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CONTENTS
Executive Summary
Company Profile
Market Segmentation & Targeting
Situation and Company Analysis
Ethics and Social Responsibility
Marketing Information and Research
Customer Decision-Making Profile
Positioning and Differentiation
Branding
Marketing Mix (4Ps)
Product Strategy
Pricing Strategy
Place: Distribution Strategy
Promotion: Integrated Marketing Communications Strategy
Budget and Controls
Action Plan
Executive Summary
Company Description
This marketing plan is designed to give us a blueprint for marketing our new retail store, The Boulder
Stop.
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WAYMAKER PRINCIPLES OF MARKETING
Sample Marketing Plan: The Boulder Stop Sports Marketing Event
We hope this marketing plan creates a long-term growth model for our retail success. The Boulder Stop
has been successful at direct mail and Internet sales, and we hope to make a smooth transition into
retail.
Target Segment
Hard-core climbers: the “because it’s there” group, who climb as often as possible
Weekend warriors: those with serious interest but limited time to climb
Competitive Advantage
Our store location gives us a competitive advantage. The Boulder Stop is walking distance from Smith
Rock State Park, the birthplace of modern sport climbing.
Positioning Statement
For climbers who need a place to stop for gear and coffee near Smith Rock, The Boulder Stop offers
high-quality climbing gear, gourmet espresso drinks, and a comfortable place to meet and talk. We will
position The Boulder Stop as a community-involved organization that creates value for the community
while minimizing environmental impact.
Company Profile
● Company Name: The Boulder Stop
● Industry: Rock-climbing equipment
● Headquarters (city, state, country): Redmond, Oregon, U.S.A
● Year founded: 1997
● Number of employees: 4
● Annual revenue (estimated): $150,000
● Major products and/or services: rock-climbing gear and coffee/espresso drinks
● Target customers: hard-core rock climbers and weekend warriors
● Distribution channel(s): Wholesale marketers, including GearX, Liberty Mountain. Local coffee
roaster, The Wandering Goat.
● Key retail equipment competitors: REI, Redpoint Climbers Supply, Mountain Supply. We also
face a variety of online competitors.
● Link to Web site: www.theboulderstop.com
Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational
institutions using it are not responsible for any business outcomes that may result from applying this template or student work
associated with it.
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WAYMAKER PRINCIPLES OF MARKETING
Sample Marketing Plan: The Boulder Stop Sports Marketing Event
While all climbers and hikers are potential customers, we aim to serve the “hard-core” climbers and the
weekend warriors. These groups share a similar love of the sport, and are separated mainly by the time
they have available to pursue it. Both groups value high-end equipment and are willing to pay premium
prices for the safety and convenience that high-end equipment provides.
The proximity of several large cities in Western Oregon helps fuel our business, as does the status of
Smith Rock as an international destination for rock climbing enthusiasts. Individuals from as far away as
Japan, Europe, South America, and Australia travel to Smith Rock to recreate.
Hard-core climbers, especially, but also weekend warriors are currently underserved in their technical
equipment needs by local retailers. They rely on online purchases, which limits the ability they have to
see and touch items to gauge their applicability for their needs. The Boulder Stop will combine the
advantages of a physical retail location, employees with expertise, and a café location to share stories
and plan future expeditions.
Economic Environment
In a 2010 state-generated report, consumer expenditures for espresso beverages and rock climbing
equipment combined rose to $7,000,000 in Central Oregon. We expect sales to increase steadily as
Oregon's population grows and the rock climbing industry becomes increasingly popular.
The Bend area is currently in an economic growth phase, with high consumer confidence and a high rate
of job growth.
We predict that the number of hard-core climbers will grow faster than the number of weekend
warriors. Climbing is becoming more and more technical, an "insider's sport," and we believe this will
fuel the growth of dedicated, highly sophisticated climbers. At the same time, amateur growth is
leveling off.
Technical Environment
We see technological advances in climbing gear as a factor that will work in our favor. As climbing
equipment grows more advanced—lighter, stronger, more durable—it will drive repeat customers to
our store.
Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational
institutions using it are not responsible for any business outcomes that may result from applying this template or student work
associated with it.
