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

The purpose of Passion Soles' 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.
  • Repeat business.
  • Customer satisfaction.

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 completion1/1/20012/1/2001$0Holly 
Advertising campaign #11/1/20015/31/2001$2,200Holly 
Advertising campaign #25/1/20017/31/2001$1,000Holly 
Advertising campaign #33/1/199912/31/2001$2,600Holly 
Advertising campaign #33/1/199912/31/2001$2,600Holly 
Total Advertising Budget  $8,400  
PRStart DateEnd DateBudgetManagerDepartment
Strategic Alliances1/1/2001ongoing$1,825Holly 
Other  $0  
Total PR Budget  $1,825  
Direct MarketingStart DateEnd DateBudgetManagerDepartment
Other  $0  
Other  $0  
Total Direct Marketing Budget  $0  
Web DevelopmentStart DateEnd DateBudgetManagerDepartment
Other  $0  
Other  $0  
Total Web Development Budget  $0  
OtherStart DateEnd DateBudgetManagerDepartment
Securing space in trendy mall1/1/20011/15/2001$700Holly 
Other  $0  
Total Other Budget  $700  
Totals  $10,925  

Marketing Organization

Holly Heels is responsible for the marketing effort.  Holly will outsource the creative services.

Contingency Planning

Difficulties and risks:

  • Problems reaching the break-even point due to lack-luster sales.
  • A break down in the just in time (JIT) business model.
  • Consumers who are unwilling to wait a day or two to get their shoes.

Worst cast risks may include:

  • Determining that the business cannot support itself on an ongoing basis.
  • Having to liquidate equipment/inventory to cover liabilities.

Sales Forecast

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Contribution Margin

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