Paper Summary:

This paper presents a marketing strategy for glow-in-the-dark (GID) slippers. It discusses the many obstacles that GID faces, including creating a unique an innovative product that is differentiated from other glow in the dark products on the market today. It also discusses how GID must establish an online presence that is inviting rather than intimidating toward novice and experienced users alike and how these changes will improve marketing for the business.

Table of Contents:
Executive Summary
Situational Analysis
Market Summary
Market Demographics and Market Needs
Market Growth
Marketing Objectives and Goals
Marketing Strategy
Action Tactics
Budgets
Controls

From the Paper:

"It is likely that people of varying ages and interests will be accessing the Internet to surf for novelty products including glow in the dark slippers. GID's strategy will include targeting parents surfing parent sites for useful products to help illuminate the way when checking on sleeping children at night. The company will also target children surfing general retailers for entertainment purposes and heavily advertise to this market using this strategy."

Sample of Sources Used:

• Oswald, Laura. (2003). "Branding the American family: A strategic study of the culture, composition and consumer behavior of families in the new millennium." Journal of Popular Culture, 37(2): 309.
• Palo Alto Software. (2005). "Java Net Marketing Plan." Business Plans.com. 2, December, 2005: http://www.bplans.com/spv/3413/2.cfm#1020000
• Schumann, David W. (1999). Advertising and the World Wide Web. Mahwah: Lawrence Erlbaum Associates.

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MLA Citation: