1. Assignment 3: Part C: Your Marketing Plan Due Week 9 and worth 280 points For this assignment, you will conclude your marketing plan by developing your hypothetical company’s pricing and distribution strategies, and integrated marketing communications plan. Note: You should create and / or make all necessary assumptions needed for the completion of this assignment. Instructions Create the third part of your marketing plan: 1. Describe or list the feedback you received on Part B of Your Marketing Plan. Explain how you will use the feedback to improve your plan. 2. Develop the company’s pricing and distribution strategy. 3. Develop the integrated marketing communications plan most relevant for your product / service and audience. Develop your message strategy. Develop your media strategy. 4. Develop your public relations, sales promotion, and personal selling plan most relevant for your product / service and audience. 5. Develop your online and direct marketing plan most relevant for your product / service and audience. 6. Develop your social responsibility/cause related marketing plan most relevant for your product / service and audience. 7. Use at least three academic resources that address sustainability and monitoring of effective marketing plans and determine the applicability for your hypothetical company. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other websites do not qualify as academic resources.  Your assignment must follow these formatting requirements: . Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions. . Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.  The specific course learning outcomes associated with this assignment are: 2.   Evaluate marketing strategies used to create/communicate customer value. d.   Analyze integrated marketing communications and its relationship to advertising strategy. 3.   Create an effective marketing plan. a.   Develop recommendations based on market analysis and strategy. c.   Develop dynamic strategies for competing. d.   Develop branding strategies for new products or services. e.   Develop pricing strategies and distribution channels for products or services. f.    Develop a fully integrated marketing communications plan for products or services.  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. Running Head: MARKETING PLAN B 1 MARKETING PLAN B 6 Assignment 2: Part B: Your Marketing Plan Chet L. Walker Strayer University Dr. Alex Onukwugha MKT ...

1. 1. Assignment 3: Part C: Your Marketing Plan
Due Week 9 and worth 280 points
For this assignment, you will conclude your marketing plan by
developing your hypothetical company’s pricing and
distribution strategies, and integrated marketing
communications plan.
Note: You should create and / or make all necessary
assumptions needed for the completion of this assignment.
Instructions
Create the third part of your marketing plan:
1. Describe or list the feedback you received on Part B of Your
Marketing Plan. Explain how you will use the feedback to
improve your plan.
2. Develop the company’s pricing and distribution strategy.
3. Develop the integrated marketing communications plan most
relevant for your product / service and audience. Develop your
message strategy. Develop your media strategy.
4. Develop your public relations, sales promotion, and personal
selling plan most relevant for your product / service and
audience.
5. Develop your online and direct marketing plan most relevant
for your product / service and audience.
6. Develop your social responsibility/cause related marketing
plan most relevant for your product / service and audience.
7. Use at least three academic resources that address
sustainability and monitoring of effective marketing plans and
determine the applicability for your hypothetical company.
These resources should be industry specific and relate to your
chosen product / service.
Note: Wikipedia and other websites do not qualify as academic
resources.
Your assignment must follow these formatting requirements:
. Be typed, double spaced, using Times New Roman font (size

2. 12), with one-inch margins on all sides; citations and references
must follow APA or school-specific format. Check with your
professor for any additional instructions.
. Include a cover page containing the title of the assignment, the
student’s name, the professor’s name, the course title, and the
date. The cover page and the reference page are not included in
the required assignment page length.
The specific course learning outcomes associated with this
assignment are:
2. Evaluate marketing strategies used to create/communicate
customer value.
d. Analyze integrated marketing communications and its
relationship to advertising strategy.
3. Create an effective marketing plan.
a. Develop recommendations based on market analysis and
strategy.
c. Develop dynamic strategies for competing.
d. Develop branding strategies for new products or services.
e. Develop pricing strategies and distribution channels for
products or services.
f. Develop a fully integrated marketing communications plan
for products or services.
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.
Running Head: MARKETING PLAN B
1
MARKETING PLAN B

3. 6
Assignment 2: Part B: Your Marketing Plan
Chet L. Walker
Strayer University
Dr. Alex Onukwugha
MKT 500 – Marketing Management
13 November 2019
Introduction
Branding strategies helps a business to add value to the
company and build brand equity. When a company integrates
branding strategy with cross-channel marketing, it grows and
reaches its target audience. Through brand strategy and cross-
channel marketing, a company reaches its target customers that
help to build product value from the customers’ perspective.
Branding strategy varies depending on the market campaigns,
budgets, and target audience. Companies can employ multiple
strategies to ensure successful campaigns and reach a broader
market. A brand goes beyond the company’s name or logo and
includes what people say about the business, products, or
services. It is the perception that customers have towards the
business and how they define the market. With the ever-
changing customer environment, branding is rapidly evolving.
Aspects such as social media, millennial age, and leadership are
influencing how companies think about branding and how they
engage with audiences.

