ssignment 4: Part D: Your Marketing Plan

Assignment 2: Part B: Your Marketing Plan

Course:MKT 500

Date: 13 May 2019

Marketing Plan.

The marketing department of Yonah Back Home Shipping Services works independently on various campaigns. The company has a board of directors along with other departments sits for a meeting before introducing any additional future to the service. Since we use Facebook as our main marketing tool, a reasonable monthly budget is kept aside for the marketing department.

Feedback

The marketing department chose Google form as the ideal platform for getting customer feedback. The respondents were provided with a link that would directly take them to the survey. All potential customers were contacted individually through Facebook, with a custom catered message to intrigue their interest in the survey. Around 150 different potential customers were approached over a period of one week and a total of 110 potential customers responded. The questionnaire was designed to be interactive, relevant and short questions.

The sample of the questionnaire is mentioned below:

1. How significant is speed of delivery to you? A) Important, B) Not Important, C) A little important

2. Would you be happy to pay a charge delivery? A) Yes, B) No

3. How do you regularly pay for delivery? A) Credit Card, B) Cash, C) I order Online

Among the question, the report will only take about this three questions. They are: How important is speed delivery to you? Would you be willing to pay a fee for delivery? How do you typically pay for deliveries?

From the analysis, it is seen that approximately 60% respondents wanted a fast delivery. 70% of respondents would pay a fee for delivering items and 30% would not. 88% of our respondent prefer cash as the method of payment. This finding is interesting because we can learn more from our mistakes and get an opportunity to offer them a better solution at an economical price. This data gave a new insight for Yonah back home shipping services before the soft launch of the idea. It helped the firm to understand the needs and demands of the potential customers. Most importantly, it allowed YONAH BACK HOME SHIPPING services to stick to its core principle of ‘Always listen to your customers’.

Branding Strategy

Yonah Back Home Shipping branding strategy is to build the brand using social media. We plan to use social media to expand and grow the business. We will create marketing materials like posters, brochures, leaflets and business cards that describes the service we offer. Our aim is to cater for the shipping needs of Africans especially those from Mano River Union countries on the west coast of Africa. To reach the target market and beyond, Yonah Back Home Shipping will have a full blown marketing strategy. We will use social media especially Facebook for marketing as it is cost effective, popular among Africans and to keep our clients up to date. Yonah Back Home Shipping will have one logo for allow our social media pages, print media and on our website. Our logo will have the initials YBHS and the slogan ‘Always listen to your customers’. YBHS will target Africans especially those from Mano River Union countries on the west coast of Africa. We will use Facebook marketing, emailing and maybe even sales persons to advertise our service. Once we understand our customer taste and needs we can design special programs for them and give incentives to buy.

Primary and Secondary Markets

The primary and secondary target markets that YBHS focuses on is understanding and analyzing consumer demand relative to the location and demographic profile of each customer. What stands out to maintain and officialize the brand against the competitors in the market? How does it appeal to the consumer? The list goes on. YBHS’s primary market is Mano River Union countries on the west coast of Africa. Resettlement programs led to the migration of people from those countries to Australia, America and some parts of Europe who constantly purchase and amass needed items for shipment to families and friends back home. YBHS is an attractive company because according to our motto, always listen to your customers’. This process remains effective, and consistent with commendable reviews by word of mouth and internet sites. YBHS’s secondary market is the segment comprised of other African countries especially West Africa. With this West African countries, studies have shown that, they constantly purchase and amass needed items for shipment to families and friends back home. This are the factors YBHS considers very serious while marketing its brand. The primary market targets syncs with secondary market targets. YBHS has invested in research for further expansion of the business across the globe.

Position Statement

Additional market research is conducted after one year of implementation. The available data showed that the quality of service improved from seven to nine. Customers were unanimous about how they felt about pricing and feedback. Customers now see more value in the services due to social media boards and additional offerings. The marketing plan of increasing customer engagement by 85% was successful. We set ourselves apart from the competition by our unique services of delivering goods to people living in West Africa. I am certain numerous contenders will attempt and pursue our model but we are making it clear by setting the trend. The chart below demonstrates the objective the organization needs to achieve once the outcomes are accounted for from the inception of the advertising methodology. The map demonstrates what every web-based social networking outlet would need to have a percentage in order for the objective to be met.

Relevant Consumer Behavior

I have an objective market that is various. We are not attempting to engage one fragment of individuals in light of the fact that our service is for everybody regardless of what the age or economical gathering. The media are a piece of the web-based social networking story. Computer innovation keeps on getting smaller, all the more dominant, and more affordable. What's more, it appears to be inescapable. The Internet makes it an awesome time to be alive. Mobile marketing is developing on the grounds that our mobile phones are especially helpful: They contain our personalities and those of the general population we converse with every now and again. They are our entrances to Facebook and other web based life organizes, our essential methods for sharing data and diversion. We participate in basic social discussion, forward entertaining messages, and offer recordings, connections, and music.

