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Advertising to Sales Promotion Ratio

Marketing-Sales The advertising to sales promotion ratio has changed during the past decade from what was once a 60:40 ratio, to what is now a 75:25 ratio. Reasons behind this change include the fact that it is a much more competitive marketplace overall, and that companies must compete for sales in an aggressive manner. Another measurement to consider is the Lifetime Value of Marketing Model that values the dollars spent on advertising over the life of a particular product, not just the life of the ad campaign itself. "The so-called Lifetime Value of Marketing Model makes a strong case for sharper advertising copy, a higher advertising-to-sales dollar ratio." (Neff 2000-page 4) Most for profit business' consistently study industry trends, and are copiously aware of the costs of producing and selling their product. If studies show that more profits can be generated by spending additional advertising dollars on each sale, then most business' will likely spend those dollars. Another factor to consider as to why the ratio has changed so dramatically is……

Pages: 1  |  Term Paper  |  Style: APA  |  Sources: 1


Advertising and Sales Strategy for a Travel Agent Franchise

However, a cost effective approach will also include the setting up of social networking media, and the use of advertising though the media sites, which can be undertaken in a highly targeted manner for as little as $1 a day (Facebook, 2014), but more may be advisable. The use of the local newspaper or radio can also be cost effective. 3.6 Aim of Advertising The aim of the advertising will be to generate leads or enquiries. Most potential cruisers want to talk to an agent before they book a holiday; this is a common trait with any potentially high cost purchase (Dickinson & Vladimir, 2007). Therefore it is enquires that are the most important stage, as without these the travel agent will not make sales. With a closing rate that a good, (but not excellent) agent may have of 40% (Dickinson & Vladimir, 2007), and a desire to sell 100 cruises in a year, the marketing should generate 250 serous leads in a year, or 5 a week. 4. Sales Plan 4.1 Distribution Channel The sales plan will start with the decision to make sales direct to the customer. Dickinson & Vladimir, (2007) note that most cruisers want to talk to a sales agent or travel agent before booking, so a direct channel may be the best approach. This will allow the travel agent to get top know the customers and find out what they want to make sure they are being sold the right cruise. It is also a distribution medium that may help to create longer term relationship so cruisers will once again return to the same agent for subsequent cruise bookings. 4.2 Sales Forecast A forecast can be made for the expected level of sales in the new franchise, it is estimated that there will be 100 sales in the first year, with an average cruise value of $5,000, and from this the agency will earn an average of 14% commission, giving revenue for the firm of $70,000. It may also be estimated that the following year there will be a 20% increase as past customers return and more new customers are obtained. 4.3 Sales Budget The sales budget will need to be managed carefully and kept low due to the initial low revenue. The direct sales strategy will rely on the investor/owner going it alone in the first few years, so they will not have any…

Pages: 3  |  Marketing Plan  |  Style: n/a  |  Sources: 3


Database Marketing, Sales Force Automation

In a recent survey, Best Practices noted that financial companies often use sales force automation to improve prospects. A financial services company may use sales force automation to successfully improve product lists, leading to sales. In this situation, the techniques have segmented customers, and revenue per salesperson may increase at a double-digit rate (Kaneshige). There are numerous other examples of…

Pages: 8  |  Term Paper  |  Style: n/a  |  Sources: 0


Marketing Discuss the Aspects of the Elements

Marketing Discuss the aspects of the elements of the communication mix include: advertising, direct marketing, sales promotion, publicity/public relations and personal selling.) Define each and discuss the pros and cons of the individual elements. The creation of an effective integrated marketing communications strategy requires the coordination of advertising, direct marketing, sales promotion, publicity and public relations (PR) and personal selling all aimed at a common goal. The greater the level of synchronization across these elements the greater the potential of strategies being effective and goals being attained (Kitchen, Kim, Schultz, 2008). The role of social media has accelerated the need for synchronizing each of these specific components together into a concerted and focused effort (Mangold, Faulds, 2009). With the high need for coordination in mind each of the elements of the communication mix are defined including their strengths and weaknesses. Advertising's strengths include being able to quickly define and sustain a brand's value proposition, be instrumental in launching a new product, define competition position and value, and define the value of products by benefits rather than just features. The cons or negatives of advertising include cost, lack of precise targeting in print-based advertising, and the need to repetitively advertising to see any long-term effects. Direct marketing's strengths include ease of tracking results (Hester, 2009), cost efficiency, control over creative messaging, and fast time to deploy. The negatives or cons of direct marketing is that consumers are beginning to view it as spam, the lack of quality in specific direct marketing programs is hurting the entire industry, and postal costs are again expected to increase which will increase the costs of this strategy. Sales promotion's strengths include the ability to directly impact the initial trial of a product, the ability to create targeted strategies across print and online channels (Wakolbinger, Denk, Oberecker, 2009) and the advantage of precisely targeting the sales promotion to specific audiences. The cons or negatives are first the costs, which can become very high if a product trail is involved. Second, the timeframes for executing sales promotions and the need to keep campaigns running continuously for this strategy to be effective is significant. Third, sales promotions must be tailored to specific audiences to be effective over time. Public relations' strengths include the ability to create a company's reputations relatively inexpensively by building relationships with key influencers, create greater brand awareness through print and online-based PR strategies, and…

