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Kaolin Calefactors will use a three-pronged approach to marketing. The first prong is becoming visible at the regional arts and crafts fair. The fairs are a collection of artists, craftsmen, and prospective customers who come together at an event to sell and buy goods. Sue will set up a booth at these fairs and bring a stock of goods which she can sell on-site. Additionally, Sue will have portfolio of past works that will act as a catalog. Sue can take orders at the fairs and then ship the finished goods. These fairs are a good place for networking because it is common for gallery buyers to come to the shows looking for artists that they can buy products from. Sue forecasts that she will be able to develop several strategic relationships with galleries that she is introduced to from the fairs.
Kaolin Calefactors will also use their website as a place to disseminate information and accept orders. The website will have an extensive catalog of the 12 current production designs, as well as most of Sue's past designs, acting as a catalyst or suggestion for the prospective consumer to place a custom order. Sue also accepts drawings and sketches of proposed custom designs submitted over the website. Sue will then draft a proposal project and display it over the website awaiting the customer's OK to proceed with the project.
The third prong to the marketing strategy will be getting Sue's works into galleries and art stores. This marketing strategy will be accomplished by traveling to different galleries and craft stores, meeting with buyers and convincing them to stock Sue's products.
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Kaolin Calefactors' mission is to design and construct the finest dishware pottery. The designs will be innovative, modern, or custom to the client's wishes. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.
The market can be segmented into two different groups:
People that are purchasing the pottery for other people.
This segment is looking for a gift for someone and they are looking for something that is unique, something that stands out relative to most other dishware. This segment, more often than not, will be purchasing from the production line of dishware.
People that are buying pottery for themselves.
Some people have a very specific idea/style in mind. These people are more likely to opt for a custom design. This can be expected because the custom work is more expensive and typically more unique, for these reasons it is intuitive to expect that the more unique design, the more likely that the person is buying the product for themselves.
Kaolin Calefactors will position themselves as the premier artist concentrating on ceramic dishware. Kaolin Calefactors' low production line and custom design work will be attractive to a wide range of people who appreciate functional art. Kaolin Calefactors will leverage their competitive edge to increase their customer base and reinforce the Kaolin brand.
The single objective is to position Kaolin Calefactors as the premier source for individually designed, artistic ceramic dishware. The marketing strategy will seek to first create customer awareness regarding products/services offered, develop the customer base, and work toward building loyalty and referrals.
The message that Kaolin Calefactors seeks to communicate is that it offers the most creative and unique artistic dishware. This will be communicated through a variety of methods. The first is a presence at the regional arts and crafts fairs where a booth will be set up and a small display will be filled with Sue's designs.
A website will be used as a complete catalog of designs and design options. Customers can order their products on the site, as well as submit custom requests. The last method of marketing message communication is through a targeted presence at art/crafts stores as well as art galleries. Having a presence at these galleries will increase the visibility and develop brand awareness of Kaolin Calefactors.
Kaolin Calefactors' marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service:
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