A product marketing plan fits on one page. It answers five questions: the job, the product mix, the price ladder, the promotion and the distribution. This post gives you the template and a filled example.
Learn these skills in the course Product Management (MX-PM), module 1.
Who This Is For
Product and marketing executives who present a product plan to management.
The One-Page Template
| Part | The Question | Example: a Hand Sanitiser Range |
|---|---|---|
| Job to be done | What job does the customer hire the product for? | Clean hands at the shop counter, with no water |
| Product mix | Which sizes, variants and bundles do we sell? | 50 ml, 500 ml pump, 5-litre refill |
| Pricing ladder | What is the price of each step, from entry to premium? | Entry pocket size, standard pump, bulk refill for shops |
| Promotion | Which message, in which channel, in which month? | Counter display for shops; bulk offer for clinics |
| Distribution | Where does the customer buy it? | Pharmacies, convenience stores, B2B orders |
How to Fill It In
- Write the job in the customer’s words.
- List the product mix you sell today. Mark the gaps.
- Set a price for each step of the ladder.
- Choose one message and one channel for each customer group.
- List the places where the customer buys, from most to least sales.
Common Mistakes to Avoid
- A plan of twenty slides. Keep it to one page.
- A product mix with no price ladder. The buyer then sees no reason to trade up.
- Promotion with no channel. Each message needs a place.
Try It This Week
Choose one product. Fill in the five parts on one page. Show it to one sales person and ask for one change.
Frequently Asked Questions
Is the marketing mix the same as the 4Ps?
The course uses the marketing mix to plan product, price, promotion and place.
How often do we update the plan?
Every quarter, or when a competitor changes price.
Next Step
Read the full outline of Product Management (MX-PM). Public classes: 17 and 18 February 2027; 17 and 18 March 2027. All dates are on the Training Calendar. For a group from your company, get a quote for in-house training. More Work Tips are in the skill area Product. Read also:
