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Sample Strategic Marketing Plan

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Here is a strategic marketing plan created for the NOS Energy Drink Account in Los Angeles

Here is a strategic marketing plan created for the NOS Energy Drink Account in Los Angeles

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  • 1. Strategic Marketing Plan – Los Angeles VERSION: 2007 | DRAFT #1 UPDATED: 7/23/2007 The ideas contained within are the confidential intellectual property of Juntae DeLane. Any use of these concepts is prohibited without the express written permission. By further reading this document you are acknowledging acceptance of these terms.
  • 2. http:www.drinknos.com Table of Contents Executive Summary ................................................................................... 4 Introduction............................................................................................ 4 Marketing Goals ...................................................................................... 4 Scope ...................................................................................................... 4 Summary of Approach ............................................................................. 4 Organization .............................................................................................. 5 Marketing Roles and Responsibilities ...................................................... 5 Organizational Chart ............................................................................... 5 Los Angeles Market Research and Analysis ................................................ 6 Our Customer Perspective ...................................................................... 7 The Competitive Perspective ................................................................... 7 The Industry Perspective ........................................................................ 7 Product Identity ........................................................................................ 9 Brand Positioning ................................................................................... 9 Fucntional Benefits ................................................................................. 9 The Product ............................................................................................. 10 Product Description .............................................................................. 10 Target Markets ........................................................................................ 10 Market 1: Car Shows ............................................................................. 10 Market 2: Car Clubs ............................................................................... 11 Market 2: Auto Performance Race Shops .............................................. 11 Market 2: High Schools ......................................................................... 11 Strategic Marketing Plan for Los Angeles Prepared by: jdelane@fuzebev.com Juntae Delane – Market Manager, Fuze Beverage, LLC 2
  • 3. http:www.drinknos.com Market 2: Colleges ................................................................................ 12 Market 2: Night Clubs ........................................................................... 13 Marketing Plan......................................................................................... 14 Marketing Budget .................................................................................... 14 Strategic Marketing Plan for Los Angeles Prepared by: jdelane@fuzebev.com Juntae Delane – Market Manager, Fuze Beverage, LLC 3
  • 4. http:www.drinknos.com Executive Summary Introduction Before I begin my duties as the Los Angeles Market Manager for NOS Energy Drink I have written a marketing plan that will ensure my success and organization. This plan will be reviewed and amended as needed throughout the duration for the campaign. I welcome all those who can contribute to this document in hopes that additional ideas can add to the success. Marketing Goals The primary goal of this plan is to define a marketing framework for supporting the company’s strategic business goals in Los Angeles, including: Achieving a significant increase on NOS Energy Drink sales Achieving a significant “buzz” in the Los Angeles Market Positioning the brand with more events within the core demographic Summary of Approach The marketing team will seek to meet our strategic marketing goals through: Car Shows Car Clubs Performance Shops High School Events Night Club Strategic Marketing Plan for Los Angeles Prepared by: jdelane@fuzebev.com Juntae Delane – Market Manager, Fuze Beverage, LLC 4
