Marketing Plan

Everybody Loves Candles and More

2013 Marketing Plan v1.0

Prepared by Keri Naes
MKTG522 Marketing Management
April 25, 2013

2013 Everybody Loves Candles and More Marketing Plan Table of Contents:

Part 1

Executive Summary Page 3

Part II

Situation Analysis Page 3

A. Background Page 3
B. SWOT Analysis Page 4-6 Strengths Weaknesses Opportunities Threats
C. External Environment Page 6
Market Segments by Benefit Page 6
Key Competitors/Substitutes Page 7
D. Key Issues Page 7-8

Part III

Product Plan Page 8-14

E. Brand Personality Page 8
F. Positioning Page 8-9
G. Brand Equities Page 9-10
H. Target Audience Page 10-11 I. Product Description Page 12
J. Pricing Page 12-13

Part IV

Key Marketing Objectives Page 14-17 K-O. Marketing Objectives/Tactics Page 14-15
P. Advertising Creative Page 15-16
Q. One Year Financials: Marketing Budget Page 16
R. Event Calendar Page 17

I. Executive Summary

In recent years, candles have seen a major surge in popularity around the globe, as has the candle-making craft. Be it trend or fad, candles are in fashion.
Everybody Loves Candles and More, a company established in St. Louis, Missouri; is devoted to design, manufacture and distribute handcrafted, high quality, scented candles.
In the previous business plan, which lacked marketing data, this strategic marketing plan is proposed to assist in the achievement leading to a successful venture.
Everybody Loves Candles and More’s handcrafted candles lures the customers who are willing to pay premium price to obtain premium quality.
The purpose of this business plan is to raise $100,000 for the redevelopment of Everybody Loves