Running Head: Marketing Plan 1
Disruptive Marketing Plan
Stacey Greer
School of Business-Liberty University
BUSI745-B03
Dr. J. Hendrix
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Marketing Plan
Disruptive Brand Plan
Puma is a multinational company that specializes in footwear and casual clothing. It has
made innovative designs and applied smart marketing strategies to sustain growth and
profitability (Gupta, 2016). As a leading brand, the company has a big carbon footprint. At the
same time, customers are conscious of the impact that big brands have on the environment. Puma
has the Clever Little Bag, which is both convenient and reusable in the realization of this.
Although not for sale, the product has the power to propel the company to the next phase as a
green company.
Marketing Mix
The Little Clever bag is the product on offer. It fulfills a need for packaging needs for
Puma customers. Additionally, it helps them with their shopping needs once they have removed
the initial product. Therefore, it meets several requirements of the consumers while catering to
environmental concerns. The pricing of the product is attached o the purchase of another product.
A customer will have to get another Puma product to have the bag. For example, when a
customer purchases sports shoes, they come with the packaging.
Similarly, the promotion of the product will happen alongside the said brands. Since it is not a
standalone brand, the promotion will occur when the other products are advertised. The bag will
be part of the promotion where the benefits of the products will be listed. Also, the process of
making the bag will be made known to consumers.
Further, the uses of the bag will be illustrated during the promotion campaigns. Therefore, it
comes as an addition upon purchase of the selected product. However, it is this brand that is
expected to help drive the sales of the other brands. Those in the procession of the bag will use it
for their shopping needs. As they move about their shopping donning the bag will draw other
shoppers' attention and talk about it. The users will be aware of the benefits which they learn
during the promotions. The same information is expected to be shared by the same customers
through word of mouth. The product is available both online and in brick-and-mortar stores.
Amazon and eBay will lead in stocking shoes packaged in the Clever Little Bag. It is also
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expected to be available in other small online outlets. Brick and Mortar stores, including Wal-
Mart and Target, will stock the products.
Product
The Clever Little Bag is a packaging that addresses the packaging needs of puma customers. It
comes as packaging for the said products. Additionally, it is reusable, which is its main attribute
(Dangelico & Vocalelli, 2017). The regular plastic packaging allows customers to use it for their
shopping needs many other times once they have purchased a pair of shoes packed in the bag.
Further, it is recyclable, and thus consumers can have it returned to their point of sale, where it
gets back to the company for recycling.
Price
The product comes for free in the meantime. Since it is not a standalone product, it does not have
a price tag. However, customers are expected to purchase particular brands of Puma shoes to
have the bag. In this way, the cost will be covered through the sale of the shoes, and thus the
company will not incur losses.
Distribution
At the initial stages, the product is available online and offline in the United States. However, the
product's use is expected to grow and available globally at all the places where puma products
are sold. Like the US market, both traditional stores and online shops globally are expected to
have the product alongside other Puma goods.
Promotion
The promotion of the product will happen when Puma shoes get promoted. The emphasis will be
on its benefits and sustainability. Although the company promotes its products on traditional
media, there will be a shift for this product. It will use online platforms, especially social media,
to market the product (Chen, 2018).
Target Market
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Marketing Plan
The product targets both repeat and new customers. It focuses on customers who are keen on
sustainability. At the same time, it seeks to inform the general population about the need to reuse
and recycle to ensure that the same products will be available for the current and future
generations. It is through this strategy that the product is expected to realize higher sales of its
other products. The product also paves the way for the planned apparel bags, allowing it to have
an easy marketing time.
New Primary Target Market
The organization would provide new opportunities to the customers by innovating new designs
according to their needs and demands. It has been determined from the research that customer
trends change over time; therefore, the organization would focus on providing new and
innovative products to the customers. For this purpose, the organization would hire new
employees that would get training from experienced employees. Moreover, all the employees'
training programs would be arranged to engage the employees in their work. Customers are
considered as the essential part whose satisfaction is necessary for the success of the
organization. Therefore, the organization would focus on demands claimed by customers to meet
their requirements.
