Marketing plan, assignment help
The Marketing plan will talk about Goldfish (snack) crackers company. it is need 10 pages.
This Marketing plan includes:
The Customer Environment
Who are the firm’s current and potential customers?
Describe the important identifying characteristics of the firm’s current and potential customers:
Demographic
Geographic
Psychographic
Product usage
Identify the important players in the purchase process for the firm’s products:
Purchasers (actual act of purchase)
Users (actual product user)
Influencers (influence the decision, make recommendations)
Financial responsibility (who pays the bill?)
What do customers do with the firm’s products?
Purchase
Purchase quantities and combinations
Purchase of complementary products
Purchase situations
Consumption
Characteristics of heavy users
Characteristics of light users
Consumption of complementary products
Consumption situations
Disposition
Issues related to the creation of waste (garbage)
Issues related to recycling
Where do customers purchase the firm’s products?
Identify the outlets (intermediaries) where the firm’s products are purchased:
Store-based retailers
Electronic retailers (Internet, television)
Catalog retailers
Vending
Wholesale outlets
Direct from the firm
Identify any trends in purchase patterns across these outlets (e.g., how e-commerce has changed the way the firm’s products are purchased).
When do customers purchase the firm’s products?
Under the firm’s control
Promotional events (communication and price changes)
Customer services (hours of operation, delivery)
Not under the firm’s control
Seasonal patterns
Physical/social surroundings
Time perceptions
Competitive actions
Why (and how) do customers select the firm’s products?
Describe the basic benefits provided by the firm’s products relative to competing products:
Describe the degree to which customers’ needs are being fulfilled by the firm’s products relative to competing products:
Describe how customers’ needs are expected to change in the future.
Describe the relative importance of transactional (short, one-time) vs. relational (long-term, ongoing) exchange processes when customers make a purchase:
Why do potential customers not purchase the firm’s products?
Identify the basic needs of noncustomers that are not being met by the firm’s products:
Identify the features, benefits, and advantages of competing products that cause noncustomers to choose them over the firm’s products:
Identify problems with the firm’s distribution, promotion, or pricing that cause noncustomers to look elsewhere:
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