...MARKETING PLAN Laura Hession Edward McNeil Maria Bogan Kathryn Neely GM600 Keller Graduate School of Management COMPANY DESCRIPTION| We are Digital Computation, LLC. We’ve created an innovative way to assist restaurant owners in the Indianapolis area. This marketing plan is designed for Digital Computation, LLC with the main purpose of creating local awareness of its handheld, mobile Point-of-Sale (POS) digital products to be used in the restaurant industry. We assist owners by providing them with the solution to enhance their customer service, while at the same time increasing their bottom-line. Digital Computation, LLC exists to provide clients with the necessary tools and information to be successful in a constantly growing market of electronics and technological advances for the restaurant industry. Our logo represents working together with technology. The two “I’s” in Digital represent “I” the customer and “I” the waiter/waitress. We want to help build an excellent customer experience. Our focus is to create strong partnerships with our clients in the restaurant/food industry in a never ending attempt to increase awareness and a POS-itive image. Our initial city of focus will be the Indianapolis Metro area. As of 2010, Indianapolis Metro Area's population was 1,728,146 people. Since 2000, it has had a population growth of 13.40 percent. The median home cost in Indianapolis Metro Area is $119,000. Home appreciation the last year has been -1.36 percent...
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...DIGITAL MARKETING PLAN – OLA AUTOS DIGITAL MARKETING PLAN – OLA AUTOS Done by: Ayush Srivastava - 32 Manjula Puranik - 77 Tanika Naik - 160 Done by: Ayush Srivastava - 32 Manjula Puranik - 77 Tanika Naik - 160 INTRODUCTION The internet and ascents in digitization and social networking have transformed how companies reach out and connect to their clients and partners. Digital marketing has proved to be a commanding enabler and radical of business models. We see its consumption going beyond the normal boundaries of geography and time. Flourishing evidence points that a persistent digital presence, based on a sound understanding of the eccentricities of the digital landscape, transforms into major business value. For our Digital marketing plan we have selected Ola Auto services as it is a new service with little digital marketing if any done as of now. Our digital marketing plan for the same is as given below. Target Audience Keeping the product in mind, the plan aims to target the masses, hence we will be having multiple targets, with varying priorities which are as follows: * Young College Going Students – Priority 1 * Profile: 18-25 yrs, budget constraints, irregularity in buying patterns, maximum consumption on weekends * Requirements: Availability in the evenings, especially on weekends, last minute bookings, short distance travel * Expectations: Cheap fares, Quick and hassle free service, gps for unknown locations, music...
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...Visa, Inc. Marketing Audit Approach for Digital Global Payments Technology Visa, Inc. Marketing Audit Approach for Digital Global Payments Technology Introduction Visa, Inc. (Visa) is one of the leading global payments technology companies that operates as the middle-man in connecting consumers, banks, businesses, and the government in the use of digital currency transactions. Compared to its competitors (MasterCard, Discover, and American Express), Visa is able to manage more than 10,000 transactions per second with high-level security and convenience to all of its customers. Visa has offices around the world and employs approximately 5,500 people with three data centers in different continents. In this day and age, most people utilize credit cards and debit cards for purchases and bank transactions. Checks are out-dated and are not accepted by most merchants. Around the world, transactions in every form are becoming paperless. What people do not realize is that Visa does not issue credit/debit cards nor extends credit to customers, Visa simply provides away for its customers, as stated above, to offer digital payments at the time of the transaction. The ability of a business to sustain a profitable existence in any industry can be an extreme challenge. Learning how to survive in the industry as a business for longevity relies on the decision-makers in the business in which, various techniques are considered in order to maintain a marketable competitive edge within...
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...“Business Development through Digital Marketing Campaign” Task One: Marketing Audit 1. 1) Identify the current and future challenges for the chosen organisation 2) For this evaluate in detail both external and internal environments from relevant information of a range of range of sources and analysis using appropriate marketing audit tools, frameworks, models for SWOT 2. Rationale for the choice of Digital Marketing Campaign with an evidence base for the development of the marketing plan Task Two: Marketing Plan To respond to a competitor’s digital marketing campaign to aid business development 1. Summary of the main findings (key issues) of the marketing audit (by highlighting) • the organizational situation through marketing audit as an evidence base for marketing plan 2. Details of marketing plan 1. Specific timescale 2. All necessary components of marketing plan 3. Competitor Analysis (Operational and Strategic elements of competitor’s digital marketing campaign 4. Availability of the organisation’s skills and resources 5. How to deploy the organisation’s skills and resources to achieve the desired outcome Task Three: Evaluation Report (Primary/Secondary data with reference) How the marketing planning process can respond to a competitor’s digital marketing campaign 1. Explanation and assessment of the way in which the marketing planning process can benefit...
