In this paper would be discussed the positioning that the business is expecting to participate and the opportunity to profit from our products. The strategies marketing programs will support uniqueness, competitive advantage, adjusting to market conditions, trends and changes in the local area of West New York. The marketing mix is based in the type of media that our company will use to promote our product from the store and how the price will affect our strategy in the company.

3.5 Positioning

There are other similar stores around the area by rivals, with similarly positioned as customized with a high end power packed gaming computers. Nevertheless, most of the competing products are made by other companies who sell the products to a high price, and customers do not believe those companies to deliver the specific high level of service or condition that can be expected by a bigger company or decrease their price any time soon . On the other hand, Other companies such as RadioShack, and Store Solution have high end products such that are based on the latest technology and lower cost than other stored in the area of West New York, but they do not keep customers service and ability to customize client’s item products at a very detailed level, attention to detail that we offer to customers in our stored. This shows that there is a crack in the market, where a customer is not able to see both high quality and established brand along with the ability to configure their product, primarily a product that is classy and have very high participation in terms of customer choice making. Given that Dely’s tech would have the ability to execute this gap due to its superior product quality in the store. Also, the ability to customize business model by providing, the merchandise can be uniquely placed as the being able to uniquely and accurate effectively meet the demanding needs of a hard core gaming customer, business office, and general public with a fully customized products while, guaranteeing that customer can commitment and sureness of quality and buying from one of the best store in the area. Therefore the outcome would be positioned based on the uniqueness of our products, and clients experience, which would allow it to deliver better value and create a secure place in the customer’s attention so; they can feel like family when customer experience into the store.

3.6 Strategies

Given that Dely’s tech is a very strong individual store, and has a very well recognized integrated marketing strategy that it is able to executive in a actual localized and relevant ways in its targeted policy, the marketing programs that would be designed for the launch and promotion of the ‘store of the future’ gaming PC and general public would also be driven as a key factor of the strategies. Once the store is near completion and ready to be released the new strategy to the public, there would be a marketing campaign designed for the hard core gaming PC, electronic and technology based on the target market identification and positioning that has been identified. This would incorporate essentials elements where Human Resources would become part of the Dely’s tech marketing program, which would be used to influence the huge crowd that our store would be able to get to all potential customer. In adding to this, given that the target market for the gamers, tech, and high end multimedia users, there would need to be determined and customized marketing strategies that need to be fashioned to reach new customer in a very relevant manner so; they can come to the store. These market strategiesis based on the exclusive characteristics of the target market, the trends and shifts in the advertise, and by leveraging the latest in TV LED and social media, cellphones, radios HD, and online technology. Though, delivering the marketing program through these new age and customized channels as well, the Dely’s tech store along it would be strongly emphasized to ensure that the company is able to create a very strong place in the customer’s mind and build a very strong character in the community.

3.7 Marketing Mix

Product – The name of the product would be ‘store of the future” in gaming PC, cellphone, radios, TV electronic which very clearly shows that the product is a different much better warranty in the product, for our customer in the market. The product in each department should features, available all colors and shape, made of latest technology, and which a user would be happy to purchase product and play on. All the associated aspects such as warranty, maintenance service would be of the best variety from 8 AM to 9 pm from Monday to Saturday for parts and service warranty, same day service etc. All this would go on to position the product as the best in class, which along with business model would ensure that the company would achieve positioning purposes discussed above.

Promotion – There would be mainly two methods of promotion that would be used a) traditional and b) new age. The traditional method would include promotions carried out as part of the Dely’s tech human resources promotions that comes out on a weekly basis. Dely’s tech would include the store of the future into its catalogues, website, fax advertisings that would be sent to its retail customers and stored credit card holders through a variety of means such as post, radio advertising, and magazine advertising and banners on online media and on its website. The main objective of promotion through the traditional media would be to ensure that Dely’ tech can have a huge reach, of thousands of of customers is effectively leveraged, and there is a fast and effective awareness about the new product that has been launched to the stored, and to drive the early adopters to try the new product with potential customers. The second method of promotion would be using very targeted, relevant and direct way of promotion to the identified target customer. Therefore, there would be consumer promotions, sponsorships, targeted advertising on social networking, in local advertising during the games, contests for the target customer group etc., which would be used to better involve and connect with the local community target customer group, build a very strong gaming brand, technology and also generate interest and revenues to achieve the marketing and sales objectives of the company.