4. Brand Strategy
In the modern world, customers show their relationships with
brands based on shared values. Companies and businesses need
to choose the branding strategies design to influence people to
stop and pay attention. In my market, Creative Cuts and Styles
focuses on enhancing haircuts and style experiences for every
man who seeks our services to fit his personal needs (Glanfield,
2018). Customers visit barbershops with different individual
needs. Some want a professional cut that is acceptable in the
workplace, while others need a customized cut that fits their
fashion and style for a specific event. Employees in the
business have the training and motivation to provide services
that prove creativity and fits customer needs. Especially for
Millennial customers, employees should be willing and can
produce their best innovation to design styles and cuts that fit
this segment of customers. The name of the company shows
that our business offers creative hairstyles and unique, organic
care for aftershave services.
Furthermore, slogan, company’s logo, and color palette play an
essential role in branding. These elements help to convey the
image of the company, the messages on the company website,
and employees’ relationships with customers. The slogan of
Creative Cuts and Styles is “customers have excitement,
youthful and bold experience from creative and trusted
employees.” The primary purpose of the business is to ensure
customers receive their customized air cuts to fit their personal
needs and go home happy and feeling energized (Glanfield,
2018). The slogan is emphasized by the company’s logo
showing the aspect of excitement and boldness covered on both
sides by trustworthy and dependable employees. The
company’s name, logo, and slogan will influence customers to
stop and pay attention to our business. New customers would
like to experience the excitement that creativity and trusted
employees offer. As a result, customers will want to revisit the

5. barbershop for customized haircuts that fit their personal needs.
According to Birren (2016), color plays a crucial role in
capturing the attention of customers. Colors affect decision
making on the items or services customers want to buy. This
concept refers to color psychology, the study on how colors
relate to human behavior. Our logo has a blue color on the top
and the bottom as well as red color in between. According to
color psychology, blue means customers have peace, trust,
stability, and harmony with our brand. Blue can also show
professionalism and confidence in the brand. Red, on the other
hand, represents passion, youthfulness, boldness, and
excitement. This means customers will have the enthusiasm and
youthful experience from passionate employees. The colors
integrated into the logo can influence a customer to stop and
pay attention to the services offered in the shop (Birren, 2016).
Lastly, Creative Cuts and Styles will introduce dread styles.
This is because of the rising demand for dreadlocks styles
among the millennial customers and the trend in the men’s hair
care industry.
Market Analysis
Creative Cuts and Styles will target millennials as the primary
market and professional customers as a secondary market. The
primary market includes customers between the age of 16 and
25, mostly men. This segment will consider both white
Americans and people of color. Most of these customers are in
high school and college levels of study hence easily accessible
in universities and high schools around the Houston area.
Millennials consider the style and changing according to trends
as vital factors to influence their making decisions. Therefore,
this market will require innovation and creativity as well as
training employees to meet their needs. The secondary market
will involve most of the working customers who seek to look
clean and professional as they go to their workplaces. Mostly,

6. this segment does not consider trends or complicated styles.
Most of these customers will have a specific hairstyle or cut
customized for them anytime they visit the shop. For this
segment, we will concentrate on the people who work around
the Houston area and online customers who visit the shop for
customized styles.
Position Statement
The position statement describes how a business is different
from competitors, how customers may benefit from the services
or products, and how these benefits are marketed to the target
market. Creative Cuts and Styles is a unique business that
offers different services as compared to other competitors
(Kladou et al., 2016). The business target new customer
segments and provides differentiated prices to our customers.
The business has a website that allows customers to choose
different hairstyles and cuts as well as booking platforms to
enable customers to secure appointments for specialized and
customized services. Our position statement is as follows. “For
professionals who seek customized hairstyles and cuts as well
as millennials who seek to move with the trend, Creative Cuts
and Styles provides professional services and organic care for
aftershave services. Creative Cuts and Styles provides
customized services that fit your personal needs at an affordable
price, with a variety of hairstyles to select your preferred
style.”
Customer Behavior
Creative Cuts and Styles target customers who consider unique
lifestyles and changing with the trends in the market.
Customers in this segment have a taste for a stylish, fresh, and
unique look when they go out to meet their peers in school,
games, or parties. The other target customer segment is the
working population. This group includes people who recognize