Demographic & Economic Trends
The survey has claimed that the human population is being increased day by day. It has become
essential for organizations to implement such strategies within their workplace that pollution can
be decreased. Various organizations use plastic material for their products, and plastic has been
proved hazardous material for people. Technological changes have become an essential part of
life, and government of all the countries either present on a small scale or large scale is trying to
implement such strategy that the population rate can be reduced. Therefore, Puma is trying to
focus on satisfying the customers by providing them reusable products. It has been determined
from the analysis that such organizations become able to attract customers using degradable
products. Puma is one of those organizations that is working with bio-degradable products.
Urban areas are being increased because people from rural areas are also shifting toward urban
areas. Therefore, the organization is targeting the people of urban areas to give them more
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Marketing Plan
facilities. The use of such products that can sustain the environment has become the
organization's primary need; therefore, Puma focuses on implementing such a strategy in their
workplace.
Analyzing the Consumer Market
Social Factors
The customers know the importance of sustainability of the environment. The rate of
pollution is increased day by day due to which the customers are trying to shift those
organizations are using degradable products. Thus the organization has targeted this factor of the
customers and has introduced bright bags to sustain the environment. The customer's behavior is
being changed for different years, and it has been determined that only that organization can get
success in the market that can satisfy the customer. Puma is trying to implement such a strategy
to give such products to the customers that can provide their environmental sustainability.
Psychological Factors
The psychological need of the customers would also become targeted. The customers'
psychology is to purchase the products from those organizations that are beneficial for the
environment. Therefore, Puma would launch innovative bags so that the customers can reuse the
material and the environment can become sustainable.
Customer Needs
The products would satisfy the customers by giving them all the facilities that they need in
their life. It has been determined from the research that the customers are an essential part of the
organization, and success cannot be gained without making products according to their needs and
demands. Therefore, the products would be made to fulfill their needs.
Positioning
The organization would get competitive advantages due to the implementation of this strategy.
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Marketing Plan
Competition
Criteria for Comparison Your BRAND Your BRAND After This
New Disruptive Idea is
Launched
Competitor # 1 – a
name that brand
Price - MSRP Range $100 $120 $500
Product Unique
Attributes
Unique products Reuse able products> Innovative products>
Placement – points of
distribution
United States
>
Different areas of the
United States
United States
Promotion – where /
how do they advertise
Social media
marketing>
>
Social media
marketing and
traditional marketing>
Social media
marketing and
billboards
Other Items of
Comparison (replace
with YOUR comparison
point)
Market Research Plans
A questionnaire would be used to conduct market research because it has been determined that
the questionnaire is the easiest method that costs less money and time. The study would be
completed by online means because less time would be consumed by this method. Participants
would be free to fill the questionnaire at any time because many questionnaires would be served
at one time by this method.
Promotion Plans
Social Media Marketing
Social media marketing is an effective method to attract customers and increase sales through
social media platforms. Various social media platforms that most organizations and
organizations use to attract customers are Facebook, Twitter, Instagram, Youtube, and Tik-Tok
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(Tuten, 2020). There are two types of social media marketing that the organization should use to
market its products that are following
Organic social media marketing
Paid marketing
Organic social media marketing
The main focus of organic social media marketing is to build a passionate community and make
a good relationship with the customers by inducing their effort and increasing the customer's
loyalty. Various methods can be used for this purpose so that more customers can get attracted.
As a result, the sales rate can be increased. In this method, the organization can position its brand
as an authority to enhance the niche. The easiest way to engage the people and contribute to the
valuable sights is to learn about methods that can appeal to most customers' attention
(Saravanakumar, 2012).
One other method to enhance customers' loyalty is to improve the value by providing high-
quality products. This method can enhance the organization's reputation in front of other people,
due to which customers become able to get motivation from the organization (Neti, 2011).
Various methods can be used to reach maximum customers in the organization. Some of these
methods are following.
Focus the efforts on the right places
The focus is essential in organic social media marketing because different distracting things can
prevent people from using social media for marketing. Most organizations assume a need to be
present on all platforms to target the customers, such as Facebook, Pinterest, and Instagram.
Nevertheless, this concept is not correct because focusing on the right places to attract customers
is essential. The powerful method to get accurate information about the customers is to ask the
customers their needs and preferences. Therefore, the organization would ask the customers
about their needs and requirements to make products according to their demand.
