Marketing Plan for Torch
Table of Contents:
Introduction Page 3
Marketing Environment
Industry Review Page 3 Customer Analysis Page 4 Competitor Analysis Page 5 SWOT Page 6
Targeting, Positioning and Objectives
Market Segment Page 7 Marketing Objectives Page 7 Product Differentiation Page 7
Final Marketing Programme
Product Page 8
Price Page 8
Place Page 9
Promotion Page 9 References Appendix I
Introduction
Due to disappointing sales of the Polaroid torch with 360 Swivel Head, we have been hired by Polaroid Corporation to prepare a 12 month marketing plan to ensure the renewed growth and success of this product. We have set out below our key points and findings during our research and planning.
Stage One: Marketing Environment
1. Industry Review and Brief History on Polaroid
‘Polaroid’ is a very well-known brand worldwide for their technical innovation and high quality products. Polaroid Corporation first began by manufacturing and selling polarised sunglasses, instant film and cameras. They expanded into manufacturing flat screen televisions, digital cameras and more. When someone says ‘Polaroid’ we all think firstly of cameras and televisions, but with the new management team at Polaroid Corporation, they are “rolling out” 30 to 40 new products every year. By doing this they are diversify the company offerings. These new products include torches, alkaline batteries and of course a new line of polarised sunglasses.
The potential market for the Polaroid torch with 360 Swivel Head is vast and consists of more or less all outdoor events and festivals where additional light is required. Our torch will be available in stores low cost carrier stores, like Lidl and Aldi from Ireland and UK and their equivalent in countries throughout the world. We will also target
Introduction Page 3
Marketing Environment
Industry Review Page 3 Customer Analysis Page 4 Competitor Analysis Page 5 SWOT Page 6
Targeting, Positioning and Objectives
Market Segment Page 7 Marketing Objectives Page 7 Product Differentiation Page 7
Final Marketing Programme
Product Page 8
Price Page 8
Place Page 9
Promotion Page 9 References Appendix I
Introduction
Due to disappointing sales of the Polaroid torch with 360 Swivel Head, we have been hired by Polaroid Corporation to prepare a 12 month marketing plan to ensure the renewed growth and success of this product. We have set out below our key points and findings during our research and planning.
Stage One: Marketing Environment
1. Industry Review and Brief History on Polaroid
‘Polaroid’ is a very well-known brand worldwide for their technical innovation and high quality products. Polaroid Corporation first began by manufacturing and selling polarised sunglasses, instant film and cameras. They expanded into manufacturing flat screen televisions, digital cameras and more. When someone says ‘Polaroid’ we all think firstly of cameras and televisions, but with the new management team at Polaroid Corporation, they are “rolling out” 30 to 40 new products every year. By doing this they are diversify the company offerings. These new products include torches, alkaline batteries and of course a new line of polarised sunglasses.
The potential market for the Polaroid torch with 360 Swivel Head is vast and consists of more or less all outdoor events and festivals where additional light is required. Our torch will be available in stores low cost carrier stores, like Lidl and Aldi from Ireland and UK and their equivalent in countries throughout the world. We will also target
References: Description Essay--Flashlights. 2012. Description Essay--Flashlights. [ONLINE] Available at: http://www.faulknerweb.com/school/COMM393/descEssay/descEssay_faulkner.htm. [Accessed 20 November 2012]. Camping Lanterns & Flashlights - market research report. 2012. Camping Lanterns & Flashlights - market research report. [ONLINE] Available at: http://www.reportlinker.com/p0115536-summary/Camping-Lanterns-Flashlights.html. [Accessed 20 November 2012].