Proposes a marketing plan for a teeth whitening product.
Written in 2002; 4,485 words; 5 sources; APA; $ 117.95
Paper Summary:
"White Brilliance" is a whitening agent that uses molds and a whitening solution to get rid of stains on consumers' teeth. This paper is written as a marketing proposal to help the company boost its market share and financial position. The paper begins by looking at the company's current marketing situation and current customer market. It then looks at factors affecting the company such as the economic climate and environmental factors. The paper performs a SWOT test on the company to examine its strengths, weaknesses, opportunities and threats. Finally, the paper proposes a new marketing position for "White Brilliance".
Paper Outline:
Executive Summary
Current Marketing Situation
Competition
Environmental Factors
Demographic Forces
Social and Cultural Forces
Economic Conditions
State of Technology
Special Interest Groups
Other Environmental Considerations
SWOT
Strengths and Weaknesses
Opportunities and Threats
Marketing Objectives
Marketing Strategy and Action Programs
Market Segmentation and Recommended Target Markets
Market Segmentation
Recommended Target Markets
Positioning
Marketing Mix
Product Strategy
Pricing Strategy
Place (Distribution) Strategy
Promotion Strategy
Conclusion
References
Appendix
From the Paper:
"Segmentation of the White Brilliance whitening agent cannot be based on usage since all consumers use the product in the same way and with the same results (whitening their teeth). This is different from other consumer goods such as personal computers or adhesive tape where the various uses for the product can form a basis for segmentation. Although consumers receive the same benefit from the product regardless of where they are located, geographic segmentation should be used to the extent that urban consumers are targeted over rural ones since urban consumers are likely to have greater social interaction (even on a casual basis) and thus may have greater concern about their physical appearance."
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