Week 9x - MKTG 4890 Week 9x Group Assignments Presentation...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: MKTG 4890 Week 9x Group Assignments Presentation Schedule (T/R) Tuesday, Nov. 3 Groups 1-3 Presentation 1 Situation Analysis Situation Thursday, Nov. 5 Groups 4-6 Presentation 1 Situation Analysis Tuesday, Nov. 10 Groups 3-1 Presentation 2 Marketing Strategy Thursday, Nov. 12 Groups 6-4 Presentation 2 Marketing Strategy Marketing Tuesday, Nov. 17 Groups 1-3 Presentation 3 Marketing Budget Marketing Thursday, Nov. 19 Groups 4-6 Presentation 3 Marketing Budget Tuesday, Dec.1 Groups 1-3 Final Presentation Thursday, Dec. 3 Groups 4-6 Final Presentation Thursday, Thursday, Dec. 10 Written M. Plan due (by 1:00 p.m. ) Assumptions 1. Product to sold by existing sales force on a Product commission basis (it is an add-on product) commission 2. Product is new to the market 3. Present economic climate will last for two Present years and then start to improve years 4. Product will remain on the market in one form Product or another for 5 years or 5. Prices will fall by 30% over the next 5 years Prices (but not in Years 1 and 2) Group Assignments Group 1- Canon PIXMA printer Group 2- Incense Holder Group 3- Victor Regulator Group 4- Canon PIXMA printer Group 5- Incense Holder Group 6- Victor Regulator Products Canon PIXMA iP100 Photo Printer: Retail price $250.00 B/W and Color 4X 6 photos Wireless Printing Capability Battery/car adapter Suggested Market segments: Real Estate brokers 4/5 Star Hotels (for use in guests’ rooms) Sensual Incense Holder Originally designed for Victoria’s Secret Can be sold as stand alone or as “freeby” Can with purchase of other merchandise with Priced at $ 10.95( with purchases) or higher Priced if alone if Target markets: Boutiques Hairdressing Salons, Spas etc. Victor 250 Regulator Designed for gas cylinders Reduces pressure to required levels for Reduces welding equipment welding Target market: Manu. of gas cylinders Texas/National A. Executive Summary B. Situational Analysis 1. Micro Environment 2. Macro Environment 3. Product and Customer C. Marketing Objectives D. Market Selection E. Marketing Strategy F. Financials E. Recommendations Marketing Planning Outline A. Executive Summary (2 to 3 Pages) Marketing Plan Overview 1.Key Points of Marketing Plan 1.1 Situational Analysis 1.2 Marketing Objectives 1.3 Market Selection 1.4 Marketing Strategy 1.5 Financials 2.Organizational Mission and Marketing Plan Relationship B. Situational Analysis The Environment The A. Your Industry and Product/Service Description 1. Describe the Industry (U.S. Only) 1. 2. Describe the Business (U.S. Only) 2. 3. Describe the Product/Service and the Fit 3. B. Micro Environment 1. Describe the Market Potential 1. 2. Define the Actual Market Size 2. 3. Describe Demand Trend for Product/Service 3. 4. Identify Current Market Segments 4. 5. Describe Market Segments Currently Targeted 5. 6. Specify Immediate Important Competitors (Top 5) 6. The Environment Describe Differential Advantage(s) by Describe Segment Segment 8. Describe Product/Service Usage 8. 9. Compare the Competitive Players 9. 10. Compare Competitor’s Resources 10. 11. Identify Additional Segments to Target 12. Analyze Potential Competition 12. C. Macro Environment 1. Define the Impact of Economic Trends 1. 2. Define the Impact of Social/Cultural Trends 2. 3. Define the Impact of Political/Legal Trends 3. 4. Define the Impact of Related Technology 4. 7. 7. Product and Customer Evaluating the Product as an Innovation. Evaluate the innovative characteristics of the product as perceived by intended market: product 1. Relative advantage 1. 