Marketing Plan

Contents Executive Summary The following report is a marketing plan for Sony Ericson Mobile in Australia for the 2012-2013 financial year. The Sony Ericson brand continues to grow in unpopularity after several years of underperformed. This has occurred due to Sony Ericson trying desperately to hold onto its premium brand image that comes with a high cost and not focusing its resources on finding the right target market that suites its technology and innovation.

The marketing plan will focus on the mobile market and critically analyses this market in Australia. Also analyzing Sony Ericson as a company, s well as its competitors, customers and SOOT analysis. Sony Ericson has missed a critical market that its innovative technology would fit perfectly with. This report will argue that by incorporating the teen market through this marketing plan Sony Ericson will be able to stop the growth in unpopularity that it has created over the last few years.

Introduction In this report the Sony spirally smart phone will be critically analyses in terms of its market segmentation, current objectives, the market it targets, Sony occupies an irreplaceable position in the gaming world, and its subsidiary, Sony Ericson, also has throng competitiveness in the mobile phone industry. Sony combined mobile techniques with their own gaming technology, which created the Sony Ericson Expire Play. Expire Play is a mobile phone with incredible game function which is targeted at young adults and gamers, and has a good reputation within the customers.

The marketing strategy that was implemented has directly targeted a specific market, young adults. As a result of this it has made the product have a fairly subjective target market which Sony can seek to increase potential target market by repositioning the Expert Play phone towards a younger audience. This campaign will Marketing Plan for Sony Expire By blackmail reposition it to touch on teens. Situational Analysis Sony Ericson currently targets older teenagers through to young adults for its mobile phone.

But it seems that the mobile phone is lost within this market as the market share the specially holds compared to many other smart phones in this market is very small, Even thou Sony Ericson is a well known and well respected brand. The drop is caused due to the fact that Sony have been targeting the wrong market. Company Analysis The marketing decision makers for Sony Ericson are the Senior Brand Marketing Manager. Sony Ericson has not been consistent in promotional activities for its mobile phones.

Mostly the brand focuses on trying to hold its premium image with marketing mostly focusing on its premium range of smart phones. This has reflected in its sales, it has made consecutive losses since 2010. The most likely reason for its lack of successful campaigns is the lack of resources dedicated to designing and implementing campaigns to attract the right target audience, which is why the company continues to make losses and lose market share. PESTLE Analysis Political Proposed legislation such as the carbon tax which will raise prices of shipping.

Many businesses have had to raise the cost of their products to make a profit. Also this tax affects outlet stores in terms of electricity charges, which will again raise the prices of mobile phones as business tend to pass on the cost to consumers rather than bearing it themselves. Economic While the global financial crisis has affected a plethora of industries, The Australian economy has remained relatively strong with per capita households spending an average of $40000 (CIA 2010).

Despite this consumers have cut back on spending, specifically on items such as food, entertainment, clothing, cars and mobile phones. Ergo the economy is slowing down because consumers are not spending enough money; This affects the sales of mobile phones majority because consumers are not spending enough money on replacing or updating their mobile phones or on entertainment. Also another economic factor is the high Susie dollar causes imports to be cheaper because countries such as china which manufacture the product have a low rate currency.

This means that the companies are able to import more products for a lower price. Socio-cultural Recent consumer trends within the gaming product market are driving a new theme of product innovation. Today’s society tends to be busy and on-the-move and want to increase their leisure time at their own discretion. To meet the needs of consumers, companies are innovating gaming products making it more mobile.

In addition the functionality of the multilayer platform has created a whole new range of social aspects where consumers are able to interact with each other. Technology Technology can be utilized as an advantage within the industry as it provides the TTY to design and create new products and expand or promote to specific target markets via interacting with consumers on an online basis. Technology has allowed he ability of online shopping as consumers are leaning towards this option as the most popular option of shopping.

The internet has opened up a whole new market with the use of social media networks and websites companies can easily target a global target market. As the rate of technology is increasing consumers are able to communicate with each other on a social multilayer platform where content may be purchased online and downloaded straight to their device. Legal Sony company has always been one of the main victims of the piracy in game industry. The characteristics of this phone are powerful game function, but it also add it easy to create pirating games.

Compared with Sonny’s genuine products, pirated products have a huge price advantage, the fact that they are mostly free, and this does attract a lot of people try to obtain these game products illegally, and that is the reason Sony has to use the Copyright law to protect their game products, so their game products can make a maximum profit Rating System for games is required, Users are able to download a lot of games to this phone through the network, according to the Rating System, which these games have to limit the players from downloading content not suited to their age.

This is needed to protect kids from Violence and pornography. SOOT Analysts Strengths Remains as a one of the kind device that could become a big hit Not many phones competing in the same category Tactile buttons provide more immersed gaming experience Delivering console quality games Designed portable gaming in mind Include a game pad with input controls and interface recognizable to hardcore gamers. Multi touch gadget powered by Android Gingerbread is one of best versions of Android SO… Weakness’s Release of two more phones from the Expire line during the same time Not many people buy Just for gaming purposes

Touch screen gaming controls are not as responsive and precise Suffer key hardware limitations Lacks G LET, HID port Touch sensitive circle are not as responsive and don’t replace the precision of actual joysticks Touch sensitive circles are Just not as responsive as we would like, and do not replace actual Joysticks. Android games don’t support the controller buttons No backups for downloaded games/ purchased games CPU AND CUP not the best Display has poor viewing angles No smart dialing and shutter key…

Opportunities A new open market Parent company Sony owns EAI and many other gaming companies games can be adapted to be able to be played on the expire Can earn a lot of revenue from game purchases and applications Better quality Games compared to other phones Exceptional online experience to grow a customer base Strong customer demand High percentage of young adult market High disposable income in rising market Threats Chain stores not wanting to stock a new niche mobile phone independent stores not wanting to store Sony Ericson phones Retail stores wanting bigger discounts to sell phone because of popularity of competitors models Competitor products such as phone, etc, Motorola Susie dollar going back down Retail stores having preferred suppliers or contracted with particular suppliers and having a non compete Competitors copying the innovation of SSP phone and supplying at a cheaper price Fully fledged gaming devices such as ADS Objectives Mission Statement Sony Ericson mission statement: “To provide quality end to end communications services to both retail and small to medium corporate customers” and “To give them the most help we ever can in the most professional way’. Marker Objectives Maintain and increase sales in specific target market. Advance and open up new market for kids and teenagers.

Increase the brand awareness among the target market; to measure this objective, the organization will conduct interviewer-led surveys in shopping centers or on the street every three months. Increase the brand share by 1% within two years, which will be confirmed by periodically checking the brand share chart for growth indication. Establish multi-channel retail practice, especially focusing on internet retail, to expand sales. Adapt and respond to the wide consumer needs of products. Sales objectives Increase sales by 15% in first year. Increase sales by 30% over three years. Increase market share to 20% of the total target market segment within three years.

Communication objectives Set up feedback section for Splay on website Increasing Feedback questionnaire response rates Competition There are ass’s of companies which make thousands of mobiles phones. Which break down further into smart phones and non smart phones. This makes the mobile phone market very competitive. The average price of mobile phones in Australia range between $300 and $800. Sony Ericson phones tend to price in the premium range with their mobile phones ranging from 700 – 900 ADD, Which limits the retail segment for Sony Ericson even further. The main competitor for Sony Ericson is the ‘phone, as it has the largest share market of any phone. A selection of the primary target market competitors is found in table 1 . A secondary group of target can be found in figure 1 .

