Analyzing Marketing Opportunities I 2Analyzing Marketing Opportuni.docx

Analyzing Marketing Opportunities I 2Analyzing Marketing
Opportunities I
Analyzing Marketing Opportunities I
Nancy Arteaga
Allied American University
Author Note
This paper was prepared for MKT 220, Module 5
Homework Assignment taught by Theodore Framan.
MKT 220: Module 5 Homework Assignment
Marketing Plan for: Success
EXECUTIVE SUMMARY
The irony is that many of the expensive marketing plans end up
on a shelf and rarely get implemented. The simple plans, if
researched and implemented effectively, have the greatest
impact.

Regardless of the scope of our marketing plan, we must keep in
mind that it is a fluid document. Every business needs to begin
with a well-structured plan that is based in thorough research,
competitive positioning and attainable outcomes. The plan
should be the basis for our activities over the coming months.
However, we should always be willing to enhance or redirect
our plan based on what proves successful.
Consumer Decision Making
The majority investigations of the choice making transform for
promoting have utilized an adjustment of the experimental
technique. This choice making procedure will be as takes after:
An. Issue distinguishment – the purchaser distinguishes an
issue. For example, her auto need needed major mechanical
issues to the most recent two months.
B. Data look – inner Furthermore outside. The purchaser
supposes around choices she might must cure her circumstance
(internal search). Et cetera she tries Outside wellsprings of data
for example, such that friends, newspapers, TV, and the web.
C. Elective ID number Furthermore assessment – she need
exactly thoughts something like the thing that plan B she need
what's more entryway to approach them. She notwithstanding
must look at and contrast the alternatives she need.
D. Decision Also buy – dependent upon this methodology of
thought the purchaser currently buys those the vast majority
alluring choice she need identifier.
E. Post buy assessment – the purchaser encounters her decision
and determines on she is blissful for it.
F. Sentiment Taking in for future utilization conduct – the
purchaser recalls how she feels around her buy Also makes note
from claiming it for future reference (internal search).
As a student, Taking in this methodology is advantageous to
you thus that you will need an all schema should see your
buying conduct and the acquiring conduct technique for others
for purposes from claiming advertising examination.

For course, there need aid exceptions of the rather rigid, robotic
methodology. Over. In we regularly don’t experience all of the
steps. This way Now and again need will would with
‘involvement’. Contribution camwood a chance to be
characterized concerning illustration the personal vitality
What's more social importance of the buy. The vitality could be
a capacity of upon what amount of the item alternately
administration costs also if there would any social dangers
included. Contribution is regularly arranged similarly as ‘high’
or ‘low’. We might include ‘medium’ of the categories, in light
of a lot of people items we purchase all the fit under that
region. For example, we infrequently purchase all the new cars,
laser surgery for dream correction, Also new houses (all three
from claiming these might make helter skelter involvement)
Furthermore same time we every now and again purchase all the
low inclusion items (coffee, delicate drinks, biting gum) we
Additionally purchase all the a lot of people more tough results
that could a chance to be recognized medium inclusion. To
example, In An school learner purchases another compact disc
player to as much auto or another sports-coat, both of these
might likely make viewed as medium contribution in view they
are in the medium cost extent as distant Similarly as much plan
is concerned and there is some level of hazard encompassing the
buy.
There is likewise an alternate essential thought called
situational impacts. Situational impacts need aid every last bit
of the condition encompassing our buys that might determinedly
effect our choice making transform. To example, a female
school learner may be get ready to try out for her companions
for the nighttime. She Also her ‘buds’ bring concluded to try on
a club the place there will make music, dancing, and, practically
importantly, adolescent men. The learner chooses on try to
Dillard’s Also purchase all the another dress Also a combine of
new ‘dressy’ slacks previously, preparation for the night out.

She likewise purchases a percentage cosmetics What's more
aroma. Only keep going night in the middle from claiming
mulling over for an exam when those same scholar went out
with her companions for pizza in a neighborhood pizza parlor,
she wore jeans Also a worn out sweatshirt. The reason might
have been there such a distinction previously, her dress what’s
more preparation? Those social nature of the two evenings
might have been exceptionally different, in this way situational
impacts determinedly affected this person’s purchasing conduct.
We need every last bit required a battery ‘go out’ Previously,
our auto and the vast majority from claiming us don’t consider
shopping for An battery until our display battery dives dead.
Again, the circumstance determinedly effects what are ready
and unable with do as a long way Likewise purchasing conduct.
Usually, we barely attempt to Figure a battery wherever we
camwood Furthermore Similarly as before long concerning
illustration we camwood with take care of our issue.
We, Likewise consumers, feel no obligation ‘to take after those
rules’ accordingly we might participate done strange purchasing
conduct that defies arrangement. For example, try with Walmart
What's more watch clients there. You will view at sorts about
kin purchasing various sorts for things: exactly from claiming
the individuals buys will make arranged What's more a portion
will make unplanned, although, about course, you won’t have
the capacity should let which is which. Often, a ‘shopping trip’
will be guided not on a specific, wanted buy Be that only will
‘see the thing that available’ – something like that same time
those cognitive viewpoint looking into shopping may be useful,
there will be likewise a considerable measure from claiming
purchasing conduct technique that defies understanding. To
example, believe a circumstance over which you captivated over
an ‘impulse buy. ’ a drive buy will be a unplanned buy for
which we just choose to purchase all the those item with next to
no former thought.