Pages: 2  |  Research Paper  |  Style: n/a  |  Sources: 3


Marketing Organic Chocolate Bars the Selected New

Marketing Organic Chocolate Bars The selected new product for development is a line of organic chocolate candy bars which will be branded under the name Everyday. The organic chocolate market currently totals $70.8 million, just a small fraction of the overall chocolate market which is about $6 billion in the United States alone (Organic chocolate booming in U.S.). Given that sales of organic foods will increase by 71% from 2006 to 2011 (Knudson, 2007), the growth prospects for organic chocolate should be equally promising. Rather than establishing a high-end brand like other organic candy companies such as Dagoba, Green & Black, Lake Champlain, Chocolove and Newman's Own, this organic chocolate product line will try to serve as a similar product to popular non-organic candy bars. Therefore, Everyday candy bar types will mimic America's leading selling candy bars, Snickers, Hershey's Chocolate, Reese's Peanut Butter Cups and M&M's, (Beirne, 2006). Our company will position the product line as a healthier alternative to popular candy bars, offering the same favorite flavors and providing more affordability and channel ubiquity than current organic substitutes. The overall goal is to increase the number of consumers who embrace organic chocolates and to also increase the frequency of purchases of organic chocolates. With its lower price than high-end organic brands and similarity to popular candy bars, Everyday should command share similar to the larger chocolate market than the present niche market for organic chocolate. Everyday's mission is to ensure that all foods, including widely consumed candy bars, are healthy, nutritious, desirable and affordable. As such, Everyday will provide organic candy bars made entirely of natural ingredients that are free of artificial fertilizes and pesticides, and that offer the same types of options as leading non-organic candy bars for only a slightly greater price. Our strategy to achieve Everyday's mission and objectives is to focus on product, price, place and promotion. Product: Like our organic competitors, all products will be made with natural ingredients. However, unlike the competition, candy bar types will mimic America's leading selling candy bars, Snickers, Hershey's Chocolate, Reese's Peanut Butter Cups and M&M's, (Beirne, 2006). Price: To increase affordability, price will be $1.75, a point midway between non-organic candy bars which sell for approximately $.75 and high-end organic candy bars which sell from between $2.50 to $4.00. Place: Given lower margins, greater distribution will be key to the product's success. This new product line will…

Pages: 3  |  Thesis  |  Style: APA  |  Sources: 5


Marketing a Market Follower Is a Company

Marketing A market follower is a company that is comfortable not taking the lead in a market share system, they are happy taking a part of the market share without incurring the costs of a market leader in the process. The company usually utilize four broad strategies to achieve their market goals, including utilizing the best practices of the market…

Pages: 6  |  Term Paper  |  Style: APA  |  Sources: 5


Integrated Marketing Communications Was a

The latter helps company to better assesses the response of consumers. It is more economical as it is selective in its audience. The creation of promotional messages is easier as companies are well informed of characteristics and needs of their audience. Reckitt Benckiser uses this form of promotion especially for its pharmaceutical products such as Gaviscon, Bonjela, Temgesic (injections and tablets) and new ones. The cards explaining the products, along with the samples are mailed to doctors. However, as it is strategy used by most pharmaceutical companies n it can very confusing, annoying and difficult for doctors to examine all of them and respond to them. Hence, Reckitt Benckiser may not always get its desired amount of response. Another form of promotion is personal selling, whereby a member of the sales team of the company tries to persuade and sell a product directly, in a person -- to person contact. The advantages of this method, are that it allows the seller to better explain, persuade a product and answer any questions that consumer might have. In this way, the seller is able to get immediate feedback. Members of sale teams of Reckitt Benckiser visit doctors and chemist (for pharmaceutical products) and general shopkeepers to explain their news products and sell and examine the sale of the old products. On visiting, they also might offer bulk buying discounts to general buyers and give-aways to doctors such as prescription pads, calendars, thermometers etc. This helps them build a better relationship with their consumers. The disadvantages, however, are that these methods may not encouraged by the buyers and requires a great communication skills on sellers' part, because the entire selling depends upon the sellers' skills and attitude which may not be consistent and affect or hamper the image of the products being promoted. Reference 1. Introduction to Integrated Marketing Communications. Accessed online 29th Jan 2005: www.tristate.edu/faculty/herbig/imc01.htm…

