Marketing Planning Jordan Toothbrushes
TABLE OF CONTENTS
I. Executive summary 1
II. Introduction 2
III. Company profile 2
IV. Situation analysis 3
4.1 Situational Environments 3
4.1.1 Demographic Situation 3
4.1.2 Economic and Business Conditions 3
4.1.3 Social and Cultural Factors 4
4.1.4 Legal/Political Situation 5
4.1.5 Demand and Demand Trend 5
4.2 Competitor Environment 6
4.2.1 General Assessment 6
4.2.2 Competitors' Strengths and Weaknesses 6
4.2.3 Comparison of Jordan Toothbrush with Competitors' Products 7
V. Strengths, Weaknesses. Opportunities and Threats analysis 8
5.1 Strengths Analysis 8
5.2 Weaknesses Analysis 9
5.3 Opportunities Analysis 10
5.4 Threats Analysis 10
VI. Target market 11
VII. Marketing objectives 11
VIII. Marketing strategy 13
8.1 Product Strategy 13
8.1.1 Product Variety 13
8.1.2 Brand Name 14
8.1.3 Packaging 14
8.2 Pricing Strategy 14
8.2.1 Setting the Price 14
8.2.2 Adapting the Price 15
8.3 Distribution Strategy 16
8.3.1 Intermediaries and Channels 16
8.3.2 Modes of Distribution 16
8.3.3 Terms and Responsibilities of Channel Members 17
8.4 Promotion Strategy 17
8.4.1 Advertising 17
8.4.2 Sales Promotion 18
8.4.3 Public Relations 19
IX. Implementation and control 19
X. Conclusion 20
MARKETING PLAN
FOR ‘JORDAN’ TOOTHBRUSHES
OF DIETHELM VIETNAM
Executive summary
The Marketing Plan for Jordan toothbrush is developed in order to give the best way for Diethelm Company to successfully launch this new product, which is not well known in Vietnam at this moment.
This Marketing Plan comprises following major parts:
Analyzing practical situation, including demographic, socio-cultural, legal/political aspects, demand and demand trend.
Identifying major competitors and analyzing their strengths and weaknesses to find a “hole” in the market place for Jordan toothbrush.
Analyzing strengths and weaknesses of Jordan toothbrush and Diethelm Company, as well as identifying opportunities for Jordan toothbrush and threats facing
I. Executive summary 1
II. Introduction 2
III. Company profile 2
IV. Situation analysis 3
4.1 Situational Environments 3
4.1.1 Demographic Situation 3
4.1.2 Economic and Business Conditions 3
4.1.3 Social and Cultural Factors 4
4.1.4 Legal/Political Situation 5
4.1.5 Demand and Demand Trend 5
4.2 Competitor Environment 6
4.2.1 General Assessment 6
4.2.2 Competitors' Strengths and Weaknesses 6
4.2.3 Comparison of Jordan Toothbrush with Competitors' Products 7
V. Strengths, Weaknesses. Opportunities and Threats analysis 8
5.1 Strengths Analysis 8
5.2 Weaknesses Analysis 9
5.3 Opportunities Analysis 10
5.4 Threats Analysis 10
VI. Target market 11
VII. Marketing objectives 11
VIII. Marketing strategy 13
8.1 Product Strategy 13
8.1.1 Product Variety 13
8.1.2 Brand Name 14
8.1.3 Packaging 14
8.2 Pricing Strategy 14
8.2.1 Setting the Price 14
8.2.2 Adapting the Price 15
8.3 Distribution Strategy 16
8.3.1 Intermediaries and Channels 16
8.3.2 Modes of Distribution 16
8.3.3 Terms and Responsibilities of Channel Members 17
8.4 Promotion Strategy 17
8.4.1 Advertising 17
8.4.2 Sales Promotion 18
8.4.3 Public Relations 19
IX. Implementation and control 19
X. Conclusion 20
MARKETING PLAN
FOR ‘JORDAN’ TOOTHBRUSHES
OF DIETHELM VIETNAM
Executive summary
The Marketing Plan for Jordan toothbrush is developed in order to give the best way for Diethelm Company to successfully launch this new product, which is not well known in Vietnam at this moment.
This Marketing Plan comprises following major parts:
Analyzing practical situation, including demographic, socio-cultural, legal/political aspects, demand and demand trend.
Identifying major competitors and analyzing their strengths and weaknesses to find a “hole” in the market place for Jordan toothbrush.
Analyzing strengths and weaknesses of Jordan toothbrush and Diethelm Company, as well as identifying opportunities for Jordan toothbrush and threats facing
References: Kotler, P., Ang, S.H., Leong, S.M., Tan, C.T., 1999, Marketing Management - An Asian Perspective, Prentice-Hall (Singapore) Pte Ltd, Singapore. Kotler, P. 1994, Marketing Management – Analysis, Planning, Implementation and Control, Prentice Hall, Englewood Cliff, New Jersey. Lovelock C.H. & Weinberg C.B., 1993, Marketing Challenges, McGraw-Hill, United States of America. Statistical Yearbook, 1997, Statistics Publishing House, Vietnam.