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  1. 1. MARKETING PLANYour Name
  2. 2. Market Summary Market: Past, present, and future Review changes in market share, leadership,players, market shifts, costs, pricing, andcompetition
  3. 3. Product Definition Describe the product or service beingmarketed
  4. 4. Competition The competitive landscape Provide an overview of product competitors, andtheir strengths and weaknesses Position each competitor’s product against thenew product
  5. 5. Positioning Positioning of product or service Statement that distinctly defines the product in itsmarket and against its competition over time Consumer promise Statement summarizing the benefit of the productor service to the consumer
  6. 6. Communication Strategies Messaging by audience Target consumer demographics
  7. 7. Packaging and Fulfillment Product packaging Discuss form factor, pricing, look, and strategy Discuss fulfillment issues for items not shippeddirectly with the product COGs Summarize cost of goods and high-level bill ofmaterials
  8. 8. Launch Strategies Launch plan If product is being announced Promotion budget Supply backup material with detailed budgetinformation for review
  9. 9. Public Relations Strategy and execution PR strategies PR plan highlights Have backup PR plan including editorialcalendars, speaking engagements, conferenceschedules, etc.
  10. 10. Advertising Strategy and execution Overview of strategy Overview of media and timing Overview of ad spending
  11. 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 othercompanies Marketing programs Other promotional programs
  12. 12. Pricing Pricing Summarize specific pricing or pricing strategies Compare to similar products Policies Summarize policy relevant to understanding keypricing issues
  13. 13. Distribution Distribution strategy Channels of distribution Summarize channels of distribution Distribution by channel Show plan of what percent share ofdistribution will be contributed by each channel– a pie chart might be helpful
  14. 14. Vertical Markets/Segments Vertical market opportunities Discuss specific market segment opportunities Address distribution strategies for those marketsor segments Address use of third-party partner role indistribution to vertical markets
  15. 15. International International distribution Address distribution strategies Discuss issues specific to internationaldistribution International pricing strategy Localization issues Highlight requirements for local product variations
  16. 16. Success Metrics First year goals Additional year goals Measures of success/failure Requirements for success
  17. 17. Schedule 18-month schedule highlights Timing Isolate timing dependencies critical to success