marketing plan created by: nichols college marketing seminar 2015
TRANSCRIPT
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Marketing Plan Created by: Nichols College Marketing Seminar 2015
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Overview
Recap – Situation Analysis
Target Audience Profile
Positioning Statement
Marketing Plan Goals Tactics Implementation Plan
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Situation Analysis
Key Takeaways Market Competition Company
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Target Audience Profile: Professional Working Women
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Professional Working Women
More stressed at home vs. work (Penn State University)
Control 80% of household spending
Lifestyle Juggle work and family Early mornings/Late nights Brief time for themselves at night Convenience shoppers
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Survey
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Survey Results
5 People in Target profile of working women 2 responses
Strong scent Words to describe
Soothing Interesting Lulling
1 out of 2 would recommend
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Positioning Statement
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Positioning Statement
A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand
NOT A SLOGAN
Every decision you make regarding your brand must align with and support your positioning statement.
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BathRx Positioning Statement
Bath Rx is an independent company that focuses on providing products that promote stress relief and good health for the everyday working woman. Unlike traditional bath products, Bath Rx is formulated by bath and water therapy expert Dr. Carolyn Bessette, M.D., who combines all natural ingredients in her bath soak and is committed to educating women on the therapeutic benefits of bathing.
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Bath Rx Marketing Plan
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Marketing Plan
Includes:
Goals
Tactics
Implementation Strategies: Blogging Influencers Subscription Service Communications Intern
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Overall Goals
Increase sales of the Bath Rx product from the website Encourage multiple purchases
Increase brand awareness Shared/recommended on 3 blogger sites
Create more targeted communications towards working women Increase usage of social media and blogging
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Tactics
Engage in Blogging Increase product sales/awareness
Finding influencers Increase product sales/awareness
Social Media/Online Presence Targeted communications
Hiring an Intern Assist in implementation
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Blogging
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Blogging
Put your business contact information where readers can easily find it.
Position your content from the reader’s point of view, NOT from yours.
Create a posting schedule.
Create value for your readers.
User engagement.
Use Friends/Family/Students
Vlogging
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Finding Influencers
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Influencers
Influencers are how Bath Rx will be able to create brand awareness from the target market. They are product and brand advocates that have a large reach of followers.
Newagemama.blogspot.com Over 4000 followers Product reviews
Bizzieliving.com Make mothers lives easier Homemade products from women Product reviews/Giveaways
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Subscription Service
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Subscription Service
Leverage the packaging for a single bath Subscriptions Promotes long term purchases
Subscription Tab
Survey
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Communications/Online Presence
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Communications
Geographic Awareness
Online Presence Website Amazon Twitter, Facebook, and Pinterest
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Hiring an Intern
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Intern
New Energy
Technologically Savvy
Assist with implementation
Hire through Nichols
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Measurement of Success
30 new customers over next 6 months
Customer reviews
User engagement on blogs/social media Comments 60 followers over next 3 months
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Questions?