1. 4/25/2017
Marketing Plan
Your Name

2. Market Summary Market: Past, present, and future
4/25/2017
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
4/25/2017
Product Definition
Describe the product or service being marketed

4. Competition The competitive landscape
4/25/2017
Competition
The competitive landscape
Provide an overview of product competitors, and their strengths and weaknesses
Position each competitor’s product against the new product
The cafeteria in North Park sells icecream
It is kept cold, not handled by anyone else as it is packaged
Very expensive compared to other vendors
Small selection of overall flavours (many are the same, just in different shapes)
The hasty market, which is a three minute walk away from the school, also sells the same types of icecream the café sells
It has slightly more variety and slightly lower prices.

5. Positioning Positioning of product or service Consumer promise
4/25/2017
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
4/25/2017
Communication Strategies
Messaging by audience
Target consumer demographics

7. Packaging and Fulfillment
4/25/2017
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 Promotion budget
4/25/2017
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
4/25/2017
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
4/25/2017
Advertising
Strategy and execution
Overview of strategy
Overview of media and timing
Overview of ad spending

11. Other Promotion Direct marketing Third-party marketing
4/25/2017
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 Policies
4/25/2017
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
4/25/2017
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
4/25/2017
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
4/25/2017
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
4/25/2017
Success Metrics
First year goals
Additional year goals
Measures of success/failure
Requirements for success

17. Schedule 18-month schedule highlights Timing
4/25/2017
Schedule
18-month schedule highlights
Timing
Isolate timing dependencies critical to success