Running head: Assignment 3: Part C: Marketing Plan Assignment 3: Part C: Marketing Plan Assignment 3: Part C: Marketing Plan Name Institutional Affiliation BRANDING, PRICING, AND DISTRIBUTION STRATEGY Branding The brand strategy for Touch-Com LTD would comprise a slogan, logo, and brand extension as well as the name of the company, “Touch-Com ltd” which will be exposed to every target and potential client in the United States of America. That will enable the firm to reach a higher target audience, and in return it will attract more clients from the corporate world. Touch-Com’s logo will have blue, white and orange colors with the blue color representing the integrity of the firm, white representing the transparency and orange representing the company’s commitment to serve its clients with outmost truth. The logo is designed in a manner that the three colors on it equally share the space of the logo, meaning that we are committed to living by our logo. While servicing clients, the principles underlying the logo will be followed to the letter in service with the clients in that the logo will be placed adjacent to the company name. The firm operates with the “all for the best” slogan that is placed below the name and logo of the firm and will mainly be used in commercials. The slogan means that no single firm both big and small will be left out in the great wave of Touch-Com ltd and as such, no one will join thus there will be increased client base and inflows to the firm. The firm shall venture into internet security as a brand extension of the firm’s brand. The name of the extension will be Inveay Touch. The Inveay Touch system will be used in internet security that is it will protect online users from cyber-attacks and malware. The security system will be useful to corporate firm as they will be guaranteed their safety as they transact and transfer information from one server to the next. Distribution Given the fact that distribution in the service industry is a none-issue, all reports will be couriered, e-mailed, mailed directly to customer depending on the terms set out in the contract (Lamb, Hair, &McDaniel, 2009). MARKETING STRATEGY Major Competitors Touch-Come aims at becoming a part of those consulting firms providing Communication, knowledge management and IT under one roof. The company has a Competitive advantage in this area due to the excellent experience of its staff. However, as a new business, it may take time to establish a strong client base and develop a reputation as a small business. That means that the competitors are intra Develop the differentiation strategy in relation to the closest competitor Leader or Follower A look at Touch-Com’s overarching objective of communications in creating, strengthening, or preserving support for the service among key target audiences manifesting itself in positive behavioral outcomes to further the goals and objectives of the company namely a) To offer communication and in ...

1. Running head: Assignment 3: Part C: Marketing Plan
Assignment 3: Part C: Marketing Plan
Assignment 3: Part C: Marketing Plan
Name
Institutional Affiliation
BRANDING, PRICING, AND DISTRIBUTION STRATEGY
Branding
The brand strategy for Touch-Com LTD would comprise a
slogan, logo, and brand extension as well as the name of the
company, “Touch-Com ltd” which will be exposed to every
target and potential client in the United States of America. That
will enable the firm to reach a higher target audience, and in
return it will attract more clients from the corporate world.
Touch-Com’s logo will have blue, white and orange colors with
the blue color representing the integrity of the firm, white
representing the transparency and orange representing the
company’s commitment to serve its clients with outmost truth.
The logo is designed in a manner that the three colors on it
equally share the space of the logo, meaning that we are
committed to living by our logo. While servicing clients, the

2. principles underlying the logo will be followed to the letter in
service with the clients in that the logo will be placed adjacent
to the company name.
The firm operates with the “all for the best” slogan that is
placed below the name and logo of the firm and will mainly be
used in commercials. The slogan means that no single firm both
big and small will be left out in the great wave of Touch-Com
ltd and as such, no one will join thus there will be increased
client base and inflows to the firm. The firm shall venture into
internet security as a brand extension of the firm’s brand. The
name of the extension will be Inveay Touch. The Inveay Touch
system will be used in internet security that is it will protect
online users from cyber-attacks and malware. The security
system will be useful to corporate firm as they will be
guaranteed their safety as they transact and transfer information
from one server to the next.
Distribution
Given the fact that distribution in the service industry is a none-
issue, all reports will be couriered, e-mailed, mailed directly to
customer depending on the terms set out in the contract (Lamb,
Hair, &McDaniel, 2009).
MARKETING STRATEGY
Major Competitors
Touch-Come aims at becoming a part of those consulting firms
providing Communication, knowledge management and IT
under one roof. The company has a Competitive advantage in
this area due to the excellent experience of its staff. However,
as a new business, it may take time to establish a strong client
base and develop a reputation as a small business. That means
that the competitors are intra
Develop the differentiation strategy in relation to the closest
competitor
Leader or Follower
A look at Touch-Com’s overarching objective of
communications in creating, strengthening, or preserving
support for the service among key target audiences manifesting

