Marketing Launch Plan

(Go To Market Plan)
for <Project Name>
<Date>

....................................................................7 Risk 2 Description............................................................................4 2 Product Release Milestones ........................................................................................................................................and Post-Launch Key Metrics............................6 List of components to be manufactured and/or delivered to operations for inclusion on servers..................................................................5 3 Plans & Deliverables by Department/Function ..................................................................................................7 Feature/function/benefit Table .........7 Summary of Pre...............................5 Advertising ........................................................................................6 Events ........................................................................................................................................................................................................................................................6 Advertising......................................................2 Executive Summary ....................................................................1 Reasons of Failure .............................7 Key benefits that solve the problem .....6 Channel/partner marketing............................................................7 9 Risk Analysis.......................................................4 Objective 1....................................7 Executive Summary 1....................................................7 Target Audience Profiles .......................................................................................5 Public Relations .........................6 Direct Marketing.............................................................................................................................7 Competitive Background........6 7 Manufacturing and Operations........................................................................................................2 1 Marketing Launch Strategies .............................................6 List of SKUs .................................7 Sample User Profiles ..................................................................................................................................................................6 6 International ........6 Web sales .........................................................................................4 Objective 2....................7 Problem(s) to be solved ...........................................................................................................................................................................................................................................................................................................................................................6 Key dates and deliverables.....................................................................................................................................6 8 Technical Support..........................................................6 5 Pricing ............................................................................................................................................................6 4 Launch Budget ..7 11 Appendix: Supporting Marketing Information.................................................................................................................................................................................................................................................................................................................6 Sales support tools ..................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................6 Web marketing.........................................4 … Objective 3....................................................................................7 Risk 1 Description...................................................................7 Method and Location of Status Reporting.................................................................................................................................................................................................................7 Target Market ......................7 10 Launch Status Communication Plan.....................................................................................................................7 Key dates and deliverables.................................................................................................................................................................................... Customer Service ..................................................................................6 Trade Shows ............................7 Positioning ..............................................................

through next release Objectives Schedule Budget 1.10 Launch Status Communication .Situation Overview Target Audience Positioning Key Benefits Unit & Revenue Forecasts by region and/or channel.9 Risks & Mitigations 1.

3 1. Organizing by Functional Area helps each area understand the scope of their deliverables.4 Strategy Tactics … Objective 3 1.> 1.1. The measurement aspect forms the basis for monitoring the success of the product launch.> 1. time-bound statements of goals. PR. Can have multiple strategies in support of an objective. product-level).> . division.1.1 Strategy <Statement of the approach you will use to get from where you are now to the achievement of the objective.> Objective 2 1. Web Marketing).2 Tactics <Bullet-list of specific tactics.1. Direct Marketing. in priority order (most important first).1.1.6 Strategy Tactics <NOTE: Marketing activities can be organized by Objectives and/or by Functional Areas (such as Advertising. measurable. Organizing by Objectives helps sell the Launch Plan to upper management.5 1.1. They are in support of a higher-level strategy (corporate.> Objective 1 <Objectives are specific.1 Marketing Launch Strategies <Also known as “Go To Market Strategies”.

run ads weekdays for three months: • Spokane area May 22 – August 24 • Seattle area August 22 – November 23 • Portland area November 14 – February 14 • Boise area February 20 – May 17  Ongoing advertising efforts: • Weekdays morning and evening commute > . Example: Advertising Very important for creating awareness on a local level.2 Product Release Milestones <from Development> 3 Plans & Deliverables by Department/Function <Each of the following sections should contain: • 2-3 sentences on the role this function plays in the marketing plan. and flyers in next four launch locations to inform customers. and to incent them to try the new services. Or explain why you are not including any activities in the plan at this time. so that the reader knows that you have not overlooked a specific function. movie reviews and trailers (provide URL)  Rotate two commercials: • Friends enjoying videos together • Family video night  Measure and evaluate: • Use special buttons on web home page for ad response • Count click-throughs on special buttons • Change content and placement as needed for next launch area and current locations  During launch. Include specific deliverables and their due dates. Use radio. • Bulleted list that details the key tactics for this launch. Adjust the advertising in the other areas as needed (both content. placement. it’s priority. newspaper ads. Evaluate the effectiveness of the individual ads and make adjustments for new launch areas as needed. build excitement about using the new service. • • Target adults in the 25-40 year old range Run radio commercials on one soft rock and one talk radio station  During morning and afternoon commute (every 20 minutes during commute)  To drive new customers to web site for promotion specials. and the general approach. and timing) to maintain consumer interest.

Reference to supporting documents if appropriate.> Q1 Q2 Q3 Q4 PR Advertising Trade Shows Direct Marketing Events Sales Tools Web Channel & Partner 5 Pricing <By SKU and channel> 6 International <Rollup of objectives.> 7 Manufacturing and Operations Key dates and deliverables List of SKUs List of components to be manufactured and/or delivered to operations for inclusion on servers . budget.Public Relations Advertising Trade Shows Direct Marketing Events Web marketing Web sales Sales support tools Channel/partner marketing 4 Launch Budget <By department and calendar quarter. deliverables. key schedule dates. “Q1” in this template represents the first quarter in which funds need to be paid out toward launch activities.

3 9 Training Beta customer list Press and analyst list Risk Analysis Risk 1 Description 9. Target Market Problem(s) to be solved Key benefits that solve the problem Positioning Target Audience Profiles Sample User Profiles Feature/function/benefit Table Competitive Background .1.1 9.1.4 Alternatives Mitigation Plan 10 Launch Status Communication Plan Summary of Pre.1 8.3 9. Customer Service Key dates and deliverables 8.2 8.1.1.and Post-Launch Key Metrics Method and Location of Status Reporting 11 Appendix: Supporting Marketing Information <Your messaging document and any other market/audience background information from your MRD/PRD go here>.1.2 Alternatives Mitigation Plan Risk 2 Description 9.8 Technical Support.1.1.

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