Marketing Plan

This Is because If we focus on Increasing the market share then we end up focusing on our needs and wants. However, through our offering, we focus on meeting the customer”s wants and needs, by designing services accordingly. Type of product: Ours is a high involvement, experiential product aimed to be marketed as a hedonistic product. To put it in a nutshell, the product is the experience one can feel or understand only after participation. Core Product: The experience of participating In adventure sports like: Trekking, Camping, Paragliding, Bungee Jumping and horse riding Is what drives our product.

While some of the adventure sports offered by us are also provided by our competitors, still we are the only one offering all of them together and that too in the lush green lap of nature. Core Benefits: When an individual “buys” the product he signs up to enjoy the core benefits of thrill, adrenaline rush, feeling of victory over fear and the feeling of Independence that he gets while participating In the sports activity he has “bought”. To top It all, the discerning adventurer gets a feel of multiple sports. All at one location.

Thus, some of the key core product attributes are: meets the adventure interests of urban customers * provides adventure in natural peaceful surroundings with no space constraints * Sports/ Adventure Experiences Offered: provides each customer with a basket of varied experiences under one roof * within 50-75 km from the city * Real time experience as compared to virtual gaming worlds The Augmented Product: As is evident from the interviews, reports in the media and the results of our survey, the adventure seeking college goers and unmarried professionals are interested in the core benefits of adrenaline rush and feeling of independence.

Therefore Adventure’, apart from offering these core benefits, also aims at providing the customers the enhanced benefit of spending quality time with the family while out on an adventure trip. Based on favorable responses to our focused questions during our interview, the augmented product entails the following: a. Camping as a non-adventure family experience to be accompanied by bonfire. This would be marketed as a stand-alone experience. B. A Family Pack including adventure sports and relaxation, a weekend away from the hectic life, all together at a single place, thereby, providing value to everyone c.

Special product designed for large choice. Trekking, camping along with fun filled outdoor games can be excellent team building activities. Augmented product Attributes: * 2 day 1 night package for long term thrills * Complete family puller * Catering to all individuals and groups like students, professionals and corporate. Key Product Quality: Value for money with international adventure sports standards. Customization Offered: Pick and choose from among the various adventure sports packages offered.

Reliability: All adventure sports performed under the supervision of World class professionals Greatest focus within our service quality would be to ensure highest standards of safety. This would be done through rigorous third party audits and continuous assessment of safety systems in place. Branding: Adventure : Discover Yourself! Perceived Product Value with Price: Middle Market Service point of view: A. People: * Employees: The employees are a bunch of young and dynamic professionals who are refreshingly informal while approaching the different customers. Punctuality: Employees are always available on time for the customers 24*7 * Training: Employees at our club are people with a relevant degree in a course which links an understanding of industry provisions, social and psychological aspects of adventurous and extreme sports. As part of the course they must have gone through an integral residential field trip. Our staff is experienced and highly qualified in their respective fields. * Motivation: The employees are constantly motivated through a flat structure at our adventure club and given performance based rewards.

Feedback is collected from the customers and incentives are given to the employees preferred or recommended by the customers. * Teamwork: World class certified professionals competent enough to be able to handle emergencies faced. They are well trained to teach the outdoor adventure skills and risk management techniques with organizations like NOELS (USA), Outward Bound (I-J), along with a number of adventure schools of India like HIM, MIM. * Culture: All the employees are treated as the members off Family. All the success or failures are shared together as a team.

B. Physical Evidence: * Equipment: The entire range of equipments required for our adventure sports is mostly manufactured outside India. We plan to import good certified equipments manufactured in compliance with the International Safety Standards from best laity distributors e. G. The entire range of equipment for paragliding is imported from Supper, which is the most trusted brand in paragliding equipment industry. Also, bungee Jumping equipment is imported from Nanning Quenching Amusement amusement equipments. Facility design: We are located in a site in the north zone of Bangor, which is known for its lush green natural surroundings. The site is easily accessible through public transportation. We have adequate parking space, roads have been paved to our club from the main road, and our site is free from the pollution and noise of the traffic in the city. Our facility development partners have helped us with the best site for each sport, safety incorporation such as a bounded fence for some exclusive sports like bungee Jumping.

We also have relaxation zones where a family can have a great time together. Bounded Fence for Safety Relaxation Private zones for Family * Signage: The entire surrounding is marked with legible indications and signboards which help in identifying the location pertaining to each sport and also for food and stay areas. Support staff is available at designated points after intervals to help people get familiarized with the zones. Areas specially designated for sports bear instructions specific to sport along with actions needed when faced with emergency. Employee Dress: Our entire team is easily approachable for any kind of guidance or help during the process, because of the informal but common dress code that is in place. The outstanding color of the t-shirts helps as a quick clue for identification. * Reports/Statements/Guarantees: Annual feedback service reports to be emailed to all customers who have availed our services in the last one year including families, friends, corporate groups and individuals. C.

Process: Customization is the undercurrent of all our offers, which allows groups to interact with us about their interests and also seek help in identifying the best package which suits them. One of our assisting staff is assigned to each group to help them for the entire period of stay, for both single-day and weekend packages. 1) The simple sequence of steps involved in the process is as listed below: * Availability check: Enquire for availability of accommodation for the group by mentioning the size and probable time of arrival- This can be done through our website, www. Adventure. Com or through our telephone service.

There is an option of selecting the suitable package by talking to our control team employees, who have the expertise to offer the best package in line with the group’s interest, demographics and any constraints. * The price for the entire package can be enquired at this time or after arrival, and the choice should be intimated to our personnel. * Arrival at Adventure, followed by indulging in the unique facilities offered * Excitement and fun while engaging in the sports * Go home with a lingering thrills Quality: All our activities are accredited by adventure activities licensing authority Pricing:

We shall introduce the product, Adventure, with a penetration pricing. Considering the nature of our venture, it is important that we achieve the following: * Attract the innovators and enable trial of the experiences and services. * Ensure maximum capacity utilization. * Deter existing players from adding capacity and offering the sports not yet offered. * Reducing the per customer cost of providing expert supervision and considering the high capital investments required in the project.

Pricing method to be followed: We have decided to price our offering on the principles of perceived value pricing. The perceived value of our offering was arrived at by a survey conducted in which various price points were offered to be chosen amongst. It is our endeavourer to ensure that there is a gradual increase in the customer perceived value through focused promotional activities, which are being discussed below. The going price, offered by substitutes and competitors was also closely studied before arriving at the price points.

Nike’s snowboarding strategy, taking into account its external operating environment as well as its internal capabilities and weaknesses, will be based on its stated objective of driving operational excellence as well as the pursuit of innovation excellence (Nike, 2009). Therefore, at the corporate level, the strategies that will be pursued will be a mix of growth and retrenchment strategies. The Ansoff Matrix identifies four growth strategies including: market development, product development, market penetration, and diversification (Mercer, 1996).

Robbins and Coulter (2008) have identified four growth strategies as: concentration, vertical integration, horizontal integration, and diversification. Nike will use a combination of these growth strategies. The retrenchment strategy will be implemented through layoffs and cost reduction initiatives. In particular, cost savings will be achieved through optimization of the supply chain, restructuring of the organization in order to achieve savings and to streamline management, and laying off of excessive employees.

At the business level, the generic strategy of differentiation (key differentiators being superior innovation capabilities, design, and performance) will be deployed. By optimizing the supply chain and restructuring the organization, Nike’s flexibility and responsiveness to the market will also be enhanced which will help spur innovation and creativity and feed into the firm’s differentiation strategy. All the seven elements of the extended marketing mix will be used to support this plan. This is presented as shown in the schedule below.

Plan Outline * 1. 0 Executive Summary * 2. 0 Situation Analysis * 3. 0 Marketing Strategy * 4. 0 Marketing Mix * Pricing * Promotion * Advertising * Public Relations * Direct Marketing * Web Plan * Website Goals * Website Marketing Strategy * Development Requirements * Website Milestones * Implementation Schedule * Milestones * Funding Plan * Funding Strategy * Funding Process * Funding Account Plan * Funding Pipeline * 5. 0 Financials * 6. 0 Controls Executive Summary 1. 0 Executive Summary

All4Sports is a tax-exempt not-for-profit organization that provides the community with a complete youth sports program. All4Sports offers participants from kindergarten to high school positive learning and team experiences along with the opportunity to create life-long memories. All4Sports continues to be the premier provider of youth sports experiences, and seeks to make this experience affordable and available for all interested participants. This is done through a series of successful undraising activities, the role of the fundraising Foundation, and a solid financial approach to managing these resources. All4Sports now serves more than 24,000 participants in seven sports throughout the Jackson County area with additional youth participating on an out-of-district basis. Ongoing efforts are in place to continue to improve the quality and integrity of the program. The success of these efforts has been documented through studies that confirm the positive perception of the program within the Jackson County area. Major challenges face All4Sports for the future.

These include the uncertainties brought on by property tax changes, facility and capital requirements, the impact of alternative programs, and volunteer training and educational needs, to name a few. The Board of Directors, staff, and volunteers continue to work toward providing a quality experience in the most effective and efficient manner possible with optimism for the future of this exceptional organization. Situation Analysis 2. 0 Situation Analysis The need for youth sports programs is validated and magnified by information that attributes long-term value to participants in these programs.

Numerous studies document the direct value of youth participation in sports. These studies indicate a direct correlation demonstrating that involvement in sports results in reducing the potential to become involved in drugs, sex, crime, and gang-related behaviors. Research indicates the economic, social and personal value of “investing” in the lives of children in a positive and constructive manner avoids the social and penal system costs that may later result. To meet this need, All4Sports offers an experience that serves as a personal “sports reference” for participants throughout their lives.

These important benefits continue to validate the All4Sports concept. 2. 1 Market Needs The initial reasons for All4Sports remain constant. School-sponsored sports programs are severely limited in terms of age and range of events. Based on a recent study, 59% of the people in the Jackson County area surveyed believe the public school system fails to meet their sports experience expectations. Driven by economics, most notably with the passage of state legislation limiting school funding, many sports programs have not survived increasing economic pressures on the public school system.

Property tax modifications may further impede the public school system’s ability to offer any more than the most basic classroom experiences. All4Sports seeks to serve all interested children from kindergarten through high school regardless of what the school they attend offers. There are absolutely no expectations regarding skill or experience, only the desire to participate. The All4Sports program is orchestrated to make this experience as accessible and affordable as possible to this audience. 2. 2 The Market

All4Sports provides valuable team and social experiences for the increasing population of public, private, and home-schooled youth. All4Sports offers young people the opportunity to participate in a variety of team sports throughout the calendar year. Beginning in kindergarten, these experiences provide a source of recreation and simultaneously improve athletic skills, health and fitness as they offer experiences in teamwork, sportsmanship, fair play, cooperation and leadership. Increased self confidence is just one of the many intangible benefits this program offers. Market Analysis Market Analysis| | 2006| 2007| 2008| 2009| 2010| | Potential Customers| Growth| | | | | | CAGR| Public School Students| 6%| 1,947| 2,064| 2,188| 2,319| 2,458| 6. 00%| Private School Students| 9%| 388| 423| 461| 502| 547| 8. 97%| Home School Students| 17%| 107| 125| 146| 171| 200| 16. 93%| Total| 7. 03%| 2,442| 2,612| 2,795| 2,992| 3,205| 7. 03%| Market Analysis (Pie) 2. 2. 1 Market Demographics Market Geographics – All4Sports serves the Jackson County area with a total population in excess of 170,000 people. With a majority of participants from Medford, the program also has participation from surrounding communities, ncluding Central Point, Jacksonville, White City, and Ashland. Market Demographics – An estimated 45% of households in this area contain children under the age of 18. Each of these households averages 2. 1 children. Therefore, an estimated 39,000 children under the age of 18 are potential All4Sports participants. This number is determined annually from grade school enrollment within the areas served. Past data indicates that the highest level of participation occurs after Grade 2. Participation begins to drop in the middle school years, with a significant reduction in participation at Grade 9.

