Many of the marketing plan examples included in this book are for highly successful new products. These marketing plans are excellent examples for you to follow, whether your objective is to launch a new product or to engage in some other form of marketing endeavor. Many of the marketing plans included in this book were huge undertakings because the potential reward justified the effort. The complexity of your marketing plan should depend on the scope of your marketing venture.
New product marketing plans are more sophisticated because the profits that can be realized from the launching of a successful new product can be extraordinary. (Depending on the capital requirement, the return on the initial investment required for a new product can be many times greater than the return on almost any other investment. This return can outpace the returns generally realized by acquisitions or even investments in a companys normal operations.)