Sheet1For a more comprehensive and detailed Marketing Budget, purc.docx

Sheet1For a more comprehensive and detailed Marketing
Budget, purchase the Excel Marketing Budget Templates
from PlanningShop.Marketing Budget
Author: For information about this worksheet, see Chapter 10,
"Marketing Plan & Sales Strategy" in Successful Business Plan:
Secrets &
Strategies000000JanuaryFebruaryMarchAprilMayJuneJulyAugu
stSeptemberOctoberNovemberTOTAL0JanuaryFebruaryMarchA
prilMayJuneJulyAugustSeptemberOctoberNovemberTOTAL1st
Quarter2nd Quarter3rd Quarter4th QuarterTOTAL1st
Quarter2nd Quarter3rd Quarter4th QuarterTOTALProfessional
AssistanceMarketing/PR
Consultants$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$
0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0Advertising
Agencies$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$
0$0$0$0$0$0$0$0$0$0$0$0$0$0$0Social Media
Specialists$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0
$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0SEO
Specialist$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$
0$0$0$0$0$0$0$0$0$0$0$0$0$0$0Graphic/Web
Design$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$
0$0$0$0$0$0$0$0$0$0$0$0$0$0Brochures/Leaflets/Flyers$0$0
$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$
0$0$0$0$0$0$0$0$0Signs/Billboards$0$0$0$0$0$0$0$0$0$0$0
$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0
Merchandising
Displays$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$
0$0$0$0$0$0$0$0$0$0$0$0$0$0$0Sampling/Premiums$0$0$0$
0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0
$0$0$0$0$0$0$0Media AdvertisingPrint (newspaper,
etc.)$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$
0$0$0$0$0$0$0$0$0$0$0$0$0Television and
Radio$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0

$0$0$0$0$0$0$0$0$0$0$0$0$0Online
Author: Includes AdWords, banner ads, social media ads, etc.
Author: For information about this worksheet, see Chapter 10,
"Marketing Plan & Sales Strategy" in Successful Business Plan:
Secrets &
Strategies$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0
$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0Other
Media$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$
0$0$0$0$0$0$0$0$0$0$0$0$0$0Phone
Directories$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$
0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0Advertising
Specialties$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0
$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0Direct
Mail$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$
0$0$0$0$0$0$0$0$0$0$0$0$0WebsiteDevelopment/Programmin
g$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0
$0$0$0$0$0$0$0$0$0$0$0Maintenance and
Hosting$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0
$0$0$0$0$0$0$0$0$0$0$0$0$0$0Trade ShowsFees and
Setup$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0
$0$0$0$0$0$0$0$0$0$0$0$0$0Travel/Shipping$0$0$0$0$0$0$
0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0
$0$0$0$0Exhibits/Signs$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$
0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0Public
Relations/Materials$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$
0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0Informal Marketing
/
NetworkingMemberships/Meetings$0$0$0$0$0$0$0$0$0$0$0$0
$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0Ent
ertainment$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0
$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0Other$0$0$0$0$0$0$0$0$0
$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$
0$0GRAND TOTAL
COSTS$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$0$

0$0$0$0$0$0$0$0$0$0$0$0$0$0
This assignment consists of two (2) sections: a marketing plan
and sales strategy, and a marketing budget. Note: You must
submit both sections as separate files for the completion of this
assignment.
For the first six (6) months your company is in business—to
give you time to perfect your product and to learn from actual
customers—you will start marketing and selling in your own
community, a radius of twenty-five (25) miles from where you
live.
For most non-alcoholic beverages, marketing (as opposed to the
actual product itself) is key to success. Cola drinks, for
example, are fairly undifferentiated, as are many energy drinks,
juices, bottled water, and the like. Companies producing these
types of beverages differentiate themselves and attract market
share through marketing and brand awareness—both of which
are critical to success.
Section 1: Marketing Plan & Sales Strategy (MS Word or
equivalent)
Write the three to five (3-5) page Marketing Plan & Sales
Strategy section of your business plan, in which you:
1. Define your company’s target market.
a. Analyze the types of consumers who will be drinking your
beverage in demographic terms (i.e., age, education level,
income, gender, ethnic group, etc.). Support your analysis with
actual data on the size of the demographic groups in your local
community (nearby zip codes).
b. Outline the demographic information for your company
specified on the worksheet in the course text (p. 107 |
Demographic Description).Click here for help accessing a
specific page number in your eBook.
· Hints: At American FactFinder (http://census.gov), you will
find demographic information on potential consumers in your
area. If you are selling through other businesses (such as
grocery stores), indicate the number of those businesses in your