A total of 59% of the participants are male and 41% female. Boys dominate football and girls dominate volleyball. These percentages constantly change due to trends in choice of sports, other alternatives offered in the market place, and other factors impacting participation and availability of these experiences. Market Psychographics – One of the most typical profiles of families interested in this type of program can be described by the following: * The parent/guardian works full-time in a traditional “8 to 5” schedule. * They have more than one child living at home. They are relatively active in their child’s life, but feel they have limited time. * They value the physical and social experience their child receives more than actual sports and skill-development aspects of the experience. Market Behaviors – All4Sports continues to enjoy a positive perception within the community. Studies report solid support of the concept and purpose of the organization and an awareness of the problems inherent in a program that involves thousands of volunteers. Based on recently conducted research, more than 86% of the population in Jackson County area has some awareness of All4Sports.

Most people report they are familiar with All4Sports through knowing a young person who has participated in an All4Sports program. Individual awareness levels are highest among adults in the 25-54 age range, and business owners and managers have a 93% awareness level. More than 82% of this group considers our program to have a positive influence on youth and a potential deterrent to violence and other anti-social behavior. This is one of the primary reasons people continue to support this program. Market Demographics Market Demographics| | | | | | Market Segments| Everyone gets to play! | Dominant Gender| Lead Sport| Multi-Programs| Out-of-Area| Public School Students| Be part of the competition! | Male 51%| Soccer| 0. 12| 0. 05| Private School Students| Join the team! | Male 54%| Basketball| 0. 28| 0. 08| Home School Students| Grade 1-12| Female 52%| Soccer| 0. 54| 0. 14| 2. 2. 2 Market Trends The significant market trends are as follows: * Diminishing financial support at all grade levels form public schools to facilitate sports activities for students. Increasing demands from children and their families to offer sports experiences at early ages, beginning at kindergarten. * Heightened awareness of the positive correlation with involvement in sports and reduced potential for involvement in violent activities. * Increasing interest from corporations to sponsor and support these types of community activities when they receive attribution for this involvement. Market Analysis (Trends) 2. 2. 3 Market Growth The program has experienced an average annual participation growth rate of 6% for the past five years.

This is indicative of the growing needs of the market we serve. Based on school attendance projections, we expect to experience increased participation growth between 9% and 11% annually over the next three years. The most dramatic growth is expected in the soccer programs, which have an equal mix of boys and girls, with relatively static participation expected in most other sports. These trends are monitored, and to the degree possible, used to help predict future program demands. Market Analysis (C. A. G. R) 2. 3 The Company

All4Sports is a tax-exempt, not-for-profit organization dedicated to presenting sports opportunities that are an integral part of each participant’s learning experience. This is done with the belief that every child should be able to participate in the program of his or her choice regardless of race, religion, creed, gender, ability, or financial status. This spirit is fostered in an environment where everyone has a chance to play and learn, regardless of skill. All4Sports’ long-term goal is to give its participants positive life-long memories of their youth sports experience. . 3. 1 Mission All4Sports is dedicated to providing all youth with the highest quality education and team experience through sports participation. Participants are treated with respect through the opportunity to experience growth in the areas of interacting with others, teamwork, sportsmanship, fair play, and skill development. The goal is to create a positive environment that fosters improved self-confidence and self-esteem through experiences in sports activities. 2. 3. 2 Service Offering The “All4Sports experience” is designed to offer the following to each participant:. Recreation through participation in organized team sports. * The opportunity to learn and experience a variety of sports. * A means to improve athletic skills. * A means to learn teamwork, sportsmanship, and fair play. * A source of fun and enjoyment to enrich their lives. * An opportunity to enhance their health and fitness. The parents and guardians of the participants also realize benefits. They are able to offer their children a positive, well-supervised experience as they learn the skills described above that does not necessarily require their time. 2. 3. 3 Positioning

All4Sports offers a unique experience for children that want to to have an enjoyable sports experience. All youth between the ages of 5 and 18 can participate in one or more sports throughout the year. Their participation is not dependent upon their previous experience, skill level, or athletic ability. Everyone can play. The breadth, depth and overall quality of the sports experience we offer cannot be matched within our market. We work with parents and guardians to add to their child’s sports experiences. All4Sports exists to create a cherished childhood memory for each participant. . 3. 4 SWOT Summary The following outlines the most significant strengths and weaknesses internal to All4Sports, and the opportunities and threats that exist in our environment. Our objective is to leverage our strengths to take advantage of the opportunities our market presents, develop those areas that are weaknesses, and devise contingency plans to address threats if those should become a reality. 2. 3. 4. 1 Strengths The following outlines key strengths of the organization: Program Reputation – All4Sports is considered to be the premier choice for youth sports related experiences.

There is now a generation of participants that send their children to participate in the program. Donor Base – We have developed a stable and loyal donor base from both private and corporate sources. Facilities Relationships – We depend on access to athletic facilities including gyms, soccer fields, football fields, softball and baseball fields. Close relationships and reciprocal maintenance agreements with public and private schools and church facilities are an invaluable asset to the organization. The Internet – Our website, www. all4sports. om, promises to be a significant technological solution for All4Sports in the area of registration, communication, and information delivery. The website has demonstrated the ability to provide more extensive and current information at reduced costs. We can reduce the need for printed materials, voice mail communication equipment, and staff payroll time. It has also allowed us to reallocate volunteer hours to better serve our program. 2. 3. 4. 2 Weaknesses Capital Requirements – All4Sports continues to make impressive improvements in the management of financial resources.

Additional funds are needed to maintain the quality of the experiences offered and meet future program demands. The Fundraising Foundation’s strategy is to provide significant financial resources for All4Sports. The future depends on these resources in addition to revenues from participants and traditional fundraising events. Facilities – Our need for facilities is growing beyond what is now available. This is one of the most urgent challenges facing All4Sports. This essential component is threatened from several aspects.

Increasing program needs, combined with recent restrictions and fees for the use of public school facilities, is an issue. Indoor facilities are virtually at capacity for basketball and volleyball games and tournaments. They are insufficient to support flexible and convenient practice schedules. Outdoor facilities are adequate, but the increasing demands of soccer presents concerns in this area as well. New and innovative alternatives must be explored and implemented to provide additional facilities to support the demands of the program.

One alternative is to form “alliances” with public facilities to take on the management and maintenance of these facilities in exchange for scheduled use. Other potential options may include establishing relationships with private schools, churches and other institutions with available gym space. For example, successful experiences have occurred where All4Sports has taken the lead in the development and maintenance of outdoor fields on property owned by other not-for-profit organizations. Training and Education for Coaches and Officials – Individuals often have their first coaching experience with All4Sports.

This presents the need to adequately train these individuals to enable them to better understand All4Sports’ philosophy, their responsibilities, potential liability issues, and appropriate behavior with participants. A more positive experience for participants, coaches and officials with an increased awareness of responsibilities are some of the goals. The resource demands of this training effort are tremendous. Staff Challenges and Attrition – The All4Sports’ staff experiences tremendous pressure due to workloads, dealing with parents, and addressing the issues of the program.

These factors, combined with concerns regarding compensation, have resulted in undesirable turnover in important positions. 2. 3. 4. 3 Opportunities All4Sports competes for resources in a community with a high number of not-for-profit organizations per capita. Numerous organizations target personal and corporate dollars to augment other revenue sources. Based on this challenge, All4Sports must continue to demonstrate that it successfully offers a meaningful experience to participants, with short and long-term benefits, in a manner that effectively meets community needs.

The following summarizes potential opportunities: Geographic Serving Area Issues – All4Sports continues to be a precedent-setting organization that attracts attention from surrounding communities. Decisions regarding the serving area will impact financial requirements and potentially open new revenue opportunities. This growth strategy must be managed and orchestrated in a manner that will add strength to the program. Soccer Interest – Soccer is the single fastest growing sport in terms of participation.

With some participation trade-offs with boy’s football, this increasing interest in soccer is the most predominant reason for program growth and has added a more even balance to gender participation. There is an increasing demand for indoor soccer programs. Program Expansion – Program expansion also requires consideration and evaluation. This may include adding sports to the current venue or looking at offering these sports to older age groups, potentially including adult sports programs. Community Education – All4Sports must continue to tell its story to the community it serves.

This message is one that reinforces the philosophy and the purpose for its existence. A well-informed community may effectively ensure public facilities are available for use based on reasonable expectations placed on All4Sports. 2. 3. 4. 4 Threats The major challenges All4Sports currently face include the following:. Property Tax Changes – The impact of property tax modifications on the public school systems, their support of sports programs, and their willingness to provide their facilities for use by All4Sports has not been determined.

The precise ramifications of this measure may not be known for months, but all potential outcomes must be considered as plans are made for the coming year. Alternative Programs – The increasing impact from other programs, ranging from organization-sponsored to club sports, poses a threat to a segment of All4Sports’ market. These organizations target the highly skilled and committed players and coaches and are eroding the depth and breadth of All4Sports’ participant and coach resources. Legal and Liability Issues – All4Sports continues to be exposed to liability issues in many aspects of the experience it provides.

The potential concerns range from health and safety issues to various forms of verbal or physical abuse. In an increasingly litigious society, there is always potential for legal action. The “Elite/Advanced” Sports Dilemma – Providing competitive environments for athletes with higher skill levels who seek to be in an intentionally competitive arena is in question. The threat of not offering this option is that these athletes may be drawn away from All4Sports by alternative programs. Some of the most highly trained and experienced coaches can also be attracted to these other programs.

This issue challenges some of All4Sports’ most basic philosophies. 2. 4 Competition A number of other programs offer youth sports experiences. None of these programs offers the extensive range of experiences or infrastructure of All4Sports. Some programs do, however, offer specific attributes some participants and parents find attractive. This is particularly true for those who seek a higher level of competition and competitive screening of participants. 2. 4. 1 Direct Competition Direct competitors to All4Sports include: * Babe Ruth Baseball/American Legion Baseball Southern Oregon Volleyball * Rogue Valley Athletic Club Volleyball * AAU Basketball * YMCA Basketball * ASA Softball * Oregon Youth Soccer * AYSO Soccer * National Gymnastics Academy Other programs are also available through schools and other organizations. Although some variables are now in place, there are questions regarding the future of indoor soccer organizations. All4Sports possesses a commanding percentage of the total market share. This is based on the estimated number of participants compared to participation levels in other programs, both public and private.