Place – The way the product is distributed, and the multiple options that would make it convenient for the customer to buy in our store would be a key factor, and Dely’s tech with a traditional and new age channels would be leveraged to the new challenge. Given that our product would have a well knowledge person on the floor to give the best advice of our product to store’s customers. Dely’s tech floor representatives providing technical recommendation due to the high end features and high involvement purchase. Each floor associate will be direct channels to connect and engage with the customers. Post order and assembly, the delivery would be done by a third party logistics provider directly to the customer’s homes. To ensure that Dely’s tech representatives would sell this product aggressively and up-sell the many options available to a customer, there would be sales incentive and commission programs that would be run to ensure that sales people are motivated to sell. In addition to this, a non-customizable version of the product would also be available to customer at each floor in each department so; that customers who want to touch and feel the product can do so, and to compliment the primary sales channels.

Price – Given that each product is going to be positioned as a high end, exclusive electronic, gaming and multimedia computer, the price would be set at premium and not much that market levels to align with this positioning. However, to ensure that the customer sees value and does not perceive the product to be overpriced, lay-way would be available for all customer, our stored credit card and there would be multiple options in terms of features and service that would be provided, and he would not have to pay for all the extra things unless they choose to include it in their package. Dely’s tech would provide attractive leasing options, where qualified customers would be able to take advantage of our finance offers and buy the product on a 6, 12 or 24 month lease, thus ensuring that they can maximize and optimize their purchase. Post the introduction period, and as the product enters the growth stage, there could be price discounts and offers given of free upgrades to push the sales of the merchandise, but on this product discounting would not be allowed to guarantee that its premium positioning is not obstructed.

3.8 Marketing Research

Given the enormous total of investment that would be needed to run the local marketing campaign in the internet at continued levels, there needs to be a lot of intelligent market research, and data analysis that help in determining the best course of action to be pursued. The primary source of data would be the heart Dely’s tech customer and historical sales data that could be mined to gain information about clients profiles and customer behavior in different regions, consequently; applicable promotions and marketing communications could be implemented. In adding to this, Dely’s tech would conduct primary research at direct places which are visited by the end customer such as hard core gaming contests, community center, colleges, LAN centers and malls and in the area so; that it could know additional about what would unite to fine tune, and adjust some of the expectations that have been made. Conversely, most of the statistics would be customer generated, and processed in real period to plan and implement the campaign, and if necessary to make certain changes on a day to day or weekly basis.

Document Format POSSIBLE POINTS: 5

Each draft of your Marketing Plan must be formatted per APA guidelines; and it must include:

COMMENTS:

1. Correct Contents – Submit only the sections and sub-sections asked for in the assignment.

1. No changes or updates needed … You’re right on track.

1. Title Page – APA style (including marketing plan number, company name, student name, & submission date)

1. Need to include draft number here.

1. Table of contents (with page numbers)

1. Need to refer only to content assigned to this draft.

1. Page header, number, and running head (on every page)

1. No changes or updates needed … You’re right on track.

1. Double-spaced text using Times New Roman 12-point type

1. No changes or updates needed … You’re right on track.

1. Numbered Headings using Times New Roman 16-point, Bold Face, flush left; and sub-heads using Times New Roman 12-point, Bold Face, flush left.

1. All numbered Headings must be Times New Roman 16-point.

1. Reference Page (APA style & updated with each draft)

1. No changes or updates needed … You’re right on track.

POINTS:

3 out of 5

3.0 – MARKETING STRATEGY OVERVIEW POSSIBLE POINTS: 10

Here, you present a brief introduction to the 4 sections of only this draft of your plan (do not re-submit information contained in draft two). Briefly introduce each section; then discuss any aspect of this section which deserves special reader attention.

Suggested length: 1 page

POINTS:

8 out of 10

COMMENTS:

Need to include a heading.

3.5 – Positioning POSSIBLE POINTS: 5

What is the position or “gap” that your product or service fills in the overall “utility, price, & quality spectrum” within this category of products in the marketplace? In other words, what consumers’ needs does “your” product or service fill? Is there a specific application that your product fits very well? Can you base the position on the uniqueness of the product, the product quality, or the pricing strategies? Is it possible to position your product based upon opportunities you found after research? What opinions and perspectives does your audience already have about this type of product?

