Business Plan: Marketing and Sales Strategy for TLM Agency, Inc.

This report presents a comprehensive business plan for TLM Agency, Inc., a marketing and advertisement agency specializing in the fashion, entertainment, and brand identity sectors, located in Washington, DC. The plan details the company's focus on developing brand image through campaigns and special events, targeting corporate, individual, and entertainment clients. It includes a demographic, geographic, and psychographic analysis of the target market, as well as an analysis of the market size and trends. The report conducts a thorough competitive analysis, evaluating customer perception factors and internal operational factors. It also explores the company's differentiation strategies, marketing plan, sales tactics, and strategic opportunities. The plan outlines customer identification, needs assessment, sales productivity, and identifies key competitors and their competitive positions. Strategic opportunities are discussed, and the plan concludes with a marketing and sales strategy designed to enhance brand awareness and boost sales volume. The report also contains a table of contents and an introduction.

Business Plan

Table of Contents
Introduction......................................................................................................................................4
Description.......................................................................................................................................4
Demographic description.............................................................................................................4
Consumer: Louis CK................................................................................................................4
Business: Soundtracker Company............................................................................................4
Geographical description.............................................................................................................4
Psychographic description...........................................................................................................5
Lifestyle description.....................................................................................................................5
Purchasing pattern description.....................................................................................................5
Market size and trends.....................................................................................................................5
Target market...................................................................................................................................6
Market description.......................................................................................................................6
Market size and trends.................................................................................................................6
Target customers..........................................................................................................................6
Market readiness..........................................................................................................................6
Strategic opportunities.................................................................................................................6
Competition.....................................................................................................................................7
Customer perception factors........................................................................................................7
Competitive analysis: Internal operational factors........................................................................12
Market share distribution...............................................................................................................13
Differentiation................................................................................................................................15
Future competition and barrier to entry.........................................................................................16
Key competitors.........................................................................................................................16
Other competitors.......................................................................................................................16
Competitive positions................................................................................................................17
Advantages over competition.....................................................................................................18
Future competition and their barriers to entry...........................................................................19
Strategic opportunities...............................................................................................................20
Marketing plan and sales strategy..................................................................................................22

The Five F’s...............................................................................................................................22
Expressing the message through various areas..........................................................................23
Marketing Vehicles....................................................................................................................24
Marketing Tactics......................................................................................................................26
Sales Force and Sales Tactics....................................................................................................26
Strategic opportunities...................................................................................................................27
Sales Process and Productivity......................................................................................................27
Customer Identification.................................................................................................................28
Customer needs..............................................................................................................................28
Sales Productivity..........................................................................................................................29

Introduction
In this present paper, we will discuss the competition and differentiation of TLM Agency, Inc.
which is marketing and advertisement agency that is specialized in fashion, entertainment, and
brand identity. The company is located in Washington, DC and it was founded by Tanesha L.
Matthews in the year 2016. The company is mainly focusing on developing brand image in the
eyes of the customers through campaigns and special events. The target audience of the company
is mainly corporate business, individual business, and entertainment companies. The company
provides advertisement, public rations and marketing services to the target audience. The
company aims to provide complete marketing solution which helps to create brand awareness
that directly boost the sales volume of the company within the specific period of time. The need
of marketing agency for entertainment industry is determined in Washington, DC in order to
provide marketing solutions to the company so TLM Agency, Inc. is established to fulfill the
need of target audience.
Description
Demographic description
Consumer: Louis CK
Louis CK is a famous celebrity in Washington DC which has done advertisement for one famous
clothing store. He has done B.A. in philosophy from Earlham College and J.D. from Georgetown
University. His professional experience includes experience in film industry and five years of
modeling experience.

Business: Soundtracker Company
Soundtracker is the geosocial networking mobile music streaming App Company which lies
under the entertainment industry and it is privately held company. The company was founded in
the year 2008 and the total employees of the company are twenty. The company was originated
in the United State and there is no branch. The company is owned by Daniele Calabrese and
headquarter is in Washington, DC. The company has 1.3 Million users which show that the
company has wide revenue.
Geographical description
The company serves in the Washington, DC, Maryland and Virginia area and the majority of
population is urban as the company mainly provide campaigning, public relations, special events,
and other marketing solutions for the entertainment industry and corporate business. There are
various client locations district center, strip center, mall, Business Park, and others as the
entertainment companies and corporate business are located in such locations. The climate
condition of Washington, DC is normal as there are two distinct climate zones. In summers
maximum temperature is 26 degree Celsius and in winters seldom gesso below 8 degree Celsius
(Gassert et al., 2013).
Psychographic description
The target audience are mainly entertainment industry, fashion, and corporate which are status
seeking and trend setters so they require huge attention of consumers due to which huge
marketing campaigning and advertisement is required by entertainment industry in order to
develop brand image in the eyes of the consumers (Pavelka et al., 2013). Our customers are

