Strategic Marketing Plan

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Strategic Marketing Plan - 2013
Crest ‘New’ So Mod Mouth Pods

Submitted by: Farhana
Submitted to: Nadia Hassan
Reg#: 6102
Batch: MBA-10

INTERNATIONAL ISLAMIC UNIVERSITY ISLAMABAD

Table of Contents

EXECUTIVE SUMMARY ...........................................................................................................3 SITUATION ANALYSIS: SWOT ...............................................................................................4 ISSUES ANALYSIS & OBJECTIVES ........................................................................................5 Issue #1 .........................................................................................................................................5 Issue #2 .....................................................................................................................................6 Issue #3 ..............................................................................................................................6 MARKETING MIX .......................................................................................................................7 Product .........................................................................................................................................7 Price ..........................................................................................................................................8 Promotion .............................................................................................................................8 Place ............................................................................................................................8 Target Market ...........................................................................................................9 RESEARCH & EVALUATION .................................................................................................10 Objective #1 ...............................................................................................................................10 Objective #2 ...................................................................................................................................10 Objective #3 ...............................................................................................................................11

AFTER LAUNCH ........................................................................................................................11

EXECUTIVE SUMMARY
This marketing plan aims to breathe new life into Procter & Gamble’s aging and mature product portfolio, specifically its Crest toothpaste product line. It will achieve one strategic organizational goal: growth through product development focusing on the year 2013. This growth will be the direct result of a new toothpaste product launch. The following plan draws on related Industry, Competitive, and Consumer analyses to justify the production of a “mouth pod” and the market for such a future-oriented design. The plan also provides an implementation plan for the launch of this product, as well as a recovery plan. Overall, this “outside-the-box” thinking will set Crest apart from its competitors.

Unfortunately, given the current state of the economy, there are insufficient resources to support a national or even a regional launch of the new product. Thus, the product will initially launch in only one New York County. Rochester, in Monroe County was chosen on the basis that it holds the highest potential for the product’s success. Syracuse in Onondaga County and Binghamton in Broome County were not chosen. This choice is supported with data from a comparative analysis that demonstrates how and why it is believed to be the best potential geographical market. The recommended geographic area is premised on a detailed and careful assessment of the...
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