Marketing Brief
Client: ………………………………………………Product: …………………………………………..
Date: ……………………………………………….Campaign: ……………………………………….
Period: …………………………………………….
A) The Product
• Product Type
• Brand, Logo
• Product Range / Product Line
• Product’s Rank/ Positioning in The Market
• Product Usage
• Product Features
• Product Description
• Product Advantages/ Disadvantages
• Product’s Unique Selling Point/ Selling Points / Supporting
• Consumer Benefits
• Product / Advertiser’s Image to the trade to the competitors and to the consumers
• Pricing Levels
• Period / Stage of Product Life Cycle
• Product’s Peak Selling Seasons
B) The Market
a) Target Market
• Demographics
Sex: .........................................................................................
Age : ....................................................................................... Race : ..................................................................................... Income Group : ...................................................................... Professional / Occupation : ...................................................
Marital Status : ......................................................................
Education : ............................................................................
Living Area : ..........................................................................
• Psychographics
Lifestyle : ................................................................................
Buying Habits : ....................................................................... Attitude Towards Product : ...................................................
Target Insight : ......................................................................
b) Market Information
• Market Size : ....................................................................................
• Market Share : .................................................................................
• Market Trends : ...............................................................................
In the next month : ..........................................................................
In the next three months : ...............................................................
In the next six months : ...................................................................
c) Competition (In comparison to each type of competitive product)
• Direct/Indirect Competitors: ............................................................
• Competitive Prices: ..........................................................................
• Competitive Advantages: .................................................................
• Competitive Image: ..........................................................................
• Other Competitive Activities……………………………………………………………………………………….
d) Distribution
• Distribution Channels / Outlets: .....................................................
• Product Launch : .............................................................................
e) Marketing Objective ......................................................................
f) Budget Allocation ..........................................................................
g) Period of Campaign...................................................................
h) Advertising Objective...............................................................
i) Others
1. Company’s History:
2. Product’s Process:
3. Target Consumer