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. Technology
2. Society
3. Industry
4. 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. Description of product
2. Objectives for product
3. Features and Benefits
4. Product Quality Strategy
5. Product Service Strategy
6. Competitive positioning of product
7. Estimated Costs

c. Pricing Strategy
 1. Basic Price Strategy
 Skimming vs Penetration
 Cost Plus
 Others?
2. Competitor issues

d. Distribution Strategy

1. Channels used to distribute the product.

2. Dealers, etc.
3. Channel co-marketing and relationships
4. Costs
5. 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.