  • 5. http:www.drinknos.com Organization Marketing Roles and Responsibilities The marketing team will be comprised of the following roles: Marketing Staff Role Responsibilities Market Manager – Will oversee all marketing, advertising and promotional staff and Juntae Delane activities. They establish marketing strategies to meet organizational objectives. Evaluate customer research, market conditions, competitor data and implement marketing plan changes as needed. Asst. Market Manager Will assist market manager with the aforementioned duties. Is responsible for maintaining all sub-committees. Life Style Manager Will be a liaison between the marketing team and the “underground” tuner culture. This person will also serve as a consultant to the marketing team. High School Manager Will be a liaison between the marketing team and the high schools in Los Angeles. This person will also serve as a consultant to the marketing team. College Manager Will be a liaison between the marketing team and the colleges in Los Angeles. This person will also serve as a consultant to the marketing team. Sampler/Street Team This will be our army of promotional models and street team members. Organizational Chart Strategic Marketing Plan for Los Angeles Prepared by: jdelane@fuzebev.com Juntae Delane – Market Manager, Fuze Beverage, LLC 5
  • 6. http:www.drinknos.com Los Angeles Market Research and Analysis People Quick Facts Los Angeles County Population, 2006 estimate 9,948,081 Population, percent change, April 1, 2000 to July 1, 2006 4.5% Population, 2000 9,519,338 Persons under 5 years old, percent, 2005 7.6% Persons under 18 years old, percent, 2005 27.6% Persons 65 years old and over, percent, 2005 10.1% Female persons, percent, 2005 50.6% White persons, percent, 2005 (a) 74.1% Black persons, percent, 2005 (a) 9.7% American Indian and Alaska Native persons, percent, 2005 (a) 1.1% Asian persons, percent, 2005 (a) 13.1% Native Hawaiian and Other Pacific Islander, percent, 2005 (a) 0.3% Persons reporting two or more races, percent, 2005 1.7% Persons of Hispanic or Latino origin, percent, 2005 (b) 46.8% White persons not Hispanic, percent, 2005 29.5% Living in same house in 1995 and 2000, pct 5 yrs old & over 52.0% Foreign born persons, percent, 2000 36.2% Language other than English spoken at home, pct age 5+, 2000 54.1% High school graduates, percent of persons age 25+, 2000 69.9% Bachelor's degree or higher, pct of persons age 25+, 2000 24.9% Persons with a disability, age 5+, 2000 1,775,009 Mean travel time to work (minutes), workers age 16+, 2000 Housing units, 2005 3,339,763 Homeownership rate, 2000 47.9% Housing units in multi-unit structures, percent, 2000 42.2% Median value of owner-occupied housing units, 2000 $209,300 Households, 2000 3,133,774 Persons per household, 2000 Median household income, 2004 $43,518 Per capita money income, 1999 $20,683 Persons below poverty, percent, 2004 16.7% Business Quick Facts Los Angeles County Private nonfarm establishments, 2004 239,571 Private nonfarm employment, 2004 3,883,777 Private nonfarm employment, percent change 2000-2004 0.5% Nonemployer establishments, 2004 777,103 Total number of firms, 2002 901,948 Strategic Marketing Plan for Los Angeles Prepared by: jdelane@fuzebev.com Juntae Delane – Market Manager, Fuze Beverage, LLC 6
  • 7. http:www.drinknos.com Black-owned firms, percent, 2002 5.8% American Indian and Alaska Native owned firms, percent, 2002 1.4% Asian-owned firms, percent, 2002 15.6% Native Hawaiian and Other Pacific Islander owned firms, percent, 2002 S Hispanic-owned firms, percent, 2002 20.9% Women-owned firms, percent, 2002 29.5% Manufacturers’ shipments, 2002 ($1000) 108,052,135 Wholesale trade sales, 2002 ($1000) 198,703,926 Retail sales, 2002 ($1000) 92,100,128 Retail sales per capita, 2002 $9,433 Accommodation and foodservices sales, 2002 ($1000) 14,211,642 Building permits, 2005 23,498 Federal spending, 2004 ($1000) 59,186,337 Geography Quick Facts Los Angeles County Land area, 2000 (square miles) 4,060.87 Persons per square mile, 2000 2,344.1 FIPS Code Metropolitan or Metropolitan Statistical Area Los Angeles-Long Beach-Santa Ana, CA Metro Area *(a) Includes persons reporting only one race. (b) Hispanics may be of any race, so also are included in applicable race categories. FN: Footnote on this item for this area in place of data NA: Not available D: Suppressed to avoid disclosure of confidential information X: Not applicable S: Suppressed; does not meet publication standards Z: Value greater than zero but less than half unit of measure shown F: Fewer than 100 firms Source: US Census Bureau State & County Quick Facts Our Customer Perspective We plan to stay in “tune” with customers in the Los Angeles area. By using customer response cards, we will be able to analyze and evaluate brand positioning, target market, product messaging, etc. Below are example questions: Rate the taste and effectiveness of the product. Have you ever heard or seen NOS Energy Drink before? If so, where? How does the drink stand up against the competition? Strategic Marketing Plan for Los Angeles Prepared by: jdelane@fuzebev.com Juntae Delane – Market Manager, Fuze Beverage, LLC 7