They are secondary only because of they are not as used as the primary competitors and others do not compete in the mobile phone market but in the game market. These are still considered competitors due to the type of phones Sony Ericson make which has a heavy focus on gaming. Figure 1 Primary ‘phone Competitive Advantage Secondary Locate Samsung Blackberry Nooks At-not ETC Sonic LAG Plantation Portable Motorola Nintendo ADS Sony Ericson currently is the only brand that is making a mobile phone combined with a portable gaming device. Sony Ericson mobile phones are made by Sony which is a multinational company owning many companies in many areas.

Including gaming, Sony owns EAI, one of the leading gaming brands in the world. Sony Ericson is one of the most well known mobile phone brands in the world. Sony Ericson has innovative designs and materials, which is appealing to the target market. Customer Analysis Even though the product is a smart phone, price is a major factor for the Australian consumer. The primary consumer is primarily young in age, and they demand value for money at a competitive price. The product must also fulfill their everyday needs. The other factors that are important to the consumer are quality, comfort, function, style, design, speed, image, status, power, and functionality, variety of APS and games and durability.

Target market Segmentation and Positioning Profile market segments Geographic segmentation People can purchase the Expire play anywhere in the world. Entire Australia will be he target market for this product, but mainly focuses on the three biggest cities, Sydney, Melbourne and Brisbane. Demographic segmentation Caprice Play targets this product for Teens age between 12 to 15. Generally young people do not have a high income they may have to persuade parents to purchase this product. Cryptographic segmentation These days’ young people are experiencing a rapid lifestyle which leads them to save time including spending time to play games. The sales potential for this specific product is high as little kids enjoy playing video games and interact with their school rinds.

Targeting Teens (12- 15) The sales potential for this specific market is high as little kids enjoy playing video games and with this product they are able to interact with their school friends. Teens will be able use the ability of pester power to allow their parents to purchase the Expire Play tort them. There tort the price tot the product may be moderate as they consumers parents have the income to pay for the expenses. There is also a large market share as teens receive their first phone and they will be influenced by the video game functions. Young Adults (16 – 25) The sales potential is for this specific market is high as the age group has a moderate income and will be likely paying for their own expenses therefore they will be able to make their own decisions on what product to purchase.

The cost structure can be moderate as they will have sufficient funds to pay for the Expire Play. The Market share for this market is high as the consumers are able to purchase their own applications at their discretion. Other 26+ The sales potential for this specific market is fairly low as the age group has inadequate time to pursue the leisure activity of gaming. Although this market may have greater income the phone may not have the functionality that this market is looking for. The competitive situation is not that good as this market may be looking for a product that provides better communication functions opposed to video game functions.

Select Target Segments Teens of the ages of 12 – 15 tend to have a large amount of leisure time; the large majority enjoys new technology. The specific Target market locations will be in Australian located in the major cities. The use of Pester Power amongst teens may persuade parents to purchase this product increasing total sales. Teens tend to be more social, opposed to older generations because they have more free time available, Teens have the opportunity to react with each other, and this can be an opportunity to allow the consumers to utilize the multilayer functions leading to multiple purchases by peers increasing the total revenue.

Expire play will attract the target market with the phones functionalities, lower price range as the target may have lower income, social benefits and essentially the video games. After careful analysis and evaluation, the target market segment chosen will offer the greatest attention for the product and consumers. It provides maximum sales potential increasing the sales revenue and total market share, and will have a competitive advantage within the young audience. Positioning The Sony Expire play will undertake a market positioning strategy where the target market will perceive a valuable offering in relation to competitors. The experience that the Expire can provide is of a fun nature opposed to a professional business nature as a fundamental aspect is the slide out gaming functionality.

The phone has a very innovative design and functions; the price of the phone will be of a moderate rice as the target market chosen tend to go for the cheaper options. Although the price of the mobile phone may not be expensive, a high quality must be met as customer generated media can play a vital role in the decision making process of consumers. The service that will be provided is comprehensive; it has a specific market where owners of an Expire Play are able to purchase and download various games and applications which will be tot high convenience in regards to the user’s discretion. Following these set of attributes will help position the Expire play to the signed target market and provide a competitive advantage in relation to other products.

The target market segments will perceive this product as the dominant offering. Figure 2 High Quality and convenient Expire Play (Future) Low Price I phone Galaxy s II ETC HAD 7 High Price Expire Play (present) Low Quality and Low convenience Marketing Mix Product Expire Play is a gaming mobile phone with incredible function which is targeted at young adults (age 12 to 15) and gamers. The phone has a very innovative design and functions; the price of the phone will be of a moderate price as the target market hoses tend to go for the cheaper options. Brand name highly impact on the target market due to the variety of good quality related with technology.

Sonny’s slogan is meant to make people smile, so it tried to design mobiles like Expire Play to deliver the Sonny’s purpose. Sony encourages their customers to buy this mobile phone by giving guarantee for their high quality products. Place Mobile phones will be sold through online retail stores, big Australian retail stores such as JOB HIP, etc, as well as smaller retail stores, Telecoms such as Tellers, Opts etc inline store as well as retail stores, Stores specializing in mobile phones such as crazy Johns, all phones etc, Sony Erosion’s own retail stores and its online website, department stores and Technology stores. The opportunity exists to expand the distribution network in all areas listed.

However the main outlets to target are Telecoms as this is the first stop where consumers go to buy mobile phones, the second would be bigger retail stores such as JOB HIP as they have a larger customer base and the ability to attract more customers, the third main outlet to target would be specialized bile phone stores such as crazy Johns and all phones as they constantly are advertising and attracting new customers as their main focus is mobile devices, these outlets must be targeted throughout Australia. A selection distribution policy will be undertaken for the Sony Ericson mobile phone range, the main focus will be on customers mainly teens who have not owned a smart phone before and are upgrading to one, but the priority will remain with teens who enjoy gaming. Price The Sony Expire play phone ensures that a high standard of quality is present whilst avian an appropriate selling price that is both beneficial for the company and contains a positive perceived value towards the customers.

The mobile phone will be introduced through mobile phone service companies and their plans with additional costs, such as Tellers, Avoidance, Opts etc, and will provide a range of packages and discounts to create a satisfying option for the consumers. As consumers are aware of various other phones and deals that are arising within the market a mid-to-low price range that is competitive in relation to other phones will be evident, as it also relates to the target market of teens. In addition various pricing policies will be needed according to different functionality of the device such as memory which can relate to a variety of customer’s needs.

The price that is chosen will allow the company to maximize their benefits as well as customer satisfaction, the price may be reduced to allow for a competitive advantage and the revenue will be received through the use of the phones applications and video games designed specifically for the phone that may be purchased on the online market. Promotion The phone appears on Sony Erection’s official website as well as some mobile phone tillers’ Web sites, so re-set up a special introduction is necessary, set up some special entertainment features on the official website of the Expire play, such as virtual phone system experience, the online game demos, in order to improve user interaction.