This share percentage drops in high school due to increased competition from other organizations as well as in-school programs offered through the public school system. Growth and Share Analysis Growth and Share| | | | | Competitor| Price| Growth Rate| Market Share| All4Sports| $85| 7%| 75%| Babe Ruth Baseball| $120| 3%| 2%| So. Oregon Volleyball| $150| 5%| 3%| AAU Basketball| $90| 4%| 5%| ASA Softball| $95| 2%| 5%| Oregon Youth Soccer| $110| 22%| 4%| AYSO Soccer| $105| 22%| 5%| | | | | Average| $107. 86| 9. 29%| 14. 14%| Total| $755. 00| 65. 00%| 99. 00%| Competitive Analysis Competitive Analysis| | | | | | | | #1| #2| #3| #4| #5| #6| Competitor| Babe Ruth Baseball| So. Ore. Volleyball| AAU Basketball| ASA Softball| Or. Youth Soccer| AYSO Soccer| | | | | | | | Product and/or Service| Babe Ruth Baseball| So. Ore. Volleyball| AAU Basketball| ASA Softball| Or. Youth Soccer| AYSO Soccer| Quality| 6| 7| 6| 5| 8| 8| Selection| 3| 3| 3| 3| 3| 3| Price| 7| 2| 7| 6| 8| 7| Scheduling| 6| 3| 8| 9| 7| 6| | | | | | | | Location and Physical Appearance| Babe Ruth Baseball| So. Ore. Volleyball| AAU Basketball| ASA Softball| Or. Youth Soccer| AYSO Soccer| Facilities| 8| 4| 5| 6| 8| 4| Equipment| 4| 4| 6| 7| 5| 6|

Coaching| 8| 5| 5| 9| 4| 5| Convenience Factors| 6| 6| 7| 8| 2| 8| Other| 0| 0| 0| 0| 0| 0| | | | | | | | Added Value Factors| Babe Ruth Baseball| So. Ore. Volleyball| AAU Basketball| ASA Softball| Or. Youth Soccer| AYSO Soccer| Parent/Guardian Communication| 2| 5| 5| 8| 5| 6| Experience| 4| 7| 7| 6| 3| 8| Expertise| 5| 6| 5| 6| 3| 9| Reputation| 6| 8| 7| 9| 5| 9| Image| 6| 6| 6| 9| 6| 6| Stability| 3| 5| 5| 6| 5| 6| Strategic Alliances| 2| 2| 2| 6| 8| 5| Other| 0| 0| 0| 0| 0| 0| | | | | | | | Other Marketing Activities| Babe Ruth Baseball| So. Ore. Volleyball| AAU Basketball| ASA Softball| Or.

Youth Soccer| AYSO Soccer| Communications| 5| 5| 5| 5| 5| 5| Scholarships| 2| 8| 5| 4| 4| 6| Promotion| 2| 8| 2| 5| 4| 6| Facilitiy Relationships| 9| 5| 6| 9| 9| 5| Loyalty Components| 5| 5| 6| 8| 9| 9| Other| 0| 0| 0| 0| 0| 0| Total| 99| 104| 108| 134| 111| 127| Competitor by Growth and Share 2. 4. 2 Indirect Competition In a broad sense, All4Sports competes with all other after-school and extracurricular programs that do not involve sports. School theater programs and local arts programs compete for attendance to their programs and funding from parents and other organizations.

While All4Sports does not predict a change in popularity of sports and the percentage of students who participate in sports programs in comparison to arts programs, it is a possibility in the future that trends could favor these alternative programs. All4Sports continues to compete with these programs by offering a fun and fulfilling sports experience for everyone involved. Marketing Strategy 3. 0 Marketing Strategy All4Sports strives to be the premier provider of sports experiences for children in the areas served.

Programs are in place to simultaneously serve the needs of out-of-district participants in a manner that is positive for these participants and enhances revenue streams for All4Sports with minimal additional costs. The marketing strategy attempts to successfully communicate the unique value the program offers participants. This strategy redirects the focus from the “cost” issue to the benefits that participants and their guardians experience from involvement in the program. The marketing strategy will continue to identify the needs of the market and communicate with this audience in the most effective and positive manner possible.

Ongoing efforts continually attempt to understand how All4Sports can maintain the quality and integrity of the program within the finite financial resources of participants and the community of donors and supporters. This challenge is increasing. As costs continue to increase in a number of areas, the demands and expectations of the participants and their parents do as well. All4Sports is constantly working to improve the program through improvements and changes in its structure and implementation. Quality and efficiency are just two goals of these changes.

The growth strategy is based on continued attention to the quality of the experience in conjunction with identifying opportunities to expand the participation of the programs where possible. Recent changes in key areas, such as the facilities used for events, present ominous challenges for all aspects of the program. 3. 1 Value Proposition All4Sports does much more than simply provide access to sports for children, it provides the significant benefits that are associated with children’s involvement in sports programs. These benefits include reducing the likelihood of children becoming involved in drugs, crime and other illicit behavior.

Research indicates the economic, social and personal value of “investing” in the lives of children in a positive and constructive manner avoids the social and penal system costs that may later result. To meet this need, All4Sports offers an experience that serves as a personal “sports reference” for participants throughout their lives. These important benefits continue to validate the All4Sports concept. 3. 2 Critical Issues Our strengths are impressive. Our weaknesses are identified and have potential solutions. All4Sports could be described as in a “speculative” situation.

We are presented with numerous opportunities and also have threats that present a level of risk. However, we have a chance to experience large returns on our efforts if we can continue to capture the largest market share and are not negatively impacted by the alternative programs in our market. We are well positioned in the market. We have the ability to continue to offer the greatest value and we take advantage of our economies of scale. The critical issues include the following: * Continuing to offer programs that are perceived to be positive, enriching, and affordable compared to the alternatives in our area. Attract participants on a return basis throughout their kindergarten through their high-school years. * Be perceived by public, private, and home schooling providers as a valuable resource that complements the academic experiences they offer. 3. 3 Financial Objectives 1. Raise a minimum of $575,000 through non-participation fees from sources including donations, contributions, special events, gifts-in-kind, and grants. 2. Increase corporate donations and contributions to exceed 12% of the total revenues. 3. Accomplish our program goals within the allocated budget of $1,510,000. 3. Marketing Objectives The objective is to provide this valuable experience to as many children as possible in a positive and supportive manner. A positive, constructive and meaningful experience is the sought-after result of the All4Sports experience. This experience may assist individuals to better understand the necessary skills that life demands and empower them to realize the choices and options available to them. 1. Provide a positive experience to 27,500 youth through the current academic year and enable their parent/guardian to appreciate the value of this experience for their child. 2.

Accomplish our program goals within the allocated budget of $1,510,000. 3. Expand the program to two new schools within our serving area by August, prior to the next academic year. 3. 5 Target Market Strategy The target market for All4Sports continues to be youth between the ages of 5 and 18 who have some interest in participating in competitive sports. This may be their first organized sports experience, and All4Sports strives to make it the most positive and successful experience possible. Another area of the target market focuses on addressing the growing interest and demands for outdoor and indoor soccer. . 6 Messaging The core message of All4Sports is one of value: All4Sports teaches children and families the , sportsmanship, practice, and teamwork through sports and activities. All4Sports fine-tunes its message depending on the target market while keeping the core message intact. 3. 6. 1 Branding The All4Sports brand communicates our complete commitment to sports and to the children and families that are served by the organization. The brand embodies the values that we believe sports participation instills in children and also communicates to sponsors our communicates to supporting hose values in the community. The All4Sports brand is included on banners at all of our sporting events and on uniforms. This branding is used to remind parents and others at sporting events that the events are funded by All4Sports and that All4Sports is the predominant source for youth sports in the region. Target Market Messaging Target Market Messaging| | | Market Segments| Messaging| Public School Students| More options, more possibilities, more resources| Private School Students| Get out and play! | Home School Students| New friends, new opportunities| 3. 7 Strategy Pyramids

All4Sports focuses on achieving success in these four basic areas with the resources available to our program: * Equal opportunity to participate, regardless of skill level. * A wholesome, positive, safe, and value-oriented atmosphere in which participants learn teamwork, sportsmanship and interactive skills. * An acceptable outlet for youthful energy. * A broad variety of sports experiences to further develop self-esteem and personal confidence. STRATEGY #1 Program Expansion Tactic #1-A School expansion * Program 1-A New school campaign * Program 1-B Jacksonville campaign Tactic #1-B “All4Soccer” * Program 2-A School presentations Program 2-B Free soccer clinics * Program 2-C Participation in high school regional soccer play-offs * Program 2-D Special needs scholarship program STRATEGY #2 Fundraising Tactic #2-A Corporate donor base * Program 1-A “Taking Care of Donors” Committee * Program 1-B Corporate contact program Tactic #2-B Special Events * Program 2-A Taste of Medford to add Spring event * Program 2-B Grant application program focus Marketing Mix 4. 0 Marketing Mix While All4Sports is a non-profit organization, we must continue to devote a portion of our budget to promotion to continue to ensure broad participation in the sporting programs that we offer.

Strong participation ensures that All4Sports can create leagues in every sport so that good and varied competition can be offered. Strong participation also means that All4Sports can offer sporting programs to all skill levels across a broad spectrum of programs, ensuring that anyone who wants to participate can participate. The All4Sports marketing mix consists of a pricing strategy that fosters participation while adequately funding operations and a promotion strategy that ensures continued participation in our programs. 4. 1 Pricing

All4Sports strives to minimize costs for all participants to ensure that everyone who wants to participate in sporting programs has an opportunity to do so. 4. 2 Promotion All4Sports’ promotion strategy is a three-pronged approach of advertising, public relations and direct marketing. Because All4Sports has a limited marketing budget, All4Sports will take a more grass-routes approach and leverage PR and volunteers to assist with marketing to our target audiences. 4. 2. 1 Advertising All4Sports does not have a large advertising budget and will not be advertising in the TV or radio media.

Instead, All4Sports will focus on more highly-targeted campaigns to reach students and parents where they are most: school. All4Sports will print flyers and brochures to be left at all area schools and will also provide them to school Physical Education instructors so that the brochures can be passed on to students. In addition, All4Sports will schedule demonstrations at area schools in cooperation with PE teachers to expose students to sports that they might not have seen before, such as lacrosse. Additional brand awareness and advertising will come in the form of banners at All4Sports’ sporting events and logos on our team uniforms.

This will ensure that any parents or students watching the events will know where to go to participate. Finally, All4Sports will run limited newspaper campaigns during the sign-up periods at the beginning of each sporting season to attract new participants. Advertising Milestones Milestones| | | | | | | Advertising| Start Date| End Date| Budget| Manager| Department| Brochure Design| 1/4/2006| 1/15/2006| $200| Eric| Design| Newspaper Ad Design| 1/15/2006| 1/30/2006| $200| Eric| Design| Printing| 9/5/2006| 12/1/2006| $2,500| Eric| Design|

Newspaper Ad – Spring| 3/1/2006| 3/30/2006| $800| Cindy| Staff| Newspaper Ad – Summer| 5/1/2006| 5/30/2006| $800| Cindy| Staff| Newspaper Ad – Fall| 8/1/2006| 8/30/2006| $800| Cindy| Staff| Other| 12/1/2006| 12/1/2006| $0| N/A| N/A| Total Advertising Budget| | | $5,300| | | 4. 2. 2 Public Relations Leveraging local public relations resources is key to All4Sports’ promotion strategy. All4Sports will alert local TV networks and newspapers to championship games and all-star athletes in the programs in the hopes of generating local coverage and student profiles.

In addition, press releases will be issued announcing new programs and exceptional achievements by local athletes involved in All4Sports programs. PR Milestones Milestones| | | | | | | PR| Start Date| End Date| Budget| Manager| Department| New Programs Press Release| 3/15/2006| 1/15/2006| $80| Jan| Marketing| Winter Season Highlights Pitch| 3/1/2006| 3/30/2006| $0| Jan| Marketing| Other| 1/1/2006| 1/15/2006| $0| ABC| Department| Total PR Budget| | | $80| | | 4. 2. 3 Direct Marketing As new families move to the area, it is important that All4Sports establish contact so that parents and students are aware of the offerings available.

