The Marketing plan of poll doctor is a little mixed one. Beside the marketing plan of the pool doctor, it is also concerned for the choice of chemicals he has to make as well.
Before we begin with the marketing plan of the pool doctor, for reason of ease, I would like to segment the looking ahead section into two parts. The choice of chemical suppliers and the services and products to be offered with the companies marketing plan.
As choice of chemicals in an internal procurement decision as well as it influences a major part of marketing strategy.
As mentioned in the book, lets start with the first point of the marketing plan, defining the marketing challenge.
In this section we need to focus on the marketing strategy in terms of current strategy is it well implemented or a new or modified strategy should be used to improve profitability.
The marketing challenge.
The marketing challenge facing Jeff is an interesting one. Let us look at the current marketing plan of the poll doctor. In the previous years Jeff had advertised using direct-mail advertising campaigns which had proved futile. Then Jeff tried to put adds in the two news papers, Winnipeg free press and the Jewish post. As we look at the "selected 1990 media cost" comparing the circulation of the two new paper except the Jewish post, the metro and Winnipeg free press, Jeff has taken a wise decision to advertise in free press because of it's more circulation. Now as poll doctor wanted to expand it's operation to St.Boniface and St. vital areas of Winnipeg Jeff should probably try advertising in the Lance, which covers both the areas. As the data provided in the advertising in incomplete, I can not predict in details amount of MAL rates would apply, but a equal amount of adds in Winnipeg Free press should be printed as business is more concentrated in these areas.
In addition to direct-mail advertising program Jeff has almost stopped, instead it should be with... [continues]
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