THE FINAL PLAN

PHASE 5 INDIVIDUAL PROJECT

KENNETH C HOLMES

MKTG630-1502B-03

PROFESSOR GENE TOPPER

June 22, 2015

KEY PLAN OBJECTIVES

• MM’s sales• MM’s market share percentage• MM’s customer base• MM’s customer brand awareness percentage

MARKET RESEARCH USED

• Surveys performed• Quantitative data used• Qualitative data used

BRANDING STRATEGY• Target market• Smartphone attributes and benefits• Smartphone name and tagline• Advertising slogan and logo• Smartphone packaging• Brand positioning and tagline• The total branding package

PRODUCT PRICING

• The pricing structure• Pricing strategy• Pricing position• Reasons for pricing strategy

PRODUCT DISTRIBUTION

• MM’s own website• Benefits of use• Well-established retailers and their websites• Benefits of use• Combined benefits• Online discount retailers

PROMOTIONAL STRATEGY

• Traditional media used and its application• Digital media used and its application• Cellphone turn in program

OTHER PLAN OBJECTIVES• Internal measures• External measures• Customer measures

CONTINGENCY PLAN

• Product contingency plan• Price contingency plan• Promotion contingency plan• Place contingency plan• Confidence coaching

ADDRESSING ALTERNATIVES

• Alternate product strategy• Alternate pricing strategy• Alternate promotion strategy• Alternate place strategy• Why not market overseas?

REFERENCES

• Cell Phone and Smartphone Ownership Demographics. (2015). Retrieved from Pew Research Center: www.pewinternet.org/data-trend/mobile/cell-phone-and-smartphone...

• Dediu, H. (2012, February 22). How much does it cost to manufacture an iPhone? Retrieved from www.asymco.com/2012/02/22/the-iphone-manufacturing-cost-structure

• DeWulf, M. (2015). United States of America 2015. Retrieved from populationpyramid.net/united-states-of-America/2015

• Handron, D. (2015). What Are Teenagers Interested In? Retrieved from everydaylife.globalpost.com/teenagers-interested-in-17348.html

• Hatter, K. (2015). Why Do Teens Need Phones? Retrieved from everydaylife.globalpost.com/teens-need-phones-4794.html

REFERENCES

• Marchesano, E. (2012, October 10). What Are the Advantages and Disadvantages of Major Media Formats, and How Does Out of Home Media Compare? Retrieved from www.adoptahighway.com/Blog/post/2012/10/10/What-Are-the-Advantages...

• Marquit, M. (2012, April 18). What is a Middle Class Income? Middle Class Family? Retrieved from www.bargaineering.com/articles/middle-class-income-middle-class

• N.A. (2015). Smart phones under fifty dollars. Retrieved from www.BestBuy.com

• Pearson Education Inc. (2015, may 23). Live Chat 2. Retrieved from www.ctuonline.edu/5.23MKTG_630_03_215_6_3_0_1

• Pearson Education Inc. . (2015, May 30). Live Chat 4. Retrieved from www.ctuonline.edu/5.30MKTG630_03_215_6_3_0_2