Insight Blooging Marketing Plan

Insight BloogingMarketing Plan

Rebecca Scarfone

Market Summary

Market: past, present, & futureReview changes in market share, leadership, players, market shifts, costs, pricing, competition

Early Adopters/Pioneers

Mass Market/Followers

End of Life

Time

Number ofcustomers

Product Definition

Describe product/service being marketed

Competition

The competitive landscapeProvide an overview of product competitors, their strengths and weaknessesPosition each competitors product against new product

A

B

C

D

Performance

Price

Positioning

Positioning of product or serviceStatement that distinctly defines the product in its market and against its competition over timeConsumer promiseStatement summarizing the benefit of the product or service to the consumer

Communication Strategies

Messaging by audienceTarget consumer demographics

Packaging & Fulfillment

Product packagingDiscuss form-factor, pricing, look, strategyDiscuss fulfillment issues for items not shipped directly with productCOGsSummarize Cost of Goods and high-level Bill of Materials

Launch Strategies

Launch planIf product is being announcedPromotion budgetSupply back-up material with detailed budget information for review

Jan

Feb

Mar

Apr

May

Jun

July

Sep

Oct

Nov

Dec

Phase 1

Phase 2

Phase 3

Public Relations

Strategy & executionPR strategiesPR plan highlightsHave back-up PR plan, including editorial calendars, speaking engagements, conference schedules, etc.

Advertising

Strategy & executionOverview of strategyOverview of media & timingOverview of ad spending

Other Promotion

Direct marketingOverview of strategy, vehicles & timingOverview of response targets, goals & budgetThird-party marketingCo-marketing arrangements with other companiesMarketing programsOther promotional programs

Pricing

PricingSummarize specific pricing or pricing strategiesCompare to similar productsPoliciesSummarize policy relevant to understanding key pricing issues

Distribution

Distribution strategyChannels of distributionSummarize channels of distributionDistribution by channelShow plan of what percent share of distribution will be contributed by each channel -- a pie chart might be helpful

Vertical Markets/Segments

Vertical market opportunitiesDiscuss specific market segment opportunitiesAddress distribution strategies for those markets or segmentsAddress use of third-party partner role in distribution to vertical markets

International

International distributionAddress distribution strategiesDiscuss issues specific to international distributionInternational pricing strategyLocalization issuesHighlight requirements for local product variations

Success Metrics

First year goalsAdditional year goalsMeasures of success/failureRequirements for success

Schedule

18-month schedule highlightsTimingIsolate timing dependencies critical to success

Jan

Feb

Mar

Apr

May

Jun

July

Sep

Oct

Nov

Dec

Task 2

Task 3

Task 4

Task 1

Milestone