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Marketing Plan

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Submitted By aomisuru
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1. Executive Summary
Harry, mohon bantuannya ^_^…

2. Situation Analysis (Analisis Situasi)
SLIPS akan dipasarkan untuk pertama kalinya di Indonesia. Kecenderungan gaya hidup masyarakat Indonesia yang gemar mengikuti tren, ingin tampil modis dan cantik, serta kepedulian mereka terhadap produk yang aman bagi kesehatan menjadi peluang yang besar untuk SLIPS memasuki pasar.
Marketing menjadi kunci utama untuk menciptakan brand dan product awareness bagi masyarakat Indonesia.

3.1. Market Summary (Rangkuman Pasar)
SLIPS telah memproses informasi tentang pasar di Indonesia dan menyusun strategi untuk meraih pelanggan. Informasi ini akan menjelaskan siapa pelanggan yang akan ditargetkan, apa kebutuhan spesifik mereka, dan bagaimana cara SLIPS berkomunikasi dengan mereka.

Target Market: * Anak-anak perempuan yang stylist * Artis Cilik * Perempuan remaja dan dewasa yang ingin tampil cantik namun sangat peduli terhadap produk yang aman bagi kesehatan (bebas kimia dan racun).

3.2.1. Market Demographic (Demografi Pasar)
Berikut profile dari customer SLIPS dari sudut pandang geographic, demographic dan Behavior Faktor:

Geographic * SLIPS fokus pada pengembangan customer di Jakarta, Bandung, Semarang, Surabaya dan Bali (tahun pertama), Makassar dan Manado (tahun kedua), Balikpapan dan Banjarmasin (tahun ketiga). Di wilayah tersebut, terdapat populasi market yang besar dengan gaya hidup yang sangat mengikuti trend an stylist. * Total target populasi adalah 34 juta customer.

Demographic * Anak-anak perempuan, berusia 02 – 12 tahun dengan gaya hidup yang stylist dan memperhatikan penampilan. * Artis Cilik, berusia 02 – 12 tahun yang membutuhkan lipstick untuk menunjang penampilan. * Perempuan remaja dan dewasa yang ingin tampil cantik namun sangat peduli terhadap produk yang aman bagi kesehatan (bebas kimia dan racun), berusia diatas 12 tahun, untuk segala profesi.

Behavior faktor * Customer yang mengikuti trend mode terkini dan ingin tampil stylist. * Customer yang peduli akan kesehatan serta keamanan produk (kandungan yang bebas bahan kimia dan bebas racun).

3.2.2. Market Needs (Kebutuhan Pasar)
Anak-anak juga ingin tampil stylist dan cantik, salah satunya adalah dengan penggunaan lipstick. Namun lipstick yang ada di pasar saat ini banyak mengandung seperti timbale dan petrokimia sehingga tidak aman bagi kesehatan jika digunakan oleh Anak-anak. Hal ini mengakibatkan kebingungan pada orang tua dalam mencari produk lipstick yang aman jika digunakan oleh anak-anaknya.
Oleh karena itu, SLIPS menjawab kebutuhan dengan menciptakan Lipstick yang aman bagi kesehatan, terbuat dari bahan-bahan yang natural, bebas kimia, bebas racun dan tidak menyebabkan alergi. Sehingga sangat aman jika digunakan oleh Anak-anak.
SLIPS juga menjawab kebutuhan bagi perempuan remaja dan dewasa yang ingin tampil cantik namun sangat peduli terhadap produk yang aman bagi kesehatan.

3.2.3. Market Trends (Tren Pasar)
Perubahan lingkungan yang sangat cepat di era modern saat ini turut mempengaruhi gaya hidup anak-anak. Mereka, khususnya anak perempuan usia 2 tahun ke atas sudah ingin tampil cantik dengan memakai alat make-up Ibunya, khususnya Lipstik. Padahal Lipstik yang ada di pasaran saat ini, cenderung mengandung bahan-bahan yang berbahaya bagi kesehatan, seperti timbal dan petrokimia yang dapat mengakibatkan kanker dan gangguan pertumbuhan.
Kesadaraan para orang tua dan masyarakat saat ini mengenai pentingnya kesehatan juga menjadi trend lain yang menjadi perhatian SLIPS. Masyarakat saat ini cenderung mencari produk-produk dari bahan natural yang aman bagi kesehatan.

