A marketing specification serves as a marketing road map for launching a new product or a new advertising campaign. Writing a marketing specification requires you to consider all aspects of the pros and cons of your product and determine how to best translate the benefits to the public. Your marketing specification should also relay who the best-suited target market for your product is. You will need to weigh out a variety of markets to choose the one or few that are the most effective choices for your product.

Outline the key benefits and attributes of your product. Decide how your product will make life better or easier for the consumer. Detail the uses for your product and the benefits it produces. Include technical information and specifications on the product as well.

Note the competition in the market of this product and clarify how your product is better than the competition, solves problems that currently don't have a solution in the marketplace or takes a current product one step further. Also identify any benefits the competition has that need to be addressed by your marketing tactics.

Identify the target market for your product. Though your product could span many markets, choose those that are the most likely to purchase your product or services. This will help you to better target your marketing dollars by going after markets that you have the best shot at acquiring.

Break your target market down into demographics. This will help you to pinpoint your advertising methods. For example, if you found that women are the target market for your product, identify the age group, location and economic status of the women that are most likely to purchase the product.

Identify the marketing tactics that are best suited to engage your target demographic. This could also include steps to test the target market, such as through focus groups or surveys.

Things You Will Need

  • Product specifications

  • List of potential target markets