Sample Marketing Plan

download Sample Marketing Plan

of 19

  • date post

    14-Nov-2014
  • Category

    Documents

  • view

    40
  • download

    1

Embed Size (px)

Transcript of Sample Marketing Plan

Ec mmec R ti r reigPa o re eal Mak t e n lnN trC n y aue a d s

T iiac mp t e a l o amak t gp n Y uaew l met u eti h s o l e x mp f s e e rei l . o r e o o s h n a c s c ne t s g i w e p n i y u o nmak t ga ti s o tn a a u e h n l n g o r w d a n rei cvi . n it e T ce t amak t gp no y u o nt go y u b s e s p a e o rae rei l f o r w o rw o r u i s, l s n a n e c n i r u p p l Mak t gPa Pos f ae L anmoea o s e o r o u r rei l r ot r. e r r t d a n n w w wp l l . m. w .a a oc ot o

Ce t amak t gpa ta g t rs l rae rei ln h t es eut n sB ssln s f r. o p wee b D c Tp Mak t g etel g ot e N w o rd y u t a e rei . i wa n i listepo e so b i igs p ot g Smpie h rc s f ul n u p rn f d i d c me tt nfr o r reiga e d . o u nai o y u mak t o n g n a

F c s nat na drs l ! o u o ci n eut o s P ce wi a v e n e a l ak d t d i a d x mpe h c s E s frcs &b d es ay oeat s u gt

V rin1 . es o 10 $ 7 .5 1 99

raea a t npa fr o r C e t n ci ln o y u o mak t gt go y u b sn s . rei o rw o r u ie s n

Pee t o r l wi s l rsn y u pa t t e n h y Is n d wno d n t t o la ! a

L anmoea er r t

w wp lat.o w .ao l c m o

A o thsmak t gpa b u ti rei ln n N me , c t n , n n mb r i teoin l l ma h v b e c a g d a ds b tni p ro s fh oin l l tx ma a s l ai s a d u esn h r i p n y a e e n h n e , n u s t l ot n o te r i p n e t y o o ga a a a i ga a h v b e o t dt pe ev c ni nii a dpo r tr i omai . a e e n mi o rs re o f e t l n rpi ayn r t n t e d at y e f o G ieie o u igti pa ud l s n sn hs ln n Y uaew l met u etip na as rn p i t ce t y u o n b t o d n t a ep r si t rpo u e p bs , o r e o o s h l s t t g o to rae o r w , u y u o o h v emi o o e rd c , u lh c s a ai n sn i d tb t o e e c p tip na i x t h r. e u s fre r t a a e c s , n oh r i e n t no tis mp p n ir ue r v n o y h l st is ee R q e t o rpi s c d miu e a d te d s mi i fh a l l si s a es s n, s ao s e a s o l b e idt temak t gd p r n o P lAt S f aea mak t g a a oc m. o po u t fr t nv i u h u e mae o h d l rei e at t f a l ot r t rei @p l l . n me o o w n o t o F r rd c i omai it r n o so w b i a w wp l l . m o c l -0 -2 -5 6 e se t w .a a oc t o t o r a 18 02 97 2 . l

C p r h P lAt S f ae Ic ( w .a a oc m)Ali t rs re . o yi t a l ot r,n .w wp l l . . l g s e ev d g o o w ot o rh

Confidentiality Agreement

The undersigned reader acknowledges that the information provided by _________________________ in this marketing plan is confidential; therefore, reader agrees not to disclose it without the express written permission of _________________________. It is acknowledged by reader that information to be furnished in this marketing plan is in all respects confidential in nature, other than information which is in the public domain through other means and that any disclosure or use of same by reader, may cause serious harm or damage to ________________________. Upon request, this document is to be immediately returned to _________________________. ___________________ Signature ___________________ Name (typed or printed) ___________________ Date This is a marketing plan. It does not imply an offering of securities.

