Example: Flahavan’s PDF Free Download
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EXAMPLE: FLAHAVAN’S
THE MARKETING PLAN BELOW IS A hypothetical plan written
for Flahavan’s, an Irish food company.
Flahavan & Sons is an old, well-established company in Ireland.
It dates back to the 1700s, when an oats mill, powered by the nearby
Mahon River, was built in Kilmacthomas, Ireland. Now in its
sixth generation of family ownership, Flahavan’s is Ireland’s oldest
family-owned food company.
Flahavan’s is the leading brand of porridge in Ireland, with more
than 50 percent of the total market. The company makes products
only under the Flahavan’s brand, operating as a branded house.
Virtually all of Flahavan’s sales are from the Irish market; the com-
pany has a limited presence in other countries.
The marketing plan that follows is one that Flahavan’s might
develop, written in a presentation format. I have changed all the
specific information to maintain confidentiality. The plan is short,
focused, and action oriented. It is simple, as marketing plans should
be. It also includes support for all the key recommendations. It is a
good model to follow.
* * *
T. Calkins, Breakthrough Marketing Plans
© Tim Calkins 2012
Exhibit 12.1 Marketing Plan Example
Kyle Malley, Patricia O’Connor, and Seamus Hanlon
October 15, 2012
Dublin, Ireland
2013 Marketing Plan
Flahavan’s
This plan is purely an
example. The data,
people and strategies
discussed in this plan
are all illustrative.
1. Executive Summary
2. State of the Business
3.
Goals/Objectives
4. Strategic Initiatives
5. Tactics
6.
Financial Implications
7. Risks and Contingencies
8. Milestones
9. Summary
Agenda