7. professionalism as a core for their operation. Employed
individuals believe in neatness and presentable glooming that
influence their colleagues at work to respect them.
Professionalism also helps them to influence clients and look
formal in the activities they undertake. Our position statement
is relevant for the target customer because it ensures
professionalism and creativity in the services offered. The
working population is assured of professional services that will
leave them neatly groomed. The millennials, on the other hand,
are assured of getting haircuts and styles as per their needs.
The logo and slogan sum it up with the assurance of quality
experience full of excitement and youthfulness from competent,
passionate, trustworthy, and professional barbers. Lastly, brand
extension promises the millennial who would wish to seek
dreadlock care to attend the shop for professional and
customized services.
References
Birren, F. (2016). Color psychology and color therapy; a factual
study of the influence of color on human life. Pickle Partners
Publishing.
Glanfield, K. (2018). Brand Transformation: Transforming Firm
Performance by Disruptive, Pragmatic and Achievable Brand
Strategy. Routledge.
Kladou, S., Kavaratzis, M., Rigopoulou, I., & Salonika, E.
(2016). Journal of Destination Marketing & Management.
Running Head: MARKETING PLAN

8. 1
MARKETING PLAN
10
Assignment 1: Your Marketing Plan
Chet L. Walker
Strayer University
Dr. Alexander Onukwugha
MKT 500 – Marketing Management
Marketing Plan
Hair salons, female beauty parlor, and feminine beauty supply
have dominated the beauty supply industry for years. Today,
the industry has noted a higher demand for men's hair and
beauty products. Because of the rapidly increasing demand for
men's hair and skin products, there is rapid growth in the barber
salon industry. Earlier, men could go for hair care needs in
places like Supercuts or go to their wife's salon to overpay for a
haircut that is not different from what they can get at the
Supercuts. Men have changed their perspective that masculinity
is diminished by the way they take care of their hair and skin.
Barber shops are booming across the United States with more
than 147,406 shops. The business is expected to grow
significantly, with men being considered the niche for the entire
beauty industry. An increase in population for younger
generations as well as green and organic movements are the

9. factors helping to revitalize the barber industry.
The business plan will cover a barber shop business. There is
potential growth in the barber industry across the U.S. More so,
there are different trends in the industry that can help
differentiate competitors from one another. My business will be
situated in a high traffic area in New York City between 4th
Avenue and 5th Avenue. The company will offer services such
as haircuts and shave, brow and ear waxing, beard and mustache
trim, straight razor shave, and a buzz cut. Creative Cuts and
Styles will be my business name, offering the best and
customized cuts in the town. With an increase in the number of
haircuts and styles available in social media, customers will get
haircuts and shaves tailored to their best choice. In the market
plan, I will develop the company's mission statement, state the
goals of the business and conduct environmental, SWOT, and
need analysis for a barbershop business.
Mission Statement
A mission statement is essential to define what the business
does to its customers, employees, and owners. Developing a
mission statement allows a company to establish its goals,
culture, ethics, and norms for decision-making. A mission
statement helps employees to remember the purpose of the
business when conducting their daily activities. Creative Cuts
and Styles' goal is to offer customers innovative and customized
hairstyles that fit customer's needs. Creativity will be a critical
aspect of the business. More so, the company will design new
hairstyles that are cool and appropriate, especially for young
generation customers. The mission statement for Creative Cuts
and Style will be as follows, "Creative Cuts and Styles is
focused on advancing haircuts and styles experience for every
man's hair grooming to fit personal needs. Our barbers are
committed to customizing your hair grooming to fit your choice
of style and cuts and finish it with fresh organic care for

