Sample Marketing Plan

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					Sample Marketing Plan
This document provides a sample marketing plan. Such a plan can help a business
generate effective marketing by creating a marketing strategy and operations plan to
help gain prospective clients. This Sample Marketing Plan can assist any company or
marketing officer in identifying a target market, developing a strong message, and
creating promotional strategies to gain new clients. This template offers key questions
and guidance to help any company seeking to develop or alter a marketing plan.
Marketing Plan
Project Title

What is a Marketing Plan?
     Marketing Plans outline the strategy and plans for introducing and managing a whole
     product or integrated solution in the market. Each Marketing plan must be a global plan;
     that is, each section within the plan must represent an integrated perspective, with the
     needs and plans of each region included. There may also exist separate, more detailed,
     Regional Launch Plans, etc. for a product or solution. Pertinent components of that work,
     however, should be contained in the Marketing Plan and obtained from the business
     planner and responsible support organizations.

     This template has been developed for use in the creation of these plans. Its purpose is
     to aid business planning and other teams in considering and thinking through all of the
     issues related to bringing a product to market and related to product life cycle
     management, including any transitions between current products and follow-on products.
     It defines all of the sections that should be present in the plan along with an outline of
     the information that should be included in each section. The outline is intended to be
     fairly complete, but is not necessarily exhaustive.

     Many of the sections in this template have strategy and implementation subsections, as
     well as bullets for identifying any underlying assumptions. This has been done so that
     each section contains as complete a picture as possible of everything that must be
     considered and documented for a particular topic.

     This document was written as a template and instructions to assist in the development of
     the Marketing Plan. The format captured within this document does not supersede good
     judgment nor does it necessarily indicate execution. It is designed as a guide, as a shell
     to be modified as necessary. The components contained in this template are
     recommended; however, each change initiative must determine which are applicable
     based on the type of change.

     NOTE: When using this document, the portions in blue italics are instructional only and
     should be removed.
                                                                                                                                   Project Title
                                                                                                                                        Marketing Plan



Table of Contents
I. Executive Summary................................................................................................................................. 3
II. Introduction............................................................................................................................................. 3
              A. Intended Audience....................................................................................................................3
              B. Companion Documents ............................................................................................................3
              C. Glossary of Terms ....................................................................................................................3
              D. Assumptions ............................................................................................................................. 3
              E. Risk Assessment ......................................................................................................................4
III. Product Description .............................................................................................................................. 4
              A. Market Overview.......................................................................................................................4
              B. Segmentation............................................................................................................................ 4
              C. Whole Product Overview ..........................................................................................................4
              D. Competitive Overview...............................................................................................................5
              E. Value Proposition......................................................................................................................5
              F. Product Positioning ...................................................................................................................5
IV. Product Pricing...................................................................................................................................... 5
              A. Pricing Strategy ........................................................................................................................5
              B. Pricing Implementation Plan .....................................................................................................6
V. Partnerships ........................................................................................................................................... 6
              A. Partnership Strategy .................................................................................................................6
              B. Partership Implementation Plan................................................................................................6
VI. Channels ................................................................................................................................................ 6
              A. Channel Strategy ......................................................................................................................6
              B. Channel Implementation Plan...................................................................................................7
VII. Regionalization..................................................................................................................................... 7
              A. Regionalization Strategy...........................................................................................................7
              B. Regionalization Implementation Plan .......................................................................................7
VIII. Approval / Contact Information..........................................................................................................7
IX. Appendices ............................................................................................................................................ 8
              A. Key Financial Model Assumptions............................................................................................8
              B. Regional Sales Forecasts for Quantity and Revenue...............................................................8
              C. Summary Financial Models and Sensitivity Analysis................................................................8

Revision History
         No.               Date                        By                                                   Reason




Page 3 of 10
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I. Executive Summary
This summary must be kept to a single page. Be brief and to the point. Highlight the opportunity, key
strategies and tactics, sales forecasts, risks and contingencies, and key success factors.
 Provide brief overview of the opportunity
 Identify key strategies being employed with this product in order to win in the marketplace
 Show sales forecasts (by region if appropriate).
 List Risks and Contingencies
 Critical Success Factors
    The stakeholders should agree on what the key success factors are for this product. Identify and rank
    order those items, issues, etc., which are critical to the success of this product. Explain why they are
    critical and the ramifications of not meeting them.

II. Introduction
A. Intended Audience
Identify the intended audience for this document. Typically, this document is intended for the core team,
segment manager and business planner, and the Regional marketing and Sales teams

B. Companion Documents
Identify the other documents, which can provide background information to this Marketing Plan. If
necessary, these documents may also be attached as Appendices. For example,
 Various Segment Background (primary /secondary research studies etc.)
 Business/Functional Requirements document (BRD)

C. Glossary of Terms
Define any acronyms and terminology that the readers may not understand. Remember that many
different people in many different LoBs may read this document.

