MKT307-OL Marketing Concepts
Mars Retirement Condos
Christina Storey
March 6, 2016

Executive Summary:
Life on Mars is considered adventurous, expensive and known to only the few. Yet, what if there is a way for people to live their dream on Mars during their golden years. Instead of living your last days in Florida or Arizona; why not see the stars from a different view. There is no traffic to worry about driving in or being alone. You will have everything you need and want in a community of people that want the same fullness and luxury of life as you do. The condos come with two bedrooms and one bathroom. There is plenty of activity to do and restaurants that have top chefs. You can walk through the botanical garden, plant watermelons in the community garden, go bowling or watch a movie in the cinema. We have live performers come once a month to entertain you that are included in living in our facility. The condos on Mars will be built within five years from giving permission to build. It will cost 10 billion dollars to build. The facility will be like a city with shops, restaurants, spas, gardens and many more activities to keep everyone busy. The facility will be painted by artists to make the sky look blue as on Earth. The facility will come with its own heating, oxygen and water producing so we do not need to worry about basic survival on the red planet. Once a month, a shuttle will take people to Earth or bring them back to the condos in Mars. This once a month is when trash is sent to Earth to be decomposed and when we will obtain any grocery supplies that we cannot grow in out garden. We will not have animals in the facilities since methane gas is in competition with oxygen. Since cows produce a lot of methane gas; the facility will order red meat from Earth to be sent to Mars. Yet, seafood can be breed in the facility. We are looking at a budget of one millions dollars a year in advertising expenses for around wealthy places on Earth. The target market is 55 years old and older; upper middle class and above with a need to have a status symbol of living in outer space which is a luxury in itself. The average condo in the facility will be $500,000 for a two bedroom, one bath with a maintenance fee of $3000 a year.

