Wk 3, Marketing Plan Approach, completed 082017.docx -...

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MARKETING PLANAPPROACH1Marketing Plan ApproachElizabeth JohnsonGrand Canyon University: AMP/425August 20, 2017
MARKETING PLAN APPROACHAn effective marketing plan is a documented scheme for selling the chosen products, and/or services, of a business. It signifies the marketer’s sincerity in surpassing the company’s competition. A serious marketer develops detailed stratagems, with a goal to increase the organization’s market share, and attract consumers. This paper will create a strategy for unveilingan advertising proposal for White Cloud 3-Ply Ultra Bathroom Tissue, to secure the interest of the product’s primary target market, millennial, or Generation Y, (Gen Y), buyers, by highlighting its durability and softness, as well as being ecologically friendly.Five-Step Marketing Research Approach Successful marketing campaigns are the result of tactical study methods, otherwise known as marketing research. It is, “the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions”, (Kerin & Hartley, 2016, p. 162). While no research strategy is completely foolproof, the five-stepmarketing research approach is a sound procedure for assisting marketers in garnering solid data upon which to base marketing actions. This approach consists of the following steps:1.Define the problem2.Develop the research plan3.Collect the relevant information4.Develop findings5.Take marketing actions, (See Appendix A).Define the ProblemIn an economy that is continuing to rebuild, many consumers are still concerned about saving money. One of the household items that individuals have chosen to spend less on is bathroom tissue. Also known as toilet paper, bathroom tissue is, “a soft, lightweight paper used in bathrooms for personal cleansing”, (thefreedictionary.com, n. d.). In order to clearly define this problem, it was necessary to establish research objectives and identify possible marketing 2

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