The marketing plan summarizes the product, competition, positioning, communication strategies, packaging and fulfillment, launch strategies, public relations, advertising, promotion, pricing, distribution, vertical markets, international strategy, goals, and an 18-month schedule. It describes the market and competitive landscape, defines the product, outlines strategies to promote and distribute the product to target audiences, and establishes metrics to measure the success of the plan.

1. [Product Name]Marketing Plan[Name]

2. Market SummaryMarket: past, present, & futureReview changes in market share, leadership, players, market shifts, costs, pricing, competitionMass Market/FollowersNumberofcustomersEarly Adopters/PioneersEnd of LifeTime

3. Product DefinitionDescribe product/service being marketed

4. CompetitionThe competitive landscapeProvide an overview of product competitors, their strengths and weaknessesPosition each competitor’s product against new productABPriceDCPerformance

5. PositioningPositioning of product or serviceStatement that distinctly defines the product in its market and against its competition over timeConsumer promiseStatement summarizing the benefit of the product or service to the consumer

6. Communication StrategiesMessaging by audienceTarget consumer demographics

7. Packaging & FulfillmentProduct packagingDiscuss form-factor, pricing, look, strategyDiscuss fulfillment issues for items not shipped directly with productCOGs Summarize Cost of Goods and high-level Bill of Materials

8. Launch StrategiesLaunch planIf product is being announcedPromotion budgetSupply back up material with detailed budget information for reviewPhase 1Phase 2Phase 3JanFebMarAprMayJunJulySepOctNovDec

9. Public RelationsStrategy & executionPR strategiesPR plan highlightsHave backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.

10. AdvertisingStrategy & executionOverview of strategyOverview of media & timingOverview of ad spending

11. Other PromotionDirect marketingOverview of strategy, vehicles & timingOverview of response targets, goals & budgetThird-party marketingCo-marketing arrangements with other companiesMarketing programsOther promotional programs

12. PricingPricingSummarize specific pricing or pricing strategiesCompare to similar productsPoliciesSummarize policy relevant to understanding key pricing issues

13. DistributionDistribution strategyChannels of distributionSummarize channels of distributionDistribution by channelShow plan of what percent share of distribution will be contributed by each channel -- a pie chart might be helpful

14. Vertical Markets/SegmentsVertical market opportunitiesDiscuss specific market segment opportunitiesAddress distribution strategies for those markets or segmentsAddress use of third-party partner role in distribution to vertical markets

15. InternationalInternational distributionAddress distribution strategiesDiscuss issues specific to international distributionInternational pricing strategyLocalization issuesHighlight requirements for local product variations

16. Success MetricsFirst year goalsAdditional year goalsMeasures of success/failureRequirements for success

17. Schedule18-month schedule highlightsTimingIsolate timing dependencies critical to successTask 1Task 2MilestoneTask 3Task 4JanFebMarAprMayJunJulySepOctNovDec