Principles of Marketing

How to Write a Marketing Plan

Tutorial Contents

Page 14 of 22

Part 4: Tactical Marketing Programs

2. Product Issues
In this section discuss the decisions to be made for existing or new products and services. Make sure to consider all aspects of product decisions (branding, labeling, packaging) and not just the product itself. Also, keep in mind product decisions can also impact distributors (e.g., distributor’s response to packaging used to ship the product). (Length: 1-3 pages)

Brief summary of current product decisions for users and distributors in terms of:
- General description
  - e.g., category of product, product line information
- Features/attributes offered
  - list key features
  - main benefits target market receives
- Branding
- Packaging
- Labeling
Identify planned changes:
- Summarize changes
  - For new products
    - How was product developed?
    - Stage in development process
      - Timetable for availability
- Justify changes:
  - Due to results
  - Due to research
  - Due to competition
  - Others
Describe planned changes:
- Identify changes directed to the targeted user market:
  - Objectives:
    - e.g., modify existing products, extend existing product line, develop new products, develop new uses/benefits for existing products, delete current product, etc.
  - Features/attributes offered
  - Branding
  - Packaging
  - Labeling
- Identify changes to the distributor network:
  - Objectives:
    - e.g., improve distribution, improve protection, lower cost of handling, gain distribution, etc.
  - Features/attributes offered
  - Branding
  - Packaging
  - Labeling

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