Television Expire play will spend $100,000 on television advertisements during peak times where teens would be watching TV, this is Justified as teens spend on average about 35% of their time watching television, The time that is most suitable is before and after school, on such television channels featuring cartoons and such television wows such as The Shake, Total Girl, Toasted TV etc. The advertisement will be relative to the target market as they are presented during the specific time. Printed Media Expire play will be promoted through magazines considering that teens are the second largest market for magazines having a market share of 50%. Magazines such as K-zone, total girl, KIDS, M. A. D. Will be sold with vouchers for the Play station network.

When purchasing these particular style of magazines usually they customer will receive promotional items, therefore there will be available game demos within the magazine. Public Transport Various imagery of posters will be placed on public transport on specific bus routes located around the streets of primary schools. This will allow maximum awareness throughout the target market of teens as they will be exposed to the media on buses trains and bus stops. Official website and Forums Gaming forums are popular amongst teens due to the fact that they can provide information regarding the video games such as hints, cheats and Walworth guides. The Expire Play will be implemented throughout these particular websites containing imagery and videos related to the expire play and contain various reviews.

Consumers will be able to gain information about the expire play and its applications, registered accounts will also receive weekly emails offering a range of discounts and download vouchers Evaluation and Control – Campaign evaluation is a critical component of the plan as is the Justification for the overall effectiveness of the campaign in the core areas. There are a range of factors that can determine the effectiveness of a marketing plan as shown in figure 3, such Brand awareness – this will be achieved through surveys of the awareness as: 0 of mobile phone brands on consumers Consumer attitudes – this can be achieved through surveys done on the general public in regards to Sony Ericson and if they’re brand is a good or bad brand.

Test promotion activities – this can be achieved through evaluating if sales are on an upward trend as well as brand awareness since the launch of the plan Review marketing mix – this can be achieved through evaluating sales and profit to see if they have gone up, it means the marketing mix is effective Sales review – this can be achieved through evaluating sales to see if they have gone up, it means the marketing mix is effective Profit review – this can be achieved through evaluating profit to see if they have gone up, it means the marketing mix is effective Review company objectives reviews – this can be achieved through evaluating the entire marketing plan to see if it has been effective in achieving the original objective if not it has to be altered. Market share – this will be achieved through surveys on websites such as Faceable etc. Of what brand of mobile phone individuals own. Figure 3 Issue Responsibility Review Date Sales review Marketing manager Fortnightly brand awareness Management team Monthly consumer attitudes Brand Manager

The results helped us decide on these strategic changes

1. to eliminate argue breed dog inventory (only sell small breed dogs),
2. develop new products (pet gift baskets), and
3. add delivery services. Our competitors carry a wide variety of pets, such as large and small breed dogs, cats, birds, fish, reptiles, and rodents.

The four major differences between Pet Market and the competition are that the competition does not

1. deliver pets or pet products,
2. create personalized gift baskets,
3. offer personalized internet sales, and
4. provide a full 30-day money-back guarantee for products and services.

The target market for Pet Market’s brand new products and services are within a 100- ill radius of any one of our three store locations, in both Missouri and Illinois. We plan to market products and services to our target market groups via various mass marketing, personal selling, and direct mailing techniques. While making a profit, Pet Market will continue to provide quality and value to its customers. Additionally, customers can shop at Pet Market for products and services not offered by other retailers. Therefore, we can charge higher prices for these products and services until our competition enters the market.

Once the competition enters the market, our contingency plans includes adding stores, enhancing Pet Gift Baskets, creating a new pet food line, and broadening our product line to increase variety of small breed dogs. Analysis of Current Situation Market Situation. Today’s pet industry is doing very well. Major retailers are experiencing consistent growth through demand for dogs and basic supplies. According to CBS Market Watch, “Petcock expects same-store sales growth to exceed the high end of previous projections of 5 to 6 percent. CBS also reported that according to Pet Age, “In 2004, Americans will spend about $34 billion on pets, and dog supplies and accessories are the highest growth category. Industry sales have continually increased each year. The Oakland Press reported, “Ten years ago sales were $17 billion. ” The report further stated, “In 2003, pet sales were led by food with $13. 7 billion followed by vet care with $7. 9 billion, supplies and medicine for $7. 2 billion, animal purchases for $1. 5 billion and other services such as grooming and boarding tort S I n ” The pet store industry leaders are San Diego-based Pee and Phoenix-based Pederast.

A recent American Pet Products Manufacturers’ Association (PUMA) survey (www. Biz. Yahoo. Com), “estimates approximately 64. Million U. S. Households (62% of all households) currently own a pet, with approximately 46% of these households owning more than one pet. The most popular pets are dogs (39% of all households) and cats (34% of all households). The above survey estimates that there are approximately 378 million pets in the United States. ” Pet Market has been a specialty retailer of large and small breed dogs, premium pet food, supplies, and services for the last 10 years.

We operate three conveniently located stores in the SST. Louis area

1. South County Schmucks Plaza,
2. Chesterfield Commons Shopping Center, and
3. Shop at Cross Keys in North County.

To meet changing customer demand, the company has decided to discontinue selling large breed dogs, add delivery services, and offer three levels of personalized gift baskets that contain pet essentials. Adding new products and services to the existing product base serves to keep the company focused on initiatives that engage customers and our dedication to excellence in associate training and animal care continue to be unsurpassed.

Changes in the external environment called for Pet Market to develop a new marketing strategy. Over a one-year period, the company experienced a noticeable sales decline for large breed dogs, compared with an increase in sales for small breeds. Pet Market’s current products include pet food, supplies, grooming products, toys, and vitamins. Current services include “Doggie Day Spa,” canine education (obedience training), and limited veterinary services (routine vaccinations). The company combines pet and merchandise selection and everyday low prices with the location and customer service typically found in neighborhood pet supply stores.

Pet Market’s new primary product and service combination is to sell and deliver small reed dogs with a personalized gift basket containing pet essentials, to the new pet owner. With every sale, customers will receive the full 30-day money-back guarantee that the company has offered customers since opening in 1994. Competitive Situation. Many successful pet stores carry a wide variety of pets, such as large and small breed dogs, cats, birds, fish, reptiles, and rodents. These stores also carry supply items, including pet food, carriers, toys, and nutrition items.

The four major differences between Pet Market and the competition are that the competition does not

1. deliver pets or pet products,
2. create personalized gift assets,
3. offer personalized internet sales, and
4. provide a full 30-day money-back guarantee for products and services.

New Product Description.

Pet Market will sell two categories of small breed dogs

1. mixed variety,
2. AKA registered.

Generally, small breed dogs will weigh 10 to 15 pounds at full size. The age of the dog will vary, but the youngest age will be eight weeks.

Only the following AKA registered breeds will be offered: Maltese, Miniature Dachshund, Chihuahua, Miniature and Toy Poodle, Yorkshire Terrier (Yorker), Jack Russell Terrier, Miniature Pinscher, and Shih Thus. Pet Market will collaborate with the SST. Louis Humane Society and the Adopt-A-Pet Association to offer mixed breed dogs at $65 each. Pet Market will collaborate with local specialty breeders to offer AKA registered dogs at $450 each. Sales price includes a required initial vaccination for all dogs.

