Basic Elements of a Successful Marketing Plan
MARKET SUMMARY
Whatever your product or service, you must accurately assess past, present, and future market movements. In other words, a review of changes in the market, which can include:
•
Market share
Market share•Leadership
Leadership•Players
Players•Competition
Competition•Market shifts
Market shifts•Costs
Costs•Pricing
PricingProduct or Service Definition
Describe, in detail, the product or service being marketed.
COMPETITIVE LANDSCAPE
Provide an overview of upto 3 of your main competitors with regard to their strengths and weaknesses.
PRODUCT COMPARISON AND POSITIONING
Positioning of Product or Service
Distinctly define the product in its market and against its competitor products, over time. Position each competitor’s product against the new product.
Consumer Promise
Summarize the benefit of the product or service to the consumer.
COMMUNICATION STRATEGIES
Messaging by Target Audience
List marketing messages for different audiences.
Targeted Consumer Demographics
List the demographics for the targeted consumer groups.
LAUNCH STRATEGIES
Launch Plan
Discusss whether the product or service is being announced, and the promotional schedule.
Promotion Budget
Supply backup material with detailed budget information for review.
PUBLIC RELATIONS STRATEGY AND EXECUTION
Discuss:
•PR strategies.
PR strategies.•PR plan highlights.
PR plan highlights.•Backup PR plan, including editorial calendars, speaking engagements, conference schedules, etc.
Backup PR plan, including editorial calendars, speaking engagements, conference schedules, etc.ADVERTISING STRATEGY AND EXECUTION
Give:
•Overview of strategy.
Overview of strategy.•Overview of media and timing.
Overview of media and timing.•Overview of ad spending.
Overview of ad spending.OTHER PROMOTION
Direct Marketing
Give:
•Overview of strategy, vehicles, and timing.
Overview of strategy, vehicles, and timing.•Overview of response targets, goals, and budget.
Overview of response targets, goals, and budget.Third-Party Marketing
Describe co-marketing arrangements with other companies.
Marketing Programs
Describe other promotional programs.
PACKAGING AND FULFILLMENT
Product Packaging
Discuss:
•Form-factor, pricing, look, and strategy.
Form-factor, pricing, look, and strategy.•Fulfillment issues for items not shipped directly with the product.
Fulfillment issues for items not shipped directly with the product.COGs
Summarize cost of goods and high-level bill of materials.
PRICING AND POLICIES
Pricing
Summarize specific pricing or pricing strategies, and compare to similar products.
Policies
Summarize policies relevant to understanding key pricing issues.
DISTRIBUTION
Distribution Strategy
Summarize the strategy for distribution.
Channels of Distribution
Summarize the channels of distribution.
Distribution by Channel
Illustrate what percentage of distribution will be contributed by each channel. A pie chart might be helpful.
VERTICAL MARKETS/SEGMENTS
Discuss vertical market opportunities:
•Discuss specific market segment opportunities.
Discuss specific market segment opportunities.•Address distribution strategies for those markets or segments.
Address distribution strategies for those markets or segments.•Address use of third-party partners in distributing to vertical markets.
Address use of third-party partners in distributing to vertical markets.INTERNATIONAL
International Distribution
Discuss:
•Distribution strategies.
Distribution strategies.•Issues specific to international distribution.
Issues specific to international distribution.International Pricing Strategy
Explain the strategy for marketing within other countries.
Translation Issues
Highlight requirements for local product variations.
SUCCESS METRICS
List:
•First year goals.
First year goals.•Additional year goals.
Additional year goals.•Requirements for success.
Requirements for success.•Measures of success/failure.
Measures of success/failure.SCHEDULE
18-Month Schedule Highlights
Outline highlights of the first 18 months.
Timing
Identify timing dependencies critical to success.
MARKETING SCHEDULE
At CREATIVE SYNERGY...a writers' nexus, we understand that it is a personal touch that will set your document apart from all the others, and securethe budget allocation you need.
