Sole Heaven Marketing Plan

Table of Contents

Executive Summary 4

Company Description 4

Mission Statement 5

Goals 5

Core Competency 5

Situation Analysis 6

Industry Analysis 6

SWOT Analysis 8

Competition 9

Consumer Analysis 9

Geographic 9

Demographics 9

Behavior Factors 9

Marketing Strategy 10

Marketing Mix 10

Product Launch Objectives 10

Target Markets 10

Ballroom Shoe Manufactures 10

Ballroom Schools 10

Ballroom Accessory Companies 11

End User - Professionals 11

Market Needs 11

Customer Value Proposition 11

Branding 11

Promotion 12

Strategies 12

Marketing Research 12

Product Life Cycle 13

Introduction 13

Growth 13

Maturity 13

Decline 13

BCG Growth Matrix 13

Marketing Communication Mix 14

Positioning Statement 14

Personal selling 14

Direct marketing 14

Sales promotion 14

Public relations 14

Communication Objectives 15

Packaging 15

Promotion Strategy 15

Distribution Strategy 15

Financials 16

Decision Tree 16

Cost Per Bag Breakdown 16

Proposed Budget 17

Costs 17

Unit Selling Price 18

Break Even Analysis 18

Sales Potential 18

Price Strategy 18

Contingency Planning 19

Appendices 19

Executive Summary

Sole Heaven is a professional shoe bag designed and sold in Mystic, CT. The current offerings to the ballroom community are woefully inadequate and of poor quality. Currently, the only shoe bags available are either thin polyester or nylon solid color drawstring bags that come with the purchase of ballroom shoes, oversized plastic canvas types or brightly colored or mixed print varieties. All are made of nylon, polyester or some form of plastic canvas and do not provide easy viewing of its contents. Sole Heaven has created an unmatched, high quality and long lasting carrier with a 5 year guarantee which will include a variety of styles to accommodate different shoe types and sizes.

Our goal is for Sole Heaven to leverage its extensive knowledge of the ballroom industry so to quickly gain market share. Profitability can be reached with $150,000 generated in revenue by year three.

Sole Heaven is entering their first year of operation. A comprehensive marketing plan is required to reach profitability and ensure future success. Sole Heaven offers an unprecedented quality shoe carrier to satisfy upscale ballroom dancers, shoe suppliers and the ballroom industry at large.

Company Description

The goal of Sole Heaven is to create the most practical, durable and fashionable ballroom dance shoe case. Our organization is designed with and by ballroom experts with a keen understanding of dancers needs. Our unique products will be sold primarily through business-to-business to Shoe companies and ballroom schools. The combination of exclusivity (and possibly patent pending technology) will increase our value to those whom we choose to serve.

SH is new company addressing a familiar problem of dancers with fresh eyes, keen knowledge of the dance world, and exquisite molding and needlecraft skill. The company promises to provide durable products dancers will be proud to carry into the ballroom or social party and a 5-year guarantee to cradle and protect your their investment.

Sole Heaven was initially conceived by a couple of ballroom dancers, a dance instructor and her husband, who were both frustrated with the lack of quality of the current shoe bag offerings. With shoes costing anywhere from high quality street shoe prices to over $300 per pair, they believed their shoe holder should match its high quality shoe investment. With current shoe bags being either low quality loose drawstring bags that can't be seen into without opening to identify which shoes it contains, or sporting flashy colors and prints, these dancers sought a shoe carrier that represented a sophisticated look and a high quality material that was practical and protected their shoe investment. They began searching for this type of carrier and, realizing nothing of this type existed, they decided to create one.

Dance instructor, Raeleen St. Pierre has teamed up with Luke Raffo who brings experience and knowledge of business management and marketing and Sandi Pineauet who brings accounting and event management expertise to come together and create a durable, attractive, and functional ballroom shoe carrier. This newly formed management team came together through their MBA marketing course. After agreeing on a method of development, they created a partnership with an overseas company who will manufacture their prototype to Sole Heaven's (SH) quality standards. Research for the best product materials, development and sewing mastery led them to a specific manufacturer with 40 years experience developing shoe and travel bags.

Now ready to manufacture and sell their new offering, the management team agreed to distribute business to business whereby creating strategic partnerships with the biggest