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

The purpose of H20 Industries' marketing plan is to serve as a guide for the organization in their pursuit to generate brand awareness, increase sales, and build a strong network of dealers.  The following areas will be monitored to gauge performance:

  • Revenue: monthly and annual, performance compared to planned sales projections.
  • Expenses: monthly and annual, compared to planned expenses.
  • Research and Development: as a percentage of revenue.
  • Customer Satisfaction: to result in repeat purchases and generating active customer referals.

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 completion1/1/20032/1/2003$0JohnMarketing
Ad campaign #12/1/20036/30/2003$39,000JohnMarketing
Ad campaign #27/1/200312/30/2003$57,500JohnMarketing
Trade show #13/1/20033/15/2003$6,000JohnMarketing
Trade show #26/1/20036/15/2003$9,000JohnMarketing
Trade show #39/15/200310/30/2003$10,000JohnMarketing
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  $121,500  
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  $121,500  

Contingency Planning

Difficulties and Risks

  • Problems generating sufficient sales.
  • Overly aggressive and debilitating actions by competitors.
  • Barriers developing a large network of supporting dealers.

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.

Sales Forecast

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Contribution Margin

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