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[Product Name] Marketing Plan
[Name]

Market Summary
? Market: past, present, & future
– Review changes in market share, leadership, players, market shifts, costs, pricing, competition
Mass Market/ Followers Number of customers Early Adopters/ Pioneers

End of Life

Time

Product Definition
? Describe product/service being marketed

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

A

B

C

D

Performance

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
? Messaging by audience ? Target consumer demographics

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 highlevel Bill of Materials

Launch Strategies
? Launch plan
– If product is being announced

? Promotion budget
– Supply back up material with detailed budget information for review
Phase 1 Phase 2 Phase 3

Jan

Feb

Mar

Apr

May

Jun

July

Sep

Oct

Nov

Dec

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

Advertising
? Strategy & execution
– Overview of strategy – Overview of media & timing – Overview of ad spending

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
– Summarize specific pricing or pricing strategies – Compare to similar products

? Policies
– Summarize policy relevant to understanding key pricing issues

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 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 distribution
– Address distribution strategies – Discuss issues specific to international distribution

? International pricing strategy ? Localization issues
– Highlight requirements for local product variations

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

Schedule
? 18-month schedule highlights ? Timing
– Isolate timing dependencies critical to success
Task 1 Task 2 Milestone Task 3 Task 4

Jan

Feb

Mar

Apr

May

Jun

July

Sep

Oct

Nov

Dec




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