...Integrated Marketing Plan Keller Graduate School of Management-Online MM522 Tarshica Lewis January 2011 Integrated Marketing Plan Table of Contents Executive Summary 3 Product Description/ Situation Analysis 5 Target Market 9 Competitors and Substitutes 10 Pricing 12 Channel of Distribution 15 Marketing Promotions/Communications 16 Advertising 17 Direct Marketing 18 Sales Promotions 19 Public Relations 20 Promotion Budget 20 References 21 Executive Summary An effective Integrated Marketing Communications Plan addresses problems marketing can solve and outlines objectives and strategies in order to implement tactics to accomplish the company’s goals. This IMC plan will focus on key issue for Whole Body N’ Mind. Some of the objectives that will be discussed are acquiring customers and increasing market share. Whole Body N’ Mind is a service that will be dedicated to providing individuals with a luxurious and inviting atmosphere to relax, treat and pamper the Mind, Body and Soul. Whole Body N’ Mind mission statement is: To provide high quality service and products at exceptional prices to Consumers who want to indulge in the finer things in life and, to provide un-paralleled service and support to ensure customer satisfaction. Whole Body N’ Mind will not only be a relaxation and wellness center, but also an educational force...
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...Marketing Kudler Fine Foods Angela Bush MKT/421 February 19, 2012 Judith C. Allen Marketing Kudler Fine Foods Kudler fine foods is a store that markets fine foods but needs to bring some focus toward expanding their goods to the public. Improving their business operations will increase store efficiencies and the demand of its customers at a higher volume of purchases. The growth of this organization is significant and growth will coincide with strategic marketing that will expand Kudler Fine foods locally and internationally. Kudler’s current marketing strategy and tactics have limited the company from targeting the right group of areas of consumers to promote goods too. Examining demographics and consumer behaviors competition is an aspect to consider when marketing depicting whether or not a business is promoting the benefits from the product. Importance of marketing research Marketing research allows the company to promote goods and services. Strategic marketing will place Kudler Fine foods in a good position to remain dominant in the grocery store circuit and raises their sales volumes in different locations. When evaluating consumers, a business needs to perform studies on customer behaviors demographically to decide on the appropriate items to market. The correct target market will drive consumers in to stores to shop more. This helps the business marketing decisions and strategic planning to promote their store publicly. Kudler Fine Foods provide...
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...Marketing Plan: Phase III Team D: July 18, 2011 MKT 421 University of Phoenix Glenna Twing Marketing Plan: Phase III Verizon, a global leader in telecommunications, information technology, and entertainment hopes to leap-frog over the competition with its development of an integrated whole-house digital video recorder (DVR). Verizon’s fiber optic (FiOS) service is the only television, Internet, and digital voice service currently available using 100% fiber optics (Verizon, 2009). As part of a team assignment, Team D has provided plans for the innovative whole-house DVR and identified the segmentation criteria that affects the target market. These factors may influence purchasing decisions of Verizon’s customers but more importantly these factors affect the marketing strategy. Developing a new product or service begins by conducting extensive research into the quality of the product, the wants and needs of the target market, introduction of the product to the public, meeting the appropriate price, and competition. In this phase, Team D will discuss differentiation and positioning, product life-cycle, and the appropriate marketing mix for Verizon’s successful launch of their new product and service. Whole-House Integrated DVR Verizon’s new product - a whole-house integrated wireless (WiFi) enabled cable box offers more features than any other cable box on the market. With the purchase of this new system, customers have less equipment to worry about, leaving more...
