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MARKETING PLAN-AMFLOT-
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ABSTRACT OF COMPLETE MARKETING PLAN
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Product
The Amazing Folding TableDesigner
Robert D. Christians
What we offer?
y Easy assembling proceduresy Easy storage
yVariations on the size that it serves
y Target market
y Home users.
y Industrial
y Office use
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Our market established
yAt Kuala Lumpur because:
1. Houses in the city are less spacious
2. To test whether the market will accept our product ornot.
Primary marketing objective
y To achieve a sell as high
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IssueUse aggressive sales strategy
WHY?
y To establish image to customer
y The risk of it failing is high
y Changing the company image to being more modern,more complex through the introduction of thisproduct, so some old customer might disapprove ofthe companys practice
y Invest heavily on the quality and image projection forthe product to gain customers trust
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Purpose Of Marketing Plan
y To guide us through the stages
y Prepared to face any adversity
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MICRO-ENVIRONMENTSTRENGTH WEAKNESS
COMPANY MISSIONOBJECTIVESR&DFUNDS
MARKET PRESENCE
SUPPLIERS SELECTED
WORKTOGETHER
IDLE TI E
MARKETINGINTERMEDIARIES
RETAILERSWHOLESELLERSFINANCE TRANSACTIONS
SALES PERSONSCASH FLOW
CUSTOMERS FINAL CONSUMERSINDUSTRIAL CONSUMERS
INSTITUTIONALCONSUMERS
TESTED
COMPETITORS I OVATIVEWOODDESIGNERSWEB
INFORMATION
PUBLICS RESEARCHES DIFFERENTOPINIONS
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MACRO-ENVIRONMENTOPPORTUNITIES THREATS
DEMOGRAPHICS POPULATION DISTRIBUTIONCHANNELS
RESIDENTIAL PLACESECONOMICS INCOME
LABOUR FORCESCLASSY PRODUCT
TECHNOLOGY LESS PUSH COST OF THEPRODUCT
POLITICAL
RELEVANT LAWS,STATUTES, POLICIES PROTECTED WOOD
CULTURAL EASIER TO HOUSEWIVESAND WORKING WIVES
CUMBERSOME
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OBJECTIVESMARKETING FINANCIAL
1. Make people notice about our product
since it is still new.
2. Sell at least 10 tables per week for first
year and increase it to 30 tables per
week for the coming year.
3. Target market is for home use only and
expanding it to commercial and
community for the next year.4. Get new clients for the first year and
strengthen the relationship between
them for the coming years.
1. Achieve revenue growth of 10% per
year.
2. Increase the net profit margin 2% to
4%.
3. Return on investment
4. Stable the earnings during the
recession periods.
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MARKETINGOBJECTIVE
OBJECTIVE 1:ADVERTISEMENT
RADIOMAGAZINE
OBJECTIVE 2:SHOWCASE ON
TV
RADIO
OBJECTIVE 3:FLYERS
GREETINGLETTER
OBJECTIVE 4:FLYER
PROMOTION ATSOCIAL FAIR
OBJECTIVE 6:JOINT WITH
OTHER STOREWEBSITE
OBJECTIVE 5:CREDIT
APPLICATIONDISCOUNT
OBJECTIVE 7:CUT
UNNECESSARYCOST
REDUCEOVERTIME COST
OBJECTIVE 8:DESIGN BETTER
PACKAGINGIMPROVE THE
DESIGNVARIES THE
COLOR
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FINANCIALOBJECTIVE
OBJECTIVE 1:CONTINUOUSADVERTISINGOPEN TO NEW
TARGET MARKET
OBJECTIVE 4:
REDUCEEXPENSESREDUCE
PRODUCTIONUNIT
OBJECTIVE 3:INVEST CAPITAL
EFFICIENTLY
OBJECTIVE 2:PRODUCE MORE
PRODUCTINCREASE
PRODUCTS PRICE
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TARGET MARKET
We choose a several market segmentation for our product,there is:-
y Demographic segmentation
- Income
- Occupation
- Age and family life cycle stage
y Psychographic segmentation
- people who are adventurous and simple.
y Behavioral segmentation
- Our product target for the special occasion
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TACTICAL PLAN
MARKETING MIX
y PRODUCT
The Amazing Folding TableTM
comes with manybenefits and features. The details on product will be
explained as follows;
- Quality
- Features
- Style
- Brand name
- Packaging
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y PRICE
- We are using market skimming strategies to sell ourproduct.
- in order to define the price, we must look at the quality
and image that the product brought .
- few factors that we consider in setting the price is thecustomer perception of value.
- asking to the customer what are the value that they
expect from our product to different with other
competitive offers.
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- price-adjustment strategies
y Geographical
- Customer-segment pricing- Location pricing
- Time pricing
y Promotional- Special event
y Segmented
- Basing-point pricing
- Zone pricing
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y PLACE
- We use channel 1 that is direct marketing which has no
intermediary and also channel 2 that is indirect marketing.-
PRODUCER
CONSUMER
PRODUCER
RETAILER
CONSUMER
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y For channel 1 we as the producer will sell our productstraight to the customer.
y For channel 2 we will send our product to the retailerand then retailer will sell our product to the customer.
y Indesigning marketing channel, we struggle betweenwhat is ideal and what is practical.
ywe designing our marketing channel starts withfinding out what target customer want from thechannel.
yWe state our marketing channel objective in terms of
targeted levels customer service.y Our company identify the types of channel members
available to carry out our channel work.
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y PROMOTION
- Advertising
using newspaper as our medium to reach target market.
- Sales Promotion
we are more likely to receive response regarding our
product.
- Personal Selling
hired person who can talk fluently to promote this table
because he is the brands representative and people will
see him first before the table.
- Even Management
help company to communicate with existing and
potential customers.
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SummaryOnTactical PlanSummaryOnTactical Plan
Our tactical plan divided into two:1. Target market
Selected by : demographic segmentation,psychographic segmentationand
behavioralsegmentation.2. Marketing mix
Consists of 4Ps
i. Product
ii. Priceiii. Place
iv. Promotion