Rainbow Vacuum Cleaner Marketing Plan Draft 2008
-
Upload
goerkem-oeztuerk -
Category
Business
-
view
14.037 -
download
5
description
Transcript of Rainbow Vacuum Cleaner Marketing Plan Draft 2008
Rainbow Marketing Plan Draft – September 2008
The Challenge
Aims of developing the strategy;
Brief description of product to be marketed
Associated goals, such as sales figures and strategic goals
Conclusion of the plan
Where are we?
Who are we?
What’s the situation?
The Situation
COMPANY
Company resources
• financial
• people
• time
• skills
Objectives
• mission statement and
vision statement
• corporate objectives
• financial objective
• marketing objectives
• long term objectives
•description of the basic
business philosophy
Corporate culture
MACROENVIROMENT
•Political and legal
•Economic
•Social and cultural
•Technological
CONSUMER
•Nature of the buying decision
•Participants
•Demographics
•Psychographics
•Decision process
•Buyer motivation and
expectations
•Loyalty segments
MARKET
•Market definition
(characteristics)
•Market size
•Industry structure and
strategic groupings
•Competition and market
share
•Competitors
•Market trends
•Market segmentation
SWOT
•internal Strengths
•internal Weaknesses
•external Opportunities
•external Threats
Information requirements
Research methodology
Research results
The Question
PRODUCT
•Product mix •Product strengths and weaknesses •Perceptual mapping •Product life cycle management•Brand name, brand image, and brand equity •B.C.G. Analysis
PRICE
•Pricing objectives •Pricing method •Pricing strategy •Discounts and allowances •Price elasticity and customer sensitivity
PLACEMENT
•Geographical coverage •Distribution channels•Motivating the channel•Locations•Logistics
PROMOTION
•Promotional goals•Promotion mix
The Strategy
The Rules
Controls & Evaluation
Budget Determination
Action Plans
Sales&Promotion
Advertising
Public Relations
Personal Selling
Mass Media Alternative
Media
CRM
Direct Marketing
The Action
The Winner