Pages: 2  |  Term Paper  |  Style: n/a  |  Sources: 0


Business Marketing Brand Manager Was

Beckman, Kurtz and Boone (1997) further note that market research provides information that identifies marketing problems and opportunities, allows marketing actions to be created, revised and assessed, monitors market performance and improves the overall effectiveness of marketing initiatives. Despite the numerous benefits of collecting, analyzing and applying data to the marketing process, marketers must realize that some data is unattainable…

Pages: 10  |  Term Paper  |  Style: n/a  |  Sources: 0


Demand States in a Market There Are

Demand States in a Market There are eight possible states of demand within a given market -- negative demand, nonexistent demand, latent demand, declining demand, irregular demand, full demand, overfull demand and unwholesome demand. The negative demand means that the majority of consumers in a market dislikes or avoids the product or service; the approach of the marketer should revolve…

Pages: 13  |  Essay  |  Style: APA  |  Sources: 2


Sales as the Heart of Marketing Sales

Sales as the Heart of Marketing Sales is at the Center of Marketing The worse the economic climate in an industry or economy, the greater the level of battling that goes on between marketing and sales for the direction of all customer-facing strategies. The current recession has just accentuated and exacerbated this issue, with sales winning the majority of the time due to their better understanding of customer needs. In debating if marketing or sales is actually driving marketing, it's clear that sales has more self-interest ins take in seeing lead generation, lead escalation, lead nurturing and sales cycles succeeding. A large proportion of sales' income is directly affected by the effectiveness and precision by which marketing strategies are executed, which leads to this group fighting to dominate the role in many companies (Paparoidamis, Guenzi, 2009). The tougher the economic climate the greater urgency sales professionals have to protect their current income and earn at least a proportion of their bonus (Turner, Lasserre, Beauchet, 2007). Finding the Voice of the Customer and Acting on it With so many digital channels and marketing techniques available for marketers to choose from and quantify their strategies to understand their effectiveness on target markets, the marketing profession could reach a level of precision never seen before. The role of digital marketing continues to be all-encompassing between upper and lower sales funnel analysis, providing a level of precision to marketing efforts that makes Return on Investment (ROI) possible to track and attain for each strategy or program (Edelman, 2010). Ironically, however marketers have adopted digital marketing so strongly that they have neglected to take into account those factors that cannot be quantified. The voice of the customer including their unmet needs, requirements, and needs for future products are seldom as neatly quantified as a digital marketing campaign defies this level of qualitative data capturing. Marketing has never been more quantified in its approach, measurable yet in this quantification the emotions, frustrations, concerns and needs of customers that defy quantification are often completely forgotten. On this issue is where sales are taking control of marketing. Sales spend time with customers in person and can quickly interpret their emotions, from the frustration and unmet needs to the areas of a company's performance that delight them and get them to their goals. Sales understand how customers think in great depth and can quickly understand what needs they have.…

Pages: 3  |  Essay  |  Style: n/a  |  Sources: 3


Black Thinking Advertising Agency- Business

Due to the stability in the political and economic conditions of the city, Birmingham houses many small businesses that can be potential customers to Black Thinking. Even new small businesses launching now and then can be helped by the company to secure their contracts for the rest of their operating term. However, there is a threat of a big marketing…

Pages: 7  |  Business Plan  |  Style: n/a  |  Sources: 6


Marketing Plan for Coca-Cola Marketing

The Marketing Mix for Coca-Cola: Marketing mix constitutes all those strategies which are formulated and implemented with the core objective of presenting the company's product or service to its target customers in the most effective and competitive fashion. The Coca-Cola Company uses a number of marketing mix strategies for its most valuable brand, Coca-Cola. These strategies play an important role…

Pages: 12  |  Marketing Plan  |  Style: n/a  |  Sources: 6


Marketing Plan for Brocade Comm's Mlxe Switch Router

Brocade MLX Routers Marketing Plan Brocade MLX Routers: Advertising Marketing Plan The high-speed routers have become the need of a common person in an era where high-speed internet connections are required to fulfill the high-scale objectives of large enterprises. Nowadays, extreme competition has emerged in the market for all types of network-based equipment. Multinationals are continuously upgrading their products to…

Pages: 5  |  Marketing Plan  |  Style: n/a  |  Sources: 4


Marketing Response There Are Several Significant Advantages

Marketing Response There are several significant advantages of using qualitative measurements in marketing research. The most significant is the ability to capture the voice of customers that may have evaded the more structured, numerically-based approaches that force respondents to provide a specific set of answers. Qualitative research can also lead to entirely new insights into a new market or service…

