Nine Lives Outdoor Gear Consignment Shop
This sample marketing plan was created with Marketing Plan Pro software.
Nine Lives advertising budget is limited, so the advertising program will be fairly straightforward. Nine Lives will advertise in local outdoor magazines and journals, the local newspaper (Register Guard), and the student newspaper at the University of Oregon. Additionally, Nine Lives will advertise in the outdoor industry journal in hopes of attracting new sources of inventory.
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Nine Lives' mission is to provide the customer with quality outdoor clothing and gear at reasonable prices. 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.
Nine Lives will be focusing on three distinct groups of people that purchase outdoor clothing a gear:
Nine Lives intends to target people that have a need for outdoor clothing and gear but do not have unlimited financial resources. Most outdoor enthusiasts do not have unlimited financial resources. People typically choose to live in Eugene for its quality of life and wonderful outdoor activities, and people are willing to make significantly less (relatively) than in Portland because quality of life is so important.
With a large population of outdoor enthusiasts, particularly those that sacrifice financial gains for quality of life, Nine Lives has a large population base to draw off of. The University of Oregon is located in Eugene and has an active outdoor student body. Additionally, the university has a large Outdoor Program which will be a large source of buyers and sellers.
Nine Lives will position itself as a reasonably-priced outdoor gear and clothing retail store. Eugene consumers have a demand for discounted outdoor equipment.
Nine Lives' positioning will leverage their competitive edge:
The single objective is to position Nine Lives as the premier place to purchase reasonably priced clothing and gear for any outdoor adventure. The marketing strategy will first seek to create customer awareness regarding the products offered, develop the customer base, and work toward building customer loyalty and referrals.
The message that Nine Lives will seek to create is that Nine Lives offers the finest selection of reasonably-priced outdoor gear and equipment for enthusiasts. This message will be communicated through advertising in a variety of sources. The first source is the local outdoor magazine/journal. The second source is the Register Guard. The third is the U of O student newspaper. The final source for advertisements is the outdoor industry journal for manufacturers and distributors.
Nine Lives' marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.
During the initial phase of the marketing plan development, several focus groups were held. These focus groups provided helpful insight into the decision making processes of outdoor enthusiasts.
An additional source of dynamic market research is a feedback mechanism based on a suggestion card system. The suggestion card has several statements that customers are asked to rate in terms of a given scale. There are also several open ended questions that allow the customer to freely offer constructive criticism or praise. Nine Lives will work hard to implement reasonable suggestions in order to improve their service offerings as well as show their commitment to the customer that their suggestions are valued.
The last source of market research is competitive analysis. Nine Lives will send people to local competitors to gain information about the service offerings.
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