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Marketing Plan
The information would be collected by conducting surveys with questionnaires, e-mails, and a
quick call to the regular and loyal customers to become motivated. Thus most important social
media platforms used for this purpose can be determined by surveys and short needs. The share
buttons can also be used to market the content to target more people. These tools can determine
how many people share the content to determine people's success and interest. Thus the numbers
of shares can be used to determine how the organizations should focus on target customers. The
last method to focus on the right places is to analyze competitors' functions because the functions
that are giving benefits to the people can be used regularly (Neti, 2011).
Post Evergreen Content
The organization would be involved in posting evergreen content that is easier to be done. The
lifespan of the post of social media platforms varies based on content added in the center.
Therefore, organizations need to enhance the position of social media to get engaged with the
organization. The organization should focus on marketing the business on social media platforms
to take more benefits. The organization should be involved in posting something funny or
educational to become attracted the organization. Thus it has been determined that emotions are
also involved in this kind of marketing, and the feelings of customers are highly focused on this
marketing (Kaur, 2016).
Work Smart not hard
It is the era of innovation, and people are using technology to get success in the market.
Therefore, it has become essential for people to work smarter, not harder, because time, money,
and effort can be saved by this method. The organizations are now inspired to work smarter to
save their time and learn various other skills and technologies they can use for personal and
professional life. Therefore, the organization's success with an organic social media platform
depends on more innovative work. The most famous social media platform, such as Facebook,
has revealed that this platform's average user is subjected to 1,500 stories in a day. Therefore,
only the most relevant posts should be displayed in the feed. People need to use and share only
the most relevant posts to attract that post (Linegar, 2015).
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Marketing Plan
Some organizations are focusing on posting more posts on social media. Still, most organizations
have realized that instead of posting more content, high-quality content is essential for its
success. It has become clear by the experiments that quality matters most as compared to
quantity. The posting of less material but high values material increases the organic reach. As a
result, the person becomes able to expand the business all over the world. The research on this
topic has claimed that the organizations should post twice a day to become connected with the
organization and play an essential role in its success.
Use targeting to enhance organic potential.
The tactics vary from platform to platform, and the organization's success depends on the
significant targeted audience, which can boost organic potential. There are different options that
the users of Facebook can use are following.
Status
Relationship
Gender
Language
Location
Age
Education level
Post and date
Interest level
Thus the options are also different for various other platforms such as Twitter and Instagram.
People can use hashtags for this purpose so that a more targeted audience can be focused. The
organization should find such methods that can be used for concentrating more target audiences
so that the organization's success rate can be increased. They are trying to find such ways that
can be used to enhance the targeted customers efficiently (Opreana, 2015).
Post during Slow hours
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Marketing Plan
It has been determined that people should post in slow hours so that more people can interact
with the content because the experiments have proved that the posting of content when all people
are online throwing the content in the hurricane. Therefore, the organization has become aware
of posting the content only when all the people are online. They have claimed that people should
post in non-peak hours (Shen, 2013). The organization should be determined that some non-peak
hours are following
Facebook (Thursday and Friday) mostly between 1 pm to 3 pm
LinkedIn (Tuesday to Thursday) between 7 am to 8 am and 5 pm to 6 pm.
Twitter (Wednesday) mostly between 12 pm to 6 pm
Post only the correct type of content
Different types of content are used for marketing purposes, from which the most common types
are videos, links, status, photos. The organizations are mainly engaged in the videos because it is
the easiest method to target most audiences.
The studies on this topic showed that 3.7% focused on the photos to the target audience, 5.3% of
people used links, 5.8% of customers are engaged with status. In comparison, 8.7% of people are
targeted with videos in which famous personalities enhance customers' attraction (Khan, 2013).
Promote the profiles everywhere
The organization should turn Facebook likes into Twitter likes so that they can connect with
them. The organization should promote the profile on all the platforms because social media
marketing aims to target maximum people. Therefore, people need to enable social media
profiles on all platforms such as Facebook, Instagram, and Twitter. The organization should turn
Facebook likes into Twitter likes so that they can connect with them.
Post right balance of applicable content
The researchers have found that the organization should use the 80/20 rule to promote the band
because it is a proper method to attract more customers. 80/20 rule means that 80% of data in the
posts should help the people learn from those posts, while only 20% of data should be used to
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Marketing Plan
promote products or services. When the organizations only promote their products on social
media platforms, no material is shared for the learning and knowledge of people. The chances of
success are increased efficiently. 80% of data in which the organizations share material for
people's knowledge is vital to bring new customers to the page. It also helps the organization
build good relations with the customers so that productivity and profitability can increase
(Hutchings, 2012).
