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[Product Name]
Marketing Plan
[Name]
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/
Pioneers

End of Life

Time
Product Definition
• Describe product/service being marketed
Competition
• The competitive
landscape
B

A

Price

– Provide an
overview of
product
competitors, their
strengths and
weaknesses
– Position each
competitor’s
product against
new product

C

D

Performance
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
Communication Strategies
• Messaging by audience
• Target consumer demographics
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
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
Public Relations
• Strategy & execution
– PR strategies
– PR plan highlights
– Have back-up PR plan, including editorial
calendars, speaking engagements, conference
schedules, etc.
Advertising
• Strategy & execution
– Overview of strategy
– Overview of media & timing
– Overview of ad spending
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
Pricing
• Pricing
– Summarize specific pricing or pricing strategies
– Compare to similar products

• Policies
– Summarize policy relevant to understanding key
pricing issues
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
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
International
• International distribution
– Address distribution strategies
– Discuss issues specific to international
distribution

• International pricing strategy
• Localization issues
– Highlight requirements for local product
variations
Success Metrics
•
•
•
•

First year goals
Additional year goals
Measures of success/failure
Requirements for success
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

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Marketing Plan

  • 2. 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/ Pioneers End of Life Time
  • 3. Product Definition • Describe product/service being marketed
  • 4. Competition • The competitive landscape B A Price – Provide an overview of product competitors, their strengths and weaknesses – Position each competitor’s product against new product C D Performance
  • 5. 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
  • 6. Communication Strategies • Messaging by audience • Target consumer demographics
  • 7. 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
  • 8. 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
  • 9. Public Relations • Strategy & execution – PR strategies – PR plan highlights – Have back-up PR plan, including editorial calendars, speaking engagements, conference schedules, etc.
  • 10. Advertising • Strategy & execution – Overview of strategy – Overview of media & timing – Overview of ad spending
  • 11. 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
  • 12. Pricing • Pricing – Summarize specific pricing or pricing strategies – Compare to similar products • Policies – Summarize policy relevant to understanding key pricing issues
  • 13. 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
  • 14. 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
  • 15. International • International distribution – Address distribution strategies – Discuss issues specific to international distribution • 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 Task 1 Task 2 Milestone Task 3 Task 4 Jan Feb Mar Apr May Jun July Sep Oct Nov Dec