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Main > Tutorials > How to Write a Marketing Plan >

Analysis: Current Product(s)

May be able to skip this section if plan is for a new product and no related products exist.
Provide detailed analysis of the company’s product(s). (Length: 1-2 pages).

  • Describe the company’s current product(s) offerings in terms of:
    • Product Attributes
      • Describe the main product features, major benefits received by those using the product, current branding strategies, etc.
    • Pricing
      • Describe pricing used at all distribution levels such as pricing to final users and to distributors, incentives offered, discounts, etc.
    • Distribution
      • Describe how the product is made accessible to final users including channels used, major benefits received by distributors, how product is shipped, process for handling orders, etc.
    • Promotion
      • Describe promotional programs and strategies in terms of advertising, sales promotion, personal selling and public relations, how product is currently positioned in the market, etc.
    • Services Offered
      • Describe support services provided to final users and distributors before, during and after the sale
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