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...02 Digital Marketing Strategy What’s inside: An introduction to some key terms and concepts and a guide to understanding strategy. We look at the questions to ask when compiling a digital marketing strategy, and a digital marketing strategy in action. Digital Marketing Strategy › What is marketing? Digital Marketing Strategy › Introduction 2.1 Introduction A strategy indicates the most advantageous direction for an organisation to take over a defined period of time. It also outlines which tactics and means should be used to execute this direction. Originating as a military term, strategy is about using your strengths, as well as the context in which you are operating, to your advantage. In marketing, strategy starts with understanding what the business wants to achieve, or what problem it wants to solve. It then considers the context in which the business and its competitors operates, and outlines key ways in which the business and brand can gain advantage and add value. In this chapter, you will learn: • How to define and distinguish business strategy, marketing strategy and digital strategy • The questions that need to be asked when assembling a digital marketing strategy 2.2 Key terms and concepts Term Definition Application programming interface (API) A particular set of rules and specifications that software programs can abide by when communicating with each other. It serves as an interface between programs and ...
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...MKT-305-1103B-11 phase 4 key assignment outline Cedarpoint communications One of the challenges of the virtual marketplace is to create marketing plans that include communicating online the company’s products and service opportunities and a hybrid plan that still takes traditional channels into account. A marketing plan follows the company’s business or strategic plan, which is focused on meeting the following two things: 1. The quantitative goals, such as revenue and market share reach 2. The qualitative goals, such as brand awareness and community goodwill This week, detail the promotional plan by defining the following: • What is the overall marketing message for your promotional plan? • Prepare 2 advertisements for cross-selling between traditional and digital options. The following are examples: o A magazine ad that promotes the company’s Web site o A banner ad that advertises the company’s Web site • Develop a 1-year media calendar focusing on a traditional and online hybrid of 4 media platforms. Your Key Assignment draft will organize the plan based on the research you have done during Weeks 1–3. Next, as you prepare the plan draft, outline the information to be included in the following sections: • What is the overall marketing message for your promotional plan? • Prepare 2 advertisements for cross-selling between traditional and digital options. Examples include the following: o A magazine ad that promotes the company’s Web site o A banner ad that advertises the company’s...
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...Marketing Plan Assignment Marketing Management Table of Contents Marketing Situation 4 SWOT Analysis 5 Objectives and Issues 6 Marketing Strategy 7 Value Proposition 7 Segmentation 7 Targeting 7 Positioning 8 Actions 9 Website 9 Outbound Media Messaging 9 Social Media Promotion 9 Specific Initiatives 9 Budgets, Assumptions, & Risks 10 Controls 11 Appendices 12 References 14 Introduction The Marketing Plan to launch the new Gerrarrom service to new users, is summarised below for January to June 2014. UK based early adopter academics at three specific universities, fit the high knowledge, heavy digital usage profile most likely to value a cutting edge internet experience given their collaborative digital enterprise, and likelihood to rapidly grow usage. Viral marketing is used to secure digital word-of-mouth recommendations from the targeted influencers by competing for attention, referals, and useage activity. The service is positioned for digitally productive academics needing a superior layer of compartmentalised internet, a less intrusive interface and an evolved content feed that provides the one stop shop for all public and private Social Media (SM) productivity. The plan covers the logical flow of considerations, goals and actions defined by Armstrong and Kotler (2012), for creation, definition and communication of value to the target segment. Marketing Situation Gerraroom will drive adoption via unforeseen modes...