Pages: 8  |  Term Paper  |  Style: n/a  |  Sources: 3


Marketing Mix: Promotion Strategies for

In terms of the four Ps of the marketing mix, Pepsi prices its items based on the amount and size. Prices of this company have been easily accepted by the public population. This increases the product's demand. Pepsi is a pro-at its promotion tactic (Smith & Taylor, 2009). Pepsi has been doing promotion since its inception. The company does this in an effective and efficient manner to attract new customers while retaining existing customers. The promotion of Pepsi is composed of radio, television, billboards, internet, global events like World Cup and pamphlets (Palmer, 2012). As among the leading beverage company, Pepsi is easily available and accessible across the world. Obviously, Pepsi can be found everywhere because of the increasing demand for its products. The company has always established effective, and attraction strategies to attract its target market; packaging in football events with Pepsi products. US Airways is a multinational corporation providing service items, flights in various destinations, within the transport sector. U.S. Airways marketing strategy entail quality of flights, flight services, executive class, various worldwide destinations, security, and years of experience, support facilities, and speed. As a brand, U.S. Airways provides comfortable and efficient transport to customers. In terms of product development, company is positioning in selecting the most appropriate strategy, has been recognized to be a strategic factor (Wensveen, 2011). US Airways has been positioning itself as a high quality, high standard airline, and the leader in the category market. The company tries to fulfill all the diverse customer expectations and needs from the first class, economy class and business by offering various services (Palmer, 2012). U.S. Airways prides in the on-board menu, in terms wines, and foods and different lounges for first class clients contrary to its economy class. It provides business class seats, gold and silver cards for frequent customers and an executive lounge in all main airports. In addition, it offers customers with free drinks and food flights with exceptional service. The company has a unique two-in-flight magazine various radio channels, a collection of movies and TV programs for entertainment (Wensveen, 2011). It also flies the most convenient and busiest lines and airports from almost every country across the worldwide destinations. US Airways has expanded its marketing by introducing effective pricing strategies, which cater for across the board clients. Price refers to the value put on the items exchanged in the process of marketing. Customers pay…

Pages: 4  |  Essay  |  Style: APA  |  Sources: 4


Managing Advertising, Sales Promotion, Public

Highly selective mailing lists can help marketers better direct their products and services so that consumers are more likely to show interest. For example, a direct mail campaign advertising $50,000 Bentley cars is not likely to have much impact in a rural, middle class section of society. Such advertising might be better suited for people living in million dollar homes…

Pages: 14  |  Term Paper  |  Style: n/a  |  Sources: 0


Point of Purchase Pop Advertising

¶ … Purchase Advertising Typically, a point-of-purchase advertising objective falls into one of six categories: developing awareness and improving attitudes, generating trial, stimulating an impulse purchase, remind/repeat purchase stimulation, new usage idea/repeat purchase stimulation or brand differentiation (Liljenwall, 2004). This paper discusses my experience with two of these, generating trial and developing awareness and improving attitudes. My experience generating trials was positive while the attempt to develop awareness was not. Cosmetics companies are very good at generating trails of their products. Most recently, I visited Lancome's makeup counter at Macy's and was offered a free gift set with any Lancome purchase of $29.50 or more. According to Schultz, Robinson, and Petrison (1997), this is an example of a near-pack promotion where an item is offered free or for an additional charge at the point of purchase. These authors mention that near-packs are very effective at generating trial for other items in a product line. I agree with this statement and add that it's very good at getting a shopper who is just browsing to move forward and make a purchase. After seeing the offer on signs displayed above the counter, I bought an item, a moisturizer, which I was only thinking about purchasing, in order to receive the free gift. Furthermore, I discovered that I really like one of the items in the gift set, a Lancome lipstick that I had never bought before and probably would have never tried without the point-of-purchase advertising. As a result, I will probably purchase this item in the future. The advertising was in no way annoying. I viewed it as an unobtrusive offer that would allow me to sample some free products. I would strongly advise marketing executives at cosmetics firms to conduct this type of advertising frequently, changing gift pack items so that consumers try more and more items. Cosmetics have high markups, so getting the consumer to buy additional products is well worth the cost of offering the additional samples. However, I believe the downside of near packs for cosmetics is that consumers may hold off making purchases until a promotion is in place. Recently, my car broke down and I had to rent a car. The rental car agent at Hertz spent a lot of time trying to get me to purchase the company insurance as well as a costly prepaid gas option where I would purchase a tank……

Pages: 2  |  Essay  |  Style: n/a  |  Sources: 3


Sports Marketing Nike's Marketing Strategy

Nike's Marketing Strategy Nike, the world's largest athletic wear company, has developed a sophisticated marketing strategy that supports its vision of inspiring athletes. At the core of their strategy is the concept, developed by co-founder Bill Bowerman, that "if you have a body, you are an athlete." Much of Nike's marketing strategy flows from that statement, and the mission to…