Fascinated by the plant’s effect on elephants, this young man, Mr. M. Manual, the founder of Himalaya, wanted to scientifically test the herbs properties. His vision was to ‘bring the traditional Indian science of Arrived to society in a contemporary form. Every year, over 300 million of Himalaya products enter the homes consumers around the world. With a range of over 300 healthcare and personal care products being developed so far and giving them products that help them lead healthier, enriched lives.

With expanding range of products and growth in international markets, Himalaya underwent a rebinding where the entire range was brought under a single umbrella- Himalaya Herbal Healthcare. With the present portfolio of pharmaceuticals, arsenal care, baby care, well-being and animal health products, Himalaya has evolved into a ‘head-to-heel’ herbal wellness. With a history pning eight decades in the area of herbal research, Himalaya shares a close relationship with nature. Himalaya not only promoting good health but also safeguarding the health of planet.

Ever since their inception, they have taken great care to protect biodiversity, collect herbs in a sustainable way and promote good agricultural practices. Marketing Plan Hair Shampoo Rev 1 By kohl Currently the shampoo products in the market are majority nominated by “chemicals” formula mixed which more or less giving some harm impact to the users and as well as to the environment. With the consistent growth in the shampoo market, it is very high potential to continue explore the opportunities in the market segment by developing an innovative product to the market.

Since the Europe countries are less exposure and understand the benefits if natural herbs, thus it is crucial that to promote the existing the shampoo products to Europeans and increase the market shares as much as possible within 3 years times. The new products which new brand name “Himalaya Heal” is improved hair shampoo from existing product which made by 100% natural herbs with chemical free are more suitable to the new market segment, Europe countries. It is also Pro- environment product which no impact and harm to the environment at all.

With more than 80 years experiences in natural personal healthcare products, which is essential for promoting products that have a great reputations in Asia countries to Europe countries in order gain more market share. Himalayas mission is to make herbal wellness a part of every home. We want to be the most trusted company in scientific herbal healthcare and most admired for our ethics, values and commitment to sustainability.

Our mission statement reads:

• Establish Himalaya as a science-based, problem-solving, head-to-heel brand, harnessed from nature’s wealth and characterized by trust and healthy lives.
• Develop markets worldwide with an in-depth and long-term approach, maintaining at each step the highest ethical standards
• cRespect, collaborate with and utilize the Allen’s of each member of the Himalaya family and the local communities where Himalaya products are developed and/or consumed, to drive our seed-to-shelf policy and to rigorously adopt echo-friendly practices to support the environment we inhabit.
• Ensure that each Himalaya employee strongly backs the Himalaya promise to exceed the expectations of the consumer, each time and every time. Nothing less is acceptable. At the heart of the Himalaya mission is the belief that good health should be accessible to everyone, and we strive to make this possible through our commitment to science-driven herbal healthcare.

As of December 1, 2006, Nintendo has sold over 387 million hardware units and nearly 2. Billion software units worldwide. Currently, it is selling the Nintendo WI, which is its seventh generation video game console. The major, distinguishing feature of the WI is its wireless controller, the WI remote, which can be used as a handheld pointing device and can detect motion and rotation in three dimensions. The WI has sold over 3 million systems as of January 10th 2007 thus placing Nintendo among the market leader.

Despite its high volume sales to consumers of all demographics, Nintendo has recognized a steep increase in the number of women gamers and thus wants to gain a share in that market as well. Since the gaming industry as a whole is not catering to the needs of women or taking their preferences into account, it will be monetarily beneficial for Nintendo to attack the market with slightly modified products, accessories and extensive marketing techniques. Nintendo attempts to break free from the myth of video games as being “boys toys” and is looking to place WI and some of its software as having features that will appeal to the female audiences.

Given the enormous buying power that women have, this is the perfect opportunity for Nintendo to make another mark in the field – provide “female friendly’, gender auteur games, thus taking this segment of gamers by storm. While the following marketing plan aims at placing WI in new markets that have not yet been “exploited”, it also aims at solving what seems to be a matter of grave concern for existing WI users – safety and usability of the console. Nintendo has had to replace wrist straps of WI controllers and about 200,000 AC adapters resulting from breakage during use.

Consumers are of the view that WI can be / has been physically harmful to them and to children, and this perception needs to be changed. A positive psychology about the product needs to be induced in the minds of nonusers and they need to be shown ways of using the console without having harmful results. In trying to achieve both of the above mentioned goals, the plan suggests marketing strategies that include extensive advertising, promotions, PR campaigns and press releases.

It talks at length of how all the available media can be paralleled to communicate WI as an innovative, gender neutral, harmless game console that needs to be experienced by all. Gaming Industry Growth Trends The industry and its growth have, in the past, been primarily dependent on the introduction of increasingly spectacular graphics and the development of more employ game software. In the recent years, however, the traditional success formula of developing splendid and complex games has become less productive.

Video game is fast developing into an industry with the expected importance of first mover advantage, mass acceptance of the product and technical innovation. Recognizing this need for change in methods of product development, Nineteen’s strategy over the past year has been to expand the gaming population by introducing new devices equipped with touch screens and microphone ports to enable intuitive game play along with wireless communication capability. These features have made it possible to introduce software innovations that expand the definition of video games.

New user demographics have been cultivated by introducing a software lineup. After the huge success of Nintendo ADS and its “easy, safe and charge free” WI-If Connection, Nintendo launched a new gaming console “WI” (pronounced “We”), during the calendar year 2006. With its unprecedented controller, “WI” has set a new standard as a video game interface. Competitive structure of the console game market Console games, with their high profit margins, represent the main stream of the idée game industry and are marked by an oligopolies control at the hardware and any action of one of them can have a measurable impact on the entire market.

The three main manufacturers of video games, Nintendo, Microsoft and Sony currently control the industry, with Saga having recently withdrawn. There is tremendous competition with each of the players trying to gain a larger share of the market than the others. Nineteen’s biggest competitors so far have been Sony Computer Entertainment with its Play station and Microsoft corporations X Box. But with the creation of WI, Nintendo has introduced a winner – a winner that will eat a huge chunk of the console game “market share pie”.

The WI does not only benefit from having a top of the line wireless movement- sensitive controller with a different variety of games, but also from having been placed as one of the most affordable of all the available console games. Distributors and retailers Distributors are responsible for the physical storage and delivery of the product, and retailers usually for the sales effort. The distribution and retailing of the games is notable for its role in the maturation stage of the gaming industry.

Nintendo works with a wide variety of intermediaries in North America and across the world, in order to insure that all its products, currently the WI, is made available to customers on demand. Sales, Profits and Financial Position of Nintendo Company limited With respect to the handheld game products of the electronic entertainment division, both “Nintendo ADS” hardware and software recorded very strong sales for the nine month period ended December 31, 2006. “Nintendo ADS” hardware has been the fastest rising game platform ever in the Japan market, and, in addition, has sold well in overseas markets.

