Marketing plan for Himalaya shampoo

Important note: You have to write about marketing plan for Himalaya shampoo, a new way to promote this company and its product. - Executive Summary should include the recommendation and write it in the past tens - In the Objective part, you should write( the objective are ................) - Use IMC integrated marketing communication as a way to promote the Himalaya shampoo; also u can use social media as twitter and YouTube. - use Marketing Mix Strategies which is 7ps. - use theory about marketing - in Controls and Contingencies part, you can control it for example by social work , billboards and online. - In the action plan , u should write in a table about objective , activity, time ,HR and budget - You should follow the criteria and Marketing Plan Checklist that I attached.

Should be a stand alone document expanding on the recommendations and NOT an introduction.(should be written in the past tense and be on a separate page .

Brief rational for the marketing plan. Why you are writing it and what it will contain. ( Aim /scope)

2.1 Internal Analysis:

2.1.1 Mission (what your company wants to achieve – its fundamental purpose), Resources (what you have to work with)eg .human /technical /financial ,

Offering (define what you are selling – what value does it have for customers), Business relationships (if any).

2.2 External Analysis (Understanding the influences on your business):

2.2.1 Technological trends (how will changes in technology affect the way you reach customers and the way customers use products)

Economic (are economic conditions likely to affect your business or customers), Political/Legal (do you have to comply with any Government regulations),

Socio-cultural (are there social or cultural influences that may affect your customers’ tastes or willingness to buy from you)

Natural environmental trends (how will they impact on your business)

Legal .

Market Analysis :

Market definition (where do you see your market existing),

Market trends (apart from the general trends covered in you external analysis is there anything that is likely to affect your particular product or customers),

Competitive situation (level of competition, types of competition, key players, your firm’s competitive advantage),

Customer needs (What customers’ needs exist that your product can fulfil)

Remember to cover both positive and negative factors that may affect your business

Major issues facing the company and product that have come out of your Current situation analysis (do this in a table format). ( write it in point in the table)

Summary of the key issue that are likely to affect your business and your ability to market your product (these should be easily identifiable when you develop your marketing strategies in Part B)

Remember the 5 requirements for effective segmentation.

Have you made a distinction between the market segmentation and the target market?

Although you should identify more than one customer segment, for the purpose of this assignment you only need to concentrate on one target market

Think about potential customers’ (target market) needs, wants, behaviour, attitudes, loyalty, and purchasing patterns.

What positioning strategy have you used? How does this relate to branding?

Marketing objectives – Short term (what you want to achieve in the next 12 months)

Establish specific and measureable goals for sales, market share, brand awareness, customer segments, loyalty etc.

Identify objectives for marketing strategies (and rationale) to overcome key issues identified in SWOT analysis.  ( write the objective that will solve the weakness and threats in SWOT )

Note: You are not required to include long term objectives

Present your brand ideas for the business (name logo etc)

What is the value proposition (why would customers want your product)?

How does the brand identity tie in with your product offering?

Outline your product concept and justify your choice.

Concentrate on one particular product as an example (event though you may sell a range)

What format(s) does your product come?

Are there any augmented features to your product?

Price:

How much will you charge (again just use one of your products as an example)

Justify (and name the pricing theory) why you have decided to set the price as you have.

As this is an online business does the customer get charged any delivery fees?

Distribution:

Present and justify how your customers will get their products?

You don’t have to discuss the back end distribution (where and how you get your products from)

Promotion

What various media will you use to promote your product/service?

Outline the timing (reach and frequency) of each promotional activity and justify why you have planned it this way.

Discuss the objective for each medium used (why use this and what you expect it will achieve)

This section can be in a table format (or Gantt Chart)

Include every promotional activity you intend to conduct throughout year 1.

Include objective of each activity ( try to write new objective because u kept writing the seam objective in every activity )

Include the timing for each activity.

Include who will be responsible for implementing each activity.

Provide a breakdown of all marketing costs involved. (total budget is Australian  $100,000 in Australia or $500,000 in India ).

This can be added as an additional column to the action plan chart.

Set boundaries and benchmarks.

How will you monitor the success of each your marketing activities?

How would you know if your marketing plan is working or not?

When do you pull an idea or activity that is not working?

Brief summing up of project – no more than ½ page