Wednesday, January 9, 2013

New Sample Marketing Plan: Pretzels, Not Smartphones

The new edition of my Marketing Plan Handbook has been published by Pearson Education, thoroughly updated with the latest marketing concepts and new business examples.

This 5th edition includes a new sample marketing plan: How a (fictional) startup I named PretzL Elegance launches new gourmet snacks I called Artisanal Chocolate Twists.

The idea is to show what a basic marketing plan looks like, minus the financial details and schedules for implementation.

To help this startup on its way, I gave it a strategic supply alliance with Lost Legends Luxury Chocolatier--the subject of the fictional sample marketing plan in my UK book, Essential Guide to Marketing Planning.

Here's my SWOT analysis for the very fictional (and probably very tasty) Artisanal Chocolate Twists:
  •  Strengths: Exclusive cobranding and sourcing deal with Lost Legends Luxury Chocolatier; innovative recipes/processes for peanut- and gluten-free snacks
  • Weaknesses: Lack of brand awareness and image; more limited resources than competitors
  • Opportunities: High demand for chocolate/salty flavor snacks; growing awareness of food allergies
  • Threats: Increase in premium snack intros by major firms with marketing muscle; public health concerns about obesity
The previous sample marketing plan, about a fictional startup launching a new smartphone, has been updated and will be available on the textbook's web site in a matter of days. I'll post a link here when it's ready.

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