sample marketing plan

Topics: Marketing, Pricing, Price Pages: 10 (5094 words) Published: July 30, 2014
Sample Marketing Plan
Sample Marketing Plan: Sonic 3D+ SecurePhone
Sonic, a fictional start-up company, is about to introduce a new multimedia, multifunctional smartphone with unique features. This fictional product is entering a U.S. market crowded with advanced smartphone offerings from Apple, Samsung, and other rivals. Yet significant profit potential exists for cutting-edge products that can deliver the specific benefits most valued by targeted segments, such as handset durability, security, 3D viewing, and long battery life. The following sample marketing plan shows how Sonic is preparing to launch its first product. Because this brief marketing plan is a sample, it does not include all the details found in a typical marketing plan. EXECUTIVE SUMMARY

Early next year, Sonic will introduce a new product in the now-mature U.S. market for smartphones. Competing against well-established multinational rivals, we plan to launch a high-quality, slim handset combining a number of useful, innovative features that are in demand by customers. We are targeting specific segments in the consumer and business markets, matching our features to the benefits sought by these customers. After our initial product is established in the U.S. market, we plan to market it in Canada. Our marketing priorities include building brand awareness among customers, forming relationships with telecommunications carriers, generating sales, breaking even by the end of the second year, and operating in an environmentally friendly manner. Sonic’s core capabilities of technical expertise, design skills, and efficient assembly procedures will contribute to cost control and enable us to react quickly to market trends and technological advances. For the product’s introduction, we will use a push strategy aimed at channel members combined with a pull strategy aimed at customer segments. SITUATION ANALYSIS

Sonic was founded 18 months ago by two entrepreneurs with extensive high-tech experience and an innovative design for a tough new smartphone, to be called the Sonic 3D+ SecurePhone. The new phone will have 3D multimedia viewing capability and a special biometric security system to prevent unauthorized access in the event of loss or theft. The cofounders also developed the SuperSolar battery, a compact, eco-friendly power source that can run the handset for 12 hours of talk time without recharging. Our 24-month warranty will establish Sonic’s reputation as a customer-friendly company that offers superior service. The handset will work with any telecommunications carrier’s network, prepaid plans, and free calling services that operate online, thanks to the firm’s exclusive Wireless Communication Commander app. The Sonic 3D+ is designed to be light, slender, and user-friendly, with a large and durable touchscreen; a no-slip grip with drop-proof quality; a standard 10-megapixel camera; and the ability to record, store, play, upload, and download photos, videos, and music files. As a result, our product’s features and functions deliver more benefits than most competing units (see Table 1). Table 1: Sonic 3D+ SecurePhone Features and Benefits

Feature or Function
Benefit
• SuperSolar battery
• Environmentally friendly battery powers phone for up to 12 hours without recharging. • SecurePhone biometric security
• Built-in identity recognition to prevent unauthorized access and allow remote lockout if handset is lost or stolen. Instead of passwords, users rely on the biometric feature to gain access conveniently and quickly. Security will enhance our appeal to business users in particular. • 3D viewing capability

• For viewing TV, movies, and games in 3D mode. This helps reassure users that the handset’s technology is cutting-edge and will remain relevant for some time. • Wireless Communication Commander app

• Automatically chooses among wireless options for highest quality, least expensive Internet or phone connection. • Video/photo/audio recording,...
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