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

The purpose of Nature's Candy's marketing plan is to serve as a guide for the organization. The following areas will be tracked to gauge ongoing performance. 

  • Customer acquisition costs.
  • Repeat customers.
  • Customer satisfaction.

Implementation

The following milestones identify the key marketing programs. It is important to closely follow the outlined goals.

Milestones

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Milestones
      
AdvertisingStart DateEnd DateBudgetManagerDepartment
Marketing plan completion1/1/20032/1/2003$0QuigleyDepartment
Internet advertising campaign #11/1/20034/30/2003$3,300QuigleyDepartment
Outdoor advertising campaign #11/1/20034/30/2003$3,400QuigleyDepartment
Internet advertising campaign #28/1/200312/30/2003$4,600QuigleyDepartment
Outdoor advertising campaign #28/1/200312/30/2003$3,400QuigleyDepartment
Profitability1/1/20039/30/2003$0EveryoneDepartment
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  $14,700  
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  $14,700  

Contingency Planning

Difficulties and Risks

  • Problems generating visibility.
  • Software/hardware issues that hamper order placement and fulfillment.
  • An immature market that is not yet ready to adopt the efficiencies and convenience that Internet-based retailers offer.

Worst Case Risks May Include

  • Problems securing additional capital.
  • Having to liquidate equipment to cover liabilities.

Sales Forecast

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Contribution Margin

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