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...business knows that marketing expenditures are hard to justify. The most cost-effective marketing is an idea that can be spread by word-of-mouth. The benefit of this type of campaign is that when done right, it can engage Facebook friends, Twitter followers, local press, and national media. The best ideas for this marketing campaign are not expensive. We will try to advertise our product using the most cost efficient modes like local media and brochure printings. We can hire people to distribute brochures which shows our product line and making monthly promotion is such a good idea also. b. More people can learn about the new technology in gardening equipments. They will be ware that our company is existing, our main market target are the common people living in rural areas. We will spend less on marketing ideas but this small markets will be huge when combined. TASK # 2 1. “WHAT WILL BE THE EFFECT OF THIS PROGRAM TO OUR SALES?” SALES WILL RELATIVELY MOVE UP AS MONTHS GOES BY. WE WILL SLOWLY CONTROL THE RURAL AREA SALES AFTER SOME TIME. 2. “WHAT WILL BE THE COST?” COST WILL BE RELATIVELY LOW AS WE ARE TARGETING THE RURAL AREAS AND WILL REQUIRE LESSER EXPENSES FOR US. 3. “WHY WE CONCENTRATE ON RURAL AREAS?” BEAR IN MIND THAT OUR PRODUCTS BASICALLY ARE GARDENERS EQUIPMENT. AND RURAL AREAS PEOPLE NORMALLY HAVE THEIR OWN BACKYARD WHICH WILL REQUIRE USE OF DIFFERENT TYPES OF GARDENING EQUIPMENT. 4. “USING LESSER COST OF MARKETING IDEAS AND INCREASING SALES IS A GOOD IDEA” ...
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...Question2 2.1)The marketing concept is a marketing philosophy that sees the customers’ needs as the central focus of the company’s activities and planning whilst following its corporate social responsibility. It consists of creating a system that will provide the customer with his/her needs and at the same time having the company make a profit, which therefore creates customer value. It consists of satisfying the needs of the customer whilst still reaching the company’s goals. The four principles contained in the marketing concept are profitability, customer orientation, social responsibility and organisational integration. It encourages focus on the needs and wants of the consumers by teamwork and working as a unit. (Strydom, 2004, p.299) 2.2) Profit is not just there to make the shareholders happy. Profit can benefit the company in many ways, helping it to grow, and reach the desired goals of the company. Without profit, the company can not create quality advertising in order to give it the edge over its competitors. It can not afford advertising, sales promotion, and publicity, which are essential in giving the company the competitive edge over its competitors. Quality market research will not be able to take place as the company will not have the capital to fund market research. Without profit, the product/service will not be able to stay at the desired quality. It will not be able to create a happy environment for staff (staff functions, raises etc...)...
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...Marketplace Analysis of Whole Foods Charles Griffith University of St. Mary Marketing Management MGT-704 MARKETPLACE ANALYSIS OF WHOLE FOODS “With great courage, integrity, and love – we embrace our responsibility to co-create a world where each of us, our communities and our planet can flourish. All while celebrating the sheer love and joy of food” (Whole Foods, 2015). This is Whole Food’s “higher purpose statement”. This statement expresses and delivers what Whole Foods, as an organization, believes and what must be apparent to the consumer. As an organization founded with the drive to bring the freshest and most natural products to consumers, Whole Foods must maintain alignment with that core philosophy. Created in response to the lack of organic and natural options of the traditional grocery stores and chains Whole Foods has grown from its origins in a three story house in Austin to the multi-billion dollar enterprise it is today without sacrificing this core value (Harrison, 2014). This is very important: The continued development and growth of Whole Foods must maintain this core philosophy. The platform for value creation is rooted in market share growth and consistent and well defined organizational philosophy (Deshpande, R. & Webster, F. 1989). Keeping Whole Food’s core philosophy in mind, strategy for growth of the business and recapturing of market share are the primary goals of this analysis. The supermarket and “other grocery” markets within the United...
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...Defining Marketing Frank Robles MKT/421 February, 17 2013 Pareesa Navid Defining Marketing Marketing is traditionally the means by which an organization communicates to, connects with, and engages its target audience to convey the value of and ultimately sell its products and services. However, since the emergence of digital media, in particular social media and technology innovations, it has increasingly become more about companies building deeper, more meaningful and lasting relationships with the people that they want to buy their products and services. The ever-increasingly fragmented world of media complicates marketers’ ability connect and, at the same, time presents incredible opportunity to forge new territory (Barile, 2013). Majority of individuals think that marketing solely consist of sales and advertising, when realistically sales and marketing are fragments of marketing but do not define the whole aspect of marketing. This paper will have a personal definition of marketing as well as two definitions from other sources. Finally, conclude the definition of marketing. This writer’s perspective was unclear when differentiating the definition between sales and marketing, the roles of these two terms were confusing and were classified as being the same thing. For example, when a person is job hunting on certain websites such as: Craglist, Jobs.com, Hot Jobs, etc. Many of the sales positions were classified under the category of marketing, so with further...
