When you do your annual or semi-annual marketing or brand plan, here is a list of essential components in the plan:

Objectives.  What is your marketing plan to achieve: Get new customers?  Increase trials?  Increase repeats?  Increase awareness?  Increase loyalty?  Value reframing?  Increase emotional bonding?  New product launches?

What are the strategies and tactics?  Do include components such as product, packaging, pricing, distribution, advertising, publicity, sales promotion, and selling.  Also include point of sale merchandising, event marketing, sponsorship, cause related marketing, co-marketing, and websites.

Financial profit and loss statements will detail how you allocate your advertising and promotion investments, and where you will control costs to give healthy profit margins.

Also include consumer research on qualitative data, concept testing, and quantitative surveys.

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