Business marketing plan (basic) - Excel Business Templates



[Product Name]Marketing Plan[Your Name]Market SummaryMarket: Past, Present, and FutureReview changes in the market, which can include:Market share.Leadership.petition.Market shifts.Costs.Pricing.Market CycleProduct DefinitionDescribe the product or service being petitive LandscapeProvide an overview of product petitor ACompetitors’ strengthsCompetitors’ weaknessesCompetitor BCompetitors’ strengthsCompetitors’ weaknessesProduct Comparison and positioningPositioning of Product or ServiceDistinctly define the product in its market and against its competition over time.Position each competitor’s product against the new product.Consumer PromiseSummarize the benefit of the product or service to the munication StrategiesMessaging by AudienceList marketing messages for different audiences.Targeted Consumer DemographicsList the demographics for the targeted consumer groups.Launch StrategiesLaunch PlanDiscuss launch plan if the product is being announced.Promotion BudgetSupply backup material with detailed budget information for review.Promotional SchedulePublic Relations Strategy and ExecutionDiscuss:PR strategies.PR plan highlights.Backup PR plan, including editorial calendars, speaking engagements, conference schedules, etc.Advertising Strategy and ExecutionGive:Overview of strategy.Overview of media and timing.Overview of ad spending.Other PromotionDirect MarketingGive:Overview of strategy, vehicles, and timing.Overview of response targets, goals, and budget.Third-Party MarketingDescribe co-marketing arrangements with other companies.Marketing ProgramsDescribe other promotional programs.Packaging and FulfillmentProduct PackagingDiscuss:Form-factor, pricing, look, and strategy.Fulfillment issues for items not shipped directly with the product.COGsSummarize cost of goods and high-level bill of materials.Pricing and PoliciesPricingSummarize specific pricing or pricing strategies, and compare to similar products.PoliciesSummarize policies relevant to understanding key pricing issues.DistributionDistribution StrategySummarize the strategy for distribution.Channels of DistributionSummarize the channels of distribution.Distribution by ChannelIllustrate what percentage of distribution will be contributed by each channel. A pie chart might be helpful.Vertical Markets/SegmentsDiscuss vertical market opportunities:Discuss specific market segment opportunities.Address distribution strategies for those markets or segments.Address use of third-party partners in distributing to vertical markets.InternationalInternational DistributionDiscuss:Distribution strategies.Issues specific to international distribution.International Pricing StrategyExplain the strategy for marketing within other countries.Translation IssuesHighlight requirements for local product variations.Success MetricsList:First year goals.Additional year goals.Requirements for success.Measures of success/failure.Schedule18-Month Schedule HighlightsOutline highlights of the first 18 months.TimingIdentify timing dependencies critical to success.Marketing Schedule ................
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