Product name

Product name

• 1.
  [Product Name] Marketing Plan [Name]
• 2.
  Market Summary • Market:past, present, & future – Review changes in market share, leadership, players, market shifts, costs, pricing, competition Early Adopters/ Pioneers Mass Market/ Followers End of Life Time Number of customers
• 3.
  Product Definition • Describeproduct/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 ofproduct 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 • Messagingby audience • Target consumer demographics
• 7.
  Packaging & Fulfillment •Product packaging – Discuss form-factor, pricing, look, strategy – Discuss fulfillment issues for items not shipped directly with product • COGs – Summarize Cost of Goods and high-level Bill of Materials
• 8.
  Launch Strategies • Launchplan – If product is being announced • Promotion budget – Supply back-up material with detailed budget information for review Jan Feb Mar Apr May Jun July Sep Oct Nov Dec Phase 1 Phase 2 Phase 3
• 9.
  Public Relations • Strategy& execution – PR strategies – PR plan highlights – Have back-up PR plan, including editorial calendars, speaking engagements, conference schedules, etc.
• 10.
  Advertising • Strategy &execution – Overview of strategy – Overview of media & timing – Overview of ad spending
• 11.
  Other Promotion • Directmarketing – Overview of strategy, vehicles & timing – Overview of response targets, goals & budget • Third-party marketing – Co-marketing arrangements with other companies • Marketing programs – Other promotional programs
• 12.
  Pricing • Pricing – Summarizespecific pricing or pricing strategies – Compare to similar products • Policies – Summarize policy relevant to understanding key pricing issues
• 13.
  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 • Verticalmarket 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 –Address distribution strategies – Discuss issues specific to international distribution • International pricing strategy • Localization issues – Highlight requirements for local product variations
• 16.
  Success Metrics • Firstyear goals • Additional year goals • Measures of success/failure • Requirements for success
• 17.
  Schedule • 18-month schedulehighlights • Timing – Isolate timing dependencies critical to success Jan Feb Mar Apr May Jun July Sep Oct Nov Dec Task 2 Task 3 Task 4 Task 1 Milestone