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My Presentation

  1. 1. [Product Name]Marketing Plan<br />[Name]<br />
  2. 2. Market Summary<br />Market: past, present, & future<br />Review changes in market share, leadership, players, market shifts, costs, pricing, competition<br />Mass Market/Followers<br />Number <br />ofcustomers<br />Early Adopters/<br />Pioneers<br />End of Life<br />Time<br />
  3. 3. Product Definition<br />Describe product/service being marketed<br />
  4. 4. Competition<br />A<br />B<br />Price<br />D<br />C<br />Performance<br />The competitive landscape<br />Provide an overview of product competitors, their strengths and weaknesses<br />Position each competitor’s product against new product<br />
  5. 5. Positioning<br />Positioning of product or service<br />Statement that distinctly defines the product in its market and against its competition over time<br />Consumer promise<br />Statement summarizing the benefit of the product or service to the consumer<br />
  6. 6. Communication Strategies<br />Messaging by audience<br />Target consumer demographics<br />
  7. 7. Packaging & Fulfillment<br />Product packaging<br />Discuss form-factor, pricing, look, strategy<br />Discuss fulfillment issues for items not shipped directly with product<br />COGs<br />Summarize Cost of Goods and high-level Bill of Materials<br />
  8. 8. Launch Strategies<br />Phase 1<br />Phase 2<br />Phase 3<br />Jan<br />Feb<br />Mar<br />Apr<br />May<br />Jun<br />July<br />Sep<br />Oct<br />Nov<br />Dec<br />Launch plan<br />If product is being announced<br />Promotion budget<br />Supply back-up material with detailed budget information for review<br />
  9. 9. Public Relations<br />Strategy & execution<br />PR strategies<br />PR plan highlights<br />Have back-up PR plan, including editorial calendars, speaking engagements, conference schedules, etc.<br />
  10. 10. Advertising<br />Strategy & execution<br />Overview of strategy<br />Overview of media & timing<br />Overview of ad spending<br />
  11. 11. Other Promotion<br />Direct marketing<br />Overview of strategy, vehicles & timing<br />Overview of response targets, goals & budget<br />Third-party marketing<br />Co-marketing arrangements with other companies<br />Marketing programs<br />Other promotional programs<br />
  12. 12. Pricing<br />Pricing<br />Summarize specific pricing or pricing strategies<br />Compare to similar products<br />Policies<br />Summarize policy relevant to understanding key pricing issues<br />
  13. 13. Distribution<br />Distribution strategy<br />Channels of distribution<br />Summarize channels of distribution<br />Distribution by channel<br />Show plan of what percent share of distribution will be contributed by each channel -- a pie chart might be helpful<br />
  14. 14. Vertical Markets/Segments<br />Vertical market opportunities<br />Discuss specific market segment opportunities<br />Address distribution strategies for those markets or segments<br />Address use of third-party partner role in distribution to vertical markets<br />
  15. 15. International<br />International distribution<br />Address distribution strategies<br />Discuss issues specific to international distribution<br />International pricing strategy<br />Localization issues<br />Highlight requirements for local product variations<br />
  16. 16. Success Metrics<br />First year goals<br />Additional year goals<br />Measures of success/failure<br />Requirements for success<br />
  17. 17. Schedule<br />Task 1<br />Task 2<br />Milestone<br />Task 3<br />Task 4<br />Jan<br />Feb<br />Mar<br />Apr<br />May<br />Jun<br />July<br />Sep<br />Oct<br />Nov<br />Dec<br />18-month schedule highlights<br />Timing<br />Isolate timing dependencies critical to success<br />

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