To reach these families, All4Sports will use a direct marketing strategy of leaving leaflets and flyers in mailboxes and recruit volunteers to call families to describe the programs offered. Direct Marketing Milestones Milestones| | | | | | Direct Marketing| Start Date| End Date| Budget| Department| New Family Contact Program| 1/1/2006| 9/30/2006| $0| Marketing| Other| 1/1/2006| 1/15/2006| $0| Department| Total Direct Marketing Budget| | | $0| | 4. 3 Web Plan The All4Sports website will be an information hub and reduce the logistics required to sign-up students for programs during each season.

While the investment to get the site up and running will be significant from a time perspective, it will pay off by reducing the number of phone calls to the All4Sports administrative office and it will reduce overall administrative costs by automating portions of the sign-up process. 4. 3. 1 Website Goals The All4Sports website has two goals: 1. To serve as an information hub for participants in the various programs. The site will be used to communicate practice times, game times and locations, and scores and other highlights from games.

In addition, site users will be able to sign up for the All4Sports email newsletter to receive weekly updates of scores, program updates and general All4Sports announcements. 2. To reduce administrative costs by automating portions of the program sign-up process. The All4Sports web site will allow students and parents to sign-up for various programs. By collecting this information electronically, All4Sports will reduce the amount of double-data-entry and facilitate the process of managing a large number of applications. 4. 3. 2 Website Marketing Strategy

All4Sports will communicate the existance of the web site in all printed material and on the automated phone system at the All4Sports office. 4. 3. 3 Development Requirements The All4Sports web site will be custom designed and developed to manage the unique needs of the organization. Some development time will be donated from a local web site design and development company in exchange for some marketing on the web site itself. Web development will be in two phases that correspond with the website goals: 1. Basic communication platform.

This phase of web development will build the informational portion of the web site that will allow for easy posting of team schedules and game results. 2. Application submission platform. This second phase will develop the database and submission process that will allow participants to join sporting programs online and allow for the program coordinators to access those applications and process them. 4. 4 Implementation Schedule The following chart and table identify the key marketing programs. Dates and budgets are specified, and the “Chairpeople” are informed of the programs. We will track plan-vs. actual results for each of these programs and evaluate them at our quarterly Board of Directors meetings. If necessary, the programs will be revised if we discover they are not accomplishing the intended goal. Milestones | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | 4. 5 Funding Plan Outside funding is critical to All4Sports’ future success.

All4Sports will focus on corporate sponsors, local fundraising with parents, and government grants. All4Sports aims to raise 30% of funding from corporate sponsors, 30% from grants, and 40% from individuals in the community. 4. 5. 1 Funding Strategy Corporate fundraising and grant writing will be handled by All4Sports staff internally. All4Sports will target corporate sponsors and offer them individual sport sponsorship that could involve anything from purchasing uniforms and equipment to cash sponsorship for more general use within the All4Sports organization.

Fundraising from individuals will be coordinated by internal stuff, but will rely heavily on volunteers to run fundraising events. Fundraising events will include standards such as bake sales and car washes. All4Sports will also directly solicit additional donations from parents in addition to basic membership fees. 4. 5. 2 Funding Process Corporate funding and grant writing meetings will occur once a month to review status, possible funding in the pipeline, and status of grant applications. Potential funding sources will be identified using the local chamber of commerce directory.

We will contact them directly to seek sponsorship and will present to them the branding opportunities as well as the benefits that All4Sports provides to the community. Follow up calls will be scheduled 1 week and again 1 month after the initial meetings. Internally, we will schedule regular fund raising events for the community. These will usually occur at the beginning of each sports season and special events will be held to raise money for individual trips and events. Funding Account Plan | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | |

Funding Pipeline | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Financials 5. 0 Financials All4Sports is committed to balancing its operating budget and operating on a solid financial foundation. These efforts are based on a mixture of fundraising, charitable gifting, tournaments, and fees. Just as revenues are tracked, internal expenses are closely monitored. The goal of All4Sports is to continue to provide a quality youth sports experience at an affordable cost.

This is a tremendous challenge, due to the size of the program, unpredictable costs in areas such as facilities, and uncertainties in participant revenues. All4Sports is intentionally emphasizing the need to reduce reliance on fee-based revenues and look toward contributions from other sources, particularly businesses, to support the program. This approach will enable the program to realize the objective of keeping fees affordable while continuing to offer a quality program for all participants. All4Sports has an independent auditor’s report conducted annually that includes financial statements and additional information.

The following information is based on the prior two Independent Auditor’s Reports. The following summarizes key facts regarding the financial status of All4Sports and its results from last year: * Revenues last year totaled $1,732,658. * A total of 65% of those revenues are from Participation Fees, Donations and Contributions, Special Events, and Gifts-in-Kind. * – Supervision Grants account for a combined 34%. * Expenses for last year were $366 over revenues. * “People-related” expenditures represent 47% of expenditures. * Non-program operations account for 9% of the total expenditures. . 1 Break-even Analysis Our break-even analysis is based on the ongoing overhead costs we incur to keep the doors of All4Sports open. Fixed costs including the building lease, payroll, utilities, and marketing costs are an estimated $10,250. This number level is due to our dependence on volunteers to run our program. Our assumptions on the average unit revenue are based on the average participant fee. The result of this analysis offers general insight regarding the number of average participants we must have involved in the program each month. Break-even Analysis . 2 Funding Forecast Monthly revenues for this calendar year will fluctuate based on the seasonality of the sports offered and the projected level of participation in each sport. The forecasted revenues range from a dramatic low of $16,535 in September as schools are getting started, to a high of $115,360 in November with the Fall Soccer, Tackle Football, and Volleyball seasons overlapping. Donor Drive – The Donor Drive effort depends on the commitment of key volunteers to raise funds through corporate and individual contributors throughout the area.

This includes leveraging the resources of corporate sponsors and initiating an Adopt-A-School Scholarship Fund Sponsors program where businesses are partnered with specific schools. Sponsors and Donors are recognized in numerous ways for the valuable role they play in the organization. A Taste of Medford – All4Sports has created a culinary tradition with the fundraising event “A Taste of Medford. ” Restaurants from throughout the area come together to offer a taste of their menu, and businesses and individuals pay admission to sample their cuisine throughout the evening.

Since its inception, this highly publicized event has become an annual highlight and a financial success for more than a decade. This is due to continued public appeal, corporate sponsorships, and experienced volunteer leadership. Value Checks – Since 1993, All4Sports T-ball, baseball, and softball participants have sold these sought-after coupon books. The relationship with and support of numerous businesses throughout the area also provide an effective promotional medium for marketing efforts. Grants – All4Sports continues to identify grants on a national and local basis that complement the goals and efforts of the program.

Grant sources have included the U. S. Department of Housing & Urban Development, Recreational Activities Valuing Education and Sports (RAVES), and the Willard Family Foundation. Work continues to expand the impact of the All4Sports Foundation. The recent adoption of by-laws further recognizes and empowers this entity. The Foundation will establish relationships with key individuals and organizations that desire to provide significant financial support to All4Sports on an ongoing basis. The long-term objective is to provide financial stability to support program quality and expansion and reduce dependence on program fees.

Costs associated with facilities are just one example of the need for these resources in addition to the other revenue sources for the program. 5. 2. 1 Funding by Participant Fees The following summarizes the projected revenue from participant fees on a monthly basis for the upcoming year. Note the variance based on sports season and overlapping sports. Funding Breakdown by Participant Fees Monthly 5. 2. 2 Funding by Fundraising Events Our fundraising events are a critical component to our revenue base, particularly in relation to the “Taste of Oregon” and “Value checks” efforts. Funding Breakdown by Fundraising Events Monthly . 2. 3 Funding by Donations Donations from private and corporate sources are one of the most stable and predictable sources of income. Our objective is to increase corporate contributions. Gifts-in-kind offset program costs, such as when sports equipment is donated, and goods are also supplied for the various auction events held. Funding Breakdown by Donations Monthly 5. 3 Expense Forecast Our expense budget is based on maximizing the return from our marketing and promotion efforts. We must closely monitor this return to determine what events are generating the most revenue based on the actual dollar investment.

Another resource we consider is the number of volunteer hours required, based on a “ceiling” of hours, that we have access to each year from our volunteer base. 5. 3. 1 Expense by Program Program expenses are contained due to volunteer hours. It is clear that All4Sports is a volunteer-driven organization. The work of volunteers is an integral part of All4Sports. For example, last year’s programs consisted of 2,045 teams with an estimated 4,230 head and assistant coaches volunteering an estimated 300,000 hours. Based on a recent study by Anderson Research, All4Sports enjoys a positive perception among the coaches involved in the rogram. The number of teams and coaches is greater for next year and the perceptions are anticipated to be as positive. All4Sports could not survive without this invaluable and committed resource. Annual recognition programs, awards, and events are designed to acknowledge the irreplaceable roles these volunteers play. Expense Breakdown by Program Monthly 5. 3. 2 Expense by Administrative Administrative expenses are based on supporting our staff, along with temporary employees that are brought on to meet seasonal demands. Expense Breakdown by Administrative Monthly 5. 3. 3 Expense by Fundraising

Fundraising expenses relate to costs incurred to identify, communicate, and receive donations from private and corporate donors. Expense Breakdown by Fundraising Monthly 5. 4 Contribution Margin Based on past performance, our fundraising efforts are realistic. We enjoyed a $20,000 surplus last year and hope to have a similar experience in the year ahead. The challenges will be to develop greater revenue streams from corporate sponsors and to become proportionately less dependent on participation fees. This is expected to offer a more stable source of revenue for the future and reduce the efforts to secure these funds.

We expect our special-event fundraising activities and individual contributions to remain relatively constant as a percent of total revenues. The involvement of the Board of Directors and the formation of the foundation committee will be critical to our success in this area. Controls 6. 0 Controls The purpose of the All4Sports marketing plan is to serve as a guide to the staff, the Board of Directors, and the volunteers to continue to improve the organization and its ability to serve the youth of Jackson County. We must take action to accomplish our goals. Failing to implement even one of the programs could be devastating to our success. . 1 Implementation All4Sports will have weekly Milestones Meetings to review current milestone status, funding status, and status of the actual programs. For All4Sports, it’s critical that there is a consistent focus on implementation in order to not only maintain strong programs, but to maintain strong relationships with funding sources. The following Funding Source Lifetime Value table shows the long-term value of our average corporate funding sources which is testament to the need for focus on implementation of both funding milestones and program quality. . 2 Keys to Success * Expand into new areas within Jackson County that desire access to All4Sports activities. * Leverage the growth offered by the increasing interest in soccer in the Fall and Spring programs. * Identify additional facilities to support future growth and offer greater flexibility in scheduling. * Continue to develop the donor base and corporate contributions that add to the financial resources of the participant fees. 6. 3 Contingency Planning

The following lists, in order of probability beginning with the highest potential for change that will impact this marketing plan, the future of All4Sports: * Major philosophy shift regarding the use of public and/or private school facilities. * The rapid growth of one of the alternative programs that significantly reduces our market share and our ability to operate one or more of our programs. * Legal action due to injury or negligence that causes severe financial damage to the organization. 6. 4 Market Research All4Sports will continue to monitor public school funding and private school ttendance to determine how to refocus promotion activities if necessary. From a funding perspective, All4Sports will monitor government grant availability and apply for new grants as they become available. 6. 5 CRM Plans In the case of All4Sports, there are two primary customers: program participants and funding sources. It is important to have a good CRM system in place to track these two groups. All4Sports will use the CRM system to track continued participation in programs and to contact students whose participation changes.