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...Product, Pricing, and Channels Paper MKT/421 November 5, 2014 Joe Cheng Product, Pricing, and Channels Paper KIND offers three lines of differentiated snack bars, which includes whole nut and fruit bars—KIND Fruit & Nut, KIND PLUS, and KIND Nuts & Spices. Some of the products are packaged in varieties of smaller contents of about 100 calorie-range portions. The products are so differentiated due to the combination of natural and delicious content devoid of any array of chemicals, preservatives, and fillers found in most other snacks. KIND bars are healthy because the bars are made from all natural fruit and nut. It constitutes a good source of fiber. In some cases they are free of Trans fat and more so, are cholesterol free with very low sodium levels. KIND healthy bars are made from one hundred percent whole ingredients from almonds, pumpkin and hemp seeds, pea crisps and spices. The products are marketed in varieties of flavors such as vanilla, blueberry, almond, chocolate, apple cinnamon & pecan, peanut butter and strawberry. These variety flavors, enhances the taste bud of different targeted age groups. They contain 10g of protein per bar. The protein-packed bar is made up of twenty-two percent protein made from a combination of legumes, nuts and seeds and also containing all nine essential amino acids (kindsnacks.com). The Peas protein bar is an easily- digestible, non-GMO source of plant based protein extracted from peas. Finally the Ideal Combo is one...
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...Mass marketing is a market coverage strategy in which a business decides to ignore market segment differences and appeal the whole market with one offer or one strategy. The idea is to broadcast a message that will reach the largest number of people possible. Traditionally mass marketing has focused on radio, television and newspapers as the media used to reach this broad audience. By reaching the largest audience possible exposure to the product is maximised. In theory this would directly tie in with a larger number of sales or buys into the product. Mass marketing is the opposite of Niche marketing as it focuses on high sales and low prices. Mass Marketing aims to provide products and services that will appeal to the whole market which I believe is why it’s viable to use this marketing technique. Whereas Niche marketing targets a very specific segment of market for example specialized services or goods with few or no competitors, therefore won’t benefit as much as Mass Marketing will. The Advantages of Mass Marketing • Wide audience – Since the target audience is broad, the number of successful hits is high despite of the low probability of a single person turning up. • Less risky – If all the efforts in one particular area go in vain, still the eventual loss is compared to a loss in the narrowly focused area. • Production costs per unit are low on account of having one production run for homogeneous product • Marketing research cost and advertising cost are relatively...
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...Marketing MKT 421 Marketing According to “American Marketing Association” (2013), “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customer, clients, partners, and society at large.” The American Marketing Society has grown to be the largest marketing associations in the world. The members work, teach, and study in the field of marketing across the globe. Another definition of marketing is according to “About.com Investors” (2013), “Marketing is an activity. Marketing activities and strategies result in making products available that satisfy customers while making profits for the companies that offer those products.” Organizations success lies in marketing and it is the heart of the success. The marketing introduces a product or service to potential customers. An organization can offer the best service or product in the industry but the potential customers would not know about it without marketing. Sales could crash and organizations may close without marketing. For a business to succeed the product or service that is provided needs to be known to the potential buyers. Getting the word out is important part of marketing in any organizational success. Product or service awareness is created by marketing strategies. If marketing is not used the potential customers will never be aware of the organizational offerings and the organization will not have the opportunity to succeed...
