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Marketing Plan

Stephen Lawrence and Frank Moyes

Graduate School of Business
University of Colorado
Boulder, CO 80309-0419
Company Overview
Company Overview
 Introduction (1 paragraph)
 Name, location, organization
 Slogan
 Mission Statement
 History and Current Status (1 paragraph)
 Markets and Products
 Objectives
 Length: about 1 page
 Pithy 4 to 10 word statement of
company purpose
 Use in business plan, advertising,
descriptions of business, business
cards, …
Mission Statements
 Examples…
Mission Statement
Semiconductor Equipment

[Semiconductor Equipment] will

become a world leader in supplying
lithography automation and
productivity enhancement products
for the semi-conductor industry
through innovative design and
unique customer insights.
Mission Statement
Website Management Co

The mission of [Website

Management Technologies] is to
help businesses engaging in e-
commerce achieve their sales and
customer service objectives by
enabling a better understanding of
Web site visitors’ behavior.
Mission Statement
Tech Support Company
[Tech Support Company] exists to provide outstanding
technical support service and technical training to its
customers. The Company’s target customers are
developers of computer applications, companies with high
demands for technical service and support, and retail
consumers of computer products. We are committed to
becoming the premier provider of technical help desk
solutions and professional training for IT personnel.
Towards this end, our management has affirmed that it
will adhere to the qualities of integrity, challenge,
innovation, enjoyment, shared leadership and customer
Mission Statements
 What is a mission statement?
 What makes a good mission
Mission Statements
Fast Food Industry

To make, distribute and sell the finest quality

all-natural ice cream and related products in
a wide variety of innovative flavors made from
Vermont dairy products.
Ben & Jerry‘s

To satisfy the world's appetite for good food,

well served, at a price people can afford.
Mission Statement
LL Bean

Sell good merchandise at a

reasonable price;
Treat your customers as you would
your friends.
Leon Bean, 1911

Collins and Lazier, Managing the Small to Mid-sized Company

Mission Statement
General Electric

Become #1 or #2 in every market we

serve and revolutionize this company
to have the agility of a small
Jack Welch, 1983

Collins and Lazier, Managing the Small to Mid-sized Company

Mission Statement

We will always build good ships.

At a profit if we can,
At a loss if we must,
But always good ships.

Bath Ship Works

Mission Statement
Great Britain – WWII

Our whole people and empire have vowed

themselves to the single task of cleansing
Europe of the Nazi pestilence and saving
the world from the new dark ages. We
seek to beat the life and soul of Hitler and
Hitlerism. That alone. That all the time.
That to the end.
Winston Churchill, 1941

Collins and Lazier, Managing the Small to Mid-sized Company

Mission Statements

What makes a good mission statement?

 Compelling
 Inspiring
 Clear, measurable objectives
 Concise
Marketing Plan
Marketing Plan Objectives
 Most important piece of your plan
 Build on industry and marketplace analysis –
define your niche
 Identify your customers
 Demonstrate how you will solve problems for
 Describe how you will reach customers –
advertising sales

 Convince reader that there is an eager market

for your product or service
Marketing Plan Outline
 Introduction
 Target Market
 Product/Service Strategy
 Pricing Strategy
 Distribution Strategy
 Advertising and Promotion
 Sales Strategy
 Sales and Marketing Forecasts
 Seven sentence introduction
1. The first sentence tells the purpose of the marketing
2. The second tells how you’ll achieve this purpose,
focusing upon your benefits.
3. The third tells your target market – or markets.
4. The fourth, the longest sentence, tells the marketing
weapons you’ll employ.
5. The fifth tells your niche.
6. The sixth tells your identity.
7. The seventh tells your budget, expressed as a
percentage of your projected gross revenues.
Introduction – Example
The purpose of Prosper Press is to sell the maximum number of
books at the lowest possible selling cost per book. This will be
accomplished by positioning the books as being so valuable to free-
lancers that they are guaranteed to be worth more to the reader
than their selling price. The target market will be people who can
or do engage in free-lance earning activities. Marketing tools to be
utilized will be a combination of classified advertising in magazines
and newspapers, direct mail, sales at seminars, publicity in
newspapers and on radio and television, direct sales calls to
bookstores, and mail-order display ads in magazines. The niche to
be occupied is one that stands valuable information that helps free-
lancers succeed, the ultimate authority for free-lancers. Our
identity will be one of expertise, readability, and quick response to
customer requests. Thirty percent of sales will be allocated to
Target Market Strategy
 Identify the market niche you will
 Be as specific as possible
 Better to be too specific
 Benefits to target market
 What problems do you solve?
 What needs do you fulfill?
Two Types of Benefits
 Emotional
 Hope, fear, love guilt, greed,
 Financial
 Increased profit, value pricing, save
money, payback period
Talk to Your Customers
 Imperative that you talk with customers!
 Casual conversations
 Interviews
 Surveys
 Focus groups
 Identify needs
 Listen!

 NOTE: see “The New Market Research”

(online INC article)
Target Market Questions
 What buy now? How get service?
 Would you be interested in …?
 Demographics
 Newspapers, magazines, TV
 Would you buy?
 Where would you expect us to advertise?
 Who do you consider our competition?
 Other comments?

Levinson, “Guerrilla Marketing” 3rd edition

Creating New Market Space
HBR, Kim & Mauborgne
What factors might be reduced well below industry standards?

Eliminate Create
What factors might be New What factors might be
eliminated that the created that the
industry has taken for
Market industry has never
granted? Space offered?

What factors might be raised well beyond industry standards?

Product/Service Strategy
 Describe how the design of your product/service
fulfills unmet marketplace needs
 Differentiate your product/service from the
 Explain why and how customers will switch to
your product or service
 Describe how you will defend your product or
service from competition
Product Attribute Map
Attribute 1

Competitor 3

Competitor 1
Attribute 2

Competitor 2
Pricing Strategy
 Describe and justify your pricing
 Provide evidence that your target
market will accept your price
 Position your strategy relative to
current and potential competition

 NOTE: Low price often (usually) is NOT

a good strategy for a startup!
 Describe how you will communicate with
current and potential customers
 Advertising
 Public relations
 Personal selling
 Printed materials
 Other means of promotion
 Explain why this be strategy is most effective in
reaching your target market

 Note: See Guerrilla Marketing

Distribution Strategy
 Explain how you will deliver your product
or service to your customers
 How will your customers acquire your product
or service
 Describe and justify the distribution
channels you will use
 Describe how you will gain access to your
planned distribution channels
Sales Strategy
 Describe to whom you must sell your
product or service (not always obvious)
 Explain how you will “sell”
 An internal sales force
 Manufacturer's representatives
 Telephone solicitors
 Describe how you will support your sales
 internal staff
 service operations
Goals for Marketing Plan
 Compelling “story” that there is a need in
the market
 Need flows logically from industry analysis
 Product/service designed to fulfill market
 Advertising, price, distribution, and sales
all flow logically, convincingly from
characteristics of the market
 “WOW! What a great idea! I wish I had
thought of that…”