Marketing Plan

Executive summary

Giant soft drink company Coca-Cola has come under intense scrutiny by the investors due to its inability to effectively carry out its marketing program. Consequently it is seeking the help of new Marketing Company to develop a professional marketing plan which will help the business to achieve its objectives more effectively and efficiently, and regain their iron fist supremacy on the soft drink industry. When establishing a new marketing plan every aspect of the marketing plan must be critically examined and thoroughly researched. This consists of following four major areas:

• Situation Analysis
• Marketing Objectives Market Strategies
• Implementation,
• Evaluation, Monitoring and Control

Once Coca-Cola will have carefully analyzed these areas and have examined the industry in general the most suitable marketing strategies will be selected and ‘external threats and opportunities’ will be monitored and internal efficiency will be revised accordingly.

Situation analysis

History of the product/brand

The organization that we have selected is The Coca-Cola Company which is “the largest manufacturer, distributor and marketer of soft drinks in the world” (The Coca Cola Company 2007, 2006 Annual Report on Form 10-K).

The company offers over 400 products/brands in more than 200 countries (The Coca Cola Company 2007, 2006 Annual Report on Form 10-K). The product selected is their soft drink called Coca-Cola. Their mission statement and vision are given below: Mission everything we do is inspired by our enduring mission:

• To Refresh the World… in body, mind, and spirit.
• To Inspire Moments of Optimism… through our brands and our actions.
• To Create Value and Make a Difference… everywhere we engage.

Vision

To achieve sustainable growth, we have established a vision with clear goals.

• Profit: Maximizing return to shareowners while being mindful of our overall responsibilities.
• People: Being a great place to work where people are inspired to be the best they can be.
• Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples’ desires and needs.
• Partners: Nurturing a winning network of partners and building mutual loyalty.
• Planet: Being a responsible global citizen that makes a difference.

Market analysis

Changes occurring in the organization’s macro- and micro environments have revealed a number of risk factors that have an influence on Coca Colas business, sales and consumer acceptance. Firstly, increased awareness about health issues has given rise to obesity concerns in relation to the consumption of Coca Cola (The Coca Cola Company 2007, 2006 Annual Report on Form 10-K). This may reduce the product’s demand. Secondly, water which is a major ingredient of Coca-Cola is becoming a scarce commodity and its quality is deteriorating due to pollution etc.

This can increase the products production costs. Thirdly, a major portion (approximately 83 % in 2006) of The Coca Cola Company’s business comes from its bottling partners to whom it sells its concentrates and syrups. Consequently, maintaining good relations with the bottling partners is essential for the business. The bottling partners financial situation also affects Coca Colas business.

Increase in cost of energy(electricity, natural gas etc) and raw materials(high fructose corn syrup, sucrose etc) can have a negative impact on the product’s profits. Unfavorable political and economic conditions in the local as well as international markets can have an adverse effect on the company’s profits . Unfavorable weather conditions like unusually long spells of winter cold can decrease the demand for the product.

Product evaluation

Product Life cycle

The product life cycle comprises of five stages: product development, introduction, growth, maturity and decline (Kotler et al. 2006, p. 314). Coca-Cola is currently in the maturity stage, which is evidenced primarily by the fact that they have a large, loyal group of stable customers. In this regard, Coke has the advantage of it’s establishment of a strong brand name. Furthermore, cost management, product differentiation and marketing have become more important as growth slows and market share becomes the key determinant of profitability.

SWOT Analysis

SWOT stands for Strengths Weakness Opportunities Threats. SWOT analysis is a technique that consists of examining the current activities of the organization- its Strengths and Weakness- and then using this and external research data to set out the Opportunities and Threats that exist.

Strengths

• Coca-Cola has been a vital part of world culture for a very long time.
• The product’s image is loaded with over-romanticizing which has not failed to move people.
• The Coca-Cola image is displayed on a variety of items like T-shirts, hats etc.
• This extremely powerful branding is one of Coca-Cola’s greatest strengths.
• Enjoyed more than 685 million times a day around the world Coca-Cola stands as a simple, yet powerful symbol of quality and enjoyment” (Allen, 1995).
• Coca Cola enjoys a large amount of customer acceptance as compared to it’s main competitors (The Coca Cola Company 2007, 2006 Annual Report on Form 10-K).
• Coca-Cola’s bottling system is also one of their main strengths. It enables them to conduct business on a global scale and at the same time maintain a local approach.
• The bottling companies are locally owned and operated by independent business people who have been authorized to sell products of the Coca-Cola Company.
• Coca Cola does not have outright ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers (The Coca Cola Company 2007, 2006 Annual Report on Form 10-K).

Weaknesses

• Weaknesses for any business need to be both reduced and monitored in order to effectively achieve productivity and efficiency in their business. This applies to Coke as well.
• Although domestic business as well as many international markets are prospering (volumes in Latin America were up 12%), Coca-Cola has recently reported some “declines in unit case volumes in Indonesia and Thailand due to reduced consumer purchasing power.
• According to an article in Fortune magazine, “In Japan, unit case sales fell 3% in the second quarter [of 1998]… scary because while Japan generates around 5% of worldwide volume, it contributes three times as much to profits. Latin America, Southeast Asia, and Japan account for about 35% of Coke’s volume and none of these markets are performing to expectation.
• Coca-Cola on the other side has adverse effects on the teeth which causes health concerns among the consumers. It also has got sugar due to which continuous or excessive drinking of Coca-Cola can cause health problems like diabetes.

Opportunities

• Brand recognition is a vital factor affecting Coke’s competitive position.
• Coca-Cola’s brand name and reputation is well known across 94% of the globe.
• The major issue over the past few years has been to get this brand name introduced to as many emerging markets as possible.
• Changes in packaging have also affected sales and industry positioning, but on the whole the public has remained unaffected by the launch of new products.
• Coca-Cola’s bottling system enhances the company’s prospects of growth opportunities around the world.
• This strategy gives Coke the opportunity to serve a large and diverse geographic market.

Threats

• At present, the threat of new competitors in the carbonated soft drink industry is not very substantial.
• On the other hand, the threat of substitutes is a very possible threat.
• The soft drink industry has a strong hold, but consumers have a lot of options available to them.
• Possible substitutes that continuously put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate.
• This pressure has increased a lot during the last few years owing to increased health awareness.
• Even though Coca-Cola and Pepsi control nearly 40% of the entire beverage market, health concerns can adversely influence product demand. Of course, both Coke and Pepsi have already diversified into these markets, allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market.
• Consumer buying power is another key threat in the industry.
• The rivalry between Pepsi and Coke has produced a very slow moving industry in which management must be sensitive to and timely respond to the changing attitudes and demands of their consumers or risk losing market share to the competition.

Competitor analysis

Coca Cola competes in the non-alcoholic beverages segment with various firms including PepsiCo Inc, Nestle, Cadbury Schweppes plc, Groupe Danone, Kraft Foods Inc etc (The Coca Cola Company 2007, 2006 Annual Report on Form 10-K). Specific beverages that Coca Cola competes with in Pakistan include Pepsi, RC Cola, Makka Cola and Amrat Cola. Competitive forces affecting Coca Cola’s business include pricing, advertising, product promotion programs, innovative ideas, production techniques, bottling, brand and trademark development and protection (The Coca Cola Company 2007, 2006 Annual Report on Form 10-K).

Marketing objectives

The marketing objectives section will indicate targets to be achieved across several marketing decision areas. The purposes of objectives include:

• To enable a company to control its marketing plan
• To help to motivate individuals and teams to reach a common goal
• To provide an agreed, consistent focus for all functions of an organization.

Coca Cola Marketing Objectives

• The goals and objectives that are set by the company are firstly to put the Coke the Classic segment back on the growth path.
• In terms of volume, the company wanted to sell 8 million 8 oz. cases and by the end of the previous year the company had actually sold 7 million cases, but the target was 6 million 8 oz cases.
• The distribution goal is to achieve 40% numeric Distribution within 4 weeks of re-launch, currently it is 35. 55%.
• And in terms of share, the goal was to get and regain 65% of market within one year. Currently it is 60% of the market share.
• The recent performance of the business unit has been impressive and the company wants the coming years to be even more beneficial.
• To survive the current market war between competitors
• To increase the size of the worldwide Coca Cola enterprise by 20%, currently it is 10%.
• To increase awareness of the product on the market by increasing advertising.
• To achieve a 30% return on capital employed by August next year, current return on capital is at 20%.