For funding sources, the CRM system will be used to track the stages of donors in the funding process and ensure that donors are contacted on a regular basis and kept up-to-date with All4Sports programs. 6. 6 Marketing Organization All4Sports fundraising is run by Doug Johnston. Doug has 15 years of fundraising experience for nonprofit groups and has written numerous successful grants. Doug has two staff assistants who help manage the fundraising process. Marketing and promotion is run by June Gibbons. June is responsible for maintaining participation in All4Sports’ programs and promoting the programs to new students and families.

As the new communications officer for Zico, the company is going to introduce a new product into the market. The product is a type of coconut water which has been successful in America. Coconut water is going to be a new product to the people of the UK. As the Olympics approach I am going to choose football as a sport to which we will promote our drinks around. Also the venue which the company will be using here is the City of Coventry Stadium. As already know football is a globally loved game and we hope for our drink to be like football.

The stadium is going to host a number of football games both women and men. The target audience here will include both children and adults. As we are all aware there are impacts on advertising which are caused by environmental issues. This could be negative or positive. Environmental issues such as social, political, economical and technological can all affect advertising. For instance advertising gives consumers information about a product and thereby making it popular among consumers.

Also advertising raises the cost of production this means this can have a negative impact on the product. Another social issue associated with advertising is deception. If any ad contains omissions or any practice that can mislead a significant number of reasonable consumers it is considered deceptive. Advertising and public relations objective An advertising plan is a sub component of the marketing plan, and is developed from the SWOT analysis based on situational/environmental analysis.

The objectives are what Coca cola want to achieve with the drink Zico. The reason for an advertising plan is to provide information for consumers on what to expect. Also it helps when it comes to managing the budget. It is good to set up objectives for you advertising because it brings about focus and coordination, good planning and decision making and also it can be used to measure the level of success enjoyed. Advertising objectives should be realistic, attainable, measureable, and specific.

Objectives are an integral part of the plan, without these we are unable to move forward, as each activity should be driven by an objective. As noted in the case study Coca-Cola is the parent company of our product zico. Our Advertising objectives include creation of demand for our new product penetrating into the market, stimulate trial among target audience, prepare ground for a new product in this case Zico, remind and reinforce, educate audience about Zico, improve loyalty, change perception and also to provide support for sales force etc.

Creative strategy From our objectives we can then draft out a plan/strategy in which we will advertise our new product. This is the decision on what the message Zico is going to carry along its name. Also the creative strategy makes you choose between “push strategy” and a “Pull Strategy”. In this case I am using the pull strategy as it appeals more to our product. A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product.

With a budget of 500,000 it is important not to waste any money on unnecessary things. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. A good example of a pull is the heavy advertising and promotion of children’s’ toys – mainly on television. Consider the recent BBC promotional campaign for its new pre-school programme – the Fimbles. Aimed at two to four-year-olds, 130 episodes of Fimbles have been made and are featured everyday on digital children’s channel CBeebies and BBC2.

In addition there are different types of appeals which we will develop to ensure a successful launch of zico coconut water. This will make our product more acceptable by our target audience. Advertising techniques which will be used to promote Zico coconut water includes straight sale, demonstration, comparison, slice of life, animation, imagery, combinations etc. The essence of a media plan is to conceive, analyse, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.

The first step in media planning is the selection which is concerned with the choice of media vehicles to carry the message. In this case the choice of media vehicles includes TVs, radio, cinema, press (papers and magazines), online (websites and social media). The accurate use of these vehicles will result in achieving overall marketing objective and also transmit messages accurately. But there are factors that can affect advertising and these include scope, sales potential, budget consideration, media availability, buyer purchase pattern etc.

Strategy Marketing Plan As Seen On Screen (ASOS) Table of Contents Executive Summary………………………………………………………………………. 3 Case Study………………………………………………………………………………………5 Statement of the Problem………………………………………………………………5 Product Strategy……………………………………………………………………………. 6 Communicating their Identity………………………………………………………. Competitor Analysis………………………………………………………………………7 Positioning Strategy………………………………………………………………………7 ASOS customer population by age groups……………………………8 ASOS customer population by gender………………………………… 8 Offer Strategy……………………………………………………………………… 8 Conceived Identity……………………………………………………………………… 9 Ideal Identity……………………………………………………………………………… 10 Public Relations……………………………………………………………………………11 Timing Strategy………………………………………………………………………… 11 Desired Identity

Expanding New Values for customers worldwide……………… 12 Customer Care and service…………………………………………………………12 Misaligned Identities: actual and desired………………………………… 12 SWOT Analysis Strengths………………………………………………………………………13 Weaknesses…………………………………………………………………. 13 Opportunities……………………………………………………………… 14 Threats…………………………………………………………………………14 Recommendations……………………………………………………………………14 Executive Summary ASOS is one of the most recognized online clothing store in the United Kingdom. It offers products that people often see worn by celebrities.

As such, many people are encouraged to try out their items. In addition, the prices of their products are relatively lower compared to high street fashion. Because of these along with other factors, ASOS was able to grow. With the growth of ASOS over the years, it is important to ensure that it can be sustained. The fact that online shoppers and traditional shoppers differ in terms of concerns and behavior, it is critical for ASOS to study the purchasing behavior of their market segment to determine the kind of strategy that they need to ensure success now and in the future.

This research focuses on the various aspects of online retailing in the hopes of investigating the purchasing behavior of ASOS customers and formulating recommendations on how to keep the profit margin of the company on increasing side. For the past 50 years, the retail industry has been under numerous changes. For example, the 1950’s saw downtowns as the center of retailing. People would often go downtown to avail the various products and services. These products and services included clothing, food, hardware supplies and banking services.

A decade later, a group of retailers started offering their products and services in large departmental stores. The idea is to provide convenience to the shoppers. By creating a place were various retailers can offer their products and services, shoppers will no longer have to make several trips to different locations in order to purchase the things that they need. This means that retailers hoped to create a one-stop shop for their customers. As a result, big names such as Wal-Mart and K-Mart made big names in the retail industry.

On the other hand, downtown or small scale and specialized retail outlets experienced a decline in the 1970s and 1980s. From the later part of 1980s to the early years of 1990s, a new kind of retailing came in being. Home TV shopping networks as well as warehouse clubs became very popular among consumers. If one-stop department stores aimed to provide convenience to their customers, home shopping networks brought the idea of convenience to a completely new level. Instead of encouraging customers to drive to their stores, retails brought the stores inside homes and purchasing the desired products is as easy as calling a toll free number.

On the other hand, warehouse clubs offered customers the opportunity to buy products in bulk and at discounted prices. Costco and Sam’s Club are some of the warehouse clubs that earned success. The changes within the retail industry continued well into the late part of the 1990s. Along with the success of internet, retailers were quick to recognize the importance of surfing the web, also use of other internet applications was fast becoming incorporated in the lives of many people around world. For this reason existing retail shops and new genres of entrepreneurs have grown up and have decided to bring their stores online.

The move to utilize the internet was a good decision in terms of marketing. Cable television took 25 years to reach approximately 10 million people, while computers took 7 years to do the same. However, the internet was able to manage that feat in just six months. This means that retail store will have more chances of exposure if they have their own website. Since the utilization of the internet for retailing purposes, many companies have been able to experience the benefits of bringing their businesses online. With this, a need was created to formulate strategies that focus on maximizing the potentials of internet.

Nowadays, ecommerce, ebanking and other forms of ebusinesses are becoming a popular choice among the consumers and as such, it is also becoming a popular form of business for companies. Increase in sales are usually expected by companies when they launch an online store on host websites that offers their products and services. In the retailing industry, etailing is also fast becoming the choice of companies. One of the companies that concentrate in advancing their etailing endeavor is As Seen On Screen 0r ASOS.

They offer clothing and other fashion related items that are similar to designer fashion worn by celebrities but at a lower price. They have a website where they post the products that they currently have. In addition, they show actual photos of celebrities wearing a similar item of clothing that are being sold on their site. Case Study Despite the degree of success that ASOS was able to achieve over the years of their operation, there are still problems that they need to resolve in order to ensure the survival of their business.

This is the rationale behind this paper. This paper will be presenting the conditions that ASOS are operating in as well as the various aspects that they need to focus on in order to maintain  steady or increasing flow of profit. Statement of the Problem : The problem of ASOS is generally related to the problem faced by most online retailers: the online consumer buying behavior. Attracting consumers with the limited resources available on the internet is a big challenge to online retailers like ASOS.

Knowing the online consumer behaviors will let the retailers and managers of these companies formulate and develop effective strategies that will help increase the popularity and sales of clothing online. According to a study of users who have bought products online, there are five main reasons why people shop through the Internet. These are convenience and ease of use; greater selection; better prices; easier comparison-shopping; and no sales pressure. On the other hand, there are also reasons why people are not attracted to making purchases online especially when it comes to clothing.

The top four most frequently identified reasons why consumers are not purchasing online are ability to judge quality, security, privacy, and easier to purchase locally. Product Strategy The product line of ASOS is very well defined. The company knows exactly what they want to show in their website. As the former name of the company suggests, the product line of ASOS is composed of clothing articles as well as other fashion related items that have been seen on celebrity fashion icons or trendsetters. The company’s decision to extend their product line to include beauty products have paid dividends to the company.

Since the products of the company focuses on products that must be appealing to the eye of the customers in order to be bought, visual merchandising is important in conveying the aesthetics of the products that they are being offered. Customers need to see that the clothing items that are being offered in the website were indeed “as seen on screen”. Like the conventional retail clothing outlets, ASOS does have a window to display their products. The pages of their website serve as the windows where their customers can see the products. Communicating their Identity.

Being both in the fashion and retail industry, ASOS needs to be able to meet the requirements of both industries in order to succeed. In relation to the fashion industry, ASOS must ensure that the items they are offering are according to the season and also in sync to the latest styles. Another objective of ASOS is to provide a pleasant online shopping experience to their customer. It is important to associate shopping with being online. It is a fact that being physically involved in shopping brings about a different experience compared to shopping online.

Competitor Analysis Competition is important since it affects the success of a business venture. Competition is about the company’s capability in positioning itself in the market so that they could stand out among the rest in the perception of the consumers. In the case of ASOS, they do not have any direct competitors when it comes to clothing associated with celebrities. However,it compete with  other clothing retailing stores such as Topshop. com and Figleaves. com. Positioning Strategy The target market segment of ASOS is as defined as their product line.

They target people who are eighteen to thirty years of age and who are internet savvy. Based on the questionnaires prepared and used for this research, the biggest bulk of ASOS customers are eighteen to twenty-two years. This age group represents fifty-five percent of the total ASOS customers. It is followed by people who belong in the age brackets twenty-four to twenty-nine and thirty to thirty-five which are twenty percent of the ASOS customer population each. Lastly, people who are thirty-six to forty-two years old complete the population representation five percent of the total. ASOS customer population by age groups

The result of the survey concluded that ASOS targeted the right age group for the products. This is the case since the survey revealed that eighteen to thirty year old customers are more open to buying the products that ASOS offers. Another reason for the bulk customers on the said age bracket can be attributed to the fact that people within this age group are more apt at using computers as well as navigating the internet. In addition, they are also the ones who are part of the corporate world where everything is fast-paced that they do not have the time to go down town and shop for the clothes and other fashion items.

