Events And Media Choices For One Calendar Year
TOC o “1-3” h z u Product strategy and positioning statement PAGEREF _Toc378193605 h 1Customer snapshot PAGEREF _Toc378193606 h 2Competitive analysis PAGEREF _Toc378193607 h 2Brand elements and differentiators PAGEREF _Toc378193608 h 2
The plan will comprise of a detailed calendar on the promotional events of the year. The year will be divided into three segments January-April, May-August and September-December.in the first segment there will be the printing of a newspaper pull out three times in a week. The second segment will involve an advert of the company on the front page of the newspaper and this will also be done three times a week. The final segment will involve advertising in pages inside the newspaper everyday of the week.
This will ensure that the customers are constantly reminded all year round of our products.
Among the elements of the business plan is the section of mission statement .this visions the same as the one for the overall business plan the only difference is that it focuses on marketing of the products. The marketing plan goals involves the statement of the specific goals that
Skechers shape ups intend to achieve at a specific period of time that is set. Eventually the set goals should ensure that more money is made by skechers shape ups. Our marketing vision is providing customers with our stylish products for women, men and children. This will be done by providing them with products that suit their tastes and preferences.
Our goals are; the increasing the lifetime value of our customers. Through our marketing we aim to ensure that our customers continue to value us and our products in all means possible. We also aim to increase the number of items that are bought in every sale. Through our marketing we aim to ensure that our customers do not just buy one item but more than one. From our marketing we aim to ensure that our loyal customers frequently return to our shops to make more and more purchases. We also aim to increase the percentage of our loyal customers who are bringing in new customers. Our marketing plan will be towards bringing more customers into our shops from our already created customer base. The marketing plan also aims to bring in new customers that purchase our products. Having loyal customers is not enough therefore we aim to bringing new customers and transforming them to become loyal customers. It is also our aim to market our products in such a way that we make our brand identity more visible and memorable. This will ensure that our customers identify with our products easily.
Product strategy and positioning statementSo as to be able to achieve our mission and set goals there should be a statement of the product strategy and positioning. Product strategy involves incorporating different attributes of our products in our marketing plan such as price, quality, and benefits. Product positioning involves providing brand identification of our product to the intended market. We have what everyone wants and at prices that are considerable. Our products are unique and of high quality. They are very stylish, trendy and absolutely the latest in the market. Those that purchase our products will be viewed as being at speed with fashion. Our prices are also considerable; one will get anything they want at an affordable price. The products that we sell are also worn by celebrities and people that are know hence this will ensure that our customers identify our brand image with these celebrities and thus find it easy to purchase the products.
When it comes to product positioning our products are absolutely latest when it comes to fashion and therefore are fit in the evolving world of fashion. Our products are unique and they stand out from those our competitors have in the market. The affordability of our products is essential when positioning our product in the market that is flooded by our competitors’ products.
Customer snapshotThe customer snapshot helps the business get an overview of the customers. In our plan we will incorporate customer snapshot. The features that will be included are recent invoices and payments this will show what has been bought and will therefore be used when evaluating the effectiveness of the marketing plan in future. It will also include a list of the items that are bought most so that there can be more emphasis when marketing is done on products that are not bought most. It also entails any complaints from customers which will ensure that there is avoidance of any further incidences of complaints from customers. It can also entail the contacts and details of customers especially the major ones. This will ensure that it is easy to contact them when it comes to delivery of products as well as responding on the orders that have been made.
Competitive analysisThe industry that skechers shape ups is part of has a lot of competition. There are other very many companies that offer the same type of products as skechers shape ups. Competitive analysis involves assessing the strengths and weaknesses of competitors. Incorporation of competitive analysis in the marketing plan is vital since it ensures that the organization is better positioned in the market. The aspects of competitive analysis to be incorporated in the plan
Will include the size of the competitor’s organization, the market share that the organization commands,a comparison of the quality of products, its growth, the image of the company the marketing strategy they use, and its target market. This information can be got from industry publications, the information that the media has on the company, the company’s own marketing materials and websites.
Brand elements and differentiatorsThe company has many products on offer therefore it is very important for the marketing plan to include the specific brand elements as well as differentiators. The brand of the company for instance the name, sign, design or all of these are intended to make our products differentiable from those of our competitors. The specific brand elements and differentiators that will be used are logos that are very colorful. The logos will create an impact on the mind of the customers and they will also be easy to memorize. They will; also be easy to recall as well as remember. The logos will ensure that the customers remember the brand each and every time they see our products and at the time of purchasing.