3.2.4. Market Growth (Pertumbuhan Pasar)
Seiring dengan kecenderungan gaya hidup masyarakat Indonesia yang gemar mengikuti tren mode, ingin tampil modis dan cantik, serta kepedulian mereka terhadap produk yang aman bagi kesehatan memastikan bahwa market SLIPS di Indonesia akan terus bertumbuh, dengan mempertimbangkan bahwa masih sedikit sekali kompetitor yang ada di Indonesia.

3.2. SWOT Analysis (Analisis SWOT) 3.3.5. Strengths (Kekuatan) * Terbuat dari bahan dasar air dan bahan-bahan yang natural * Tidak mengandung timbale, petrokimia dan bahan beracun lainnya yang dapat mengakibatkan gangguan kesehatan seperti kanker dan gangguan pertumbuhan * Bebas Alergi * Packaging BPA Free * Mudah dibersihkan dengan air, tidak memerlukan alat pembersih khusus * Tersedia dalam 5 varian packaging, customer dapat memilih sesuai dengan karakter kepribadian masing-masing * Tersedia dalam 12 pilihan warna dari yang natural hingga yang nyentrik * Telah mendapatkan lisensi internasional dari Europian Union Protective Laws for Cosmetics dan lisensi nasional dari Sertifikasi Halal LPPOM MUI, Sertifikasi DepKes, dan sertifikasi BPPOM. * Harga lebih murah dibandingkan dengan kompetitor (Luna Cosmeticts dan Berbie Cosmetics) 3.3.6. Weakness (Kelemahan) * Kesulitan dalam menciptakan Product dan Brand Awareness di masyarakat Indonesia. * Butuh modal yang besar untuk biaya iklan, biaya operasional dan stok display di toko mainan/ perlengkapan anak, toko kosmestik dan department store. * Harga lebih mahal dibandingkan dengan produk lipstick regular. 3.3.7. Opportunies (Peluang) * Banyaknya kebutuhan para orang tua untuk memenuhi keinginan anaknya untuk tampil cantik dan stylst dengan lipstick yang aman bagi kesehatan. * Banyaknya masyarakat yang sadar akan pentingnya kesehatan serta kandungan yang aman dalam suatu produk. * Jumlah market yang luas di Indonesia. * Jumlah kompetitor yang masih sedikit, dimana kompetitor tersebut belum banyak menggarap market yang ada di Indonesia. 3.3.8. Threats (Ancaman) * Para kompetitor mengembangkan strategi pelebaran market di Indonesia. * Jalur distribusi yang sulit dengan regulasi yang panjang dapat meningkatkan biaya dan menghambat proses pengiriman produk ke tempat-tempat yang dekat dengan customer. * Regulasi pemerintah yang berubah-rubah.

3.3. Competition (Persaingan)
Di Indonesia, ada 2 kompetitor yang menjual produk sejenis (Lipstik untuk Anak), yaitu LUNA Cosmetics dan BERBIE Cosmetics. Kedua perusahaan produk cosmetic yang berasal dari USA ini hanya menjual produknya di toko-toko mainan anak yang ternama, sehingga masih banyak lahan market yang belum tercover. Hal ini akan menjadi peluang bagi SLIPS dalam memasarkan produknya di Indonesia.

3.4. Product Offering (Penawaran Produk)
Produk SLIPS (Save Lipstick) yang ditawarkan di pasar aman untuk kesehatan anak-anak karena tidak mengandung bahan-bahan kimia seperti timbal dan petrokimia yang dapat menimbulkan kanker dan gangguan pertumbuhan. SLIPS berbahan dasar air dan bahan-bahan natural yang tidak menyebabkan alergi dan bebas racun. Produk asal Prancis ini telah mendapatkan lisensi internasional dari Europian Union Protective Laws for Cosmetics dan lisensi nasional dari Sertifikasi Halal LPPOM MUI, Sertifikasi DepKes, dan sertifikasi BPPOM.
SLIPS tersedia dalam 12 warna dari yang natural hingga yang warna-warna terang yang nyentrik.
SLIPS juga tersedia dalam 5 varian packaging yang berbeda, memberikan pilihan yang lebih sesuai dengan karakter masing-masing customer.
Harga satuan Rp. 70.000,-/pcs (3.5gr).