local area. You will find information about such businesses in
your local area at County Business Patterns
(http://www.census.gov/econ/cbp/). Check Chapter 2 of
Successful Business Plan for more research sources.
2. Assess your company’s market competition.
a. Use the factors listed in the course text graphic (p. 123 |
Assess the Competition) to assess your company’s market
competition.
b. Defend your strategy to successfully compete against market
leaders in your segment.
· Hints: For example, in the soft drink market, it is intimidating
to try to compete against Coke and Pepsi. Newcomers in mature
markets typically must pursue niche markets or even create new
market categories, as Red Bull did with energy drinks.
c. Defend your plan to differentiate yourself from the
competition using the information detailed on the worksheet in
the text (p. 131 | Market Share Distribution).
· Hints: Every business faces competition and the non-alcoholic
beverage market is an especially crowded market.
3. Clarify your company’s message using the information
provided on the worksheet in the text (p. 160 | The Five F’s).
·
· Hints: Before you choose your marketing vehicles, you must
determine the message you want to convey through those
vehicles.
4. Identify the marketing vehicles you plan to use to build your
company’s brand. Justify the key reasons why they will be
effective. Provide examples of other non-alcoholic beverage
companies that use these tactics effectively.
·
· Hints: If you plan to use online marketing tactics, refer to the
worksheet in the text (p.171 | Online Marketing Tactics) to aid
your response. Remember that even if you’re selling through
grocery stores you need to build your brand and social media is
a major part of that in regard to beverages. Some of the
marketing tactics that beverage companies use include:

sampling in grocery stores, building a following on social
media, sponsoring events, exhibiting at trade shows attended by
retailers, and so on. You will use a combination of these tactics.
For example, if you decide to give out samples in grocery
stores, promote your sampling on your social media networks
and those of the grocery store.
·
· Hints: If you are planning to distribute through resellers,
describe how you plan to reach them, for example, through
industry trade shows or by establishing your own sales force.
For information on trade shows, visit the Trade Show News
Network (http://www.tsnn.com). You can exhibit or network at
these shows.
5. Format your assignment according to these formatting
requirements:
a. Cite the resources you have used to complete the exercise.
Note: There is no minimum requirement for the number of
resources used in the exercise.
b. Be typed, double spaced, using Times New Roman font (size
12), with one-inch margins on all sides; references must follow
APA or school-specific format. Check with your professor for
any additional instructions.
c. Include a cover page containing the title of the assignment,
the student’s name, the professor’s name, the course title, and
the date. The cover page and the reference page are not included
in the required page length.
Section 2: Marketing Budget (MS Excel worksheets template)
Section 2 uses the “Business Plan Financials” MS Excel
template (see: Course Required Files in Week 1). Use the
“Business Plan Financials Guide” (see: Course Required Files in
Week 1) to support your development of the Marketing Budget.
6. Complete the Marketing Budget worksheet for your company.
·
· Hints: The goal of the marketing budget is to help you
determine how much it will cost you to reach your market and
achieve your sales goals.

· Hints: When filling out the “Marketing Budget” worksheet in
the Excel spreadsheet:
· Begin in the current year and complete a marketing budget for
the first year of your business. The information you enter in the
marketing budget spreadsheet will flow through to your
“Income Statement” in the Business Plan Financials.
· Leave the number at zero (0) for any marketing vehicles you
do not intend to use.
· Remember that all marketing activities involve costs. If social
media represents a significant portion of your marketing,
assume you will have cost of advertising and that should be
reflected on your budget. Even if a social media site charges
nothing to use it, you will need to use company resources to
manage the site, pay someone to execute your social media
marketing campaigns, and will most likely pay for ads on that
site.
· Do NOT leave the “Marketing Budget” blank, assuming you
will not have any marketing costs.
The specific course learning outcomes associated with this
assignment are:
· Recommend effective business strategies based on an analysis
of domestic and global operating environments, market
dynamics, and internal capabilities.
· Analyze competitive positions including foreign market entry
and the resulting impact on business strategy.
· Use technology and information resources to research issues in
strategic management.
· Write clearly and concisely about strategic management using
proper writing mechanics.
Points: 100
Assignment 2: Marketing Plan
Criteria
Unacceptable
Below 70% F
Fair
70-79% C

Proficient
80-89% B
Exemplary
90-100% A
1a. Analyze the types of consumers who will be drinking your
beverage in demographic terms (i.e., age, education level,
income, gender, ethnic group, etc.). Support your analysis with
actual data on the size of the demographic groups in your local
Weight: 5%
Did not submit or incompletely analyzed the types of consumers
who will be drinking your beverage in demographic terms (i.e.,
age, education level, income, gender, ethnic group, etc.). Did
not submit or incompletely supported your analysis with actual
data on the size of the demographic groups in your local
Partially analyzed the types of consumers who will be drinking
your beverage in demographic terms (i.e., age, education level,
income, gender, ethnic group, etc.). Partially supported your
analysis with actual data on the size of the demographic groups
in your local community (nearby zip codes).
Satisfactorily analyzed the types of consumers who will be
drinking your beverage in demographic terms (i.e., age,
education level, income, gender, ethnic group, etc.).
Satisfactorily supported your analysis with actual data on the
size of the demographic groups in your local community
(nearby zip codes).
Thoroughly analyzed the types of consumers who will be
drinking your beverage in demographic terms (i.e., age,
education level, income, gender, ethnic group, etc.). Thoroughly
supported your analysis with actual data on the size of the
demographic groups in your local community (nearby zip
codes).
1b. Outline the demographic information for your company
specified on the worksheet in the course text (p. 107 |
Demographic Description).

