This marketing plan document outlines the key elements to include when developing a marketing plan. It covers analyzing the market and competitive landscape, defining the product or service, developing positioning and communication strategies, outlining packaging and distribution approaches, and establishing goals and metrics to measure success. A 18-month schedule with timing dependencies is recommended to be included.

1. MARKETING PLANMARKETING PLAN
Your Name

2. Market SummaryMarket Summary
 Market: Past, present, and future
 Review changes in market share, leadership,
players, market shifts, costs, pricing, and
competition

3. Product DefinitionProduct Definition
 Describe the product or service being
marketed

4. CompetitionCompetition
 The competitive landscape
 Provide an overview of product competitors, and
their strengths and weaknesses
 Position each competitor’s product against the
new product

5. PositioningPositioning
 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 StrategiesCommunication Strategies
 Messaging by audience
 Target consumer demographics

7. Packaging and FulfillmentPackaging 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 StrategiesLaunch Strategies
 Launch plan
 If product is being announced
 Promotion budget
 Supply backup material with detailed budget
information for review

9. Public RelationsPublic Relations
 Strategy and execution
 PR strategies
 PR plan highlights
 Have backup PR plan including editorial
calendars, speaking engagements, conference
schedules, etc.

10. AdvertisingAdvertising
 Strategy and execution
 Overview of strategy
 Overview of media and timing
 Overview of ad spending

11. Other PromotionOther 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. PricingPricing
 Pricing
 Summarize specific pricing or pricing strategies
 Compare to similar products
 Policies
 Summarize policy relevant to understanding key
pricing issues

13. DistributionDistribution
 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/SegmentsVertical 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. InternationalInternational
 International distribution
 Address distribution strategies
 Discuss issues specific to international
distribution
 International pricing strategy
 Localization issues
 Highlight requirements for local product variations

16. Success MetricsSuccess Metrics
 First year goals
 Additional year goals
 Measures of success/failure
 Requirements for success

17. ScheduleSchedule
 18-month schedule highlights
 Timing
 Isolate timing dependencies critical to success