Marketing Plan

Topics: Marketing, Marketing plan, Physical security Pages: 21 (7275 words) Published: August 27, 2013
Marketing Plan
All Eyes on You Secretively - Spy Cameras

MM522 Marketing Management

Table of Contents
1.0 Executive Summary1
2.0 Situation Analysis1
2.1 Market Summary2
2.2 Swot analysis3
2.3 Competition5
2.4 Product (Service) Offering6
2.5 Keys to Success7
2.6 Critical Issues8
3.0 Marketing strategy9
3.1 Mission10
3.2 Marketing Objectives10
3.3 Financial Objectives11
3.4 Target Markets14
3.5 Positioning15
3.6 Strategies16
3.7 Marketing Mix16
3.8 Marketing Research21
4.0 Controls21
4.1 Implementation22
4.2 Marketing Organization22
4.3 Contingency Planning23
5.0 Conclusion24

1.0 Executive Summary
All Eyes On You Secretively (all eyes) is a wireless monitoring camera initially targeting parents and caregivers requiring assistance of nannies, home-health aides, or baby-sitters to take care of loved ones while away from home. All Eyes, will be the household ultimate brand of all time, and the synonym for “protector”, much like the Hoover company name is a noun, meaning a carpet cleaner and with a verb to the company's name, as in "hovering a carpet ". As a new brand offering, it will be pitched with "brand building" criteria for creating brand elements in focus. All Eyes will be simple, easily recognized, and a necessity that will make people wonder how past generations survived without it. All other web cams, and camera monitoring devices will pale in comparison to All Eyes which will secure lives and protect loved ones left in trusted care and become the survival tool of the modern age. Much like Apple started in a garage, All Eyes, is from the humble beginnings of a great idea from a few graduate students, currently with limited resources, but with the heart and perseverance of Steve Jobs, to build a memorable, meaningful and likeable survival tool for this generation. With a launch from New York City, All Eyes will quickly generate enough to allow re-investment of profits to facilitate targeting the rest of the US, Asia and Africa, and to become the “protector” giant in the security electronics market. 2.0 Situation Analysis

All Eyes on You Secretively faces a tough competitive market. The competitors have a broader targeting map and also more categories of products. All Eyes on You Secretively is only selling spy cameras for the home to a certain type of customer. The macro environment factors needed to be considered are demographic, geographic and product knowledge and customization to fit the customer’s needs. All Eyes on You Secretively’s capabilities will be in being able to help the customer customize any object in the home for security. A personal touch will be offered to serving each customer’s needs, while knowing that there is a need and a market of single mothers and families that share the same or similar living arrangements, and have the responsibility for taking care of children and elderly parents, but need the assistance of someone else when away from home. 2.1 Market Summary

The hidden camera All Eyes on You Secretively abbreviated to All Eyes will primarily target mothers with young children who may be re-entering the workforce, or young mothers who may hire baby-sitters to watch children when they are absent. The intention is to combine and expand the market to include caregivers of the elderly. With the baby-boomer generation retiring decisions are being made on the option of staying at home or being put in a nursing home, making an elderly care target a viable market that will rapidly increase, with an increasing high percentage of elderly people needing care. Combined with the rampant increase in elderly-abuse, a high percentage of professionals with old parents or with young children, health care workers, corporate users and regular people have the need for the security and comfort of being able to check up on loved ones who are put in someone else’s care. While security cameras that are placed around...

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