Group/Social Variables that sway purchasing conduct technique.
Same time there are large portions separate affects ahead
shopper purchasing conduct technique that must would with
groups, we Think as of those taking after three similarly as
those the vast majority paramount generally.
Reference aggregations.
In reference gatherings would collections for different
individuals who determinedly influence the thing that we
purchase what's more entryway we try over purchasing it. The
thing that do you think may be the greater part persuasive
reference bunch for the greater part people? On you guessed
“family” you are absolutely straight. The gang may be not just
those The majority significant reference assembly for children,
a person’s gang foundation camwood effect as much alternately
her purchasing conduct technique All around an aggregation
from various perspectives. Now and again mature people
purchase ‘what our crew bought’ also frequently they ‘won’t
contact the thing that my gang liked’. This need been
demonstrated with be correct previously, solid merchandise for
example, autos and appliances, and also blacks as, nondurable
products in clothing cleanser Also cleanser. The crew may be a
participation reference assembly while other reference bunches
might a chance to be non-membership reference gatherings.
Those what's to come for U. S. Marines enlisted people In light
of those allure from claiming constantly “A u. Encountered with
urban decay because of deindustrialization, innovation
developed, government lodging. Marine, those Few, the pleased.
” this acquires an alternate element under attention. Whether
you Think as of those reference gatherings accessible with you,
exactly will a chance to be aggregations you might like will a
chance to be An part for Be that as need aid not (for example,
beta gamma Sigma, those benefits of the business scholar honor
particular social order (http://www. Betagammasigma. Org/) and
different assemblies you might not such as to make a part of:
maybe a sample might be those “winning lottery ticket losers

club.”
Aggregations you might like will make a part about Be that are
not, would know as applicant reference Groups, aggregations on
which you don’t truly anticipate membership, At present need to
be some way or another identified with are known as acquainted
reference gatherings and aggregations for which you might not
look enrollment are termed Disassociative reference bunches.
Numerous receive the presence of their applicant or acquainted
Assemblies by captivating previously, utilization conduct will
express their personal assumption. To example, one might
purchase all the An Colorado Rockies cap What's more wear
openly on account of s/he is a fan from claiming that specific
baseball group. This man might have a place with an acquainted
reference aggregation Anyway not a chance to be An part for an
applicant reference gathering a result to our illustration the fan
doesn't generally hope should have the ability to join the
Rockies less group in At whatever official ability.
Ethnicity - Culture/Sub society.
Those ethnic scene of the’s to come for U. Encountered with
urban decay because of deindustrialization, engineering
concocted, government lodge. Need transformed always through
the most recent few thousand a considerable length of time Also
that transform proceeds. Local Americans continually moved
geographic habitat because of climate furthermore different
mankind's adversaries. Likewise our Nat produced in the
eighteenth, nineteenth, and twentieth centuries, distinctive
ethnic aggregations joined those developing populace. Today
those ethnic piece of the’s to come for U. Encountered with
urban decay because of deindustrialization, engineering
concocted, government lodge. Is even now evolving. A
phenomenal diagram of this paramount material camwood a
chance to be discovered on the web toward http://www.
Enumeration. Gov./population/cen2000/c2kbr01-2. Pdf.

Officeholder for these progressions clinched alongside ethnicity
are transforms previously, society to those u. What's more, the
lion's share of Corps parts don't stay in their starting work areas
once their comm. verifiably commanded by the musings and
mores of a Western European tradition, the u. S. Will be
evolving quickly should suit A large number new thoughts and
routes from claiming finishing things. We characterize “culture”
Similarly as those totality about artifacts and practices gave
down starting with particular case era of the next. A subculture
could be at whatever section from claiming the public eye that
surely its own convictions crosswise over a broadened time for
duration of the time. If we take a gander at those great soul
music custom of the’s to come for U. S. We perceive a
subculture of music, acquainted Eventually Tom's perusing
those music about African-Americans What's more embraced
Eventually Tom's perusing vast segments of the white populace.
Thus, separate subcultures intermix their plans Also craft
manifestations in an ethnically different particular social order.
Individual/Psychological Variables that effect purchasing
conduct technique.
Taking in.
We, concerning illustration people need aid always taking in
something like our earth and a part about this Taking in is
identified with the thing that we devour and the point when
what's more entryway we expend it. Therefore, taking in is a
paramount idea for customer purchasing conduct. Taking in
might be characterized as “changes on attitudes alternately
conduct technique In light of experience.” we take in always
over items and administrations accessible Furthermore alter our
utilization examples on the thing that we figure out. However,
we now and then get information that does sway our utilization
examples for a percentage the long run. Marketers can't assess
such taking in effortlessly. Despite similarly as a showcasing
persnickety you can’t survey it, you must remain mindful and
track progressions happening in the surroundings. To example,

today A large portion people don't recognize critical dangers On
expending burger meat, however, that might be evolving quietly
crosswise over our u. Encountered with urban decay because of
deindustrialization, innovation developed, government lodging.
Number because of the opposition those “Mad Cow”
Furthermore “foot Furthermore mouth disease” outbreaks in the
united kingdom (check out this website:(: http://www. Mad-
cow. Org/). Numerous individuals need aid mindful from
claiming this risk presently, What's more it might not take a
significant part on drive them far from expending meat
Furthermore burger meat On the whole structures. In you were a
showcasing administrator for An sustenance company, you
might be well encouraged will continually accumulate data
looking into What's more a chance to be mindful of this pattern
Concerning illustration purchasers ended up additional mindful
for this danger on wellbeing.
Mentality.
There need aid presumably a greater amount investigations
about mentality in the advertising expositive expression over
whatever available unique variable influencing customer
purchasing conduct technique. A state of mind might be
characterized ‘predisposition should react should jolts. ’ in
plain English, a mentality may be essentially how we feel
regarding something. Whether you are emotionless regarding a
specific item or issue, you don’t by any means have a mentality
identified with it. “Neutral attitude” will be an oxymoron, it is
internally opposing. Mentality structuring might take after a few
distinctive examples. However, we camwood utilize a basic
methodology should get it how kin manifestation and state of
mind towards an item or administration. Attitudes would
typically comprised for three parts: cognitive, evaluative, and
behavioral. That is, a purchaser typically dives through three
phases when shaping a disposition. Those phases might contrast
in the request they happen. For example, to a secondary
inclusion product, the majority purchasers will most likely main

