39.163 million. The net sales of the company have increased by positive 3.5 percent as opposed to the last quarter’s performance. The operational income has declined by 4.1 percent at a constant rate.The net income of the company has also dropped by 1.4 percent (Lu et al., 2015). Thus, this marketing plan aims at adjusting the net sales of the company by a definite increase of 1.6
RAY BAN MARKETING PLAN6percent. The operational income will also be adjusted with a marked increase of 1.5 percent. The plan will also assist the company to improve its net income to about an increase of 5.6 percent. Proposed Marketing BudgetThe company is in a position of producing about 46.6 million of the sunglasses with 26.1 million being the prescription frames. The budget allocated in the marketing plan for commercialization of the company's sunglasses products was 15 million dollars. This amount was assigned to different channels of marketing and even the expenses incurred during the production process. The primary aim of the company was to reach the targeted market of both female and male of the age between 18 and 35 (Hollensen, 2015). This group of individuals could be found in various channels, and the company has opted to adopt different promotional methods to ensure that it reaches the targeted audience for its product. The budget for the plan was set to last for the one year of the marketing campaign as scheduled by the marketing team. The following is the breakdown of the marketing budgeted as planned in this scheme. The production of the company's brand was set to take 915,000 of the US Dollars. The advertisement of the product through the television will take 2,036,668 US dollars. The print publication will also be carried on various national and international magazines as well as the newspapers. The set budget for the print media advertisement is $6.105 million (Westwood, 2013). The personal sales will also be embraced by the company through physical interaction with the potential consumers and even catching some new customers on the ground. The process will entail providing the gifts, capons, among other things that could attract customers to purchase the product. The budget allocated for the personal promotional sales is $4.5 million. The company will also carry the marketing campaign at its showrooms and shops located in various major cities and small cities. It will be giving various offers like gifts and even the
RAY BAN MARKETING PLAN7discounts whereby one will be allowed to purchase at least one of the company’s sunglasses to acquire another for free. The budget allocated for this indoor marketing is $1.5 million. The marketing team will also receive some commissions based on their sales volume. In that case, thetotaling budget will be $14.998 million, with some cash allowed for any emergency. Situation Analysis (SWOT)The marketing setting for the Ray-Ban is exposed to the opportunities that are overwhelming, but it is also full of the challenges that the company believes that it may successfully meet. The SWOT analysis indicates the sketch for the thumbnail of the position of the firm within the market (Lu et al., 2015). The company has developed the impressive
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