Company
Marketing plan
(draft) 01.01.2008
[insert your logo]
This is the Basic 08 version of our marketing plan outline.
For the full 35 page detailed version, [x08] visit:
http://www.stokestore.com
Hope you find the plan useful! Drop me a note to let me know
what you think or if there is anyway I can assist you in planning
or executing your marketing programs.
Regards,
Mike Wilson, President, idea34 communications, inc.
mikew@idea34.com | www.idea34communications.com | 508-285-7785
2008 marketing plan: © idea34. all rights reserved.
Page 1
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Marketing plan:.b08 (v.01)
2008 marketing plan: © idea34. all rights reserved.
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Content outline
I.
II.
III.
IV.
V.
VI.
VII.
VIII.
IX.
X.
Business Goals
Communications Goals
Competitive Review
Value Proposition
Brand/Product Sales Messages
Pricing
Marketing Communications Programs
Budget
Timeline
More!
2008 marketing plan: © idea34. all rights reserved.
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I. Business Goals
 Brand value goal: (i.e. stock value up 10% in 2006)
 Sales Goal: (i.e. 500 leads per quarter)
 Marketing Organizational Goal:
(i.e. hire PR agency, in-source web systems)
 People and Knowledge goals:
(i.e. improve awareness, conduct customer survey)
2008 marketing plan: © idea34. all rights reserved.
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II. Our Communications Goals:
 Brand Goal: (i.e. awareness up 10% in 2006)
 Sales Support: (i.e. improve online leads +25%)
 Marketing Process Improvements:
(i.e. complete closed-loop process, establish metrics)
 People goals: (i.e. hire team, internal communications
program)
2008 marketing plan: © idea34. all rights reserved.
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III. Competitive Review
Competitors are either expensive and proprietary or inexpensive and
time consuming. Our advantage is [x]:
Category
Category
Real or perceived category position
Competitor 1
Seen as the leader because of good PR and Analyst support
Competitor 2
Unknown, very product focused
Competitor 3
Seen as a good value with good partnerships
Company
Company
Real or perceived market position
Competitor 1
Expensive, proprietary
Competitor 2
Low-cost, poor service
Competitor 3
Does a good job with service, products lack partners
Product
Product
Real or perceived product position
Competitor 1
Flagship product is perceived as a leader, lacks quality
Competitor 2
Delivery and implementation has been a serious problem
Competitor 3
Great customer names and usage stories
2008 marketing plan: © idea34. all rights reserved.
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IV. Value Proposition
The target audience discussion, product discussion, category
discussion and competitive market discussion all culminate in the value
proposition. The most common model is as follows:
Basic Value Proposition Model
To ____________ (target audience), ________(brand)
is the ___________(frame of reference)
that ________________ (point of difference).
An example for idea34 communications:
To businesses and brands, idea34 communications
is the marketing communications agency that brings
new ideas that build business.
2008 marketing plan: © idea34. all rights reserved.
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V. Brand/Product Sales Messages
What we say in sales, literature, web, outbound communication
consistently.
Features
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Most important feature 1
Most important feature 2
Most important feature 3
Benefits

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
Most important benefit to consumer 1
Most important benefit to consumer 2
Most important benefit to consumer 3
Differences

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Competitive difference 1
Competitive difference 2
Competitive difference 3
Proof

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Fact we use to substantiate our claim 1
Fact we use to substantiate our claim 2
Fact we use to substantiate our claim 3
Support