Pages: 5  |  Thesis  |  Style: APA  |  Sources: 12


Marketing the Most Important Difference Between Sales

¶ … Marketing The most important difference between sales promotion and advertising is perhaps given by the scope of each of these actions. In general, sales promotion are destined to encouraging short-term sales of a certain product or portfolio of products, while advertising is generally a long-term action meant to encourage sales from a certain brand over a longer period of time and build confidence with potential consumers. At the same time, the incentive that each of the two actions provides for the customer is different. In the case of sales promotion, the incentive is almost exclusively the price or rather the perceived bargain that the client will have by purchasing the product being promoted. On the other hand, in advertising, the incentive is quite often emotional or otherwise related to the product. Sales promotions are useful generally around a holiday, because people have an incentive to maximize their volume of purchases during that period of time and a……

Pages: 1  |  Research Paper  |  Style: APA  |  Sources: 1


Marketing Plan for Du Maurier Cigarette Brand Imperial Tobacco Canada

Marketing Plan for DuMaurier Cigarette Brand - Imperial Tobacco Canada Du Maurier Marketing Plan Situation Analysis Market Situation Macro environment Demographic Situation in Canada Economic Situation Political-Legal Situation Ecological Situation Socio - Cultural Situation Technological Situation Competitive Situation Opportunities and Issues Analysis Strengths and Weaknesses Opportunities and Threats Financial Objectives Marketing Objectives Marketing Strategy Target Market Positioning Product Pricing Distribution…

Pages: 10  |  Term Paper  |  Style: MLA  |  Sources: 6


Marketing Grade Course Satisfaction of

It caters in making a large target audience well aware of the product features and communicating the key benefits of the product to the consumers. Advertisements are thus considered as the traffic drivers of a promotion. Advertising messages provide an understanding of how the audience members can take part in a promotion and benefit from the advantages offered by it. Advertising provides a means to measure the overall response and results of the promotion campaign. In an online advertising campaign, the number of clicks on banner ads and number of website visitors can be tracked in order to measure the popularity and success rate of a product launch. Apart from creating awareness, advertising plays a significant role in building brand personality and image. Advertising produces a psychological effect which has an impact on the mental disposition of the audience, so that they purchase the advertised product. Thus advertisements act as stimulators developing brand preferences among the consumers, which results in enhanced levels of customer satisfaction (Tellis 508). Moreover, advertising encourages innovation and new product development which ultimately reduces the risk of the product becoming obsolete. In a nutshell advertising is basically a form of communication which has the basic responsibility of delivering the information to the target audience. This stimulates demand by providing information regarding the availability of the product, discounts offered and the expectation of the fulfillment of latent and aroused needs. Advertising also lends a hand in supporting other promotion mix elements, which include preselling and helping the sales pro-motion and personal selling activities (Tellis 510). Question 4 Integrated Marketing Communication and its Role in a Firm's Marketing Strategy Integrated Marketing Communication (IMC) is defined as a planning process aimed at assuring that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. The goal of Integrated Marketing Communication (IMC) revolves around integrating all the elements of corporation. It actually combines advertising, sales, customer service, public relations, direct marketing, sales support, etc. into a singular, unified force instead of having them work as different departments having no coordination and cooperation with each other. IMC was actually developed for attaining consistency across marketing communications disciplines and media. Integrated Marketing Communication strategies comprise of figuring out the target audience, developing objectives and budgets, analyzing social, competitive, cultural and technological issues, and eventually evaluating them and retrieving…

Pages: 4  |  Essay  |  Style: n/a  |  Sources: 2


Marketing Plan of the Business of Web Media Contents Monetization Software B2b-Based

Business Plan Section V. The Marketing Plan Overall Marketing Strategy The proposed new venture's Web content monetization system has the ability to quickly transform idle digital assets and content into cash. Differentiated from its competitors by the ability to personalize searches and define bundling of content on the fly with a personalization engine, which is a state-of-the-art technology developed recently…

Pages: 3  |  Business Plan  |  Style: n/a  |  Sources: 10


Nwp Marketing Natural Way Products:

