4/2/2007 Rodney's Video 1 Rodney's Video Marketing
Description: 422007 Rodneys Video 1 Rodneys Video Marketing Plan Rodney Larson, CIO 422007 Rodneys Video 2 Market Summary Market: past, present, future Review changes in market share, leadership, players, market shifts, costs, pricing,
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slide1. 4/2/2007 Rodney's Video 1 Rodney's Video Marketing Plan Rodney Larson, CIO<br>
slide2. 4/2/2007 Rodney's Video 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<br>
slide3. 4/2/2007 Rodney's Video 3 Product Definition Describe product/service being marketed<br>
slide4. 4/2/2007 Rodney's Video 4 Product Types/Revenue<br>
slide5. 4/2/2007 Rodney's Video 5 Competition The competitive landscape
Provide an overview of product competitors, their strengths and weaknesses
Position each competitor’s product against new product<br>
slide6. 4/2/2007 Rodney's Video 6 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<br>
slide7. 4/2/2007 Rodney's Video 7 Communication Strategies Messaging by audience
Target consumer demographics<br>
slide8. 4/2/2007 Rodney's Video 8 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<br>
slide9. 4/2/2007 Rodney's Video 9 Launch Strategies Launch plan
If product is being announced
Promotion budget
Supply back up material with detailed budget information for review<br>
slide10. 4/2/2007 Rodney's Video 10 Public Relations Strategy & execution
PR strategies
PR plan highlights
Have backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.<br>
slide11. 4/2/2007 Rodney's Video 11 Advertising Strategy & execution
Overview of strategy
Overview of media & timing
Overview of ad spending<br>
slide12. 4/2/2007 Rodney's Video 12 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<br>
slide13. 4/2/2007 Rodney's Video 13 Pricing Pricing
Summarize specific pricing or pricing strategies
Compare to similar products
Policies
Summarize policy relevant to understanding key pricing issues<br>
slide14. 4/2/2007 Rodney's Video 14 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<br>
slide15. 4/2/2007 Rodney's Video 15 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<br>
slide16. 4/2/2007 Rodney's Video 16 International International distribution
Address distribution strategies
Discuss issues specific to international distribution
International pricing strategy
Localization issues
Highlight requirements for local product variations<br>
slide17. 4/2/2007 Rodney's Video 17 Success Metrics First year goals
Additional year goals
Measures of success/failure
Requirements for success<br>
slide18. 4/2/2007 Rodney's Video 18 Schedule 18-month schedule highlights
Timing
Isolate timing dependencies critical to success<br>
slide2. 4/2/2007 Rodney's Video 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<br>
slide3. 4/2/2007 Rodney's Video 3 Product Definition Describe product/service being marketed<br>
slide4. 4/2/2007 Rodney's Video 4 Product Types/Revenue<br>
slide5. 4/2/2007 Rodney's Video 5 Competition The competitive landscape
Provide an overview of product competitors, their strengths and weaknesses
Position each competitor’s product against new product<br>
slide6. 4/2/2007 Rodney's Video 6 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<br>
slide7. 4/2/2007 Rodney's Video 7 Communication Strategies Messaging by audience
Target consumer demographics<br>
slide8. 4/2/2007 Rodney's Video 8 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<br>
slide9. 4/2/2007 Rodney's Video 9 Launch Strategies Launch plan
If product is being announced
Promotion budget
Supply back up material with detailed budget information for review<br>
slide10. 4/2/2007 Rodney's Video 10 Public Relations Strategy & execution
PR strategies
PR plan highlights
Have backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.<br>
slide11. 4/2/2007 Rodney's Video 11 Advertising Strategy & execution
Overview of strategy
Overview of media & timing
Overview of ad spending<br>
slide12. 4/2/2007 Rodney's Video 12 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<br>
slide13. 4/2/2007 Rodney's Video 13 Pricing Pricing
Summarize specific pricing or pricing strategies
Compare to similar products
Policies
Summarize policy relevant to understanding key pricing issues<br>
slide14. 4/2/2007 Rodney's Video 14 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<br>
slide15. 4/2/2007 Rodney's Video 15 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<br>
slide16. 4/2/2007 Rodney's Video 16 International International distribution
Address distribution strategies
Discuss issues specific to international distribution
International pricing strategy
Localization issues
Highlight requirements for local product variations<br>
slide17. 4/2/2007 Rodney's Video 17 Success Metrics First year goals
Additional year goals
Measures of success/failure
Requirements for success<br>
slide18. 4/2/2007 Rodney's Video 18 Schedule 18-month schedule highlights
Timing
Isolate timing dependencies critical to success<br>