10. aftershave services.
Main Goals for the Business
Goals and objectives determine the purpose of a business.
Business grows by making short-and long-term goals. The
short-term goals are the steps suitable to attain long-term goals.
Goals can relate to areas such as advertising and revenue. In
my business, I have several goals that I would design to ensure
success and growth. Among the primary short-term goals that I
would like to achieve is to contract an advertising consultant for
the next three months to help understand and capitalize on my
customers' trends of buying. The advertising consultant will
help in understanding the market and the best methods to
advertise the business. Also, I will require to learn my
competitors in the first two months and brainstorm on how to
offer differentiated products. Understanding primary
competitors will help design a new marketing program and
campaign, highlighting the unique nature of my services.
Secondly, I will develop a customer research process about their
feedback about the services such as incentives and
questionnaires (Le, 2018). For positive feedback, I will utilize
offering services at discounted prices on customers who take the
time to give their input.
Furthermore, I would develop an employee's award system
within the first year to ensure continuous creative input. I will
also conduct short training sessions to help employees create
exclusive skills and enhance creativity. More so, I will provide
all the necessary equipment are available and in good condition
for employees to have a conducive and friendly environment to
perform their duties. To inform the community about the
business, I will partner with three high-profile charity events
within the area within the first year. Lastly, I will find other
media of advertising my company, such as billboards,
sponsoring college games, and recreational activities as well as

11. parties and concerts. Short-term goals are made to support
long-term objectives and contribute to successful business
growth.
Short-term goals are suitable to sustain the momentum of long-
term objectives. For the sustainability and continuous growth
of my business, I will set various goals. Firstly, I will have a
fully equipped shop with adequate employees. Besides, I will
have to implement mobile barbering to increase my market
reach capability (Houman et al., 2019). The current generation
values convenience on how services in terms of accessibility to
services. More so, I will ensure I have achieved 80% positive
customer feedback. It will be my goal to have acquired five
competent and skilled fulltime barbers with quality barbering
skills. Besides, I will ensure the Creative Cuts and Styles can
sponsor one charity program in a year and organize one college
event and games in different colleges every year. In addition, I
would ensure the business has developed a website and
increased website traffic by 50 percent. Lastly, I will work
towards achieving three times revenue by the end of the fifth
year and be in a position to open a new shop in Houston.
Environmental Analysis
The market keeps on changing every day with new things being
developed. The environment that surrounds it also affects
businesses as well as the situational factors that the company
finds itself in. Therefore, companies should be on the lookout
to analyze the environment within which it operates. The
barber industry is affected by different environmental factors
such as competition, technology, legal requirements, political
factors, economic, and socio-cultural forces.
Competitors
Firstly, many competitors are influencing how barber business

12. is conducted in Houston City. For example, The Argyle League
in Houston is a crucial competitor for my business. The Argyle
League has been in the market for a long time; hence, it has
attained a better share in the market. According to the research
I have conducted, the salon décor offers a fine selection of good
whiskey free to the customer. This is a unique marketing
strategy for the company that helps it to attain a competitive
advantage. More so, the services offered at Argyle League are
almost the same as what my business will offer. However, the
market is broad and allows my business to provide services to a
large population base for professional customers and the
younger generation. Besides, Creative Cuts and Styles offers
customized services to customers. Customers will have their
cuts and shave according to their style of choice. My barbers
will develop new haircuts and techniques that are unique in the
market, hence acquiring a competitive advantage. Lastly, with
the innovation creativity of our services offered at friendly
prices, more male customers and the young generation will
choose to visit my business for quality services.
Technology
Technology is essential in today's businesses, and customers
prefer companies with advanced technology equipment.
Creative Cuts and Styles will sell high-quality products with the
latest development in the barbershop industry. The computer
systems in the business will incorporate the latest and most
advanced software and hardware to manage database, email
capabilities, historical data, market research and development,
transaction history, accounts receivable, and payroll (Le, 2018).
A back system will be performed on a daily basis to monitor and
evaluate operations in the business. More so, frequent clients
will be emailed about new products and new haircuts that fit
their needs. Clients will also be able to book an appointment in
advance. Lastly, Creative Cuts and Styles will incorporate
wireless networks such as Wi-Fi connection within the business

13. facility. This technology will provide services to customers
who need access to the internet while waiting to be served or
receiving activities in the facility.
Economic Factors
Population growth is increasing in Houston and the high traffic
flow of customers. Houston is the home of a thriving business
economy in areas such as medical research, health care, medical
research, and professional services. There is also a high flow of
younger generations studying in the area. The city is friendly
and attractive to entrepreneurs. Considering these factors, the
city is rapidly growing economically. Therefore, there is a
ready market for my business and a chance of developing due to
the increasing demand. Increased number of younger
generations in the community who will be among the primary
customers for the business. The number of the younger age is
expected to grow rapidly over the years hence ensuring the
sustainability of the company. As noted above, there increased
the number of professional workers in the area provides a
potential market for my business. My business focuses mostly
on professional males and the young generation population.
Political and Legal Factors
The safety of the products that customers use is an essential
topic in the United States. In the barber industry, the issue is
necessary because the product is designed for skin-to-skin
conduct. The federal government has set several regulations
through FDA to ensure businesses comply with the Personal
Care Product Safety Act to ensure all products are safe (Hall &
Pokharel, 2016). All products sold or used in the beauty and
barber industry are required to comply with legislative and legal
requirements. FDA examines all products entering the country
from foreign countries to ensure they meet legal and political
requirement standards. The agency is committed to providing

