This template document outlines the information that should be included in a marketing
plan. A marketing plan outlines a strategy for introducing a product or integrated
solution into the market. A marketing plan can be global in reach with regional launch
plans or tailored to a specific and local market, depending on the product. This
document was written as a sample and contains instructions to assist the development
of a business’ marketing plan. It should be modified as needed to fit the needs of the
company.
Marketing Plan
Project Title
What is a Marketing Plan?
Marketing Plans outline the strategy and plans for introducing and managing a whole
product or integrated solution in the market. Each Marketing plan must be a global plan;
that is, each section within the plan must represent an integrated perspective, with the
needs and plans of each region included. There may also exist separate, more detailed,
Regional Launch Plans, etc. for a product or solution. Pertinent components of that work,
however, should be contained in the Marketing Plan and obtained from the business
planner and responsible support organizations.
This template has been developed for use in the creation of these plans. Its purpose is
to aid business planning and other teams in considering and thinking through all of the
issues related to bringing a product to market and related to product life cycle
management, including any transitions between current products and follow-on products.
It defines all of the sections that should be present in the plan along with an outline of
the information that should be included in each section. The outline is intended to be
fairly complete, but is not necessarily exhaustive.
Many of the sections in this template have strategy and implementation subsections, as
well as bullets for identifying any underlying assumptions. This has been done so that
each section contains as complete a picture as possible of everything that must be
considered and documented for a particular topic.
This document was written as a template and instructions to assist in the development of
the Marketing Plan. The format captured within this document does not supersede good
judgment nor does it necessarily indicate execution. It is designed as a guide, as a shell
to be modified as necessary. The components contained in this template are
recommended; however, each change initiative must determine which are applicable
based on the type of change.
NOTE: When using this document, the portions in blue italics are instructional only and
should be removed.
Project Title
Marketing Plan
Table of Contents
I. Executive Summary ................................................................................................................................. 4
II. Introduction ............................................................................................................................................. 4
A. Intended Audience .................................................................................................................... 4
B. Companion Documents ............................................................................................................ 4
C. Glossary of Terms..................................................................................................................... 4
D. Assumptions ............................................................................................................................. 4
E. Risk Assessment....................................................................................................................... 5
III. Product Description ............................................................................................................................... 5
A. Market Overview ....................................................................................................................... 5
B. Segmentation ............................................................................................................................ 5
C. Whole Product Overview .......................................................................................................... 5
D. Competitive Overview ............................................................................................................... 6
E. Value Proposition ...................................................................................................................... 6
F. Product Positioning ................................................................................................................... 6
IV. Product Pricing ...................................................................................................................................... 6
A. Pricing Strategy ......................................................................................................................... 6
B. Pricing Implementation Plan ..................................................................................................... 7
V. Partnerships ............................................................................................................................................ 7
A. Partnership Strategy ................................................................................................