Kiln Creek Bowling Center
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A full-time public relations coordinator will be a vital part of Kiln Creek Bowling Center's management team. She will be responsible for assuring customer satisfaction, generating public awareness of the type of entertainment offered at the center, and filling the various leagues with bowlers. Publicity will be generated through:
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Kiln Creek Bowling Corporation's mission is to provide a wide range of high quality family entertainment options. We exist to attract and maintain customers. With a strict adherence to this maxim, success will be ensured. Our services will exceed the expectations of our customers.
The bowling market is targeted according to household income. The three major categories are $25,000 to $34,999, $35,000 to $49,000, and $50,000 to $75,000.
|Household Income: $25,000-$34,999||5%||54,600||57,330||60,197||63,207||66,367||5.00%|
|Household Income: $35,000-$49,999||10%||64,500||70,950||78,045||85,850||94,435||10.00%|
|Household Income: $50,000-$74,999||10%||59,100||65,010||71,511||78,662||86,528||10.00%|
The single objective is to position Kiln Creek Bowling Corporation as the premier family entertainment center in the region, quickly gaining market share. The marketing strategy will seek to create customer awareness regarding the services offered and develop the customer base.
The message that Kiln Creek will seek to communicate is that the center is the most advanced, comprehensive entertainment center in the area. This message will be communicated using several methods:
Kiln Creek's marketing mix is composed of the following approaches to pricing, distribution, advertising and promotion, and customer service.
Two forms of primary market research were performed when Kiln Creek Bowling was in the introductory stages of the business and marketing plan development. The first type was a questionnaire. The questionnaire was passed out to people within the targeted market population.
Focus groups were also used to solicit information about the target customers, their needs, and their purchasing decision making process. Both forms of market research were invaluable for the development of both the business and marketing plans and served as a solid vote of confidence for the eventual decision to proceed with this project.
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