The purpose of Sigmund's Gourmet Pasta's marketing plan is to serve as a guide for the organization.
Implementation Milestones
The following milestones identify the key marketing programs. It is important to accomplish each one on time, and on budget.
| Milestones |
| | | | | | |
| Advertising | Start Date | End Date | Budget | Manager | Department |
| Marketing plan completion | 1/1/2001 | 2/1/2001 | $0 | Kevin | Department |
| Banner ad campaign #1 | 2/1/2001 | 4/1/2001 | $3,754 | Kevin | Department |
| Banner ad campaign #2 | 10/1/2001 | 1/1/2002 | $4,900 | Kevin | Department |
| Total Advertising Budget | | | $8,654 | | |
| PR | Start Date | End Date | Budget | Manager | Department |
| Other | | | $0 | | |
| Other | | | $0 | | |
| Total PR Budget | | | $0 | | |
| Direct Marketing | Start Date | End Date | Budget | Manager | Department |
| Direct mail campaign #1 | 2/1/2001 | 4/1/2001 | $1,689 | Kevin | Department |
| Insert campaign #1 | 2/1/2001 | 4/1/2001 | $2,252 | Kevin | Department |
| Direct mail campaign #2 | 10/1/2001 | 1/1/2002 | $2,205 | Kevin | Department |
| Insert campaign #2 | 10/1/2001 | 1/1/2002 | $2,940 | Kevin | Department |
| Total Direct Marketing Budget | | | $9,086 | | |
| Web Development | Start Date | End Date | Budget | Manager | Department |
| Name me | | | $0 | | |
| Other | | | $0 | | |
| Total Web Development Budget | | | $0 | | |
| Other | Start Date | End Date | Budget | Manager | Department |
| Name me | | | $0 | | |
| Other | | | $0 | | |
| Total Other Budget | | | $0 | | |
| Totals | | | $17,740 | | |
Marketing Organization
Kevin Lewis, the owner, is primarily responsible for marketing activities. This is in addition to his other responsibilities, and does depend on some outside resources for graphic design work, and creativity.
Contingency Planning
Difficulties and risks:
- Problems generating visibility.
- Overly aggressive and debilitating actions by competitors.
- An entry into the Eugene market of an already existing, franchised gourmet pasta restaurant.
Worst case risks may include:
- Determining that the business cannot support itself on an ongoing basis.
- Having to liquidate equipment or intellectual property to cover liabilities.