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...The analysis for the marketing strategies & practices of Infosys Part A Organization information – Infosys Brief Introduction of the Infosys Infosys Limited (NASDAQ: INFY) was started in 1981 by seven people with US$ 250. Today, Infosys are a global leader in the "next generation" of IT and consulting with revenues of US$ 6.35 billion (LTM Q1-FY12). And it is now the largest IT Company in India with its headquarters in Bangalore (although it was started in Pune). And Infosys have several delivery centers all over the world. (Infosys Limited 2011a) Infosys defines designs and delivers technology-enabled business solutions for Global 2000 companies. Infosys also provides a complete range of services by leveraging Infosys’ domain and business expertise and strategic alliances with leading technology providers. Infosys operates in a number of business sectors from banking to retail, and its services tend to encompass end-to-end IT solutions which includes a whole bundle of added-value solutions from infrastructure to software engineering. What Infosys do Infosys offerings following main services: (Infosys Limited 2011a) - Business and technology consulting - Application services - Systems integration - Product engineering - Custom software development - Maintenance - Re-engineering - Independent testing - Validation services - IT infrastructure services - Business process outsourcing (BPO) ...
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...Reed Supermarkets Growth Action Plan Prepared By: Vishal This document explores the Industry of Supermarkets, Industry players and Competition and outlines the Growth Action Plan for 2011 to be driven by Meredith Collins, VP of Marketing, Reed. Reed Supermarkets Growth Action Plan 2011 Action Plan for Reed’s Growth 2011 Background: Meredith Collins, VP of Marketing, Reed, needs a plan for 2011 to execute to grow its current market share from 14% to 16%. Margins for error are negligible as competition has intensified in every segment and current economic conditions aren’t looking good. Recommendations for Growth: Stop the dollar special for each week: 1st step is to stop the dollar special promotion immediately. This is not consistent with the brand equity and positioning built over the years. It’s resulting in net operating loss of 76% on each discounted item and overall decreased the net operating profit for 2010 to 0.4% only (details in justification). Moreover, this promotional activity is polluting the message for regular consumers, considering that some of the dollar stores are located nearby. Increase Sales Target: To increase the current market share to 16%, sales target is set to 775Mn for 2011. It’s an increase of 95Mn. from 2010, on the assumption that total market size (4.74Bn) remains same. Focus and Maintain current Target Segment and Increase the Wallet Share: Continue focusing on the current target segment of affluent and older customers with smaller...
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...target market based on your marketing objectives that defined the customers purchase behavior you want to target. For example, you may...
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...Analysis you get the whole picture, internally and externally. This will help you determine where your company is standing in the grand scheme of things. The information is placed into the SWOT Matrix to show you these various areas. This is because not every opportunity is going to be one that you want to take advantage of. Why? Well, it may not be the right time or financially it could be very costly. So you have to look at the big picture and the matrix allows you to do that. By using the SWOT analysis tool it gives you the whole internal and external picture of your business. This tool helps you identify which opportunities you want to take advantage of; for instance which time is the right time to market an idea or when an idea is financially feasible. By looking at the whole picture you are able to make the best decision for your company. The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies. Holistic marketing recognizes that “everything matters” in marketing—and that a broad, integrated perspective is often necessary. Four main components of holistic marketing are: relationship marketing - integrated marketing - internal marketing - and socially responsible marketing. Two key themes of integrated marketing are that (1) many different marketing activities communicate and deliver value and (2) when coordinated, marketing activities maximize...
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...Running head: DEFINING MARKETING Defining Marketing University of Phoenix MKT/421 Steve Shelton May 4, 2011 As a general philosophy, marketing is the art of identifying what consumers want or need, and proceeding with campaigns to meet those wants, needs, or desires; provided the company can realize profits from fulfilling that niche. The Businessdictionary.com (2010) website defines marketing as the management process through which goods/services move from concept to the customer. This process includes the identification, selection, and development of a product/service, determination of its price, selection of a distribution channel, and the implementation of a promotional strategy. Marketing differs from selling because it is geared toward customer needs and satisfaction rather than finding tricks which spur the consumer to part with their money for your product/service. Marketing incorporates the entire business process of discovering, creating, arousing, and satisfying customer needs/desires (Levitt, 2004). Based upon these marketing definitions, the following will ascertain the importance of marketing upon organizational success, as well as providing a few business world examples which demonstrate how a good strategy can result in the phenomenal success or demise of the company involved. The Importance of Marketing After identifying specific needs or desires of consumers, a company will carry out a clear strategy that fulfills those particular...
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