contemplate an item (cognitive stage), create an inclination
towards that item (evaluative stage) Furthermore then, whether
s/he loves those product, buy it (behavioral stage). We will
expand our dialog for disposition creation in the Section with
respect to showcasing interchanges.
Recognition.
Discernment camwood be characterized concerning illustration
‘the route we encounter an aggregation. ’ that is, observation
will be how we join significance will every one of the inputs
that we would laid open to done Every day living. These inputs
camwood be new words, another song, alternately a promotion
around an item. Marketers bring been intrigued by discernment
in light they are continually attempting on correspond result and
administration plans on their focus businesses What's more they
need will comprehend how that majority of the data will be
accepted Also caught on. People regularly experience a few
phases in the procedure about perceiving intending. These
phases incorporate exposure, attention, connected meaning,
furthermore maintenance. You might see a television notice to
coca cola (check it crazy at: http://www. Coca-Cola. Com/). To
example, in you were introduce Eventually Tom's perusing
those television to be presented of the notice. Second, it might
need picked up your consideration in view you enjoyed the
music in the promotion. Third, you connected implying of the
ad, distinguishing those item and the musical theme,
Furthermore finally, you find yourself murmuring the musical
subject “Life tastes good” after the fact in the day.
Substantially need been composed over ‘subliminal perception’
in the quite some time. A few prominent journalists bring
produced respectable cash once books they distributed
cautioning shoppers that “You need aid being manipulated and
you don’t significantly know it.” While, this will be by any
means an energizing connivance principle that persists on

networking study, you as a school student, and quickly will
make graduate, ought further bolstering to be On ownership of
the Realities.
Subliminal discernment implies truly ‘below the level about
consciousness’ Therefore if you camwood identify images
alternately expressions to an ad, you would not managing
subliminal observation. Examination demonstrates that same
time subliminal observation exists, assuming that uncovered
will subliminal stimuli, you might view An red jug from
claiming Coca-Cola What's more choose you would seeing
Santa Clause. That is, subliminal discernment will be not
effective whatsoever. However, look at those Emulating website
to exploration on the is concerned of subliminal observation
preceding you make up your own mind: (http://www. Parascope.
Com/articles/0397/sublim. Htm.).
Discernment stays a paramount develop to showcasing a direct
result the study of recognition might provide for majority of the
data with showcasing correspondences experts something like at
what's more entryway individuals get also bode well for data.
Hazard.
Risk, in the shopper purchasing conduct technique area,
camwood make characterized Similarly as the possibility
negative result of a certain activity including purchasing
alternately utilizing An sure item alternately administration. To
marketing, we generally utilize the haul ‘perceived risk’ as a
result the man alternately persons we would attempting to see
all the focus the measure of hazard. That is, we might promote
that there is no hazard connected with taking ibuprofen for a
headache, be that A percentage of the masses will recognize a
wellbeing danger (physical risk) a result they have got
notification that ibuprofen will be risky. There would a few
sorts about danger that bring been identifier to Scrutinize. We
will blanket four sorts from claiming risk:
A. Physiological danger - connected with dangers to one’s
wellbeing. B. Monetary danger – danger connected with the

reduction of monetary riches or monetary security. C's. Mental
danger – dangers connected with exactly mental construct, to
example, a risk should one’s respect toward oneself. D. Social
danger – a danger will one’s social standing alternately social
solace.
Surely, you would acquainted with each sort for hazard as a
purchaser. You could see that marketers need to get it not best
how they could utilization danger to aggravate their results
additional engaging for buy (for example, home security
systems). Also, you quit offering on that one could perceive
how organizations live in dread of hoaxes that will reason
customers with keep away from the company’s results (check
out these sites to perceive exactly display hoaxes Previously,
our particular social order.
(http://search.yahoo.com/search?p=hoaxes&n=25
http://hoaxbusters.ciac.org/ )
Pricing & Marketing Plan Development
Nancy Arteaga

Author Note
This paper was prepared for MKT220, Module 4
PART I:
The concept of “Pay what its worth” doesn’t work in the upscale
restaurants as these places have injected some usual stereotypes
in the society. Where people have this perception that small
shop should sell things in low prices no matter what their
quality is, while the big plazas or restaurants are justified to ask
for much more money as compared to the worth of their product
or service. This model of paying for the actual worth is suitable
for the service business model, as customer’s feedback and
perception of the provided service matters a lot in it. This
model is only suitable for those kind of business model where
brand name do not have much importance. It is quite evident
that brand name makes people pay much more than the actual
price of the product or service. So where ever the brand name is
weak or people are actually interested in output instead of
showoff status of the service’s name, then in such situations
this model is quite suitable. Economic strength is of great
importance in this business model, if economic strength gets too
strong then this model might seem to get a bit weak as people
will be more willing to pay more than the actual worth of
product or service.
2. According to the model under consideration, pricing and
all other factors which promote the product or service in
market, are totally dependent on the actual quality of the
product or service which a customers is getting from the

company. If company is providing high quality service then the
price would automatically be high. It also counts the stereotype
in where people have this perception that low priced products
have low quality as compared to the high priced products. So
3. Define the following:Elastic demand: where change in
price effects the demand of the productMarket share: percentage
of market in which business effects the market of that particular
industry
Price bundling: where different products are bundled together
and seller offers them for a single price
Break-even analysis: analysis of the revenue collection of any
business, where it is determined that when and how company
has reached its total expenditures. This is called break even
analysis.
Value based pricing: putting price on the products depending on
their quality and true value in which they can serve the
customers.
Distribution Decisions 2
Distribution Decisions
Distribution Decisions
Nancy Arteaga