Marketing strategies

Selecting target market

Target Market is defined as “A set of buyers haring common needs or characteristics that the company decides to serve”. Once the situation analysis has completed, and the marketing objectives determined then the company’s attention turns towards the target market. As we know that the soft drink market is very large, and a product cannot be for all the people, so the company must choose which of the market segments have the greatest potential for its products. The target market is where Coca-Cola focuses its marketing efforts as it feels this is where it will be most productive and successful.

The target market for Coca-Cola is very wide as it satisfies the needs for many different consumers, ranging from the healthy diet conscious consumers through Diet Coke to the average human through its best selling drink regular Coke. Most Coke products satisfy all age groups as it is proven that most people of different age groups consume the Coca-Cola product. This market is relatively large and is open to both genders. A marketing organization can adopt one of the three market-coverage strategies:

• Un-Differential
• Differentiated
• Concentrated

The most apparent method used by Coca Cola is with no doubt the differentiated marketing method as Coke satisfies a range of different markets. Diet coke satisfy’s the weight consciousness, regular coke, sprite, fanta, coffee, iced tea etc for average user group. Each product of beverages satisfies a particular group of people. Differentiated Marketing is defined as “A market coverage strategy in which a marketing organization decides to target several market segments and designs separate offers for each”.

Developing marketing mix

The marketing mix is probably the most crucial stage of the marketing planning process. It is also known as the 4 Ps of marketing. In 1964 Neil H. Borden published his article “The Concept of Marketing Mix” after which this term became popularized. This is where the marketing tactics for each product are determined. The marketing mix refers to the combination of the four strategies:

• Product Strategy
• Price Strategy
• Place Strategy
• Promotion Strategy

The most successful businesses have continually monitored and changed their marketing mix due to internal and external factors.

Product Strategy

A product can be defined as “Anything that can be offered to the market for attention, acquisition, use or consumption that might satisfy a want or a need. It includes physical objects, services, persons, places, organizations and ideas”. Businesses must think about products on three different levels, which are:

• The Core Product
• The actual product
• The Augmented Product

Coca Cola customers are buying a wide range of soft drinks. Consumers will buy the coke product because of the high standards and high quality of the Coca-Cola products.

The Coca-Cola also offer a help line and complaint phone service for customers who are not satisfied with the product or wish to give feedback on the products. Positioning Positioning is the process of creating, the image the product holds in the mind of consumers, relative to competing products. Coca-Cola and Franklins both make soft drinks; although Franklins may try to compete they will still be seen as lower market from Coca-Cola. Positioning helps customers understand what is unique about the products when compared with the competition.

Branding

The popularity of the brand is often the deciding factor. Over the time Coca Cola has spent millions of dollars developing and promoting their brand name, resulting in worldwide recognition. ‘Coca-Cola’ is the most recognized trademark, recognized by 94% of the world’s population. (Coca-Cola, Our Herittage)

Pricing strategy

Price is a very important factor in the marketing mix as it can affect both the supply and demand for Coca Cola. The price of Coca-Cola’s products is one of the most important factors in a customer’s decision to buy.

Price will often be the difference that will drive a customer to buy the one product over another, as long as most things are about the same. For this reason pricing strategies need to be designed with consumers and external influences in mind, in order to effectively achieve a stable balance between sales and covering the production costs. Price strategies are important to Coca Cola because the price determines the amount of sales and profit per unit sold. Businesses have to set a price that is attractive to their customers and provides the business with a good level of profit.

Long before a sale was ever made Coca Cola had developed a forecast of consumer demand at different prices which without doubt determined whether or not the product came in the market. The pricing strategy a business will use will have to focus on achieving the marketing plan’s objectives and support the positioning of the product, and take external factors such as economic conditions and competitors in to account. As customer loyalty has established with Coca-Cola, it can now slowly raise the price of its product.

There has been a severe pricing competition between Coca-Cola and Pepsi products as each company competes for customer recognition and satisfaction. Till now it appears as if Coke has come up on top, although in order to gain long term profits Coke had to sacrifice short term profits where in some cases it either went under of just broke even, but as seen it has been all for the best.

Pricing Methods

There are four major pricing approaches that can be used.

• Cost-based Approach
• Buyer-based Approach
• Competition Approach
• Relationship Approach

Over the years Coca-Cola has lost ground here in its pricing but has regained its strength as it employed the Competition-Based Pricing Method which allowed it to compete more effectively in the soft drink market. Now the Coca-Cola has become a market leader with loyal customers and some technological edge, thus the case currently with Coke, it was first the follower but through effective management has now become the leader of the market and is working towards achieving the marketing objectives of the Coca Cola. Survival in the market place, own 60 % of market share by 2007, increase further awareness of product and a return on 20% on capital are the current objectives for 2007”.

Place and distribution strategy

The place P of the marketing mix refers to distribution of the product i. e. the ways of getting the product to the market. The distribution of products starts with the producer and ends with the consumer. One key element of the Place/Distribution factor is the respective distribution channels that Coca-Cola has elected to transport and sell its product.

Selecting the most appropriate distribution channel is important, as the choice will determine sales levels and costs. The choice for a distribution channel for any business depends on numerous factors, these include:

• How far away the customers are
• The type of product being transported
• The lead times required and
• The costs associated with transport

There are four types of distribution strategies that Coca Cola could have chosen from, these are: intensive, selective, exclusive and direct distribution. It is apparent from the popularity of the Coca-Cola’s product n the market that the business in the past used the method of intensive distribution as the product is available at every possible outlet. From supermarkets to service stations to your local corner shop, anywhere you go you will find the Coca-Cola products.

Promotion strategy

In today’s competitive environment, having the right product at the right place in the right place at the right time may still not be enough to be successful. Effective communication with the target market is essential for the success of the product and business.

Promotion is the P of the marketing mix designed to inform the market about who the company is, how good the product is and where they can buy it. Promotion is also used to persuade the customers to try a new product, or buy more of an old product. The promotional strategy is the combination of personal selling, advertising, sales promotion and public relations that are used in its marketing plan. Now days as most of the target market is most likely to be exposed by media such as television, radio and magazines, Coca-Cola has used this as the main form of promotion for extensive range of products.

Although advertising is usually very expensive, it is the most effective way of letting the customers to know about Coca-Cola Products. Coca-Cola also utilizes promotions such as contests, coupons, and free samples. These activities are an effective way of getting people to give the product a check.

Evaluation, monitoring & control

The goal of the marketing plan is to outline the strategies, tactics, and programs that will make the sales goals outlined in the coke business plan a reality by the end of the season.

There are a number of Key Performance Indicators KPI’s that are needed for the measurement/evaluation of the performance they can be given as, The monthly and the annual revenue generation, then the amount of expenses incurred in a month or in a year, then the increased level of customer satisfaction and ensuring the brand loyalty. For complying with these scenarios the advertising efforts made by the company the strength of the distribution channels, the launch of the new products and the pricing will be measured. The possible increase in growth of the target market also depends on all these efforts made by coke.

The people who are responsible for the monitoring and control of the marketing plan involves, the Marketing Executives, Sales Managers, Media Managers, Market Research Departments, and the Product Managers. Some activities must be carried out for precisely and closely evaluating the effectiveness of the strategies and tactics for example the gathering and structuring of data regarding market, product, customer and the pricing trends, then the generation of daily sales report should be maintained and then in the end continuous reconfirming of the marketing budget and activities by the managers of different divisions

Financial Forecasts

Financial forecasts are predictions of future events relating strictly to expected costs and revenue costs for future years. There are five major marketing expenditures, which include research costs, product development costs, product costs, promotion costs and distribution costs. Sales force composite is the most logical method in forecasting revenue. This involves estimates from individual salespeople to sell to work out a total for the whole business. Once these costs and revenues are forecasted, management can then decide which combination of marketing mix strategies will deliver the most sales revenue at the lowest cost.

Implementing

Implementation is the process of turning plans into actions, and involves all the activities that put the marketing plan to work. Successful implementation depends on how well the business blends its people, organizational structure and company culture into a cohesive program that supports the marketing plan. For its further success, Coca Cola must impose several key changes. Production needs to be on time and meet the quota demanded from wholesalers. It must also be efficient so as not to build inventory stocks and inventory prices. The marketing needs to be motivated and knowledgeable about the product.

The forms of promotion such as advertising must be attracting and enticing to the target market to get the greatest amount of exposure possible for the product. This will ensure the success of the product in the stores. Distribution of the product must be efficient. This problem has already been taken care of with convenient transport routes to commercial areas and transport already being arranged.

Monitoring and controlling

Monitoring and controlling allows the business to check for variance in the budget and actual. This is important because it allows Coca Cola to take the necessary actions to meet the marketing objectives.