Quantitative Market Research

· Quantitative quantifiable investigating is the get-together of numerical data normally acknowledging genuine examination to comprehend design in the data. The basic trademark for quantitative quantifiable contemplating is that it thinks about connections and precedents in the data to be effectively found and comprehended. It ought to in addition be seen that because of the organized request, quantitative measurable studying is a legitimately formed verifiable research process and can accordingly join a more noteworthy number of respondents to investigate the investigation. There are various kinds of information accumulation in quantitative statistical surveying. They incorporate; Online/Social Media

· Email

· Telephone

· Face to face

Before starting our business, it is crucial to carry out quantitative research as it gives factual data and figures that features target market interest and can help secure financial investors, It likewise empowers managers to arrange sale figures and income. These should be possible using target showcase reaction rates and any valuing data or inclinations that are uncovered by respondents amid the research.

Marketing Environments and Strategies

A clear promoting system is fundamental for business achievement. It characterizes the long haul plan for how a product or administration will accomplish and keep up an upper hand in a distinguished market. Setting up this forthright adjusts the association around how you will achieve your intended interest group, clarify the advantages of your offering to them, and urge them to move toward becoming clients.

Setting a strategic marketing system is essential to keeping your group in a state of harmony and performing admirably. It adjusts the whole organization around shared market, business, and item suspicions. This is critical to propelling efforts and limited time exercises that adequately connect with potential clients, drive income, fabricate brand mindfulness, and reinforce the association with existing clients.

Our Marketing Strategy builds up the accompanying:

· Objectives that decide how achievement will be estimated

· Who will get the most incentive from your item or administration

· What you think about the objective market

· Advantages of utilizing your item or administration

Objective: Drive prompts inside deals

Metric: +500 every month

Objective: Raise preliminary to-paid transformation rate

Metric: +5%

Objective: Enhance online life nearness

Metric: +800,000 devotees by year end

Marketing Science Of Customer Behavior And Products

Shopper conduct, likewise called client brain science is a part of connected brain research promoting and authoritative conduct. It analyst's client basic leadership procedure and manners by which they assemble and examine data from the earth. Buyer conduct additionally alludes to the activities appeared by purchasers while deciding. With this reference, this project has been prepared to put a light on marketing strategies for promotion of products at YHBS. This project is completely based on market research. We have taken sample sizes. On this basis we have taken 35 samples sizes and assessed the quality of customer satisfaction at YBHS. Then we formulated conclusion and recommendations to improve quality.

ASSESS TARGET CUSTOMER SEGMENTS AND POSITIONING PRODUCTS WITHIN THESE SEGMENTS.

Assessment of target client fragment include following stages, showcase Segmentation, ID of target advertise, situating, showcase arranging. Market division includes distinguishing proof of clients need and market portion and furthermore create profiles of coming about market fragments Distinguishing proof of target advertise includes assessment of alluringly of each portion and choice every section. Situating distinguishes the distinction of focal points of each fragment and improvement just as choice of situating ideas Market arranging characterizes the improvement of promoting blend for each fragment as indicated by the picked position

MARKETING FRAMEWORK THROUGH A SITUATION ANALYSIS.

Our marketing analysis is categorized into 4. Company, Customers, Competitors.

Company:

Strength and weakness, Goals and Objectives, culture and resource including technology and expertise

Customers:

Market Size, purchasing habits, overall customer satisfaction, perceived value by customers

Competitors:

Current and Prospective, Strengths and weaknesses. Products and market share.

MARKET SEGMENTATION AND APPROACHES

RECOMMENDATIONS BASED ON MARKET ANALYSIS

Our research report has provided accurate and latest trends related to industry size, demands and growth opportunities based on the market drivers and restraints. Our analysis of offers focused scene of the general market with organization profiles. Our analysis provides a detailed market overview and the premise of utilization fragments and gauges the market regarding income and volume amid the conjecture time frame.

BRANDING STRATEGIES FOR EXISTING AND NEW PRODUCTS OR SERVICES

Branding is important in marketing. It creates: user loyalty, confirms your credibility, clearly delivers the message, emotionally connect your target prospects with our service and also motivates buyers to buy.

References

Peter, J. P., Olson, J. C., & Grunert, K. G. (1999). Consumer behaviour and marketing strategy (pp. 329-48). London: McGraw-Hill.

Cravens, D. W., & Piercy, N. (2006). Strategic marketing (Vol. 6). New York: McGraw-Hill.

Kotler, P., Roberto, E., & Hugo, H. (1991). Social marketing. Econ-Verlag.

Increase Customer Social Media engagement by 80%

Facebook 35%

Twitter 15%

Youtube 15%

Instagram 15%