ASOS customer population by gender In relation to gender, eighty percent of ASOS shoppers are women, while only twenty percent are male. This may be the case since most of the items that are being offered online are for women. In addition, the marketing activity of ASOS focuses on disseminating information to more women than men. 500,000 emails are sent to females twice a week compared to 100,000 emails sent to males only once a week. Offer Strategy The success of ASOS is being owed to their ability to offer trendy clothes at significantly lower prices. However, there are still other actors that needs to be considered when discussing the success of ASOS as an online retail clothing store. Aside from the price of the products, the seasonability of the products being offered is also crucial. It is a fact that the fashion industry is always on its toes when it comes to innovation. Various collections come out on a regular basis depending on the season. There are winter and summer collections as well as spring and fall collections. Conceived Identity Corporate identity is a valuable management resource because it affects every aspect of corporate life.

A company’s image, reputation and management perception, the three components of corporate identity. Establishing a clear identity has become a difficult task due to the trend towards cross-border mergers, the growing importance of environmental concerns and the increasing similarities between products and services. In the current situation of ASOS, it affects it corporate reputation in the US. However, there are some strategies which can be done to build up the ASOS reputation and credibility. The brand of the company is important part of company.

Marketing communication vehicles such as advertising, direct mail, public relations, trade shows, seminars, and collateral material play an important role in communicating brand. Thinking of these activities as brand conveyors is important to understand their role. Consistent with its objective to build up their reputation and credibility towards the customers, ASOS would develop a solid message platform that clearly and consistently communicates their product features and benefits in a way that incorporates its brand principle, personality, and associations.

Secondly, ASOS would communicate with its customers by using third parties to send its messages and in order to establish credibility with all target audiences. Third parties include analysts, media, award givers, happy customers, and online newsgroups/list serves. Public Relations By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most favorable light. The earliest form of public relations and still the most widely practiced is publicity. The principal instrument of publicity is the press release, which provides the mass media with the write up material and news stories.

The growth of modern public relations is generally attributed to the development of the mass media, which accelerated the spread of ideas and increased the importance of public opinion by giving more people access to current events. Timing Strategy The sales of ASOS increases significantly during the holiday season. This is the case because orders for products that will serve as gifts were in demand. In addition, a series of events take place during the holidays. Family reunions and countless parties are set to happen during this time of the year.

This means that people will always be on the look out for clothes that they will be able to use during these events. However, it is also expected that during the holiday season discounts are in abundance. This means that consumers are also on the lookout for bargain deals. In the case of ASOS, they are able to meet the needs of their customers for ideal apparel at reasonable prices. As such, during the holiday season ASOS must be able to get the word going that they will be able to provide quality yet affordable apparels for the people. Desired Identity Expanding New Values for customers worldwide

The ultimate goal of ASOS’s sales activities worldwide is to satisfy their customers so that they will continue to come back for more ASOS quality products. That’s why they put full effort into their services, responding to changing values and increasingly sophisticated needs. They’re always working to improve the quality of customer relations providing friendly and attentive sales, responsive service support, thorough maintenance and repairs so customer satisfaction constantly grows. ASOS also continues to develop sales and service systems best suited to community eeds. Customer Care and Service Total Quality Management is incorporated into all the functions and processes of the organization. With this, it can be stated that customer relationship management programs are included in total quality management. The need to develop an effective total quality management is important due to various reasons. It is also the case that total quality management views customer satisfaction in relation to customer retention and increase in the profits. These above points are considered by ASOS when they designed their website.

They wanted to give their customers the kind of shopping experience that would lead them back to the website and make more purchases. Misaligned Identities: actual and desired Mismatched in actual and desired identity could be sited from the following example : ASOS is one of the leading retailers existing in the corporate world today. One of its leading features is etailing. Due to the far reaching grasps of the internet, etailing has flourished. However, ASOS has intended to further it influence in the retailing industry of the Far East by building a branch in one of Asia’s key and remote cities.

But the fact remains that ASOS is primarily an etailing (relies much on the internet) corporation, and that many of the countries in the Far East do not have advanced computer and internet services as the rest of the world. ASOS presented a key solution to this problem, they would build a material retailing branch. But this would thoroughly conflict with their actual identity, which is etailing. SWOT Analysis Strengths The strength of ASOS is its utilization of the Internet. Through the Internet, it has formed a definite market segment that is composed of mainly Internet users.

A firm that limits its attention to fewer market segments can better serve those segments than those firms that influence the entire market. Moreover, its core focus, which is apparel, as worn by celebrities at affordable price gives them a marketing edge for it to attracts customers right away. It also gives huge discounts and has broad category coverage. Weaknesses Online retailing in general is getting bad publicity nowadays such as poor delivery performance. Another weakness is that ASOS cannot guarantee specific product or brand presence.

Internet selling is unlikely to be successful, as consumers like to try on clothes and see the quality of fabric and workmanship. One issue that ASOS needs to resolve immediately, is that since its launch until this day, they only offer clothing items up to size 12. This means ASOS is excluding a segment of the market that can offer them additional profit. This may also cause some customers to get turned off since this suggests that ASOS thinks only people upto size 12 bodies have the right to wear celebrity inspired apparel.

Opportunities Ecommerce channels now represent 11% of the total UK retail business, and record numbers of products are being procured via the internet. People are attracted by low prices and convenience. In addition, they have integrated their everyday activities to technology and the Internet, including shopping. As the number of working women, who are ASOS core customers, continues to increase, they will not only need more clothes for work but are also more likely to be financially independent to purchase clothes.

Threats Online clothing chains from overseas are successfully invading UK and at the same time, branded apparel such as Diesel, Guess and Zara are still popular among the market. Other purely online fashion etailers such as Yoox. co. uk, Brandalley. co. uk are also their main threats. Downturn in the economy could also cause buyers to cut back on overall spending. Recommendations Improvements for ASOS. com The ASOS website could be improved through a variety of ways that would benefit both the company and the consumer.

For example if video and audio clips were added to some pages, this could increase the interest level for the browsing customer, which could result in increased sales figures. Customer services could be improved through the addition of a live chat service on the website, providing the opportunity for customers to interact with retail staff directly about any questions or concerns they may have about their shopping experience. ASOS can actually provide this kind of service if they outsource it to call centers in Asia for example. It will be cheaper to outsource it than to create an in-house call center.

Other issues that would need to be addressed within the ASOS. com website include increased contact with staff, faster processing of refunds and returns and an increase in transparency which could be achieved through more comprehensive information on the company itself. Based on the survey conducted for this research, ASOS customers consider the style, price and quality respectively before buying at ASOS . This means that ASOS must be able to meet these demands of their customers if they want to ensure continued patronage from them.

In this report, as a marketing advisor to VGA, I will discuss about the following topics: Developing a marketing communications plan for VGA; How can VGA become truly customer focused; The importance of minimizing cognitive dissonance in the minds of target customers;

SWOT analyticities

1 – Marketing communications Plan. Illumination many years, space activities have been considered to be developed and managed by the government for the purpose of research or military only.

Nowadays, space traveling has been commercialese to fulfill the dreams of human to see the Earth from space. Virgin Galactic (VGA) is one of the few pioneers available in the market. As this is a totally new market, and VGA is also a new business of the Virgin Group, it is crucial to develop a complete marketing communications plan so that customers can get to know VGA and its services better. Market segmentation should be done before the communications plan to identify the target customers.

L. Marketing communications plan. Market segmentation (target audience)let is obvious that target customers of space tourism are high income individuals. VGA is now the only company offering the most competitive price ($200,000/passenger/time). However, it is still very expensive for the general public. Therefore, space tourism can be considered a niche market because it Just targets a small segment of the market but very profitable.

The target customers of space tourism should have a certain level of high income as he minimum charge for one passenger is IIS$200,OHO. Therefore, target customers should have a minimum annual household income of IIS$250,OHO or a minimum of IIS$I million net worth. According to the Space Tourism Market Study & Survey by Futon Corporation in October 2002 (Appendix 1), the age of potential customers are from 30 to 65+ years old because they are more likely to afford the high costs of the trips and interested in “once in a lifetime” experience.

VGA should also target space magazines readers, or those who are into risky activities such as skydiving, mountain climbing, sailing… Cause they are into space and willing to take risks. Potential customers are those from developed countries with Virgin Galactic Space Tourism Marketing Plan By endings Executive Summarizing Galactic (VGA), which is a part of the Virgin Group, is a leading company and pioneer in Suborbital Travel Industry. By offering the lowest n g GAP such as U Japan…

These people nave annual vacations and are willing to spend more money for their holidays. Therefore they are more likely to be interested in space tourism.

B. Objectives. Objectives of this marketing communications plan are to deliver the sage to the target customers:

The general public acknowledge Bag’s existence; customers have more information about VGA and its business; Attract potential customers to visit our website and our showroom; organize trade fairs, events for Public Relations; persuade customers to buy the service.

C. Message strategy and selling pointiest message focuses on VGA is currently the pioneer in counterclaiming space tourism with the lowest price on the market. The following selling points should also be and experienced in aviation industry;

Pioneering space traveling company;

Successful Spaceship One munch;

Lowest price in space tourism industry;

Environment- friendly.

Communication channels and media

Advertising;

Advertise on magazines: As VGA does not sell commodity products but only targets a niche market, advertising on newspapers or TV can be unnecessary. Read about disadvantages of Space tourism

In order to target the potential customers (as mentioned under market segmentation), advertising on magazines such as space magazines to reach those who are interested in space and space tourism, or Time, Newsweek to reach wealthy businesspeople.; TV programmed: Being seen on television is the best way for people to get to know bout VGA and what the company is doing. We can work with famous television channels such as National Geography, Discovery Channel or BBC to produce some programmed about VGA activities, successful Spaceship One launch, how safe the operation is, etc…

It will surely have a great impact on customers’ minds.; Billboards is also another way to draw people’s attention, but it might not be be as effective because the message might not reach the target customers.; On the interpreter are many websites dedicated to space topics such as space.Com, spacecrafts.Com, etc. Which have a lot of readers and members. Advertising on these websites can link potential customers to our homepage. Ii)Public relations and events; Famous “flyer”let is the best way to draw attention if we have famous people, for example Hollywood celebrities, to participate in our flights.

Hollywood is a very potential market for VGA because the people are rich and willing to experience space traveling. ;Trade shows and exhibitioner’s aviation trade shows and exhibitions are the opportunities for VGA is reach its customers. It is a chance to show our work to the public and we can arrange seminar to give customers more information. Test flightiness’s One is a success of VGA to gain the public confidence. We are developing and going to launch Spaceship Two. We should look tort volunteers or famous scientists, Nobel prize winners, etc. To participate in our test flights.

Ii) Personal selling the case VGA when our product costs IIS$200, OHO which is very expensive for the general public, personal selling seems to be the most effective way to communicate directly with customers. Personal selling helps to easily gain customers’ confidence, we can build strong relationships with them and achieve customer satisfaction. VGA is based in the UK and California, USA when potential customers can be from around the world from USA to France in Europe or Japan in Asia. Therefore, we should have agents in each location, at least one in North America, Europe and Asia.

Middle East in recent years has become a very potential market for high quality goods and services, we should have an agent there too. Russia which has a high number of billionaires is also very potential therefore cannot be neglected. These agents can cooperate with insurance companies to gain customer confidence. Insurance is surely an important issue which our potential customers are mostly unconcerned about. Therefore a clear and sufficient insurance policy must be developed. These agents should be reachable around clock and available at all times based on customer demands.