2. Compatibility 2. 3. Complexity 3. 4. Trialability 4. 5. Observability 5. Major Problems and Resistance to Product Major Acceptance Acceptance - Based on the above, list the problems and resistance to market acceptance of the product. resistance Customer Analysis: Consumer Who they are: Purchaser User What they buy: Amount Brand, features Usage situation Where they buy it: When they buy it: Time of year On sale/promotion Customer Analysis (cont.) How they choose: Decision participants Process Info. sources Why they select a product: Customer value Functional attributes Service Image Brand equity 3. Customer Analysis (B- to B) Describe the market(s) in which the product Describe is to be sold: is 1. Characteristics of Customer Groups and per capita purchases by: and - Intended use of product - Firm size Firm - Firm income Firm - Geographic region Geographic Customer (B –to B) 2. Distribution of Product 2. - Typical retail sales outlets (Product Sales by retail store group) (Product - Typical middlemen (Product Sales by Middlemen- type) Sales 3. Competition Competition Competition (Describe the significant differences existing between your product and competition’s product). product 1. Competitive product(s) 1. 2. Competitive price(s) 2. 3. Competitive promotion 3. 4. Competitive distribution methods 4. Competition 1. (Continued…) Direct Competitors 2. Substitute Products 3. Price - Price range for competing products Price - Price range for comparable products Price 4. Advertising and promotion - Major advertising media customarily used to reach the target market used - Sales promotions customarily used (coupons, sampling, etc.) (coupons, C. Marketing Objective(s) The section should reflect, in your judgement, the most effective ways to overcome the problems described above and to produce maximum sales/profit. 1. Target Market (s) (specific description Target of the market) of 2. Market penetration and coverage © D. Market Selection D. E. Marketing Strategy A. Product Strategy 1. Name 1. 2. Objectives 2. 3. Package Adaptation 3. 4. Product features 4. B. Pricing Strategy 1. Pricing Objectives 1. 2. Selling price 2. 3 Middlemen discounts or markups Middlemen 4. Gross margins 4. E. Marketing Strategy C. Promotion Strategy 1. Advertising 1. - Objectives Objectives - Media mix Media - Message Message - Costs Costs 2. Sales Promotion 2. - Objectives Objectives - Coupons Coupons - Premiums Premiums - Costs Costs 3. Personal Selling 3. - Objectives Objectives Marketing Planning Outline F. Financials F. a. Operational Budgets 1. Prepare an Operational Budget 1. b. Final Forecasts 1. Calculate Final Forecasts 1. Effective Communications 0 Step 1. Determining the Communication Objectives Sales force Objectives Make Sale Make Contact Create Interest Create Create preference Create Deliver Proposal Keep Customer Keep Sales Promotion Objectives Business-Promotion Objectives Generate Business Leads Stimulate Purchases Reward Customers Motivate Salespeople Business-Promotion Tools Conventions Trade Shows Sales Contests Sales Force Promotion Motivation Effort Performance Rewards Satisfaction Advertising Objectives Corporate Image Corporate Create Right Climate Create Reach Inaccessibles Reach Reach Unknowns Reach Generate Leads Generate Aid Communication Aid Stimulate Primary Demand Stimulate 0 Step 2. Select Communications Channel Personal Communication Channels Nonpersonal Communication Channels 0 Step 3. Establish the Budget Affordable % Of Sales Competitive Parity Objective & Task Relationship of Market Share to Key Operating Ratios