How To Formulate A Sample Marketing
Strategy
Here is a very basic sample marketing strategy for a product
which does not have an associate web site. Let us use Pottery as an
example.
Marketing Objective
* Increase sales by 10% per year
* Create loyal customer base
* Increase the customer base by 10% per year
* Create demand that exceeds supply to be forced to bring in an
employee.
Finance Objective
Decrease operating costs by 5% per year * Reach profitablility in 6
months
Target Market
* People who buy pottery
* People who give pottery as gifts.
Positioning
We are the premier custom pottery store.
If you want any type of custom pottery with features of your
choice, we are the pottery company you want!
Strategies
Build loyalty and a great customer base by offering a custom
service catering to the customer and what they want done with
pottery. We will be using a break even analysis. This means for the
first 5 months we will only spend money that will be equal to or
less than $0 at the end of each month. That means we have a
specific amount to work with and no matter what, we will NOT go
past that amount.
Sales Forecast
The first two months the business is
running, the market will be increasing as word of mouth spreads,
marketing campaigns become effective, and other forms of
advertising are set in motion. Sales should steadily rise to the
desired amount by the end of month 4-5.
Expense Budget
Advertising budget, employee budget, material budget.
Contingency Plans
If after 6 months, business stays in the red, seriously reconsider
what you are doing. Maybe the product or service just isn't needed
at this time.
This is a very rudimentary sample marketing strategy. When doing
it yourself, you should have weekly graphs printed out and neatly
organized so you know exactly how much you are spending, making,
and plan to spend. Also, if the product had an associated website,
the plan would be very different. If anything, this strategy leaves
out most of the small details that are needed. Just remember to
start small with 1 or 2 realistic goals that can be achieved very
quickly. This will boost morale and make you feel great about your
business.
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