W8A

Running Head: MARKETING PLAN 1

MARKETING PLAN 6

Marketing Plan

Executive Summary

Marketing concept is process that involves firms or businesses engaging in a activity to establish the customer interests and preferences about goods and services. Marketing can also be defined as an art of pitting the right products or services in a good environment and on an opportune time. The learners’ grade level is the guiding principle of segmentation and the target customers are mainly the primary school learners. The gap in the community in terms of learning resources is bridged through the development of a well equipped public library. The use of a direct distribution channel is necessary where middlemen are eliminated increasing the efficiency of accessing books directly from publishers minimizing the excessive use of funds in purchasing them. The unique selling points include the spacious halls where students can study comfortably, presence of computer and internet for online services and e-books and finally well-designed shelves where books are arranged systematically for an easy access. 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

Marketing concept is process that involves firms or businesses engaging in a activity to establish the customer interests and preferences about goods and services. Marketing can also be defined as an art of pitting the right products or services in a conducive environment and on an opportune time (Putranto & Fajry, 2017). A marketing plan can be regarded as a written document that contains important details about meeting one or more objectives in selling goods or services to customers. A marketing plan is characterized by of an overview of the business, business marketing description, a achievable timeline and the key performance indicators of the organization. In this case, the Public Library business aims on meeting the learning needs in the community by providing the modern learning materials and research resources (Osinulu et al., 2018). The ‘PUPIL PUBLIC LIBRARY’ is a venture that would offer quality learning materials in a good and spacious learning environment where the services are offered throughout the week including weekends. The business customer target is the community learners that are self-sponsored and those funded by parents. The paper is targeting on discussion marketing plan where it clarifies the market segmentation, target customers, marketing strategies, distribution channels and promotions.

Target Segmentation

The segmentation of the market is about identifying different categories in the broader market with the objective of meeting their needs independently. The focus of selecting a smaller and defined categories is a strategy where customers sharing a given characteristics like demographics, needs and interests are targeted as a group. In the public library business context the learners are the segmented into categories that include the lower-grade and upper-grade learners. The segmentation makes it possible to offer the necessary resources to each group like the arrangement of the facility based on their level of learning.

Target Customers

The target customers on the context are school learners in the community that are disadvantaged due to lack of public library that is functional on weekends. The library business is established to bridge the gap and eliminate the challenges of missing learning resources that will be available in the public library. The overreliance of the school library makes the resources scarce and limits the students to study only within the school environs but the public library offers them opportunity to study on weekends.

Unique Selling Points

In a business unique selling points can be considered as the basis of what makes services or products more competitive in the market (Basal, 2019). The public library business is ought to be compared with the school libraries where the learners are using in looking for knowledge through the available resources. The unique selling points include the spacious halls where students can study comfortably, presence of computer and internet for online services and e-books and finally well-designed shelves where books are arranged systematically for an easy access (Dickons, 2019).

Distribution Channels

The direct distribution channels are employed in the business where the middlemen are eliminated. The resources used mainly in the public library are the books (Osinulu et al., 2018). The books are collected from publishers and distributed to the facility to be available for learners. The direct channel is the appropriate because it saves time and minimizes consumption of the resources available.

Promotion Strategy

The promotion strategy is utilized in the form of online promotion especially the use of social media platforms. The social media is one of the mostly used platforms where information reaches many people within a short period of time (Osinulu et al., 2018). The print media can also be used in reaching out to more potential library customers.

Marketing Strategy

The business will opt for a social marketing strategy that comprises of both physical and online channels. The social marketing will ease communication in the area where information about a new library reaches to more people fast. The physical social marketing works where people are emphasized about the venture and this will have a significant impact for customer decisions. 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