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

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:

  • Internet website.
  • Print ads.
  • Promotional coupons.
  • Customer Frequent Bowler Program.
  • Community Involvement Program.
  • Business-to-business personal contact (networking).


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.

Marketing Objectives

  1. Maintain steady sales growth.
  2. Increase market share every quarter.
  3. Decrease customer acquisition costs by 1.5% per quarter.

Financial Objectives

  • Once operational, holding spending at a steady level relative to sales.
  • Decrease the debt load as fast as possible.
  • Increase the revenue per customer by 2% every quarter.

Target Marketing

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.

Market Analysis

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Market Analysis
Potential CustomersGrowth     CAGR
Household Income: $25,000-$34,9995%54,60057,33060,19763,20766,3675.00%
Household Income: $35,000-$49,99910%64,50070,95078,04585,85094,43510.00%
Household Income: $50,000-$74,99910%59,10065,01071,51178,66286,52810.00%

Strategy Pyramids

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:

  • Website.
  • Advertisements.
  • Coupons.
  • Community involvement.
  • Networking.

Marketing Mix

Kiln Creek's marketing mix is composed of the following approaches to pricing, distribution, advertising and promotion, and customer service.

  • Pricing- All prices are fixed and on display.
  • Distribution- the services are all offered at the Kiln Creek facility.
  • Advertising and Promotion- A multi-pronged strategy will be employed to achieve the advertising and promotion goals.
  • Customer Service- A high level of customer service must be maintained in order to ensure a large percentage of repeat customers.

Marketing Research

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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