Marketing plan part 3

Title: Marketing

Student’s Name:

Professor’s Name:

Date:

Marketing

Describe or list the feedback you received on Part A of your marketing plan. Explain how you will use the feedback to improve your plan.

The feedback is very important in every aspect. The feedback I received in part A will help me do better in my writing and make great improvements. I will rectify the areas that are a bit weak. The areas that I need to improve are the areas on sentence structuring as well as summarizing the researched items.

Develop a branding strategy for your product/service that covers the brand name, logo, slogan, and at least one brand extension.

Branding is a very essential aspect in every business since it strengthens the company's uniqueness as well as a competitive advantage over other companies. Branding has been attributed to the greatest successes that have ever been achieved by some of the most prosperous companies across the globe. Premier Cleaning Company already has a great brand that is derived from the world Premier. This creates a very good impression on the customers since it shows the superiority and quality of the services provided.

The company's slogan will be "keeping the world clean". This is a very appealing slogan as it motivates people to keep their environment clean. When a customer comes across such a slogan, he/she will get the impression that the company is aimed at transforming the world and making it better. A unique brand extension will be the provision of another service under the name of Premier Car Washing. This will be an extra activity that the company will undertake in addition to homes and commercial areas cleaning. The Premier Car Washing points will be distributed across the country to help in reaching more customers.

Logo

Thoroughly analyze the primary and secondary markets that you want to target. Thoroughly include the demographic profile (e.g., age, gender, ethnicity, etc.), psychographic profile, professional profile, geographic profile, and any other segmentation variable you deem necessary.

Cleaning services are in very high demand both in homes and also in the corporate or business areas such as offices and markets. Before one has decided on the target market that one needs to have in mind, it is important to find out the probable profitability of the business when selling the services to the market identified. Premier Company is aiming at exploring both the market available in residential homes as well as business areas. The primary market for the company is residential homes while the secondary market will be the business areas such as offices as well as markets. In most cases, the market in the residential areas comprises of the people who are employed and they are too buzzy in their work and therefore they are unable to undertake cleaning in their homes. These are the people between the age of 20 to 50 years who are still working in various companies in the country. The working class can, therefore, afford to pay for the services and this makes them an important market base for the homes cleaning business (Njoku, 2015). Another group of customers that the company target is the males who have not yet gotten married. These will form a very great customer base since most of these people mostly do not like engaging in cleaning their residential houses rather they prefer hiring individuals to clean for them.

Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors. From this map, create a statement that depicts your position.

The positioning statement for the Premier Company will be:

For customers who are searching for great quality cleaning services, Premier Company is an entity that offers varying cleaning services that are more special, affordable and reliable than those offered by other cleaning services companies and this makes the customers attain their hygiene targets since the Premier Company offers customer-centered services that are distributed and evenly positioned near the customers.

The statement is greatly showing the target market of the company's services which are the customers who are looking for high-quality cleaning services. This is an important point because every customer will look for services that meet their expectations. The brand of the company is also vividly shown and the quality and uniqueness of its services are also shown in the statement. The services were special, affordable and reliable shows that the company is aimed at improving the lives of its customers. The positioning statement is also showing the point of difference between the company and its competitors by showing the kind and quality of services it offers which are different from the other companies.

Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement are right for the identified target market.

The corporate world is attaining a lot of achievement as companies, firms and also individuals are working round the clock to ensure that they set higher business goals and achieve them effectively and efficiently. Production is one segment in the business. This involves creating or making a product or service ready to present it to the market. However, this is not enough to make a company achieve its goals. It has to sell its products and services to customers so that its business can continue and grow. Marketing is one of the most important aspects of every business. This is where a firm gets an opportunity to present its product to the consumers. It is a very sensitive but fundamental aspect that has been widely taken with a lot of consideration by various entrepreneurs.

Marketing can be defined as the way a product or service is presented in the market for the buyers to access them and buy them (Njoku, 2015). However, before the marketing process starts, a lot of factors have to be considered. The people who are buying the products or services are a very important part of a business. These are the consumers who ensure that there is business continuity whereby the producers produce which the consumers buy the products and services. Therefore, it is extremely essential for a business to well understand its customers and their preference, behaviors, and tastes. Successful companies have invested heavily in the customers' satisfaction strategies as well as learning about what they like and how they behave during the buying process. There are various factors that very important for entrepreneurs to understand. These include the behavior of consumers, types of consumer behaviors as well as the key factors that directly and indirectly affect the behavior of consumers.

Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo, slogan, brand extension, as well as the positioning statement are right for the identified target market.

