Sample Marketing Plan Template Page 8

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Appendix C Sample Marketing Plan
C-8
Target market 3: Direct consumer markets for brands with successful licensing
arrangements for consumer products, such as Coca-Cola
Example: Products with major brand recognition and fan club member-
ship, such as Harley-Davidson motorcycles or the Bloomington Gold
Corvette Association, could provide additional markets for customized
computer calendars. Brands with licensing agreements for consumer
products could provide a market for consumer computer calendars in
addition to the specialty advertising product, which would be marketed to
the manufacturer/dealer.
Target market 4: Industry associations that regularly hold or sponsor trade
shows, meetings, conferences, or conventions
Example: National associations, such as the National Dairy Association or
the American Marketing Association, frequently host meetings or annual
conventions. Customized calendars could be developed for any of these
groups.
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B. Marketing Mix
Though the marketing
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mix section in this plan is
1. Products. Star Software markets not only calendar software but also the serv-
abbreviated, this component
ice of specialty advertising to its clients. Star’s intangible attributes are its abili-
should provide considerable
ty to meet or exceed customer expectations consistently, its speed in responding
details regarding each element
to customers’ demands, and its anticipation of new customer needs. Intangible
of the marketing mix: product,
price, distribution, and
attributes are difficult for competitors to copy, thereby giving Star Software a
promotion.
competitive advantage.
2. Price. Star Software provides a high-quality specialty advertising product cus-
tomized to its clients’ needs. The value of this product and service is reflected
in its premium price. Star should be sensitive to the price elasticity of its prod-
uct and overall consumer demand.
3. Distribution. Star Software uses direct marketing. Since its product is com-
pact, lightweight, and nonperishable, it can be shipped from a central location
direct to the client via United Parcel Service, FedEx, or the U.S. Postal Service.
The fact that Star can ship to multiple locations for each customer is an asset in
selling its products.
4. Promotion. Since 90 percent of Star’s customers reorder each year, the bulk of
promotional expenditures should focus on new product offerings through
direct-mail advertising and trade journals or specialty publications. Any remain-
ing promotional dollars could be directed to personal selling (in the form of
sales performance bonuses) of current and new products.
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