marketing plan example.pptVIP

[Product Name]Marketing Plan [Name] Market Summary Market: past, present, future Review changes in market share, leadership, players, market shifts, costs, pricing, competition 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 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 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 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 Mar