As a result, sales in the first three quarters have reached 18. 88 million units on a worldwide basis. As for “Nintendo ADS” software, net sales have also accelerated, supported by a number of million-seller titles. Sales have been led by “New Super Mario Pros. “, with 8. 64 million units sold on a worldwide basis and continuing strong sales of “Touch! Generations” titles such as “Brain Age: Train Your Brain in Minutes a Day! ” and “Nintendo”. In the console business, “WI” hardware (launched at the end of last year) got off to a favorable start and “WI” software titles such as “The Legend of Zelda : Twilight

Princess” enjoyed brisk sales as well. As a result, net sales rose to 712. 5 billion yen (72. 8% up y/y), causing operating income to reach 167. 6 billion yen (102. 5% up y/y) despite a rise in selling, general, and administrative expenses, which was primarily driven by higher marketing expenses. Income before income taxes and extraordinary items was 220. 7 billion yen (50. 5% up y/y) primarily due to 26. 0 billion yen (45. 2 billion yen last nine-month period) of foreign exchange gains. Net income reached All in all, Nineteen’s financial position continues to be very strong.

At March 31, 006 total liabilities were *186. 4 billion ($1 ,593 million), and the current ratio was 5. 59 to 1. The balance of cash and cash equivalents was 3. 31 times total liabilities. Working capital was *836. 5 billion ($7,149 million). The receivable turnover period increased by 6 days compared with the previous fiscal year to 34 days. Inventories were *30. 8 billion ($264 Million). The inventory turnover period was 29 days. The debt-to-equity ratio was 0. 19 to 1 at March 31, 2006. Total assets as of December 31, 2006 increased by 326. Billion yen compared to the previous fiscal year-end to 1,486. Billion yen, mainly due to the increase in notes and trade accounts receivable resulting from the recent boost in net sales. Net cash from investing activities increased by 54. 0 billion yen primarily due to proceeds from time deposits exceeding the transfer payments for deposits. Net cash from financing activities decreased by 49. 3 billion yen primarily due to the payment of cash dividends. As a result, net cash and cash equivalents during the nine month period ended December 31, 2006 increased by 146. Billion yen versus the beginning of the reporting period to 763. 5 billion yen. Opportunity and Issue Analysis Like every other product in the market, Nintendo faces an array of opportunities and threats. While the threats could significantly affect Nineteen’s operating performance, share price and financial condition, the opportunities can be leveraged upon in order to ensure a secure future. However, one must remember that unpredictable risks and opportunities may exist other than the ones set forth herein.

Economic environment In recent years, the market for computer and video games has grown exponentially. Sales of such game consoles were approximately $29 billion dollars in 2005 and will have grown to $44 billion dollar by 2011. According to “Data monitor”, every American household has on average two video games and about 42% of the American population is expected to purchase video games in 2006. The number of women video game players is also on the rise and Nintendo WI sees a great opportunity in serving this rising demand.

Despite the increase in overall demand for games in the last few years, it has been seen that the video game industry is significantly impacted by consumer preferences. It is characterized by short product life cycles and a very high demand around the holiday season. Although production is targeted at the equilibrium point of supply rejections are extremely difficult to obtain – this can lead to the risk of excessive inventory or inventory obsolescence, both of which could have an adverse effect on Nineteen’s operations and financial position.

Nintendo distributes its products globally with overseas sales accounting for approximately 70% of total sales. While these global markets are extremely important to the business, the majority of monetary transactions are made in local currencies. In addition, the Company holds a substantial amount of assets including cash deposits denominated in foreign currencies without exchange contracts. Thus, fluctuation in foreign exchange rates would have a direct influence on earnings not only if foreign currencies were converted to Japanese yen but also if reevaluated for financial reporting purposes.

Japanese yen appreciation against the U. S. Dollar or Euro would have a negative impact on Nineteen’s profitability. Technological Environment Since the WI is at its introduction stage, there is plenty room to develop accessories for this particular product. Examples of WI accessories are Skin cases for the WI Remote, Skin cases for the console, sports controllers (golf club, baseball bat, ND tennis racket), dance pads, and guitar controllers. Furthermore, Nintendo may develop controllers for women games such as skillet and turner for cooking games or soccer cleats for soccer games.

In the recent past, Nintendo has also incorporated some advertisements and quick product messages within their games. Most noticeable have been the ad boards in the Nintendo WI game “Madden 2007”. This kind of In-game Product Placement (PL) is a great way to generate extra revenue. Also, since Nintendo WI games can be played online, Nintendo can apply dynamic PL – therefore charging advertisers based on the number of viewers or IP address. While Nintendo continues to develop innovative and appealing products and accessories, the development process is complicated and includes many uncertainties.

Despite the substantial costs and time needed for software development, there is no guarantee that all new products will be accepted by consumers due to ever shifting consumer preferences. In order to leverage on some of the products that have taken markets by storm, Nintendo has steadily increased the number of intellectual property licenses. Examples of Nintendo merchandise are its apparel, domestic goods (bedding and towels), food and beverages, gifts, publishing, and toys. This not only generates extra revenue and profits for Nintendo but also promote brand awareness and brand loyalty.

Piracy and unauthorized copying are growing concerns in the entertainment security measures continues to mature, the technology preventing these violations is being developed at an extremely slow rate. This has resulted in a significant loss of sales revenue to the video game industry. As of 2005, the video game industry reported a lost of more than $3 billion dollars to piracy. Nintendo commissions a number of outside manufacturers to produce key components or assemble finished products. In the event of their commercial failure, Hess manufacturers may not adequately provide significant components or products.

In addition, certain manufacturers may not have the capacity to provide the ordered amount of components. A shortage of key components could lead to issues such as margin decline due to higher pricing as well as insufficient product supply, and quality control. Competitive environment Nintendo is engaged in a business categorized under the massive entertainment industry. Therefore, the availability of other forms of entertainment affects Nineteen’s business. If consumer preferences shift to other forms of entertainment, t is possible that the video game market may shrink.

In recent years, the online gaming market in the US has grown tremendously owing to the fact that broadband Internet access has become affordable. By October 2003, the Forrester Research group estimates 22. 7 million American homes will have broadband access and it is projected to vastly increase to about 55 million homes by 2007. Due to the increase of more people being online, Nintendo WI is forced to deal with more competition, especially with free online games and the increasingly popular massively multilayer online games (OMG).

The emergence of new competitors resulting from technological innovation could also have a detrimental impact as well. In the video game industry, it may become even more difficult to generate profit as more research and development expenses and marketing expenses are required and as price competition intensifies with giant enterprises entering into the market. As a result, Nintendo may find difficulty in maintaining or expanding its market share as well as sustaining profitability. Legal and political environment Nintendo engages in business in territories such as the Americas, Europe, Australia, and Asia in addition to Japan.

Expansion of business to these overseas markets involves risks such as unpredicted enforcement or changes to laws or regulations, emergence of political or economic factors that prove to be a disadvantage, inconsistency of multilateral taxation systems and diversity of tax law interpretation leading to a disadvantaged position, difficulty of recruiting and securing human resources, social disruption resulting from terrorist attacks, war, and Socio – Cultural environment Video games have evolved into one of the most pervasive, profitable and influential forms of entertainment in the United States and across the world.

They have become a cultural phenomena, especially so in America, where game creatures such as the Poke have evolved into giants in the youth culture. Video games elicit powerful reactions in their players, such as fear, power, aggression, wonder, Joy and even learning. Given this pervasive nature of video games, they are not only being used to serve the primary purpose if entertainment but are also being harnessed to facilitate learning. These new trends are very important growth avenues for Nintendo WI.

