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.
| 