Problem:
Determine: 1) the name of the product, 2) the target market demographics, 3) the Unique Selling Properties, 4) any special / unique packaging, 5) whether you're rolling it out locally, regionally or nationally and where. 6) Will you have a spokesperson?.Who will you choose?
Determine a promotional budget and if you have any strategic partners (identify them).
Then develop the 4 Ps of the marketing mix. Remember that the three legs of promotion are advertising, PR and sales promotion.