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Markeing Plan

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The presentation shows the basic steps to be understood and taken care of, to prepare a successful Marketing Plan for a pharmaceutical brand in indian market senerio.

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Markeing Plan

  1. 1. [Product Name] Marketing Plan [Name]
  2. 2. 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
  3. 3. Product Definition • Describe product/service being marketed
  4. 4. Competition • The competitive landscape – Provide an overview of product competitors, their strengths and weaknesses – Position each competitor’s product against new product A B C D Performance Price
  5. 5. 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
  6. 6. Communication Strategies • Messaging by audience • Target consumer demographics
  7. 7. 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
  8. 8. Launch Strategies • Launch plan – If product is being announced • Promotion budget – Supply back up material with detailed budget information for review Phase 1Phase 1 Phase 2Phase 2 Phase 3Phase 3 Jan Feb Mar Apr May Jun July Sep Oct Nov DecAug
  9. 9. Public Relations • Strategy & execution – PR strategies – PR plan highlights – Have backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.
  10. 10. Advertising • Strategy & execution – Overview of strategy – Overview of media & timing – Overview of ad spending
  11. 11. 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
  12. 12. Pricing • Pricing – Summarize specific pricing or pricing strategies – Compare to similar products • Policies – Summarize policy relevant to understanding key pricing issues
  13. 13. 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
  14. 14. 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
  15. 15. International • International distribution – Address distribution strategies – Discuss issues specific to international distribution • International pricing strategy • Localization issues – Highlight requirements for local product variations
  16. 16. Success Metrics • First year goals • Additional year goals • Measures of success/failure • Requirements for success
  17. 17. Schedule • 18-month schedule highlights • Timing – Isolate timing dependencies critical to success Task 2Task 2 Task 3Task 3 Task 4Task 4 Task 1Task 1 Milestone Jan Feb Mar Apr May Jun July Sep Oct Nov DecAug