3. itself in positive behavioral outcomes to further the goals and
objectives of the company namely
a) To offer communication and information management support
for business integration through consultancy, training,
information systems audit and development.
b) To aid firms/organizations in the development of sound
communication, knowledge/information management and IT
policies, strategies and related processes and
c) To offer quality service and development of
knowledge/information/education products is an indicator that
the company is a leader in the service industry.
Macro-Environmental Issues
Political: In its expansion plans, Touch will have to follow
rules and regulation in the host countries in avoiding
antagonizing issues like political instability especially in
developing worlds, legal and regulation constrains, economic
downtown, tax system, currency regulation, and intellectual
property rights among others (Kourdi, 2009).
Economic: The economic conditions in host countries that
impact Touch-Com’s business operations include high inflation
rates higher level of unemployment, higher consumer debt level
and currency devaluation in various markets that negatively
impact the company’s consumer demand for products and
services (Robinson, 1959).
Social: It is critical that Touch-Com operates in international
markets in accordance with the local cultures of the host
countries such as population growth as they affect the demand
for the company’s products and services (Robinson, 1959).
Technological: Touch-Com has to invest heavily in R & D and
technological incentives in order to wade off the stiff
competition in the market.
Environmental: The changes in the climate and environment in
in the service industry markets or towns in which Touch-Com
will be operating would pose a threat to the operations of the
company due to heavy downpour of rain and unexpected natural
disasters thus resulting in delayed transportation or movement

4. of the staff or employees in offering their services to different
people.
Legal: Touch-Com stands to face a myriad of legal challenges
across world markets as a result of perceived interaction with
sensitive sets of information data from clients that would likely
turns out to slow growth rate of the company.
Marketing Research
The marketing research tool that Touch-Com used includes
marketing mix and Porter-five analysis. They are described in
detail below.
a) Marketing mix
Price: In simplifying billing to clients, Touch-Com LTD will
work on various pricing structures depending on the service
provided. However, the prices will be affordable and realistic.
The firm will utilize both online and offline modes of payment.
Considering that it is a consultancy firm, it will charge its rates
per hour.
Place: In the provision of our services, Touch-Com will provide
our services for the convenience of our esteemed clients. We
will increase our accessibility to our customers through our
daytime phone numbers, email, website, Facebook page and
Twitter handle. Touch-Com will have a heavy presence in the
internet as not so many people can be able to reach us at the
geographical location,
Promotion: Touch-Com plans to recruit sales executives to
assist in the development of new markets for the company
through exploring unexplored markets and maintain the present
clients. There will also be the setting up of the social media
platforms including blogs, Facebook, LinkedIn and Twitter
pages that respond to our online clients' queries and need of
information promptly. The company also plans to participate in
the public forums like seminars and workshops.
b). Porter-five analysis
Suppliers
Touch-Com will create a customer relations management link
between her and the customers within through which it will

5. create awareness of services. That will be attained through
placement of posters across the town and its environs as well as
advertising in the local dailies and other media channels about
our service, products and prices.
Customers
At Touch-Com, we will introduce the switching costs as a move
aimed at reducing the ability of customers moving to other
competitors.
Substitute products
Due to the danger of substitute products, the business will
partner with various corporate entities and institutions in
ensuring that the company has a good business rapport and in
the process preventing the partners for going for another
product
New entrants
Touch-Com has invested more in the information technology to
make it more productive through reduction of employee salaries
and wages as well service costs. Due to the economies of scale,
the company has maintained its the volume through low costs
thus satisfies the customer in terms of choice as well as lower
profit margin
Competitor rivalry
Touch-Com will form close linkages with suppliers and
customers in production of competitive forces against rivals as
well as will stick to the low-cost strategy to satisfy the
customer.
IMPLEMENTATION STRATEGY
The strategic plan intends to provide a road map for Touch-Com
to benefit from the corporate entities patronage given the fact
that includes both monetary and non-monetary strategies. That
means that through the plan, Touch-Com will advocate for a
larger comprehensive role for corporates in the company’s
attainment of its aspirations. The plan is also tailored around
the corporate social responsibility business operations that in
turn envision a number of bottom line benefits including more
sales and market share as well as strengthening of the brand

