Andromed.Bolt.Marketing

Andromed.Bolt.Marketing - AndroMed, Inc. Bolt Detergent...

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AndroMed, Inc. Bolt Detergent Three Year Marketing Plan December 6, 2010 Submitted by: Tyler Bourne, Product Development Manager; Kamal Hasanov, Chief Financial Officer; LeAnna Kaiser, Public Relations Specialist; and Cristina Madrid, Advertising Specialist
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Table of Contents: Executive Summary Company History and Description History Mission Statement Marketing Objectives Core Competencies SWOT Analysis External Environment Economic Environment Industry Environment Competitive Environment Target Market Demographics Psychographics Geography Marketing Strategies Product Price Promotion Distribution Budget Projected Financials Media Budget Schedule Financial Timeline Implementation—Monitoring Appendix Notes Sources
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Executive Summary Bolt detergent is an antimicrobial laundry detergent for home use. Bolt’s marketing plan utilizes the strong customer service, respect, quality, and innovation foundation that AndroMed, Inc. is founded on. Until now, AndroMed has been a for- industrial-use-only manufacturer. Its cleaning products, used in the medical industry, have had tremendous success, gaining and keeping market share since 1998. Today, AndroMed is looking for expansion opportunities and Bolt is the answer to AndroMed’s emphasis on research and development. Bolt will be targeting women, ages 21-55 in the United States who have the desire to keep their homes and all within clean, safe, and healthy. Due to Bolt’s chemical properties, clothes do not pick up bad odors because the microbes causing the smell are not allowed to penetrate the fabric, due to the infusion that Bolt causes. These effects last a week and will allow for laundry to be less frequent. These benefits of Bolt will be featured through magazine advertising, television commercials, social networking on Twitter.com, and coupon promotions. The combined budget for advertising and production is $$$$$$$$$$$$, and by year three sales should be at $$$$$$$$$$$$$$. Bolt plans to go national with its product by the end of 2012, and has a proactive plan to quickly become a household name in the United States. AndroMed’s industrial antimicrobial detergent has flourished in the medical field. There is pent up demand from medical professionals who have wanted this product to be available to consumers, but until now AndroMed has been unprepared to meet this demand. The solution to this lies in Bolt. With its variations on the industrial strength products and an aggressive marketing campaign, Bolt is sure to exceed growth expectations. Company History and Description Company History: Andromedic company was founded in 1990 as a medical cleaning products company. Emphasizing customer relations, the company created divisions for the main U.S. geographic service areas in 1995. Focusing on innovations in anti-germ technology, Andromedic successfully took market share of
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This note was uploaded on 02/11/2012 for the course BUSINESS 363 taught by Professor Kazura during the Spring '11 term at Berea.

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Andromed.Bolt.Marketing - AndroMed, Inc. Bolt Detergent...

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