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Comprehensive Marketing Plan for Launching a New Product**

This marketing plan provides a strategic overview for launching a new product, detailing the past, present, and future market landscape. Key elements include market share analysis, competition overview, product positioning, and communication strategies tailored to target demographics. Additionally, we cover pricing strategies, distribution channels, and both domestic and international market opportunities. The plan outlines launch strategies, promotion budgets, public relations efforts, and metrics for measuring success over an 18-month period, ensuring a robust framework for achieving market impact.

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Comprehensive Marketing Plan for Launching a New Product**

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Presentation Transcript

  1. [Product Name]Marketing Plan [Name]

  2. Market Summary • Market: past, present, & future • Review changes in market share, leadership, players, market shifts, costs, pricing, competition Mass Market/Followers Numberofcustomers Early Adopters/ Pioneers End of Life Time

  3. Product Definition • Describe product/service being marketed

  4. A B Price D C Performance Competition • The competitive landscape • Provide an overview of product competitors, their strengths and weaknesses • Position each competitor’s product against new product

  5. 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

  6. Communication Strategies • Messaging by audience • Target consumer demographics

  7. 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 high-level Bill of Materials

  8. Phase 1 Phase 2 Phase 3 Jan Feb Mar Apr May Jun July Sep Oct Nov Dec Launch Strategies • Launch plan • If product is being announced • Promotion budget • Supply back up material with detailed budget information for review

  9. Public Relations • Strategy & execution • PR strategies • PR plan highlights • Have backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.

  10. Advertising • Strategy & execution • Overview of strategy • Overview of media & timing • Overview of ad spending

  11. 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 programs • Other promotional programs

  12. Pricing • Pricing • Summarize specific pricing or pricing strategies • Compare to similar products • Policies • Summarize policy relevant to understanding key pricing issues

  13. 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 each channel -- a pie chart might be helpful

  14. Vertical Markets/Segments • Vertical market opportunities • Discuss specific market segment opportunities • Address distribution strategies for those markets or segments • Address use of third-party partner role in distribution to vertical markets

  15. International • International distribution • Address distribution strategies • Discuss issues specific to international distribution • International pricing strategy • Localization issues • Highlight requirements for local product variations

  16. Success Metrics • First year goals • Additional year goals • Measures of success/failure • Requirements for success

  17. Task 1 Task 2 Milestone Task 3 Task 4 Jan Feb Mar Apr May Jun July Sep Oct Nov Dec Schedule • 18-month schedule highlights • Timing • Isolate timing dependencies critical to success

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