Author Note
PART I
Groupon is a company which provides platform for many other
companies that are trying to sell their services or products
online. Groupon has changed the online marketing by making it
quite interconnected. Before the business spreading techniques
of Groupon, online marketing was all about advertising the
products and providing the relevant reviews so that customers
might get attracted and buy those advertised products and
services by visiting the respective stores.
But Groupon changes this trend of only advertising the
products; it provided the facility to buy product or service right
on the spot. This removes the possibility of customer forgetting
about the advertisement, also a customer an get distracted from
other products while visiting the store in order to buy the
desired products. So Groupon introduced such system which can
actually remove such possibilities. Advertisement also doesn’t
have to be much strong in such business model as the threat of
competitors is quite low and immediate buying helps in selling
the products in much faster way.

There are many methods through which Groupon makes money,
huge customer traffic adds to the account of company through
par per click policy, and also large number of sales generates
discounts for a whole sale seller. Also the other sites or
companies which engage Groupon for their advertisement also
pay it for the advertisement of their sites. So this is how
company makes money.
Only specific business model on which Groupon is based is
about increasing or spreading the business through discount
offers. For example Groupon is famous for selling products
worth 100$ in to less prices by almost half. This makes it quite
attractive for the customers. This is the only reason due to
which Groupon has managed to attract such a large number of
customers in a short period of time comparatively to other
competitors.
Groupon doesn’t give away the selling or purchasing rights. It
keeps rights to itself and customers are only get their products
purchases, once the policy is signed, Customer Company cannot
change its pricing policy till the contract renewal. This is the
only drawback of keeping Groupon as a retailer.
Benefits of using Groupon are huge, especially for those
companies which are new in the market and they need
recognition by the customers. Groupon provides platform for
the advertisement and the selling of products, which gives
market exposure to the businesses.
Groupon is a good marketing strategy for the business, because
these days where competition among the competitors is very
strong and competitors are also providing same kind of
products. In such scenario, Groupon gives an ensure opportunity
for business expansion in terms of making new customers. All
other things like customer retention and future business growth
depend on the quality of the products or provided services.

Just in time production helps in avoiding the delay in the
services, which gives a very good impact on the end customers.
It also helps in removing the expenses of warehouse; also it
removes the possibility of delayed supply chain.
References:
Carlson, N. (2011). Inside Groupon: The truth about the world's
most controversial company. Business Insider
Dholakia, U. M. (2010). How effective are Groupon promotions
for businesses?.Available at SSRN 1696327.
Gupta, S., Weaver, R., & Rood, D. (2012). Groupon. Harvard
Business School Case, 2, 511-094
Hughes, S., & Beukes, C. (2012). Growth and implications of
social e-commerce and group buying daily deal sites: the case
of groupon and LivingSocial. International Business &
Economics Research Journal (IBER),11(8), 921-934.
Steiner, C. (2010). Meet the fastest growing company
ever. Forbes Magazine, August, 30, 2010.

Part II:
Marketing Plan for: New Product or Service
THE MARKETING MIX
For the marketing of new product, there are many things which
need to be kept under consideration. Most importantly the
customer’s perspective is quite important. Companies usually
launch their new product right according the perspective of the
customers especially in the start, in order to gain the attention
of the employees. Although companies also keep their own
interest at high priority but that strategy goes when the product
or brand is already famous in the market.
For the marketing of new products, one has to look for four
things, price, place, promotion and product. All these things
need to be according to the perspective that customers should
get maximum benefit and also the maximum attractive deals so

that they might get interested in buying those products.
PLACEMENT
Product development and placement is not all about converting
the raw material in to finalized product. There are many others
important factors which decide the fate of the products in
market. Here in the case of cleaning equipment product
development will involve the special inspection of reducing the
resources while adding the value to the value chain. Un-
necessary process will be removed from the development plan
and all the resources will be focused over the quality of the end
product so that customers can have low priced quality products.
It is not that easy to achieve, as discussed in earlier reports that
in this case market is full of affordable products with many
options, and customers are looking for new designs and colors.
Ultimately customers want a whole package where they can
have affordable, durable, and new designed products. So basic
aim of this development stage would be to target all these areas.
(Larson, 2012)
Inspection team will take care of the value chain of the
product development so that all the un-important processes can
be skipped (this will help in decreasing the expenses). R&D
department of the company will focus over the innovation of
designs and new colors of the products plus on the durability as
well. This is one of the best ways to take over the saturated
marketed, to add innovation in the products. Customers are in
constant need of cleaning equipment. And they have been using
the same products from other companies for many years. But
they would be really interested in buying some new product
with different features and few offers like money back
guarantee. All these offers will attract the customers and good
quality of product will increase their retention level towards the
brand.

