Marketing Plan Research Paper

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Lamb Hair McDaniel Your Product or Service Offering

Marketing 8e

Part 5 Marketing Plan Worksheet: Promotion Decisions 1

Part 5 Promotion Decisions Worksheet

OBJECTIVES

Promotional objectives:

1.

2.

3.

4.

5.

6.

On-line promotion? Yes No

Describe:

Off-line promotion? Yes No

Describe:

Lamb Hair McDaniel Your Product or Service Offering

Marketing 8e

Part 5 Marketing Plan Worksheet: Promotion Decisions 2

THEME

Promotional theme is:

Promotional message is:

Copyright needed? Yes No

DESIGN

Promotional tools designed by: In-house personnel

Outside agency

Combination

In-house personnel responsible:

Agency hired:

Lamb Hair McDaniel Your Product or Service Offering

Marketing 8e

Part 5 Marketing Plan Worksheet: Promotion Decisions 3

Advantages to in-house design work:

Disadvantages to in-house design work:

MEDIA

Select media for promotions:

Television (stations)

Radio (stations)

News- papers

Magazines Outdoor (cities)

Internet (sites)

Other

Describe geography of promotion and/or product roll-out:

International National Regional Local

Lamb Hair McDaniel Your Product or Service Offering

Marketing 8e

Part 5 Marketing Plan Worksheet: Promotion Decisions 4

List special considerations for promoting e-marketing venture:

ADVERTISING

All advertising pieces have uniform theme and style? Yes No

If not, justify:

Ads have sufficient information on product benefits? Yes No

If not, how can you increase this information?

Are customers given enough details in ad on how to request additional product information from your company?

Yes No

Lamb Hair McDaniel Your Product or Service Offering

Marketing 8e

Part 5 Marketing Plan Worksheet: Promotion Decisions 5

PUBLIC RELATIONS ACTIVITIES

List public relations activities: • • • • • •

Bad publicity response strategy:

SALES PROMOTION TOOLS

Select promotion tools:

Regular coupon Rebate

Tradeshow Contest

Sweepstakes Samples

On-line coupon Demonstrations

Premiums Other

SALES

Do you need a sales force? Yes No

If yes, how will you compensate them?

Salary only Salary + Commission

Commission Only Other

Lamb Hair McDaniel Your Product or Service Offering

Marketing 8e

Part 5 Marketing Plan Worksheet: Promotion Decisions 6

Will salespeople have a quota? Yes No

How will you organize sales territories?

By product By customer type Geographically

Will you compensate differently for on-line sales activity? Yes No

List sales alliances you intend to pursue: •

•

•

•

•

Use the Internet to research how the industry handles advertising and promotion. Describe here:

  1. Text1:
  2. Text2: To increase demand for the product.
  3. Text3: To enable the customer understand the product well.
  4. Text4: To introduce the product to the customers.
  5. Text5: To create brand awareness.
  6. Text6: To create interest about the product and the business.
  7. Text7: To differentiate the company's brand from that of the competitors's
  8. Check Box8: Yes
  9. Check Box9: Off
  10. Text10: Online promotion involves encouraging online visitors to become clients of the business. on-line promotion can involve offering free demonstrations and free download of the software.
  11. Check Box11: Off
  12. Check Box12: Yes
  13. Text13: The nature of the product does not allow easy promotion with methods and techniques that do not use the Internet. The product The basic technology used for car tracking is GPRS technology. This type of technology requires satellite signals hence the use of Internet.
  14. Text14:
  15. Text15: Experience fast and efficient car tracking services.
  16. Text16: The product allows the consumer to experience first hand quality and efficient car tracking services with less baggage.
  17. Check Box17: Off
  18. Check Box18: Yes
  19. Check Box19: Yes
  20. Check Box20: Off
  21. Check Box21: Off
  22. Text23: In-house personnel will be responsible for designing web promotions and adverts. They will also be responsible for coming up with marketing strategies that will foresee increased promotion of the product to the customers.
  23. Text24:
  24. Text25:
  25. Text26: 1. It is cheap and economical. 2. The in-house designer understand the brand very well and is able to project the message of the company very well.
  26. Text27: 1. Some clients have a negative perception of in-house personnel, they think they do not have expertise like personnel from big advertisement agencies. 2. Employees might feel overburdened.
  27. Text8: BBC 4 UK TV. Sky TV.
  28. Text9: BBC radio Kiss FM Capital FM Classic FM
  29. Text11: The sun. The Guardian. Euro news. E.U observer. Google news.
  30. Text12: Auto volt. Car tech. Rare tech. T3. E&T magazine.
  31. Text17: London. Liverpool. Birmingham New York. Frankfurt. Rome. Paris.
  32. Text18: Company website. E-bay. Pinterest.
  33. Text19:
  34. Text20: New York. Frankfurt. Rome. Sydney. Johannesburg.
  35. Text21: London Birmingham. Liverpool.
  36. Text22: Rome. Frankfurt. Paris
  37. Text28: Cardiff. Barnet. Wembley. Edinburg Bristol.
  38. Text29:
  39. Text30: 1. Sales cycle 2. Communication benefits. 3. Visual or intellectual appeal. 4. The intended objectives of promotion.
  40. Check Box31: Yes
  41. Check Box32: Off
  42. Text33:
  43. Check Box34: Yes
  44. Check Box35: Off
  45. Text36:
  46. Check Box37: Yes
  47. Check Box38: Off
  48. Text39:
  49. Text40: Speaking at events and engagements.
  50. Text41: Community partnership sponsorship.
  51. Text42: Product promotion at trade events such as trade shows and exhibitions.
  52. Text43: Press release to introduce the product in to the market.
  53. Text44: Inform customers about the business through online catalogues and brochures
  54. Text45: Direct interaction with customers through social media.
  55. Text46: Crisis communication; making sure that the customers are given information on what happened. A public statement can be given and ensuring that honesty is maintained.
  56. Check Box48: Off
  57. Check Box49: Yes
  58. Check Box50: Off
  59. Check Box51: Off
  60. Check Box52: Yes
  61. Check Box53: Off
  62. Check Box54: Off
  63. Check Box55: Yes
  64. Check Box56: Off
  65. Check Box57: Off
  66. Text58:
  67. Check Box59: Yes
  68. Check Box60: Off
  69. Check Box61: Off
  70. Check Box62: Off
  71. Check Box63: Yes
  72. Check Box64: Off
  73. Text65:
  74. Text66:
  75. Check Box67: Yes
  76. Check Box68: Off
  77. Check Box69: Off
  78. Check Box70: Yes
  79. Check Box71: Off
  80. Check Box72: Off
  81. Check Box73: Yes
  82. Text75: Smart tracker.
  83. Text76: Scorpion tracker.
  84. Text77: Tracker shop.
  85. Text78: tracker 360
  86. Text79: Unitrak telematics
  87. Text81: The soft ware industry mainly use on-line sources to advertise and promote their products. Most of the promotional activities include provision of free downloads for the software and free product demonstration. The social media is also a key driving force for advertising. This is because the company is able to interact directly with their customers and at the same time obtain direct feedback from their customers.