[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 form­factor, 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 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 • Third­party marketing – Co­marketing 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