Marketing Management

Topics: Marketing, Strategic management, Retailing Pages: 11 (566 words) Published: August 3, 2014
Overview
• Marketing Plan Synopsis
• SWOT Analysis – Opportunities
• Product Position
• Marketing & Financial Objectives
• Marketing Mix: Key Strategies

Marketing Plan Synopsis
Executive Summary
OneTouch Corporation is a company created to offer a
variety of products that will allow touch screen users to
operate devices with ease, efficiency, and comfort.
OneTouch Sensory Gloves Product Line:
• Provides consumers with the ability to utilize touch
screen devices without exposing bare hands
• Utilizes the most advanced technology and best
materials
• Meets the interests and needs of savvy consumers in the
touch screen markets

Marketing Plan Synopsis
Key Success Factors
 Continual investment in research and development
 Create, maintain, and improve customer value
 Thriving market penetration in the test markets
 Effective promotional marketing

 Continuous integration of consumer needs, wants,
and ideas into the product line

SWOT Analysis – Opportunities
 Industry and Consumer Trends
• Touch screen devices movement from exclusivity to everyday • Business and personal utilization

 Market Needs
• Ability to use touch screen devices while keeping hands covered • Protect and maintain a clean touch screen while in use

 Target Market
• Highly populated area geographically located in areas that experience cold climate conditions
• Target market segments: Innovators, Experiencers, Strivers • Test market is the Chicagoland area

Product Position
OneTouch is positioned to offer sensory gloves products
that that provide consumers with the ease of using touch
screen devices while protecting their hands from exposure
to cold weather or adverse environments. Unlike gloves
that bare finger tips, OneTouch sensory gloves keeps the
hands completely covered and allows users to freely
operate any kind of touch screen gadget with precision and
comfort.

Marketing Objectives
 Basic product offering during introduction and growth
stages
 Establish introductory price point range for a pair of
gloves
 Distribution channel structure to include department
stores, electronics stores, and telecommunication service
provider retailers
 Sales promotion offerings
 Obtain customer feedback

Financial Objectives
 Reach sales goal target of at least 25,000 units during
introductory period
 Maintain standard cost levels for production and
manufacturing
 Breakeven by the first half of the second year of
operations
Achieve positive profits by the end of the second year of business

Financial Forecasts
 Sales expected to grow at an industry estimated rate of 10%  Breakeven point is at sales of approximately 37,440 units  Profit expected to be generated during the second year of operations $3,000,000.00

$3,000,000.00

$2,500,000.00

$2,500,000.00

$2,000,000.00

$2,000,000.00
$1,500,000.00
$1,000,000.00

$1,500,000.00
Women's Gloves
Men's Gloves

Sales

$1,000,000.00

Contribution Margin

$500,000.00
$500,000.00

$-

$-

$(500,000.00)

Break Even Analysis
Total Fixed Costs
Unit Cost
Break Even Units

YR
2012

YR
YR
2013 2014

$486,700.00
$
13.00
37,438

YR
2015

YR
2016

Marketing Expenses
 The majority of the expense budget is allocated to marketing expenses
Marketing Expenses
Advertising:
Television Commercials
Magazine Ads
Internet Advertisements
Sales Promotions:
Sampling Products
Product Discounts
Website
TOTAL
Break Even Analysis
Total Fixed Costs
Unit Cost
Break Even Units

($ Dollars)
$
$
$

39,250.00
51,810.00
23,550.00

$
7,850.00
$ 18,840.00
$ 15,700.00
$ 157,000.00

$ 486,700.00
$
13.00
37,438

Marketing Mix: Key Strategies
 Product Strategy
• Developed and manufactured with high quality
materials
• Focus will change to apply to each stage in the PLC
 Pricing Strategy
• Competitive, reflective of the product’s quality and
advanced technological...
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