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MarketingPlan.docxRunning Head: MARKETING PLAN 2
MARKETING PLAN 2
Marketing Plan
Torrin Bouvia
American Military University
27 March 2021
Executive Summary
Marketing can be defined as the process through which firms and businesses establish a customer interest in goods and services. Marketing can also be defined as the art of pitting the right things at the right place at any given time. A marketing plan can also be regarded as a written document that gives all the necessary details in achieving one or more objectives in selling a specific product or service. Customer segmentation will be based on the learner’s grade level. The target customers of the business are primary school learners. As mentioned earlier, children I the community might be disadvantaged, and there is nothing they can do to rectify the situation. Direct distribution channels will be utilized in the business. This is a distribution model in which the producers directly reach out to the customers in the absence of the middlemen. Well-designed shelves are easy to reach even for small children. This upholds the independence of the learners. Availability of computers is another selling point. With computers, the learners will be able to research more, the ad also access recent materials from the internet. The business will make use of multiple social marketing strategies, ranging from physical to online. This will depend on the ease of communication within an area.
Marketing Plan
Introduction
Target Segmentation
This can be defined as the process of diving the target market into smaller and better-defined categories. Looking at the nature of the business, segmentation will involve putting customers who share common characteristics, like demographics, interests, and needs together. In the context of the public library, the learners will be segmented into two major categories. These are lower grade and upper grade, learners. The division will help arrange the resources within the facility. Lower-grade pupils tend to take general knowledge and their books cut across. The upper-grade learners tend to specialize. Thus, separating the two groups will help ensure that service delivery is simplified.
Target Customers
The target customers of the business are primary school learners. As mentioned earlier, children I the community might be disadvantaged, and there is nothing they can do to rectify the situation. Targeting them is a way of solving the challenges they are undergoing through missing enough reading materials in the schools. A good number of the students rely on the school libraries, which most of them lack enough resources. Their access is also limited because they are operational when the learners are in school. It is therefore evident that they need a solution, that is a home-based community.
Unique Selling Points (USP)
In a business unique selling points can be regarded as an essence of what makes a certain service or product better compared to those offered by the competitors (Basal, 2019). In this regard, the public library ought to be compared with school libraries that learners are making use of. The following are the unique selling points of the public library. Well-designed shelves that are easy to reach even for small children. This upholds the independence of the learners. Availability of computers is another selling point (Dickons, 2019). With computers, the learners will be able to research more, the ad also access recent materials from the internet. The last selling point is the distinct reading zones, obtained from target segmentation.
Distribution Channels
Direct distribution channels will be utilized in the business. This is a distribution model in which the producers directly reach out to the customers in the absence of the middlemen. The main products in the library are books (Osinulu et al., 2018). They can be collected from the publishers and made available for the learners. It is one of the best channels because they save on time and minimize consumption of the available resources.
Promotion Strategy
The promotion strategy to be employed will be online, social media in particular. In the contemporary world, many people are online and any content shared easily reaches so many people (Osinulu et al., 2018). Also, social media comprises many platforms and companies, hence, promoting products remains an easy task. Also, media both print and online can be used. This will be vital in reaching out to many people.
Marketing Strategy
The business will make use of multiple social marketing strategies, ranging from physical to online. This will depend on the ease of communication within an area. Social networking and viral marketing will be utilized (Osinulu et al., 2018). Paid media advertisement and internet marketing will be utilized as well.
References
Basal, B. (2019). Historical Transformation of Unique Selling Proposition (USP) in Advertising Narration. In Handbook of Research on Narrative Advertising (pp. 141-150). IGI Global. Retrieved from https://www.igi-global.com/chapter/historical-transformation-of-unique-selling-proposition-usp-in-advertising-narration/230446
Dickons, G. (2019). How to identify your unique selling points. Journal of Aesthetic Nursing, 8(4), 201-202. Retrieved from https://www.magonlinelibrary.com/doi/abs/10.12968/joan.2019.8.4.201
Osinulu, L. F., Adekunmisi, S. R., Okewale, O. S., & Oyewusi, F. O. (2018). Marketing strategies used by librarians in a state university library. University of Dar es Salaam Library Journal, 13(2), 18-32. Retrieved from https://www.ajol.info/index.php/udslj/article/view/184596
Putranto, W. A., & Fajry, A. N. (2017). Content marketing strategies via Instagram for Indonesian libraries. Retrieved from http://library.ifla.org/2141
