Marketing Plan

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Sole Heaven Shoe Carrier
June 7th, 2012
Sandi , Luke , Raeleen

Table of Contents Executive Summary 4 Company Description 4 Mission Statement 5 Goals 5 Core Competency 5 Situation Analysis 6 Industry Analysis 6 SWOT Analysis 8 Competition 9 Consumer Analysis 9 Geographic 9 Demographics 9 Behavior Factors 9 Marketing Strategy 10 Marketing Mix 10 Product Launch Objectives 10 Target Markets 10 Ballroom Shoe Manufactures 10 Ballroom Schools 10 Ballroom Accessory Companies 11 End User - Professionals 11 Market Needs 11 Customer Value Proposition 11 Branding 11 Promotion 12 Strategies 12 Marketing Research 12 Product Life Cycle 13 Introduction 13 Growth 13 Maturity 13 Decline 13 BCG Growth Matrix 13 Marketing Communication Mix 14 Positioning Statement 14 Personal selling 14 Direct marketing 14 Sales promotion 14 Public relations 14 Communication Objectives 15 Packaging 15 Promotion Strategy 15 Distribution Strategy 15 Financials 16 Decision Tree 16 Cost Per Bag Breakdown 16 Proposed Budget 17 Costs 17 Unit Selling Price 18 Break Even Analysis 18 Sales Potential 18 Price Strategy 18 Contingency Planning 19 Appendices 19

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

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