Sample Marketing Project

2012-2014 Marketing Plan

College Bound

Mark Taliercio, Max Haines, Dayna Guest, David Marsteller

December 6, 2011

Table of Contents

Executive Summary……………………………………………………………………….3

Mission Statement…………………………………………………………………………4

Situation Analysis…………………………………………………………………………4

Market Segmentation……………………………………………………………………5-6

Marketing Goals……………………………………………………………………...…6-7

Marketing Program……………………………………………………………………...7-9

Financial Projections……………………………………………………………..…..10-11

Evaluation……………………………………………………………………………11-12

Sample Product Package…………………………………………………………...…….13

Executive Summary

This three year marketing plan provides an extensive layout for College Bound and our goals to create an easy, one-step move-in process for college students. We are confident that the need for our product is significant due to the large number of families that are required to move in new students to dorms every year. While there are certainly threats to our product such as the fact that we are a luxury item, we feel the strengths outweigh the weaknesses.

In terms of our marketing strategy, College Bound is going to take advantage of three key segments: Native College Students, Parents, and International students. We are focused on the native students and their need to feel at home and comfortable in their own room as well as addressing the international students difficulty traveling to school.

The four tiered strategy including product, delivery, price, and promotion are all specifically thought of by college students for college students. The product line is diverse and gives students the option to completely customize their living experience. With the wide variety of products, each student is going to be able to feel their room is their own creation. We offer a delivery service that guarantees a full move-in time of 2 hours or less, including having the room completely set up for the student. Our pricing strategy...