6. positioning. The strategic plan for Touch-Com includes the
SWOT analysis that is critical in the realization of the
implementation of the action plans and programs.
FIVE YEAR EXPANSION PLAN
In the next five years, Touch-Com aspires to provide creative,
innovative, and effective solutions to business consultancy and
technical assistance on Information and Knowledge,
Communication and Information Technology management
services. These are the most critical services the firm is offering
and would tailor and continually appraise and meet the need
expand our services based on industry trends and changing
client needs.
SOCIAL MEDIA
The first social media platform that will be sued by the
company is Facebook as it enhances communication as evident
with the market figures that place it (Facebook) at the forefront
in terms of customers and profits (Westling, 2007). Touch-Com
LTD will use Facebook in a number of ways including as an
advertisement tool the social sites’ popularity among the youth.
In particular Facebook’s share button enables people to share
pictures of products or goods and services available in the
market as well as its section for placing adverts. These two
features will be critical for Touch-Com in that it will be sued
for advertising the company’s services to a larger customer base
(Westling, 2007). Facebook will also be used in selling out the
company’s brand into the target markets so that it is well known
compared to the competitors (Westling, 2007). That is because
of the fact that the site is the fastest and the easiest way to
reach a wider youthful population
The second social media platform that Touch-Com LTD would
make use of is Skype that comprises the use of video calls that
in turn combines the use of the normal social network with the
new aspects of video specifically for face-to-face conversation,
using web camera (Sagna, 2000). It will be specifically used by
the customers who are a distance from the company’s location
and that cannot physically meet the company representatives

7. over some issues or inquiries about the services offered thus
making it possible for deals to be sealed despites the parties
being miles apart (Sagna, 2000). That will reduce the cost of
travelling as well as enhancing business deals for the company.
PERFORMANCE STANDARDS, MONITORY METHODS,
AND FINANCIAL
The two performance standards that the company will use are
Attainable standards /or Expected standards and Ideal standards
or Theoretical standards. The two monitory methods are Core
M&E methods and time-based patterns of change method and
the two financial controls include Budgets and Confidential
information
POTENTIAL PERFORMANCE
With the continued economic and political uncertainty
especially in developing world, the demand for consulting
services will grow as many companies are reluctant to hire
additional employees. More and more work will be contracted
out to outside consultants as companies maintain tight control
over labor costs. This trend is also true in the government sector
which is under increasing pressure to reduce costs by reducing
their employment levels. The demand for small business
training and assistance will grow as these entrepreneurs seek the
assistance they require in order to reduce their risk of business
failure and as such, Touch-Com will address s;; the issues at
hand
IMC
Our company will use both the audio and audiovisual methods
to market its different services across the world markets. I
particular, the company will use appealing advertisements to the
target population so as to help in changing the consumer’s
mannerism and in the process bring about increased number of
customers. Touch-Com will also make use of newspapers and
magazines in reaching out to the market for its services in
consultancy (Pride, & Ferrell, 2011). Also a critical element to
be used is the development of a corporate brochure that would
outline the company’s services and products then distributed at

8. workshops and seminars, associations, to key business leaders,
leading institutions, hotels, and potential clients. Additionally,
Touch-Com will join local business organizations for the
purpose of maintaining contacts in the business cycle and also
staying well-informed about important issues in the local
consultancy businesses. Further, the company has increased its
network through referrals from staff and friends.
Reference
Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2009). Marketing.
Mason, Ohio: South-WesternCengage Learning.
Pride, W. M., & Ferrell, O. C. (2011). Marketing express.
Mason, Oh: South-Western Cengage Learning.
Westling, M. (2007). Expanding the public sphere: the impact of
Facebook on political
communication.Retrivedfromhttp://www.thenewvernacular.
com/projects/facebook_and_political_communication.pdf May
2014
Stetler, B. (2008). “The Face booker who Friended Obama” in
The New York Times. [Online] Available at:
http://www.nytimes.com/2008/07/07/technology/07hughes.html
[10 May 2014].
Barker, R., & Angelopulo, G. (2006). Integrated organizational
communication. Cape Town: Juta Academic.
Bechtle, W., Campos, E., Pomona College (Claremont, Calif.).,
& Pitzer College. (2014). Real talk: A zine about consent at the
5C's & beyond.
Bragg, S. M. (2011). Wiley GAAP 2012: Interpretation and
application of generally accepted accounting principles.
Hoboken, NJ: John Wiley & Sons.

