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MARKETING PLAN
Your Name
Market Summary
 Market: Past, present, and future
 Review changes in market share, leadership,
players, market shifts, costs, pricing, and
competition
Product Definition
 Describe the product or service being
marketed
Competition
 The competitive landscape
 Provide an overview of product competitors, and
their strengths and weaknesses
 Position each competitor’s product against the
new product
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 and Fulfillment
 Product packaging
 Discuss form factor, pricing, look, and strategy
 Discuss fulfillment issues for items not shipped
directly with the product
 COGs
 Summarize cost of goods and high-level bill of
materials
Launch Strategies
 Launch plan
 If product is being announced
 Promotion budget
 Supply backup material with detailed budget
information for review
Public Relations
 Strategy and execution
 PR strategies
 PR plan highlights
 Have backup PR plan including editorial
calendars, speaking engagements, conference
schedules, etc.
Advertising
 Strategy and execution
 Overview of strategy
 Overview of media and timing
 Overview of ad spending
Other Promotion
 Direct marketing
 Overview of strategy, vehicles, and timing
 Overview of response targets, goals, and 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

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Marketing plan

  • 2. Market Summary  Market: Past, present, and future  Review changes in market share, leadership, players, market shifts, costs, pricing, and competition
  • 3. Product Definition  Describe the product or service being marketed
  • 4. Competition  The competitive landscape  Provide an overview of product competitors, and their strengths and weaknesses  Position each competitor’s product against the new product
  • 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 and Fulfillment  Product packaging  Discuss form factor, pricing, look, and strategy  Discuss fulfillment issues for items not shipped directly with the 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 backup material with detailed budget information for review
  • 9. Public Relations  Strategy and execution  PR strategies  PR plan highlights  Have backup PR plan including editorial calendars, speaking engagements, conference schedules, 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 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