The Marketing Plan describes the type of brand [Company Name] seeks to create and the Company’s planned promotions and pricing strategies.
The [Company Name] Brand
The [Company Name] brand will focus on the Company’s unique value proposition:
- Offering high-quality, locally-made furniture, soft goods, lighting and décor items
- Telling the “stories” of manufacturers and craftspeople within the store
- Providing excellent customer service, from a hands-on sales team to delivery options
[Company Name] expects its target market to be individuals living within a 10-mile radius of its store. The Company’s promotions strategy to reach these individuals includes:
[Company Name] will blanket neighborhoods surrounding its locations with direct mail pieces. These pieces will offer discounts and/or provide other inducements for people to visit the store.
We will contact all local and area newspapers and television stations and send them a press release describing the opening and unique value proposition of [Company Name].
[Company Name] will initially advertise in local newspapers and sponsor community events in order to gain awareness.
Ongoing Customer Communications
[Company Name] will maintain a website and publish a monthly email newsletter to tell customers about new events, products, and more.
Before opening the store, [Company Name] will organize pre-opening events designed for local merchants and press contacts to create buzz and awareness for [Company Name].
[Company Name] pricing will be appropriate for the high quality and level of service associated with the store. However, the store will carry products offered at a range of prices to allow even those with modest budgets to have options. Pricing for similar items will be higher than Joe’s Furniture and IKEA, and lower than Beautiful Living.