1. [Product Name] Marketing Plan

2. Mass Market/ Followers
Market Summary
Market: past, present, & future
Review changes in market share, leadership, players, market shifts, costs, pricing, competition
Mass Market/ Followers
Number
of customers
Early Adopters/
Pioneers
End of Life
Time

3. Product Definition
Describe product/service being marketed

4. Competition The competitive landscape
Provide an overview of product competitors, their strengths and weaknesses
Position each competitor’s product against new product A B C D
Performance
Price

5. Positioning Positioning of product or service Consumer promise
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
Messaging by audience
Target consumer demographics

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