marketing final paper
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swish_final_presentation_1.pptxSalomé Younes, Michael Real, Yuqing Tang, Lanxiang Wang
Presentation Style (Professionalism)
Professional Appearance and Demeanor (Including Attentive Listening to Other Speakers)
Voice Projection and Speech Clarity
Eye Contact
Organization of Material (Does the presentations build up a case by employing material from prior section)
Appearance of Materials (Clarity of Slides, Charts, Graphs, etc)
Transition to Other Points and Speakers
Team Members Time/Content Balance
Presentation Content (Relevant Strategic Analysis Quality)
Mission and Organizational Objectives -Lanxiang and Iris
Identification of market segments and positioning strategies - Salome
Situational/Environmental Assessment Quality (Applicable external issues analysis) - Lanxiang and Iris
Ability to Draw Marketing Implications and Recommendations from information collected - Michael
Choice and Defense of Recommended Strategies - Salome
IMC: Advertisement/Promotional materials or suggestions - Michael
Creativity - Salome
Mission Statement
To inspire adventure
To make the best multi-functional shoe products
Goals
Grow steadily in response to increases in demand and in accordance with customer's market behavior
Use a concentrated/niche marketing approach on a moderate scale across the US (gradually in foreign markets)
Inspire positive feedback which will spread word of our shoe and bring new customers
Establish a strong brand loyalty
Keep it moving.
Tagline
Product
Targeting
Active, outdoorsy men and women of any demographic
Consumers seeking comfortable, durable and waterproof/all-terrain exercise shoes for a reasonable price.
Focus on open and rapidly growing foreign market,
Cost-effective marketing can = high profits
Heavy investment in Dealer Promotions, little elsewhere
Objectives
Key objectives:
Focus on long-term profitability, steady growth within markets, finding the right balance of pricing/advertising
Marketing objectives
increasing leads through monitoring prices & advertising vs. competitors, adjusting accordingly
General Strategy
Increase brand awareness without overspending on ineffectual marketing measures
Develop technologically advanced shoes that won’t break the bank for consumers
Take advantages of contractor selling opportunities
Mid-High tier product, affordable compared to competitors
Establish a significant presence in foreign market:
Less competition
Consumers willing to pay more
Home Overview
% Total Revenue: 36.8%
% Total Market Share: 9.2%
Issues:
Overspending on marketing
Misjudging consumer expectations regarding price
Out of touch with competition
Resolutions:
Cut back marketing expenses, adjust where the expenses are allocated.
Invest in detailed market research to compare/contrast with competitors, find ideal price.
Make changes gradually, not abruptly
1.0 Executive Summary
2.0 Situation Analysis
2.1 Market Summary
2.1.1 Market Demographics
2.1.2 Market Needs
2.1.3 Market Trends
2.1.4 Market Growth
2.2 SWOT Analysis
2.2.1 Strengths
2.2.2 Weaknesses
2.2.3 Opportunities
2.2.4 Threats
2.3 Competition
2.4 Services
2.5 Keys to Success
2.6 Critical Issues
2.7 Channels
2.8 Macroenvironment
3.0 Marketing Strategies
3.1 Mission
3.2 Marketing Objectives
3.3 Financial Objectives
3.4 Target Marketing
3.5 Positioning
3.6 Strategy Pyramids
3.7 Marketing Mix
3.7.1 Services and Service Marketing
3.7.2 Pricing
3.7.3 Promotion
3.7.4 Service
3.7.5 Channels of Distribution
3.8 Marketing Research
4.0 Financials, Budgets, and Forecasts
4.1 Break-even Analysis
4.2 Sales Forecast
4.2.1 Sales Breakdown 1
4.2.2 Sales Breakdown 2
4.2.3 Sales Breakdown 3
4.3 Expense Forecast
4.3.1 Expense Breakdown 1
4.3.3 Expense Breakdown 2
4.3.3 Expense Breakdown 3
4.4 Linking Sales and Expenses to Strategy
4.5 Contribution Margin
5.0 Controls
5.1 Implementation Milestones
5.2 Marketing Organization
5.3 Contingency Planning
Domestic Overview
% Total Revenue: 40.1%
% Total Market Share: 8.6%
Issues:
Overspending on marketing
Misjudging consumer expectations regarding price
Out of touch with competition
Resolutions:
Cut back marketing expenses, adjust where the expenses are allocated.
Invest in detailed market research to compare/contrast with competitors, find ideal price.
Make changes gradually, not abruptly
Foreign Overview
% Total Revenue: 22.8% *Entered in period 5
% Total Market Share: 15.4%
Issues:
Spending too much on marketing
Leaving price lower than necessary for several periods
Resolutions:
Drastic cuts to Consumer Promotions and Advertising
Heavier investment in Dealer Promotions and Sales People
Steady price increases
Media Mix (IMC)
Advertising:
TV ads on appropriate channels
Heavy investment in Web ads
Active/interactive on social media
Emphasis on viral and guerilla marketing techniques
Consumer Promotions:
Rebate opportunities
Incentivize viral content (sponsor contests, use consumer content to help market)
Priorities:
Establish relationship with loyal customers, seek their feedback
Emphasize creative, cost-effective marketing campaigns
Maintain consistency with message and what our brand represents
Cumulative Statistics
Net Profit: 12.3%
Return on Marketing: 22.9%
Units Sold: 2,389,911
Customer Satisfaction: 66.87
Product level: 4
Questions?