Interact with the Followers
The researchers have found that the organizations should interact with the followers to become
loyal and interest in purchasing the products. When people become attracted to the page,
increasing sales on organic social media platforms is easy. The organization should be more
engaged with this process because they can continue this process along with the job. Therefore
when they conduct this job, they need to connect with the people with the help of comments so
that the organization's reputation can be increased efficiently.
The people who comment in the post indicate that they are genially and seriously interested in
purchasing the product. Therefore, it is essential to reply to their comments in a decent manner to
buy the products efficiently. It is considered necessary for the organization to present on a small
scale or large scale to make good relations with the customers to increase the customers'
satisfaction rate. Thus reply to all the comments of social media posts is essential to become
satisfied with the organization. The organizations are also taking part in marketing activities.
They have found that reply to comment on the posts is essential to engage more customers to
increase their productivity and profitability (Bali, 2019).
Paid Social Media Marketing
There are various social media marketing types, such as organic social media marketing and paid
social media marketing. The difference between both types of marketing is that money is used
for paid social media marketing. It has been determined from the research that almost 2.1 billion
people are logging into Facebook daily, which showed a huge active audience that can be
targeted with the help of Facebook. The organization should be agreed to invest money to target
more people on Facebook. All the people who log in Facebook cannot consider as targeted
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Marketing Plan
audience and ideal customers. Therefore, the organizations need to select only a target audience
to become attracted, and only ideal customers can be selected for the marketing purpose
(Fulgoni, 2015). The primary aim of investing in the Facebook advertisement is following
Promote the page so that more customers can get engaged with the organization
Send people to the site so that they can play a role in the success of the organization.
Increase the engagement of customers in applications
Enhance the attendance of people
Increase conversion of the site
Get more views on posts and videos.
Get installs of the application.
Reach more people for the business
There are various elements of the Facebook advertisement that can be used for getting success in
the organization. Some features can leads to failure, while some can leads to the success of the
organization. Some organizations' eye-catching visuals are considered necessary for the people.
The organization gets hit in the business, while on the other hand, using the same eye-catching
visuals by other organizations can lead to the organization's failure.
The process used for getting success in the organization by paid social media marketing is the
following. Organizations should also use this kind of marketing to increase the productivity and
the profitability of the organization. A campaign is conducted on Facebook to promote a specific
product or service.
Choose the Audience
The first step of paid social media marketing is to choose the audience based on various types of
filters. The determination of efficient and practical criteria for the organization's success is not a
quick and straightforward process. The research has determined that much money, time, and
effort is invested in getting most customers (Alalwan, 2017). The filters that can be used to target
the specific audience can be set based on the following criteria
Gender
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Marital status
Parents
Education level
Income level
Location
Age
Work
Politics etc
There are various numbers of people present on the medial social platform. Therefore, selecting a
specific audience based on demographics is essential to get success in the organization. In this
process, an initially broad audience is selected, and then it is refined based on various
characteristics needed for the organization's success. The organizations have determined that the
audience's selection should be made with great caution so that the chances of failure can be
reduced efficiently. The social media platforms give the organization the ability to target more
customers with e-mails or phone numbers. E-commerce retailers commonly use this type of
method for advertisement purposes (Lipsman, 2012).
The organizations can target the former customers with the help of information they have
provided in the checkout. The uploading of the contact information database on Facebook and
other sites helps the organization find the most appropriate and matching users. It has been
determined from the research that a lookalike audience is more powerful. The first process in this
method is to select the custom audience. The audience can be determined from the contact
information that has been imported and the list of the audience who have liked the pages in high
amounts. Thus, social media platforms help the organization pull the data from the demographic
data such as gender, age, and location so that the audience that matches the organization's
features can be selected and then targeted efficiently. Thus it has become clear from the research
that instead of guessing customers, it is essential to pick them scientifically.
Select Budget
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The organizations need to select the budget so that more audience can be chosen for the
organization. The organizations that are present on a large scale set the store before the start of
the Campaign. An example of a lifetime budget is that if the organization has established a $50
account for a lifetime, then it means that the ad will be run on the social media platform for
almost five days. Then it would automatically vanish from the forum. Thus the organizations can
set the daily budget. The budget is the amount that determined how many people and what kind
of audience will be selected for marketing. The organizations have to spend at least $5 for
marketing on social media platforms such as Facebook, Instagram, and Twitter (Evans, 2010).
