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Marketing plan template

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Plan de Marketing

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Marketing plan template

  1. 1. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Product V4.2 Marketing Plan Your Name Title Month 2001 Copyright © 2000 Larry Coppenrath, All Rights Reserved
  2. 2. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Market Summary • Market: past, present, & future – Review changes in market share, leadership, players, market shifts, costs, pricing, competition Mass Market/ Followers Number of customers Early Adopters/ End of Life Pioneers Time Copyright © 2000 Larry Coppenrath, All Rights Reserved
  3. 3. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Product Definition • Describe product/service being marketed Copyright © 2000 Larry Coppenrath, All Rights Reserved
  4. 4. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Competition • The Competitive Landscape – Provide an overview of product competitors, their strengths and weaknesses A B Price – Position each competitor’s product against new product D C Performance Copyright © 2000 Larry Coppenrath, All Rights Reserved
  5. 5. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Positioning • Positioning of product or service – Statement that distinctly defines the product in its market and against its competition over time • Consumer promise – Statement summarizing the benefit of the product or service to the consumer Copyright © 2000 Larry Coppenrath, All Rights Reserved
  6. 6. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Acting On What Customers Say Importance to Customer Low High High Invest To Upgrade Maintain Capabilities Capabilities Effectiveness Rating Deploy Low Do Nothing Resources Elsewhere Copyright © 2000 Larry Coppenrath, All Rights Reserved
  7. 7. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Communication Strategies • Messaging by audience • Target consumer demographics Copyright © 2000 Larry Coppenrath, All Rights Reserved
  8. 8. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Packaging & Fulfillment • Product packaging – Discuss form-factor, pricing, look, strategy – Discuss fulfillment issues for items not shipped directly with product • COGs – Summarize Cost of Goods and high-level Bill of Materials Copyright © 2000 Larry Coppenrath, All Rights Reserved
  9. 9. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Launch Strategies • Launch plan – If product is being announced • Promotion budget – Supply back up material with detailed budget information for review Phase 1 Phase 2 Phase 3 Jan Feb Mar Apr May Jun July Sep Oct Nov Dec Copyright © 2000 Larry Coppenrath, All Rights Reserved
  10. 10. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Public Relations • Strategy & execution – PR strategies – PR plan highlights – Have backup PR plan including editorial calendars, speaking engagements, conference schedules, etc. Copyright © 2000 Larry Coppenrath, All Rights Reserved
  11. 11. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Advertising • Strategy & Execution – Overview of strategy – Overview of media & timing – Overview of ad spending Hear Ye, Hear Ye. Copyright © 2000 Larry Coppenrath, All Rights Reserved
  12. 12. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Other Promotion • Direct Marketing – Overview of strategy, vehicles & timing – Overview of response targets, goals & budget • Third-Party Marketing – Co-marketing arrangements with other companies • Marketing Programs – Other promotional programs Copyright © 2000 Larry Coppenrath, All Rights Reserved
  13. 13. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Pricing • Pricing – Summarize specific pricing or pricing strategies – Compare to similar products • Policies – Summarize policy relevant to understanding key pricing issues Copyright © 2000 Larry Coppenrath, All Rights Reserved
  14. 14. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Distribution • Distribution Strategy • Channels of Distribution – Summarize channels of distribution • Distribution By Channel – Show plan of what percent share of distribution will be contributed by each channel -- a pie chart might be helpful Copyright © 2000 Larry Coppenrath, All Rights Reserved
  15. 15. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Vertical Markets/Segments • Vertical market opportunities – Discuss specific market segment opportunities – Address distribution strategies for those markets or segments – Address use of third-party partner role in distribution to vertical markets Copyright © 2000 Larry Coppenrath, All Rights Reserved
  16. 16. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates International • International distribution – Address distribution strategies – Discuss issues specific to international distribution • International pricing strategy • Localization issues – Highlight requirements for local product variations Copyright © 2000 Larry Coppenrath, All Rights Reserved
  17. 17. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Success Metrics • First year goals • Additional year goals • Measures of success/failure • Requirements for success Copyright © 2000 Larry Coppenrath, All Rights Reserved
  18. 18. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION TML. F. Coppenrath & Associates Schedule • 18-Month Schedule Highlights • Timing – Isolate Timing Dependencies Critical To Success Task 1 Task 2 Milestone Task 3 Task 4 Jan Feb Mar Apr May Jun July Sep Oct Nov Dec Copyright © 2000 Larry Coppenrath, All Rights Reserved

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