There are three tools Coca Cola should use to monitor the marketing plan. They are the following: Sales Analysis The sales analysis breaks down total business sales by market segments to identify strengths and weaknesses in the different areas of sales. Sellers of Coca Cola products vary from major retail supermarkets to small corner stores. This gives its products maximum exposure to customers at their convenience. Market Share Analysis Market share analysis compares Coca Cola’s business sales performance with that of its competitors.

Coca Cola looks to increase its market share by over 60%. With the changes Coca Cola is currently undergoing, they aim to regain an iron fist control of the market. Target market various age groups and lifestyles from high school students too universities, and male or female.

Marketing Profitability Analysis

This analysis looks at the cost side of marketing and the profitability of products, sales territories, market segments and sales people. There are three ratios to monitor marketing profitability; they are market research to sales, advertising to sales and sales representatives to sales.

The results of these three tools can help Coca Cola determine any emerging trends, such as the need for a different product. Comparing these results with actual results gives the business an idea on when to change.

Market Research

When attempting to implement a new Marketing plan a business must address its target market and conduct the relevant information to insure the new marketing plan both differs from the old and is better for the business. When conducting market research a business must first define the problem and then gather the appropriate information to solve the problem.

There are 3 types of information a business can gather to solve its problems

• Exploratory Research which clarifies the problem an d searches for ways to address it.
• Descriptive Research is used to measure and describe things like the market potential for a product and characteristics of the target market.
• Casual Research is used to test a hypothesis about a cause and effect relationship.

Coca Cola through its market research has addressed all three types of research to define the problems raised by shareholders and gathered information to serve their needs.

Factors Influencing Consumer Choice

When making decisions on products a business must look at factors that influence consumer choice such as psychological factors, Socio-Cultural factors, Economic factors and Government Factors.

• Psychological Factors: such as motivation, perception, lifestyle, personality and self concept, learning, and attitudes influence the consumer’s behavior towards a product and Coca Cola has addressed this issue by introducing Diet Coke to satisfy health conscious lifestyles.
• Socio-Cultural factors: such as culture, subculture, socio-economic status, family and reference groups influence the consumer’s behavior towards a product.
• Economic factors: such as Disposable income and discretionary income. Coca Cola has addressed this side of the influence by maintaining a low price on the price of its products.
• Government Factors: such as new regulations, inflation, interest rates all influence consumer spending and choice.

References

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Furthermore, Cupcake Delight will venture the desserts industry in the whole Philippines with its mission of delivering palatable and affordable products. Values Cupcake Delight is also designed to improve and enhance the values rooted from its creation. It believes that these values will be an essential part of its success. These include the areas of organization, human, society, economy, and politics. Organizational Values * Total quality management * Continuous innovation of the products * Integrity and priority of work and performance * Teamwork * Proper orientation to the customers

Human Values * Safety and honesty of the workers * Freedom for initiative of employees * Development of skills of the bakers and employees * Career growth * Resourcefulness in every situation Social Values * Corporate social responsibility * Think green, do green * Respect for cultural diversity, minorities, and majorities Economic Values * Responsive to the trends in the economy * Harmony in the allocation of all forms of resources Cupcake Bouquet Marketing Plan By Gretchen * Adherence of laws and policies * Appropriate use of freedom of expression * Advocate for peace and order

Goals Cupcake Delight intends to be in the right direction and to keep on the right track. To accomplish this, it furnishes its goals for the company. * To introduce an innovation of cupcakes to the market and to advertise them effectively * To establish a connection, value, and loyalty to the customers * To promote the cupcake bouquet, Beefcake, as one of the best gifts for any occasions IIThe target market of Cupcake Delight feature product, Beefcake, is the male. A total of 76% are willing to spend their money compared to the female with the total of 75%.

There is a very little difference but it is great to target the males since they are the most appropriate customers who will spend their money to buy present for their significant others. Beefcake is a supreme and delightful gift in this kind of romantic relationship. In addition, Beefcake is not Just limited as a gift for sweethearts but can also be a present for people celebrating special events in their lives. It is best for individuals celebrating their birthdays, commemorating their anniversaries, rejoicing their graduation, remembering special days like teacher, mother and father’s day, children’s party and among others.

These occasions somewhat require gifts; the 75% female can be the customers for these. Ill. MARKETING NEEDS OR TRENDS The cupcake bouquet, Beefcake, has a 79% demand in the market. The percentage of demand is based on the survey question whether the respondents are willing to spend their money to purchase the product. Out the 200 respondents, 1 58 answered yes. This demand can give anticipation that the product will be likely accepted by the market when introduced. A 79% is a good figure to start presenting a product that is something new to the market. Almost three fourths are willing to buy though roughly 7. % have already seen a product in resemblance to the Beefcake. Cupcakes are no longer different and new in the eyes and tastes of the customers but Beefcake which is innovated from this common product has still a demand in the market. It can be furtherer explained because 81% is fond of eating sweets. Therefore, when Beefcake is strategically introduced and advertised, the 79% market demand can equal the 81% of people who like sweets. Cupcake Stores are growing in the Dave Region. Recently, the Jonathans Cupcake which has a shop at Areola Street had its branch in the SMS Lang Premier where expanding its branches at cities outside Dave.

A group of students also entered the cupcake business Just this year. It is evident that there is a trend in cupcake business. The challenge is how to make the product attractive and unique from others. These cupcake stores offer varieties of flavors and customization of designs. However, Beefcake differentiates from these because of its feature and physique. This keeps up the Beefcake with the current trend in the market. In addition, Beefcake is not Just for satisfying hunger but can also be a present for loved ones especially during special occasions. 93. % stated that Beefcake is a good gift for those special events. ‘V.

INTRODUCTION Perhaps one of the most commonly traded commodities, one of the most closely monitored and understandably one of the products revered with much affection. Coffee has been an integral part of the Filipino’s life. Coffee, along with sugar and rice, is probably found in every household in the Philippines regardless of socio-economic status. Coffee has been made synonymous with morning rituals, afternoon breaks and hospitality, it would never do to run out of the deep brown brew especially when company was around.

Very recently, another image of coffee was introduced into the minds of Filipinos. Coffee as a social symbol. This trend was induced by the proliferation of coffee shops where people can buy coffee and consume it in an atmosphere optimized for its ultimate enjoyment. These coffee shops have become the new temples and common houses for the public, mixing the strong brew with a hodge-podge of different sensory experiences and good vibes. This paper concentrates on the conduct of one such coffee shop.

One that was the first of its kind in the South, providing for the citizens of Cebu a coffee experience akin to that abroad. Coffee Centrale, The Bean Co. Inc. , more commonly known as “Bo’s Coffee Club,” has recently set its sights on the NCR market after a successful seven-year run in the Visayas-Mindanao region. The Paper seeks to provide a bold and aggressive Marketing Plan to help the company spread its wings and assert itself as a significant player in an industry dominated by foreign franchises.

The Paper is based on a Usage, Attitude and Image study to better understand what exactly people find appealing in their choice of coffee shops. It is complemented by research that is ensured accurate and up-to-date to glean valuable insight into the lives and perspectives of the target market. The researchers advise strategies shown in this Paper based on current research and careful analysis. Detailed action plans will then be presented, outlining how each of these operational strategies can be fulfilled with the greatest positive financial and competitive benefit to the subject firm.

Plant based PET bottles can also be recycled with regular PET plastic bottles. Responsible Water Sourcing Pepsi is using the newest technologies to reduce water use in the bottling plants. PepsiCo will also purify wastewater and return it to the local water supply. PepsiCo will also clean its bottles with purified air instead of water further reducing its water footprint. Natural Ingredients Pepsi Green will use natural cane sugar and adopt the Bouncer Standard, which measures the social and environmental impact of the production and primary recessing of sugar cane.

Executive Summary Meredith Burns PepsiCo has been producing a wide variety of beverages and snack foods since its founding in the late sass’s as a soft-drink company named Pepsi-cola. PepsiCo is not just soda pop. Since Pepsi-Cola’s merger with Frito Lay in 1965, PepsiCo has strives to offer quality snack and beverage products worldwide. The snack and beverage market is more diversified and plentiful than ever. There are a plethora of choices one can make, from the tried and true to new, exotic and adventurous tastes for anyone to try. At PepsiCo, we strive to meet the demands of our customers.

We are constantly improving our brand, by investing in research and products that not only offer new and unique choices to the consumer, but also care for our precious natural resources and environment. We offer our customer new and exciting choices, but we nave time-tested staples that our customers rely on, not only tort their quail sentimental value as well. Superior quality and trust in us as a company will move us ahead in reaching our goals. PepsiCo states in its Business Objective that it wants to lead the world in beverage and snack sales.