The four main options for which the organizations pay money to the social media platform for
marketing are
Clicks
Objectives
Daily unique research
Impressions
Objective
If the organizations have chosen an objective as an option for marketing, then they have to give
charges based on the number of people who have completed the goals. For example, if the
organization has selected the object, then when the user will see the ads and will play the ads, the
organizations have to pay for them.
Clicks
Pay Per Click is considered the most important and popular option for paid social media
marketing because the objectives option does not generally match with the opportunity.
Therefore, most organizations use this option in which organizations have to pay per click to
increase the organization's success.
Impression
Impression deals with quantity compared to quality; therefore, the organization did not use this
type of advertisement because there are fewer benefits of this kind of option.
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Marketing Plan
Daily Unique Research
This type of marketing is also similar to Cost per Impression. In this process, the social media
platform shows the ads to many people within the selected budget and the chosen audience. If
the target audience is short, the organization should not worry that the post will lose its impact
because it will reach the targeted customers.
Select the length of Campaign
The people think that the advertisement should be run for maximum time to get knowledge about
the content. However, the organizations have determined that the Campaign's length should be
selected before the start of the Campaign to get maximum benefits before becoming expired. It
has been chosen from the research that after some weeks of getting fame, the posts on various
social media platforms lose their effects and become useless for the people. When people see the
same position for more than several weeks, the ads develop "ad blindness." There are also some
numbers of people who become frustrated with the same content and select the option "hide" for
that post, due to which the efficacy of the organization is decreased (De Vries, 2012).
One other reason organizations focused on determining the specific length for the ads is that the
rate of innovation has increased, and people's taste has changed from time to time. Therefore, the
organization needs to advertise recent posts according to the customers' needs, interests, and
preferences because customers are the organization's primary target. Organizations should try
new opportunities and variations by making changes in their content to be attracted to purchasing
the products and services. The customers can become satisfied with the organization.
When the specific ad runs for more time in the organization, getting opportunities to enhance the
progress rate and getting the customers' attention also decreases. The audience's size should be
selected based on the budget that can be used for that Campaign. When the organization targets
only a small measure of people with a big-budget, then the ads will be shown to a small number
of people again. The chances of developing ads blindness will also be increased. The
organization should found that the ideal time for the specific Campaign is two weeks because it
is good enough that the audience would not become immune or sick to that advertisement. The
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organizations should do experiments on how many days are efficient for the Campaign's
advertising to target more customers (Thackeray, 2008).
Public Relations
The organization should use the free publicity method by marketing the brand on online
platforms discussed in social media marketing.
Traditional Marketing
There is no doubt that the concept of social media marketing has become more critical for
organizations to get success in the market. Still, it is also essential for the organization to market
its brand on television and radio because some people use traditional entertainment methods.
Financial Viability of Plan
The organization would focus on making such a financial plan to complete the project in less
time. The financial plan should be so that the chances of meeting the whole project in less time
would become possible.
Relationship Marketing
The relationship would be made with customers by innovating the products according to their
needs and requirement. Moreover, all the customers' demands would also make them satisfied
and attractive for the business.
Socially Responsible Marketing
I would recommend that the brand use social media marketing applications such as Facebook,
Instagram, and TikTok to engage the customers. Customers are an essential part of the
organization, and their satisfaction and attraction are necessary for the organization's success.
Therefore, the organization should use social media marketing to enhance the growth in the
market.
Christian Integration for Brand
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The organization would give the customers gifts on Christmas day because it has been
determined that Christians become attracted when presented on their special occasions.
Moreover, the organization would make products according to Christians' demand to make it
brand for Christian.
Recommendations
I would recommend to the organization to implement a customer relationship management
strategy to get competitive advantages. The competition rate has been increased over the last
many years, and all the competitors are using the latest advanced technology to make products.
Therefore, Puma should use advanced technology in the workplace to create new innovative
products to target customers from both developed and developing countries.
Conclusion
Thus it has become clear from the study that marketing is essential for getting success in the
market. There are various marketing types, but Puma should use social media marketing because
getting hit in the market is high in using social media marketing. Moreover, the organization
would introduce degradable bags to make the environment free from the population.
Implementing this strategy would give benefits to the customers, but the environment would also
become stable.
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