  • 8. http:www.drinknos.com The Competitive Perspective These are the methods used to gather competitive intelligence: Use the other energy drink websites to see what events they are sponsoring to aid our attempts to tromp them! Check beverage industry websites bi-weekly to see what the competition is doing. Google search competition The Industry Perspective These are the resources used to gather industry data and trends: Action Pursuit Group Media – the leading provider of events and online media properties serving the tuner and sports compact performance market. Websites include: hotimportnights.com, hincity.com and carandmodel.com. CarDomain.com - The CarDomain.com community offers auto enthusiasts a friendly home, tools to exchange ideas and information, and suggestions on how to modify and enhance their vehicles. Through a variety of advertising and sponsorship opportunities, marketers reach a highly targeted, hard-to-reach young male audience. Marketers also benefit from the unique insights that CarDomain InsideTrack research offers into the thoughts and behavior of the CarDomain user base. ImportTuner.com - Step inside the Import Tuner Magazine Community to interact with other import car enthusiasts in our blogs and forums, ask questions, help other members, and much more. BevNet.com - BevNET is a beverage-oriented media company operating a Web site that reviews non-alcoholic, ready-to-drink beverages and provides comprehensive, up-to- the-minute information about the beverage industry. It also provides information to beverage retailers via Beverage Spectrum magazine, the only trade magazine in the country aimed directly at the beverage retailing business. PriMedia - PRIMEDIA is the leading targeted media company in the United States. With 2006 revenue from continuing operations of $849 million, its properties comprise over 100 brands that connect buyers and sellers through print publications, Internet, events, merchandise and video programs in two market segments: including; Enthusiast Media is America’s #1 special interest media company, with more than 70 magazines, 90 websites, over 65 events, two television programs, 400 branded products, and such well-known brands as Motor Trend, Automobile, Automotive.com, Equine.com, Power & Motoryacht, Hot Rod, Snowboarder, Stereophile, Surfer, and Wavewatch.com Strategic Marketing Plan for Los Angeles Prepared by: jdelane@fuzebev.com Juntae Delane – Market Manager, Fuze Beverage, LLC 8
  • 9. http:www.drinknos.com Product Identity Brand Positioning The positioning of our company is as follows: Description 1: NOS is Human Horsepower Description 2: NOS allows you to tun-it-on and go faster…no matter what your racing for. Description 3: What Nitrous Oxide does for the car, NOS Energy Drink does for the driver Brand Functional Benefits Great mango passion fruit flavor No medicinal aftertaste Loaded with the highest levels of powerful ingredients Almost twice the caffeine of leading energy drinks (125mg per 8oz serving vs. 80mg) Maximum levels of B-Vitamins – 100% B6 and B12 1000mg of Taurine Strategic Marketing Plan for Los Angeles Prepared by: jdelane@fuzebev.com Juntae Delane – Market Manager, Fuze Beverage, LLC 9
  • 10. http:www.drinknos.com The Product Product Description NOS 22oz Bottle BevNET Review: This 16 oz drink has a pleasantly-tangy passion fruit flavor, which is a nice break from the Red Bull-style formulas so often used in energy drinks. The co-branding with the NOS brand of nitrous will definitely appeal to automotive buffs. And the obvious analogy of nitrous oxide is to cars as energy drinks are to humans is brilliant. We like this brand and expect it will have good success with the male auto-enthusiast demographic. Features and Benefits FEATURES BENEFITS First PET energy drink of its size True resealability Fits in a 20oz glide True portability Target Markets Our target markets, in priority order to meeting our overall business goals include: Market 1: Car Shows Examples: Hot Import Nights, SEMA, Formula Drift Market Size/Count: At least one car show per month in this market Characteristics: Heavily attended by our core demographic: 16-24 males Ability to tap into the events promotional networks. Will have lasting residual effects. Strategic Marketing Plan for Los Angeles Prepared by: jdelane@fuzebev.com Juntae Delane – Market Manager, Fuze Beverage, LLC 10