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...MARKETING REPORT Group: Phan Xuan Linh (77139428) Shyam Mallan (77140430) Christian Andrea (77142477) Prakash Pothina (77144112) Shrey Sugla (77144256) CONTENTS INTRODUCTION 4 LITERATURE REVIEW 4 L'ORÉAL MARKETING PLAN AND CONSUMER BEHAVIOUR 6 Cultural factors: 6 Social factors 7 Psychological factors 8 CONCLUSION 10 APPDENDICES 10 REFERENCES 11 REPORT ON THE EFFECTS OF CONSUMER BEHAVIOUR ON L'ORÉAL MARKETING PLANS ABSTRACT: Consumer behaviour strongly affect the consumer buying process, hence marketers always want to know what is actually happening inside customer's mind in order to provide additional values of products to users to satisfy their needs and wants. However, it is mainly influenced by three key factors - cultural factors, social factors and psychological factors - that are vital conditions for every marketing strategy to be considered before launching in the market. In cosmetic industry, although L'Oréal is the leader of the market, it is necessarily for the company to concern these factors in its marketing plan, so as to gain the market shares and remain its position above rivals such as P&G and Unilever. The report will try to find out the role of consumer behaviour in marketing strategy planning and discover the process of how L'Oreal adapt the three factors to their marketing plans order to achieve success. INTRODUCTION The term consumer behaviour is defined as "the study of how individuals, groups and organisations...
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...Diploma of Business | |Unit Code & Title: |BSBMKG501B: | | |Identify and evaluate marketing opportunities | |Assessments Type |Report Writing & Presentation | |Assessment No: |One | |Delivery and Assessment Mode(s) |Classroom | |Term |One | |Unit Duration |Three Weeks | Assessment 1-Report Writing & Presentation BSBMKG501B Identify and evaluate marketing opportunities BSB50207 Diploma of Business Version 2.1 Australis Institute of Technology and Education ABN 17 120 701 911 Address Level 2, 25 George St, Parramatta, NSW 2150 AUSTRALIA P +61 2 9633 1222 F +61 2 9633 1888 E info@australisinstitute.nsw.edu.au W www.australisinstitute...
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...QUESTIONS FOR CRITICAL THINKING 1. What steps could Scripps and Food Network take to avoid marketing myopia? Create a company motto for them reflecting your ideas. Marketing Myopia is A short-sighted and inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers ' needs and wants. It results in the failure to see and adjust to the rapid changes in their markets. To avoid make sure to go back to the needs of your market and the consumers themselves in marketing processes. Focus on how your products help your market segments and how your products may affect their lives, businesses, etc. when creating marketing plans and messages. I am not saying forget the product, but don't forget who your marketing to either. Motto “For the best food and best cooking, tune in.” 2. Identify three trends in the social-cultural environment that you believe should be factors in strategic marketing planning for Scripps and Food Network. The first trend in social-cultural environment that I believe should be a factor in strategic marketing plan for Scripps and Food Network is education and language. The average level of education in a society affects the interests and sophistication of its viewers. The second trend in social-cultural environment that I believe should be a factor in strategic marketing plan for Scripps and Food Network is family and friends. People are social beings, everyone has someone...
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...M-X251 Marketing Plan In this paper, Team A will represent the top marketing team for the corporation General Dynamics. They will present a brief overview of General Dynamics, and describe a new product that the company will be selling in the near future. Additionally, Team A will describe the role marketing has played in the success of General Dynamics. After which, the team will present a SWOTT (strengths, weaknesses, opportunities, threats, and trends) analysis on the new product that General Dynamics hopes to sell. In order to properly market this product, research will have to be done in order to develop a marketing strategy for this new product. Team A will explain that research approach as part of this first phase in marketing General Dynamic’s new product. General Dynamics General Dynamics Corporation is a company that has historically built its business on military defense contracts. Tracing their roots back to 1896 building military submarines, they are now the fourth largest defense contractor in the world (Defense Systems Staff, 2011). Headquartered in West Falls Church, Virginia, General Dynamics is a publicly owned corporation currently traded at the NYSE under the ticker symbol GD. Recently developed high profile military products include the Aegis Combat System, advanced submarine technologies, and military grade security for smart phones and tablets (General Dynamics Corporation, 2012). According to their Annual Report filed in 2011,...
