Product Marketing Plan Components
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Product Marketing Plan Components
Components to Include in Your Product Marketing Plan
1.0 Executive summary – Complete this paragraph only after the rest of your plan is written. Include a brief description of the company, the product being sold, the segments being targeted, and the positioning strategy. Do not go into the marketing mix details.
2.0 Introduction – brief (one paragraph ) introduction to the company and the product
3.0 Situation Analysis
Product Marketing Plan Components
Competitor Overview – identify competitors and competing products by name and do a very brief overview of each.
Trends in the Industry – self explanatory
SWOT analysis – Remember that S &W are internal to the firm while O & T are an analysis of industry factors not specific to the firm
4.0 Marketing Objectives – A list of two to four ‘S.M.A.R.T. objectives’ applicable to the product you are marketing. Google “SMART marketing objectives,” if you don’t know what this term means.
5.0 Marketing Strategy
5.1 Target Market(s) – provide a detailed profile of the specific segments chosen as targets for this product/service.
5.2 Positioning — How will you position your product in the minds of the target segment(s)? This should include both your strategy for differentiation from competitors and your appeal to the target segment(s) based on their needs and desires. Be sure to include a unique selling proposition as part of this section.
5.3 Product Strategies (see chapter 13 and 14 on setting product strategy and designing and managing services)
5.4 Pricing Strategies (See chapter 16 on Developing Pricing Strategies)
5.5 Place Strategies (see chapter 17 on designing and managing distribution channels and chapter 18 on retailing, wholesaling, and logistics)
5.6 Promotion Strategies (See chapters 19-22)
6.0 Financials – This section is very flexible. Include things you feel are relevant and supportive of your marketing proposal. Ideas include projected sales, breakeven analysis, a promotion budget, etc.
7.0 Controls – How will the company determine the success of the marketing plan? What ongoing controls, measurements, and assessments will guide future decisions regarding the marketing of this product? (See the last ½ of chapter 23).
8.0 Summary and Conclusion
9.0 Appendix (if any)
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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