Presentation Transcript
[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