To broaden potential customer base and earn money from their sites (NMI, 2010). Banners, tastefully designed and placed on relevant, high-traffic sites and venues, such as environmental and organic/natural product forums and newsgroups (Demers, 2010). C. Television/YouTube. Although television advertisements can be costly, those on local television are relatively cost-effective. Also, usage of streaming media sites such as YouTube can cause a product or person to "go viral" in hours, expanding visibility exponentially. Choose airtime on TV carefully, to maximize return. Showings of nature programs, local business programs, and documentaries would likely be good time slots to schedule advertisements. Create a series of short videos to release on YouTube and social networks. One featuring the company vision and mission, one detailing manufacturing techniques and ingredients, and one or more for each branch of the product line would allow bite-sized chunks of information for the viewer (NMI, 2010). Create a natural products channel, and invite other merchants in similar product and service lines to participate by adding their own videos -- and followers -- to the channel. Add popular videos periodically to drive up visitor rates, but do not choose anything out of line with the company philosophy or which could diminish their credibility (NMI, 2010). D. Print Advertising. This should be utilized judiciously, in keeping with the company's environmental impact focus. All advertisement should be printed on recycled paper and not mass-produced; emphasis should be on quality (Demers, 2010). Brochures/pamphlets in natural food/health stores; in naturopathic/complementary health medical offices, such as chiropractors, acupuncturists, and dermatologists Ads in local magazines, trade papers, and newspapers. Solicit a feature from the lifestyle or local economy section, to profile the company more publicly. Contact print and online magazines and publications which are relevant to the product field and place ads and/or stories. 7. Report Conclusions Natural Way Products is a company with a unique and special product which can be attractive to a diverse group of demographics. Through sensitive and detailed usage of alternative marketing strategies they can increase their market share and expand to new markets, capitalizing on their strengths. References Demers, J. (2010). Online marketing strategies for natural product retailers. Retrieved March 24, 2011 from http://jeffreydemers. com/marketing-strategies/?p=71 Nmisolutions. com. (2008). National marketing institute: Consumer insight and market opportunity report. Retrieved March 24, 2011 from http://www. nmisolutions. com/r_consumer_insight. html Hartman Group (1). (2008). The many faces of organic. Organic Magazine. Summer Issue. Hartman…

Pages: 6  |  Term Paper  |  Style: n/a  |  Sources: 6


Marketing Plan Consists

Victory Motorcycles The marketing plan for Victory involves a slight increase in spending over the next few years. Three pro forma statements are presented for the marketing plan. Victory represents 3% of Polaris' business, and Polaris spent $111 million on marketing last year, so an estimate of Victory's marketing budget is $3.33 million. As we seek to increase Victory sales by between 20-40% by region, this budget will experience a corollary increase. Pro Forma Marketing Budget Advertising Marketing administrative Dealer support Total Pro Forma Breakeven Analysis Increase in marketing costs 1,326,000 1,864,000 2,609,600 3,653,440 Avg sale price per unit 16540 17036 17547 18074 # of additional units required Pro Forma Sales Forecast Increase in U.S. Sales 62000 86800 121520 170128 Increase in Europe Sales 31000 43400 60760 85064 Total New Sales Expected 93000 130200 182280 255192 Breakeven Sales needed 80,169 109,414 148,718 202,141 Increase above breakeven 12,831 20,786 33,562 53,051 In order to achieve these results, there are a number of controls that must be put into place. The first of these comes with implementation. The strategy that has been proposed consists of a strong increase in marketing spending. In order to implement this spending increase, two marketing units will be created -- one each for North America and Europe -- and within these subunits will be created to specifically target the female market. The spending will be focused on the best media to reach our core demographic, so there will be little change in the types of media we utilize, but to implement this plan will entail greater saturation of these media types and an increase in the number of media outlets used in marketing. As the pro-form budget indicates, this new marketing plan will entail……

Pages: 2  |  SWOT  |  Style: n/a  |  Sources: 0


Marketing Analysis AVON

Company Description In business since 1886, Avon Products is one of the world's largest cosmetic companies with over $10 billion in revenue. Avon markets its products using a direct selling model. Through its 5.4 million independent Avon Sales Representatives the company is able to reach consumers in over 100 countries around the world. The company bills itself as "Avon, the…

Pages: 7  |  Term Paper  |  Style: n/a  |  Sources: 6


Segmentation Targeting Positioning Advertising Marketing PR Distribution Logistics

Marketing Market Segmentation The market for any product can be defined as a group of people who has sufficient purchasing power, authority, and willingness to buy the product in question. The market segmentation stage will directly determine the following section of market targeting. Market segmentation refers to the specific characteristics of the market that is most likely to buy the…

Pages: 5  |  Research Proposal  |  Style: APA  |  Sources: 2


Media Plan for Retail Chain Steve and Barry's

Business - Advertising MEDIA PLAN for STEVE and BARRY'S Background and History of the Steve and Barry's Business Model: Partners Steve Shore and Barry Prevor were childhood friends who opened their first retail casual clothing store near Detroit, Michigan in 1985 as both were completing their undergraduate studies (at Tulane University and the University of Michigan, respectively). Initially, Steve and…

Pages: 5  |  Thesis  |  Style: MLA  |  Sources: 10


Marketing Plan Sweet Treats Coffee Shop and Bars

Marketing plan: Sweet treats coffee shop & bars Sweettreats Marketing Plan During the recent years, the restaurants industry has been met with great increases in both demand as well as offer. And the coffee shop sector has not been an exception. With a constantly increasing number of coffee drinkers driven by numerous and changing demands, the industry has been forced…

Pages: 18  |  Term Paper  |  Style: n/a  |  Sources: 8


Does Technology Affect Marketing?