SUPPLY CHAIN MANAGEMENT
Supply chain management is all about managing the whole
process right from the purchasing of raw material to the selling
of products to the customers. Supply chain management gives
many advantages in order to handle the many things
like:Resources can be saved by a strict and only quality related
inspection, it helps in removing all the redundant activities from
the process
It helps in getting proper distributors
Supply chain is not all about making and giving products. It is
more about the handling the whole process and most efficient
way.
DISTRIBUTION STRATEGY
Marketing channel is social media, as it has following
benefits:High customer traffic
More buying rate by customers
Cheap as compared to other channels
More effective
Gives more PR as compared to all other channels.
Issues are all about the policy contracts, few companies like
Groupon make strict contracts in order to take over the more
profit from the product selling.
Social media market is global, that’s why it’s preferred.
References

Carlson, N. (2011). Inside Groupon: The truth about the world's
most controversial company. Business Insider
Hughes, S., & Beukes, C. (2012). Growth and implications of
social e-commerce and group buying daily deal sites: the case
of group on and LivingSocial. International Business &
Economics Research Journal (IBER),11(8), 921-934.
Taylor, V. (2011, September). Supply Chain Management: The
Next Big Thing? Bloomberg Businessweek Online. Retrieved
from http://www.businessweek.com/business-schools/supply-
chain-management-the-next-big-thing-09122011.html
Kurien, J. (2011, February). How Groupon Changed Online
Marketing. Sparksheet.com. Retrieved from:
http://sparksheet.com/how-groupon-changed-online-marketing/
Sharma, M. M. (2013). A study on the concept of green supply
chain management.Journal of Supply Chain Management
Systems,2(1), 1-7. Retrieved from
http://search.proquest.com/docview/1490542045?accountid=141
600
Steiner, C. (2010). Meet the fastest growing company
ever. Forbes Magazine, August, 30, 2010.
Marketing Plan
Marketing Plan Development

Marketing Plan Development
Nancy Arteaga
Author Note
Marketing Plan for: Gatorade Plan
THE MARKETING MIX
Marketing mix is about the strategies used for the better
promotion of the product (). Here the four basic points of
marketing mix (price, promotion, product and place) will be
discussed. This document is focused over the marketing
strategies for the promotion of cleaning equipment in highly
competitive market where big seller are already established.
PRODUCT STRATEGY
Product Development:

Product development is not all about converting the raw
material in to finalized product. There are many others
important factors which decide the fate of the products in
market. Here in the case of cleaning equipment product
development will involve the special inspection of reducing the
resources while adding the value to the value chain. Un-
necessary process will be removed from the development plan
and all the resources will be focused over the quality of the end
product so that customers can have low priced quality products.
It is not that easy to achieve, as discussed in earlier reports that
in this case market is full of affordable products with many
options, and customers are looking for new designs and colors.
Ultimately customers want a whole package where they can
have affordable, durable, and new designed products. So basic
aim of this development stage would be to target all these areas.
(Larson, 2012)
Inspection team will take care of the value chain of the
product development so that all the un-important processes can
be skipped (this will help in decreasing the expenses). R&D
department of the company will focus over the innovation of
designs and new colors of the products plus on the durability as
well. This is one of the best way to take over the saturated
marketed, to add innovation in the products. Customers are in
constant need of cleaning equipment. And they have been using
the same products from other companies for many years. But
they would be really interested in buying some new product
with different features and few offers like money back
guarantee. All these offers will attract the customers and good
quality of product will increase their retention level towards the
brand.
Product Type and Life Stages:

This is a cleaning equipment which is apparently (according the
result of surveys conducted by the company) is very popular
among the young people with in the age range of 18-34. This
cleaning equipment is popular in young group (especially
ladies) as this age group is conscious about the increasing age
factor so they are willing to try such products for cleaning
purpose. Product would be easily available in the retail stores
where people usually buy their random domestic stuff. And this
product would target both (domestic and commercial)
industries.
There are four stage of product life cycle:Introduction
Growth
Maturity
Decline
Introduction: These products will be introduced in quite
affordable way so that it might get the attention of customers.
As already said that market already has many similar products
which are well established among customers a swell. So best
move would be to provide something better of least equivalent
good with discount offers and money back deals (in case of
failure). Introduction of the product would also include
advertisement on medium level. As the product is targeting the
customers who are in constant need of this product so main
advertisement will be focused over the distribution of product to
the local stores. Customers would be made aware of the
innovations in the products which make it better than all other
competitor products, discount deals, less prices, new designs,
new colors and new features. All these will be the part of
promotion campaign. (Sheth, 2012)
Growth: depending on the success of introduction stage, product
will start growing in terms of sales. Customers would try this
new product for the first time and then starts the test of the
actually research and design department of the company which

have designed the final product. Product’s quality will decide
the further fate of the product. In case of high and acceptable
quality of product (according the perception of people) product
will be welcomed by customers and its growth will keep on
increasing. (Shimp, 2010)
In case of failure of product, immediate steps would be taken in
order to remove the complaints of the customers and company
will work on making the product better before further sale. As
positive word of mouth would add more in the sales growth as
compared to any other strategy of marketing.
Maturity: after the successful and steady sales growth, product
would be famous among the customers and will reach the
maturity point. Where it will tackle the maxim number of
customers. By meeting their needs, requirements and perception
about the product.
Decline: this is the point where company’s behavior towards the
success of product would matter. If company decides to sell
same product with no changes in design, color, durability or
features. Then ultimately products’ sale would decline as
market will be taken over by other new products. Or if company
decides to keep on improving its product with constant changes
and innovation and sales of the product would be kept on
increasing. This company plans to keep on increasing the
product features and quality through the customers’ feedbacks.
Product Strategy within overall Business: company is famous in
making cleaning equipment. Sales have been decreasing since
the last few years and the major reason is the lack of innovation
(new designs and colors) and the lack of promotion power in
many potential markets. So this business strategy tackles both
of these problems thus this business strategy suits the business
of the company as it will help in increasing the sales of the

company.
Product Introduction (Branding and Early Adoption): customers
are looking for something new, something which has new
features and new designs to offer them. They are using old
brands but they feedback has shown that they are looking for
new designs in cleaning equipment. Which creates a wonderful
window of opportunity for the company under question. So
proper promotion and advertisement of all the new designs, low
prices and new colors will tempt the customers to come and try
this new products. (Keller, 2009)
Product Decisions:
New designs, new colors, better durability and better
performance
Product line will be waste as it will provide wide range for the
ladies as well as for gents in order to select on their own choice
In case of bad experience company will offer money back
guarantee within 15 days of product buying
Packaging would be having new colors and better appearance as
compared to the competitor’s packaging (tempting and colorful
packaging)
More purchasing would involve different discounting deals.

