Product Launch Marketing Plan Template

​[Sender.Company]​

​[Product.Name]​

(Launch day)

The purpose of this product launch marketing plan is to aid in planning the product launch process for the company's new product to enter a new or current market. The plan shall define, create, feature, and execute key company initiatives during the product launch planning process. Most importantly, the product launch marketing plan shall provide the guidelines for all aspects of the product launch and evaluate the plan's success.

​[Sender.Company] shall launch a new product, the [Product.Name] on (Launch day) to diversify revenue streams and meet new target customers. While the product development team will handle all aspects of product manufacturing and packaging, the [Sender.Company] product marketing team will support all other teams and aspects of the successful product launch project.

Within the product marketing team, the public relations team will be responsible for managing and supporting product launch focus groups, post-launch surveys, press release creation, press release distribution, and media monitoring software. The content creation team will create all written and visual messaging tools for the product launch plan, including key phrases. The advertising team will create and place all paid media in digital, print, and social outlets.

The employee training team will handle all aspects of employee education, messaging, and management of new information. All product launch teams will report directly to the Vice President of Marketing.

The [Product.Name] will provide a variety of new, key features, including (list new features here. For example, a unique flavor, new design, optimized layout, to enhance customer value). The product will also feature new packaging.

The [Product.Name] was created after receiving insight and feedback from segmented stakeholders who said they needed (list needed features/avoided pain points here). The product's key specifications include (list product specification details here).

​[Sender.Company]'s new product is anticipated to enhance brand positioning and stakeholder value. The current target buyers are (enter target buyer information here) while the target audience is (enter target audience information here).

This product launch is anticipated to increase [Sender.Company]'s revenues by (number%) over a (number)-year period while simultaneously bringing more value to customers. Currently, [Sender.Company] has budgeted a total of ($0.00) for the product launch project.

The product launch marketing plan as follows will outline all of the product marketing efforts for [Product.Name]'s product launch, including:

• Go to market launch strategy

• Pre-product launch research and marketing

• Pre-product launch employee messaging

• Product launch advertising

• Content creation/Product marketing

• Product launch public relations

• Product launch success metrics

Product launch marketing is a necessary tool for [Sender.Company] to create successful entries into new and current markets. Therefore, the proper management of this launch and future product launches is essential for the company

to execute its overall marketing plan.

Launching the product under these specifications and adapting to the ever-growing personas of new customers will help [Sender.Company] achieve greater recognition in the (specific market. For example, software as a service, consumer packaged goods) market.

Pre-launch focus groups:

(Beginning and end dates)

Focus group data analysis:

(Beginning and end dates)

Product launch progress/status update:

(Date)

Product roadmap:

(Beginning and end dates)

Internal employee messaging:

(Beginning and end dates)

Product launch content creation:

(Beginning and end dates)

Product launch progress/status update:

(Date)

Product launch post-review:

(Beginning and end dates)

Product launch ROIs are determined:

(Date)

The [Product.Name] will be launched on (launch day). To support the product launch project, [Sender.Company]'s go-to-market strategy will include (list product marketing strategies here. For example, uploading fresh content on the website/social channels, issuing paid digital advertising, issuing a press release).

The main goal of the product launch plan's go-to-market strategy is to inform customers [Product.Name] is available and more (affordable, innovative, etc.) than the other related items on the market, creating greater brand value.

The product marketing team will be responsible for tying all product launch plan marketing initiatives back to these objectives. Launching this go-to-market strategy and messaging initiatives will be critical in the success of the current and future product launches.

Pre-launch research and planning will require several initiatives. Specifically, the company will conduct focus groups for target buyers and the target audience to tailor product launch messaging to these populations. The product launch plan will specifically aim at identifying customer pain points.

The market analysis evaluation will determine when and where we can outcompete other products in this category. Stakeholder positioning will include notices and pre-launch messaging to distributors, wholesalers, and other partners regarding the product launch plan.

​[Sender.Company] will be issuing a few types of paid advertising, including digital advertising on local news organization sites as part of the product launch plan. Digital advertising will also include advertising via Google AdWords. Social advertising will primarily target Facebook and Instagram channels.

Print advertising will feature handbills, giveaways, and advertisements in trade magazines. The advertising teams will provide an example of each type of advertising to the Director of Marketing before final placement.

A majority of the content creation product launch marketing will be geared toward messaging for both [Sender.Company] employees and customers. Emphasis will be placed on educating the customer about resolving customer pain points, key features of the new product, the pricing of the product, and how to access the product.

Production of video content creation will inform the customer on how to assemble the product, if necessary. Significant content and product marketing will be uploaded to the company website.

The product public relations plan will be a coordinated effort to get the product launch news into the hands of the media at large and relevant stakeholders. Press release planning, such as creation and distribution, will provide the public with facts, figures, and relevant quotes from company executives about the new product launch.

The company will utilize media monitoring software to track press release pick-up and positive or negative feedback from customers on social channels. Some agency fees are anticipated to educate external stakeholders beyond the current public relations teams' bandwidth. ​

The current version of the product marketing launch plan has been reviewed and authorized by the Vice President of Marketing.

The Vice President of Marketing will finalize any adjustments made to the product marketing plan and its timeline.