PLACE MARKING RUBRIC HERE
Marketing Mix Plan for
XXXXX
MKT1003 – Introduction to Marketing
Executive Summary
<Overview of plan including objective>. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here
<Summary of Marketplace Environment>. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here.
<Target Market and positioning>. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here
<Primary Marketing Mix Factors used in the plan>. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here.
<Timeline>. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here
<Evaluation>. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here.
<Benefit to the company>. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here.
Approximately 350-400 Words (remember your Executive Summary is not included in your word count).
Executive Summary 4
Introduction and Company Background 6
Situation Analysis 7
Market Analysis 7
Environmental Analysis 7
Political Analysis 7
Economic Analysis 7
Social Analysis 8
Technological Analysis 8
Legal Analysis 8
Company Analysis 8
Competitor Analysis 9
Consumer Analysis 9
SWOT Analysis 10
Objectives 11
Marketing Objectives 11
Target Market & Positioning 12
Positioning Strategy 12
Marketing Strategies 14
Product 14
Price 15
Promotion 16
Place 17
Evaluation and Control 18
Implementation & Schedule 19
Gantt Chart 19
Conclusions and Recommendations 20
Reference List 21
Introduction and Company Background
Introduction
<Overview of the reasoning behind the marketing plan> The reason behind the marketing plan is to provide an avenue through which those in the field of social work and community development such as Logan Together can find amicable ways of marketing their profession and also their products. The products as in the interest of the marketing plan encompass particular non-profit services, as well as, ideas that are socially desirable together with their causes such as charity giving and community involvement. The marketing plan also serves as a manner in which change in the Logan community can efficiently be effected. Generally, the plan would make it entirely possible for the conceptualization of the activities of the organization as a viable model that offers support to the Australian children.
Write approximately 100 words
Company Background
<Who is the company>. Logan Together is a whole, as well as, a long-term campaign in the Logan community for the creation of only the best opportunities of life for each minor in Logan. It is a group made of different of people drawn from the broad community sharing an immense passion for the future life of children. The organization holds that by merging the experiences of the community, it can sufficiently build real change. This is because the company believes in the ideology that it takes the efforts of a whole community in raising their children.
<History of the company>. The concept of the Logan Together was born from a working party during in 2014 leading to its formation in July 2015. Its aim of formation was to have a positive impact on the developmental process of a child while will also have a direct impact on its community for the next ten to twenty years. Worth noting is that the organization, since its inception, has continued attracting national attention because of its new, as well as, innovative ways of promoting livelihoods of children in the Australia Society.
Write approximately 150 words
Situation Analysis
Market Analysis
<Indicate what is happening in the marketplace> the market of operation for Logan Together presents immense opportunities because of the availability of enormous gaps regarding the wellbeing, as well as, the health of the children in this locality. Essentially, the market has more space for the creation of more developmental and educational opportunities together with the best medical care possible. This is because the future of the young people is entirely significant for the Logan society. With the campaign stipulated to last for a period of ten years utilizing a collaborative approach towards early childhood development, the existing gaps in the marketplace can sufficiently be closed thereby enabling the achievement of greater milestones. ("About Logan | Logan Together", 2016)
Write approximately 100 words.
Macro Environment Analysis
Political Analysis
<Identify approximately 3-4 major political influences on the marketplace, if any. Use bullet points and make sure to reference your facts>
High interference from the government because of its capitalistic-liberal nature.
Comparatively favourable system of taxation.
Good political climate that is relatively calm.
Efficient administrative policies.
Economic Analysis
<Identify approximately 3-4 major economic influences on the marketplace, if any. Use bullet points and make sure to reference your facts>
Continuous economic growth of the marketplace
Economy largely dependent on the service delivery sector.
Stable, as well as, strong financial system.
It is a relatively open market having very little restrictions.
Social Analysis
<Identify approximately 3-4 major economic influences on the marketplace, if any. Use bullet points and make sure to reference your facts>
Relatively diverse society with a majority being a young population.
High literacy levels increasing the education levels of the locals.
Focus has been put on the assimilation of different cultures in the Logan community to adopt the otherwise dominant Australian traditions.
No officially proclaimed religion as all religions and non-religious society makes up significant portions of the community.
Technological Analysis
<Identify approximately 3-4 major technological influences on the marketplace, if any. Use bullet points and make sure to reference your facts>
The transport system in this society is highly improved for the carriage of goods, as well as, passengers. They include rail, road and also air transport.
Internet availability has been improved through a host of several technologies.
Research, as well as, development (R&D) in the energy sector have culminated to better and efficient use of energy.
Improvement in the telecommunication sector thus improved communication processes.
Legal Analysis
<Identify approximately 3-4 major legal influences on the marketplace, if any. Use bullet points and make sure to reference your facts>
Procedure for setting up an organization in this market is relatively simple.
Strong laws relating to rights of intellectual property
Well stipulated laws concerning illegal trading practices.
Generally flexible laws in the Australian market.
