Shellie's Natural Products.
Marketing Plan
1. Target Market
Describe your target market (customers) in demographic terms (age range, income range, gender
education, etc.) as well as the geographic, lifestyle, psychographic, purchasing patterns and buying
sensitivities description.
2. Demographic Description
Age range, income range, gender, family size, education, occupation, et cetera. Example: A likely
user for X product is a male aged 25–34 who earns between $35,000 and $55,000 per year and has a
four-year college degree.
3. Geographic Description
Area you would like to serve, density (urban, rural), nature of location (mall, business center, et
cetera), climate condition. Example: Atlanta.
4. Lifestyle Description
Where do your customers shop, what do they do for leisure, what kind of clothes do they wear, what
type of cars do they drive, et cetera?
5. Psychographic Description
How would you describe your target market, for example, socially responsible, trendsetters, or fun-
seeking?
6. Purchasing Pattern Description
How will your target market use the product, how many times will they buy it, where do they buy the
product, how do they pay for it, et cetera?
Buying Sensitivities Description
What factors are important to the customer before they buy (price, quality, customer service.
packaging, et cetera)?
7. Market Competition
• Identify and describe your top 3 competitors.
• When assessing the competition, specify the exact company and particular product or service
you are competing against. For example, Coca-Cola offers a portfolio of products, such as
water, fruit juice, and cola. Are you competing against Coca-Cola’s fruit juice product? Or its
cola product?
8. Differentiating from Competition
• Explain how you compare yourself to each of your competitors.
• Detail a plan to differentiate yourself from the competition in the future. How will you stand
out and why?
9. Value Proposition
• Outline the company’s value proposition (be specific to the product or service you plan
to sell). The value proposition should be a brief description of how your product or service
solves a problem the customers may have (or provides an improvement), should list the
benefits the customers can expect, and why customers should buy your product or service
instead of other similar ones on the market. You should also consider providing some
evidence of your claims. The value proposition tells your customers why should they buy
from you.
10. Marketing Vehicles
• Insert the final version of the marketing vehicles table adjusted per the feedback received
• Provide a rationale for selecting each marketing vehicle, clarifying why you believe they will
be effective in promoting your business.
