Group Members: Yee Kai Mun 15025844 Seow Pei Pei 15105851 Tan Jing Xin 15106826 Ng Pei Moon 16000010 Tan Yee Chin 16040016
Subject Code: MKT 1014/1024 Principles of Marketing
Lecturer’s Name: Dr Sivakumari Supramaniam
Tutor’s Name: Ms Yen Yen Ang
Topic: Mini Marketing Plan – Health and Fitness Table of Contents
Executive Summary 1
Current Market Situation 1-4
Unique Selling Proposition 4-5
Marketing Strategy 4Ps 5-6
Action Programs 7
1. Executive Summary
This marketing plan is to raise the brand awareness of PETA International that launched few months ago. The marketing plan included company analysis, customer analysis and competitor analysis. Company analysis mentioned about the SWOT analysis and the use of S-O strategy. While customer analysis stated the segmentation, targeting and positioning. The competitor analysis mentioned about the direct competitor and indirect competitor such as Amway and NuSkin.
2. Current Market Situation
2.1 Company Analysis
Strengths are the factors that affect the brand awareness of PETA International and maximize the members’ performance. Some of the example include the company have innovative culture, unique product and the products are imported from japan that undergo quality check by Ministry of Health Malaysia.
Weaknesses are the factor that will affect the progress of company to bring up
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According to Porter (2008), a strategy should create a long-term sustainable competitive advantage for a company. This can either be achieved by performing similar activities better than rivals meaning to have a higher operational effectiveness – or to have a unique and valuable position with a consistent fit among a company’s activities and some trade-offs. Bark & Co.’s strategic positioning can therefore be described as a highly needs-based one due to the fact that the company focuses on meeting the needs of a particular group of customers and therefore also creates a fit among all activities. Whether this strategy will lead to a sustainable competitive advantage and what Bark & Co. needs to consider in order to operate successfully in the Pet Product Industry will be evaluated in the following chapters of this
The identification and communication of each staff member’s role in the marketing plan will produce a cohesive workplace, garner support and buy-in to the plan which also improves the workplace morale. The formal marketing plan, just as the strategic plan should include measurable objectives and goals. The plan must also be treated as a process and be under constant evaluation and modification when necessary to achieve all objectives and goals. The continuous monitoring of the plan will ensure the organization remains on course and goals are met or
The target customers here in case study sport market, whose are Younger’s and their age are form 18 to 34 years. Development well-dressed packaging The second step involve in marketing is to project your product according to the norms, values and custom of the population because when we project our factors have great influence on the product presentation. Implement a unique slogan:
In today world of intense competitive marketing decisions often become vital distinguishing factors between industry leaders and other market players. The strategic marketing decision is taken based on their marketing mix i.e. 4 P'S of marketing. Controlling these parameters, companies may consider various internal and external marketing challenges. The marketing mix of the firm in a large part is the product of evolution that comes from day to day marketing, the mix represents the program that a management evolved in the ever challenging market (Bordern, 1994). This paper will study the world -known and reputable airline company, Delta Airlines to approach the context of marketing of the U.S Airline Industry.
Each brand must be positioned for its target segment and a single P&G brand cannot have one positioning for all of P&G’s segments. P&G implements multiple sales strategy that means one similar product may have a different brand. This implement may attract more consumers to buy its products. And this essay will introduce the background of P&G. Furthermore, will have some analysis of its situations such as PEST and SWOT analysis.
This is one of the most important difference from the it’s biggest competitor Procter & Gamble. According to chart on the side; company’s main strong and weak points against to its competetiors are; competition with industry, threat of substitutes, bargaining power of buyer, bargaining power of supplier, threat of new
2) will the same strategy applied lead to an increase in household penetration of the brand? Marketing Research Problem: 1) To determine whether the Pillsbury baking experience resonated with customers 2) To analyze the existing attitude and usage of consumer regarding RBG cookies in multiple markets of USA and Canada 3) To visualize brand perceptions of customers in multiple markets namely USA and Canada PROBLEM
Under Armour 1. Executive summary By using the “IMC RABOSTIC planning Model” designed by Pickson and Broderick (2005, p.1), which aids “how integrated marketing communication are planned, organized and managed”, the following report show that a developing integrated marketing communication plan for Under Armour. The plan show that Under Armour is an international brand which is providing the best, quality, and innovation gears to the customers, Under Armour is going to become the first choice to the athletes.
