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

CCCD will employ several programs within their marketing strategy. All of the programs will have the goal of getting the largest bang for the buck as the marketing budget is fairly limited, but a necessary expenditure. CCCD will employ advertisements in two local newspapers, the Register-Guard and the Eugene Weekly, as well as provide free community workshops as a method of networking. The last element of the marketing strategy will be the use of a robust website that will catalog all of the different services offered by Creative Concepts.

Mission

Creative Concepts Computer Design's mission is to provide the client with the finest computer consulting services available. CCCD exists to attract and maintain customers. With a strict adherence to this maxim, success will be ensured. Our services will exceed the expectations of our clients.

Marketing Objectives

The  marketing objectives are as follows:

  1. Increase sales every month for the first two years.
  2. Increase repeat customers by 3% per quarter.
  3. Develop a brand image that is synonymous with quality within the Eugene community.

Financial Objectives

The financial objectives include the following goals:

  1. Increase the profit margin by 1% per quarter.
  2. Hold spending at a steady level as a percentage of sales.
  3. Generate sufficient sales to eventually require the need to hire an additional employee.

Target Markets

Creative Concepts Computer Design will provide computer support in both a consulting and technical capacity to home PC users as well as small business owners. Since Creative Concepts is currently a one-man operation it will be limited in growth to the capacity of work able to be completed. Personal market research indicates an available market niche able to be occupied by additional businesses of this nature. The very nature of the computing industry, with its extraordinary rate of technological development, creates a constant need for businesses skilled in updating and advising customers on computer-related issues.

The existing computer service market is so extensive that categorizing it is a rather difficult task. For our revenue-oriented purposes we will define the market as home PC users and small business clients. Home PC users will provide the majority of our business revenue. These jobs will typically consist of minor upgrades, services and advising. The small business market will be defined as customers with five or more computers or a network requiring service or repair.

Positioning

Creative Concepts will position themselves as the premier computer consulting firm in the Eugene community. The small business community as well as home users will be serviced with professional and effective computer consulting that will solve users problems as well as empower them with new-found control over their technological environment. CCCD will leverage their competitive edge to achieve the desired positioning.

CCCD's competitive edge consists of their unusual ability to explain or teach complex technical issues to clients of all computing abilities. The ability to translate complex "computerease" into basic English is an unusual and desired skill. This competitive edge allows CCCD to empower clients with new knowledge, making them feel significantly more comfortable in the computing environment where they now interact in so many activities.

Strategy Pyramids

The single objective is to position CCCD as the premier computer consultancy, serving both home users as well as small businesses, consistently increasing market penetration. The marketing strategy will seek to generate customer awareness of CCCD's offered services and grow the customer base, building referrals and customer loyalty.

The message that CCCD will seek to communicate is that they can offer assistance for any type of computer issue that the customer can think of or encounter. CCCD will employ several different methods of communication. The first method will be the use of advertisements. Ads will be placed in the Register-Guard, Eugene's daily newspaper as well as the Eugene Weekly, the arts and entertainment weekly.

CCCD will also use free, community computer presentations/seminars as a communication method. These presentations will be fairly broad based, general presentations/lectures introducing newbies to computer technology. The goal of the presentations will be to introduce the community to CCCD and their unique teaching style. The presentations should develop significant new customer leads.

The last method CCCD will utilize is a comprehensive website that will display CCCD's technological proficiency, describe their unique competitive edge of an efficient and effective teaching style, as well as catalog all of the different services offered.

Marketing Mix

CCCD's marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.

  • Pricing- The pricing schedule is generally based on a per hour rate. However, CCCD is flexible in order to meet all of the customer's possible needs including a monthly retainer rate for any problems that arise.
  • Distribution- Generally the services will be offered at the client's home/place of business.
  • Advertising and Promotion- A multi-pronged strategy will be used for the advertising/promotion campaign.
  • Customer Service- CCCD is keenly aware of the need to have exemplary customer support in order to increase their market penetration and achieve sustainable profitability.

Marketing Research

CCCD used primary marketing research to mine data about the market, customers, and their preferences. An electronic survey was administered to collect the market research. The survey took the form of either an email document or a form that could be completed online at CCCD's website. The survey was issued to people within the target market segment. CCCD received a total of 107 returned surveys that provided Creative Concepts with significant amounts of valuable market research.

To ensure accuracy and validity of the surveys, the survey design was outsourced to a statistics professional. The added expense of the survey creation was more than rewarded by accurate, valid market research.

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