3.5. Key to Success (Kunci Keberhasilan)
Kunci kesuksesan adalah dengan memastikan bahwa produk SLIPS yang ditawarkan sudah sesuai dengan kebutuhan dan memiliki design yang menarik. Selain itu, SLIPS harus terdistribusi dengan baik, dekat dengan market, sehingga mudah terlihat dan mudah didapatkan. SLIPS juga harus memperhatikan kepuasan dari pelanggan yang membeli, khususnya para orang tua. Karena dengan kepuasan yang didapat, maka para orang tua tersebut akan memiliki kecenderungan untuk mouth to mouth promotion.
Jika hal-hal di atas terpenuhi, maka dapat dipastikan bahwa sales meningkat, keuntungan didapat, dan perusahaan dapat bertumbuh.

3.6. Critical Issues (Isu-isu Penting)
Sebagai bisnis yang baru akan dijalankan di Indonesia, Critical Issues untuk SLIPS adalah: * Strategi SLIPS dalam memasuki pasar sehingga menjadi produk yang dikenal dan familiar di masyarakat (Product & Brand Awareness) * Biaya yang dikeluarkan di tahun-tahun pertama tidak dapat di-cover oleh pendapatan yang diterima. Perusahaan membutuhkan biaya yang besar untuk biaya iklan, biaya operasional dan stok display di toko mainan/ perlengkapan anak, toko kosmestik dan department store.

3. Marketing Strategy (Strategi Pemasaran)
Strategi pemasaran SLIPS akan berfokus pada produk lipstick dengan segmen anak perempuan dan mereka yang berpenampilan stylist namun juga peduli terhadap produk yang aman untuk kesehatan. Dengan potensi pasar yang sangat besar di wilayah Indonesia produk SLIPS akan dipasarkan secara bertahap, tahap pertama adalah Jakarta, Bandung, Surabaya dan Bali dan tahap berikutnya akan ditentukan berdasarkan evaluasi dari hasil tahap pertama. Produk dipasarkan dengan melakukan kerjasama dengan toko-toko reseller dan dengan memanfaatkan media berbasis teknologi seperti Internet social media dsb. % target pasar

4.7. Mission (Misi)
Misi B adalah menjadi produk kosmetik yang berkualitas. SLIPS akan menggunakan bahan yang ramah lingkungan dan memasarkan produk yang berkualitas tinggi serta melalui proses produksi yang efektif dan efisien serta bebas bahan berbahaya baik untuk konsumen maupun untuk karyawan SLIPS. SLIPS juga akan memasarkan produk dengan program marketing yang selalu kreatif, memakai saluran distribusi yang bisa diandalkan kepada konsumen melalui kerjasama dengan retail-retail, internet presence, dan katalog konsumen.

4.8. Marketing Objectives (Tujuan Pemasaran) * Memperkenalkan produk ke pasar * Menjadikan konsumen loyal terhadap produk yang dipasarkan * Mendapatkan pertumbuhan yang baik dan stabil setiap bulannya. * Mencapai BEP sesuai dengan target yang telah ditetapkan

4.9. Financial Objectives (Tujuan Keuangan)
SLIPS akan fokus terhadap pengembangan produk melalui kerja sama retail di Jakarta, Bandung, Semarang, Surabaya, dan Bali yang memerlukan Initial Cost. Penjualan di daerah retail tersebut diharapkan akan bertumbuh pesat di awal Tahun 1 hingga Tahun 5. Di dalam proses perencanaan masa periode tersebut, target SLIPS adalah menumbuhkan nilai penjualan produk secara maksimal dengan rencana-rencana marketing. SLIPS akan mencapai break even point dan mendapat keuntungan di Tahun 3 di operation. Kegiatan financial SLIPS akan menggunakan dan didapat dari kombinasi dari Debt Financing dan Equity Investment. Rasio-rasio financial yang diperhitungkan akan menjadi tantangan bagi SLIPS tetapi tetap realistis dan bisa dicapai.

4.10. Target Markets (Target Pasar)
Karena SLIPS menggunakan combined retail (to the end user) dan wholesale (to the end user through reseller). Maka diperlukan dua strategi untuk mendekati target pasar SLIPS. Yang pertama untuk konsumen langsung (end user). Yang kedua untuk reseller (retail).