We strive to continue to develop our rand recognition worldwide, as well as become an industry leader in environmentally sound practices. While PepsiCo desires to be a global sales leader, our current focus will be on our U. S. Target Market. As we move forward, our target market will be young people and their educational institutions. PepsiCo sees great potential in marketing to people ages 13 to 26. This population has money in their pockets, and utilizes retail stores, vending machines, school cafeterias, and athletic venues. The youth of the U. S. Have a great sensitivity to environmental concerns and overall health and well-being.

Offering a greater variety of health-conscious snacks and beverages, as well as conducting business in an environmentally responsible fashion resonate with this target market. In order to appeal to PepsiCo target market, we have expanded our Product to those beyond soda. Beverages such as Taco, Sobs, Dole, Naked and Aquifer bottled water (among many others) have solidified PepsiCo as a beverage leader and innovator. Our target market will often choose these popular, healthier drinks over sodas. Along with beverages, PepsiCo offers a wide variety of snack foods that appeal to the busy young person.

From Chests, Frito, Doris and Grandma’s Cookies to Smallwood Popcorn and Quaker Oatmeal, we offer a plethora of choices. Classic and fun, to healthy and low-cal, there is something to appeal to all tastes in treats. The way PepsiCo reaches our consumers means we need to get the product to the right Place. PepsiCo employs the most cost-effective possible that correspond to where the products are being sold. From delivering directly to retailers, to selling to third-party distributors who stock vending machines, we aim to get the right product to the right place at the right time.

Once the product is in place, the price must reflect what the customer will consider a good value. Marketing management will decide what price to sell each product at, ensuring that the price is suitable for the geographic area, and that the customer will consider the product to be a product of quality, yet not too exorbitant. Along with choosing appropriate pricing, PepsiCo must decide how to promote the products. The company relies heavily on advertising to the target market, using mass media and especially television. Celebrities who resonate with the target market are often very effective in product promotion.

Taking a look at PepsiCo S. W. O. T. Analysis, we can get a feel for where PepsiCo is positioned to successfully move forward. We can also find areas for product improvement, as well as create solutions for potential problems and pitfalls facing the brand. Among PepsiCo strengths are brand recognition and loyalty, as well as product diversification. The company can build on these strengths to confidently introduce into the market that are innovative and health-conscious. PepsiCo will also continue to grow our in commitment in environmentally responsible manufacturing.

Challenges facing the company are varied, not insurmountable. PepsiCo has had problems with employee/management relations, and discrimination. There have also been some marketing issues, including controversial ads and poor logo redesign. PepsiCo will need to make sure it gains control over the image it wants to portray to its target market, stay on top of PR issues, and ensure that there is no over-reliance on any single retail o e Business Mission and Objectives Isabel Gonzalez Pepsi Co is an internationally known company for soft drinks.

Pepsi is a carbonated soft drink and a product of PepsiCo. The Drink was invented in the in the summer of 1898 by a young pharmacist named Caleb Abraham. As demand increased for his product with a positive response from clients, he made the decision to launch the Pepsi-Cola Company from the back room of his pharmacy. He sold the drink in his pharmacy praising his product as an exhilarating, invigorating, product that aided indigestion, or could be used as cough medicine. He had seventeen years of success.

Those years of success changed at the turn on WWW as the ingredients needed to make the product became unaffordable forcing Abraham to go bankrupt. Candy manufacturer and president of Loft incorporated, Charles G. Guts, changed the luck of the company assuring its success back into the market. During the early years of its development, Pepsi began selling its 12-ounce bottle in 1934 for only five cents, when all of his competitors sold their product for the same price, but 6-ounces less. The price of the bottle has changed throughout the years.

Currently, the price for a 12-ounce bottle now varies from $1. 29 to $2:00 depending on where the product is being purchased. Price is not the only thing that has changed through the years; its racketing techniques, products, logo, slogans, mission, and vision have changed in order to be adaptable to the changing environments it competes. The company has created many other products aside from Pepsi but gained popularity with Pepsi. PepsiCo mission vows to conserve its past, present, and future.

Mission “Our mission is to be the world’s premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity. “(PepsiCo. Com) PepsiCo wants to become the premier consumer beverage product in the world, a big seller of carbonated drinks, as well as a source that meets societies needs.

In order to meet societies needs; it is involved in addressing the issues of the environments in the societies it interacts or operates, in order to operate compete and control the value for its shareholders. Their Vision: “Pepsi CO’s Responsibility is to continually improve all aspects of the world in which we operate-environment, social, economy, creating a better tomorrow than today. “(PepsiCo. Com) They strive to provide programs in which it assumes responsibilities to better the environment and society they interact with, while keeping a commitment to create value in its shareholders by making the company more sustainable.

Their purpose is to leave a good affirmative image on society while engaging and dedicating themselves to deliver “performance with a purpose” (PepsiCo. Com) The objectives of the company are: 1 . To adapt it’s self to the changing environment of society and environmental doctors. 2 To aim towards developing a way to recognize any under tapped market to cake away market shares from their competitors and increase their profits. 3. Makes great efforts and works hard to maintain a strong image of the company and product name brands such as Pepsi internationally and nationally.

Its products, like Pepsi, are developed to be adaptable by the market in which they plan to operate. 4. To aim for innovative and creative ways to expand its markets. Situation Analysis – SOOT Shasta Erickson Company background Name PepsiCo Inc. Industries served Beverages, Food Geographic areas served Worldwide Headquarters U. S. Current CEO Indri Onion Revenue $ 66. 504 billion (2011) Profit $ 6. 462 billion (2011) Employees 297,000 Main Competitors The Coca-Cola Company, Dry Pepper Snapped Group, Inc. , Mondale International, Inc. , Hansen Natural Corporation, National Beverage Corp.. Kraft Foods Inc. , The Kellogg Company, Contra Foods, Inc. , Nestle S. A. And others. Strengths Diversification Brand Pop Brand Loyalty Industry Recognition Weaknesses Employee Relations Marketing Misfires sad PR Overconfidence on Wall-Mart/Cam’s Opportunities Capitalize on Trend Toward Healthier snacks and Drinks Growth in Emerging Markets Environmental Sustainability Reinvention Threats Overall Decline in SD Sales Legislation Ingredient-conscious Consumers Pepsico STRENGTHS Diversification – The US per capita carbonated soft drink (SD) consumption for 2012 was 42. Gallons. This represents a steady decrease, down over 10 gallons per person since 2005. As the (SD) market continues to decline, Pepsi-Cola brands is well-positioned with products such as Sobs beverages, Propel, Aquifer, Struck ready-to-drink beverages, Brisk and Lipton teas . Pepsico generates approximately 25% of its total revenue from Cads while its primary competitor, Coke, sees 60% of its revenue from SD sales. Brand Portfolio – In addition to Pepsi-Cola brands, the Pepsico umbrella also encompasses Frito-Lay, Tropical, Quaker, and Storage Brands.

This array of products reaches into every market from snack foods, to dinner table items, health conscious foods and Juices. These brands are distributed internationally, increasing market share. Brand Loyalty – in 2011, three of PepsiCo newest brands (Diet Met. Dew, Brisk Tea, Struck Ready-to-Drink coffees) each grew to 1 billion in annual sales. This gives Pepsico a total of 22 billion dollar brands which is an increase of 100% since 2000. These mega brands include: Pepsi, Lays, Met.

Dew, Storage, Tropical, Diet Pepsi, 7-JP, Doris, Quaker Foods, Chests, Miranda, Lipton Ready-to-Drink, Ruffles, Dittos, Pessimism, Brisk, Sierra Mist, Frito, Diet Met. Dew, Struck Ready-to-Drink, Walkers Industry Recognition – 2011 awards include: DOD Jones Sustainability Index – New Superstore Leader for Food & Beverage Maintained Beverage Sector Leadership Fortune’s World’s Most Admired Companies Fast Company’s 50 Most Innovative Companies Barons’ World’s Most Respected Companies Disperser’s World’s Most Ethical Companies Black Enterprise’s Best 40 Companies for Diversity

Latin Style Magazine’s 50 Best Companies for Latinist to work for in the US Working Mother’s Best Companies for Multicultural Women WEAKNESSES Employee Relations – In 2012, PepsiCo changed the screening criteria for employment, which eliminated applicants with arrest records from consideration. This resulted in over 300 black applicants not being hired, and they subsequently sued the company. Shortly thereafter, PepsiCo announced that it would be laying off 8,700 employees (3%) worldwide while simultaneously increasing the marketing budget by $600 million and giving a “golden parachute” to retiring CEO Misaims

Damper who had been at the helm during several failed campaigns. While layoffs were happening, KICK accounts of existing employees were cut. Marketing Misfires – From controversial celebrity endorsements resulting in pulled ads, to ad campaigns resulting in uproars over racial insensitivity and eating disorders, too $1 million dollar redesigned logo that was too similar to President Beam’s election campaign logo, PepsiCo has failed at marketing their main product, Pepsi, time and again.

