marketing mix plan

its to do a marketing mix plan, the opportunity analysis before it has already been completed so now its only the marketing mix plan that has to be done. please follow what the template instructions say and the marking grid to make sure u do right. First you need to realise that you need to define a specific target market before you start on your marketing mix as this makes the marketing mix easier to develop. So the question is “how do I do that?’. Let’s starting thinking about this in a linear fashion. You have your opportunity. Is that opportunity for a business to business market (B2B) or for a business to consumer market (B2C); that is the start of the thinking. Now you have made that decision, you ask yourself how can I break that total market up into smaller segments and then cater to a specific segment. For a B2B market it could be the type of industry (e.g. churches that help the needy, or non government organisations that do the same thing; the Salvation Army). In this case you are segmenting based on the service the organisation offers. For the B2C market you could segment based on any of the four consumer segmentation tools (geographic, demographic, psychographic, behavioural), the choice is yours. The underlying reasoning for doing this is to define a specific market that can more easily be catered too, therefore making your marketing mix easier to produce. The main point of this is that you segment your total market using a characteristic that is common to a specific segment. Once this is done you now have to develop a perception in the minds of this target market, bearing in mind that the Logan together organisation does not what to be perceived as a government organisation despite being funded by them. In this case then focus your perception on what they are trying to do relative to your opportunity. For instance, your opportunity may be to get 5-8 year olds exercising regularly before school. Your positioning may then be focussed on creating the perception that exercising before school is a fun way to meet friends, with the emphasis on fun. Thus, it is the fun part that stays in the mind, not governmental control. So now you have your target market and perception done; yeah!!!!. You are now developing the marketing mix for that target market. There is an important point to remember at this juncture: you will need to have 3 extra “p’s” included in your mix as you are offering a service rather than a “product”. These are: people (who are they? what will they do? will they be trained? are they dealing face to face with the target market or are they behind the scenes?); processes (what will you have in place to help communication between yourselves and the organisation? how will the get access to information? who will monitor and control this?); and physical environment (where will the service be based? will the staff have uniforms? is there advertising on the side of the organisations vehicles? where will they hold any meeting?). So in essence for the “product” section of the mix, you talk about the core benefit of the service offered, the actual service offered and then using the extra 3 “p’s” you now tangibilise the service offering relative to your target market. Now we head into promotion. This is important as this is where you communicate to the target what your service offering is and also create the perception surrounding that offering (positioning). To start to attack this section it is important to consider how much the market knows about the service offered. This then helps to define what the overall promotional strategy will be. If your service offering is new and the target knows nothing about it then your initial strategy will be based on getting the market to know about the offering, thus your campaign will be informational. This means getting information to the market about the offering and its actual benefits. If the market knows about similar offerings then your promotional objective will be to persuade the market that your offering is better than the others. If the market already uses your service (which is highly unlikely in this case), then your objective will be to remind them to use the service. You will need to choose one of these and then develop your promotional campaign from there. Now you need to think about what tool will I use to communicate the service. Will I ue advertising which is generally used for image creation; will I use sales promotion which is generally used to create immediate sales; will I use personal selling which is generally used for important issues and create consumption, or will I use Public Relations which is inexpensive and is generally used to create an image? you do not have to only pick one and stick to that, you can choose a combination of them if that suits the promotional campaign better; the choice is yours. What you will also need to develop a message that you place within each tool and must be consistent across all tools used. This message must follow on from your positioning strategy. For instance, if we go back to the before school exercise example, the message could be “before school fun” or even “fun on the run”. The important aspect of the message is that it must relate to the positioning strategy to keep that consistency going throughout the marketing campaign.

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