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Business Start
source by: businesstown.com
Sample Marketing Plan Note: This marketing plan is fictitious.
MARKETING PLAN
Summary
“The Tool” will be positioned as the premier Internet development tool for heavy computer users. ITC will target its marketing efforts narrowly at the core heavy user market. Because the product’s ease of use is of less importance to highly experienced computer users, ITC will give more marketing emphasis to the product’s other key benefit: flexibility.
ITC will completely avoid the retail store marketplace, where its lack of ability to fund expensive national and co-op advertising campaigns and its lack of presence in this marketplace would make it very difficult to compete or even gain entrance. Wholesalers and retailers are often more interested in the marketing support and name recognition that products enjoy than the product’s functionality and features. Instead, the product will be sold direct and via catalogs in a carefully targeted marketing campaign.
“The Tool” will be placed at the very high end of the consumer segment at $100 to further emphasize the product’s superiority and take advantage of the fact that consumers buying direct are less price sensitive than retail buyers.
1) The Market
2) Market Segmentation
3) Corporate/Professional Segment: Internet development tools aimed at this market are mid-priced, typically
costing from $100 to $500. They are designed to be used by people without
development experience, although ease of use is a secondary feature to
the ability to create the broad range of functionality likely to be required
by a small business. Consumer Segment: The consumer segment is the segment that ITC is positioning its product for.
4) Consumer Analysis
While the target group is increasingly buying software at retail outlets, many (especially those that tend to use their computers the most) buy their software through mail-order catalogs and quite a few order at least some software directly from the publisher. Even when buying software in retail outlets this group tends less to buy on impulse and are more apt to be looking for a specific item on which they are pre-sold. This group is most likely to be pre-sold by editorial coverage in computer publications such as reviews and product announcements and by word of mouth. Because this audience is exposed to so much information about so many competing products, it is most likely to decide on a particular item as a result of multiple exposure to information about a product—often from different types of sources.
Members of the target group tend to live in suburban or urban areas. They are typically male; aged thirty to forty-five; college educated; have a household income range between $40,000–$100,000; are homeowners; and hold professional jobs. Many belong to computer clubs.
They read two or more computer publications, a major metro newspaper, and one or more consumer magazines. While they watch television several hours per week their viewing tends to be less than average. They tend to listen to radio stations while they commute in their cars—tuning into a broad variety of formats.
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Business Services
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Business Structures |
Small Business
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