Further, the company decided to take the $20 million that it would have spent on articulation in the 2010 Super Bowl, and put it into the non-revenue generating Pepsi Refresh Project. This attempt at reinvention and brand building ultimately cost PepsiCo a 6% loss in sales and an incalculable amount of promotion as Coke went on to sponsor the Super Bowl alone. Bad PR – PepsiCo has seen a number of incidents that question the products’ safety and quality.

There were syringes found in Pepsi cans, a rumored mouse that had been found (and dissolved in) in a Mountain Dew bottle, and more recently accusations of predominated vegetable oil in Storage. Whether true or not, whether the fault of the company or not, bad publicity can intact irreparable damage to the company’s image. PepsiCo NAS also been faulted with selling bottled water that is filled with what equates to tap water while marketing the bottles with pictures of mountains on them. This could be construed as deceptive. Overconfidence on Wall-Mart/Cam’s – In 2011 Wall-Mart/ Cam’s represented 11% of PepsiCo total revenue.

Their top 5 retail customers represented 30% of their North American sales with Wall-Mart/Cam’s coming in at 18%. If customer attitudes shift, or if the relationship were to deteriorate, this would represent a massive loss to the company. OPPORTUNITIES Capitalize on Trend Toward Healthier snacks and Drinks – PepsiCo has already agreed to remove sugary drinks from schools. Primary schools will only be served water, low fat or non-fat milk, or Juice with no sugar added. Secondary schools will also have the choice of diet drinks and Storage.

Since PepsiCo already has a larger market share than Coca-Cola in the non-SD category, so the opportunity should not be lost to continue to increase market share. Growth in Emerging Markets – PepsiCo has a much smaller global presence than its main rival, Coca-Cola. However, PepsiCo as made efforts to expand in this area by offering products and flavors geared toward local palates. For example, Lays Pickled Cucumber potato chips in Russia, Tropical Pulp Sacs Juice drinks in China, and Tropical Fruit sparkling fruit drinks in Saudi Arabia. This type of global expansion needs to continue by both acquiring and developing new markets.

Environmental Sustainability – Water scarcity is becoming an increasing obstacle. PepsiCo can seize the opportunity to find ways to conserve and/or reuse water. It should also be mindful about pollution and its carbon footprint. Continued research into plant-based recyclable containers is imperative. PepsiCo recently rolled out North America’s largest fleet of all-electric trucks, making great strides in the right direction. Reinvention – After several serious marketing failures, PepsiCo needs to reinvent itself. Rather than focusing only on the teen market, it should expand its market reach additional demographic groups.

The Pepsi Pulse and the mi Pepsi social media sites have started down this path. However, social media will still only primarily reach the younger groups of consumers. Pepsin’s real opportunity is not with the launch of the gimmicky Mountain Dew Kickstand, which is marketed as a soda for the morning. Pepsi needs to find the product that speaks to the more mature consumers who are more health conscious and may want more meaningful nutrition. THREATS Overall Decline in SD Sales -Coca-Cola holds the majority of the market share of the carbonated soft drink sales with strong brand loyalty.

As SD sales continue to decline, capturing these consumers will become even more important. Legislation – The federal government as well as many cities and local municipalities are considering a soft drink tax in an attempt to fight obesity, diabetes and other health risks associated with sugary snacks and drinks. New York City has even further enacted a ban on “Supervised” fountain drinks. Along the lines of the “sin taxes” on items like cigarettes and alcohols, these proposed “sugar” or “fat” taxes put monetary value on consumers’ every day choices.

This could encourage consumers to make healthier choices and ultimately hurt sales. Ingredient-conscious Consumers – Once considered rare, food allergens have become a focus of many consumers and food manufacturers are responding by changing or expanding their product lines to accommodate them. In addition, artificial sweeteners and other ingredients found in soft drinks have been shown to cause cancer. Pepsi has already reformulated a product to avoid legal requirements to disclose negative information on their product labels. PepsiCo should consider reformulation for overall health benefits rather than just labeling convenience.

PepsiCo – One of the biggest threats to PepsiCo is PepsiCo itself. The snack food division of PepsiCo, sold under Frito-Lay is far more profitable than the flagship Pepsi. During the health conscious movement, PepsiCo Jumped on board with the trend. They made the decision to put more money into marketing Frito-Lay, increasing its budget by 35%. At the same time, the already struggling Pepsin’s marketing budget was reduced by 50%, having a centralization effect. If Pepsi is to survive as a brand, PepsiCo will have to find a way to successfully market the product, which will require a significant investment.

INDUSTRY ANALYSIS The US soft drink industry is made up of six main segments, which include Carbonated Soft Drinks, Fruit Beverages, Bottled Waters, Functional Beverages, Sports Drinks, and “Other” drinks. 3 companies account for 66% of the total market share: Coca-Cola, PepsiCo, Inc. , and Dry. Pepper Snapped Group. The remaining 36% is comprised of a combination of smaller manufacturers. Soft drink manufacturing is a $47. 2 billion industry in the US, with an annual growth rate of 1. 8%. The major market segments are: Carbonated Soft Drinks Top Brands are Coca-Cola, Pepsi, Mountain Dew, and Dry.

Pepper Fruit Beverages Top Brands are Tropical and Minute Maid Bottled Waters (includes bottled spring and filtered water and vitamin enhanced) Top Brands are Aquifer, Disdain, Glace Vitamin water, and Propel Functional Beverages (includes energy/relaxation drinks, ready-to-drink teas and coffees) Top brands are Red Bull, Monster Energy, Arizona, Lipton, Snapped, and Nested Sports Drinks Top Brand is Storage Other Drinks (includes ice manufacturing, dairy-based drinks, and soy-based drinks) Supermarkets and general merchandisers represent the largest channel to distribution and account for 48% of the market.

Other distribution channels are Food Service Operations, Convenience Stores and Gas Stations, Vending Machine Operations, Other outlets such as drug stores, private clubs, and Exports. Industry Challenges One of the biggest challenges to the soft drink industry is the increasing awareness of health-conscious issues. The quality of ingredients is crucial to long-term success. Non-traditional ingredients will also become a factor as consumers look for natural colors and flavors. Industry experts predict that US tastes will follow Europe where Sprite and Nested have both already seen a reformulation with a 30% sugar reduction.

Where Steven has become a popular sugar alternative, other sources such as Monk Fruit will become increasingly popular. Looking Forward What consumers should expect to see from the beverage industry in the coming years are sustainable packaging with the rise on non-petroleum based single-serve containers, embracement of green thinking and business practices, including more social programs and support for producers in the wake of climatic change, more integrity in “Fair Trade” and “Certified Sustainable” labels.

Better labeling will provide clearer, more concise information including country of origin on every ingredient. There will be more accurate and consistent fact panels on each product. Marketing trends will continue to move away from being directed at children, and will be updated to satisfy consumers looking for a more healthful and environmentally responsible life. Target Market Strategy Austin Golden The Pepsi Bottling Group manufactures, distributes, and delivers a wide-variety of rodents that may interest many different markets.

With brands like Frito Lay, the maker off variety of potato chips and other snacks. Tropical, the maker off variety of Juice drinks. Quaker, the maker off variety of cereals and other food products, and Storage, the maker of sports drinks. PepsiCo is able to create a marketing mix with a target market that involves an abundance of different groups. Geographically PepsiCo target market is world wide, offering their products in many different nations; PepsiCo is able to spread its product line to all people.

This rates a larger target then most companies, but with the size of PepsiCo and the amount of products they offer it only increases the products they are able to sale. But with the number of products that other countries offer the U. S. Marketplace is the most viable and comfortable geographical location at this time. Within this marketplace PepsiCo will focus on the thousands of High schools, Universities, and other higher education institutions. These educational structures house millions students between the ages of 13 and 26 that usually consume more then one PepsiCo product per day. These institutions also usually have vending

Jan has been a makeup artist for over 12 years, only Just recently finding her passion to bring her outstanding makeovers to others. Jan has always had an eye for perfection, a talent for bringing tatty to the face, and a passion for inspiring others to see their own beauty. Jan became a certified international makeup artist in 2007, and since has had the opportunity to bring her talent to others in various settings.

