MARKETING PLAN (Car2Go)
description
Transcript of MARKETING PLAN (Car2Go)
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MARKETING PLAN(Car2Go)
Jintao ShaoHongtao Lou
Yi-Chien Chen(Claire)Yawei Wang(Martin)
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Agenda
Market-Product Analysis Marketing and Product Objectives Marketing Program Budget Evaluation and Control
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Market-Product Analysis
Market penetration Market development Product development Diversification
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Market penetration
Price Adjustments Increased Promotion More Distribution Channel Target Audience Preference
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Market development
Expanding Geographically
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Product development
Satisfied Customer Needs Brand Extension Technology
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Diversification
New Product
sNew
Places
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Marketing and Product Objectives
Objectives Target Market Points of Difference Positioning
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Marketing Program
Product strategy Pricing strategy Distribution (Place) strategy Promotional strategy
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Product strategy
Product/Service Components Branding
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Pricing strategy
Pricing factors considered Pricing objective special adjustments Quarterly target revenue projections
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Distribution (Place) strategy
Marketing Channels Specific location and rationale
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Promotional strategy
IMC objectives Target Audience Allocate budget Promotional Program Rationale
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Budget
1. Year 1 sales projection 2. Operational budget Attracted
customers (units)
Projection ($)
August 2013 - October 2013
6100 $472,500
November 2013 - January 2014
6250 $496,125
February 2014 - April 2014
6390
May 2014 - July 2014
6510 $546,977
Volume Year 1 Total Budget ($)
Field Team Salary
20 new customer
offices
$100,800
Customer gift Cards
10,000 $3,000
Website 1 Time $5,000Website Maintenance
Once a month
$1,000
charity 1 Time $20,000CSR-environment theme activity
1 Time $10,000
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Budget
3. Promotional BudgetVolume Year 1 Total
Budget ($)TV commercial N/A $19,000Sponsored Tweets and Facebook Ads
N/A $5,000
Youtube In - Stream ads
$0.04 per viewer $6,000
Cineplex cinema N/A $15,000Transit/Bus shelter Posters
$50/shelter $10,000
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Evaluation and Control
Financial accounting approach Managerial accounting approach Car2go memberships Website: http://jshao1989.wix.com/car2go
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