Template

Template

• 1.
  MARKETING PLAN Your Name
• 2.
  Success Metrics  Firstyear goals  Additional year goals  Measures of success/failure  Requirements for success
• 3.
  Market Summary  Market:Past, present, and future  Review changes in market share, leadership, players, market shifts, costs, pricing, and competition
• 4.
  Advertising  Strategy andexecution  Overview of strategy  Overview of media and timing  Overview of ad spending
• 5.
  Product Definition  Describethe product or service being marketed
• 6.
  Competition  The competitivelandscape  Provide an overview of product competitors, and their strengths and weaknesses  Position each competitor’s product against the new product
• 7.
  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
• 8.
  Communication Strategies  Messagingby audience  Target consumer demographics
• 9.
  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
• 10.
  Launch Strategies  Launchplan  If product is being announced  Promotion budget  Supply backup material with detailed budget information for review
• 11.
  Public Relations  Strategyand execution  PR strategies  PR plan highlights  Have backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.
• 12.
  Other Promotion  Directmarketing  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
• 13.
  Pricing  Pricing  Summarizespecific pricing or pricing strategies  Compare to similar products  Policies  Summarize policy relevant to understanding key pricing issues
• 14.
  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
• 15.
  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
• 16.
  International  International distribution Address distribution strategies  Discuss issues specific to international distribution  International pricing strategy  Localization issues  Highlight requirements for local product variations
• 17.
  Schedule  18-month schedulehighlights  Timing  Isolate timing dependencies critical to success