Play the role of the marketing team for athletic shoe manufacturer
Make ONE shoe
Three regions
- Home region – smaller section of country – london
- Domestic region – England minus London
- International region – international market IF opportunities arise
Make decisions as to where to spend money and which markets to be in eg advertising, r&d, website
Played over a number of periods – make marketing decisions at beginning of each period
Luxury street wear
Marketing plan
• Cover page
• Details & company name
• Executive summary
• 1 page summarising the meant
• Key points
• Introduction
• What is the product
• Where is the company
• What will this marketing plan hope to achieve
• What is your strategy – include a session statement
• Ansoff matrix
• Assessment of industry
• Market analysis
• Evidence/resources/models will you use to analyze the et
• Primary/secondary research?
• Map market – use graphics, show where value is added in distribution chain between suppliers & consumers
• Segmentation – 4-6 segments, geographic/psychographic/behavioural/demographic
• Positioning/ competitor analysis – prestige? Cheap? Make differentiation points clear, use real-life competitors, positioning map
• Objectives
• 5-year objectives
• What do you want to achieve by end of the od
• Different objectives for different areas
• How many shoes to sell? How much market share? How much profit?
• Different objectives for different regions as they’re different markets
• Marketing mix
• Value proposition – what the company is about, copulates business advantages
• Product
• Product – describe but not designing it
• Money in r&d?
• Feasibility – why people want it
• What is your brand? Building brand
• Price
• Theory & reasoning for pricing
• Strategy eg cost-based, competitor-based, dynamic, skimming
• Price of product
• How you came to decision for pricing
• Is price likely to change
• Different prices for different regions?
• Place
• Distribution mix
• Different ways product will get to consumers
• Account management with distributors – managing relationships
• Direct to consumer website sales – bypass distributors
• Promotion
• Advertising
• Promotions/contests/premiums
• How communication tools match objectives
• Dealer/sales promotion
• Customer journey and how a relationship can be built
• Include media plan in the mix
• Budget & timelines
• Create a tailed budget
• Timeline of actions, consider using graphics
How does the active support strategy?
Which tactics support the element of objectives?
Which communication tools are most important for the et segment?
Use models & frameworks
Use evidence – conduct own research, theory, statistics, competitor analysis
Sample Solution
