S

MARKETING PLAN(Car2Go)

Jintao ShaoHongtao Lou

Yi-Chien Chen(Claire)Yawei Wang(Martin)

Agenda

Market-Product Analysis Marketing and Product Objectives Marketing Program Budget Evaluation and Control

Market-Product Analysis

Market penetration Market development Product development Diversification

Market penetration

Price Adjustments Increased Promotion More Distribution Channel Target Audience Preference

Market development

Expanding Geographically

Product development

Satisfied Customer Needs Brand Extension Technology

 Diversification

New Product

sNew

Places

Marketing and Product Objectives

Objectives Target Market Points of Difference Positioning

Marketing Program

Product strategy Pricing strategy Distribution (Place) strategy Promotional strategy

Product strategy

Product/Service Components Branding

Pricing strategy

Pricing factors considered Pricing objective special adjustments Quarterly target revenue projections

Distribution (Place) strategy

Marketing Channels  Specific location and rationale

Promotional strategy

IMC objectives Target Audience Allocate budget Promotional Program Rationale

Budget

1. Year 1 sales projection   2. Operational budget Attracted

customers (units)

Projection ($)

August 2013 - October 2013

6100 $472,500

November 2013 - January 2014

6250 $496,125

February 2014 - April 2014

6390

May 2014 - July 2014

6510 $546,977

Volume Year 1 Total Budget ($)

Field Team Salary

20 new customer

offices

$100,800

Customer gift Cards

10,000 $3,000

Website 1 Time $5,000Website Maintenance

Once a month

$1,000

charity 1 Time $20,000CSR-environment theme activity

1 Time $10,000

Budget

3. Promotional BudgetVolume Year 1 Total

Budget ($)TV commercial N/A $19,000Sponsored Tweets and Facebook Ads

N/A $5,000

Youtube In - Stream ads

$0.04 per viewer $6,000

Cineplex cinema N/A $15,000Transit/Bus shelter Posters

$50/shelter $10,000

Evaluation and Control

Financial accounting approach Managerial accounting approach Car2go memberships Website: http://jshao1989.wix.com/car2go