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
Page
Executive Summary 1
Current Market Situation 1-4
Unique Selling Proposition 4-5
Marketing Strategy 4Ps 5-6
Action Programs 7
Conclusion 8
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
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.
Weakness
Weaknesses are the factor that will affect the progress of company to bring up
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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.
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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)
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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.