Table Of Contents1.0 2.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Situation Analysis . . . . . . . . . . . 2.1 Market Summary . . . . . . . 2.1.1 Market Demographics 2.1.2 Market Needs . . . . 2.1.3 Market Trends . . . 2.1.4 Market Growth . . . 2.2 SWOT Analysis . . . . . . . . 2.2.1 Strengths . . . . . 2.2.2 Weaknesses . . . . 2.2.3 Opportunities . . . . 2.2.4 Threats . . . . . . . 2.3 Competition . . . . . . . . . 2.4 Product Offering . . . . . . . 2.5 Keys to Success . . . . . . . . 2.6 Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 .2 .3 .3 .3 .4 .5 .5 .5 .6 .6 .6 .7 .7 .7

3.0

Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.3 Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.4 Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.5 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.6 Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.7 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 3.8 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Financials . . . . . . . . . 4.1 Break-even Analysis 4.2 Sales Forecast . . . 4.3 Expense Forecast . Controls 5.1 5.2 5.3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 . 10 . 11 . 12 . 13 . 13 . 14 . 14

4.0

5.0

. . . . . . . . . . . . Implementation . . . . Marketing Organization . Contingency Planning .

Nature's Candy1.0 Executive SummaryNature's Candy (NC) is an e-commerce company designed to become the market leader in Webbased sales of naturopathic and homeopathic nutritional supplements. The company is located in Chicago, IL. Although many Internet companies have recently failed, the Internet is still poised to support e-commerce retailers. Most of the dotcoms failed because of access to capital with an unproven business model and no true revenue streams. Nature's Candy will overcome these problems with an easy to use website and an efficient distribution system. Nature's Candy's mission is to provide the finest in natural supplements using the Internet to lower the consumer's cost. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers. The majority of the start-ups which were Internet-based started their business model on the assumption that the first to market had the best chances of survival. This reasoning was based on the belief that gaining customers and market share were the most important things a business could do and the first to market had the best chance of achieving this. While these are indeed important activities, they are by no means the absolute priority. The whole technology fallout indicates that a proven revenue-generating business model is more important than sheer customers and market share. In the next three years Nature's Candy intends to create an icon e-commerce brand and will grow to $319,000 in revenue.

Annual Sales Forecast

$500,000 $450,000 $400,000 $350,000 $300,000 $250,000 $200,000 $150,000 $100,000 $50,000 $0 2003 2004 2005

Baby boomers Other

Page 1

Nature's Candy2.0 Situation AnalysisNature's Candy is beginning its first year of operation. NC recognizes that marketing activities are critical to the success and profitability of the business. NC offers a wide selection of private label naturopathic and homeopathic nutritional supplements. The basic market need is for a wide selection of reasonably priced, consistent-quality supplements.

2.1 Market SummaryNature's Candy has collected information regarding the common attributes of the prized customers. This information will be used to determine the specific needs of the customers and the best method for communication with the targeted segments.

Target Markets

Baby boomers Other

Table 2.1: Target Market Forecast Target Market Forecast Potential Customers Baby boomers Other Total

Growth 9% 8% 8.62%

2003 64,785 40,000 104,785

2004 70,616 43,200 113,816

2005 76,971 46,656 123,627

2006 83,898 50,388 134,286

2007 91,449 54,419 145,868

CAGR 9.00% 8.00% 8.62%

Page 2

Nature's Candy2.1.1 Market DemographicsThe profile for NC's customer consists of the following geographic, demographic, and behavior factors: Geographics There is no immediate geographic target for NC. The only constraint of the Internet is that the majority of sales will be from within the U.S. due to importing/exporting tariffs that do not make it cost effective for an international order to be placed. The total targeted population is 336,428. Demographics Both male and female. Ages range from 25-65, with 73% of the people coming from the subgroup of 26-37. Young professionals who work 40-60 hours a week and appreciate the convenience of purchasing over the Internet. 64% of the customers have attended college. Behavior Factors Are very cognizant of the their health. 39% of the customers practice some form of yoga. 31% of the targeted customers are vegetarians. 9% of the target market are vegans (vegetarian that abstains from all dairy products or any animal by-product).

2.1.2 Market NeedsNature's Candy is providing its customers with a wide selection of private label supplements. NC seeks to fulfill the following benefits that are important to their prized customers. Selection: Customers demand a wide selection so all of their supplementary needs can be met by one store. Quality: There a