Micro Environment Analysis
Company Analysis
<What are 3 major positives regarding the company/brand. Use bullet points>
Bringing together every provider of social services and all governmental levels for purposes of aligning their course with measurable targets.
Organization of a broad civil community for the promotion of rights.
Promotion of a happier, healthier and also better education for the children growing up in the Logan City.
<What are 3 major negatives regarding the company/brand Use bullet points>
Difficulty in differentiating itself from other departments of the government and also the non-governmental organizations offering their services in the region.
Establishment of short-term wins as opposed to the long term sustainability leading to improvements even in the future.
Inadequate culturally sensitive, as well as, relevant communication systems effective for the culturally diverse society served by the Logan Together.
<One-two sentence summary of the company> from the activities of Logan Together, it is clear that it’s continuing to mobilize resources so as to ensure that every Australian child gets the care, love and also the support that is required for their growth and development right from birth to every stage associated with childhood. Establishment of a joint collaborative system of priorities, as well as, a continuous culture of improving the said systems has sufficiently assisted in the identification and delivery of the shared vision of the organization. The realization of multiple impacts on the Logan community children will, in essence, be greater both in the short-run and also in the long-run.
Write approximately 100 words.
Competitor Analysis
<Identify up to 4-5 major direct competitors to the company/brand. Make sure to explain what is meant by a direct competitor. Make sure you identify your points of similarity (POS) and your points of differentiation (POD) from each competitor> Logan Together either experiences direct or indirect competition from the other organizations that have been set up in Australia. In this sphere, a discussion of the direct competitors of Logan Together will be identified. Also, a direct can be termed as those firms producing the same products within the same market.
Community Child Care Association- this is a community owned Non-Governmental Organization that takes keen interest in the development of children. Some of their POS with Logan Together are in the fields of children education, as well as, care services that support their growth.
Moose Family Centre- it is a large NGO located in Logan whose primary concern is seeing into the affairs of the youths of the community. Its primary interests in the affairs of the youth is the POD with the Logan Together Organization.
Logan Square Neighbourhood Association- an organization that assists children and their families in the Australian Community to develop initiatives such as the access to affordable health cares.
YFS- it is an NGO in Logan that caters for the less privileged, vulnerable e.g. children and the disadvantaged in the Australian society.
The Logan Child-Friendly Community Consortium (CFCC) - it is an organization that strives to bring people from different quarters on board for purposes of promoting and enhancing the health and also the wellbeing of little children. It has a direct POS because with Logan Together because of the great emphasis it puts on children welfare.
Write approximately 100-150 words plus include your competitive market summary
Competitive market Summary
Source: Do not forget to source your data
Consumer Analysis
<Who are they? Identify who are the primary purchasers of the product(s) in this marketplace; What do they purchase? (i.e., Identify what products they primarily purchase); When do they purchase? (i.e., when are customers most likely to purchase the product(s) in this marketplace. Where do they purchase? (i.e., Identify at what outlets they are most likely to purchase the product(s) in this marketplace); How do they purchase? (i.e., How do they go about purchasing the product(s) in this marketplace); and Why do they purchase (i.e., Identify for what reasons customers are most likely to purchase the product(s) in this marketplace). Use bullet points>
The Logan Together organization best offers its services to the residence of the Logan City in addition to the vision of spreading its scope to in the entire Australia. Most people subscribing to the services offered by the Logan Together are particularly young families having small children. Besides, the older generations have encouraged the ideals offered by this organization because of the immense benefits that have been witnessed from its activities. Basically, the early childhood development strategy of the organization has the capability of dramatically impacting the on city, as well as, the communities living in it.
Worth noting is that Logan Together has overtime attracted considerable national attention because of the manners in which it addresses the crucial social challenges facing the Australian community. Because of the initiative that Logan has considering the agreed health, social milestone and also the education of the children, the entity has established long-term relationships with the families, as well as the children who are specifically of interest here. This, as a result, is the reason for the continued support that Logan has received from its clients. Subscriptions to the services offered by Logan Together is done through the programs offered such as education to kids.
<One-two sentence summary of the customer in this marketplace>. The clients of the organization are an important element for the achievement of the sustainability required because of their adept participation in the projects started by the Logan Together.
Write approximately 200 words
SWOT Analysis
<Complete the table; ensure that you provide detail in the bullet points being made>
Objectives
Marketing Objectives
The smart objectives for Logan Together include corporate, marketing and also communication objectives.
<Explanation> its corporate objective is ingrained in the philosophy of cooperating with the government, individuals and also organizations that have the same objectives as it. This promotes the achievement of standardized results in the market of operation. The marketing objective of the firm ensures that its activities are broadly known in Australia. As a result, it will sell its aims and visions thereby increasing its acceptance in the society. Lastly is the communication objective. Streamlining the communication processes in its structures will serve as an improvement regarding the activities that are conducted in the entity.
Write approximately 50-75 words.