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...KISII UNIVERSITY-NAIROBI CAMPUS SCHOOL OF BUSINESS AND ECONOMICS COURSE TITLE: MARKETING MANAGEMENT COURSE CODE: MBAD LECTURER: BETSY SINDANI NAME: OMBASA ERIC OMINGO REG.NO: CBM12/10183/15 TASK: ASSIGNMENT DATE:29TH OCTOBER 2015 SIGN:____________________ [pic] KISII UNIVERSITY The University Marketing Plan OCTOBER 2015 Table of Contents Table of Contents i Executive Summary 2 History and Background 3 Vision & Mission 3 CORE VALUES 3 SWOT ANALYSIS 3 FOUNDATIONAL MARKETING OBJECTIVES 5 MARKETING GOALS AND STRATEGIES 6 Goal 1: Maintain Strong Enrollment 6 Goal 2: Continue to Grow Kisii University’s Academic Reputation 6 Goal 3: Strengthen and Broaden Brand Awareness 7 Goal 4: Maintain Brand Consistency 8 GOAL 5: Extend the reach and depth of the university by developing strategic programs and collaborations. 8 Summary 9 Executive Summary At Kisii University, the marketing process is a logical extension of the marketing planning process. Marketing encompasses the continuum from making decisions about which academic programs will be offered to providing those programs at a place and rate students are willing and able to access them. The marketing plan of the University outlines critical marketing strategies and the communication methods used to assist in accomplishing institutional...
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...LO1: Be able to compile marketing audits Task 1: The internal and external marketing environment for Hiscox Ltd (LO 1.2, 1.3, 1.4, 2.1, 2.2) Introduction: The case study I have chosen for this assignment would be Hiscox Ltd. is a Bermuda-incorporated insurance provider, listed on the London Stock Exchange. An underwriter at Lloyd's of London, the company largely specializes in niche areas of the market, offering property and casualty insurance aimed at companies and high-net-worth individuals. According to Hiscox Ltd they states marketing planning is a plan involves designing activities relating to marketing objectives and attach with the capability of changing marketing environment. It contains with the issues of product lines, distribution channels, marketing communications and pricing. 1.3 Hatton’s marketing planning process is the marketing audit (Hiscox Ltd) Examination of techniques for organizational auditing and for analyzing external factors that affect marketing planning Hatton marketing planning is the well-defined procedures or process which has been used for mainly the improvement of the company’s product or the service development. The steps of the Hatton marketing planning have been described in the below: At first the Hiscox Ltd has to understand the customers of their locality. They need to analyse the market portfolio, has to analyse the competition, carry out research distribution, define marketing mix , carry out the financial analysis, at last...
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...Final Project: Marketing Plan University of Phoenix MKT 230 Jose A Torres Sunday, August 19, 2012 In my marketing plan, I will combine a few different services but concentrate on two to three services but the concept of the company being promoted is a different kind of customer Service Company. The company would offer photo/video services, paralegal services for attorneys, notarizing signing agents, consumer bankruptcy petition preparation, and a joint venture with bankruptcy attorney Sean Fleming to provide a complete debt elimination credit-rebuilding program. That is why I am calling the company "The Torres Networking Group" or TNG, LLC because it will be more of a consulting company with these services. This is a real world example; it is a company that I am launching, and by the beginning of 2013 when I receive my small business, funding the company should have a fully functional interactive website and a retail location in Elgin, Illinois (Welcome to the Illinois Hispanic Chamber of Commerce, 2011). My marketing plan is not just a project and an exercise it is a personal dream of mine that I have wanted to realize since 2006. Based on the research I have performed and the analysis I have decided to provide these services in the first marketplace such as Kane County in Elgin, Illinois. This would be a retail location with a photo and video studio included for consumers. At this location, we would offer services...
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...Unit no-BSBMKG510B E-MARKETING PLAN AND COMMUNICATIONS ASSESSMENT TASK – 1 [pic] Table of contents • Summary • Objectives and purpose • Meet objective of bounce fitness business plan • Value proposition • E-marketing tools and their costs • Meeting Strategic needs • Action plan schedule and budget estimates, monitoring and evaluation • Ethical Legal Requirement • References Summary Bounce fitness is organisation who is related to the innovative wellness programmes and strategies which is organised for the people, so that they would be able to keep them fit and become healthy. Bounce fitness began in 2001 in cairns, Queensland. After that they expand their business and open their centres in Brisbane, Sydney and Melbourne as well. In addition to organise fitness facilities, they basically work on creation and implementation to the wellness programmes. They make more and more customers and increases their sales every quarter. Normally, they try to increase their sales 10% every year. Also they try to provide they long term wellness programs to the customers with the flexible class timings. Current scenario of the organisation At present company has no of centres all around the Australia with so many of health and wellness programs. Marketing is the important part...
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