Gift Basket Marketing Plan by PaloAltoSoftware

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                                Table Of Contents


1.0   Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2.0   Situation Analysis . . . . . . . . . . .                     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .2
         2.1    Market Summary . . . . . . .                       .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .2
                    2.1.1 Market Demographics                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .3
                    2.1.2 Market Needs . . . .                     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .3
                    2.1.3 Market Trends . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .4
                    2.1.4 Market Growth . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
         2.2    SWOT Analysis . . . . . . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
                    2.2.1 Strengths . . . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
                    2.2.2 Weaknesses . . . .                       .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
                    2.2.3 Opportunities . . . .                    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
                    2.2.4 Threats . . . . . . .                    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
         2.3    Competition . . . . . . . . .                      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
         2.4    Product Offering . . . . . . .                     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7
         2.5    Keys to Success . . . . . . . .                    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7
         2.6    Critical Issues . . . . . . . . .                  .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7

3.0   Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
        3.1    Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.2    Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.3    Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.4    Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.5    Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.6    Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.7    Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.8    Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 10

4.0   Financials . . . . . . . . .     .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 11
         4.1    Break-even Analysis    .   .   .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 11
         4.2    Sales Forecast . . .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 12
         4.3    Expense Forecast .     .   .   .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 13

5.0   Controls    . . . . . . . . . . . .      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 14
         5.1     Implementation . . . .        .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 14
         5.2     Marketing Organization .      .    .    .    .    .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 15
         5.3     Contingency Planning .        .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .     .    .    .    .    .    .    .    . 15
                                    The Basket of Goodies


1.0 Executive Summary

  The Basket of Goodies (BOG) is a premier gift basket manufacturer and retailer. BOG is
  concentrating on making gourmet gift baskets out of a wide range of high quality ingredients. In
  addition to having several flagship baskets, BOG will also offer the option of a custom basket,
  allowing the customer to choose the ingredients themselves.

  BOG will be selling to individuals as well as corporations. Initially the bulk of BOG's business will be
  generated from individuals, but as time passes, a growing percentage of sales will come from
  corporations .

  While there are many different competitors in the market now, they are larger in size and much
  less flexible. BOG will be able to meet customer demands through superior products, customer
  attention, and customer product offerings.

  BOG will be raising awareness of their products through the use of a brochure and a Website. Once
  a customer is interested in placing an order, they can come by the office, call in the order, or order
  via our secure Website. In addition to the customer being able to pick up the basket from BOG's
  office, BOG can ship it to them via UPS.

  Once up and running with some momentum, BOG will be steadily producing profits. It is projected
  that by December BOG will be profitable. By the end of year three, it is projected that BOG will be
  generating over $5,000 in income.




                                   Annual Sales Forecast


    $120,000


    $100,000


     $80,000

                                                                                      Individuals
     $60,000
                                                                                      Corporations
     $40,000


     $20,000


         $0
                     2002               2003              2004




                                                                                                     Page 1
                                             The Basket of Goodies


2.0 Situation Analysis

   Basket of Goodies is entering its first year of operation. BOG recognizes the importance of crafting
   and following a comprehensive marketing plan. BOG offers the market a high quality, gourmet gift
   basket at a reasonable price. In addition to having four stock baskets, BOG will allow customers to
   customize their own basket from a list of possible ingredients.



2.1 Market Summary

   BOG possess good information about the market and knows a great deal about the common
   characteristics of the prized customers. BOG will leverage this information to better understand
   who is served, their needs, and how BOG can best communicate with them. BOG recognizes that
   this is an evolving process that requires multiple intervals of attention throughout the year.




                                                   Target Markets




                                                                                          Individuals
                                                                                          Corporations




      Table 2.1: Target Market Forecast

       Target Market Forecast
       Potential Customers                Growth       2002     2003     2004     2005        2006        CAGR
       Individuals                            8%      14,258   15,399   16,631   17,961     19,398        8.00%
       Corporations                          12%         298      334      374      419        469       12.01%
       Total                               8.09%      14,556   15,733   17,005   18,380     19,867        8.09%




                                                                                                          Page 2
                                   The Basket of Goodies


2.1.1 Market Demographics

  The profile for BOG's customer consists of the following geographic, demographic, and behavior
  factors:

  Geographics

      • The immediate geographic target is the city of Stevens, TX with a population of 213,000.
      • A 35-mile radius will be served.
      • The total targeted population is 14,556.

  Demographics

      •   69% female, 31% male.
      •   Ages 28-65.
      •   Have a household income over $45,000.
      •   Corporate customers have between 15-85 employees.


  Behavior Factors

      • Purchase gifts regularly.
      • Prefer to give gifts that are somewhat practical or at least will be used as opposed to being
        shelved.
      • Appreciate the element of presentation in gifts that they give.
      • Enjoy spending some of their discretionary income on gifts for friends.
      • Recognize the value of giving a gift to an employee and the invaluable goodwill that the
        unsolicited/unexpected gift generates.



2.1.2 Market Needs

  Bassket of Goodies is providing its customers with very attra
								
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