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

The purpose of The Grog Shop's marketing plan is to serve as a guide for the organization.

Implementation

The following milestones identify 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 completion1/1/20012/1/2001$0KarenDepartment
Advertising1/1/20011/1/2004$9,600KarenDepartment
Strategic relationships1/1/20011/1/2004$4,400KarenDepartment
Grassroots promotion1/1/20011/1/2004$4,800KarenDepartment
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
Name me1/1/20031/15/2003$0ABCDepartment
Other1/1/20031/15/2003$0ABCDepartment
Total Advertising Budget  $18,800  
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  $18,800  

Contingency Planning

Difficulties and risks:

  • Problems generating visibility and awareness of the Grog Shop.
  • An entry into Portland of the "conversation roundtables" or other single meeting events.
  • Lower than forecasted consumption of alcohol.

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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