[Product Name]Marketing Plan :[Product Name]Marketing Plan [Name]


Market Summary :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 Numberofcustomers


Product Definition :Product Definition Describe product/service being marketed


Competition :Competition The competitive landscape Provide an overview of product competitors, their strengths and weaknesses Position each competitor’s product against new product


Positioning :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


Communication Strategies :Communication Strategies Messaging by audience Target consumer demographics


Packaging & Fulfillment :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


Launch Strategies :Launch Strategies Launch plan If product is being announced Promotion budget Supply back up material with detailed budget information for review


Public Relations :Public Relations Strategy & execution PR strategies PR plan highlights Have backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.


Advertising :Advertising Strategy & execution Overview of strategy Overview of media & timing Overview of ad spending


Other Promotion :Other Promotion Direct marketing 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


Pricing :Pricing Pricing Summarize specific pricing or pricing strategies Compare to similar products Policies Summarize policy relevant to understanding key pricing issues


Distribution :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


Vertical Markets/Segments :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


International :International International distribution Address distribution strategies Discuss issues specific to international distribution International pricing strategy Localization issues Highlight requirements for local product variations


Success Metrics :Success Metrics First year goals Additional year goals Measures of success/failure Requirements for success


Schedule :Schedule 18-month schedule highlights Timing Isolate timing dependencies critical to success