好例文marketing plan

好例文marketing plan

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Unformatted text preview: First Row (from left to right): Stacey Sun, Yujing Chen, Rong Xiao, Navneet Basson, Hina Maheri, Tingting Yang. Second Row (from left to right): Marisa Walcott, Nevannie Parnell, Peri Elmokadem, Abilarsa JK, David Morris, Imad Ahmed Farooqi. 1 Table of content: I. Executive Summary 3 II. Situation Analysis 4 A. Demand 4 1. Customer Profile 4 2. Market Size 5 3. Purchasing Behaviour 7 B. Competition 8 1. Product 9 a. Generic Market 9 b. Product Market 10 2. Price 14 a. Cost 14 b. Wholesale Price 14 3. Distribution 14 a. Channel Type 14 b. Logistics 15 4. Promotion 16 a. Advertising 16 b. Sales Promotion 17 5. Market Share 18 6. Product Differentiation 20 7. Swot analysis 21 C. Environmental Climate 22 1. Social/Cultural 23 2. Economic 23 3. Technological 25 4. Political/Legal 26 III. Recommendation 28 A. Mission Statement 28 B. Marketing Research 28 C. Your Segmentation, Target and Positioning 29 D. Product 29 1. Product Strategy: Core, Actual, Augmented Product 29 2. Target Market 32 3. Targeting Strategy 32 4. Product Positioning 32 5. Product Differentiation 33 E. Price Issue : 34 1. Pricing Strategy 34 2. Actual Price 35 F. Distribution 36 2 1. Distribution Strategy 36 2. Channel Type 36 3. Service Level 36 G. Promotion 37 1. Advertising - Objectives and Strategies 37 2. Sales Promotion - Objectives and Strategies 39 H. Budget 41 1. Financial Statements 44 2. Break-even Calculations 45 IV. Appendices I. Executive summary Silhouette SatisfAction is owned by Danone Canada, which is a popular manufacturer of dairy products. This corporation produces four popular brands such as Silhouette, Activa, DanActive, and Danino. As the yogurt market rapidly increases throughout Canada and the United States of America, the competition among yogurt manufacturers becomes intense. However, this four- year marketing plan developed by our marketing group will aid in reassuring the sales profitability and customer relationships as it meets the needs of customers. Although Danone has been in existence for 43 years, Silhouette SatisfAction is a fairly new perishable product and is undergoing its growth stage of its product life cycle. As this product continues to be successful, research has proven that the yogurt target market (consisting mostly of women) seems to be more health conscious than a couple of decades ago. Hence, our main objectives are to inform, persuade and remind consumers about the benefits of this exclusive yogurt. What makes Silhouette SatisfAction is unique is that it quenches ones hunger more than any other yogurt, making it more beneficial than other yogurt products. This particular type of yogurt seeks to meet all the demands of consumers as it is delicious, fat-free and healthy....
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好例文marketing plan

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