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WAYMAKER PRINCIPLES OF MARKETING
Sample Marketing Plan: The Boulder Stop Sports Marketing Event
Social media trends, particularly the increasing proliferation of GoPro video distribution as a way of
connecting serious climbers, is something we’ll continue to monitor. Workshop offerings for making and
sharing climbing videos will be one way to wed online technology and our physical store.
Industry Environment
Rock Climbing
The rock climbing industry is growing faster than ever. Although the gear is expensive, people buy it
because it provides them with long-term fun. And safety.
Competitive Environment
Our main physical competitors selling climbing gear are REI, Redpoint Climbers Supply, Mountain Supply
and, to a lesser extent, area coffee shops and eateries such as Dutch Brothers Coffee, Starbucks and
McDonald’s. Redpoint Climbers Supply is our most direct competitor, since it offers gear and beer, but
their equipment selection is very limited, and the atmosphere is less friendly, less suited to weekend
warrior types and their families.
We also face online competitors for climbing gear. Our physical location will have the advantage of
immediacy, add-on purchases, strong customer service, and an inviting locale.
Political Environment
The Boulder Stop may need to “prove itself” as a community member and show that it’s invested in
thoughtful development and the preservation of Central Oregon’s natural beauty.
Many locals in Redmond believe that growth, for the sake of growth, is a political disease. They are right.
We must make sure our physical and sociological impact is kept to a minimum, and that locals maintain
the quality way of life they deserve.
Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational
institutions using it are not responsible for any business outcomes that may result from applying this template or student work
associated with it.
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WAYMAKER PRINCIPLES OF MARKETING
Sample Marketing Plan: The Boulder Stop Sports Marketing Event
SWOT Analysis
Instruction: Complete the table below with descriptive responses and explanation as you answer the
questions below.
Strengths Weaknesses
Opportunities Threats
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WAYMAKER PRINCIPLES OF MARKETING
Sample Marketing Plan: The Boulder Stop Sports Marketing Event
Climbers and hikers are not as price-sensitive state owned. Oregon will lease one, 1/4 acre
as other outdoor enthusiasts parcel to The Boulder Stop. Since it is public land,
the public can revoke our lease without offering
The market for rock climbing and hiking gear, just cause.
good coffee, and ice cream in Redmond is far
below saturation level. Our two local competitors The last three years have been 'La Nina' years,
do very little in the way of marketing. This gives pummeling Oregon with rain and cold weather.
us the opportunity to develop the market and Last year, the rock climbing season began in May.
brand ourselves as the market 'original'. When the season begins as late as May, it means
we have two to three fewer months of revenue
The cost of selling via e-commerce has decreased with which to pay for our leased land and
tremendously in recent years. Our inventory equipment (fixed costs). Although we can hope
system allows for tracking products for online and for an Indian summer, this doesn't happen very
physical sales, and we can develop streamlining often in Oregon. By early October, the vacation
practices between the two revenue streams, with season is over, kids are back in school, and there
the investment of Web- authoring tools and are few people around to buy our coffee and
training. gear.
Weekend warriors and hard core climbers will Our local competition is not as fierce as our direct
pay virtually anything to get into the latest gear. mail and Web competition. They currently do
The average climber carries around $1,200 of very little marketing and very few company-
equipment. Since climbers place their lives on the sponsored events. We won't rule out the
line when they use their equipment, the majority possibility that they may do so in the future as a
of them buy only name-brand gear at a price response to our projected success in such
premium. Climbers associate high price with marketing. The competition for coffee is an issue,
premium quality. yet we aren't directly competing with the
downtown Starbucks, since we don't cater to the
urban culture, but rather the natural explorers,
Rock climbing service companies offer us a
those who would rather go to a state park than
unique opportunity. We can team up with these
city shops.
services to promote our events and store, and in
return we will give them “shelf space.” This gives
service companies cost-effective market
exposure. We will partner with companies such
as First Ascent LLC and other American Mountain
Guides Association (AMGA) accreditees.
Objectives:
Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational
institutions using it are not responsible for any business outcomes that may result from applying this template or student work
associated with it.
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WAYMAKER PRINCIPLES OF MARKETING
Sample Marketing Plan: The Boulder Stop Sports Marketing Event
1. To make The Boulder Stop the number-one destination for rock climbing equipment customers
in Oregon, and to achieve the largest market share in the region for rock climbing gear.
