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E-commerce Retailer Marketing Plan
Nature's Candy
This sample marketing plan was created with Marketing Plan Pro software.
Controls
The purpose of Nature's Candy's marketing plan is to serve as a guide for the organization. The following areas will be tracked to gauge ongoing performance.
- Customer acquisition costs.
- Repeat customers.
- Customer satisfaction.
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Implementation
The following milestones identify the key marketing programs. It is important to closely follow the outlined goals.
Milestones
| Milestones | |||||
| Advertising | Start Date | End Date | Budget | Manager | Department |
| Marketing plan completion | 1/1/2003 | 2/1/2003 | $0 | Quigley | Department |
| Internet advertising campaign #1 | 1/1/2003 | 4/30/2003 | $3,300 | Quigley | Department |
| Outdoor advertising campaign #1 | 1/1/2003 | 4/30/2003 | $3,400 | Quigley | Department |
| Internet advertising campaign #2 | 8/1/2003 | 12/30/2003 | $4,600 | Quigley | Department |
| Outdoor advertising campaign #2 | 8/1/2003 | 12/30/2003 | $3,400 | Quigley | Department |
| Profitability | 1/1/2003 | 9/30/2003 | $0 | Everyone | Department |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Name me | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Other | 1/1/2003 | 1/15/2003 | $0 | ABC | Department |
| Total Advertising Budget | $14,700 | ||||
| PR | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total PR Budget | $0 | ||||
| Direct Marketing | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total Direct Marketing Budget | $0 | ||||
| Web Development | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total Web Development Budget | $0 | ||||
| Other | Start Date | End Date | Budget | Manager | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Name me | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Other | 1/1/2006 | 1/15/2006 | $0 | ABC | Department |
| Total Other Budget | $0 | ||||
| Totals | $14,700 | ||||
Contingency Planning
Difficulties and Risks
- Problems generating visibility.
- Software/hardware issues that hamper order placement and fulfillment.
- An immature market that is not yet ready to adopt the efficiencies and convenience that Internet-based retailers offer.
Worst Case Risks May Include
- Problems securing additional capital.
- Having to liquidate equipment to cover liabilities.
Sales Forecast
Contribution Margin
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