industry leader which require complete marketing solution in order create brand awareness
among their customers.
Lifestyle description
Customers
The target audience includes celebrities and entertainment industry so their family size is small,
vacation choices are mainly, exotic beaches, luxury resorts, island, and nightlife. The mainly
watch television shows of famous personalities, their favorite websites are social media websites
such as twitter, hobbies to read novels and other books, they are affiliated from entertainment
industry, and they owned luxury cars.
Business
They are mainly entertainment companies which are at initial stage and require huge marketing
and campaigning in order to create brand awareness. The employee relations are string and they
generally don’t have trade association membership, business products include music albums,
entertainment channels, and others. The workforce type is adults who are enthusiastic and
aggressively work towards the mission and vision of the company. Management style is
autocratic.
Purchasing pattern description
The target audience includes celebrities and entertainment companies which require marketing
campaigning and specialized events in order to develop brand awareness among the target
audience. The company works within entertainment industry so their purchasing pattern is
regular as they are regular purchasers. They purchase more than twice in a month and their
interval between purchases is short. They are quick decision makers and their motivation for

continues use in quality of products and services (Poti et al., 2015). They learnt about products
and services from social media and them generally do online purchase. They use products at time
of need and requirement, they use products in a customized manner, and a method of payment is
cashless.
Market size and trends
The size of target market covers the whole entertainment industry and celebrities which requires
entertainment marketing in order to develop brand awareness among their audience. The annual
growth rate of the target market is 1.44% in the last several years (Gereffi et al., 2014). There
are major changes which have seen in the past few years such as use of innovative technologies
in developing brand awareness among the target audience. High quality of products and services
in a customized manner with affordable prices are affecting the ability to afford products and
services. Social values such as equity, democracy, and human dignity are affecting the use of
marketing services among the target audience.
Target market
Market description
The target market of the company includes celebrities and entertainment companies as the
company is majorly focusing on entertainment industry in Washington, DC, Virginia, and
Maryland. The company serves urban density which includes celebrities, famous personalities,
and entertainment companies that requires marketing solution in order to develop brand image in
the eyes of the customers. The business locations of the company include business district, strip

center, mall, and others. The climatic conditions of Washington have two distinct climatic zones
which include summer and winters.
Market size and trends
The market size has grown in the past five years as the marketing media is required by the target
audience in order to develop brand awareness which enable to boost the sales volume of the
company. As the number of celebrities and entertainment companies has been increased in the
Washington DC so market size of the company increases.
Target customers
The target audience of the company includes celebrities and entertainment companies as it is
mainly focusing on entertainment industry. The celebrities and entertainment industry requires
marketing agencies which provides campaigning, advertisement, public relations, and complete
marketing solution in order to develop brand image in the eyes of the customers (Plummer et al.,
1974).
Market readiness
According to the reports, the industry has grown in the past five years and the industry has grown
by 1% in the year 2016 as the report shows that the entertainment industries has spent 44.2
Billion in the marketing campaigns. According to the United States Census Bureau, the revenue
per capita has increased by 36.6% and economic growth has been increased by 20.5%
(Advertising Agencies in the US: Market Research Report, 2017)
Strategic opportunities
The Company has determined the needs of marketing companies who has provide entertainment

advertisement for the entertainment companies and celebrities in the Washington DC. As there
are many companies in Washington who are providing corporate marketing solution and there is
a lack of experience workers who are providing effective campaigning and advertisement in
entertainment industry. So the company will fulfill the need of marketing agency in Washington
DC who provides effective advertisement for celebrities and entertainment companies within the
entertainment industries.
Competition
There is a high competition in the market as the competitors are providing high quality of
products and services to its target audience. The entertainment industry requires marketing
companies which provide entertainment advertisement in order to develop brand image in the
eyes of the customers.
Customer perception factors
Factor Max.
points
( 1-10)
Your
Company
TLM
Agency,
Inc.
Competitor
:
Match
marketing
group
Competito
r:
GMR
marketing
Competito
r:
Critical
mass

Product/Service
Features
9 The
company
provides
public
relations,
special
events and
specializat
ion in
hospitality
, fashion,
entertainm
ent, and
brand
identity.
9
The
company
provides
branding,
social
media,
public
relations,
marketing
strategy,
digital
marketing,
and print.
8
The
company
provide
branding,
digital
marketing,
integrated
marketing,,
video
production,
design
services,
web site
design, and
branding.
7
The
company
provides
advertising
campaigns,
event
planning,
social
media
marketing,
public
relations,
branding,
and direct
mail.
8.5
Purchase Price
9 The
company
provides
standard
rate on
The
company
uses market
penetration
price
The
company
use high
prices
strategy as
The price
range is
between
$50- $500.

hourly
basis
which
varies
from
$125-$500
and
standard
monthly
rate is
$500 per
month.
8
strategy in
order to
attract large
number of
customers.
The
minimum
purchase
price is
$150.
9
the
company
has good
brand
image in
the eyes of
the
customers.
The
minimum
purchase
price is
$250.
7
9
Indirect/
Peripheral Costs
7 The
indirect
cost of
running
the
company
includes
indirect
labor cost,
The indirect
cost
includes
telephone
expense,
administrati
ve expense,
and other
miscellaneo
The indirect
costs
include
salary,
wages, and
administrati
ve
expenses.
The
indirect
cost
includes
salary,
equipments
, and other
miscellane
ous

salary of
employees
.
7
us expense.
8
8 expenses.
9
Quality
8 The
company
provides
high
quality of
innovative
services to
the target
audience.
8
The
company
provides
advanced
technology
marketing
strategy
services in
order to
boost the
sales
volume of
the client
company.
8
The
company
customized
services
with
creative and
high quality
services to
the target
audience.
7
The
company
provides
acceptable
quality of
services to
the target
audience.
9
Durability/
Maintenance
7 The
company
maintains
The
company
has strong
The
company
has average
The
company
provide