2. To be an active and vocal member of the community and to provide continual reinvestment
through participation in community activities and financial contributions. We will sponsor two to
three events during the year, including the Pacific Amateur (PA) Golf Classic, charity events, and
celebrity-hosted competitions.
3. To achieve 30% market share of area climbing equipment sales by August of 2014.
4. To grow direct retail sales by a conservative minimum of 12% per year.
5. To achieve sales of $190,000 in year one.
Current Status
The Boulder Stop’s plans to sponsor community benefit events and to establish a very eco-conscious
business demonstrate our commitment to socially responsible business. Additionally, The Boulder Stop
has implemented a plan to give each employee the option of participating in company-sponsored
training courses, outside curricula, and community-volunteer opportunities that build on their interests
and skill sets.
Recommendations
Investigate eco-friendly disposable food containers and composting options for food/beverage waste.
Initiate carpooling/ride-share bulletin board in the store to cut down on traffic to and from Smith Rock
and other Central Oregon climbing destinations.
Research Recommendations
State of Oregon provides yearly economic data by region, which can serve as basis for an estimate of
market share goals for 2014.
We can obtain feedback from in-store customer comment cards and the local Chamber of Commerce.
We can also survey members of the local climbing community to learn more about how much they
spend annually on climbing gear and where they buy gear.
Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational
institutions using it are not responsible for any business outcomes that may result from applying this template or student work
associated with it.
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WAYMAKER PRINCIPLES OF MARKETING
Sample Marketing Plan: The Boulder Stop Sports Marketing Event
Geoff researches big purchases extensively, using online reviews and recommendations from friends in
the community. He is also susceptible to impulse buys when he sees an item that he feels will make his
next climb safer or allow him to push his technique further.
The Boulder Stop will allow Geoff a “home base” to relax, connect with climbing buddies, and become
more knowledgeable about the available equipment.
9% European customers
1% Other countries
Age: 15–45
38% female
Males buy gear through catalogs and the Web more often than women. This skews the direct sales
toward male customers. In-store customers tend to be younger than catalog shoppers, and a larger
percentage of them are locals or native to the United States. Purchasing decisions are strongly
influenced by peer and community recommendations, as well as online and expert reviews. Proximity is
also a big factor: if a new piece of gear is available here and now to use on the next climb, it is very
attractive as an impulse buy.
Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational
institutions using it are not responsible for any business outcomes that may result from applying this template or student work
associated with it.
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WAYMAKER PRINCIPLES OF MARKETING
Sample Marketing Plan: The Boulder Stop Sports Marketing Event
We will differentiate The Boulder Stop from competitors through aggressive advertising and
promotional campaigns that demonstrate our community support and commitment. Redmond
is a unique community with a fiercely loyal local population, and we want to show that we put
the best interest of the community first.
We will build retail store awareness through our direct mail and Web campaigns, leading to
greater word-of-mouth marketing. Since Smith Rock is a draw for tourists and climbers world-
wide, we want to make a visit to our retail store a vital part of the Smith Rock experience.
Competitive Advantages
Our store and location give us a competitive advantage. The Boulder Stop is located within 1/4 mile of
Smith Rock itself and within walking distance of the park.
1. There is a real need for a highly professional provider of climbing gear near the Smith Rock
location. People forget to pack exactly what they need, and things break.
2. There is a practical need for coffee, a meeting place, and conversation. This is part of the activity
focus of the location.
3. There is a need for “one-stop” shopping. Climbers and recreationalists don't want to have to buy
their gear at one store, and drive miles to enjoy good coffee and conversation at another. The
Boulder Stop fulfills this need.
Positioning Statement
“To hard-core rock climbers and weekend warriors, The Boulder Stop is the only place in Central Oregon
to buy high-quality climbing gear and enjoy a great cup of coffee in a fun, relaxing environment with
like-minded adventurers.”
Repositioning Considerations
No. The Boulder Stop retail location is a new position.
Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational
institutions using it are not responsible for any business outcomes that may result from applying this template or student work
associated with it.