Target Market Having described the product that is being sold and in what quantities, here is a rife description of the target market or “who the product is sold to” – the markets that video game manufacturers have been targeting in the past and the new markets that need to be penetrated. From past studies it has been defined that video game players are 62% male and the rest 38% female. According to the “2006 Essential Fact about the computer and video game industry’ by Entertainment Software Association, women 18 or older represent a significantly greater portion of the game-playing population (30%) than boys age 17 or younger (23%).

However, teenagers are not the only ones that play games. Parents also play games. 9% of the parents say that they play games because they are asked to, 75% consider it is fun for the entire family, 71% think it’s a good opportunity to socialize with the kid and 62% believe it’s a good opportunity to monitor game content. The typical parent gamer is 37 years old and surprisingly 47%of them are women. Among gamer parents 80% report they play video games with their children and 66% feel that playing games has brought their families closer together.

Studies show that 69% of American heads of households play computer and video games. This means that games are very popular among the Americans. If we look at the age, we become conscious that the average game player age is 33. In 2005, 31% of Americans under 18 played games, 44% of Americans between the ages of 18-49 and 25% over the age of 50. From the above results it can be concluded that people of all ages, both sexes and from all walks of life play video games for varied reasons. But what can also be revenue.

These are markets of women gamers. Even though games are perceived as “boys toys” and most games are created to address men, the number of women playing games is constantly on the rise. No one so far has really created games to satisfy the naming needs and wants of women. And this is what Nintendo is trying to do – gain more market share by focusing on female friendly games. Considering that women these days have an enormous buying power, Nintendo is aware that catering to their gaming needs is the best marketing strategy they can adopt.

Marketing and Financial Goals The main goals of this marketing plan are as follows: 1. Encouraging product trial – Playing is Believing 2. Creating product awareness 3. Bringing to light the factors of product differentiation markets (women) 5. Enhancing brand image 4. Targeting new Marketing Strategy Overview: Simply put, customers are no longer a given – Just because a product is being manufactured it does not mean that people will buy it. Therefore, in order to survive, businesses need to keep their old customers while constantly trying to make new ones.

In order to make and keep customers, companies need elaborate marketing strategies which provide a road map to delivering value to distinct customer groups. Like all successful strategies, ours too begins and ends with the customer and what WI can do for them. Studies have shown that the Nintendo WI is at a stage where it is selling in large numbers to customers from all demographics. Therefore our intent in designing this marketing plan lies not in trying to increase sales or to break even.

The main goal of this plan is to place WI as a product that will appeal to the women gamers and to communicate it as one with no implications of physical harm. As a secondary result of these promotions, we will definitely achieve an increase in sales as compared to the previous financial year. Nineteen’s strategy for marketing the WI has so far been to provide hands on experience of the console – playing is believing. In an attempt to penetrate a new market Nintendo is looking at delivering this same formula to women gamers. Every

Every year, there are a number of start-ups emerge in every industry. Several factors that support the growth include the rapid economy growth of a country that increase the living standards, products and services innovation, and continuous development of information technology (IT) that creates a new way of doing business such as e-companies, to name a few. In order to reach the desired results, any companies should take into account several considerations or fundamental procedures of successful business by making and implementing marketing plan.

While a market refers to a particular group of who needs services, a marketing plan composes of several components that help the companies to cater their offering to their targeted market. Concerning the creation of marketing plan, in this paper, we will develop the marketing plan for a restaurant, named `Pigs Can Fly` that located in new Lehigh Acres Florida. The marketing plan composes of implementation plan and control, marketing mix, and IT support. 2. Implementation and Control

Carrying out the marketing plan requires detail plan and control so that the company can figure out if the plan would not be reached according to the set measurement and immediately can take the alternatives. Quality control plans become important factors in determining the success of marketing plan, therefore, there is need to create quality control plans. According to two of Deming’s 14 principles, the process improvement should follow following criteria: 1.

Do not depend on mass evaluations to reduce mistakes. It is more effective to improve the process which will lead to better performance in the first place 2. Use a good program of education and self-improvement for the clinic staff (Haller, 1993) Based on the two criteria and considering that the bottom line of this plan is to achieve the targeted revenue; therefore following table can represent annual quality control plan for a restaurant, named `Pigs Can Fly`.

In addition, since the marketing plan for the restaurant includes the development of information technology to improve the customer experience, therefore, we also provide the implementation and control plan for information technology department as shown in the table The plan may lead to completely different result due to external and internal forces the company experiences. The condition suggests that Pigs Can Fly restaurant must have the contingency plan to deal with such changes and bring back the company into the right tracks.

The plan must focus on following issue prior to deciding the contingency actions: a) Focus on cash flows, not profits. Although the bottom-line is to have the greatest profit, in reality the first thing to consider is on cash flow since profit involves economic fiction while cash flow composes of economic facts b) Focus on incremental cash flows. It means that Pigs Can Fly restaurant must see whether selecting a project will provide company with better cash flow or vice versa c) Account for time. This step supports the idea that a company prefer to receive cash sooner rather than later.

d) Account for risk. The plan might have the greatest NPV or profits. But the project has the shortest lifetime that will cost a company in short period (“What is capital budgeting”) 3. Summary 3. 1. Marketing Mix In Lehigh Acres, Florida, restaurant business is quite challenging since there are many upscale restaurants that customers can choose in addition to the customers rating that inform the quality and finest of the services. In this web address (http://www. mytravelguide. com/restaurants/ctrestaurants-7342301-United_States_Florida_Lehigh_Acres_restaurants.

html), there are a number of restaurants located in Lehigh Acres, Florida, with various offers including the Fast food restaurants and stands, Steak and barbecue restaurants, Chinese restaurants, family restaurant, pizza restaurant and many others. Since the development of Pigs Can Fly restaurant is to target family customers, therefore, the marketing mix should reflect these target market characteristics. In more details, the characteristics of target market for customers of Pigs Can Fly restaurant as following:

• Brand of Products : Entertaining restaurant for Family • Customers’ Preferences : Customers who are meat and pasta lovers and enjoy the restaurant atmosphere with unlimited information in a comfortable place like a family restaurant • Ages : All age (we consider that people at this age have the needs for new information/ideas, make friends, and hanging out in family restaurant) • Customer Budget : above $40 per customer • Competitiveness : Free Internet connection at comfortable place for browsing Internet and kids playground

Since family restaurant need a warm and welcoming atmosphere, it become the key factor for Pigs Can Fly. Concerning the situation, the Pigs Can Fly restaurants need to develop not only cozy places but also additional value like computerized services in which customers are able to book a table, asks for special menu etc. In today’s fierce competition of restaurant business, corporations need to create not only attractive products and services but also generate intangible value added creatively.

This is essential since competitors easily copy tangible products or services, therefore, to differentiate from rivals, the corporations must produce distinctive services as value added for customers. The integration of technology at resraurant industry is not a brand new approach since corporations in the industry realize the benefits of IT integration to generate more revenue. In order to support the operation of Pigs Can Fly restaurants should have enough budgets to back up the network expansion and the development of application (software). Table 1 shows typical budgeting for IT department at the restaurant.

Aqua Bay has planned to target the age group between 40 and 59, for they have disposable income and are looking for some luxury in their life. The target market lives in Belleville suburbs and is a middle-class hockey family. They must appreciate hydrotherapy and be conscious of socio-economic status. It is key to point out the target market is on their second home because they are usually customizing their house with luxurious items. The primary objective is to increase net profits by 50% with the Soften line after marketing costs for one year. The marketing budget is $2,000 for one year.

