1. Organizational overview a. Name of organization b. Mission statement, organization's basic values and philosophy c. Geographic location d. Product mix - Single product - Product line(s) 2. New product description 3. SWOTT analysis a. Strengths (internal) b. Weaknesses (internal) c. Opportunities (external) d. Threats (external) e. Trends (external) 4. Marketing research a. Consumer analysis - Demographics - Psychographics - Behaviours (eg: purchase behaviours) - Geographical considerations b. Industrial analysis, if applicable - Competitor analysis 5. Segmentation a. Criteria b. Target market(s) 6. Differentiation and positioning 7. Stage of the product life cycle 8. Marketing mix a. Product/service - Type - good, service, idea etc - Features - how will it be different from the competitors? - Identification - brand name, label and packaging - Production method/delivery of service b. Price - Pricing strategy - Profit-oriented - Sales-oriented - Status quo c. Place - Channels of distribution - manufacturer, wholesaler, retailer - Product location availability - Physical distribution/location of facilities/modes of transportation - Cost - Production - Distribution - Overhead - Sales - Marketing - Markup - Suggested selling price - Profit margin - Price and quality relationship - perceived value d. Promotion - Personal selling - Advertising - Direct mail - Internet - website, social media, email etc - Telemarketing - Television - Radio - Integrated media - Others - Sales promotions - sales prices, discounts, coupons, contests, sweepstakes, tradeshows etc - Public relations - Website 9. Budget 10. Control/monitor - Feedback mechanism to monitor progress - Evaluation process - Performance objectives (quantifiable elements) - Profit margin - Market share - Promotional effectiveness - Market penetration