References
Keller, K. L., & Lehmann, D. R. (2009). Assessing long-term
brand potential.Journal of Brand Management, 17(1), 6-17.
Larson, W., Freedman, P., Passinsky, V., Grubb, E., &
Adriaens, P. (2012). Mitigating corporate water risk: Financial
market tools and supply management strategies. Ross School of
Business Paper, (1178).
Sheth, J., & Sisodia, R. (2012). The 4 A's of Marketing:
Creating Value for Customer, Company and Society. Routledge.
Shimp, T. A. (2010). Integrated Marketing Communication in
Adver-tising and Promotion 8e. International Edition. Printed in
China.
Gatorade Marketing Plan 2
Gatorade Marketing Plan
Gatorade Marketing Plan
Nancy Arteaga

Author Note
Marketing Plan for: Gatorade Plan
EXECUTIVE SUMMARY
The Gatorade Company is mainly concerned with the
manufacture and distribution of cleaning equipment for
commercial and domestic uses based on their knowledge of the
best industry practices for the production of cleaning
equipment. The primary agenda of this market plan is for it to
work as a strategy to guide the company on how to supply the
customers of Gatorade with quality yet affordable products.
This brand of cleaning equipment will be produced and supplied
in many different designs and colors that will be appropriate for
both genders. Approximately half of the clients of the Gatorade
brand, range between the ages of 18-34.These clients are ardent
customers as they make the most purchases and are the
company’s primary target. Gatorade cleaning equipment is
purchased more by those who dwell in the Northeast regions and
Midwestern parts of the United States. This market plan focuses
on the introduction of a range of Gatorade environmentally
friendly brand of cleaning equipment into the United States
market.
INTRODUCTION
The highest percentage of the company sale are as a result of

making impulse purchases; hence this requires a good point of
sale support team. The market is very competitive. There are a
couple of competitors that offer the same products as Gatorade,
for example, MW, M.I.T and A.U.I. The experience that the
firm has in the industry will be an essential asset in surviving in
the already crowded market. The company has experience in
distribution and has a vast distribution network ranging from
household cleaning equipment dealers, retail outlets, and some
supplies are made to major supermarkets in the cities. During
the past ten years, the company has made a profit margin of
approximately fifty million which is just 10% of Gatorade’s
sales over the same period. The growth rate in the sales volume
has been on a steady decline and was currently at five percent.
It is anticipated that the growth experienced in the current
markets will be minimal; therefore, the entry of the new
Gatorade environmentally friendly project will improve
Gatorade’s profits and growth rate.
MARKETANALYSIS
The Gatorade brand will be in competition with some
established brands already trading in the market. The demand
for Gatorade cleaning merchandise is anticipated to increase.
This is founded on a recent survey carried out by the company
on the market. The study showed that there is bound to be an
increment in purchases to the tune of 524 million dollars in the
succeeding three years. The expected growth rate per year is
bound to exceed the company's growth rate of five percent per
annum (Cohen, 2006).
TABLE 1: MARKET CLASSIFICATION BY AGE.
Age
Percentage of consumers
Relative Percentage of the population above the age of 20
Relative purchase index
20-25
20%

14%
1.47
25-35
34%
20%
1.85
36-56
36%
42%
0.9
56+
14%
30%
0.54
The population above thirty-five years makes purchases of
cleaning equipment of over 36%, as shown in the table above.
The age group between 25 to 35, purchases the most
environmentally friendly cleaning equipment, of all the age
groups in the market (Kerin, 2006). The order of purchase is
expected to vary among the various genders and age
demographics in the market. Women aged between twenty and
thirty-five between are expected to be very future conscious
thus are expected to make a lot of the purchases than the males.
There is also evidence of regional imbalance in the buying of
cleaning equipment with certain regions buying more cleaning
equipment than others (Grewal & Levy, 2010).For instance, as
indicated in our table 2,sales are above the mean in the north
central region, northwest region, and the central regions if the
United States. These regions are likely to be our focal areas of
focus (Cravens & Piercy, 2006).
TABLE 2: REGIONAL CLEANING EQUIPMENT SALES
Region
Cleaning equipment sales
Population

Index of cleaning equipment sales
East region
21%
16%
1.32
Southern region
17%
18%
0.93
Mid region
16%
14%
1.14
West region
16%
21%
0.70
West north region
11%
11%
1.00
Northeast region
9%
8%
1.13
Southeast region
7%
6%
1.19
Northwest region
6%
7%
0.82
CONSUMER BEHAVIOR
other brand manufacturers seem to be encouraging the purchase

of several affordable cleaning equipment. This seems to be
applicable only to those cleaning equipment that are of low
cost. A consumer acquires a couple off cleaning equipment that
is beautifully designed and cheap that he can be switching for
different occasions (Kurtz & Boone, 2010). The feature that
most customers look for in cleaning equipment includes; but not
limited to, durability, affordability, packaging, and the design
of the brand and the color of the cleaning equipment. For such
customers who look mostly on the aesthetical features of the
cleaning equipment, so as to buy, distribution and display can
play a significant role in impulse buying. The consumer can be
contacted through six avenues (Kerin, 2006). We presently have
contact to these customers through four of these channels
making up 85% of all cleaning equipment sales. To reach
customers best, it is wise to use such channels so as to
maximize sales. Most cleaning equipment sales are made in the
departmental outlet thus to maximize sales. Gatorade will
capitalize on discounts and supply to such stores to maintain
availability and proximity of the product to the customer. For
the moment, it does not make much sense to provide to the rural
stores thus, this will be postponed till Gatorade and the
Gatorade product is firmly grounded in the urban retail channels
(Cohen, 2006).
COMPETITIVE ANALYSIS
There is fifteen cleaning equipment manufacturers in the market
with BQ, M.I.T, A.U.I and M.W, taking the prime share of the
market holding 65% of the market. These are our primary
competitors. They have strong names and presence in the
market, strong marketing and advertising skills, good and
established networks and are also well spoken of in the cleaning
equipment industry. The aspect of manufacturing of cleaning
equipment that have a good futuristic sense is new in the market
thus providing an opportunity for growth (Cravens & Piercy,
2006).
COMPANYANALYSIS
Gatorade currently holds 85% market share in cleaning

