marketing plan,template reference

8/13/2019 Marketing Plan,Template reference

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[Product Name] Marketing Plan[Your Name]

Market Summary

Market: Past, Present, and FutureReview changes in the market, which can include:

• Market share

• Leadership

• Players

• Competition

• Market shifts

• Costs

• Pricing

Market Cycle

Early Adopters/

Pioneers

Mass Market/

Followers

End of ife

Time

Number

of

customers

Product !efinitionDescribe the product or service being marketed



[Product Name] Marketing Plan

"ompetiti#e andscapeProvide an overview of product competitors

Competitors•

•

•

Competitors’ Strengths

•

•

•

Competitors’ Weaknesses

•

•

•

Product ComparisonPosition each competitor!s product against the new product

A B

CD

Performance

P r i c e

A B

CD

Performance

P r i c e

"




Positioning

Positioning o Product or Ser!iceDistinctly define the product in its market and against its competition over time

Consumer Promise#ummari$e the benefit of the product or service to the consumer

"ommunication Strategies

Messaging "y AudienceList marketing messages for different audiences

#arget$Consumer DemographicsList the demographics for the targeted consumer groups

aunc$ Strategies

%aunch PlanDiscuss launch plan if the product is being announced

Promotion Budget#upply backup material with detailed budget information for review

Promotional Schedule

%an Fe& Mar Apr May %un %uly Sep 'ct No# !ec

P$ase (

P$ase )

P$ase *

%an Fe& Mar Apr May %un %uly Sep 'ct No# !ec%an Fe& Mar Apr May %un %uly Sep 'ct No# !ec

P$ase (

P$ase )

P$ase *

%




Pu&lic +elations Strategy and E,ecutionDiscuss:

• PR strategies

•

PR plan highlights• &ackup PR plan, including editorial calendars, speaking engagements,

conference schedules, etc

Ad#ertising Strategy and E,ecution'ive:

• (verview of strategy

• (verview of media and timing

• (verview of ad spending

't$er Promotion

Direct Marketing'ive:

• (verview of strategy, vehicles, and timing

• (verview of response targets, goals, and budget

#hird$Party MarketingDescribe co)marketing arrangements with other companies

Marketing ProgramsDescribe other promotional programs

Packaging and Fulfillment

Product PackagingDiscuss:

• *orm)factor, pricing, look, and strategy

• *ulfillment issues for items not shipped directly with the product

C&'s#ummari$e Cost of 'oods and high)level &ill of Materials

+




Pricing and Policies

Pricing#ummari$e specific pricing or pricing strategies, and compare to similar products

Policies#ummari$e policies relevant to understanding key pricing issues

!istri&ution

Distri"ution Strategy#ummari$e the strategy for distribution

Channels o Distri"ution#ummari$e the channels of distribution

Distri"ution "y Channelllustrate what percentage of distribution will be contributed by each channel - pie

chart might be helpful

"$annel (

"$annel )

"$annel *

"$annel -

.ertical Markets/SegmentsDiscuss vertical market opportunities:

• Discuss specific market segment opportunities

• -ddress distribution strategies for those markets or segments

• -ddress use of third)party partners in distributing to vertical markets

.




nternational

(nternational Distri"utionDiscuss:

• Distribution strategies

• ssues specific to international distribution

(nternational Pricing Strategy/0plain the strategy for marketing within other countries

#ranslation (ssues1ighlight re2uirements for local product variations

Success MetricsList:

• *irst year goals

• -dditional year goals

• Re2uirements for success

• Measures of success3failure

Sc$edule

)*$Month Schedule +ighlights(utline highlights of the first 45 months

#imingdentify timing dependencies critical to success

6




Marketing Schedule

%an Fe& Mar Apr May %un %uly Sep 'ct No# !ec

0ask )

0ask *

0ask -

0ask (

Milestone

%an Fe& Mar Apr May %un %uly Sep 'ct No# !ec%an Fe& Mar Apr May %un %uly Sep 'ct No# !ec

0ask )

0ask *

0ask -

0ask (

MilestoneMilestone

7

marketing plan,template reference

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