Untuk target konsumen, SLIPS akan menarget untuk ibu-ibu muda modis yang sangat mementingkan penampilan, dan juga ingin mempercantik anaknya. Ibu-ibu seperti ini sering terlihat di mal-mal terkemuka dan toko belanja supermarket yang memiliki konsumen dengan daya beli menengah ke atas.

Untuk target reseller, SLIPS akan menargetkan toko reseller yang menjual juga produk personal care seperti Century, Watson, dan lainnya. Reseller tersebut adalah toko yang menjual produk yang semi-kesehatan dan juga semi-kecantikan.

4.11. Positioning (Pemosisian)
SLIPS akan menempatkan produknya di dalam posisi pasar yang unik. Masih sedikit merek lipstik yang memiliki target pasar untuk anak perempuan umur 2 tahun ke atas, seperti Luna dan BERBIE, selain itu ada juga produk Bratz, Revlon, dan Banana boat lipstik. Tetapi dari produk-produk tersebut, mereka hanya menempatkan produk lipstik anak kecil sebagai produk complimentary (produk pelengkap) saja untuk dipasarkan dengan produk top line mereka, Hal ini yang dapat dijadikan kesempatan untuk SLIPS di dalam pasar. Harga dan kualitas untuk lipstik tersebut masih variatif. Karena itu SLIPS akan memposisikan produknya sebagai Produk yang berkualitas dengan segi keamanan dan kesehatan yang tinggi dan yang peruntukannya benar-benar difokuskan untuk anak kecil muda perempuan yang modis. 4.12. Strategies (Strategi)
Untuk menempatkan SLIPS sebagai produk yang memiliki keamanan dan produk kualitas yang tinggi, maka SLIPS akan me-representasikan produknya dengan : 1. Melakukan research dan proses produksi manufacturing yag berkualitas 2. Tim Marketing yang kreatif dan PR Programs 3. Mengembangkan produk di tempat-tempat paling modis di Indonesia (Jakarta, Bali, Surabaya, Bandung, Semarang) pada Tahun 1 4. Pengembangan Produk pemasaran pada Tahun 2 5. Meluncurkan Branding melalui website dan social media lainnya. 6. Membuat Katalog konsumen yang menarik, modis, dan fashionable

4.13. Marketing Mix (Bauran Pemasaran)
Product Policy:
1.SLIPS akan memasarkan produk kepada satu target pasar yaitu anak kecil perempuan muda yang modis dan fashionable.
2.SLIPS akan menawarkan produk yang memiliki diversifikasi horizontal yang banyak tetapi tetap mengacu kepada anak kecil perempuan
3.SLIPS akan selalu memperbaharui strategi secara berkala dan repetitif agar bisa tercapainya kepuasan konsumen secara maksimal

Price Policy:
SLIPS membagi konsumen untuk pendekatan terhadap produk dengan 3 segmen:

1.Price Level Clients with Low Budget | Clients with Medium and High Income | Luxury Clients | Mementingkan harga di dalam pembelian keputusan | Quality Package | Imej Produk | Mementingkan kegunaan produk | Values dan Tren | Aspirasi terhadap tren | Klien kurang akan pengetahuan kosmetik | Imej produk | Sophisticated Package | Melakukan pengambilan keputusan membeli berdasarkan volume dan harga produk | Masih mementingkan harga | Inovatif | | Memiliki karakter yang unik sebagai pembeli (Sophisticated Customer) | |

Berdasarkan diagram diatas, SLIPS memutuskan untuk memiliki pendekatan dengan konsumen dari tiga aspek : level harga produk, differensiasi produk dengan produk kompetitor sejenisnya, dan mobilitas produk tersebut
Tiga aspek dan pengelompokan konsumen diatas menjadi acuan bagi SLIPS untuk menentukan harga yang moderate sesuai dengan keinginan konsumen. Tentu saja hal tersebut juga harus disamakan dengan kualitas produk yang akan ditawarkan SLIPS nantinya.

Placement Policy:
SLIPS akan mendistribusikan produknya dengan strategi : direct distribution, distribusi dengan personal device/pemesanan dan pengontrolan logistik yang tinggi.
Pengontrolan logistik tersebut dimonitor oleh SLIPS agar produk yang dikirimkan ke pasar bisa dipastikan sampai dengan cepat di tangan konsumen.

