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This sample marketing plan was created with Marketing Plan Pro software.

The purpose of Kiln Creek's marketing plan is to server as a guide for the organization. The following areas will be monitored to gauge performance.

  • Expenses- monthly and annual.
  • Sales- monthly and annual.
  • Utilization of the facility- a percentage of current usage rates relative to capacity.
  • Customer satisfaction.

Implementation Milestones

The following milestones identify the key marketing programs. It is important to accomplish each one on time and on budget.

Milestones

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Milestones
      
AdvertisingStart DateEnd DateBudgetManagerDepartment
Marketing Plan Completion1/1/20032/1/2003$0SusanMarketing
Website Completion1/1/20032/1/2003$7,000SusanMarketing
Advertising Campaign #13/1/20035/30/2003$11,200SusanMarketing
Advertising Campaign #26/1/20038/30/2003$19,500SusanMarketing
Advertising Campaign #39/1/200311/30/2003$35,000SusanMarketing
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Other1/1/20031/15/2003$0ABCDepartment
Total Advertising Budget  $72,700  
PRStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total PR Budget  $0  
Direct MarketingStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total Direct Marketing Budget  $0  
Web DevelopmentStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total Web Development Budget  $0  
OtherStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total Other Budget  $0  
Totals  $72,700  

Contingency Planning

Difficulties and risks:

  • Over-estimating demand.
  • Problems generating visibility.
  • Mistaken assumptions regarding the future development of the business area.

Worst case risks may include:

  • Determining that the business cannot support itself on an ongoing basis.
  • Having to liquidate equipment to cover liabilities.

Sales Forecast

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Contribution Margin

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