equipment distribution through the various avenues of supply.
The manufacture of cleaning equipment that have a good sense
of the future is slowly taking over the industry thus, a better
venture as compared to our current brands. Our experience in
the industry, distribution and advertising prowess, high-quality
products, and design, affordability of our products will be a
great boost as we venture into this market (Kennedy, 2006).
SWOT ANALYSISStrengths: Gatorade has creative personnel
that can create new designs that can compete favorably in the
market. The company is endowed with the resources and
knowledge of the market having been in the industry for a
while. This coupled with good networks, and real partnerships
will see us take over the market (Lamb Et al, 2006).
Weaknesses: Currently we are not connected with any rural car
dealers. The futuristic concept of cleaning equipment is a new
aspect both to the market and to us.
Opportunities: Probability of growth of the market is high;
Customers are currently into the futuristic cleaning equipment.
The market for cleaning equipment has a great potential for
growth.
Threats: This is in the form of competition, the chance of new
market entrants
OBJECTIVE
The combination of high-quality production of affordable yet
durable cleaning equipment and an aggressive distribution
campaign will see us breakeven in three years’ time. We should
have acquired a market share of at least 4% in the first two
years this represents sales of 10 million dollars. Based on this
market plan the venture will break even in the next three years
(Cravens & Piercy, 2006).
MARKETINGSTRATEGIES
Gatorade will introduce the new Gatorade brands of cleaning
equipment into the market through an aggressive and well-
planned distribution campaign. The cleaning equipment will sell
at affordable prices and will promise high-quality service. This

will increase revenues earned thus facilitate the growth of both
the brand and the firm (Kotler & Keller, 2009).
ACTIONPLANProduct: The Gatorade brand stands out among
all the current cleaning equipment in the market. This will be
introduced in varieties for women and men and all age
demographics. This will account for at least 40-50 different
models per annum. A portion of this will have metal designs;
these target the adult population. We will manufacture Gatorade
cleaning equipment with favorite cartoon personalities to lure
the families with children. This will require licensing and patent
that we already have. This counts as an advantage for the firm
over its competitors (Kotler & Keller, 2009). We will produce
futuristic cleaning equipment designs in a variety of models,
which will differ greatly from the traditionally known and used
models.
Price: To reach our desired targets, Gatorade will offer the
Gatorade cleaning equipment at an agreed selling price of
$200.Our price is affordable, and the quality of the product is
impressive. The features are new to the market thus validating
the price so coupled with our aggressive distribution plan, will
ensure a high market share of the Gatorade cleaning equipment
(Kurtz & Boone,2010).
Distribution: Our present distribution has coverage of about
85% of the market share. At this stage, we will not target the
rural car dealers but instead, we will hire marketers and a
marketing instructor, to add gusto to our marketing plan. We
plan to distribute our cleaning equipment in the whole United
States and across all demographics (Grewal & Levy, 2010).
Advertising: Advertising worth half a million dollars is
intimated, so as to add clout to the unique range of cleaning
equipment on offer and to emphasize better on the quality and
price of the cleaning equipment. This will be centered towards
print and point of purchase displays. This and telecast
advertising campaigns will take approximately two-thirds in the
first quarter of the campaign. To achieve leading market share,
the idea is to make more noise In terms of advertising and

getting the masses aware of the product as compared to our
competitors (Kerin, 2006).
Promotion: We will maximize all potential distribution avenues
and market our product across all regions.10 new marketers will
be added to the team. Services of a marketing instructor will
also be sought so as to empower the marketer’s with the
required skills for efficient marketing. The salaries and
allowances of all this new personnel are expected to be within
the intimated budget of half a million dollars (Kurnit & Lance,
2009). The voice share of each firm in the market can be known
by dividing the total advertising incurred with the market share.
Since our product will be new to the market, we will require
making considerable noise so that all know the Gatorade brand.
The budget set of half a million set for advertising Gatorade’s
voice share will be considerably higher than that of its
competitors (Grewal & Levy, 2010).As indicated in table three.
TABLE 3: FUTURISTIC CLEANING EQUIPMENT
ADVERTISING AND VOICE
Company
Market Share
Voice Share
Voice/
Market
Advertising
Million dollars
Gatorade
21%
29%
1.5
5.4
Audi
22%
25%
1.3
4.7