Suggested length: ½ page to 1 page

POINTS:

5 out of 5

COMMENTS:

No changes or updates needed … You’re right on track.

3.6 – Pricing Strategies POSSIBLE POINTS: 10

Here, you offer a three -part explanation.

First, briefly explain how your marketing programs will support your company's strategic plan - company uniqueness, competitive advantage – to allow for sufficient profitability to cover your essential fixed costs (FC) and variable costs (VC) on which you will want to reflect (but should not be presented or listed).

Second and most importantly, propose a “standard pricing strategy” for the product/service and support your choice. Actually ‘identify’ the pricing strategy (from our text) that you have elected to pursue, and give your reasoning for selecting that pricing strategy? Be sure to indicate your standard pricing structure, and show examples.

Third, propose your “promotional pricing structure”. Explain special offers, discounts, or allowances for each market channel.

Briefly discuss how your proposed standard price and promotional prices fit into the target market and compares to the competition.

In this sub-section, it is “highly recommended” that you show a year-long illustrative graph or chart of price fluctuations.

Suggested length: 1½ - 2 pages

POINTS:

0 out of 10

COMMENTS:

Need a complete redi9rection of content. See above.

3.7 – Marketing Attack Strategy POSSIBLE POINTS: 25

This is the “Heart” of your plan … here you reveal details of your “Attack Strategy”. Here, you demonstrate your ability to create and disseminate "clear and consistent marketing message" to your chosen consumer audience.

This section of your plan is a complete description of your proposed marketing communications plan. It is the most important element of the plan … as this will outline your strategies, and your proposed “expense budget” that finances these strategies.

Be creative, but stay grounded in reality.

First, clearly describe your overall Integrated Marketing Communications strategy by creating a coordinated effort with advertising, public relations, internet, & sales promotion.

In this section of your plan, it is recommended that you create a sub-heading for each of these strategic marketing efforts; then provide a clear and succinct description of you will conduct each effort.

Show that you know how to use each of these marketing tools in a coordinated and interlocking methodology.

Your advertising, which is usually the most powerful and most expensive of your marketing tools, should incorporate many advertising venues which are mutually supportive. Fully consider such things as:

 Newspaper,

 Television,

 Radio,

 Magazines,

 Billboards & other Outdoor display venues,

 An ongoing fully-developed Direct Mail program,

 A complete Internet marketing strategy (with search engines, pop-ups & banners),

 Advertising Agency fees,

 … other.

Second, show & explain your proposed marketing expenses. Here, you must show a simple spreadsheet that clearly illustrates your anticipated expenses. You are not required to conduct detailed research on this section of your plan … offer solid educated estimations here.

Suggested length: 2 – 4 pages

POINTS:

0 out of 25

COMMENTS:

Again, you need a complete redirection of content. See above.

3.8 – Marketing Research POSSIBLE POINTS: 15

This section is a detailed expansion of your “2.2 Market Summary section”, and your “3.4 Target Markets” sections … but here you explain and “show” your marketing research.

Show research findings by cutting & pasting important data charts & graphs from the internet. Include data on your product/service industry, U.S. Census Bureau Demographics/Psychographic profiles (gender, age, occupation, education, life style geographic region, attitudes, purchasing characteristics, etc.), and any other pertinent corporate or industry-related data (but don’t confuse the reader by including superfluous data).

Include your estimate of the size of the target in dollars or units, its potential for growth, and other important characteristics. Also address any ethical considerations or possible risks. Describe the marketing segmentation variables that you have selected, and explain your market segmentation rationale?

IMPORTANT: You must conduct real research (Going to the U.S. Census Bureau website is a very wise first step), and you must provide “real numbers” (actual demographic data showing the actual numbers of potential customers within your target market geographic area). This means providing demographic data on numbers of households, ages, education, gender, income, etc. on all potential customers who fall into your target market geographic area and demographic target. In doing so, you can include pertinent Census Bureau data (charts & graphs) along with your descriptive text.

It is important that you clearly describe your target market. If you haven't clearly defined whom you want to reach, your promotional dollars will be wasted.

Be sure to present charts, graphs & spreadsheets that support your statements.

Suggested length: 2 pages

POINTS:

0 out of 15

COMMENTS:

Again Hugo, you need a complete redirection of content. See above. Include data that supports your comments.