Financial/Operating Ratios, % 20% to 30% 30% to 40% Capital Structure:: Investment/Sales Receivable/Sales Inventory/Sales Operating Results: Pre-Tax Profits/Sales Purchases/Sales Manufacturing/Sales Under 10% Over 40% 10% to 20% 68.66 15.52 9.30 67.74 14.00 8.97 61.08 13.96 8.68 64.66 15.13 8.68 63.93 14.48 8.16 -0.16 45.40 29.64 3.42 39.90 32.61 4.34 39.40 32.11 7.60 32.60 32.95 13.16 33.00 31.76 Marketing/Sales R&D/Sales Capacity Utilization 78.00 Product Quality: % Superior Minus % Inferior 10.60 2.60 9.88 2.40 74.70 9.06 2.83 77.10 10.45 3.18 78.10 8.57 3.55 75.40 14.50 20.40 20.40 20.10 Promotional Timing Patterns Promotional Concentrated Level (1) Rising (2) Falling Alternating (3) (4) (5) Continuous (6) (7) (8) Intermittent (9) (9) (10) (11) (12) Number of messages per month Month Estimating Sales Market Penetration (Units) 1200 1000 800 700 600 400 200 100 0 0 1 2 3 4 5 250 450 penetration 1000 Sales Budget year 1 Q1 Q1 Units Price/ Unit Sales 10 $10k $100k Q2 15 $10k $150k Q3 20 $10k $200k Q4 55 $10k $550k Total 100 $10k $1000k Sales Budget (years 1-5) Year1 Year2 Year3 Year4 Year5 Total Sales Sales Units Units 100 150 $10k 200 $9k 250 $8k 300 $7k 1000 $8.8k Price/ $10k Price/ unit unit Sales Sales $1m $1m $1.5m $1.8m $2.0m $2.1m $8.4m Sales Budget year 1 Q1 Q1 Units Price/ Unit Sales 10 $10k $100k Q2 15 $10k $150k Q3 20 $10k $200k Q4 55 $10k $550k Total 100 $10k $1000k Sales Budget (years 1-5) Year1 Year2 Year3 Year4 Year5 Total Sales 100 Sales Units Units Price/ $10k Price/ unit unit Sales $1m Sales $1m 150 $10k 200 $9k 250 $8k 300 $7k 1000 $8.8k $1.5m $1.8m $2.0m $2.1m $8.4m D. FINANCIAL STATEMENTS Marketing Budget 1. Product Cost 1. 2. Selling expense 2. 3. Promotion expense 4. Advertising Pro Forma Annual and 5-Year Profit and Loss Statement and Pro Forma Financials(year1) $K Q1 Q2 Q3 Q4 Total Sales 100 150 67.5 82.5 200 90 110 550 1000 Less Cost of 45 Less Goods Sold Goods Margin 55 247.5 450 307.5 550 Less: Marketing Expenses $K Personal Personal Selling Sales Sales Promotion Promotion Advertising Advertising Net Profit 25 25 15 10 10 5 25 0 5.5 52 25 0 0 85 25 25 4.5 248 100 40 20 390 Pro Forma Financials (yr1-5) K$ Years Sales of GSold of 1 1000 2 1500 675 875 3 1800 810 990 4 2000 900 1100 1100 5 2100 945 1155 1155 Total 8400 3780 4620 Less C 450 Less Gross 550 Margin Less: Marketing Expenses (K$) Personal Personal Selling Selling 100 120 150 25 5 20 5 100 20 5 895 90 15 5 640 120 40 Sales 40 Sales Promotion Promotion Advertising 20 Net Profit 390 675 815 1045 3820 Pro Forma Financials(year1) $K Q1 Sales Gross Margin 100 55 Q2 150 67.5 82.5 25 0 5.5 52 Q3 200 90 110 25 0 0 85 Q4 550 247.5 307.5 25 25 4.5 248 Total 1000 450 550 100 40 20 390 Less Cost of GS 45 Less Marketing Expenses Personal Selling 25 Sales Promotion 15 Advertising Net Profit 10 5 Pro Forma Financials(year1) $K Q1 Sales Margin 100 55 Q2 150 67.5 82.5 25 0 5.5 52 Q3 200 90 110 25 0 0 85 Q4 550 247.5 307.5 25 25 4.5 248 Total 1000 450 550 100 40 20 390 Less Cost of GS 45 Less Marketing Expenses Personal Selling 25 Sales Promotion 15 Advertising Net Profit 10 5 Pro Forma Financials (yr1-5) K$ Years Sales Less Cost of GS Gross Margin 1 1000 450 550 2 1500 675 875 3 1800 810 990 4 2000 900 1100 5 2100 945 1155 Total 8400 3780 4620 Less Marketing Expenses Personal Selling 100 120 150 100 90 640 Sales Promotion 40 25 20 20 15 120 Advertising 20 5 5 5 5 40 Net Profit 390 675 815 895 1045 3820 ...
View Full Document

This note was uploaded on 03/09/2011 for the course MKTG 4890 taught by Professor Staff during the Fall '08 term at North Texas.

Ask a homework question - tutors are online