Plan de Marketing

1. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. F. Coppenrath & Associates
Product V4.2
Marketing Plan
Your Name
Title
Month 2001
Copyright © 2000 Larry Coppenrath, All Rights Reserved

2. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. F. Coppenrath & Associates Product Definition
• Describe product/service being marketed
Copyright © 2000 Larry Coppenrath, All Rights Reserved

4. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. F. Coppenrath & Associates Communication Strategies
• Messaging by audience
• Target consumer demographics
Copyright © 2000 Larry Coppenrath, All Rights Reserved

8. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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. THIS SLIDE CONTAINS CONFIDENTIAL PROPRIETARY INFORMATION
TM
L. 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