insight blooging
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ha haTRANSCRIPT
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Insight BloogingMarketing Plan
Rebecca Scarfone
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Market Summary
• Market: past, present, & future– Review changes in market share,
leadership, players, market shifts, costs, pricing, competition
Early Adopters/Pioneers
Mass Market/Followers
End of Life
Time
Number of
customers
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Product Definition
• Describe product/service being marketed
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Competition
• The competitive landscape– Provide an
overview of product competitors, their strengths and weaknesses
– Position each competitor’s product against new product
A B
CD
Performance
Pri
ce
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Positioning
• Positioning of product or service– Statement that distinctly defines the
product in its market and against its competition over time
• Consumer promise– Statement summarizing the benefit of the
product or service to the consumer
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Communication Strategies
• Messaging by audience• Target consumer demographics
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Packaging & Fulfillment
• Product packaging– Discuss form-factor, pricing, look,
strategy– Discuss fulfillment issues for items not
shipped directly with product
• COGs– Summarize Cost of Goods and high-level
Bill of Materials
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Launch Strategies
• Launch plan– If product is being announced
• Promotion budget– Supply back-up material with detailed
budget information for review
Jan Feb Mar Apr May Jun July Sep Oct Nov Dec
Phase 1Phase 1
Phase 2Phase 2
Phase 3Phase 3
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Public Relations
• Strategy & execution– PR strategies– PR plan highlights– Have back-up PR plan, including editorial
calendars, speaking engagements, conference schedules, etc.
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Advertising
• Strategy & execution– Overview of strategy– Overview of media & timing– Overview of ad spending
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Other Promotion
• Direct marketing– Overview of strategy, vehicles & timing– Overview of response targets, goals &
budget
• Third-party marketing– Co-marketing arrangements with other
companies
• Marketing programs– Other promotional programs
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Pricing
• Pricing– Summarize specific pricing or pricing
strategies– Compare to similar products
• Policies– Summarize policy relevant to
understanding key pricing issues
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Distribution
• Distribution strategy• Channels of distribution
– Summarize channels of distribution
• Distribution by channel– Show plan of what percent share of
distribution will be contributed by each channel -- a pie chart might be helpful
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Vertical Markets/Segments
• Vertical market opportunities– Discuss specific market segment
opportunities– Address distribution strategies for those
markets or segments– Address use of third-party partner role in
distribution to vertical markets
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International
• International distribution– Address distribution strategies– Discuss issues specific to international
distribution
• International pricing strategy• Localization issues
– Highlight requirements for local product variations
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Success Metrics
• First year goals• Additional year goals• Measures of success/failure• Requirements for success
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Schedule
• 18-month schedule highlights• Timing
– Isolate timing dependencies critical to success
Jan Feb Mar Apr May Jun July Sep Oct Nov Dec
Task 2Task 2
Task 3Task 3
Task 4Task 4
Task 1Task 1
Milestone