Team Smiles is a group of Suffolk University students who have created a marketing plan for the Suffolk Bookstore. Their plan focuses on expanding the bookstore's product line to include backpacks and accessories targeted towards college students. They propose using social media and promotions to increase the bookstore's online and on-campus visibility. The team performs a SWOT analysis and recommends expanding the bookstore's market segment, using social media promotions, and providing excellent customer service to distinguish themselves from competitors.

1. TEAM SMILES
MARKETING
PLAN

2. Who Is Team
Smiles?
Dedicated group of
number one
students!
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3. SUFFOLK
BOOKSTORE

4. 4
Marketing Plan
▹ The Business Mission
▹ We want to create a backpack for college
students that is affordable and durable. Even
though the back pack is primarily for college
students we also want to open up to commuters
and also students that aren’t in college as well.

5. SWOT ANALYSIS
5
Strengths
Location
Customer Loyalty
Quality of customer service
Weaknesses
Lack of product variety
Higher prices compared to
competitors
Opportunities
Create a more diverse
product line
Become more visible online
+ on campus
Social Media
Expand Market Segment
Threats
Students are the primary
source of income
High competition
Lack of exposure online +
on campus

6. Identify Opportunities
1.Segmentation- Our market
segment is primarily for
college students within
the Suffolk
University community. To
reach our target market
we must offer a
store where students
are interested in
going In to.
2.Having a social
media account where
they have free
giveaways and raffles to
the Suffolk
students. Acknowledgin
g the students
with promotions that
are occurring at
the moment for big
events (Finals week,
Midterm week,
Orientation, Tours, etc.)
3.Most companies only aim
to milk students of
their funds; however, we
know the importance
of excellent service and
exceptionable products to
give a better
experience towards
the Suffolk community
and students.
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7. 7
Implement Marketing Mix
and Allocate Resources
▹ Product- Backpacks, Clothing, Utensils, Books,
etc.
▹ Price- Backpack prices ranges from $11 to $90
▹ Place- Suffolk Bookstore
▹ Promotion- Any promotion can be ran by the
bookstore (Ex. If you buy a backpack from us
you’ll get a free water bottle)

8. SUSTAINABLE COMPETITIVE
ADVANTAGE
8
Customer
Value
Customer
Excellence
Operational
Excellence
Product
Excellence
Locational
Excellence

9. Customer
Excellence
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One thing that the bookstore excels in is
its Customer Excellence. The bookstore
has very good customer service and
maintains loyal customers.
There is a very loyal base of customers,
mainly Suffolk students and Suffolk
parents. Also, when entering the store
there is always a worker trying to assist
you and offering their help.

10. 10
Geographic Demographic
Psychographic Behavioral
UNIVERSITY STUDENTS
Greater Boston Area
URBAN COMMUTERS
Greater Boston Area
UNIVERSITY STUDENTS
Interests- music, pop culture,
fashion/style, politics
Lifestyle- student, fast paced
URBAN COMMUTERS
Interests-common with
university students
Lifestyle- range from student
to career oriented overall
more sophisticated
UNIVERSITY
STUDENTS
Ages- 18-25
Female + Male
URBAN COMMUTERS
Ages- 18-35
Female + Male
UNIVERSITY STUDENTS
Buying behavior- annually
Affinity for brand loyalty
URBAN COMMUTERS
Buying behavior- annually/
biannually

11. 11
Positioning & Service
Experience
▹ Market Size: 7,000 – 11,000 possible students
▹ University Students
▹ College students prefer convenience and cheaper prices
▹ Position: offering the best value to university students at a
better price point than retailers, while not decreasing service
or product quality
▹ -Reliability: Having constant great service and great quality
▹ -Responsiveness: Replying to customer issues and concerns
▹ -Assurance: Offering a warranty and return policy, trusting our
brand name
▹ -Empathy: Offering repair services during a warranty period or
replacement program
▹ -Tangibles: Having an interactive app, possible 3D tour in app
experience

12. 12
MEETING CUSTOMER WANTS
& NEEDS
Self Actualization
Self Esteem
Social
Security
Physiological

13. 13
PRODUCT WIDTH + DEPTH
• North Face
• JansportWidth
• 2 Styles
• 5 StylesDepth

14. COMPANY
OBJECTIVES
& PRICING
14
Competition
Costs
Company
objectives
Customers
Channel
members Value

15. 15
Company Objective Example of Pricing
Strategy Implications
Profit-Oriented Target price focus and maximum profit,
quality of backpack may not be the focus
if the most profit is generated
Sales-Oriented Making sales the focus to create profit, a
price increase might occur to attract
customers who do not care about price
(luxury)
Competitor-Oriented Comparing yourself based on competition,
making price points like competitors might
decrease profit to survive in a market
Customer-Oriented Creating the most value, possibly
a decrease in profit to give the customer
the most in a backpack for the best price

16. 16
DISTRIBUTION STRATEGIES
 Direct Distribution
 Suffolk Bookstore/Campus
 Sell online
 Pop up shops
 School events
 Sporting events

17. 17
DISTRIBUTION STRATEGIES
Selective
✩
Exclusive
Intensive

18. 18
Selective
▹ We should be selective when it comes to picking
a place to distribute the Suffolk bookstore gear
because it will give students an idea to when we
open up spots and also go to the students not
the students having to come with us.

19. 19
PROMOTIONAL STRATEGIES

20. PROMOTIONAL STRATEGIES
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Personal
selling + Sales
Promotion +
Direct
Marketing
Direct
Marketing +
Online
Marketing
Advertising +
Sales
Promotion +
Public
Relations
Direct
Marketing
Interactive
Online
Passive
Offline

21. MEDIA

22. MEDIA 22
We believe that the Suffolk Bookstore
should in fact expand it’s online
presence through the use of social
media!
o Establish Instagram and Facebook run by a
current staff member or hire a student social
media intern
o Select role models within the Suffolk community
to act as student ambassadors to promote
Suffolk branded merchandise

23. 23
Measurement of
Marketing Success (KPIs)
 Gross profit should be increased by next year
 Overall revenue should be greater within the next two years
 The brand image will be more familiar and customer service will
continue to be satisfactory
 Market share rank should increase within the next two years

24. CONTROLS (Key Success
Factors)
1.Pay attention to
what the
competitors are
doing & focus on
attaining a
competitive
advantage
2.Focus on
customers wants
& needs to
maximize product
value
3.Keep track of cost
versus profits &
only invest in
what is important
to the targeted
customers in
regards to
advertisements or
developmental
campaigns
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25. THANK YOU!
Any questions?
You can reach us at:
abarboza@su.suffolk.edu
Adeane@su.suffolk.edu
Dvera@su.suffolk.edu
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