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What's the Plan?

Need a marketing plan? Here are strategies to fit penny pinchers, big spenders and everyone in between.

This story appears in the December 2004 issue of Entrepreneur. Subscribe »

Think you can't afford powerful marketing in 2005? Don't be fooled into believing that only marketers with deep pockets reap substantial rewards. No matter your marketing strategy, there's a group of tactics priced to fit. To show you how to choose the right tactics for your marketing mix, here's a look at a single marketing challenge tackled with high-level, midlevel and low-level budgets.

The Marketing Challenge

Imagine your growing business has created a learning toy for toddlers that helps improve motor skills and teach vocabulary, and is priced at $49.95. The broad strategy is to target new parents, ideally those who are most likely to be looking for this type of product and can afford it. And let's assume your product isn't in stores and you don't have the name recognition of major competitors, such as Fisher-Price.

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