Marketing plan

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Apresentacao Power Point -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
• Thecompetitive
landscape
B

A

Price

– Provide an overview
of product
competitors, their
strengths and
weaknesses
– Position each
competitor’s product
against new product

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
– Statementsummarizing 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 highlevel Bill of Materials

LaunchStrategies
• 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

MarApr

May

Jun

July

Aug

Sep

Oct

Nov

Dec

Public Relations
• Strategy & execution
– PR strategies
– PR plan highlights
– Have backup PR plan including editorialcalendars, 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...
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