Marketing Plan

5230 Words Mar 5th, 2006 21 Pages
Making Memories

Marketing Plan

Your Name Table of Contents

1.0 Executive Summary i

2.0 Situation Analysis 1 2.1 Market Summary 1 2.1.1 Market Demographics 1 2.1.2 Market Needs 4 2.1.3 Market Trends 4 2.1.4 Market Growth 5 2.2 SWOT Analysis 7 2.2.1 Strengths 7 2.2.2 Weaknesses 7 2.2.3 Opportunities 7 2.2.4 Threats 7 2.3 Competitor Analysis 7

3.0 Marketing Strategy 9 3.1 Mission Statement 9 3.2 Marketing Goals 9 3.2.1 Product Objectives 9 3.2.2 Place Objectives 10 3.2.3 Price Objectives 10
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The income level of this segment is $40,000 and up.

3) Vacation Goers: This segment includes retired couples who love to travel. They want to look back on their great memories of traveling around the world. They have more free time than the other segments, so they can devote more time to putting together their scrapbooks. This segment 's age is between 50 and 70. Their income range is $50,000 and over.

4) Creative Entrepreneurs: This segment consists of the artsy type. Scrapbooking is their source of income. They are very creative and spend most of their time scrapbooking. This segment is predominantly female between the ages of 20 and 45. Most of this segment has graduated high school and has some college or no college education. Their need for scrapbook materials is economic since it is their source of income. In addition, they are a heavy user of our products.

5) Club Documenters: This segment includes civic clubs and organizations. Their goal is to document their functions for historical purposes and for members to obtain ideas for future activities. They also use scrapbooks as a recruitment tool to bring in new members by showing them different activities in which the organization participates.

6) Crafty Seniors: This segment contains senior citizens. They are females over the age of 65. Their income is $50,000 and over. Since most of this segment is retired, they enjoy scrapbooking on a daily basis.

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