9. Doole, I., & Lowe, R. (2008). International marketing strategy:
Analysis, development and implementation. London: Cengage
Learning.
Kourdi, J. (2009). Business strategy: A guide to taking your
business forward. London, Eng: Economist in association with
Profile Books.
Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2009). Marketing.
Mason, Ohio: South-WesternCengage Learning.
Pride, W. M., & Ferrell, O. C. (2011). Marketing Express.
Mason, Oh: South-Western Cengage Learning.
Ramesh, K. S. (2007). Marketing and branding: The Indian
scenario. New Delhi: Dorling Kindersley (India.
Robinson, E A. G. (1959) The Structure of Competitive
Industry. Chicago: University of Chicago Press.
Perreault, W., Jr., Cannon, J., & McCarthy, J. (2015). Essentials
of marketing: A marketing strategy planning approach (14th
ed.). New York, NY: McGraw-Hill.
Students, please view the "Submit a Clickable Rubric
Assignment" in the Student Center.
Instructors, training on how to grade is within the Instructor
Center.
Assignment 4: Part D: Your Marketing Plan – Video
Presentation
Due Week 10 and worth 200 points
Imagine that you are pitching your hypothetical service-based
company’s marketing plan to the Shark Tank Team for possible
investment. Use a tablet, smartphone, laptop, desktop, or
traditional video recorder to record a three to five (3-5) minute
dynamic video in which you present your full marketing plan
from Assignments 1, 2, and 3.
Note: If you are using a tablet or smartphone you will need to
email the video file to yourself, then save it to a computer in

10. order to upload to Blackboard. You may want to upload your
video to a file sharing service, such as Dropbox, if your email
will not let you send a large video file. Dropbox is accessible
from all smartphones and tablets from the Dropbox app.
Once you are ready to upload your video to Blackboard, view
the Kaltura video tutorial found in your online course shell
(Week 10). Please use the following naming convention in the
popup window for your video once it is finished uploading:
· Title: Your First Name, Your Last Name - Shark Tank
Investment Video Pitch
· Tags: MKT500, Shark Tank
· Description: First Name, Last Name - MKT500 Assignment 4
(Date Uploaded ex. 5-23-2014)
Note: Check with your professor for any additional instructions.
If you do not have access to a video camera or necessary
hardware to complete this assignment, please contact your
professor.
Tips to prepare for your video:
· Create note cards
· Practice in front of a mirror and / or friends
· Review materials thoroughly
· Be persuasive
· Be professional
· Be creative
· Have fun!
Create a two to five (2-5) minute video presentation in which
you:
1. Present the major points of your marketing plan.
2. Project your voice in order to clearly convey your ideas.
3. Present in a professional manner.
4. Use technology (e.g., i.e. audio quality, video quality,
naming conventions) to convey ideas.
5. Use voice inflection and proper grammar.
The specific course learning outcomes associated with this
assignment are:
· Analyze the marketing framework including the concepts of

11. the 5Cs, STP, and 4Ps.
· Develop strategies to assess performance and achieve
marketing goals.
· Create an effective marketing plan.
· Examine the marketing science of customer behavior and
products in the marketing exchange process and create dynamic
strategies for competing.
· Evaluate the basis for market segmentation and approaches to
segmentation.
· Evaluate target customer segments and positioning products
within these segments.
· Develop branding strategies for existing and new products.
· Develop pricing strategies and distribution channels for
products.
· Analyze integrated marketing communications and its
relationship to advertising strategy.
· Evaluate marketing research tools involved in the marketing
process.
· Use technology and information resources to research issues in
marketing management.
Grading for this assignment will be based on answer quality,
logic / organization of the paper, and language and writing
skills, using the following rubric found here.