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6/11/2018 Marketing Plan Your Name
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Market Summary Market: Past, present, and future
6/11/2018 Market Summary Market: Past, present, and future Review changes in market share, leadership, players, market shifts, costs, pricing, and competition
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Product Definition Describe the product or service being marketed
6/11/2018 Product Definition Describe the product or service being marketed
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Competition The competitive landscape
6/11/2018 Competition The competitive landscape Provide an overview of product competitors, and their strengths and weaknesses Position each competitor’s product against the new product
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Positioning Positioning of product or service Consumer promise
6/11/2018 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
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Communication Strategies
6/11/2018 Communication Strategies Messaging by audience Target consumer demographics
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Packaging and Fulfillment
6/11/2018 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
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Launch Strategies Launch plan Promotion budget
6/11/2018 Launch Strategies Launch plan If product is being announced Promotion budget Supply backup material with detailed budget information for review
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Public Relations Strategy and execution PR strategies
6/11/2018 Public Relations Strategy and execution PR strategies PR plan highlights Have backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.
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Advertising Strategy and execution Overview of strategy
6/11/2018 Advertising Strategy and execution Overview of strategy Overview of media and timing Overview of ad spending
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Other Promotion Direct marketing Third-party marketing
6/11/2018 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
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Pricing Pricing Policies
6/11/2018 Pricing Pricing Summarize specific pricing or pricing strategies Compare to similar products Policies Summarize policy relevant to understanding key pricing issues
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Distribution Distribution strategy Channels of distribution
6/11/2018 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
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Vertical Markets/Segments
6/11/2018 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
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International International distribution
6/11/2018 International International distribution Address distribution strategies Discuss issues specific to international distribution International pricing strategy Localization issues Highlight requirements for local product variations
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Success Metrics First year goals Additional year goals
6/11/2018 Success Metrics First year goals Additional year goals Measures of success/failure Requirements for success
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Schedule 18-month schedule highlights Timing
6/11/2018 Schedule 18-month schedule highlights Timing Isolate timing dependencies critical to success
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