14. cosmetic shops; barber shops and beauty salons products
comply with standards required by the federal government.
Socio-cultural Factors
Men have a cultural belief that beauty and making hair
diminishes masculinity. This perspective is a contributing
factor in the buying behavior of men, which are our primary
customers. The view of men not supposed to be concerned
about skin and hair care will limit my customers from trying
new hair care products as well as modern styles (Barber, 2016).
Through advertising campaign and promotional programs as
well as social media to create awareness for men to change that
perspective. However, that mentality is changing, especially
among the younger generation, who recognize the need to look
neat and stylish (Houman et al., 2019).
. Besides, celebrities and social media are exposing younger
men to new styles, which they want to try for them to look fresh
and classic. Beards are also experiencing a renaissance,
modifying men's thinking about keeping up appearances.
SWOT Analysis
With the current age of social media, hipster, and selfies
culture, men have begun to care about their appearance.
Modern society, people are judged by how they look, dress, and
carry their selves. Grooming is an essential factor to be
considered when hiring employees. Proper grooming helps
people making more money than less appealing people do. The
current beards trend has impacted the masculinity and is the
contributing factor to the increasing number of barber shops
(Houman et al., 2019).
There are various strengths favoring barbershop businesses as
well as the whole beauty industry. Firstly, the company is

15. targeted only towards men and can be designed to meet men's
needs. In areas where only men are found, they feel
comfortable, and they can spend more in a male-friendly
environment. Secondly, in my business, I will have highly
skilled staff who will offer quality and good haircuts. I will
ensure all my employees have competent skills that exceed the
capabilities of cosmetologists working in a unisex salon trained
mainly to focus mostly on women's style. The location of my
business has a high population due to the presence of
professional workplaces and medical care centers, as well as
education centers. Men can get their haircuts even on work
breaks and enable the business to attract new customers.
Weaknesses of the business include the high prices that I will
charge compared to other regular Supercuts barbershops.
However, this will depend on whether my business attracts only
single men who have no financial constraints or family men who
have other responsibilities to cater for. The income of my
business will depend on the number of customers working in the
shop and the number of customers attending the shop. The
number of barbers and clients need to be high to cover expenses
that I incurred investing and still make profits. Lack of
professional and customer-centric approach to the client will be
a weakness at the start of the business. Employees will take
time before learning the art of dealing with customers.
The business will utilize opportunities such as introducing Uber
barbering to the market. This is a new business strategy, mostly
practiced in Europe. More so, with the increased use of social
media, I will be able to advertise new haircuts and styles as well
as new products to customers (Nisar et al., 2016). The current
customers will also help promote the business to new customers
through social media, expanding the market share. The
changing trends in the barbershop industry provide
opportunities for growth (Barber, 2016). On the other hand, the
business faces a threat of stiff competition from regular salons

16. in the market. They have dominated the market for a long time;
hence, it might be hard to penetrate the market. Lastly, there is
a threat of dreadlocks trend in the market where some men
prefer to keep their hair long and attend unisex salons or beauty
salons for retouch and waxing.
References
Nisar, N., Sattar, M. M., Memon, U., & Raza, A. (2016). New
Wella Salon: Exploring Growth Opportunities (A). Case Studies
in Business and Management, 3(2), 112-121.
Houman, J. J., Eleswarapu, S. V., & Mills, J. N. (2019). Current
and future trends in men’s health clinics. Translational
Andrology and Urology.
Le, P. P. (2018). Business plan for a barbershop and
hairdressing salon in Lappeenranta.
Hall, J. C., & Pokharel, S. B. (2016). Barber licensure and the
supply of barber shops: evidence from US States. Cato J., 36,
647.
Barber, K. (2016). Styling masculinity: Gender, class, and
inequality in the men's grooming industry. Rutgers University
Press.