D. Assumptions
This section should come directly from the Business Requirements Document and should include any
market assumptions that are important to the product.

                                      Assumption                                            Confirmed by
 1. Assumptions about People, e.g. Hiring/Staffing, Resources, Skills, Organizations,
     Management Commitment & Ownership, etc.
 2. Assumptions about Processes, e.g. Training/Education, Communication, Workflow,
     etc.
 3. Assumptions about Technology, e.g. System Development, Equipment, etc.




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                                                                                                   Marketing Plan


E. Risk Assessment
Only summarize risks of the Marketing Plan here! A full description of all risks and their management /
mitigation approach should be included in the Updated Risk Assessment document.

    #      Risk             Probability     Impact on the              Approach to Manage or         Respon-
                                            business                   Mitigate                      sibility
           Describe the     High,           Impacted area and          How the risk will be          Who will carry
           Risk and its     Medium, or      negative consequence.      managed or mitigated          out the
           implications     Low                                                                      approach




III. Product Description
This entire section defines the context for the product in terms of the market, the target customers, the
whole product definition, and the competition. It must have a worldwide perspective. The information
presented here should come from the Business/Functional Requirement Document. The reader should
be referred to companion documents for more detail.

A. Market Overview

       Define the market of interest and the customer segments found in that market.
       Identify customer dilemmas of interest
       Identify important market trends - including social, cultural, technical, regulatory, economic, pricing,
        etc.. Identify the influence to date and what is being anticipated in the future.
       Identify key regional differences
       Show the technology adoption curve
       Show pricing trends - historical and projected.
       Show the total market potential in terms of units and dollars. Regional segment breakdowns are
        useful if available.
       Identify key assumptions, issues, and unknowns

B. Segmentation

       Identify the customer segments being targeted
       Identify regional differences
       Identify different approaches that may be required as a result of the segmentation

C. Whole Product Overview

       Identify the whole product this product is part of (if appropriate).
       Provide an overview of the whole product..
       Identify how this product fits with the larger whole product (if appropriate).




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                                                                                              Marketing Plan


D. Competitive Overview

This information should come from and summarize results of the "Competitive Analysis / Assessment"
quality tool, done in the Define phase.
 Identify key competitive trends
 Identify key competitors (current and potential). Identify their strengths and weaknesses - include
    information such as: market share, profit margins, customer or brand loyalty, degree of product
    differentiation, proprietary technology, desire to compete, ability to compete, people and financial
    resources.
 Identify key competitive solution alternatives.
 Identify the key advantages and disadvantages of the competitive products and technologies. Include
    the competitive products' street price if possible by region.
 Identify regional differences in competitors, competitive products, alternative technologies, etc.
 Specify potential competitive responses to the introduction of this product.
 Show overall quantitative Customer Value Map - Market Perceived Price Ratio vs. Market Perceive
    Quality / Performance Ratio and any other metrics as appropriate.

E. Value Proposition

   Define the differentiation / advantage this whole product/service will provide to the customer
   Create a differentiated space for the product in the market where you can be the leader
   Define this product's relationship to other products in the product line, within the business unit, across
    business units, etc. Show the Position of this offering on the “Segment Customer Value Map”
   Identify key regional variations

F. Product Positioning
Define Product Positioning statements for each whole product. There may be multiple positioning
statements for a product to account for multiple target customer segments or for regional variations in
customer dilemmas, main competitors, differentiation, etc.. The positioning statements should include the
following elements:
 For (Target Customer Segment)
 Who wants/needs (dilemma trying to solve)
 The (product name) is a (product category)
 That provides (vendor solutions to the dilemma)
 Unlike (main competitor)
 The (product name) (key differentiator).

IV. Product Pricing
This section must provide a complete picture of pricing for this product. "Complete" implies an integrated
worldwide picture defining what is to be common for all regions as well as highlighting what is to be
specific (or different) for one or more regions. Regional differences must be identified and justified.

A. Pricing Strategy

   Identify pricing objectives (maximize share, maximize leverage, maximize earnings, etc.)
   Describe pricing relative to competitive products (i.e. price @ 5% premium, price @ parity, price
    under competition, etc.). Consider value proposition, product position, etc.
   Define the average realized price target and how it is expected to change over time. Factor in
    discontinuity on pricing that is a result of technology shifts over time.


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                                                                                                 Marketing Plan


   For each product, identify the following for initial product availability:
    ○   List price
    ○   Minimum street price (by region)
    ○   Expected street price range (by region)
    ○   Channel pricing
   Identify the events that would trigger a price action.
   Describe the likely response to the events that could trigger a price action.
   Identify and justify any regional differences.

