Product Marketing Plan #4

1.0 Executive summary – Complete this paragraph only after the rest of your plan is written. Include a brief description of the company, the product being sold, the segments being targeted, and the positioning strategy. Do not go into the marketing mix details.

2.0 Introduction – brief (one paragraph ) introduction to the company and the product

3.0 Situation Analysis

Competitor Overview – identify competitors and competing products by name and do a very brief overview of each.

Trends in the Industry – self explanatory

SWOT analysis – Remember that S &W are internal to the firm while O & T are an analysis of industry factors not specific to the firm

4.0 Marketing Objectives - A list of two to four ‘S.M.A.R.T. objectives’ applicable to the product you are marketing. Google “SMART marketing objectives,” if you don’t know what this term means.

5.0 Marketing Strategy

5.1 Target Market(s) - provide a detailed profile of the specific segments chosen as targets for this product/service.

5.2 Positioning -- How will you position your product in the minds of the target segment(s)? This should include both your strategy for differentiation from competitors and your appeal to the target segment(s) based on their needs and desires. Be sure to include a unique selling proposition as part of this section.

5.3 Product Strategies (see chapter 13 and 14 on setting product strategy and designing and managing services)

5.4 Pricing Strategies (See chapter 16 on Developing Pricing Strategies)

5.5 Place Strategies (see chapter 17 on designing and managing distribution channels and chapter 18 on retailing, wholesaling, and logistics)

5.6 Promotion Strategies (See chapters 19-22)

6.0 Financials – This section is very flexible. Include things you feel are relevant and supportive of your marketing proposal. Ideas include projected sales, breakeven analysis, a promotion budget, etc.

7.0 Controls – How will the company determine the success of the marketing plan? What ongoing controls, measurements, and assessments will guide future decisions regarding the marketing of this product? (See the last ½ of chapter 23).

8.0 Summary and Conclusion

9.0 Appendix (if any)