VI. Marketing Plan
This Section's Contents
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The [Company Name] Brand
The [Company Name] brand will focus on the Company’s unique value proposition:
- Offers the finest distillery products at a competitive price
- Convenient location in the heart of the city
- Rotating products to offer the latest selections
- Provides excellent customer service
[Company Name] expects its target market to be residents living within a 100-mile radius of the location, aged 21 and above. The Company’s promotions strategy to reach the audience includes:
[Company Name] employees will initially give free product samples to enable customers to taste the quality and variety of the beverages and learn about the company.
[Company Name] will blanket neighborhoods surrounding its locations with direct mail pieces. These pieces will provide general information on [Company Name], offer discounts and/or provide other promotions for people to experience its distillery products.
Before opening [Company Name] will organize pre-opening events designed for prospective customers, local merchants, and press contacts. These events will create buzz and awareness for [Company Name] in the area.
[Company name] will invest resources in two forms of geographically-focused internet promotion—organic search engine optimization and pay-per-click advertising. The Company will develop its website in such a manner as to direct as much traffic from search engines as possible. Additionally, it will use highly-focused, specific keywords to draw traffic to its website, where potential clients will find a content-rich site that presents [Company name] as the trustworthy, well-qualified distillery that it is.
Word of Mouth Marketing
[Company name] will encourage word-of-mouth marketing from loyal and satisfied clients. The Company will use recommendations and word-of-mouth marketing to grow the customer base through the network of its existing customers. The Company will be incentivizing its existing customer base to encourage their friends to come and try their products for the first time.
Pricing strategy is one of the most important functions that any business can plan for attracting customers. Prices are a foundational element of a company’s revenues—if managed carefully, they can generate high profits.
[Company Name]’s pricing will be appropriate for the high-quality and level of service associated with the distillery, so that customers feel they receive great value.