Upload
wilfred-kelly
View
220
Download
2
Embed Size (px)
Citation preview
Agenda
Product Introduction
Situation & Trend
Marketing Segmentation
Target Market
Market Needs
Market Objectives
The value Proposition
Product Position
Competition
Distribution Strategy
Price Strategy
Markteting Communications
Finacial Analysis
Conclusion
Target Market Market Needs
Outdoor enthusiasts
Campers
Hikers
Picnics
Sanitation
Staying secured to a table
Durability
Convenience
Protection from the
environment
Target Market
Short-term Long-term
Create brand awareness
and product differentiation.
R.E.I. exclusivity
Develop customer
relationships.
Have a 35% local market
share
Become one of the top
brands
Expand Smart Cover
distribution.
Marketing Objectives
Product Position
0.5 1 1.5 2 2.5 3 3.5 4 $-
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
Tote bag
Food umbrella
Picnic table cover
Smart Cover
Quality
Price
Distribution Strategy
Warehousing/Office
In store placement
Vertical marketing system
Contractual VMS
Pricing Strategy
Acquisition cost
Selling Price
Suggested Retail Price
$0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00
$23.85
$46.00
$59.99
Conclusion
Innovative new product
Strategy projects year one profits
Product allows for growth
Learning objectives
Reference
Kolter, P. & Armstrong, G. (2014) Principles of Marketing. Upper Saddle NJ:Pearson
Maps of world (2013). Retrieved from http://www.mapsofworld.com/usa/national-parks/maps/major-national-park-usa.jpg
Q&A Retrieved from http://www.digit-8.com/wp-content/images/question-comments-concerns-blog.jpg