Sole Heaven Marketing Plan
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Table of Contents
Executive Summary
Company Description
Mission Statement
Goals
Core Competency
Situation Analysis
Industry Analysis
SWOT Analysis
Competition
Consumer Analysis
Geographic
Demographics
Behavior Factors
Marketing Strategy
Marketing Mix
Product Launch Objectives
Target Markets
Ballroom Shoe Manufactures
Ballroom Schools
Ballroom Accessory Companies
End User – Professionals
Market Needs
Customer Value Proposition
Branding
Promotion
Strategies
Marketing Research
Product Life Cycle
Introduction
Growth
Maturity
Decline
BCG Growth Matrix
Marketing Communication Mix
Positioning Statement
Personal selling
Direct marketing
Sales promotion
Public relations
Communication Objectives
Packaging
Promotion Strategy
Distribution Strategy
Financials
Decision Tree
Cost Per Bag Breakdown
Proposed Budget
Costs
Unit Selling Price
Break Even Analysis
Sales Potential
Price Strategy
Contingency Planning
Appendices
Executive Summary
Sole Heaven is a professional shoe bag designed and sold in Mystic, CT. The current offerings to the ballroom community are woefully inadequate and of poor quality. Currently, the only shoe bags available are either thin polyester or nylon solid color drawstring bags that come with the purchase of ballroom shoes, oversized plastic canvas types or brightly colored or mixed print varieties. All are made of nylon, polyester or some form of plastic canvas and do not provide easy viewing of its contents. Sole Heaven has created an unmatched, high quality and long lasting carrier with a 5 year guarantee which will include a variety of styles to accommodate different shoe types and sizes.
Our goal is for Sole Heaven to leverage its extensive knowledge of the ballroom industry so to quickly gain market share. Profitability can be reached with $150,000 generated in revenue by year three.
Sole Heaven is entering their first year of operation. A comprehensive marketing plan is required to reach profitability and ensure future success. Sole Heaven offers an unprecedented quality shoe carrier to satisfy upscale ballroom dancers, shoe suppliers and the ballroom industry at large.
Company Description
The goal of Sole Heaven is to create the most practical, durable and fashionable ballroom dance shoe case. Our organization is designed with and by ballroom experts with a keen understanding of dancers needs. Our unique products will be sold primarily through business-to-business to Shoe companies and ballroom schools. The combination of exclusivity (and possibly patent pending technology) will increase our value to those whom we choose to serve.
SH is new company addressing a familiar problem of dancers with fresh eyes, keen knowledge of the dance world, and exquisite molding and needlecraft skill. The company promises to provide durable products dancers will be proud to carry into the ballroom or social party and a 5-year guarantee to cradle and protect your their investment.
Sole Heaven was initially conceived by a couple of ballroom dancers, a dance instructor and her husband, who were both frustrated with the lack of quality of the current shoe bag offerings. With shoes costing anywhere from high quality street shoe prices to over $300 per pair, they believed their shoe holder should match its high quality shoe investment. With current shoe bags being either low quality loose drawstring bags that cant be seen into without opening to identify which shoes it contains, or sporting flashy colors and prints, these dancers sought a shoe carrier that represented a sophisticated look and a high quality material that was practical and protected their shoe investment. They began searching for this type of carrier and, realizing nothing of this type existed, they decided to create one.
Dance instructor, Raeleen St. Pierre has teamed up with Luke Raffo who brings experience and knowledge of business management and marketing and Sandi Pineauet who brings accounting and event management expertise to come together and create a durable, attractive, and functional ballroom shoe carrier. This newly formed management team came together through their MBA marketing course. After agreeing on a method of development, they created a partnership with an overseas company who will manufacture their prototype to Sole Heavens (SH) quality standards. Research for the best product materials, development and sewing mastery led them to a specific manufacturer with 40 years experience developing shoe and travel bags.
Now ready to manufacture and sell their new offering, the management team agreed to distribute business to business whereby creating strategic partnerships with the biggest