A marketing plan for the deLeon moisturizer, marketed under the Mark Kay name.
Written in 2009; 3,798 words; 6 sources; APA; $ 104.95
Paper Summary:
This paper showcases the three-year marketing plan for deLeon moisturizer, a skin care range under the Mark Kay name. The author presents a SWOT analysis that includes the strengths, weaknesses, opportunities and threats that the product has as compared to its competitors, and considers the target market of the product. The paper examines the promotional strategy for the product and explains how deLeon's integrated marketing communication will comprise of media advertising, personal selling, sales promotions in department stores, and print advertising in magazines and flyers targeted to specific market segments. This paper includes graphs, charts and figures.
Table of Contents
Introduction
SWOT Analysis Chart (Figure 1)
Situation Analysis
Strengths
Weaknesses
Opportunities
Threats
Competition Comparison Chart (Figure 2)
Market Segmentation and Targeting and Positioning Strategy
Market Segmentation and Targeting Strategy
Positioning Strategy
Positioning Statement
Market Goals and Objectives
Product Strategy
Price Strategy
Place Strategy
Promotional Strategy
Relationship Diagram - 4 P's (Figure 3)
Product Differentiation, Brand Management and Services Marketing
Pricing and Supply Chain Management
Pricing Objectives and Strategies
Hypothetical Breakeven Analysis (Figure 4)
Breakeven Point at the Chosen Price Point
Integrated Marketing Communications
Integrated Marketing Budget
Conclusion
References
From the Paper:
"Generally, people are concerned with aging, which is why anti-aging products have become so popular over the last decade. From 2002 - 2007, the industry grew 63% to $1.6 billion in the U.S. alone! It is in this light that deLeon came to be: The Fountain of Youth of Skin Care, a moisturizer branded by the Mark Kay name. The name deLeon was taken from Ponce deLeon's discovery of Florida, when he went in search of the Fountain of Youth - vitality restoring waters. The symbol, a fountain, represents youth and serenity. While we didn't use a fountain to represent this age-defying product, we used serene packaging, and calming blues and greens to bring a spa-like aura to deLeon."
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