Marketing Plan Outline

I. Executive Summary
(2 page summary of the market, opportunity, product, pricing, distribution, and promotional
programs including your expected results).
II. Market Analysis.
a. Market Analysis
1. Segmentation approach
2. Needs by segment
3. Segment Potential
b. Analysis of Current and Potential Competitors
c. Environmental Analysis
1.
2.
3.
4.

Technology
Society
Industry
Etc.

III. Marketing Plan

a. Description of the market opportunity (based on section II analysis).
1. Description of need.
2. Discussion of market potential.
3. Description of product concept.
b. Product Strategy
1.
2.
3.
4.
5.
6.
7.

Description of product
Objectives for product
Features and Benefits
Product Quality Strategy
Product Service Strategy
Competitive positioning of product
Estimated Costs

c. Pricing Strategy

1. Basic Price Strategy

Skimming vs Penetration
Cost Plus
Others?
2. Competitor issues
d. Distribution Strategy
1.
2.
3.
4.
5.

Channels used to distribute the product.

Dealers, etc.
Channel co-marketing and relationships
Costs
Competitor issues

e. Marketing Communication and Promotional Strategy

1. Overall promotional objectives
2. Advertising
3. Personal Selling
Sales programs
Incentives
Sales support
4. Sales Promotions
5. Program Costs
6. Competitor issues
IV. Technological Issues
a. Trends
b. Impact on product offering.
V. Financials
a. Sales Volume Forecast
b. Marketing and Service Provision costs
c. Estimated Income.