Identify key assumptions, issues, and unknowns behind the pricing objectives and the pricing.
Assumptions may be based on sales forecasts, availability date, historical and/or anticipated pricing
trends, market trends, product positioning, product features and benefits, fit with other Vendor products,
competitive situation, pricing objectives, product cost, etc. These assumptions are important to
understand and should have been tested as part of the customer research.

B. Pricing Implementation Plan
Be sure and include details of this information in the Deployment Plan.
 Overall plan and schedule defining key milestones, dependencies, and deliverables. Include when
    the pricing will be finalized, when the price letters will be written, when the price lists will be updated,
    when the ordering systems will be updated, etc.
 Overall resource and cost summary associated with pricing activity.

V. Partnerships
This section must provide a complete picture of Partnerships for this product. "Complete" implies an
integrated worldwide picture defining what is to be common for all regions as well as highlighting what is
to be specific (or different) for one or more regions. Regional differences must be identified and justified.

A. Partnership Strategy
Identify the objective(s) of the partnership(s). This includes determining what is being sought from the
partnership(s), how the partnership ties in with the overall LoB objectives, and why the LoB is going
outside instead of meeting the need internally.

B. Partnership Implementation Plan
Articulate precisely how Vendor will manage the partnership(s), overall schedule, critical milestones, and
dependencies. Be sure and include details of this information in the Deployment Plan.

VI. Channels
This section must provide a complete picture of Channels for this product. "Complete" implies an
integrated worldwide picture defining what is to be common for all regions as well as highlighting what is
to be specific (or different) for one or more regions. Regional differences must be identified and justified.

A. Channel Strategy

   Identify the channels that will be required for this product - initially and over time. This is dependent
    on the price point, the target markets, the product's support requirements, and the volume forecasts.
    The channel selection should be heavily influenced by the target segment preferences.
   Identify specific channel members that must be utilized.
   Define expected % unit sales by channel and identify any significant changes over time.
Page 7 of 10
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                                                                                            Marketing Plan


   Evaluate how well we are positioned in the channels that are required for this product. Identify what
    must be done to create the channel position that is required (add more partners in an existing
    channel, develop a new channel, etc.).
   Identify what is required by each channel in order for them to support the product.
   Identify potential for conflict between channels and strategy for handling.
   Identify and justify regional differences.
   Identify key assumptions, issues, and unknowns.

B. Channel Implementation Plan
Be sure and include details of this information in the Deployment Plan.
 Define the overall schedule, critical milestones, dependencies, resource and cost summary.
 Identify key risks and contingency plans.

VII. Regionalization
This section must provide a complete picture of Regionalization for this product. "Complete" implies an
integrated worldwide picture defining what is to be common for all regions as well as highlighting what is
to be specific (or different) for one or more regions.

A. Regionalization Strategy

   Identify regionalization objectives. Objectives must address whole product including differences in
    hardware, software, associated partners, documentation, packaging, marketing programs materials,
    training materials, etc.
   Identify countries / regions to be supported. Plans for regionalization should be supported by regional
    forecasts by language, market share by region / country, etc.
   Identify and justify variations from standard guidelines.
   Identify key assumptions around volumes, costs, price, and budget allocation (who pays) related to
    regionalization (forecasts, selling price, leveraging to keep costs down in region, training, etc.).
    Evaluate impact of these assumptions and put bounds on volume, cost, revenue, and budget
    allocations.

B. Regionalization Implementation Plan
Be sure and include details of this information in the Deployment Plan.
 Overall schedule, critical milestones (including regionalization development), and dependencies.
 Identify key risks and contingency plans.

VIII. Approval / Contact Information
Provide contact information for those who are/were involved in the creation of the Marketing Plan, and
indicate who approved it.

        NAME                        ROLE                      PHONE           Approval
                               (Recommended)                                  Required?
                          Champion / Sponsor                                       
                          Change Manager / Belt                                    
                          Author
                          Technology Designer
                          Technology Builder


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                                                                                            Marketing Plan



IX. Appendices
Provide details of calculations, etc. that support the main body of the document, or other supporting
materials. For example:

A. Key Financial Model Assumptions

B. Regional Sales Forecasts for Quantity and Revenue

C. Summary Financial Models and Sensitivity Analysis




Page 9 of 10
                                                                                                                    Project Title
                                                                                                                        Marketing Plan

				
DOCUMENT INFO
Description: This document provides a sample marketing plan. Such a plan can help a business generate effective marketing by creating a marketing strategy and operations plan to help gain prospective clients. This Sample Marketing Plan can assist any company or marketing officer in identifying a target market, developing a strong message, and creating promotional strategies to gain new clients. This template offers key questions and guidance to help any company seeking to develop or alter a marketing plan.
This document is also part of a package 21 Essential Documents for your Business 21 Documents Included