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What others say about us 1
What others say about us 2
What others say about us 3
2008 marketing plan: © idea34. all rights reserved.
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VI. Pricing
Basic pricing model (“the perfect sale would be…”)
Example 1: Current pricing model includes the following components:
Hardware
Software
Service
Options
Platinum Plus Support
Total
$25,000
$10,000
$10,000
$1,000
$4,000
$50,000 initial sale
Example 2: Average retail sale would include:
Initial purchase
Accessories
Monthly Service
Incremental sales
Customer value
$99.00
$29.00
$10.00 x 12
$75.00
$323.00 annual median
Volume Discounts
Typically, volume discounts are afforded to larger, direct corporate
accounts where the business does not go through the channel. This
policy and the corresponding price schedule needs to be defined.
2008 marketing plan: © idea34. all rights reserved.
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VII. Marketing Communications
A basic overview of targeting for launching a company, new product or
product and/or company into a new market:
“The Elite 5%”- Core influencers and
innovators to establish the market
“The First 25%” –The early adopters
and full price buyers
“The Profitable 50%”
Launch
First year
Second year
–The early majority
Goals (Examples)
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Articulate the Brand essence, Value proposition, and Company personality
Define a tone of voice, attitude, and style
Determine who the first 500 buyers are
Review Industry issues/trends/practices, identify industry influencers
Lay the ground work for positioning the new company/product
Gather market intelligence to uncover the best way to communicate with
all constituents
Analyze what competitors are doing to sell product
Find how to best attract and communicate with retailers/resellers
Define sales support programs
Coordinate media and analyst relations
Generate X leads per quarter
2008 marketing plan: © idea34. all rights reserved.
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VIII. Budget summary
The following budget is an estimate for planning purposes only. It is
based on the comprehensive plan described in this proposal overlaid
against budget guidelines provided.
Brand, name, research, identity
Website Design/Development
$ 00.00
$ 00.00
Sales Materials Development
Channel Marketing Programs
$ 00.00
$ 00.00
Direct Marketing Program
Advertising
Public Relations
Marketing Measurement, Surveys, Research
Staff, events support, miscellaneous
$
$
$
$
$
00.00
00.00
00.00
00.00
00.00
total
$ 00.00
Option: payment broken into monthly fee
$ 00.00
[note: this is a simplified top-line budget for external marketing
programs, you may consider including internal fees like salaries as well
and/or adding a revenue/ROI calculation for cost per product/sale etc]
2008 marketing plan: © idea34. all rights reserved.
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IX. Timeline
The basic timeline is as follows:
Q1
Q2
Q3
Q4
Brand, name,
research, identity
$ 00.00
$ 00.00
$ 00.00
$ 00.00
Website
Design/Development
$ 00.00
$ 00.00
$ 00.00
$ 00.00
Sales materials
development
$ 00.00
$ 00.00
$ 00.00
$ 00.00
Channel Marketing
Programs
$ 00.00
$ 00.00
$ 00.00
$ 00.00
Direct marketing
$ 00.00
$ 00.00
$ 00.00
$ 00.00
Advertising
$ 00.00
$ 00.00
$ 00.00
$ 00.00
Public Relations
$ 00.00
$ 00.00
$ 00.00
$ 00.00
Marketing
Measurement,
Surveys, Research
$ 00.00
$ 00.00
$ 00.00
$ 00.00
Miscellaneous
$ 00.00
$ 00.00
$ 00.00
$ 00.00
Totals
$ 00.00
$ 00.00
$ 00.00
$ 00.00
2008 marketing plan: © idea34. all rights reserved.
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X. More!
This is the Basic 08 version of our marketing plan outline.
For the full 35 page detailed version, [x08] visit:
http://www.stokestore.com
If you need more help in the marketing and planning process, or need
some help with any of the following, let me know.
We help your business grow with ideas for:
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Brand Strategy, Planning and Market Research
Marketing Strategy and Plan Development
Advertising, Media Strategy, Planning and Buying
Public Relations, Content and News Creation
Direct Response, Event and Lead Generation Programs
Online Marketing and Loyalty Programs
Sales Support Material Design and Development
Channel, Partner and Co-op Programs
Web site Design, Development and Promotion
Corporate, Product and Product Family Identity Design
Search engine optimization
E-mail marketing programs
Regards,
Mike Wilson, President, idea34 communications, inc.
mikew@idea34.com | www.idea34communications.com | 508-285-7785
2008 marketing plan: © idea34. all rights reserved.
Page 13
Confidential