¶ … TECHNOLOGY AFFECT MARKETING? The objective of this work is to develop knowledge relating to the marketing discipline historically and to the present and in terms of the future. The question this work seeks to answer is whether new technologies are a major threat to marketing as posited in the work of McKenna (2002) and to state either an…

Pages: 15  |  Term Paper  |  Style: MLA  |  Sources: 3


Urban Marketing and Event Planning

Urban Marketing & Event Planning Dushane Urban Marketing Consultants is a start up company concentrating in making a connection between urban consumers and corporate America with live advertising, event production, cross promotions, and creative consulting. The company offers high-quality creative solutions so as to utilize resources for not only business growth, but also market growth along with channel expansion. Dushane…

Pages: 9  |  Term Paper  |  Style: n/a  |  Sources: 0


IMC Strategy Exploring the Aspects

The downside of promotional strategies are their lack of permanence and relatively quick lifecycles, lack of measures on effectiveness, and long-term timeframes often needed to shut them off (Johnston, Tennens, 2005). Publicity and public relations (PR) are among the most critical aspects of any IMC, in that they share the most relevant and valuable information about a given product or service with the target market of prospective customers. PR looks much easier than it is to do well. The pros of a strong PR campaign as part of an IMC strategy are its ability to create greater name awareness, act as a catalyst of the entire IMC strategy, and also underscore the unique value proposition of the products or services being sold (Johnston, Tennens, 2005). The cons of PR are its imprecise nature, as it will often not be directly applicable to all prospects all the time, it's lack of measurability, and the short lifecycle of this strategy in the context of selling Anantachart, 2004). Personal selling is the most critically important aspect of the IMC strategy as all elements are designed to enable a sale to be made. The pros of having this as part of an IMC strategy are its immediate revenue implications, continued development of customer relationships, and immediate feedback from customers on how a given product or service is meeting their needs or not (Holm, 2006). The downside of personal selling is that it is often very expensive, can take a long time to accomplish on costly products, and requires constant training to enable a sales team to do it effectively. References Anantachart, S. (2004). Integrated Marketing Communications and market planning: Their implications to brand equity building. Journal of Promotion Management, 11(1), 101-125. Holm, O. (2006). Integrated marketing communication: From tactics to strategy. Corporate Communications, 11(1), 23-33. Johnston, M., & Tennens, M.……

Pages: 2  |  Research Paper  |  Style: n/a  |  Sources: 2


Advertising Has a Significant Role

This effect could not have been achieved with a mere textual form of advertising. One look at the graphical advertisement of Weston automobiles (website) the consumer is made aware of the different types of automobile accessories that the company produces. The various types of product like the 'Sports mans CPS" grill guard, Front bumber guard, rear bumper guard, safari light bar guard, etc. are all neatly explained by separate graphical details. The individual graphical product descriptions are complemented by explanatory text, which describes the visual depiction in a little detail and highlights the differences in the product features, leaving the consumer with all the information that is necessary for him to make a choice. Achieving this objective without the use of graphical representation is quite impossible. (With so many product varieties). Furthermore the company conducts electronic business through its website. Only when the customer is apprised of all the minor details he will go along with the purchase of the product. Graphical representation of the products gives the customer a feeling of seeing the product (as he does in a shop) and gives him sufficient product information to make the purchase. Even today companies like Dell, Compaq realize a part of their sale from their online sales system wherein they provide a graphical picture of the computer along with product details. In future the trend is definitely towards ecommerce and we can be sure that graphical designing would be the major mode of advertising. Conclusion The secret of successful business lies not only in developing cost effective and quality products but also in intelligent promotion of the same in this cutthroat competition. Achieving a good market share rests on the increasing reach out of our products. Graphical presentations are self-explanatory and give a clear picture of the features of the product. A well-informed consumer is most likely to buy the product and the use of graphics achieves the purpose. Graphical advertising is indispensable in this world of electronic commerce wherein the customer is more inclined to buy a well described product from the click of the mouse rather than visit the shop. Hence we can conclude that in today's business world the more informed a customer, the more chances of realizing a sale and this more than emphasizes the importance of intelligent graphical product advertising.…

Pages: 3  |  Essay  |  Style: n/a  |  Sources: 0


Internet Marketing Project

Internet Marketing P. Market Analysis P. Web traffic plan P. Recommended sites P. Convenience survey P. P.18 P. Recently a social networking site aimed at graduate and undergraduate students at CQUniversity Australia was begun as a Facebook page. The upstart site MarketNet is also being used as a tool to give students first-hand experience in the field of online marketing…

Pages: 14  |  Book Report  |  Style: n/a  |  Sources: 17


Sales Persuading the Next Generation of Workers

Sales Persuading the next generation of workers to persuade: Why a sales job is an ideal first job for a recent graduate "Sell, sell, sell." From the moment a student leaves his or her university, a young graduate is faced with the need to constantly sell him or herself -- like it or not! He or she is selling his…