From bridal makeup, to catalog makeup, makeup for a female football league, personal photo sessions, and home makeover parties; Jan has done it all. Makeup by Jan is based in Naperville, Illinois but is a mobile business. Its home business area is Chicago and surrounding suburbs. There are several “freelance” makeup artists in the area but most focus on the fashion industry and are based in Integrated Marketing Plan By anaconda experience in the fashion world with models, the focus of her brand is to help bring out the beauty in the “average” woman.

Her goal is to make every woman feel their best and bring out their inner beauty through enhancing the outer package. Currently, the typical customer for Makeup by Ganja’s services is the woman between the ages of 21-40, middle income, and looking to obtain services for some type of special event, or to learn tips and tricks to feel more beautiful on a day-to day basis without spending 30 minutes or more in front of the mirror. About 25% of the nonuser is the latter, wanting to learn how to do their makeup on their own in a better manner. 5% of the women who come to Makeup by Jan for services are looking to feel pampered and more beautiful than they would on a day-to-day basis for either their wedding, a special evening out, a social event, or a photo shoot. As of today the company does not have a set and planned promotional program. Current ways of advertising are word of mouth, social media, and verbal marketing by Jan. Ganja’s friends, family, and past clients do refer new clients, and about 50% of the company business is by word of mouth. Social media is used via a business page on Backbone, and pictures of makeup clients on Mainstream.

Verbal marketing occurs when Jan meets someone new, or happens to engage in a conversation with people about makeup, where she informs of her services and refers clients to her Backbone page for her portfolio. The most desirable goal to achieve through this marketing plan is to find more methods of mainstream advertising, and to finally have a website launched to direct potential clients to view.

Integrated Marketing Campaign

The biggest and most important objective of this MIMIC campaign for Makeup by Jan is o brand the company, launch the company, and gain a large amount of exposure.

A few other strategic goals and objectives are expected to be obtained during this campaign time:

Corporate Growth Objectives

1. Grow earnings by at least 5 percent each year
2. Boost sales by at least $10,000 over the next two years
3. Launch company website
4. Become one of the top providers of mobile makeup services in the Chicago area
5. Create a brand image
6. Promote the brand image and raise public awareness

Communication Objectives

1. Launch website
2. Gain traffic to the website
3. Increase word-of-mouth marketing Increase social media activity
4. Create promotional materials and specials

In order to successfully achieve these goals, a SOOT analysis has been performed to assess the company:

1. Strengths
2. Weaknesses
3. Internal Forces
4. Personalized service
5. Only one employee
6. Expert skill level
7. Part-time business
8. Marketing

Advertising And Marketing Campaign

The advertising plan for Makeup by Jan will be focused on three main components. These components are all meant to achieve a true “launch” of the company, since currently the company operates in a very small market and client base. The plan is for the company to become more familiar within the Chicago land area. The brand will be easily recognizable, the logo will stand out to potential customers, and the beauty of the makeup work will shine through to customers. The message conveyed to customers will be one of professional, flawless, and unique makeup services.

Makeup by Jan likes to tailor the makeup experience to each customer. Typically a custom experience includes a survey of customer’s skin, asking the desired look, and working diligently to achieve a perfect look for the individual. Many women like to bring a photo of makeup looks they’ve seen, and Jan either re-creates the look, or uses the look for inspiration to deliver the exact vision of the customer. The custom servicing will show within the advertising campaign, and customer testimonials will be a part of the strategy when launching the company web page. Since Makeup by Jan is a smaller company and does not currently have plans to grow on a national level, TV or radio advertising is not necessary.

The majority of focus will be to partake in bridal expos, local networking events, “girl’s nights out”, and social interaction with others in bars, clubs, beauty stores, and/or social functions with friends. Once the plan launches, the plan will be heavily promoted for about six months. During this time, promotional cards will be mailed to friends, dropped off in bridal, floral, and local businesses. The website will be promoted on social media sites, as well as easily cognizable on printed advertising mediums. An idea is to run an ad within a local magazine, called Naperville Magazine. Even though the company is mobile; home base is in Naperville, IL and Naperville is a good market to expand. The biggest challenge within this marketing campaign will be the budget. Budget for the advertising plan is low. The total budget is $1,000.

Most of the budget will be allocated for printing business cards, promotional post cards, a car window decal, and for web hosting services. Since most of the plan is heavily based on word of mouth and social media advertising, the biggest investment for Makeup by Jan will e that of time. This means the company will have to find creative and free ways to promote in addition to using the $1,000 budget. The website can be created for free, word-of-mouth will involve a small cost of printing more business cards and promotional flyers, and social media activity only requires a time investment. The company will consider advertising in the yellow pages, local newsletters, and wedding websites.

• Overview of MIMIC Promotional Mix
• Updated business cards and company logo
• Postcard flyers for 20% off first-time makeup application services
• Advertise and promote new makeup services
• Creative posts and posts with pictures of past clients on the company
• Backbone page at a minimum of 3 times per week.

Distributing business cards to family and friends to pass out to people they come in contact with. The campaign is initially thought to last for the whole year of 2013. During this time, we will gather and measure the success of the campaign. When the website is designed, it will be one that counts the number of hits to the site. New clients will be surveyed to determine how they heard about us. Local businesses where postcards and business cards are dropped off will be closely monitored to see how often they deed refills. Printing of business cards and flyers will also be another method to monitor. After the first 6 months, a bi-monthly data collection will occur to see how effective the marketing campaign was.

Direct Marketing Campaign

The objective of the direct marketing plan will also be to focus on the company website, but use various methods of print and media communications to spread word to as many people as possible. Since the company is a small business and does not have plans of going national or expanding in a large manner within the next five years, there is no need for radio or television advertising. The direct marketing plan involves updating the company logo and fonts, and creating new business cards and postcard flyers. The postcard flyers will be for a sales promotion, which will be outlined in the sales promotion mix.

Other than business cards, meeting people face- to-face and attending local networking events will be key to direct marketing. While Chicago is not as popular as Los Angels or New York, there is a healthy fashion and arts scene. Makeup by Jan is based out of Naperville, Illinois, which is a suburb of Chicago. Jan is in a good location to attend networking events both in the suburbs and in the City of Chicago. Networking events are common in Chicago and a lot of great business contacts and clients are gained through attending. Industry nights, girls nights out, events with other business owners, are all sources of direct and low- cost marketing techniques for Makeup by Jan.

Jan will also distribute business cards to friends and family to hand out to people they know and meet. Another method to implement will be a decal for Ganja’s car promoting Makeup by Jan. This is a great tool to use in promotion, especially in the suburbs because everyone has to drive everywhere. The decals will go on each side of the vehicle, as well as one for the sack window. These decals will feature the company logo and also a large-display of the company website. These decals are inexpensive, ranging from $10-$50 depending on size. The biggest part of the overall MIMIC campaign will be spent on the direct marketing tools. $800 of the budget will go towards the direct marketing piece of the plan.

Business card printing for the year, promotional flyers, and car decals will be created as part of the direct marketing. Company business cards and flyers will be distributed to known floral shops, photographers, limo services, and wedding Do’s. Makeup by Jan is also considering running an ad in the local magazine, Naperville Magazine. Naperville magazine is a great source for what’s happening in the area, where to eat, where to see and be seen, fashion, and local news. Plenty of other This will be evaluated by contacting the editor and determining if the cost fits into the budget for the MIMIC plan.

Internet Marketing Campaign

The internet marketing plan is the most important objective for Makeup by Jan. The company does not have a permanent brick-and-mortar location, the internet and the business generated from the source will be the main area of generating revenue for he company. Since Makeup by Jan is a service-based company, the focus on word- of-mouth even within the internet marketing plan is extremely important. In general, service based companies’ credit word-of-mouth as a lucrative source of business, and Makeup by Jan plans to use this to advantage. The main focus of the internet marketing plan is to launch the company website. The company does not currently have a website and uses a Backbone page as the only source of internet commerce.

The company website will focus on promoting the services offered and showcasing work completed by Jan over the last several years. When entering the site, the page will have a slideshows of 5 photos of Ganja’s most prized makeup work. The company website will have a sleek look that matches the Makeup by Jan look and logo. Background and colors of the site will be black and white, to give a sleek, clean look. This will allow the photos within the portfolio to be the focal point. The website will be broken down into the portfolio section, the “about us”, pricing and services section, client testimonials, contact details and a form for the customer to send inquiries, and links to valued business affiliates.