Target Market & Positioning
Selection of Target Market
<Identify the target market chosen for this plan and justify why> the primary product offered by Logan Together is inform of a service by virtually bringing everyone together for the improvement of the outcomes got from the Logan kids. Logan Together mentions that they have heard of several stories regarding the juveniles and criminal activities by the youth. Consequently, they have put their interest in children for them to start in the right manner their growth and development making children and the youth the primary basis for the organization. In addition, it strived to limit the occurrence of delinquencies that has proving to be a challenge in the Australian minority population because of a limit in the care offered to the growing population.
Based on place, the Logan Together is situated in Logan City where it conducts most of its activities. However, it harbors the aim of expanding into other areas of Australia. This is because the problem at hand regarding early childhood development is not only one which faces the Logan City but Australia as a whole. Notably, the entity has also taken up promotional activities so that the information regarding its activities reach those having infants and children. Basically, the concept of product, price, promotion and place are significant for Logan Together to meet its objectives.
Write approximately 150-200 words
Positioning Strategy
Positioning Strategy
<Identify which positioning strategy you will use. Generally there are two major strategies: price and differentiation. Your choice must be based upon your competitor POS and POD analysis>
A fundamental positioning strategy that can be used for Logan Together is the differentiation strategy. Through this strategy, the organization will be able to develop a place for itself in the marketplace by perceiving what makes the entity unique and can possibly be incorporated into its daily activities in relation to the competitors. Besides, Logan Together should ensure that the PODs are primarily applied in here. This means that the competitor should put more emphasis on the services not offered by its competitors. The brand and marketing position of the services offered by the organization would also be a vital strategy in claiming its market position.
Write approximately 100 words
Positioning Attributes
<Identify what 2 product/service attributes you will use to achieve this strategy, Justify based upon the opportunities identified in the SWOT analysis> A possible way to achieve this would be to offer entirely different services i.e. inculcate uniqueness, from those of the competitors mentioned earlier on. It should thus put more effort in the affairs of infants and provision of better services in regards to the children. This is an important concept because multiple other entities are more interested in the affairs of the youth. The organization can also invest in more expertise who are able to confidently interact with the children and promote the desired outcomes. This is because children can only open up and socialize with those that can adequately conform to their ideologies. However, this expertise should be reflected throughout the systems of the company’s administration.
Write approximately 100 – 150 words plus include your positioning map/s
Perceptual Map/s
Marketing Mix Strategies
Product/Service
<Define the core benefit offered by the product/service>.
<Define the actual product/service offered; e.g. materials used on manufacture, branding, packaging, labelling etc.>
<Define any augmentation of the product/service>
Defining the product/service attributes
<If primarily focused on a service offering define PEOPLE here>. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here.
< If primarily focused on a service offering define PROCESSES here > Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here.
< If primarily focused on a service offering define PHYSICAL ENVIRONMENT here > Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here.
Write approximately 300 – 350 words
Price
<Identify the cost of the product to the customer. There are two primary pricing strategies you can use; market penetration, or skimming. Generally if this is an established marketplace then you will price based upon your competition and your positioning strategy against them. If this is the one and the only product in the marketplace and there are no substitutes then you will base your price based upon what the customer is willing to pay for the benefit offered. Justify your strategy based upon the overall objective of the marketing plan> Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here.
Write approximately 150 – 200 words
Promotion
<Your promotional strategy must reflect your positioning strategy. This means that the message you are sending to the market be relative to the positioning strategy. Develop a 3-6 word sentence that can be used to portray this strategy. For instance, Toyota use “oh what a feeling”. Also the media chosen to communicate the message must be the same media that your target market consumes. As such the message must be the same across all the media used. You should also include the type of advertising you will use and justify your choices –remember who you have chosen as your target market and how will this enable you to achieve your objectives> Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here
Write approximately 200 words
Place
<Identify the distribution chain you will use to transfer the product/service from the manufacturer to the consumer. What strategy will you use to get the distributors to take on the product: push or pull? Justify> Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here.
Example of distribution model
Write approximately 150 words
Evaluation and Control
<Identify three measures you will use to evaluate your marketing plan and also place in the table provided. Justify. Remember these evaluation measures must be relative to the objectives of the marketing plan. Refer to which provides a guide to the various metrics available to you relative to the objectives chosen. You should use more than one marketing metric to evaluate your plan.> Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here
EVALUATION OF XX GOAL/OJECTIVE
Write approximately 150- 200 words
Implementation & Schedule
<Provide a 1 year timetable of when things are going to happen and who is going to do them. Justify in the text area. Make up your Gantt chart and place after the text> Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here.
Write approximately 150 - 200 words
Gantt Chart
(EXAMPLE ONLY)
Conclusions and Recommendations
<Provide an overall conclusion to the marketing plan and provide justifications. These may be based upon the justifications already provided; also provide what major recommendations you feel need to be put in place to make the plan succeed. Please make sure that your conclusions and recommendations follow logically from the target market and the positioning strategy through to the marketing mix and evaluation and control and all these are based upon your overall objective. There must be continuity of thought throughout the marketing plan> Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here. Place text here
Approximately 150 Words
Reference List
About Logan | Logan Together. (2016). Logantogether.org.au. Retrieved 27 April 2016, from https://logantogether.org.au/about-logan/
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