This document outlines the marketing plan and strategies for a company. The plan includes objectives to increase brand visibility, target identification and interaction, and increase sales interactions. Specific tactics proposed include teacher round tables, inter-school quizzes, media outreach initiatives, placing products in school libraries, and creating marketing collateral like advertisements, brochures, and posters. The goals are to increase media interactions, visibility of products in existing schools, and create opportunities to engage teachers and increase the brand presence. Budgets are provided for various events and initiatives proposed in the marketing plan.

1. MARKETING
PLANNING AND BEYOND
Skip
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2. STOP TRYING TO SELL
WITH MARKETING –
INSTEAD, USE
MARKETING TO HELP
CUSTOMERS BUY
OBJECTIVE
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3. OUR APPROACH !
TACT
CREATION
PROMOTION
Journalist outreach
Target school engagement
Associations and
partnerships
Use sales feedback to
increase footprint and sales
Marketing properties
Innovative social
media campaigns
FB engagement
Website and store
Strategic sponsorships
STRATEGEM
Increase and maintain
brand visibility
Target identification &
interaction
Increase CSR footprint
Increase sales interaction

4. Initiate an inter-school level quiz property
for local connect and top-of-the-mind
brand recall
GOALS
*
Increase media interactions through
strategic alliances
Increase visibility of products at existing
schools
Create a platform to engage teachers for
increased brand presence

5. TEACHER ROUND TABLE
Forum to discuss latest teaching trends and technologies
EB subject experts and teachers/educationists August to December
Pilot in NCR region
Estimated cost of Rs. 2,25,000 per event in NCR region
Delhi
Noida
Gurgaon
Cost for pilot – Rs. 6,75,000
20 – 30 teachers per forum
Participation by invites
Free registration
Venue identification – partner
with a school to save Rs.
1,00,000 approx. per eventBrand recognition as knowledge leaders
Facilitates direct target contact
Opportunity of product betterment through feedback

6. INTER-SCHOOL QUIZ PROPERTY
Ensure local connect with schools and increase brand presence
The schools can be our existing clients or others where the sales team wants to pitch in
Increase brand presence
Approx. budget of Rs. 1,75,000 per event (school as venue partner)
Approx. budget of Rs. 2,25,000 per event (venue on hire)
Empanel local quizmaster – Rs. 20,000 per quiz
Partner school for venue – school can invite other schools too
Invites by EB in collaboration with the Sales team

7. MEDIA CONNECT INITIATIVE
Mailers to journalists of recent developments and future plans
Bridge Building Meetings – Arrange meetings of Senior Management with
journalists/editors
Newsletters and gifts in the form of EB products like MW dictionaries
Continue tie-up with HT Pace and with other media houses
3-4 articles/interviews each quarter
Articles on relevant topics by EB subject experts in Newspapers

8. Put shelves/book stands in libraries
Place products on these shelves
Total transportation cost approx. Rs. 8,500
BRAND VISIBILITY AT SCHOOLS
Products that have not been subscribed
Total cost approx. R, 1,45,000
Total business expected approx. Rs. 42,00,000
Better than free sampling
Non-dependent on a particular business season
Real-time usage by students and teachers alike

9. THE YEAR THAT WAS
Brochures
Advertisements
Posters
Standees
Newsletters
Etc.
MARKETING COLLATERAL
BOOK COVERS
QUIZZES/OTHER EVENTS
WEBSITE/FB/STORE
Steps of Life
Science Spark
Digital Voyage
B Sure Atlases
Knowledge Knit/Pack
Etc.
KFS Quizzes
Sponsorship Events
Product Launches
Etc.
Website Updation
Store Updation
FB Promotion
FB & Website Grievance Handling
Etc.

10. MARKETING COLLATERAL
ADVERTISEMENTS BROCHURES
NEWSLETTERS POSTERS
STANDEES

11. BOOK COVERS

12. QUIZZES/EVENTS
RESEARCH PAPER RELEASE
@ ASSOCHAM CONFERENCE
LIBRARY UNPLUGGED LAUNCHES
HT PACE INQUIZITIVE QUIZ
KFSQUIZZES
WORLD BOOK FAIR 2016

13. WEBSITE/FB/STORE
Brand
Building
FACEBOOK PAGE
WEBSITE & STORE