THE FINAL PLAN PHASE 5 INDIVIDUAL PROJECT KENNETH C HOLMES MKTG630-1502B-03 PROFESSOR GENE TOPPER...
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Transcript of THE FINAL PLAN PHASE 5 INDIVIDUAL PROJECT KENNETH C HOLMES MKTG630-1502B-03 PROFESSOR GENE TOPPER...
![Page 1: THE FINAL PLAN PHASE 5 INDIVIDUAL PROJECT KENNETH C HOLMES MKTG630-1502B-03 PROFESSOR GENE TOPPER June 22, 2015.](https://reader035.fdocuments.in/reader035/viewer/2022062221/56649d755503460f94a5512c/html5/thumbnails/1.jpg)
THE FINAL PLAN
PHASE 5 INDIVIDUAL PROJECT
KENNETH C HOLMES
MKTG630-1502B-03
PROFESSOR GENE TOPPER
June 22, 2015
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KEY PLAN OBJECTIVES
• MM’s sales• MM’s market share percentage• MM’s customer base• MM’s customer brand awareness percentage
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MARKET RESEARCH USED
• Surveys performed• Quantitative data used• Qualitative data used
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BRANDING STRATEGY• Target market• Smartphone attributes and benefits• Smartphone name and tagline• Advertising slogan and logo• Smartphone packaging• Brand positioning and tagline• The total branding package
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PRODUCT PRICING
• The pricing structure• Pricing strategy• Pricing position• Reasons for pricing strategy
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PRODUCT DISTRIBUTION
• MM’s own website• Benefits of use• Well-established retailers and their websites• Benefits of use• Combined benefits• Online discount retailers
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PROMOTIONAL STRATEGY
• Traditional media used and its application• Digital media used and its application• Cellphone turn in program
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OTHER PLAN OBJECTIVES• Internal measures• External measures• Customer measures
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CONTINGENCY PLAN
• Product contingency plan• Price contingency plan• Promotion contingency plan• Place contingency plan• Confidence coaching
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ADDRESSING ALTERNATIVES
• Alternate product strategy• Alternate pricing strategy• Alternate promotion strategy• Alternate place strategy• Why not market overseas?
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REFERENCES
• Cell Phone and Smartphone Ownership Demographics. (2015). Retrieved from Pew Research Center: www.pewinternet.org/data-trend/mobile/cell-phone-and-smartphone...
• Dediu, H. (2012, February 22). How much does it cost to manufacture an iPhone? Retrieved from www.asymco.com/2012/02/22/the-iphone-manufacturing-cost-structure
• DeWulf, M. (2015). United States of America 2015. Retrieved from populationpyramid.net/united-states-of-America/2015
• Handron, D. (2015). What Are Teenagers Interested In? Retrieved from everydaylife.globalpost.com/teenagers-interested-in-17348.html
• Hatter, K. (2015). Why Do Teens Need Phones? Retrieved from everydaylife.globalpost.com/teens-need-phones-4794.html
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REFERENCES
• Marchesano, E. (2012, October 10). What Are the Advantages and Disadvantages of Major Media Formats, and How Does Out of Home Media Compare? Retrieved from www.adoptahighway.com/Blog/post/2012/10/10/What-Are-the-Advantages...
• Marquit, M. (2012, April 18). What is a Middle Class Income? Middle Class Family? Retrieved from www.bargaineering.com/articles/middle-class-income-middle-class
• N.A. (2015). Smart phones under fifty dollars. Retrieved from www.BestBuy.com
• Pearson Education Inc. (2015, may 23). Live Chat 2. Retrieved from www.ctuonline.edu/5.23MKTG_630_03_215_6_3_0_1
• Pearson Education Inc. . (2015, May 30). Live Chat 4. Retrieved from www.ctuonline.edu/5.30MKTG630_03_215_6_3_0_2