Weight: 5%
Did not submit or incompletely outlined the demographic
information for your company specified on the worksheet in the
course text (p. 107 | Demographic Description).
Partially outlined the demographic information for your
company specified on the worksheet in the course text (p. 107 |
Satisfactorily outlined the demographic information for your
Thoroughly outlined the demographic information for your
2a. Use the factors listed in the course text graphic (p. 123 |
Assess the Competition) to assess your company’s market
competition.
Weight: 5%
Did not submit or incompletely used the factors listed in the
course text graphic (p. 123 | Assess the Competition) to assess
your company’s market competition.
Partially used the factors listed in the course text graphic (p.
123 | Assess the Competition) to assess your company’s market
competition.
Satisfactorily used the factors listed in the course text graphic
(p. 123 | Assess the Competition) to assess your company’s
market competition.
Thoroughly used the factors listed in the course text graphic (p.
123 | Assess the Competition) to assess your company’s market
competition.
2b. Defend your strategy to successfully compete against market
leaders in your segment.
Weight: 5%
Did not submit or incompletely defended your strategy to
successfully compete against market leaders in your segment.
Partially defended your strategy to successfully compete against
market leaders in your segment.

Satisfactorily defended your strategy to successfully compete
against market leaders in your segment.
Thoroughly defended your strategy to successfully compete
against market leaders in your segment.
2c. Defend your plan to differentiate yourself from the
Weight: 5%
Did not submit or incompletely defended your plan to
differentiate yourself from the competition using the
information detailed on the worksheet in the text (p. 131 |
Market Share Distribution).
Partially defended your plan to differentiate yourself from the
Satisfactorily defended your plan to differentiate yourself from
the competition using the information detailed on the worksheet
in the text (p. 131 | Market Share Distribution).
Thoroughly defended your plan to differentiate yourself from
the competition using the information detailed on the worksheet
in the text (p. 131 | Market Share Distribution).
3. Clarify your company’s message using the information
provided on the worksheet in the text (p. 160 | The Five F’s).
Weight: 20%
Did not submit or incompletely clarified your company’s
message using the information provided on the worksheet in the
text (p. 160 | The Five F’s).
Partially clarified your company’s message using the
information provided on the worksheet in the text (p. 160 | The
Five F’s).
Satisfactorily clarified your company’s message using the
Five F’s).
Thoroughly clarified your company’s message using the
Five F’s).

4. Identify the marketing vehicles you plan to use to build your
company’s brand. Justify the key reasons why they will be
effective. Provide examples of other non-alcoholic beverage
companies that use these tactics effectively.
Weight: 20%
Did not submit or incompletely identified the marketing
vehicles you plan to use to build your company’s brand. Did not
submit or incompletely justified the key reasons why they will
be effective. Did not submit or incompletely provided examples
of other non-alcoholic beverage companies that use these tactics
effectively.
Partially identified the marketing vehicles you plan to use to
build your company’s brand. Partially justified the key reasons
why they will be effective. Partially provided examples of other
non-alcoholic beverage companies that use these tactics
effectively.
Satisfactorily identified the marketing vehicles you plan to use
to build your company’s brand. Satisfactorily justified the key
reasons why they will be effective. Satisfactorily provided
examples of other non-alcoholic beverage companies that use
these tactics effectively.
Thoroughly identified the marketing vehicles you plan to use to
build your company’s brand. Thoroughly justified the key
reasons why they will be effective. Thoroughly provided
examples of other non-alcoholic beverage companies that use
these tactics effectively.
5. Clarity, writing mechanics, and formatting requirements
Weight: 15%
More than 6 errors present
5-6 errors present
3-4 errors present
0-2 errors present
6. Complete the Marketing Budget worksheet for your company.
Weight: 20%
Did not submit or incompletely completed the Marketing Budget
worksheet for your company.

Partially completed the Marketing Budget worksheet for your
company.
Satisfactorily completed the Marketing Budget worksheet for
your company.
Thoroughly completed the Marketing Budget worksheet for your
company.

Sheet1For a more comprehensive and detailed Marketing Budget, purc.docx

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Sheet1For a more comprehensive and detailed Marketing Budget, purc.docx