Expert answer:Datamonitor, Hoovers, Mergent company report and Y
Answer & Explanation:Marketing Plan This is an individual project where you will develop a comprehensive marketing plan for an actual product or service for an existing public corporation. Consider this as your Final Exam. We will use Appendix Two in our text as our guide for your Marketing Plan.The Plan will be delivered in two stages:Stage One Each student will provide a two-page, single-spaced, business block format proposal for the company and product/service you will use for your Plan. In the proposal include: a company profile including a brief five-year financial overview and its current marketing situation. Helpful sources for this assignment include: Datamonitor, Hoovers, Mergent company report, Yahoo finance, etc.Stage Two This is your final. In week eleven, each student will submit his or her marketing plan document. This is a 15-20 page, double-spaced, typed document. The framework of the marketing plan is Appendix Two in the Armstrong/Kotler textbook. Ten minimum, quality references are required (APA format) Submission through Safe Assignment is mandatoryAbsolutely no plagiarism!!!bus_103_dis_week_2.pptx
bus_103_dis_week_2.pptx
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Marketing Plan Overview
Individual project
An actual (Tangible) product of an existing public corporation
Must be a Fortune 500 company
Appendix Two in the textbook as a guide
Marketing Plan will be delivered in two stages
Helpful Sources
guides.lib.ucr.edu/bus103
Source name
Hoover’s Online
Mergent Online
IBISWorld Industry Surveys
Statista
GVRL
EBSCO host
Priveco
Stage 1
Two paged, single spaced, business block format, Fortune 500
Company, tangible product, Times New Roman, 1-inch margins
1.) Company Profile
2.) 5 Years Financial Overview
3.) Current Market Situation
a.) Market Description
b.) Product Review
c.) Competitive Review
d.) Channels and Logistics Review
1.) Company Profile
Describes the company
Industry, what the company sells
Example:
The Chill Beverage Company was founded in 2001 by an entrepreneur
who had successfully built a company that primarily distributed niche
and emerging products in the beverage industry. The Chill Beverage
Company markets dozens of Chill Soda flavors, many unique to the
brand. Chill Beverage has grown its business every year since it was
founded. In the most recent year, it achieved $185 million in revenue
and net profits of $14.5 million. As part of its future growth strategy, Chill
Beverage is currently preparing to enter a new beverage category with
a line of vitamin-enhanced waters. As a beverage category, bottled
water experienced tremendous growth during the 1990s and
2000s…etc
Examples:
Genuine Parts
The Gap
2.) Five Years Financial Overview
3.) Current Market Situation
a.) Market Description
b.) Product Review
c.) Competitive Review
d.) Channels and Logistics Review
a.) Market Description
Industry
Competition
Consumers
Example: The bottled water market consists of many different types of
water. Varieties of plain water include spring, purified, mineral, and distilled.
Although these different types of water are sold as consumer products, they
also serve as the core ingredient for other types of bottled waters, including
enhanced water, flavored water, sparkling water, or any combination of
those categories. Although some consumers may not perceive much of a
difference between brands, others are drawn to specific product features
and benefits provided by different brands. Still other consumers make
selections based on flavor. The industry as a whole has positioned bottled
water of all kinds as a low-calorie, healthy alternative to soft drinks, sports
drinks, energy drinks, and other types of beverages. Chill Beverage’s market
for NutriWater consists of consumers of single-serving-sized bottled
beverages who are looking for a healthy yet flavorful alternative.
b.)Product Review
What is your product?
Describe the features of the product in bullet points
Chill Beverage’s new line of vitamin-enhanced water—called NutriWater—offers the
following features:
Six new-age flavors including Peach Mango, Berry Pomegranate, Kiwi Dragon fruit, Mandarin Orange,
Blueberry Grape, and Key Lime.
Single-serving size, 20-ounce, PET recyclable bottles.
Formulated for wellness, replenishment, and optimum energy.
Full Recommended Daily Allowance (RDA) of essential vitamins and minerals (including electrolytes).
Higher vitamin concentration—vitamin levels are two to ten times higher than market-leading products,
with more vitamins and minerals than any other brand.
Additional vitamins—vitamins include A, E, and B2, as well as folic acid—none of which are contained in the
market-leading products.
All natural—no artificial flavors, colors, or preservatives.
Sweetened with pure cane sugar and Stevia, a natural zero-calorie sweetener.
Twenty-five cents from each purchase will be donated to Vitamin Angels, a nonprofit organization with a
mission to prevent vitamin deficiency in at-risk children.
c.) Competitive Review
Competitor
Brand of product Features
Coca-Cola
Vitaminwater
Regular and zero-calorie versions; 28 varieties; eachflavor provides a
different function based on blend of vitamins and minerals; vapor
distilled, de-ionized, and/or filtered; sweetened with crystalline fructose
and erythritol; 20-ounce single-serve or multi-pack.
PepsiCo
SoBe Lifewater
Regular and zero-calorie versions; 17 varieties; sixdifferent functional
categories; vitamins, minerals, and herbs; Pure—mildly flavored,
unsweetened water; sweetened with sugar and erythritol; “all natural”;
20-ounce single-serve and multi-packs as well as one-liter bottles.
Arizona
Beverage
RESCUE Water
Full calorie only; five flavors, each with its own blend of vitamins and
minerals; green tea extract (caffeine included); only brand with
coconut water; Twinlab branded vitamins; high-tech plastic bottle.
d.) Channels and Logistics Review
What marketing channels does the company choose to distribute and sell
products? Why?
Example:
NutriWater will be distributed through an independent distributor to a network of
retailers in the United States. This strategy will avoid some of the head-on
competition for shelf space with the Coca-Cola and PepsiCo brands and will also
directly target likely NutriWater customers. This strategy will focus on placing coolers
in retail locations that will exclusively hold NutriWater. These retailers include:
Grocery chains: Regional grocery chains such as HyVee in the Midwest, Wegman’s in the east,
and WinCo in the west.
Health and natural food stores: Chains such as Whole Foods, as well as local health food co-ops.
Fitness centers: National fitness center chains such as 24 Hour Fitness, Gold’s Gym, and other
regional chains.
…
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