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Lp bng cn i k

toan[bi 8.1]

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bai Doanh nghip Q c bng k sdcc ti

khon ngy 31/3/N(v tnh 1000 )

Early Adopters/Pioneers

Mass Market/Followers

End of Life

Time

Numberofcustomers

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Hy lpbng Cn iKTon ngy 31/3/N(Ginh cc khonphi thu khch hng v nphi

trngi bn ungnhn)

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T I S NA.TI SN NGN HNI. TIN V CC KHON TNG NG TIN

1.TINIII. CC KHON PHI THU NGN HN

1.PHI THU KHCH HNG2.TR TRC NGUI BN

IV. HNG TN KHO

1.HNG TN KHO2.D PHNG GIM GI HNG TN KHO

V. TI SN NGN HN KHC1.CHI PH TR TRC NGN HN

B.TI SN DI HNI. TI SN C NH

1.TI SN C NH HH-NGUYN GI-HAO MN

4.CHI PH XD C BN D DANG

503050304503001509620

9870(250)3003002255022550

27550(4500)

2500

TNG CNG TI SN 40950

NGUN VN S CUI KA.N PHI TR

N PHI TR NGN HN1.VAY NGN HN

2.PHI TR NGI BN3.NGI MUA TR TIN TRC4.THU V CC KHON PHI NP CHO NN

N DI HN4.VAY N DI HN

1100

500200100

5900B.VN CH S HU1.VN U T CA CH SH7.QU U T PHT BIU10.LI NHUN SAU THU CHA PHN PHI11.NGUN VN XD C BN

297501000(500)2500

T NG C NG NGU N V N 40950

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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 theproduct or service to the consumer

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Communication Strategies

Messaging by audience Target consumer demographics

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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

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Launch Strategies

Launch plan If product is being announced

Promotion budget

Supply back-up material with detailed budgetinformation for review

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec

Phase 1

Phase 2

Phase 3

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Public Relations

Strategy & execution PR strategies PR plan highlights

Have back-up PR plan, including editorialcalendars, speaking engagements, conferenceschedules, etc.

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Advertising

Strategy & execution Overview of strategy Overview of media & timing

Overview of ad spending

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Other Promotion

Direct marketing Overview of strategy, vehicles & timing Overview of response targets, goals & budget

Third-party marketing Co-marketing arrangements with othercompanies

Marketing programs

Other promotional programs

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Pricing

Pricing Summarize specific pricing or pricing strategies Compare to similar products

Policies Summarize policy relevant to understanding keypricing issues

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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 piechart might be helpful

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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 indistribution to vertical markets

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International

International distribution Address distribution strategies Discuss issues specific to international

distribution

International pricing strategy Localization issues

Highlight requirements for local product

variations

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Success Metrics

First year goals Additional year goals Measures of success/failure

Requirements for success

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Schedule

18-month schedule highlights Timing

Isolate timing dependencies critical to success

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec

Task 2

Task 3

Task 4

Task 1

Milestone