Mercedes
21%
22%
1.06
4.1
Mitsubishi
4%
6%
6%
1.0
We will target most of our media campaigns; for instance radio
broadcasts, television broadcasts, and newspapers towards our
significant market segment. These are women between 25-35
and lesser media efforts towards other market segmentations.
CORPORATE SOCIAL RESPONSIBILITY
The company plans to handle environmental issue that arises by
working best at preserving the environment. The Gatorade
Company will impact its environment positively through the
introduction of environmentally friendly products, contributing
to waste management and efficient disposal of the same and by
launching campaigns against pollution that will target other
companies in the industry. All legal issues will be sorted
through sourcing the required license, patent and registration of
the new environmentally friendly range of cleaning equipment.
FINANCIALANALYSISANDEXPECTEDRESULTS.
It is anticipated that the first year Gatorade will make the sale
of at least 10million Gatorade cleaning equipment and break
even in the next three years. It is expected that the firm will
achieve a market share of four percent and sales of 10 million
dollars in the first year. The firm is expected to recoup its
investment in the first two years. The future predictions of the
likely behavior of the market do not suggest that there will be
any new cleaning equipment entering the market within that
period. The competition will be majorly centered on the design,

packaging, affordability and best distribution practices. Based
on these it is our expectation that we will be able to compete
with all the big players (Kennedy, 2006).
CONTINGENCYPLANS
to cater for the increase in competition, marketing of other
products, or if our sales margins are not as initially expected,
Gatorade is ready to pump into the project another half a
million dollars for advertising.
TABLE 4: CHANGE CAUSED ON FINANCIALSTATEMENTS.
Total budget
Breakeven year
Net present value in millions of dollars
$2600000
2015
36.8
$3100000
2016
35.0
$3600000
2017
31.0
$4000000
2018
29.0
Price wars that might be triggered by the entry of Gatorade
cleaning equipment are not likely to occur. But an increase in
promotional efforts especially in the media will lead to
increased industry promotional campaigns(Kennedy, 2006) An
in-depth sensitivity analysis, on the result of an increase in
trade advertising on the break-even year, is indicated in the
table above. Other brand manufacturers seem to be encouraging
the purchase of several affordable cleaning equipment. This
appears to be practical only for those cleaning equipment that

are of low cost (Wood, 2011). A consumer acquires a couple of
cleaning equipment that is beautifully designed and cheap that
he can, be switching between for different occasions. The
feature that most customers look for in cleaning equipment
includes but is not limited to, durability, affordability,
packaging, the design of the band, the color of the cleaning
equipment and brand. For such customers who look mostly on
the aesthetical features of the cleaning equipment, so as to buy
distribution and display, can play a significant role in
promoting impulse purchases (Cohen, 2006).
CONCLUSION
Additional advertising will be needed sequentially, from half a
million dollars to four million dollars. This is if further gains in
market share have a negligible effect on the performance of the
company. In the rare instance, that there is increased industry
advertising, Gatorade is more than equipped and ready to add to
the advertising budget as much as one million six hundred
thousand dollars per annum. Additional advertising will be
appropriate, in order to adequately inform all clients of the
product. Also increased advertising will help address the
problem of less than planned distribution branches and in the
rare instance that Gatorade cleaning equipment are not received
with the enthusiasm that is anticipated or foreseen. The new
Gatorade brand is bound to be a big hit in the market. Company
sales are expected to increase steadily after its release and
distribution all over the United States. The futuristic brand of
cleaning equipment has for quite a while, been demanded by the
customers and at last Gatorade, will be making that a reality to
the delight of its clients.
FINANCIALS
TABLE 1: PRO-FORMA INCOME STATEMENT AT $12
For current year 2019
R &D
Before launch

Suggested retail price=$200
Investigation costs
$260000
Less retail discount=$20
Development costs
$760000
Price to retail=$180
Discount rate per year
5.00%
Less Wholesale discount=$30
Selling price=$170
Annual costs and sales
2015
2016
2017
2018
2019
Manufacturers unit price
$7000
$7000
$7000
$7000
$7000
Variable unit cost
$8000
$7000
$8000
$6000
$5000
Fixed cost p.a.
$2100000
$2100000
$2100000

$2100000
$2100000
Retail sales expected
$5260000
$5750000
$6180000
$6800000
$7300000
Industry sales p.a.
104900000
114900000
123500000
134600000
145000000
Gatorade market share
2.10%
4.20%
7.00%
8.10%
11.00%
Gatorade sales p.a.
21000000
46000000
74000000
110000000
150000000
.
Income Statement
Before launch
2015
2016
2017
2018
2019
Sales

$6300000
$13800000
$22180000
$32000000
$43000000
Variable cost
$3200000
$6500000
$10000000
$14000000
$17000000
Fixed cost
$1500000
$2100000
$2100000
$2100000
$2100000
$2100000
Profits
(1500000)
$1200000
$5400000
$11000000
$16000000
$24000000
Cumulative profits
$200000
$5500000
$16000000
$32000000
$56000000
Net present value
$35 400000

TABLE 2: PRO-FORMA INCOME STATEMENT AT $10
Research and development
2015 Before launch
Suggested cost=$200
Investigation costs
$260000
Less retail discount=$20
Development costs
$760000
Retail price=$180
Discount rate per annum
1.00%
Less Wholesale discount=$10
Selling price=$190

REFERENCE
Cohen, W. A. (2006). The marketing plan. Hoboken, NJ: J.
Wiley & Sons.
Cravens, D. W., & Piercy, N. (2006). Strategic marketing.
Boston, Mass: McGraw-Hill.
Grewal, D., & Levy, M. (2010). Marketing. Boston: McGraw-
Hill Irwin.
Kennedy, D. S. (2006). The ultimate marketing plan: Find your
hook, communicate your message, and mark your mark. Avon,
Mass: Adams Business.
Kerin, R. A. (2006). Marketing. New York: McGraw-Hill/Irwin.
Kotler, P., & Keller, K. L. (2009). Marketing management.
Upper Saddle River, N.J: Pearson Prentice Hall.
Kurnit, P., & Lance, S. (2009). The little blue book of
marketing: Build a killer plan in less than a day. New York:
Portfolio.
Kurtz, D. L., & Boone, L. E. (2010). Contemporary marketing.
Mason, OH: South-Western Cengage Learning.
Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2006). Marketing.
Mason, Ohio: Thomson/South-Western.
Wood, M. B. (2011). The marketing plan handbook. Boston:
Prentice Hall.

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