Promotion Policy:
1.Creative Packaging SLIPS akan selalu menggunakan packaging yang menarik perhatian untuk kalangan anak kecil perempuan
2.Branding
SLIPS akan selalu menanamkan kepada konsumen sisi emosional produk tersebut dengan mengutamakan kualitas, fashionable dan keamanan produk yang ramah lingkungan.
3.Product Positioning
SLIPS akan menempatkan produknya dengan selalu menggunakan tagline yang terdiri dari kosa kata anak perempuan muda terkini. Agar memberi kejelasan terhadap konsumen akan apa yang ingin produk SLIPS sampaikan kepada konsumen yaitu kualitas dan keamanan

4.14. Marketing Research (Penelitian Pemasaran)
SLIPS Marketing KPI : 1. Footfall 2.Average Sales Value 3.Top Selling Product (Baik Value dan Volume Penjualan) 4.Stock Product- Holding

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...Marketing Plan Guidelines Ok, so this is the real deal – the synthesis of everything you’ve learned this semester. It represents a big chunk of your final grade and will probably teach more than all the chapters and multiple choice exams combined!   1. What is a marketing plan?!?!?   So, the first question is, what the heck is a marketing plan? Here’s a couple of Google definitions I found:   - -          “an integral part of the business plan stating in words and numbers how, where and to whom a business proposes to sell its product and/or services.”   - -          “details of specific tasks worked out by and for a business concerning how market research, product choice and pricing, advertising, promotion and distribution will be done.”   - -          “A Marketing Plan is a written document that details the actions necessary to achieve a specified marketing objective(s). It can be for a product or service, a brand, or a product line. It can cover one year (referred to as an annual marketing plan), or cover up to 5 years.”   Here’s my definition:   - -          “A Marketing Plan describes how you’re gonna get your product in customer’s hands.”   Of course, different projects will require different definitions, but the idea is describe how you’re going to maximize sales, fix image problems, introduce new products, battle competition, or whatever specific problem your firm is facing.   2. What does a marketing plan look like?!?!?   ...

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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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...1. Executive Summary Blaze Mountain Travel and Tours is a reliable, professional and experienced tour operator led by a group of young people. The team has devoted themselves to the tourism industry for 5 years. The company has designed tours for both the older tourists and young student tourists. The primary goal is to provide excellent service to our/your client. The company ensures that the client will have the experience of lifetime. The environment in which it operates can be summarized as following: • Tourism year 2011 in Nepal. • Increasing popularity of concepts like ecotourism, community tourism, sustainable tourism, corporate social responsibility and e-ticketing in the western parts of our world. • Sustained instability in Nepalese politics having detrimental effects on Nepalese tourism industry. • Economic recession and global financial crisis curtailing the consumption of people all over the world having its spillover effects in Nepalese tourism industry as well. • Innovative business model of Blaze Mountain that is based on attracting GITs (Group Individual Tourists) through strategic tie-ups with foreign travel agencies. • A network of value chain partners who share their business with each other and strive towards creating and maintaining similar standards of performance – another innovation of Blaze Mountain that is quite unprecedented in the market. The product and price strategy of Blaze Mountain will basically involve designing products as per the...

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...MINI MARKETING PLAN Introduction Marketing Plans work when they are based on unique, meaningful marketing strategies that focus on the current needs and desires of a target customer. Ten Steps to Marketing Success 1. Finding your niche ----Market Segmentation/Unserved or Underserved customers ----Size, Usage, Benefits, Lifestyles, Occupation, Distribution Channels, Geography, Income, Social Class, Personality, Age, Family size, etc. (Examples-Demographics, Market Surveys, etc.). 2. Becoming better than your competition ----Customers have choices. In order to become better than your competition, you must know the competition. You can respond to a competitive advantage by creating another equally important advantage for your company. ----Visit competition, telephone competition, use telemarketing, get feedback from your salespersons. ---Review RMA, D&B Financial info and other relevant information sources. 3. Develop a strategy ----Focus on creating a marketing strategy and tactics. ----Set marketing objectives and goals. ----Create a strategy to meet these goals. (write a rough marketing plan) 4. Find enough customers ----Advertising, Direct Mail, Mailing lists, trade shows, networking, dealer networks, personal sales calls, etc. 5. Find the right location ----Highly visible location, with sufficient traffic count, if relevant. For retail, who are the other tenants in the center or mall? How close is your closest competitor? What are...

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