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

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.


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.

Marketing Objectives

  • Grow total sales by 10% annually.
  • Build customer loyalty through innovative designs, attention to detail, and a customer-centric approach.
  • Increase the customer base by 15% per year.
  • Generate demand to the point that it exceeds supply, requiring Sue to seek help with administrative duties.

Financial Objectives

  • Decrease costs through operating efficiencies by 5% annually.
  • Increase the return on investment by 3% per year.
  • Reach profitability within eight months.

Target Markets

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.

  • Kaolin Calefactors' competitive edge is their customer-centric approach to business. This translates into bending over backwards to accommodate the customer's specialized needs. This is most prevalent in the custom designs where Sue works hand-in-hand with the customer to allow them to realize their dream. This cooperative relationship with the customer begins at the design stage and continues throughout the work process.

  • This customer-centric approach is quite intuitive and effective for several reasons. It is intuitive for Sue because while it is obviously important for the business to make money, Sue believes that if she treats the customers properly the profits will happen as a by product of this approach (this is assuming that the proper financials controls are in place). This approach is effective because it is far cheaper to maintain a happy customer than it is to attract new ones.


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.

Marketing Mix

Kaolin Calefactors' marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service:

  • Pricing: The pricing scheme is designed to track both material costs as well as time spent in creating the product.
  • Distribution: The products will be distributed through the booth at art and craft fairs, the website, and select galleries/stores.
  • Advertising and promotion: These activities will be accomplished through an active presence at fairs, utilization of a website, and visibility at select galleries and stores.
  • Custom service: Obsessive customer service is the mantra.  Customers will be satisfied even at the expense of short-term profits.  This recognizes the business model that presumes long-term profits will be maximized by taking care of the customer.

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