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* * * * * * * * * * MARKETING PLAN Your Name Market Summary Market: Past, present, and future Review changes in market share, leadership, players, market shifts, costs, pricing, and competition Product Definition Describe the product or service being marketed Competition The competitive landscape Provide an overview of product competitors, and their strengths and weaknesses Position each competitor’s product against the 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 and Fulfillment Product packaging Discuss form factor, pricing, look, and strategy Discuss fulfillment issues for items not shipped directly with the product COGs Summarize cost of goods and high-level bill of materials Launch Strategies Launch plan If product is being announced Promotion budget Supply backup material with detailed budget information for review Public Relations Strategy and execution PR strategies PR plan highlights Have backup PR plan including editorial calendars, speaking engagements, conference schedules, etc. Advertising Strategy and execution Overview of strategy Overview of media and timing Overview of ad spending Other Promotion Direct marketing Overview of strategy, vehicles, and timing Overview of response targets, goals, and 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 ea
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