Sonic's marketing organization has various action programs planned over a 6 month period to launch their new Sonic 1000 smartphone, including trade shows, advertising campaigns, promotions, and contests. They have allocated a budget of up to $8 million for the first year with the goal of reaching break even sales of 650,000 units. The document also discusses controls and tools to monitor the marketing plan and address any issues.

1. Sonic 1000
Actions Programs

2. Overview
 Sonic’s Marketing Organization
 Discuss Action programs , budgets , controls and Marketing plan
tools

3. Sonic’s Marketing organization
Chief Marketing
Officer
Sales Manager
Regional Sales
Advertising
Manager
Advertising
Analyst
Promotion
Manager
Promotion
Analyst

4. Action Programs
Coordinated
with the
resources and
activities like
Production
Finance
Purchasing

5. Action Programs used over 6 months
January
•launch a $200,000 trade
sales promotion
campaign
•exhibit at the industry
trade shows to educate
dealers and generate
channel support for the
product launch in
February.
•providing samples to
selected product
reviewers, opinion
leaders, influential
bloggers, and celebrities.
• Our training staff will
work with retail sales
personnel at major chains
to explain the Sonic
1000’s features, benefits,
February.
•We will start an integrated
print/radio/Internet
advertising campaign
targeting professionals
and consumers.
•The campaign will show
how many functions the
smartphone can perform
•This multimedia campaign
will be supported by
point-of-sale signage as
well as online-only ads
and video tours.
March.
• Make contest in which
consumers post videos to
our Web site showing
how they use the Sonic in
creative
•distribute new point of
purchase displays to
support our retailers.
April.
•Hold trade sales contest
offering prizes for the
salesperson and retail
organization that sells the
most Sonic smartphones
during the four-week
period.
May.
•roll out a new national
advertising campaign. The
radio ads will feature
celebrity voices telling
their Sonic smartphones
to perform various
functions.
•The stylized print and
online ads will feature
avatars of these
celebrities holding their
Sonic smartphones.
June.
• exhibit at the semiannual
electronics trade show
and provide channel
partners with new
competitive comparison
handouts as a sales aid.
•analyze the results of
customer satisfaction
surveys for use in future
promotions and provide
feedback for product and
marketing activities.

6. Budgets
Total first-year sales
revenue
• $75 million, with an
average
• wholesale price of
$150 per unit and a
variable cost per
unit of $100 for
500,000 units
first-year loss
• up to $8 million on
the Sonic 1000
model
Break-even
calculations indicate
• the Sonic 1000 will
become profitable
after the sales
volume exceeds
650,000,
• which we anticipate
early in the
product’s second
year
break-even analysis
• assumes wholesale
revenue of $150
per unit, variable
cost of $100per
unit,
• and estimated first-
year fixed costs of
$32,500,000

7. Controls
 help management assess results after the plan is implemented,
 identify any problems or performance variations,
 and initiate corrective action

8. Control and monitoring of
quality
Customer
dissatisfaction
signs of deviation
from the plan include
monthly sales and
monthly expenses
developing
contingency plans to
address fast-moving
environmental
changes
correct any problems
that may occur.

9. Marketing Plan Tools
The Marketing Plan Handbook
by Marian Burk Wood explains the
process of creating a marketing plan
and includes detailed checklists and
dozens of real-world examples.
Marketing Plan Pro is an award-
winning software package
that includes sample plans, step-by-
step guides, an introductory video,
help wizards, and customizable
for documenting a marketing plan.