Soften targets the value-driven customers. Value can be found in the echo-friendly motor, portability, wellness and easy maintenance. A Soften promises hydrotherapy, relaxation and a social want. Satisfaction guaranteed. Softens range in prices from $2,995 to $3,995, this includes the soften, spa cover, hydrometer (pump), spa filter, and a 5 year limited-warranty. Additional packages include: installation, delivery, spa steps, cover lifter, chemicals and extra filters. The primary focus for promotions will involve personal selling, print advertising, cold calling (collecting email addresses) and signage.

These forms of promotions are the most cost effective ways to promote the Soften brand. A Journal will be the primary form of recording and measuring the success of the Marketing Plan for Aqua Bay By waffled prospects, contact information, number of visits, sales process and side notes. The Aqua Bay culture will help increase Soften sales and inevitably net profit for the Soften line. The showroom will showcase the displays better than previous years, the constant flow of information to customers will help market the brand and the knowledge the employees have on the product will aid in customer’s confidence in

Aqua Bay as their go-to hot tub supplier. PURPOSE To create a marketing plan for Softens; a product associated with Aqua Bay Ltd. SCOPE The marketing plan will incorporate: Situational analysis Company Customers Collaborators Competition Climate analysis SOOT analysts PEST analysts Objectives & Issues Marketing Strategy Target Market & Positioning Marketing Mix Price Product Place Promotion Tactics & Action Budget/Control Executive Summary & Table of Contents COMPANY About Aqua Bay Pool and Spa Ltd is a locally owned business situated in the heart of Connation.

Michael and Wendy Gaucheness’s founded this company in 1991. With over 22 years of experience in retail, Aqua Bay has gradually earned the loyalty of Belleville residents over the years. Aqua Bay offers a wide variety of goods and services that range from Pools, Spas and Water Treatment to Propane, Billiards and Darts. Aqua Bay has ambitions to continue offering a convenient stop for all your professional and recreational needs. In the summer of 2004, Aqua Bay opened a second location eighty kilometers East of the Belleville in Kingston, Ontario.

The store is situated one of the developing areas f Kingston, there are a few big-box stores and a public mall located within two kilometers of the location. The Kingston stores offers the same products as the Belleville store, on the other hand, the Kingston store offers limited services due to the lack of awareness and employee expertise. Aqua Bay offers nine major products lines: Pools Spas Water Treatment Billiards Darts Exercise Equipment Propane Bottled Water Mission Statement To provide our customers with the region’s best valued products and unbeatable customer care. Corporate Social Responsibility

Aqua Bay has been fully committed to supporting the local community. Aqua Bay offers a wide range of sponsorships for local groups; such as: Public and Secondary schools, sports events, sports teams, charitable events, and charitable organizations. COMPETITORS Within the Belleville region exist several direct competitors, some indirect pose no threat since hot tubs have a high entrance barrier due to the complex nature of the product (especially when dealing with after-sale service calls). When comparing a luxurious item such as a hot tub, it is important to consider all the aspects of purchasing a hot tub.

Aspects such as: price, quality, comfort, size, features, accessories, after-sale services, etc. Since Soften is such a unique item, and there are regional sales representatives with a license to sell the Soften brand in North America. Soften has predetermined boundaries set in North America. The primary focus will be the indirect competition with two companies that have the majority of the market share in the Belleville region, SST. Lawrence Pools and Beachcomber. The secondary focus will be RCA Pools and Water Depot because they still hold a small, but noticeable market share with to tubs in the Belleville region.

The generic competition will hold no significance in the sale off hot tub. Although they both offer a relaxing, therapeutic experience, they do not interfere enough with each others’ markets to pose a threat on the sale of a hot tub. SST. Lawrence Pools SST. Lawrence is a local business situated less than a kilometer from Aqua Bay. They have a strong presence in the pools, spas, billiards and exercise equipment market. They were founded in 1971 and have had two different owners, Moe Green founded the company and eventually sold the company to Chuck Dickinson in 1989. They offer similar products lines, but for the most part, different brands.

SST. Lawrence offers two different product lines in the hot tub department, Issuance and Hydrofoils. Issuance dominates their sales due to popularity and Hydrofoils is runner-up to Issuance spas. The prices of Issuance spas range from $6,499 to $13,999. The Hydrofoils spas offer more features and have a larger price range from $4,999 to $15,999. SST. Lawrence pools has always utilized their marketing budget through heavy local advertising and promotional activities. The company focuses on branding their name thin the community, they have a high presence in local media.

Examples of their advertisements: Belleville Intelligencer, Yellow Pages (every page and title page), Billboards, Radio advertisements, Signage and Magazines (Bay of Quintet Magazine). They also hold promotions throughout the year, such as seasonal promotions and sales with partners. The seasonal promotions are a ploy to spark interest in existing customers, whereas the promotions with partners are to spark interest in potential customers. They hold an annual sale in the parking lot of the Brick. SST. Lawrence has a stronghold on the marketplace, from my experience it is easy to say they hold 40% of the market.

They make the claim to be the one of few retailers to sell their brand of spas in the region and offer top quality spas. SST. Lawrence has a number of strengths when it comes to marketing, but suffer in better than their competition. Their facility accommodates their hot department in an ascetically pleasing manner. Lastly, they have a very strong marketing team that is capable of creating awareness among the community. In order to compete with the potential sales increases with Aqua Bay, they will invest ore money into their marketing effects. These attempts will be to steer potential customers away from even considering Aqua Bay as a choice.

Beachcomber Beachcomber is an established franchise located in the heart of Belleville on College Street. The company was founded in 1978, but the Belleville location has been around since 2002. They are particularly known for their relaxing showroom and brand name. Beachcomber offers their customers one brand, Beachcomber. The brand name is known worldwide and therefore Beachcomber has a strong reputation. The prices for Beachcomber spas range from $7,999 to $16,999. Beachcomber has a strong marketing team, and offer many promotional activities along with regular local advertising.

They make similar appearances with local media, their main forms of transmission include: Radio stations, Billboards, Signage, National Magazines (Home and Leisure Magazine), Newspaper and the basic Yellowness contact information. Beachcomber is also heavily involved in promotional activities, they are always promoting different sale opportunities in their facility and their partner’s facility (Rona). Since their prices are considered high in his market, they need to present their high priced hot tubs at a discount to keep their reputation while promoting more sales.

They hold seasonal sales to promote their brand and external sales to raise awareness among diverse potential customers; such as people purchasing goods for home improvements (Rona). Beachcomber also has a strong presence in the Belleville marketplace. Based on their popularity, it is safe to presume they have a 35% hold on the marketplace. They make similar claims to SST. Lawrence by offering top quality hot tubs with a strong Beachcomber has many similar strengths as their competitor SST. Lawrence. They have a strong sales force that can promote their brand with the skills and knowledge they possess.

They also have the proper facility for retailing luxurious goods; the showroom is ascetically pleasing. Beachcomber invests a large percentage of their budget to marketing, their investment proves successful with the market share. Lastly, they have a strong brand name and their reputation has lasted through the years. In order to compete with the potential sales increases with Aqua Bay, Beachcomber will invest more money into their marketing plan, these attempts will be to steer attention customers away from even considering Aqua Bay as a choice.

