Additional Criteria for Marketing Plan


Below is a listing of few important factors that should be considered in any marketing plan:

  1. Has the marketing plan identified the market cap (total products or services sold in the market)? 
  2. Throughout the plan, are there footnotes/citations as to where the sources are coming from?
  3. Has the marketing plan clearly identified the segment and target of the market?
  4. What are the characteristics of the industry?
  5. What are the characteristics of the target market?  What are the demographics of the target market?  How do the target market use the product or service?  Has the plan identified the consumer behavior (depending on the plan)?
  6. Is the competitive analysis comprehensive and identifies key important factors that are important to the target market (see example below )?

Exhibit 7:  
Competition Roundup - Peak Adventure Experience, Inc.

Ranking:  1 - 5, with 1 being weak and 5 being strong  

 

Adventure Women

Call of the Wild

Wild Women

Women Travel Club

Product (tour only) 4 3 2 2

Company

3

4

3

2

Estimated Share of Market

4

4

2

2

Product Line (breadth)

4

4

1

2

Quality

5

3

3

2

Advertising Effectiveness

4

3

2

2

Standing in Industry

4

4

3

2

Future Potential

4

4

3

2

Seriousness of Competition

5

5

3

3

 

 

 

 

 

Competitive Roundup— service 

Price

3

3

3

3

Ease of Use

3

3

2

4

Appearance

3

3

2

2

Quality

3

3

3

2

24-Hour Availability / Support

2

2

2

2

Guarantee / Warranty

3

3

3

3

  1. Is the market share that the company planning to reach realistic or achievable?
  2. Does the plan clearly identify the promotional strategies of the business? 
  3. Does the plan outline the advertising campaign budget including production costs, occurrence, rates, ... for each month (see example below)?

SOURCE

CIRCULATION

ISSUANCE

DEADLINES

EDITORIAL FOCUS

READER PROFILE

SCHEDULED ADS

CONTACT

Women’s Business

 

2000-2001 Rate Card

50,000

Monthly

30 days prior to issue

Appeals to Professional women

Median Age – 25-49

 

HHI - $50,000+

March - August

Woman’s Business

954-359-2100

Miami Herald

Travel & Business Monday

 

2000-2001 Rate Card

All

Herald Subscribers (Dade / Broward)

Daily

Tuesday 5pm

Travel – Jan. – adventure travel, Feb – Spring Ski Update, Mar – Alaska / Hike, bike, kayak

Business Monday – July – Small Business, Oct. – Tourism Outlook

Median Age – 37

 

HHI - $53,248

Special edition issues targeting outdoor travel

Kimberly Tepper

Executive Printing and Mailing

Direct Mail – Postage/Production

United States

N/A

2 weeks prior to deadline

N/A

N/A

N/A

Leila Moavera

954-782-6189 x230

24/7 Media, Inc.

Mailing lists

Florida

N/A

5 days prior to deadline

N/A

N/A

N/A

Carlos Rubi

305-648-1455 x218

Promotional Tools

(Koozies, keychains, water bottles, etc.)

Florida

N/A

3 weeks prior to deadline

N/A

N/A

N/A

Mark Scot

Jeff Bishop

954-630-8622

 

 

Exhibit 14
Peak Adventure Experience, Inc. 

Women's Travel Media Plan 2002

 

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Total Cost

Distribution

Circulation

Inserts

NEWSPRINT    

Womens Business

$1,680

$1,680

$1,680

$1,680

$1,680

$1,680

$1,680

 

 

 

 

 

$11,760

S. FLA

50,000

B&W, full page

Miami Herald - Travel

 

$1,500

$1,500

$3,000

 

 

 

 

 

 

 

 

$6,000

S. FLA

All of S. FLA (2x in April)

B&W, 1/2 page

Miami Herald - Business Monday

 

 

 

 

 

 

$2,500

 

 

 

$2,500

 

$5,000

S. FLA

All of S. FLA

B&W, 1/2 page

Sun-Sentinel - Travel

 

$1,650

$1,650

$1,650

 

 

 

 

 

 

 

 

$4,950

S. FLA

All of S. FLA

B&W, 1/2 page

DIRECT MAIL  

Production (Design, Print, Fulfillment)*

 

2,018

 

$1,943

 

 

$555

$555

$555

$555

$555

$555

$7,291

FL

 

 

Postage

 

5,450

 

$10,900

 

 

$2,725

$2,725

$2,725

$2,725

$2,725

$2,725

$32,700

FL

25,000 (Letter size pamphlet) @ 1.09

 

Mailing List

 

4,500

 

 

 

 

 

 

 

 

 

 

$4,500

FL

Professional, adventurous women

 

PROMOTIONAL TOOLS  

Keychains

 

$125

 

 

$125

 

$125

 

 

$125

 

 

$500

FL

28,100

 

Pens

 

$80

 

 

$80

 

$80

 

 

$80

 

 

$320

FL

17,900

 

PUBLIC RELATIONS    

Trade Shows

 

 

 

$3,500

 

 

 

$3,500

 

 

 

 

$7,000

FL

 

 

Events

 

 

$3,000

 

$500

 

 

$500

 

$500

 

 

$4,500

FL

 

 

Article in Miami Herald - Travel

 

 

$3,000

 

 

 

 

 

 

 

 

 

$3,000

FL

 

 

Yellow Pages    

Miami

$175

$175

$175

$175

$175

$175

$175

$175

$175

$175

$175

$175

$2,100

FL

 

 

West Palm Beach

$175

$175

$175

$175

$175

$175

$175

$175

$175

$175

$175

$175

$2,100

FL

 

 

Ft. Lauderdale

$175

$175

$175

$175

$175

$175

$175

$175

$175

$175

$175

$175

$2,100

FL

 

 

TOTAL

$2,205

$17,528

$11,355

$23,198

$2,910

$2,205

$8,190

$7,805

$3,805

$4,510

$6,305

$3,805

$93,821

 

 

 

*Please refer to the DM breakdown for figures on the following page

 

 

  

DM Breakdown

The direct mail pieces will consist of an introduction letter and brochures regarding adventure travel

Cost per piece

 

Direct Mail for February

 

Direct Mail for April

Letter

0.035

 

Design*

$1,000.00

 

Letter

$367.50

Package

0.05

 

Letter

$193.00

 

Package

$525.00

Fulfillment

0.1

 

Package

$275.00

 

Fulfillment

$1,050.00

 

 

 

Fulfillment

$550.00

 

 

 

Total

0.185

 

Total

$2,018.00

 

Total

$1,942.50

  1. Any finally, is the promotion strategy suitable for this type of company, business, or industry?

Last Updated: 02/17/2009 Prepared by: Mernoush Banton