Rainbow Marketing Plan Draft – September 2008<br />
The Challenge<br />Aims of developing the strategy; <br />Brief description of product              to be marketed<br />As...
The Situation<br />Where are we?<br />Who are we?<br />What’s the situation?<br />
COMPANY<br />Company resources <br /><ul><li>financial
people
time
skills </li></ul>Objectives <br /><ul><li>mission statement and </li></ul>vision statement <br /><ul><li>corporate objecti...
financial objective
marketing objectives
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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.

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Rainbow Vacuum Cleaner Marketing Plan Draft 2008

  1. 1. Rainbow Marketing Plan Draft – September 2008<br />
  2. 2. The Challenge<br />Aims of developing the strategy; <br />Brief description of product to be marketed<br />Associated goals, such as sales figures and strategic goals<br />Conclusion of the plan<br />
  3. 3. The Situation<br />Where are we?<br />Who are we?<br />What’s the situation?<br />
  4. 4. COMPANY<br />Company resources <br /><ul><li>financial
  5. 5. people
  6. 6. time
  7. 7. skills </li></ul>Objectives <br /><ul><li>mission statement and </li></ul>vision statement <br /><ul><li>corporate objectives
  8. 8. financial objective
  9. 9. marketing objectives
  10. 10. long term objectives
  11. 11. description of the basic </li></ul> business philosophy <br />Corporate culture <br />MACROENVIROMENT<br /><ul><li>Political and legal
  12. 12. Economic
  13. 13. Social and cultural
  14. 14. Technological</li></ul>CONSUMER<br /><ul><li>Nature of the buying decision
  15. 15. Participants
  16. 16. Demographics
  17. 17. Psychographics
  18. 18. Decision process
  19. 19. Buyer motivation and expectations
  20. 20. Loyalty segments </li></ul>MARKET<br /><ul><li>Market definition (characteristics)
  21. 21. Market size
  22. 22. Industry structure and strategic groupings
  23. 23. Competition and market share
  24. 24. Competitors
  25. 25. Market trends
  26. 26. Market segmentation</li></ul>SWOT<br /><ul><li>internal Strengths
  27. 27. internal Weaknesses
  28. 28. external Opportunities
  29. 29. external Threats </li></li></ul><li>The Question<br />Information requirements <br />Research methodology <br />Research results <br />
  30. 30. The Strategy<br />PROMOTION<br /><ul><li>Promotional goals
  31. 31. Promotion mix</li></ul>PRODUCT<br /><ul><li>Product mix
  32. 32. Product strengths and weaknesses
  33. 33. Perceptual mapping
  34. 34. Product life cycle management
  35. 35. Brand name, brand image, and brand equity
  36. 36. B.C.G. Analysis</li></ul>PLACEMENT<br /><ul><li>Geographical coverage
  37. 37. Distribution channels
  38. 38. Motivating the channel
  39. 39. Locations
  40. 40. Logistics</li></ul>PRICE<br /><ul><li>Pricing objectives
  41. 41. Pricing method
  42. 42. Pricing strategy
  43. 43. Discounts and allowances
  44. 44. Price elasticity and customer sensitivity </li></li></ul><li>The Rules<br />Controls & Evaluation<br />Budget Determination<br />Action Plans<br />
  45. 45. The Action<br />Sales&Promotion<br />CRM<br />Public Relations<br />Personal Selling<br />Advertising<br />Direct Marketing<br />Mass Media<br />Alternative <br />Media<br />
  46. 46. The Winner<br />

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