The menus will be ordered as follows: -About/Bio Portfolio broken down into the following categories:

1. Fashion
2. Beauty
3. Bridal
4. Makeovers/Tutorials
5. Pricing/Service Info and Policies
6. Testimonials
7. Contact Us section
8. Links/Resources (for other key businesses)

In addition to the website, the company will focus on promotion of the website on other business websites (via a link to the weeping). Jan has worked with many photographers, photographers, nail technicians, models, and artists. The plan is to reach out to each of these business associates and ask to be added as a link to their own websites, in exchange for a link and mention on Makeup by Ganja’s website. The last part of the internet plan is to focus on social media promotion on Backbone, Mainstream, and Linked In. The current Backbone page will be updated to match the brand image.

The cover photo of the Backbone page will be the same makeup photo and lettering as can be found on the company website, and updated business cards. Font so that clients can easily identify the site. “Posts” by the company on Backbone will occur at least 3 times a week. Each post will promote the new company website, offer promotions, post photos of clients, or offer makeup tips and tricks. Mainstream will be used as well. Jan currently has an Mainstream account, and will continue to post photos of clients and makeup work on herself, and also photos and comments about makeup products she uses and loves. Each photo posted will have a “watermark” on it with the company web address. A Linked In page will also be created. The Linked In page will showcase 5 of Ganja’s best makeup looks on clients, and will also provide the same bio as the company website will have and a breakdown of services offered.

Sales Promotion

A few promotions will be implemented in conjunction with the objective of the rest of the MIMIC plan. The sales promotions will consist of flyers for a percentage off first-time makeup application services. With the launch of the website and increased focus on word of mouth, these coupons will help to give even more incentive to Makeup by Ganja’s customers. The sales promotion plan is to offer a 2013 “ring in the new year” postcard flyer with a promotion for the year. The promotion will be 20% off first time service (makeup trial, evening makeup, or makeup tutorial only) wedding day makeup is excluded from this promotion.

Postcard flyers will be printed with the company image on front, and back will include the promotion details and contact information . The promotional materials will be distributed starting January 2013 as a “ring in the new year” special, and will be good for the entire year of 2012, expiring December 31, 2013. The budget for the postcard flyers for the year is $500. * The postcard flyer will also help to build the companies branding which will include a specific font and image, which will match the logo on the company website, business cards, promo cards, and also purchase a decal for my vehicle; so that people become familiar with the company “brand” and begin to associate a certain logo with Makeup by Jan.

The last step in the marketing plan will be to really promote “word of mouth” by asking current customers if they know of anyone looking for makeup services, and providing them with the postcard flyers to hand out to their friends and family. Other options that are currently being considered are: Personal selling in stores Direct advertising (including web banner advertising) Business networking Trade shows Public relations and free publicity For return customers of Makeup by Jan, a promotion of 10% off services for 2013 will be offered. While this promotion will not be as heavily promoted as for ewe customers, when Jan is contacted by past customers she will communicate the 10% off special. Since 2013 is the year of the website launch, Ganja’s plan is to draw in as many customers as possible. By offering discount promotions, she is confident that she will achieve her goal.

Public Relations Strategy

A public relations strategy is not something that was considered by Makeup by objectives of the company, a loose plan will be outlined for the company in case necessary. All public relations will be handled by Jan herself. The main public relations focus will be to gain (positive) awareness of the company. Jan plans to achieve this by offering surveys after services to current clients, and to ask all new clients how they heard about the company. This data will then be used to analyze the best avenue of exposure, and future advertising and marketing campaigns will be focused around this data. If a situation does arise where Makeup by Jan needs to handle bad publicity, the company will act accordingly.

Situations that could arise are an unsatisfied client, an adverse reaction to products due to unknown sensitivity Can discusses and evaluates skin with each client before ever touching their face), or a client that gossips or leaves negative comments about the company. While Ganja’s focus is to have a perfectly satisfied client before they step up from her chair; there is no control over another person’s actions once they are on their own time. Negative publicity strategy will consist of monitoring social media, the internet, or “word-of-mouth” for any feedback. If negative comments do arise, Jan will ask that person or person(s) how the situation can be mitigated. Whether this involves another makeup session at a deep discount, or a half-off tutorial, or a thorough consultation with the client, Jan is willing to do what it takes. Brand image is very important to the company and Jan works hard to keep her professional, artistic, warm, and friendly image intact.

Conclusion

Makeup by Jan is eager to grow the business to a full-time, fully integrated and functional “real” business. While the integrated marketing plan is detailed and intense with several challenges, this will finally be the launch that Jan needs to take the makeup artistry to the next level. Jan plans and is confident that she will “make her mark” in the Chicago beauty industry and will leave a legacy associated with her brand image and company public relations affairs.

MM522 Marketing Plan Of Nursing Home CareZ Advocacy, Inc. Sherry Y Montique December 11, 2011 Marketing Management 1. 0 Executive Summary Where would you want to live if you needed daily assistance? In your home, of course. Nursing Home CareZ Advocacy aims to be a guiding factor in transitioning you or your loved one into that new home. Nursing homes and assisted living facilities have become an indelible part of our health care landscape. These facilities provide 24 hour inpatient nursing and supportive care to residents whose disability or condition necessitate the availability of nursing care on an extended basis.

It is estimated that over 40% of Americans will use one of these entities at some point in their lives. Nursing Home CareZ Advocacy, Inc is committed to helping people live better. Simply put our goal is getting the community the help it needs to care for the people they love. The nucleus is to educate the elderly population who are in transition from one phase of their lives to another. Through specialized training and experience, of the two personnel the operation of NHCA is to assist the unwilling aging and disable population with the unwanted transition of being admitted into a nursing home or assisted living community.

Because this of life altering process can be deemed traumatic because of the unfamiliarity, many of the residents are confused and unhappy with the impending experience that lies ahead. Nursing Home CareZ Advocacy will be there to walk the resident and families through this process with as less stress as possible as they adjust to their new home with as much pride and knowledge possible. As the services of NHCA are uncharted there will be critical issues to overcome however; to ensure that the business is successful Nursing Home

CareZ will create an aggressive market strategy to include direct marketing, networking, and creating community relationships to continually garner referral sources. Staying on top of the ever changing needs of the aging population and following the Medicare and Medicaid regulations will keep Nursing Home CareZ aligned with the target market. Nursing Home CareZ Advocacy’s marketing mix will comprise the approaches of pricing, product, promotion and distribution. The 1st years start up cost to include the integrated marketing communication budget is $13,320. 00.

Market research showed the need for this service because of the continual growth of the aging population and the inability of family members being able to take care of their loved ones at home. With this reality, long term care facilities will continue to be the place required to provide the care to our seniors and persons with disabilities or short term medical care. The marketing plan will assist NHCA in the following areas to gauge performance: * Revenue and Expenses monthly * Customer satisfaction * Success of community involvement and relationship building

Nursing Home CareZ Advocacy, Inc. will position itself as the premier first line of contact to long term care transition. The positioning will ensure leveraging to gain a competitive edge in the industry with knowledge, integrity and a passion to help others. NHCA, expects to become profitable by the end of the 1st year, and has projection of $240. 000 in gross revenue for year two. 2. 0 Situation Analysis: Nursing Home CareZ Advocacy Inc. time line for inception is immediate, with a targeted goal of 6 months to 1 year.

Issues facing the successful creation of this company would be the lack of education and knowledge of long term care and regulations, laws, rights and processes of Medicare and Medicaid. The community partners could contribute to the critical issues if social worker and community case managers and such failed to refer potential consumers to the company for services. However, the management skills, experience and vast knowledge base of NHCA, Inc. will provide a solid base for the target market to have a successful transaction into any long term care facility. 2. 1 Market Summary

In this century, the rate of growth of the elderly population (persons 65 years old and over has greatly exceeded the growth rate of the population of the century as a whole (U. S. Census Bureau, 2011). The elderly increased by a factor of 11, from 3 million in 1900 to 33 million in 1994 (U. S. Census Bureau, 2011). In the comparison, the total population, as well as the population less than 65 years old, tripled (U. S. Census Bureau,). Under the Census Bureau’s middle series projections, the number of persons 65 years old and over would more than double by the middle of the next century to 80 million (U.

S. Census Bureau, 2011). According to the U. S. Census Bureau, it reported the aging population of persons 65 years and older, numbered 39. 6 million in 2009. They represented 12. 9% of the U. S. population, about one in every eight Americans. By 2030, there will be about 72. 1 million older persons, more than twice their number in 2000. People 65+ growth will report as 19% of the population by 2030. (U. S. Census Bureau, 2011 and Administration on Aging, 2011) Today’s census reports that the total US population in 2010 was 308, 745,538 up 9. 7% from 2000. Of that number 13. % are persons 65 years and older. This is makes up for more than 50% of the adult population. The Census Bureau projections seem to be heading in the right direction. (U. S. Census Bureau, 2011) Shirley Chisholm once said, “Service is the rent we pay for the time we live on this earth“. (Women’s History, 2011) Changes in Social Security, Medicare and Medicaid may force older adults to make unforeseen changes in their lifestyle in order to remain independent. Long term care is an option that most dread due to the lack of affordable and accessible placement options available to them.