Situational analysis:
Mars Retirement Condos is a retirement village on the planet Mars. It is to service those retirees that always wanted to live on Mars, but had other responsibilities on Earth. Our company is the first to offer luxury condominiums and facilities on Mars for the retired, but young at heart. We offer within our facilities we have a pool, beauty salon, coffee shop, grocery store, small botanical garden, spa, restaurants, a small hospital, a pharmacy, movie theater, small golf course, a gym, library, dentist, bowling alley, small tennis court, roller-skate rink, dance hall, tanning salon, a pub, a night club, a brothel, clothing stores, a shoe store, laundry rooms and a community garden. Our huge multi-billion dollar dome shaped facility is build using carbon nanotubes, which protects from Mars environment (Dunbar, 2016). The facility will be able to produce its own water and oxygen with the use of several Sabatier reactors inside the building (Ralston, 2010). The facility also has several Radioisotope Thermoelectric Generators that will keep the building a comfortable 77 degree Fahrenheit all day (Radioisotope Power Systems, 2016) . We will have daily excursions to see the red planet that you now call home during the day with weather permitting. Also, on a monthly basis we have a shuttle come to take people to and from Earth. Therefore, if you miss any of your Earthly friends then all you have to do is arrange for passage back home. Yet, if you would like to talk to friends or family on a daily basis then all you have to do is have your computer ready for a video chat and we can connect you to one of the many satellites that surround Earth. The plan is to have this facility built within five years, which the only conflict is to be able to get the building materials and workers up on Mars and have them able to work for the time they are there. The environment of Mars is an issue that the high winds or storms could make building the facility to take longer than anticipated. Another aspect is the money. I plan to have NASA and other world space government agencies grant us money in return that they will be able to study the humans that lived for years on Mars. They can see how Mars life had an impact on their body. I imagine that the impact of no gravity could be good and perhaps years later doctors will be sending their sick to be with us for a while.
Target Market:
My target market is upper middle class ($90,000 and above in yearly income) people (55 years and older). The need I am serving is one of independent, adventure and luxury that older adults are seeking. Older adults are seeking to go back to a life of no responsibly and freedom of their youth. Therefore, the adventure and freedom of living on Mars is something that is exotic and youthful. Plus, it will be a status symbol that they were wealthy and brave enough to live on Mars. Most people will not want to leave planet Earth, so the people that leave will have a sort of gap between wealthy and poor. Also, the cost of each luxury condominiums to purchase and maintenance fees then only the upper middle class and above could afford to live in our facility. Yet, there will be no crime since we will screen all applicants and the residents will come from all around the world. Therefore, it feeds the side of people to be cultured internationally and make friends from other countries. Also, family members can come to Mars to visit and therefore grandkids will be able to see the solar system from a different perspective. Another aspect of the facility is that it will be painted to have a sky as on Earth such as The Venetian hotel in Las Vegas, NV. Therefore, it will help people not miss the skies of Earth and keep the dopamine up to keep everyone happy (Dopamine Neurotrasmitter, 2016). Also, since Mars is an intentional planet then prostitution will be legal there and there will be a brothel for those that want to pay the young for their service. Besides, a study showed that people are happier if they have sex at least once a week (Yuhas, 2015). I want my residents to be happy, so a single person will not have to worry about missing whoopee with someone on Earth because I will have plenty of men and women that will service that need for a small price. I believe with the amount of activities we have to offer, the status of living on Mars and the standard of living then people will want to live in our facilities.
Marketing Mix:
The product is living on Mars in a luxury condominium in a grand facility that will have everything you will want. The place is Mars, but people can arrange to pay for their condominiums while on Earth. The price will be reasonable enough for upper middle class retirees to live and enjoy their lives. I plan to promote my business on TV commercials, radio, internet and social media. I will show pictures of the apartments and the rest of the facilities. I will show video of people enjoying their lives at your facility and of them using the computer to talk to love ones. By showing people calling home will demonstrate that they are still in touch and in control anytime they want to see or visit their love ones. I will show people having fun in the pool and exercising in the gym. All of the pictures and videos of seniors together and having fun will give other people a sense of not being alone on a strange planet. The facility is a community and a place to enjoy your later years. I do not see any competitors since I will corner the market and have other nations help me with the cost in exchange of data of how well the human body lives in space. I believe that there is a lot of people out there that would love to live in my facility that the advertising will be worth it. I believe within a year all my apartments in the first facility built will be full and that I will need to build a second facility; which I plan to make all facilities connect to one another. That way, the shops and restaurants are different and people can shop at different facilities than where they have their condominiums located.
Implementation and Control:
First, I will need to get grants to help with the building costs on my condo in Mars. Second, I will have to be a team with NASA to help me to get the construction workers and the materials on the red planet. I was planning on building most of the facility on Earth and ship it in sections to the red planet. Then it is like a puzzle to just put together. I will also need engineers to help make sure all components are in place to make life (enough oxygen and water being made to sustain the numbers of people living and working in the facility). Fourthly, I will need to hire a botanist the help start the community garden and the botanical garden in the facilities. Fifth, I will hire professional chefs to work in the restaurants. I will also need to hire servers, cosmetologist, prostitutes, clerks, pharmacist, doctors and nurses and cleaners (for pool and other facilities). I will have the trash from the facility compacted and stored to be sent back to Earth to be decomposed on a monthly cycle. The water from the toilets and laundry will be cleaned and used in the gardens. Human waste will be kept in sealed envelopes to be used from the plants (Idea I obtained from the novel “The Martian” by Andy Weir) (Weir, 2011). I plan to have the facility built and up and running in five years.
The TV commercials will show elderly people having fun on the dance floors, enjoying a massage and having a delicious dinner. In the commercial, I will show the gardens, the pool, the shops, the gym and other activities as well as the chiefs we hired. I will show what a common two bedrooms condominium will look like and talk about how we keep oxygen, water and the temperature stable. The entire commercial for TV and radio will be 1 minute for TV and 30 second for the radio. On Social media I will show pictures of elderly people having a fun in our facilities, the apartments look like and shops look like.
Financial analysis:
The facilities to build will cost 10 billion dollars if you look at material and hiring people to build the facilities with the oxygen, water and heat in the correct places. This cost included what is needed to build the gardens as well as all stores, restaurants, hospital and the rest of activities places inside the facilities. To own a luxury two-bedroom condo with your own kitchen and one bathroom will cost $500,000 plus a $3000 maintenance fee every year. The maintenance fee covers that groceries will not be outrages prices, covers any maintenance inside the facilities (gardens, gym, bowling alley and etc.) maintenance of the temperature inside the facility, maintenance of the water and the oxygen inside the building. The workers will have their separate one bedroom rooms away from the residence, which will be $1000 a month for a room without the maintenance fee. The workers will also get a discount to fly back to Earth and well as a discount on food. The workers will make more money than on Earth and those who have student loans could have them paid for by company if spent 5 years on the facilities. Therefore, a medical student could have all student loans paid for if gave service to the facilities for five years. The advertising cost for TV commercials will be $600,000 a year which will be aired with the nightly news time slot in New York and Los Angeles on ABC station (Poggi, 2015). I will pay another $500,000 to have billboards in Europe to advertise (Pandey, 2012). I will pay $16000 a week for a radio advertisement in Los Angeles and New York City (Prosser, 2013). Social Media will be free since it is free to start a webpage on Twitter, Facebook or YouTube even for a business.

Bibliography
Dopamine Neurotrasmitter. (2016, 3 6). Retrieved from Psycholgist World: https://www.psychologistworld.com/biological/neurotransmitters/dopamine.php
Dunbar, B. (2016, 3 6). http://www.nasa.gov/vision/space/gettingtospace/16sep_rightstuff.html. Retrieved from NASA.
Pandey, K. (2012, 2 23). Billboard Advertising Costs. Retrieved from http://www.buzzle.com/articles/billboard-advertising-costs.html
Poggi, J. (2015, 9 24). TV Ad Pricing Chart: 'Sunday Night Football,' "Empire' Are Broadcast's Most Expensive Ad Buys. Retrieved from http://adage.com/article/media/ad-pricing-chart-sunday-night-football-empire-broadcasts-most-expensive-ad-buys/300516/
Prosser, M. (2013, 9 4). Radio Adverting Costs and How To Negotiate Lower Rates. Retrieved from http://fitsmallbusiness.com/radio-advertising-costs/
Radioisotope Power Systems. (2016, 3 3). Retrieved from National Aeronautics and Space Administration: https://solarsystem.nasa.gov/rps/rtg.cfm
Ralston, J. (2010, 3 4). The Sabatier Reaction, Possible Soultion to CO2 Emiisions. Retrieved from http://www.pennenergy.com/articles/pennenergy/2010/03/the-sabatier-reaction.html
Weir, A. (2011). The Martian. Danvers, MA: Crown Publishing.
Yuhas, A. (2015, 11 18). The Guardian. Retrieved from Study finds happiest people have sex once a week--and make it count: http://www.theguardian.com/us-news/2015/nov/18/sex-happiness-couples-relationship-research