V) Direct marketing only form of direct marketing that can be applied in case of VGA is direct mail or newsletters. We can get the database from partners or space websites of those who are interested in space tourism and send them the brochures. We should also have newsletters sent to subscribers on our website.

V) Sales promotional for sales promotion, discounts or any other ways to lower the price are irrelevant and can be ineffective. However, we might consider offering free flights to world achievers such as Nobel Prize winners to leverage our brand name, souvenirs for visitors and flyers, etc. . Establishing the budget budget will be spent according to the priority of the sales methods;  personal selling (35%): more budget should be allocated to personal selling because this will be Bag’s main channels. The budget will include opening representative offices in different countries, salaries for agents, commissions for agents, and their allowances.; Public relations (25%): includes organizing trade fairs, events, seminars, etc. Advertising (20%): includes advertising on magazines, coordinating with National Geography, Discovery Channel and BBC, advertising on websites, etc. The rest of the budget (20%): will go to sales promotion, direct marketing and other miscellaneous activities.

T. Lamentation and controller marketing communications plan needs proper implementation and control to be efficient and effective. It helps VGA to maintain a strong message consistency and have greater sales impact. Our agents need special training in communication and negotiation skills. To measure the communication exults, VGA can carry out surveys to learn about customer attitudes towards our advertising campaign and we can make changes in case the result is not satisfactory.

Ill. Conclusiveness a new business in a new market is difficult but also an advantage at the same time. It is difficult to deliver the information to customers because they are not familiar with the product, in this case it is space tourism and it is even “far” from reality. Then, it is difficult to convince customers due to high costs, safety, reliability, etc. That is why a proper and effective marketing communications plan is racial to VGA success in getting potential customers. Only then we can have our advantage which is being the innovator and market leader in the future. Section 2 – How To Be Customhouses? . Illumination this section, we will discuss about how Virgin Galactic (VGA) can make their business truly customer focused. However, before that we should know the meaning of market oriented company because customer focus is one of the functions of market orientation. Al. Market oriented company market oriented company or market driven company is one that focuses on customer needs, organizing its activities, products and services according to customers’ requirements. Such companies always try to get closer to customers so that they can understand customers’ needs and problems.

To be a market oriented company, VGA should follow the tools of market orientation (The Times 100 1-J, Market and product orientation):Tools of market orientation include:;Market research: or marketing research is a form of business research that studies the buying habits of customers.

Market research methods include:

– Qualitative research: is used for exploratory purposes through focus groups, in-depth interviews and projective techniques. For example, VGA can carry out the research by focus groups or in-depth interviews to learn how customers respond or how much they are interested in space tourism if price is lower.

Quantitative research: uses sampling techniques to get the results through surveys and questionnaires. Unlike qualitative research, quantitative research can be done on a bigger amount of customers.

Market testing: is a phase when a new product and its marketing plan are tested together.

For example, launching Spaceship One’s purpose was for market testing to see how the response from the public was. If the feedback is good and prospective, e will continue the development. That is why Spaceship Two was developed after its predecessor’s success. Customer touch: means the company touches on customer needs, makes changes according to customer requirements to achieve customer satisfaction, customer loyalty and customer retention. As to how to be customer focused, it will be discussed in more details in the next part. Ill. How to be customer focused.

What are our target customers? (Market segmentation)

First VGA should make sure that they focus on the right group of customers. Because it will be a niche market for VGA, a proper market segmentation analysis should be carried out.

As mention in Section 1, Bag’s target customers are those who have a life long dream of traveling into space and those who want to be the first to do something. However, the most important criteria is they have the ability to pay for the luxurious trips.

B. Customer focus strategies; Focus on customer needs: it is obvious that VGA is offering space traveling services and customers who are interested in the service want the same thing. However, it is also important that VGA listens to and understands the needs of customers besides the basic service. Examples can be support during deiced check, training, psychological preparation, etc. Provide customers with sufficient information: VGA should make sure they provide customers with sufficient information both before and aftertaste related to space traveling matters and customers can get help and support from us whenever they want. ;

Well-trained salespeople and agents: these people are those who interact with customers directly and represent the image of the company. It also involves the leadership which should also be customer focused. ;Delivering superior customer value: companies focus on what customers value the cost and try to meet and exceed it.

For example, Wall-Mart with its slogan: “always the low price” or Dell Computers with its ability to provide customers with maximum customization on cost-effective personal computers. As for VGA, we are offering space traveling which is a revolutionary service with a much lower price than other competitors so that more people can achieve their dreams of seeing the Earth from space. Exceeding customer satisfaction can be achieved by professional salespeople, professional aftertaste support, personalizing relationships, staying in touch… Different customers have different needs: an added service can be a value for certain customers but not for others. VGA should focus on helping customers find the added value. Besides, sales presentation should also be customized to the customer we are dealing with. ;Tightening the connections: when our relationships with customers become strong, we can move on to tightening the connections between customers and the company. For example, many airlines have frequent flyer programs or Nikkei enrolled their customers in its Monika Club where people have the same interests can interact and exchange intimation.

VGA can do the same by organizing a club, e. G. A space club, where members who are interested in space and space traveling can have a forum to get help and exchange information. We can actually get more customers through the forum by referrals. ;Take into account the cultural and religious needs of customers: VGA will be dealing with customers from all over the world, be it from USA, England to Japan or Middle East, every customer from each country has their own cultural and religious needs which VGA should try to fulfill.

When it comes to cultures and religions, it can become insensitive issues. People from different cultures have different styles of doing business. VGA; Customer relationship management (CRM): CRM can be considered one of the most important parts in customer focus strategies. To be truly customer focused, VGA should apply CRM into their business.

-What is CRM? CRM is a method used to learn more about customer needs and their behaviors so that the company can develop stronger relationships with them.

-CRM System: is a database that contains all the information about customers. Why is CRM important? Following are a few advantages of having a CRM system:lot alps to increase customer loyalty and retention increases the company’s revenue and profits helps to serve the customers better and increases our competitive advantageous helps to easily build and maintain relationships with customers, keep track of their current and future needs. Nowadays, CRM is the ultimate solution for a better customer service. By applying CRM into business, VGA can achieve customer satisfaction and serve them better. There are a few other things that VGA can do to be customer focused, such as:

-Deal with customers with courteousness

-Achieve service standards-Control and maintain revive standards-welcome customer feedback-Handle complaints from customers effectively

-Give customers more choicely. Conclusion today’s business world, being product oriented is not enough.

Customer relationships have become the core of every business’ success. Without customers, there is no business. It is even more important for VGA to be customer focused as it is targeting a niche market where customer requirements are higher.

Being truly customer focused helps VGA maintain its competitive advantage and stay in the market longer. Section 3 – Misrecognition’s Dissonances. Illumination the first section, we have already developed a marketing communications plan for VGA. During the process of implementing marketing communications plan, cognitive dissonance might occur and influence the company’s image, customer expectation and satisfaction. This section will discuss about cognitive dissonance and how important it is to minimize cognitive dissonance in the minds of target customers.

I Cognitive dissonance. Want is cognitive dissonance? Cognitive dissonance is a psychological term that refers to an uncomfortable feeling or emotion caused by having two conflicting ideas at the same time. When cognitive dissonance occurs, it is unman nature to reduce the dissonance by changing one’s existent belief or rejecting one of the conflicting ideas. In marketing communications scenario, to avoid dissonance, new information must be in harmony with customer’s existing knowledge. Cognitive dissonance can occur both in pre-purchase and post-purchase stages.

For example, in the pre-purchase stage, a man knows exactly that air transportation is the safest compared to any other ways of transportation. Even his family and friends have had experience flying with no problems, he might still refuse to fly because he thinks it is dangerous. We can see the two conflicting ideas here between flying is safe but still refuse to fly. This person might eliminate the dissonance by choosing to travel by car instead. In post-purchase stage, cognitive dissonance occurs when a person’s experience does not match with his expectation.

When a person buys an Littleton device, he would expect it to function properly. When it does not, that person suffers cognitive dissonance. To reduce dissonance, he might want a refund. Poor aftertaste customer service might also lead to cognitive dissonance. B. The impact of cognitive dissonance is very important to minimize cognitive assonance in the minds of target customers, especially in the case of VGA because space tourism is absolutely new to the general public, customers have few information regarding space tourism and the price is very expensive.

Following are some reasons why minimizing cognitive dissonance is important:pre-purchase stage

Space traveling is not safe! There are still a lot of people who think aircraft are not safe, let alone spacecraft. Moreover, the Challenger tragedy in 1980 when seven American astronauts died because of an explosion Just shortly after launch still has a read impact in people’s minds. Customers suffer cognitive dissonance when they are interested in space tourism but they face fears when thinking about the tragedy.

There will be a resistance in the minds of customers against the idea of space traveling. To get the target customers, we must minimize this kind of cognitive dissonance.; Why VGA is cheaper than its competitors? People tend to think that cheaper cannot be better even though they always want things to be cheaper. Customers will like the idea that VGA is now offering space tourism with lower price but at the same time they bout the quality of the service.

Minimizing this dissonance can help us clear the doubts of customers and achieve our goals of getting the target customers. Customer high spectrophotometers tend to have certain expectations when they buy a product or a service and the more expensive it is, the higher expectation they have. For example, customers know that Mercedes Benz is much more expensive than Toyota, so they will think Mercedes Ben’s showrooms must be bigger, better and salespeople must be more professional. If Mercedes Benz fail to show that their showroom is much otter than Toast’s, cognitive dissonance might occur and lead to customer dissatisfaction.

In case of VGA, $200,000 is not a small amount of money. Customers will surely have certain expectations and sometimes unreal and unreasonable expectations. VGA must try to minimize this kind of cognitive dissonance otherwise it will become long term negative impression. Post-purchase gatepost-purchase stage mainly involves aftertaste service. If the customers think that the service VGA provides is not worth $200,000 and lower than expectation, they will complain and through word of mouth, it might affect the Meany’s image.

Besides, it might be possible that after buying the service, customers might realize and regret their decisions when it comes to training, medical checking or fear. It is very important that VGA should try to minimize the cognitive dissonance as much as possible. C. How to minimize cognitive decontamination’s cognitive dissonance in the minds of customers is possible if we know the causes of the dissonance. According to Festering (Festering, L. , 1957), there are three ways to eliminate cognitive dissonance:- Reduce the importance of the dissonant beliefs.

Add more consonant beliefs that outweigh the dissonant beliefs. -Change the dissonant beliefs so that they are no longer inconsistent. By applying the theory, VGA can minimize cognitive dissonance a good company’s image:As VGA provides premium services targeting rich customers, the company should be up to customer expectation. To build a good company’s image, we should have:-professional employees and agents-Attractive and professional offices and showrooms-Attractive website including images and videos of our business, test flights, Spaceship One… Attractive and useful printed materials with detailed information regarding space tourism;personal slaughtering personal selling and one-on-one meeting and negotiation, our agents will be able to give customers more information and be of help whenever possible. This is one of the effective ways to reduce cognitive dissonance.

For example, Just like other insurance companies where they have lots of agents, through personal selling, customers are able to get information, their questions can be answered and especially they get good aftertaste support, it is one of the ways to get reassurance which helps to reduce cognitive dissonance. Positive testimonial’s companies have been doing testimonials to minimize customers’ cognitive dissonance. For example, Proper and Gamble has been showing satisfied customer testimonials about Pentane on TV advertisement. When customers watch this, they see other customers’ real experience and it will gradually build up the trust about the product in their minds. VGA can seek some endorsement from famous scientists or engineers saying that all Bag’s operations and technical matters are tested carefully and space tourism is very safe.

