BMKT001 – Marketing Plan Guideline – Semester 2 2014
PAGE LENGTH GUIDE FOR THE MARKETING PLAN

Section
Page length
Table of Contents
No page limit
Executive summary
1 – 2 pages

Introduction


1 page


SWOT Analysis


1 page


Target market


1 – 2 pages


Marketing Objectives



1 page

Key considerations & Product strategy
2 – 3 pages
Price Strategy

2 – 3 pages
Promotion strategy

2 – 3 pages
Place strategy

2 – 3 pages

Conclusion
1⁄2 – 1 page
Reference list

No page limit


Note:
Table of contents and Reference list is not included in the page count
TURNITIN
Each group must submit one copy of their Marketing Plan to TURNITIN in Wk.11 – you should submit the copy at least 1 day before the due date to allow your group to make changes if necessary.
TARGET MARKET
There are two things you must do for your target market section:
1. Target market – what is the size and growth of the target market? You can access www.abs.gov.au and search for information on population size in Australia and use this information to establish the size and growth potential of your target market.
2. You need to provide a description of the type of customer/s your company wishes to sell its product to. You should aim to identify and describe at least 3 segments in the market. (An example of segments are Fashionable people, Technology savvy, Families, Travelers etc) You should aim to write a short story, between 1-2 paragraphs, describing each target segment. You will need to use points from each of the four variables below to describe your 3 segments. Things to consider
1. Demographic – age, gender, occupation, education, marital status, income, social status
2. Geographic – what climate, local population, market density, region, urban, suburban, rural
3. Behavioural – benefit expectations, brand loyalty, occasion, price sensitivity and volume usage.
4. Psychographics – lifestyle, motives and personality attributes.
An example of segment description has been provided below:
Vibrant Vanilla Cola Drinkers
The typical Vanilla Coke consumer is young single male aged 14-24. Whether he is a student working part-time or employed with high discretionary income, he leads a busy lifestyle, therefore seldom has time for breakfast but he snacks throughout the day and enjoys fast food. He lives in the family home in the suburbs of major capital cities. He is a social animal and likes to be with a crowd of people. He goes to concerts, sporting events, the movies and rents DVDS. 3⁄4 of this segment drinks cola at least once a week.
PROMOTION STRATEGY – Chp.9
What are the Objectives of your Promotion? Which one of the following will be used and Why?
To create awareness
To stimulate demand in the target market
To encourage reseller support
To build and maintain competitive advantages
Integrated Marketing Communications Discuss each of the 2 points below:
1. How will each promotional technique reinforce the others? Use examples from your strategies to demonstrate how they reinforce each other.
2. Will you use a pull strategy (aimed at consumers) or a push strategy (aimed at marketing distribution channel) or a combination of both?
Which Promotional Mix Tools will be used? You will need to discuss ALL of the main four tools below [i.e. Advertising, Public Relations, Sales promotion, Personal selling]
With Advertising you need to consider the following:
1. What type of advertising should be used?
Product advertising – Competitive or Comparative?
Institutional advertising
2. Create the advertising campaign, using the following steps:
Understand the market environment
Know the target market (audience)
Set specific objectives
Create the message strategy
Allocate resources
Select media
Produce the advertisement
Place the advertisement
Evaluate the campaign
With Public relations consider the following:
1. What written communications can be produced for stakeholders (e.g. annual reports)
2. How can sponsorship be used to build and sustain good relations?
3. Which charitable donations or acts can the organisation be involved in?
With Sales Promotion consider the following:
1. What will be offered to the Consumer and why? Consider the use of Free Samples,
Premium offers, Loyalty programs, Contests, Coupons, Discounts, Rebates, Point of purchase promotions, Event sponsorship
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BMKT001 – Marketing Plan Guideline – Semester 2 2014
2. What will be offered to the Trade and why? Consider the use of Conventions and trade shows, Sales contests for marketing intermediaries, Gifts and premium money, Trade allowances, Cooperative advertising, Dealer listings
If Personal Selling (Salespeople) you need to consider the following:
1. Who will they be aimed at? Intermediary, consumer, business?
2. Number of salespeople? High, Medium or low
What Additional forms will you use?
Sponsorship
Ambush marketing
Product placement
Guerrilla marketing
Viral marketing
about the promotion strategy you must to follow this book 24108 Marketing foundations,BMKT001 Marketing Foundations, the author is Elliott, Greg. Publisher is Milton, Qld. : John Wiley and Sons Australia, 2012.
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