Comparison Competitors SST. Lawrence Beachcomber RCA Water Depot Aqua Bay Pricing $4,999 – $1 5,999 $7,999 – $16,999 $5,999 – $10,999 $5,999 – $9,999 $2,495 – $3,495 Promotional Activity and Intensity Signage, Radio, Yellowness, Newspaper, Magazines, Billboards and Promo & Seasonal Sales Signage, Radio, Basic Yellowness, Newspaper, Magazines, Billboards and Promo & Seasonal Sales Signage, Basic Yellowness, Promo Sales Signage, Basic Yellowness, Promo Sales Products Issuance, Hydrophone Coleman, Shoreline, Garden Leisure & Cove

Royalty Soften Positioning Top Quality Best Price Market Shares 35% 5% Strengths 1 . Marketing 2. Sales Team 3. Merchandising environment 1 . Branding, 2. Marketing, 3. Sales team, 4. Merchandising environment, 5. Franchise, 1 . Experience 1 . Pricing Weaknesses Marketing Prediction of Future Initiatives Blowout Sales Promotional Sales Promotions Promotions and Sales **Grey = Categories, Yellow = Primary Competition, Green = Secondary Competition, Blue = Aqua Bay CUSTOMERS Market Segments 20-39 years old 40-59 years old 60+ years old *** Yellow highlighted group is the target market Geographical

Live within 25 kilometers of the Belleville location Suburban area Demographic Couple Full-time Job (combined income of $60,000 to $80,000) Young family with two children (aged Pool-owners Homeowners are on their second house Psychological Hockey parents Innovator Community-involved Likes to customize Brand conscious Middle-class Appreciates relaxation Blue-collar class Behavioral Regular users of spa treatments or hydrotherapy Strong loyalty to Soften Interested in Soften Require high quantity of information Enthusiastic Seeking a relaxing experience Target Market – “KEY FINDINGS”

Geographic – Belleville suburbs Demographic – 40-59 year old, second home (customized) Psychological – middle-class hockey parents Behavioral – appreciate status/hydrotherapy Market Share Approximately 5% of households located in Belleville own an operating hot tub. Therefore with 21 ,065 occupied private dwelling we can conclude, approximately 1 ,065 household own a spa within the city of Belleville http://howl 2. Stance. Go. Ca/census-resentment/2011 /dip-PDP/proof/details/page. CFML? Customer Needs Customers who invest into hot tubs look to reap the benefits of hydrotherapy.

Hydrotherapy involves the use to warm, moving water to relief pain or induce relaxation. In the end, the need is intangible. Rewards the customer with a relaxing therapeutic experience in the convenience of his or her own home (or property). The convenience covers a want for the customer, and the relaxing experience covers the need. Therefore, the comfort and convenience provides the customer with everything they want/need. Hot tubs are considered to be a luxurious good, the product satisfies one’s wants making it a luxury item. Along with the possession off luxurious item comes higher status.

One may seek the higher status need to satisfy a personal need. Retail Channel The retail channel is located at 223 Connation Road North in the Belleville region. Consumer Information Sources Typically consumers will be very careful when comparing products and brands. The consumer will use friends & family as a reference to get a real-life testimony. They will also search around on the internet (forums) to find their most suitable brand. Lastly, they will get their information from other retailers, who may give misleading information about the actual product. Frequency and Quantity of Purchase

A Soften is typically a one-time purchase, but the following sales (chemicals and accessories) are required to make the sale more valuable. Customers with hot tubs typically use it one to two times weekly. COLLABORATORS Soften Canada is situated in Sturdy, Ontario. They established a manufacturing company in 1990. They are responsible for the manufacturing and distribution of the Soften brand in Canada. Despite limited staff of 25 employees, Soften Canada manages to keep up with the demand in the Canadian market. Soften manufactures: the three models of the portable hot tub, custom decks, and accessories.

The following marketing plan is simply the analysis that will provide a clear definition of what are the firm capabilities, what markets are possible, and how to achieve a share of those target markets,it will also help analyze the environment of the area in which we wish to work, help set prices for your services and goods, So basically, The analysis allows you to outline the best strategies to follow for the achievement of the company’s goals(Christine M. Piotrowski,1992).

In our case here our marketing plan is based on T.G.I Friday’s “(often shortened to “Friday’s” in most countries, and stylized “FRiDAY’S”, or “T.G.I.’s” in the United Kingdom) and it’s an American restaurant chain focusing on casual dining, with over 1000 restaurants in over 51 countries. The company is a unit of the Carlson Companies. Its name is taken from the expression TGIF. The company asserts that it stands for “Thank Goodness It’s Friday””(T.G.I Friday’s)

And it takes as A mission the following: “Our Credo A culture of inclusion through respect, caring, fairness, and understanding by Leadership that deserves responsible, committed, positive, and trustworthy Team Members. Our Promise Every Guest Leaves Happy Our Guiding Principles Whatever we do, we do with Integrity” (TGI FRIDAY’S MISSION) Our goal is to become the only choice in the restaurant market, while the “man” is the key to Our success, including Our customers, employees, vendors, neighbors and investors. TGI Friday’s commitment is to treat these people with respect, empathy, care. Our goal is to become the world’s top full service catering business. To achieve this goal, we insist in Our work: to do the best and seek to exceed the expectations of each others.

2. Macro Environnement (SLEPT) Social Environment The customers comes to T.G.I Friday’s restaurants already having an expectation of what their dining experience will be like. We plan to continue to meet and exceed those expectations. As the costumers only ask for the quality of the restaurant the professionalism of the waiter, the restaurant will have the same novel look and it will feel as any other T.G.I Friday’s restaurant in the world that will continue to offer that amazing and worm “American” atmosphere .

Legal Environment There are several requirements to open a restaurant in morocco. Like for exemple, The Department of Health has to be contacted to obtain the necessary Food Service Licenses. The licenses will only be issued by the government after the restaurant has been fully inspected and all that requirements for a restaurant are met. Another example is Liquor service licenses, they also have to be obtained from the government. And since Morocco does not allow restaurant to serve beer, wine and liquor to Muslims, that should be a little bit difficult (Ouvrir un restaurant au Maroc, 2011).

Economic Environment As we all know, that since after the economic’s downturn the country’s leading economic indicators has been getting better, that only shows that with the economy recovering, more and more people dare to go out and spend money. We should not forget that the restauration sectore has a big role in the growth of the economy as well, as it helps the local economic situation by creating more and more local jobs by bringing more job opportunities into the local area.

Technological Environment Ordering system Friday’s promoted ordering equipment, and no longer have to manually write a single order . Ordering systems in the shop are very useful. Ordering system for food and beverage industry is the emergence of a blessing, not only we can control the accuracy of records. Be it is also very convenient as the order goes straith to the kitchen and immediately after a short waiting time, the meals and/or bevarages are served.

Internet In the present time, networks are an essential tools. There are powerful social networking sites such as: community sites, food networks, dating sites. these are essential tools for a powerful marketing, it can be good idea to pass through these internet tools so that all people in Morocco know more about TGI Friday’s since the information on the net tend to spread quickly.