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Marketing Plan



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  • 1. MARKETING PLANYour Name
  • 2. Market Summary Market: Past, present, and future Review changes in marketshare, leadership, players, marketshifts, costs, pricing, and competition
  • 3. Product Definition Describe the product or service beingmarketed
  • 4. Competition The competitive landscape Provide an overview of product competitors, andtheir strengths and weaknesses Position each competitor’s product against thenew product
  • 5. Positioning Positioning of product or service Statement that distinctly defines the product in itsmarket and against its competition over time Consumer promise Statement summarizing the benefit of the productor service to the consumer
  • 6. Communication Strategies Messaging by audience Target consumer demographics
  • 7. Packaging and Fulfillment Product packaging Discuss form factor, pricing, look, and strategy Discuss fulfillment issues for items not shippeddirectly with the product COGs Summarize cost of goods and high-level bill ofmaterials
  • 8. Launch Strategies Launch plan If product is being announced Promotion budget Supply backup material with detailed budgetinformation for review
  • 9. Public Relations Strategy and execution PR strategies PR plan highlights Have backup PR plan including editorialcalendars, speaking engagements, conferenceschedules, etc.
  • 10. Advertising Strategy and execution Overview of strategy Overview of media and timing Overview of ad spending
  • 11. Other Promotion Direct marketing Overview of strategy, vehicles, and timing Overview of response targets, goals, and budget Third-party marketing Co-marketing arrangements with othercompanies Marketing programs Other promotional programs
  • 12. Pricing Pricing Summarize specific pricing or pricing strategies Compare to similar products Policies Summarize policy relevant to understanding keypricing issues
  • 13. Distribution Distribution strategy Channels of distribution Summarize channels of distribution Distribution by channel Show plan of what percent share ofdistribution will be contributed by each channel– a pie chart might be helpful
  • 14. Vertical Markets/Segments Vertical market opportunities Discuss specific market segment opportunities Address distribution strategies for those marketsor segments Address use of third-party partner role indistribution to vertical markets
  • 15. International International distribution Address distribution strategies Discuss issues specific to internationaldistribution International pricing strategy Localization issues Highlight requirements for local product variations
  • 16. Success Metrics First year goals Additional year goals Measures of success/failure Requirements for success
  • 17. Schedule 18-month schedule highlights Timing Isolate timing dependencies critical to success