Rainbow Vacuum Cleaner Marketing Plan Draft 2008
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Rainbow Vacuum Cleaner Marketing Plan Draft 2008

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A draft work to give clues about a marketing plan. It is prepared for a vacuum cleaner brand "Rainbow" but not presented.

A draft work to give clues about a marketing plan. It is prepared for a vacuum cleaner brand "Rainbow" but not presented.

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    Rainbow Vacuum Cleaner Marketing Plan Draft 2008 Rainbow Vacuum Cleaner Marketing Plan Draft 2008 Presentation Transcript

    • 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
    • The Situation
      Where are we?
      Who are we?
      What’s 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
    • The Question
      Information requirements
      Research methodology
      Research results
    • The Strategy
      PROMOTION
      • Promotional goals
      • Promotion mix
      PRODUCT
      • Product mix
      • Product strengths and weaknesses
      • Perceptual mapping
      • Product life cycle management
      • Brand name, brand image, and brand equity
      • B.C.G. Analysis
      PLACEMENT
      • Geographical coverage
      • Distribution channels
      • Motivating the channel
      • Locations
      • Logistics
      PRICE
      • Pricing objectives
      • Pricing method
      • Pricing strategy
      • Discounts and allowances
      • Price elasticity and customer sensitivity
    • The Rules
      Controls & Evaluation
      Budget Determination
      Action Plans
    • The Action
      Sales&Promotion
      CRM
      Public Relations
      Personal Selling
      Advertising
      Direct Marketing
      Mass Media
      Alternative
      Media
    • The Winner