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

The purpose of the marketing plan is to provide the organization with a long-term guide for growing the business. The plan will also serve as a functional short-term document that enumerates the activities that must take place. The following areas will be monitored to gauge effectiveness:

  • Marginal order fulfillment costs.
  • Annual and monthly repeat business.
  • The number of complaints or problems as a percentage of overall sales.

Implementation

The following milestones identify the 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 completion1/1/20022/1/2002$0SusanDepartment
Website development2/1/20024/30/2002$600SusanDepartment
Website maintenance2/1/200212/31/2002$660SusanDepartment
Brochure production2/1/20022/15/2002$500SusanDepartment
Brochure dissemination/ printing2/15/200212/31/2002$200SusanDepartment
Networking activities1/1/200212/31/2002$1,800SusanDepartment
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  $3,760  
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  $3,760  

Contingency Planning

Difficulties and risks:

  • Deliberate actions by a large competitor with the express goal of driving Susan out of business.
  • Problems with vendors that create fulfillment issues.
  • Problems generating visibility.

Worst case senarios may include:

  • Determining that there is not sufficient business to support BOG on an ongoing basis.
  • Some sort of product liability or negligence action that necessitates closure of the operation.

Sales Forecast

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Contribution Margin

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