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WAYMAKER PRINCIPLES OF MARKETING
Sample Marketing Plan: The Boulder Stop Sports Marketing Event
Branding
Brand Description
The Boulder Stop is extending off its existing direct-mail and online brand, which is that of a convenient
and experienced high-quality climbing gear provider. Our retail location will embrace the physical
location as a community gathering place and one-stop-shop on the way to Smith Rock.
Brand Promise
The Boulder Stop delivers gear you can trust and coffee you can enjoy.
Product Strategy
As a reseller of name-brand products, we have very little control over how our customers view each
individual product. We do, however, have control over the customer environment and the manner in
which we display our products. From a standard retail standpoint, product marketing appears to be very
simple - display the products in an aesthetically pleasing manner, and they will come. It is more
complicated for us. We have identified two types of customers, and each has its own buying pattern.
The hard-core climbers need a great selection of gear, and will be disappointed if they aren't offered a
“bargain bin” of last year’s model gear. We will host climber discussion groups, with free coffee on
Friday and Saturday nights after 7:00 p.m. This will give hard-core climbers an opportunity to exchange
stories and relax in our café. They will be our most consistent customer base throughout the season.
The weekend warriors will also be drawn to the quality and selection of gear, and will also partake of
the bargain bin, though less than the hard-core climbers. The warriors will find comfort in the café area,
and bring family members who will sip drinks while the warriors shop. They are more likely to shop on
weekends and at the start of the season, and we will adjust our staffing accordingly.
Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational
institutions using it are not responsible for any business outcomes that may result from applying this template or student work
associated with it.
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WAYMAKER PRINCIPLES OF MARKETING
Sample Marketing Plan: The Boulder Stop Sports Marketing Event
Service is important to our mix. We have an obligation to provide quality products and cheerful service,
fast and efficiently. Our service goals are simple and easy to maintain.
We will only accept returns or exchanges with a receipt and within 30 days of purchase, to enforce our
seriousness as a business. We will take seriously every issue of product quality, to show the value we
place on consumer trust.
Pricing Strategy
We are a store that is positioned for impulse buying; therefore it is important that we maintain a flexible
pricing strategy.
● Our pricing strategy will be based on competitive parity guidelines. We will not exceed
competitors' prices by more than 10%.
● Price says a lot about a product. The products that are innovative and not available elsewhere in
the region will be marked up to meet the demand curve. We are not afraid of premium pricing a
premium product.
● Espresso beverages will be priced a little below the industry average. Although we will still make
money off the beverages, we consider this a "Loss Leader" strategy whereby word-of-mouth
advertising brings customers in for the drinks, simply to make them aware of our additional
products and services.
In order to promote the community-friendly atmosphere in our store, we will partner with a local coffee
roaster, The Whole Goat, for our café needs. Espresso beans will be delivered twice-weekly, to ensure
freshness.
We will also create partnerships with local, reputable rock climbing service companies to host events,
promote each others’ products and services, and word-of-mouth recommendations.
Strategy
Bring community members with an interest in outdoor events and charity sponsorship to our location,
and catch interest with the unique “Llama Run” event.
Messages:
Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational
institutions using it are not responsible for any business outcomes that may result from applying this template or student work
associated with it.
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WAYMAKER PRINCIPLES OF MARKETING
Sample Marketing Plan: The Boulder Stop Sports Marketing Event
Key Message: The Boulder Stop promotes community engagement and a spirit of adventure.
Proof Point: The annual Llama Run event takes people outside of their comfort zones and raises money
for the St. Charles Medical Center.
Call to Action: Attend the “Llama Run” community event at our store.
IMC Tools:
Web Site: information about the event will be placed prominently on the store’s home page
Email marketing: send event information, including pictures of llamas mid-race, to customer base
Advertising: banner sign advertising the event outside the store location
Community involvement: local vendors are invited to set up booths at the event
Social Media: build awareness and post updates about the event on Facebook, Twitter, and Instagram
Contest: owners of the top 3 winning llamas will receive cash prizes. A drawing during the event will
award store gift certificates to attendees.
Public Relations: outreach to local media outlets and community information boards to publicize the
Llama Run. Proceeds of the event will be donated to St. Charles Medical Center in Bend, OR. The
hospital will have community outreach staff at the event to answer health-related questions.
