Running Head: MARKETING PLAN 1
MARKETING PLAN 8
Gregory G. Finney
Professor Randall Orner
August 11, 2018
A marketing environment refers to all the internal and external factors of a business that affect the efficiency at which businesses operate. The internal factors in the marketing environment are factors that are in the control of the business and the management can make decisions that affect marketing. The external marketing environment refers to the factors that are beyond the control of the company and the decisions made by management that cannot alter the factors. The internal marketing environment factors include the budget that will be allocated for marketing and the marketing channels that will be used in marketing the project. Given the competitiveness of the drinks industry, the marketing plan for the Ozone Soft Drink is primarily aggressive marketing to boost the visibility of the business among the people and boost the company sales revenue. The following are the areas of bias in the marketing strategy based on the marketing environment.
Billboards carried the most significant portion of the budget due to the actual cost of billboards and the convenience of advertisement the method uses. The billboards were placed in a strategic position where people could see and know about Ozone Soft Drinks.
Flyers are the other form of advertising that is much cheaper and more penetrating. The company hired people to deliver the fliers door to door. The fliers are meant to reach people that are not able to see the billboards from their homes.
The company also paid a for a full-page advertisement for three days in the Dallas Morning News and Fort Worth Star to increase visibility among newspaper readers. The newspapers are meant to help reach the working population that will not get the fliers.
There were five 30-second television commercials slotted in non-primetime periods to further get to people that use public transport but do not buy newspapers. It is also a good medium for those that are not in a position to receive the fliers but are mobile on their cellphones. The table below shows the marketing mix percentage.
After first paper of the above-described strategy few issues were raised about both the content and the use of all the four mediums used for the advertising the company. The following are some of the feedbacks.
I. The idea and development of the advertisement content are excellent but it would be much better if the declaration provided how much information was to be included in the advertisement content. This refers to whether the prices for the services and how they vary with time will be included in the content.
II. The marketing plan should include more reasons why the business intends to focus on the highlighted marketing channels. This are the benefits that will be obtained from following the said blueprint.
III. The general presentation of the business plan is excellent based on the intended core functions of the businesss.
Brand strategy refers to the process of developing a long-term image and promise to the customers of a company (Bruwer & Johnson, 2010). A brand is primarily the promise of a business to its customers. Given that the target customers for the industry are fundamentally all age groups that consume soft drinks, the company will develop a marketing strategy that will establish and develop a relationship between the customers and the products.
Brand Name and Logo Slogan and Brand Extension
A brand name refers to the name or term that will be associated with the service to ensure that mention of that name will straight away lead to thoughts about our service (Bruwer & Johnson, 2010). In this case, the brand name for the company would be “Ozone Soft Drinks” Ozone will be a fixed name to associate the service with luxury and high class. The title will brand the company as a supplier of soft drinks in luxurious packaging.
The image shown above will be the brand logo and extension for Ozone Soft Drinks. The logo is meant to hint a touch of class reliability and luxury subtly.
The brand slogan will predominantly be “Ozone Soft Drinks, add Luxury to your drink.”
There would be mainly two market sections for our services given that the company will be primarily providing transportation services within the city for individuals that do not have cars.
Primary market refers to the market that the company will target to acquire to boost its revenue generation. The primary market is the market that contributes to the highest portion of revenue (Kotabe & Helsen, 2014). The primary market will be the working class that goes to work in the morning. The age will be from eighteen years and 55 years. This is the working age group in the locality. This is also the section of the population that has a high purchasing power. The gender composition will be flexible given the structure of the working age group is dynamic. The psychographics that is involved is that the individuals that prefer soft drinks over other drinks.
Secondary market refers to the peripheral market that acts to compliment the sales revenues that would be generated by the primary market. Any market that produces the second highest sales revenue makes up a part of the secondary market (Kotabe & Helsen, 2014). The secondary market for the company will be the people that unsystematically travel from one place to another between the morning and the evening periods, school going section and the unemployed. The age composition for this group will be mainly people within the 18-22 age group or younger people that are not enrolled in school. The gender composition will also be dynamic. This is because it is difficult to predict the gender composition given the randomness of this market.
Statement of Positioning
This refers to a declaration that states the positioning of the company outlets in relation to its competitors (Ngobo, 2011). Looking at the positioning of the competitors, the outlets are mainly located at the transportation terminus with very few offices in between. Ozone Soft Drinks will aim at doing better than its competitors in this regard. The figure shown below shows the position of the competitors among the routes that have been targeted by Ozone Soft Drinks.
The figure shown below shows the proposed positioning of ozone positioning.
Consumer Behavior Examination
The brand name logo slogan and extension are important and appropriate for the targeted markets mainly because of one reason. This is because as much as people associate class and luxury to hard drinks such as whiskey and vintage wine, however people rarely believe that a soft drink can be associated with class and luxury. Ozone soft drinks will be there to fulfill that market’s need.
Bruwer, J., & Johnson, R. (2010). Place-based marketing and regional branding strategy perspectives in the California wine industry. Journal of Consumer Marketing, 27(1), 5-16.
Kotabe, M., & Helsen, K. (2014). Global marketing management.
Ngobo, P. V. (2011). Private label share, branding strategy, and store loyalty. Journal of Retailing and Consumer Services, 18(4), 259-270.