Various things make customers get attracted in purchasing a particular product. The Premier Cleaning Company has a lot of features that make it attractive to many customers. First, it's the brand name which is Premier Cleaning services makes it unique to many customers. the brand sounds genuine and special thus attracting many people's attention. Its logo as well is simple and clears the fact that it portrays the company as a genuine and reliable one. Its slogan is professional and it clearly shows the company's goals and the benefit of cleaning the world. It's brand extension shows that the company offers various services which are all aimed at making the world a better place to live. The most important aspect of the company is its positioning statement as it shows its value to customers and the uniqueness of its services.

Consumer Behavior

Consumer behavior can be defined as the way buyers of products and services conduct themselves when during the purchasing process (Luo, 2019). Consumers are occasionally seen as the god of the market. They have to be treated with a lot of care, respect, and concern. Without them, no business can thrive. Producers would stop producing goods and services since no one would be ready to purchase them. This behavior is impacted during the evaluation and purchase of products and services. It is paramount for the producer to have adequate knowledge on the behavior of consumers so that they can be able to produce goods and services that suit the customers’ needs and preferences. Consumer behavior has unique characteristics and features. Consumer behavior is directly affected by general human behavior. Both the customer behavior and human behavior are part and parcel of each other. They cannot be separated. Human behavior is the one that makes a buyer decide what to buy and when to buy it. This behavior is the one that translates to consumer behavior. The past behavior of an individual can be used to project his/her future purchase behavior.

Consumers' purchasing behavior keeps changing. This is because what one is willing to consume today will not be the same on another day. Tastes, as well as preferences of human beings, keep changing. For instance, if a new product is introduced in the market, customers can be pleased with it and can change their preferences instantly. After consuming the product for quite sometimes, the customers might change their preferences and decide to purchase a different product. In addition to that, when a consumer buys a banana today, he/she might buy another fruit tomorrow.

Factors such as social, psychological as well as physical directly impact on the behavior of consumers. Social factors such as religious beliefs have a very great influence on the behavior of consumers. For example in some communities, it is believed that women should stay at home and do home chores and this is affecting the Premier Company’s marketing of its services in such areas. Psychologically, consumers might be having a particular perspective towards a certain product. If the consumers have a negative perspective or assumption about the product, they can decide to refuse to buy it. Physical factors include the nearness of the product to them or even how a product looks like or if it can meet their physical needs. For instance, if a person is physically disabled, he/she will prefer to buy a wheelchair to enable his/her move. When the person gets healed, preference can change from a wheelchair to a car.

The behavior of the consumer is also a process, not an event. It usually starts even before the product is produced and presented in the market. When the consumers are expecting a new product, there start thinking or assuming on how the product will look like or how it will meet their expectations. Then when the product is produced and presented in the market, the behavior of consumers goes on. This does not stop there. After the consumers have purchased and used the product, they either like or dislike it and this determines their future buying behavior.

Various consumer behaviors

Countless consumer behaviors exist in the current corporate world. Consumers will behave in very different ways at different times. The most popular consumer behavior is the purchasing intensity which is portrayed during festive seasons. During various festive seasons such as Christmas, Easters and New Year celebration periods, supermarkets, malls, hotels, and shopping terminals are always flooded with great numbers of customers. in addition to that, cleaning services for homes and other celebration venues are in very high demand. Premier Company will utilize this opportunity during these pick seasons for high profitability. Some consumers even save a lot of money throughout the year so that they can spend them during festive seasons. During Christmas for instance, sales of foodstuff, clothing, and vehicles drastically increase. This is the period Christians celebrate the birth of Jesus. Most of the workers are always off duties and they spend ample time with their families. Activities such as car wash are in high demand. Some of them buy clothes to please their family members. The tourism sector also benefits a lot since a lot of tourists visit animal zoos, explore various tourist attractions sites and make a lot of travel. Tour companies highly source for car washing services for their vehicles. In addition to that, during Valentine's seasons, consumers usually purchase a lot of gifts for their loved ones. Hotels and other recreational firms receive a very high number of visitors. When this is the case, cleaning services in such areas such as hotels are in high demand. Premier Cleaning Company will make sure it increases service delivery during such seasons of the year.

References

Luo, L. (2019). Temporal Modelling of Customer Behaviour. Basingstoke, England: Springer.

Njoku, V. (2015). Success Plan and Positioning Strategy 7.0: Closing The Gap Between Your Primary Goal and A Successful Outcome. Outskirts Press.

Ozuem, W. (2016). Competitive Social Media Marketing Strategies. Hershey, PA: IGI Global.

Sobh, T. (2010). Innovations and Advances in Computer Sciences and Engineering. Berlin, Germany: Springer Science & Business Media.