Final Project - Mkt230 Principles of Marketing

Topics: Marketing, Product management, Baldness Pages: 17 (5437 words) Published: May 15, 2012
M8:A2 Marketing Strategy
George R. Rivera, Jr.
MKT230 UB Principles of Marketing
Instructor Michael Loflin
February 29, 2012
Argosy University - Inland Empire Online

Author’s Notes:
George R. Rivera, Jr., School of Business, Argosy University - Inland Empire Online.
George R. Rivera, Jr., is a student in the School of Business, Argosy University - Inland Empire Online.
This class paper is M8:A2 Marketing Strategy for MKT230 UB Principles of Marketing, Instructor Michael Loflin, February 29, 2012.
Any correspondence regarding this paper is to be directed to grriverajr@stu.argosy.edu at Argosy University.

Abstract
I am to create, based on based on the instructor feedback received, a marketing portfolio containing revised assignments and produce a one to two page executive summary of the information contained in the weekly drop box assignments. This is a recommendation to an existing reality company (Proctor and Gamble) on a new imaginary product line.

CONTENTS
EXECUTIVE SUMMARY 4
BUSINESS ENVIRONMENT AND MARKETING RESEARCH 7
PRODUCT LIFE CYCLE 11
PRICING AND DISTRIBUTION STRATEGY 14
INTEGRATED MARKETING COMMUNICATION (IMC) 18
MARKETING STRATEGY 21
REFERENCES 26

EXECUTIVE SUMMARY
A.Brief Summary of Plan for Mother Nature's Regen
1.Major Objectives:
The major objectives of the product are, in essence, threefold: * To provide a hair restoration shampoo and conditioner;
* To make the shampoo and conditioner completely natural; * To make it a women's only product, not simply a female version of a male product. 2.Product Description:
The product is an all natural, women's hair restoration shampoo and conditioner. The product is specifically made to be PH balanced for women only. The packaging, name, color scheme and advertizing campaign will target young, professional career women who are suffering from devastating hair loss. 3.Management Strengths:

With Shekhar Mitra as the Senior Vice President of Corporate Research & Development, Global Salon Professional and Global Prestige, the new line of Mother Nature's Regen is in good hands. 4.Financial Projections:

There is an initial product test run of 100,000 units at the cost point of $4,830,000.00 or $48.30 a month for a one month supply. After costs the expected profit is about $200,000 from the test run. B.Growth Plan for Mother Nature's Regen

Growth will be accomplished through an expansion of the production of the shampoo and conditioner. Marketing efforts will be centered around a planned distribution of sample (travel size) shampoo and conditioner bottles to Doctor's Offices in a prescription strength formula. By doing so there will be an immediate "buzz" over the product. On-line sales are anticipated, with advertizing efforts span television, radio, and emails. 1.Cash Flow Product Introduction:

A. Initial Investment –
$4,830,000.00 (US) will be required to initiate sales and production. B. Initial Income –
$200,000 (US) is the projected profit set at $2.00 a unit.
C. First Product Run –
100,000 units.
2.Cash Flow Product Second Quarter:
A. Expenses –
$9,660,000.00 (US) will be required to continue sales and production. B. Second Quarter Income –
$400,000 (US) is the projected profit set at $2.00 a unit.
C. Second Product Run –
200,000 units.
3.Cash Flow Product Third Quarter:
A. Expenses –
$19,320,000.00 (US) will be required to continue sales and production. B. Third Quarter Income –
$800,000 (US) is the projected profit set at $2.00 a unit.
C. Second Product Run –
400,000 units.
4.Cash Flow Product Fourth Quarter:
A. Expenses –
$38,640,000.00 (US) will be required to continue sales and production. B. Fourth Quarter Income –
$1,600,000 (US) is the projected profit set at $2.00 a unit. C. Fourth Product Run –
800,000 units.
First...

References: American Hair Loss Association Official Website (AHLA 2012;) Retrieved on Feb. 12, 2012
from http://www.americanhairloss.org/women_hair_loss/
Armstrong, G. A., Kotler, P. (2009) Marketing: an introduction
Bhaskar, C., (2008) Pespsi vs
Marketing webpage, official website of Rogaine® of McNeil – PPC Inc, (2012 Feb. 05). Retrieved from http://www.shop.rograine.com
Official Website, P&G, SBU for Beauty and Grooming; Retrieved on Feb.16,2012
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