Table of Content

Executive Summary

I. Product/Business History and Product Performance

A. Product History
B. Current Target Market
C. Current Market Situation
D. Marketing Strategy (Existing)
i. Product
a) Current Positioning,
b) Current Value Proposition (Benefits)
c) Product Features (Current)
d) Brand
e) Packaging
f) Label
g) Product Mix
ii. Financial Data
iii. Sales and Distribution
iv. Product Promotion

II. Situational Analysis

A. SWOT Analysis
B. Competitor Analysis

III. Objective and Target Market (Proposed)

A. Objective
B. Target Market
1. Market Data
2. Segment and Marketing Persona

IV. Proposed Product Strategy

A. Product Definition and Description (Proposed)
1. Product Definition
2. Product Description
B. Branding
C. Packaging
D. Labeling
E. Tagline
F. Others

V. Financial Data
A. Pricing
B. Financial Projections/Forecasting
C. Forecasted Cost of Goods Sold
D. Forecasted Income Statement

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 VI. Sales and Distribution
VII. Product Promotion
VIII. Implementation

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