  • 11. http:www.drinknos.com Market 2: Car Clubs Examples: Street Rods Unlimited, KRUSHAL, JDM high performance engines club Market Size/Count: Approx. 1,000 car clubs Characteristics: Apart of our extended core demographic: 12-34 males Ability to tap into the each member. Market 3: Auto Performance Race Shops Examples: A & A Auto Performance Inc, Protech Performance, P S Racing Inc Market Size/Count: Approx. 700 Auto Performance Race & Sport Equipment shops. Characteristics: Attracts our core demographics Can assist in our retail promotional programs Market 4: High Schools Examples: Hollywood High, Vince High, Westchester High. Market Size/Count: Approx. 1,200 high schools (LAUSD) Strategic Marketing Plan for Los Angeles Prepared by: jdelane@fuzebev.com Juntae Delane – Market Manager, Fuze Beverage, LLC 11
  • 12. http:www.drinknos.com Characteristics: Within our core demographic 16-24 Great place to begin a life time brand loyalty Market 5: Colleges Examples: UCLA, USC, Santa Monica College Market Size/Count: Approx. 100 colleges and universities Characteristics: Within our core demographic 16-24 Market 6: Night Clubs Examples: Avalon, Circus Disco, Cabana Club Market Size/Count: Approx. 2,500 nightclubs and entertainment venues Characteristics: Within the core demographic Ability to implement sampling programs with the bar Ability to have residual promotions Strategic Marketing Plan for Los Angeles Prepared by: jdelane@fuzebev.com Juntae Delane – Market Manager, Fuze Beverage, LLC 12
  • 13. http:www.drinknos.com Marketing Plan The Marketing programs planned in the coming months comprise the following areas: Marketing Communications Goals Email blasts to all industry people that influence the promotion of the brand Telemarketing efforts to local event promoters Public Relations Goals Tastemaker servicing – deliver product directly to the industry’s influencers. Product Placement – induce product placement in T.V. and Film productions. Media – keep the local media informed of sponsorships, and brand updates Promotions Goals Pit Stops – “crash” all events where our core demographic can be found. Sampling – sample at retail and consumer event locations Sponsorships – Sponsor all events within our core demographic The following sections list and describe at a high level, the tactics we will use to achieve these goals. Separate plans for each major marketing area will provide precise execution details. Strategic Marketing Plan for Los Angeles Prepared by: jdelane@fuzebev.com Juntae Delane – Market Manager, Fuze Beverage, LLC 13
  • 14. http:www.drinknos.com Marketing Budget NOS FM Budget Unit Cost Quantity Total Los Angeles Staff $1,000.00 4 $8,000.00 $8,000.00 T&E $1,800.00 4 $7,200.00 $7,200.00 Total $15,200.00 $15,200.00 Events Event Fees $1,500.00 4 $ 6,000.00 $ 6,000.00 Equipment $ 250.00 1 $ 250.00 $ 1,250.00 Total $ 6,250.00 $ 7,250.00 Internet $ 60.00 4 $ 240.00 $ 240.00 Cell $ 100.00 4 $ 400.00 $ 400.00 Storage $ 150.00 4 $ 600.00 $ 600.00 Total $ 1,240.00 $ 1,240.00 POS Unit Cost Quantity NOS Event Tent $ 800.00 1 $ 800.00 $ 800.00 Table Skirts $ 200.00 1 $ 200.00 $ 200.00 Tables $ 50.00 2 $ 100.00 $ 100.00 Firehawk Barrels $ 49.00 5 $ 245.00 $ 245.00 Banners $ 16.00 5 $ 80.00 $ 80.00 Sample Cups (2500) $ 77.00 10 $ 770.00 $ 770.00 Pole Hugger (25) $ 100.00 5 $ 500.00 $ 500.00 NOS Sticker Sheets (50) $ 32.50 50 $ 1,625.00 $ 1,625.00 NOS Pit Shirts $ 20.00 10 $ 200.00 $ 200.00 NOS T-shirts $ 3.00 1000 $ 3,000.00 $ 3,000.00 NOS Lanyards $ 12.50 200 $ 2,500.00 $ 2,500.00 NOS Hats $ 5.00 200 $ 1,000.00 $ 1,000.00 Web Cards (100) $ 5.00 100 $ 500.00 $ 500.00 Strategic Marketing Plan for Los Angeles Prepared by: jdelane@fuzebev.com Juntae Delane – Market Manager, Fuze Beverage, LLC 14
  • 15. http:www.drinknos.com NOS Brochures $ 7.50 200 $ 1,500.00 $ 1,500.00 Total $13,020.00 $ 13,020.00 Product $ 16.00 1,000 $32,000.00 $ 32,000.00 Vehicles Upgrades $ 2,500.00 $ 2,500.00 Salary ( 4 Mo) $15,417 $15,417 Bonus $1,542 $1,542 Benefits $3,854 $3,854 Total $19,271 $19,271 Total Per Market $91,023.25 $92,023.25 Strategic Marketing Plan for Los Angeles Prepared by: jdelane@fuzebev.com Juntae Delane – Market Manager, Fuze Beverage, LLC 15