Pages: 5  |  Thesis  |  Style: APA  |  Sources: 4


Marketing Budget During Economic Crisis

Marketing Budget During Economic Crisis The marketing operations have come to play a pivotal role within economic entities. As the customer is placed at the core of corporate actions, the marketing team is the one to ensure a full satisfaction of the customers' needs and wants. They accordingly need extensive budgets to segment the market, identify the target market and…

Pages: 7  |  Thesis  |  Style: MLA  |  Sources: 5


Ethnic Marketing

Ethnic Minority Marketing Strategy of McDonald's As the United Kingdom becomes racially and ethnically more diverse, it becomes evermore important for organizations to consider minority segments in their marketing strategies (Cui & Choudhury, 2001; Nwanko & Lindrage, 1998). In 2001, 7.9% of U.K. Population were from non-White ethnic groups ("Population size," 2008). Ignore this segment, by foregoing ethnic minority marketing,…

Pages: 10  |  Term Paper  |  Style: Harvard  |  Sources: 15


Marketing Mix Is a Model of Crafting

¶ … marketing mix is a model of crafting and implementing marketing strategies and elements that improve the efficiency of the selling process. The model was developed by Neil Borden (Borden, N. 1964) who first started using the phrase in 1949 and it stresses the "mixing" or blending of various factors in such a way that both organizational and consumer…

Pages: 5  |  Term Paper  |  Style: APA  |  Sources: 3


Brand Equity Describe the Roles and Objectives

Brand Equity Describe the roles and objectives of a brand manager and a brand management team Brand, or product, management is the other principal area of corporate advertising and in recent years has become one of the dominant fields of marketing, often driving advertising development. Brand management is usually part of the marketing or sales department. The brand manager concept…

Pages: 10  |  Research Paper  |  Style: APA  |  Sources: 60


Marketing Management: 1980's to Present

The corporations of the 1980's were large contributors to the community and civic organizations. In 1986 charitable contributions amounted to $4.5 billion. The focus in the 1980's was on the customer. Retails expenditures in 1990 were as follows: However by the year 2000 the following was reported: (Adapted from Fleming, Martin, Retailer Report, August 2000) The decade of the 1980's witnessed the world's garbage piling high needing better management and competition was heating up on a global basis as well. Ecology, previously unspoken in most households, quickly became a new household word. Reaching the consumer was done through television as the media of the 1980's reported in a survey that the average American was watching thirty or more hours of television each week. Globalism, spurred on by the expanding marketplace of the 1980's transformed into today's multinational enterprise or international business. Presently the U.S. is involved in several trade blocs and the marketplace itself has transformed. The "High Street" retailer is in vogue not only for the convenience but also for the productive streamlining provided in this type of marketing of consumer goods. Spending patterns from 1999 to 2000 was varied with housing and food expenditures rising 2.8%. Spending on food at home rose 3.6% while eating out expenditures were reported at 1.0%. Apparel spending, services, transportation and health care expenditures rose 5.5 to 6.5%. Entertainment reported decreases of 1.5% and personal insurance and pensions expenditures reported a decrease of 2.1%. With the cold war behind and the Iraq war on the forefront consumer spending is unpredictable. During the 2004 election year the high-technology market is feeling the squeeze. High -- technology spending is reported to have dropped drastically in the year 2004. Competition is fierce on the global market with many of the third world countries beginning to compete fiercely, most noticeably the Latin-American countries of Brazil, Argentina, Uruguay and Paraguay, the four member nations of the trading bloc for free trade in that area. Bibliography: "Consumer Expenditures in Consumer spending patterns varied in 2000" (2002) USDL 01-480, 2000."http://www.findarticles.com/p/articles/mi_m1153/is_1_125/ai_85107272 Pretorius, SJJ " University of Praetoria" [Online] available at: http://upetd.up.ac.za/thesis/available/etd-01092003-135824/unrestricted / 01chapter1.pdf Business and Society: Corporate Strategy, Public Policy and Ethics (1988) McGraw-Hill Publishing. Bonoma, et al. (1990) Marketing Management Text and Cases. Richard J. Erwin, Inc. Illinois. Bonoma, et al. (1990) Marketing Management Text and Cases. Richard J. Erwin, Inc. Illinois. Chart2 0.09 0.08 0.07 0.03 0.14 0.06 Sheet1…

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Cross-Border Alliances Are Defined as Strategic Partnerships

Cross-border alliances are defined as strategic partnerships which are formed between two or more firms, which are from different countries with the purpose of pursuing the mutual interests by sharing their capabilities and resources. They give an organization flexibility to commit on fewer resources and activities and build a bridge to the present resource of the firms. It also brings…

Pages: 8  |  Essay  |  Style: n/a  |  Sources: 15

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