Sales Alignment: the Llama Run event will support the sales funnel in several ways:
Generating new leads among the local community, as new people visit our location for the first
time
Building relationships with the community and discovering needs, as we establish deeper roots
with committed climbers and learn what we can do to better meet their needs
Presenting a solution, as climbing enthusiasts visit our store, they will find an attractive space for
great gear, good coffee and a place to meet and share with other like-minded adventurers. They
will recognize this is the place for them.
Awareness: it brings locals to the store who may not have visited since its opening.
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WAYMAKER PRINCIPLES OF MARKETING
Sample Marketing Plan: The Boulder Stop Sports Marketing Event
Item #1: Staffing Event set-up, coordination, management, and break-down $2000
Item #2: Sound For announcing events of the day and the Llama Race in $750
Equipment action
Item #3: Food Samples of café products and light refreshments provided $1000
Giveaways during event
Item #4: Temporary Keep the animals and public safe during the event $750
Fencing and Troughs
Item #5: Fliers and Swag Print items relevant to the event; giveaway of small $300
carabiners marked with The Boulder Stop logo
Item #6: Event Planning Provide relief from other job duties while 2 members of $1000
staff plan and make arrangements ahead of event and
publicize it on social media
If we lose a part-time employee, there will be plenty to find elsewhere. If we lose Pan Silverton, his skills
will be difficult to replace, but we will have plenty of quality applicants living in the Bend/Redmond area.
Will also have the option of hiring away competitors' employees, as they are poorly paid and are given
very little company ownership.
Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational
institutions using it are not responsible for any business outcomes that may result from applying this template or student work
associated with it.
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WAYMAKER PRINCIPLES OF MARKETING
Sample Marketing Plan: The Boulder Stop Sports Marketing Event
Our climbing gear supply chain will survive as long as there are many competitors making climbing gear
and powerful international service companies to deliver the gear. We will never have difficulty finding
coffee, because this IS the Pacific Northwest and fresh-roasted coffee/espresso beans are available in
abundance.
Action Plan
Timing Activity Type Brief Description Audience
Date 7/1 Strategy Session Designate key figures in event planning and Internal
outline major tasks
Date 7/5 Order Materials Price carabiner giveaways, trophies for events, Vendors
and food supplies. Place orders.
Date 7/5 Contact Align event planning with St. Charles Medical Community Partners
community Center and Chamber of Commerce. Extend
partners invitations to local llama owners.
Date 7/10 Reserve event Order appropriate animal fencing and supplies Vendors
necessities and arrange delivery/pickup on event day. Order
sound system equipment for event day.
Date 7/10 Update website Change home page of website to feature Llama Customers
Run event details. Add links to St. Charles,
Chamber of Commerce, and other community
partners. Include call for llama contestants.
Date 7/10 Press Release Identify key event details for local news outlets. Media outlets
Include call for llama contestants.
Date 7/10 Social Media Post event details on Facebook, Twitter, and Social media
Updates Instagram. (This activity will continue twice- followers
weekly until event.)
Date 7/20 Finalize community Coordinate with all vendors and other community Community partners
participants groups who wish to set up tables at the event.
Date 7/31 Take delivery of Prepare event site the day before. Establish Internal
Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational
institutions using it are not responsible for any business outcomes that may result from applying this template or student work
associated with it.
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WAYMAKER PRINCIPLES OF MARKETING
Sample Marketing Plan: The Boulder Stop Sports Marketing Event
Date 8/3 Event follow-up Overview of event attendance; input received Internal
from attendees and vendors; social media
responses
Date 8/7 Next steps Establish best practices for future on-site events Internal
and off-site event sponsorships.
Attributions:
Flinders Business School Marketing Plan Template. Authored by David Medlow-Smith. Located at:
https://archive.org/details/FlindersBusinessSchoolMarketingPlan2. License: CC BY-SA.
ORIGINAL CONTENT
SWOT and Integrated Marketing Communications Templates. Authored by Melissa Barker. License: CC
BY: Attribution.
“Sample Marketing Plan: The Boulder Stop Sports Marketing Event" was adapted from "Sports
Equipment Marketing Plan: The Boulder Stop." Used by permission, Palo Alto Software.
Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational
institutions using it are not responsible for any business outcomes that may result from applying this template or student work
associated with it.
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