Notes:

Be creative in completing this task. Ensure appropriate spelling, language (no slang) and

grammar are used. Reference information, as required (i.e. indicate what

resources were used to obtain information) Ensure all answers are detailed and clearly explained Add slides to the PowerPoint, as required This template will guide you through the steps

required to complete a marketing plan.

Marketing Plan Dr. JH Gillis Regional High School

Owners:__________________

Developing a Marketing Plan for Small Businesses

A marketing plan for small businesses generally includes the following:

7 questions page 171(one slide) Knowing Your customers page 174(three bullets—one slide) Marketing Strategy(one slide) The Marketing Mix(4 P’s) (4 slides) Target Market(one slide) Life Cycle projection (one slide) 6 P’s of entrepreneurship(two slides)

Marketing Plan/Customer and Community Profiled

Guiding questions: What are the demographics of your target customer? What needs will be satisfied? Whose needs will be satisfied? How many people could benefit from my product or

service? How will consumers choose which product or service to

buy?

Customer & Community Profiles

.

Competition Analysis

Guiding questions: Who are your direct and indirect

competitors? What are the strengths of your direct

and indirect competitors? What are the weaknesses of your

direct and indirect competitors?

.

Marketing Mix

Using the 4P’s of marketing (product, promotion, placement and price) is a good way to help you develop your marketing strategy (how you are going to approach your target market).

Each of the 4P’s is separate yet interdependent on each other. When combined, product, promotion, place and price work together to appeal to one target market – the specific group of people you want to sell your services to.

Use the following slides to complete each of the 4P’s of marketing.

Product

What customer need does your product/service fill?

What is unique about your product/service?

Do you offer any additional ‘value added’ services with your product/service? If not, why?

Placement

Where will your business be located? Why did you choose this location? Describe the location and provide a

layout of your space How does your product/service get to

the customer? (e.g. online vs. retail)

Price

How much money will you charge for your product/service? (include a price list)

Do you offer quantity discounts or discounts for certain customers (students, seniors, etc.)? If not, why?

What is the mark up for each item on your price list?

Promotions

How will awareness reach your target customer?

What marketing initiatives and what kind of advertising will you use?

How much will these initiatives cost?

In addition to the above questions you must complete the following four slides to create a logo, slogan, TV or radio ad as well as a strategy to measure the effectiveness of your marketing plan.

Logo

Guiding questions: What impression are you trying to

make about your business How can you effectively use pictures,

symbols and/or colour? How can you effectively use space

and style?

A graphic representation or symbol of a company name, trademark, abbreviation, etc., often uniquely designed for ready recognition.

Slogan

Guiding questions: What impression are you trying to

make about your business How can you effectively use type,

language and/or colour?

A distinctive phrase or motto of any party, group, manufacturer, or person; catchword or catch phrase.

TV or Radio Ad

Guiding questions: Does your TV or Radio Ad include the

features of your business plan? Does your TV or Radio Ad last an

appropriate amount of time? (30-seconds for Radio Ad, 1-minute for TV Ad)

Does the TV or Radio Ad explain the purpose of the business (as detailed in Task 1)

Measuring the effectiveness of a marketing campaign

Guiding questions: What are your marketing plan objectives? How are the marketing plan objectives going

to be reached? What specific methods will be used to

measure the effectiveness of the marketing campaign? (coupons, website hits, etc.)

Legal & Ethical ConsiderationsIntellectual Property

Scenario: With your marketing campaign you have developed a logo that suits your company perfectly. You’ve heard from other business owners that you should protect your intellectual property but you’re not really clear about what this means.

Go to the Canadian Intellectual Property Office (strategis.ic.gc.ca) & answer the following questions:

1. To what does Intellectual Property refer?

2. Using the Trademark database, determine if anyone else is using this logo or a variation. Explain your findings.

3. What is the filing fee for a Trademark Application?

4. Why is it important to register your logo as a trademark?

5. Does registration in Canada protect my rights in other countries?