Firstly, the Boston Consulting Group (BCG) matrix that concentrate the market position of different products. Secondly, the experience curve and the Profit Impact of Market Strategies model which identified a number of strategic variables. Furthermore, competitive advantages model (Porter, 1985) which focus on five different forces in environment of organization, but suit with only stable market. Generic strategy was developed strategies under this school, especially it can identify position in the market. Advantages: -Provide content in a systematic way to the existing way of looking at strategy -Particularly useful in early stage of strategy development, when date is analyzed -This school emphasis on analysis and calculation can be a very strong support to the strategy development process -This strategy suit with big businesses or organization which have ability for operate effective market research in the environment
a. The product and production orientation of marketing asserted that a company should first develop product and then they should scan the market for sale opportunities. Now days in the modern world the market have changes. The process orientation of marketing requires a company to first to analyse the market, understand customer requirement and then develop products. In todays world, the modern marketing is based on the reverse process, in which the first the customer needs and demands are identified. The subsequent market program of the firm depends on how the market identifies the potential customer, profiles them, target them and positions his offering in the minds of customer.
First, from the beginning of the classes I was able to design and implement marketing/business strategies in particular areas only. After that, I am able to create long-term and mutually beneficial exchange relationships between an entity and the publics with it interact. Moreover, the strategic marketing analysis & planning process such as internal & external situation assessment, strategy formulation, positioning and marketing mix were taught during lessons in detail that integrated my marketing knowledge. And as a result I also became aware with a range of new issue of marketing management and the marketing tactics in particular that were resulted from the product and branding strategy. I found strategic marketing analysis and planning of this project more challenging than
Table of Contents 1.0) Executive Summary 3 1.1) Objectives 3 1.2) Mission 3 1.3) Keys to success 3 2.0) Product and Services 4 2.1) Sourcing 5 2.2) Technology 5 3.0) Market Analysis Summary 5 3.1) Market Segmentation 6 3.2) Target Market Segment Strategy 7 3.2.1) Market Trends 7 3.2.2) Market Needs 8 3.2.4) Market growth 8 4.0)
2. Introduction Defining an effective Marketing Communication Plan and Communication Mix through a well researched strategy will not only help to reach out to potential customers, but it will also help to adapt and respond to the ever changing marketing environment. This report starts by examining the various promotional tools used by marketers in the marketing of their products and services, including the advantages and disadvantages of the tools. The report goes on to examine the meaning of Integrated Marketing Communication (“IMC”) and the importance of measuring the effectiveness of the Promotional Campaign.
Furthermore, in the most simplistic way, Pets.com needed to lower the amount of money spend on marketing communications. looking at it in more detail, the company did manage to share an intended message to the audience through their famous super bowl commercial, but what they failed to realise what that “sticking out” compared to your competitors is not effective if there is no call to action. This once again reflects upon their lack of research as Pets.com’s focused more on creating a product and promoting it rather than analyzing the main components such as customers, market and competitors. Through a managerial perspective, I would recommend lowering the budget for marketing communications and using it towards magazines and posters at animal clinics. Using this method, they directly reach pet owners specifically rather than anyone who could be watching the tv commercial at the time.
Consumer compare the prices of brands. And purchase the product with best outcome in low price but in many cases, consumer can pay more for better results. The product has design which attract the customer and easy to carry. Fashion leaders purchase the product which is more stylish and can satisfy their ego. The brand promotion has unique impact on brand image.