Adapted from: Armstrong, G., Kotler, P., Harker, M. and Brennan, R. (2009) Marketing: An Introduction. Pearson: Harlow, p.583-584
Appendix 1 – Marketing Plan
“Action programmes should be coordinated with the resources and activities of other departments, including production, finance, purchasing, etc.” (Armstrong et al., 2009, p.583)
Product ‘X’ (a new multimedia PDA product) will be introduced in February. Following are summaries of the action programmes that will be used during the first six months of next year to achieve the organisation’s stated objectives:
January We will initiate a £200,000 trade sales promotion campaign to educate dealers and generate excitement for the launch of Product ‘X’ in February.
We will exhibit at the major consumer electronic trade shows, Webcast the product launch, and provide samples to selected product reviewers, opinion leaders and celebrities as part of our public relations strategy.
Our training staff will work with sales personnel at major retail chains to explain the features, benefits and competitive advantages of Product ‘X’.
February We will start an integrated print/radio/Internet campaign, targeting professionals and consumers.
The campaign will show how many functions Product ‘X’ can perform and emphasise the convenience of a single, powerful handheld device.
This multimedia campaign will be supported by point-of-sale signage, as well as online-only specials.
March As the multimedia advertising campaign continues, we will add consumer sales promotion tactics, such as giving away leather carry-cases as a premium.
We will also distribute new point-of-purchase displays to our retailers.
April We will hold trade sales contest, offering prizes for the salesperson and retail organisation that sells the most of Product ‘X’ during the 4-week period.
May We plan to roll out a new national advertising campaign in this month. The...