Besides, we can get testimonials trot people who Join tiling tests, etc. Exceed customer expectation can exceed customer expectation by improving the quality of service and should make sure that customers do not build up their expectations so far in the first place. We should also make sure that customers find our offering better than what they get from competitors. ;Effective marketing communications plan should be careful in their marketing communications and avoid sensitive issues.

For example, to compete with Nikkei, Rebook broadcast a commercial showing two persons doing bungee Jumping, the person wearing Nikkei died (by showing only a pair of Nikkei left) and the one wearing Rebook is still alive because he is wearing Rebooks Pumps (The New York Times, 1990). Rebook had to remove the ads because of complaints from customers and it created negative impressions on the brand. Therefore VGA should avoid sensitive issues in their marketing communications such as the Challenger tragedy.

We can talk about that issue and explain that space tourism is still very safe in such a way that customers will not give negative feedback. Ill. Conclusiveness’s dissonance being formed in the minds of customers is inevitable. Customers will try to reduce the dissonance themselves by choosing one f the conflicting ideas. Bag’s Job is to make sure the choices that customers make are favorable to the company. We can do it and minimize cognitive dissonance by well- trained and professional personal selling, maintaining good company self-image and exceeding customer expectation.

Lox plans to cater to all these customers. Beauty begins with Lox. “The strategy that is used by lever brother for their lox sunscreen is on specific “product Benefits strategy” as the lox sunscreen promotes “Sun Protection” benefit as well as “beauty” . Lox sunscreen revolves around the slogan that is:Lox Sunscreen is not considered as a new product. It is a re launch of the existing product Lox. This feature of the soap makes it different from the existing Lox soaps. Lox Sunscreen is being termed as a “Re launch of Lox Beauty Soap with a variant” by Lever brothers.

Lox already has a strong position in the soap market. Lull’s sunscreen target market s upper and upper-middle class For sunscreen Lox is using skimming pricing strategy. Lox sunscreen was the re launch of a variant, hence it should be publicized differently than all other Lox beauty soaps Introduction to Lever Brothers Pakistan Limited Milliner Group of Companies Lever Brothers is the largest consumer Products Company in Pakistan; it belongs to Milliner group of companies, which makes up one of the largest transnational in the world.

Lever Brothers Pakistan Ltd. Was incorporated in Pakistan in 1948. The company markets almost 50 well known household brands, like Lipton, Surf, Vim, Supreme, LifeBuoy, Lox etc. Which record approximately RSI. 20 billion in sales? History Founded in 1897, Lever Brothers Pakistan Limited has provided superior products for millions of people throughout the world. Generations after generation of satisfied customers have continued to maintain Lever Brothers Pakistan Limiter’s reputation as an innovative manufacturer and marketer of family and health care products.

Today it is a multimillion-dollar company whose products are distributed in 140 countries worldwide. 110 years ago there was a person known as Lever who was a retarded person, people t the time manufactured soap and sell the soap on the streets, the color which they produced in was red. But lever came up with an idea to produce soap in yellow color. This soap was named “Sunlight”. As U. K. Has a rainy and the name sunlight was unique concept for them so Lever increased his production of soap and became household name throughout Europe.

Nun margarine was a company in Netherlands who saw the increase demand for Lever’s Soap in Europe so they merged with Lever. The new company which was formed was called “MILLINER”. There are two head offices, one in Netherlands and the other in U. K. The world has been divided into regions by “Milliner” company. The regions are LAKE region, CAME region, Europe region, Central America region and the U. S. Region. Pakistan comes under Central Asia and Middle East (CAME) region.

Vision Our purpose in Milliner is to meet the everyday needs of people everywhere – to anticipate the aspirations of our consumers and customers and to respond creatively and competitively with branded products and services, which raise the quality of life. Our deep roots in local cultures and markets around the world are our unparalleled inheritance and the foundation for our future growth. We will bring our wealth of knowledge and international expertise to the services of local consumers – a truly multi-local multinational.

Our long-term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively and to a willingness to embrace new ideas and learn continuously. We believe that to succeed requires the highest standards tot corporate behavior towards our employees, consumers and their societies and world in which we live. This is Milliner’s road to sustainable, profitable growth for our business and long- ERM value creation for our shareholders and employees. PRODUCT PROFILE Lever Brothers Pakistan Limited manufactures and markets beverages, food and detergents and personal products.

The beverages division manufactures and distributes tea and coffee under the brand names “Lipton” and “Brooke Bond”. The food division manufactures edible fats, cooking oils and ice cream under the brand names “Polka, “Wall’s”, “Blue Band”, “Plant” and “Dale”. The detergents and personal products division manufactures and distributes soaps, shampoos and fabric and home care products under such brand names as “Surf”, “Vim”, “Lox” and “Clinic”. Its ultimate holding company is Milliner PL, in United Kingdom. Beverages accounted for 40% of 1999 revenues; detergents and personal products, 30% and food, 30%. Treated. Lox sunscreen was the re launch off variant, hence it should be publicized company markets almost 50 well known household brands, like Lipton, Sure, Vi We believe that to succeed requires the highest standards of corporate behavior This is Milliner’s road to sustainable, profitable growth n tort our business and long Lever Brothers and the Soap Business Shoemakers are frothing in niche categories. Soap makers are busy slicing away rotational sub-popular, popular and premium categories to create new and specialized niches within them.

The last few months have seen a fresh onslaught of brands like Fairgoer, Niagara, Lox Sunscreen, Lox Moisturizing and Savanna respectively on the platforms of fairness, skin revitalization, sunscreen, moisturizing and health HISTORY OF LOX Lox Soap came into existence in 1964. For the product’s advertising, the famous Hollywood Actress “Judy Garland” started as the very first model. She was starred as the lead role “Dorothy” in the famous kids’ movie “The Wizard of OZ”. Lox was launched with a concept of Glamour. Till now, that tradition has been kept alive.

Each new product of Lox is launched by taking a new actress as a model. The Lox team has kept it tradition alive all these years, and hence, the image of Lox is attributed to glamour and style. For this reason, Lox doesn’t diverge into informative advertising. In soap and detergent industry surface tension is one of the most important parameters. To increase the washing power, the surface tension of the washing solution should be as low as possible. Accordingly, the concentration at CM point should be as low as possible, in order to save soap, detergent material.

Lox occupies a large market share in the Pakistani soap market as well as the international arena. I clearly. T is the most widely used soap in Pakistan as the chart indicates It closest competitors in the soap industry are Lifebuoy and Safeguard but Lox leads them by quite a large percentage. Lox is the market leader due to the continuous innovations and changes to its product. Lox has been introducing new variants to the existing products now and then to attain customer satisfaction and retention. Lox was one of the first beauty soaps in the Pakistani market so that is also another reason for its market leadership.

Its quality is undeniably good which has helped it survive in the market while various other soaps have come and gone. Lox is beauty soap and in that regards, Reason, Palmolive, Tibet, Safeguard and Capri offer it competition. The new Lox, with the sunscreen formula, is targeted towards a different market segment as compared previously to previous Lox. It is a new product, as soap never had the sunscreen formula used previously and therefore, will help Lox remain on the top. Lox has always used aggressive advertising to capture its customers and has associated film actresses with the soap.

This gives it an edge as compared to other beauty soaps. Lox was the first to use this strategy of introducing film actresses in its ads that attracts its target market who see their ideals in the ad and prefer the soap. Lox is one of the quality products offered by Lever Brothers and is one of the highest revenue earners for Lever Brothers. In another survey conducted, males and females both were asked about their first choice regarding beauty and they pointed out “LOX” without any hesitation. Lifebuoy is next in number regarding sales but it does not have the image off beauty.

It is a aerobic soap although it has introduced Gold and other variations but they cannot change its image of a carbolic soap. Safeguard is slowly creeping up in sales and nearing Lox but Lox is still on the top. Safeguard also does not have the pure beauty soap image due to the reason that it first came out as an “Anti-Bacterial” soap and that image is still present in the minds of the customers. Capri is among the top 5 used beauty soaps but the main reason for its lagging behind Lox since a long period is due to their poor advertising.

Capri has not been able to produce ads over time to attract its customers. Its advertising is very weak as compared to Lox and therefore it has not been able to get to the top. Tibet was also a competitor to Lox sometimes back and had a price reduction also but quality is where Lox took away the game from Tibet. Tibet had also lack of good advertising. Lox made sure that Tibet gave them no tough time through its strategies. Imperial Leather soap is also high-quality soap but because of a premium price, it did not get much customer attention.

It is still present in the market but not preferred by much who go for Lox due to the adequate price and good quality in one soap. Lox has been able to attract the women successfully as compared to the other soaps. It shows only film actresses in its ads worldwide and women are attracted towards it and as women are the decision makers when FMC is bought for the household, therefore they prefer Lox for the household. In a survey conducted 1 year back, people were asked about their favorite ads regarding Fang’s and in the soaps category, people pointed out “Lox” with the Ream ad.

This goes to show the successful advertising by Lox. Lox has been there since a long time although much other soap like Lee Sync etc. Hammered away with time. Lever Brothers has a large number of quality products and Lox is surely among the best. Lever Brothers has made sure that wherever they work, be it in Pakistan or India or internationally, the Lox image is always present and they don’t seem to lose their way due to this. They adjust their ads and promotion according to the country served. Other soaps like Reason and Safeguard etc. Id not show much variations in their product and Lox introduced soaps for dry, oily and normal skins and now the Sunscreen formula, which has helped it live up to the customer’s expectations. Soaps like Reason made changes but they were not much considered by customers because they did not seem too different, while Lox kept on introducing completely different soaps as it passed along the years. Lox has also shown that to introduce new variants in its soaps, price is not much important. The prices for the Lox introduced over time were same and this shows the consistency in the product.

The other soaps kept on increasing and decreasing their prices but their quality changed accordingly. Lox has stuck on the same price since a long time and therefore has been attractive to users. This industry profile shows that Lox clearly is the market leader and is here to stay at the top and tackle its competitors effectively with quality promotion means and a quality product. SOOT ANALYSIS STRENGTHS I. Sunscreen Concept In Soap Industry Lox is the first brand to bring the sunscreen concept in soap industry.

Consumers have previously used sun blocks and lotions to protect their complexion and skin from the scorching heat and IV rays of sun. But incorporating sunscreen in soap has been a very innovative idea on part of lever brothers. Ii. First Movers Advantage Lox sunscreen also has the first mover advantage since it s the first brand to come up with the idea of incorporating sunscreen in a soap. Previously soaps had cleanser and moisturizer but this one is an entirely new area to enter into with respective to the soap industry. Iii.

Established Brand Lox besides having the first mover’s advantage also have its goodwill to fall back on and to give immense support to any new product it introduces in the market. Its reputation being very strong asset consumers would believe each new idea introduced by Lox as of good quality. Iv. Vast Market Experience Lox also has competitive advantage in the sense that it has been in the soap market for years. The customer knows the brands and the company knows and recognizes the customer’s need. Besides it has huge marketing experience of attracting customer to a new product it launches. . Convenience Sunscreen also has the advantage of convenience since a large segment of its target market would like to and needs to use sunscreen but the extra and expense and the hassle of putting it every time they go out keeps them from using it. With the advent of sunscreen in soap. Lox plans to cater to all these customers. WEAKNESS I. Lack Of Awareness First thing Lox needs to cater to is awareness. Most of the people in the middle and esp… Lower middle concept are unaware of the concept of sunscreen and how is it going to affect them. Ii.