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

The purpose of the marketing plan is to serve as a guide for the organization.  The following areas will be monitored to gauge performance. 

  • Revenue- monthly and annual.
  • Expenses- monthly and annual.
  • New customer percentage.
  • Customer satisfaction.

Implementation Milestones

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 completion1/1/20032/1/2003$0JasonMarketing
Advertising campaign #11/1/20036/30/2003$6,820JasonMarketing
Promotional campaign #11/1/20036/30/2003$1,544JasonMarketing
Advertising campaign #27/1/200312/30/2003$13,800JasonMarketing
Advertising campaign #27/1/200312/30/2003$2,580JasonMarketing
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  $24,744  
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  $24,744  

Contingency Planning

Difficulties and risks:

  • Problems generating visibility.
  • Overly aggressive and debilitating actions by competitors.

Worst case risks 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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