Today, almost 80% of Americans are living beyond the age 65. Forty percent of Americans age 65 or older will require Long Term Care before death (McMahon, 2009). With this impending implosion in growth of baby boomers, nursing homes and assisted living will continue to be the option for ongoing care of our elderly. As families are forced to place their loved ones into nursing homes and assistant living facilities, there is so much to take in and they will need to have a full understanding of their options in this transition. Nursing Home CareZ Advocacy, Inc. ill be there to assist those residents and family members with understanding the woes of the transition into their new life and hold their hand through the process. 2. 2 SWOT Analysis Strengths: * 20 years in the health care industry with 10 years of strong middle management experience * 5 years in the long term care industry as a Business Office Manager * Vast knowledge of what is needed for successful transition/admission and stay at nursing homes * Strategic alliance with hospital case managers, social workers and community agencies and lawyers * In house Notary Public Strong knowledge base of existing governmental regulations as they relate to long term care Weaknesses: * Company has no brand recognition * Owner has very limited experience as a full time advocate in this field * Low to no financial capital; limited startup funds * Owner is not a licensed social or case worker * In home startup business * No establish network connections for community resources

Opportunities: * Expand business to cover larger geographical area * Possible growth potential to bring on employees based on need and experience * Find location and create building space to accommodate larger client base * Potential growth through use of social media and client referrals * Potential contract/ referral source with existing long term care facilities to act on their behalf Threats: Recessionary economy means the potential clients may not be willing to spend * Target market financial resources may hinder their ability to seek the services of the company * Competitive market of existing adult and aging services may prevail because of brand name * Governmental rules and regulations may change and the need for advocacy may diminish * Nursing homes and assisted living organizations may employ staff to provide the same services 2. 3 Competition

The Department of Health and Human Services under the guidance of the Security of Health and Human Services, created Medicare and Medicaid programs with grant funding to assist families of all ages to live and survive on a dignified level. With our aging population, the need to focus on their care came to the forefront, so Medicaid State programs were created to pay for home health services including skilled nursing care, home health care, personal care, chore services, and durable medical equipment. (Center for Medicare & Medicaid 2011)

The target market can qualify for Medicaid in order to receive the following services through the referral source of Aging and Adult agencies. Depending on the needs of an individual, the target market may receive help with personal needs such as bathing, dressing, cooking, and cleaning from a home health agency while at home with family members. Because of certain insurance guidelines, licensed healthcare workers can only give these skilled nursing services and other medical services. Skilled nursing care ncludes services and care that can only be performed safely and correctly by a licensed practical nurse (LPN), registered nurse (RN), or physical therapist. Most seniors and families are unfamiliar with these types of services and do not have a clue how to obtain them. That is where organizations such as those listed below come into play. Aging and Adult Services, located in Norristown, Pa offers their services to the residents of Montgomery County Pennsylvania, is one of the competing agencies that Nursing Home CareZ Advocacy, Inc. (NHCA) has to contend with.

AAS offers many different services to the senior market such as care management, family caregiver support program, domiciliary care, nursing home transition, and protective services to their clients. 2 services that AAS provide which are direct threats or competitive to the existence of NHCA are the Information and Referral (I&R), and Comprehensive Geriatric Assessment, and Pre-Admission Assessment services collectively. These services assist the community with the pre-knowledge base of the potential admission into nursing homes or assisted living facilities.

The Information and Referral service attempts to link consumers with appropriate resources. I & R are available to the consumer by calling or visiting any of their agency’s five offices. (MCAAS. montcopa. org 2011). The Comprehensive Geriatric Assessment and the Pre-Admission Assessment services offer the consumer assessments to determine whether they are appropriate for placement into long-term care facilities and at what level. With these services Aging and Adult can then refer the consumer or their loved ones or families to nursing facilities in their geographical areas.

They then can provide them with a list of items that will assist them with this new change in their life style or transition. (mcaas 2011) COSA is the other agency that will be a threat to NHCA as it provides very similar services of Aging and Adult but, to the consumer or residents of Delaware County, Pennsylvania. Their mission/goal is to provide or enable senior citizens to maintain their independence and dignity, while living on their own with community resources available to them. (COSA 2011) COSA receives federal and state funding because they serve as Area Agency on Aging.

COSA is slight different from Aging and Adult services because their main goal is helping the senior population to remain in their home as long as possible, even when they are eligible for nursing home care. They are encouraging the families of the senior to help provide the care that is needed in a home based as opposed to in a long-term care facility. COSA is an informational resource service for person of any age needing assistance on benefits and services available to the older person. COSA 2011) With each of these two organizations services they offer many community based services for seniors and their families, but with Nursing Home CareZ Advocacy Inc. , it will provide the personal one on one care that the resident and family need to make the transition into the nursing home or assist living. Nowhere in the market research was it uncovered that this type of service is offered or provided with Aging and Adult or COSA. Now, is there a possibility that there is a potential for this service to one day be added, yes. However, the target market is plentiful enough to allow for this.

The population of the aging adults continues to grow which will allow for the need of referral resources, which the aging and adult program will continue, just as NHCA can expand and grow with the population. With researching potential competition to this new company, it was found that The Centers for Medicare and Medicaid Services (CMS) in association with Office of the Assistant Secretary for Planning and Evaluation (ASPE) sponsored the Nursing Home Transition Demonstration Program which is designed to provide transition options to nursing home residents who wish to move back into the community.

The grant funded service was given to 12 states in 1998 with Pennsylvania being one of the state’s fortunate to participate. (ASPE. HHS. gov 2011) This type of service is not considered a threat to the organization however, it is very similar but works on the back end of residents that are living in nursing homes or assist living. These are great resources to return into the community to continue to live happy and productive lives. 2. 4 Product (Service) Offering Nursing Home CareZ Advocacy, Inc. s an independent company that will be there to assist those in need of understanding the process of being admitted into a long-term care facility. This process is considered life altering and many people are confused and unhappy about what is about to happen to themselves or their loved one. Services being offered are designed to help alleviate the stress of dealing with the pressures of this change. The service will assist families and the target market while transitioning and adjusting into a new phase of life.

There are many questions and situations that come with moving into long term care nursing and often the families and residents are not prepared and need someone to hold their hands during this process. Families of newly admitted residents into nursing homes, find themselves unknowledgeable of what to expect and thus unprepared to place their loved one in the home. Because of this they make decisions that could backfire and cause damages or add additional stress of the move.

Some families have a power of attorney, some are guardians and some are just the family and they are not sure what they can and cannot do for their loved one. Through extensive research it was determined; there is a need for this service. Experience and working practice of the potential owner of NHCA revealed the need was great and something was missing from the target markets’ transition process into the long term care facility. Intervention was required to assist the consumer so the business solution was created.

As the Business Office Manager of a nursing home, the target market and families come into the facility with questions as to the appropriate way of handling the admission process according to the guidelines and rights set by Medicare and Medicaid. The major concern often that residents and families have is related to the financial aspect of being admitted into the long-term care facility and how to handle the legal process. Nursing home admission personnel and the social workers of the hospital are often unknowledgeable of this aspect and cannot provide the correct answers.

When the medical need for a person to transition into a nursing home or assisted living has been determined, the referral process beings by searching for an appropriate facility based on the need of the resident. One factor that comes up in the search is the cost of the facility and most importantly, who will pay for this stay? This question can easily be answered with throwing out numbers or by saying; “you will not have to pay for a thing, your health insurance will cover it”. Well, the truth is, that is not totally correct. This is where the expertise of Nursing Home CareZ Advocacy, Inc. ill come into play. Explaining this process in detail and walking the client through the steps is a part of the benefits of the company. There is more to transitioning into a long-term care facility, then health insurance. The consumer has to have an assessment done to determine if the resident was appropriately placed and for how long. Once this happens then the resident can be made aware of the financial responsibility. There may be internal personnel that can assist residents and families with this information, but they can only intercede to such level, because it becomes a conflict of interest.

Nursing homes can only assist to a point without affecting the rights of the resident. With NHCA, the resident will have the personal care of someone being there to help gather all of the necessary items, to make the stay at home successful. This would not be limited to, use of a notary public a minimal or no cost. Direction and assistance on completing Power of Attorney request. Help with completing the Medical Assistance Long Term Care grants and gathering of the documents needed to ensure eligibility of the grant.

Residents often require a guardian over their person and medical needs and NHCA can assist with locating attorneys to assist with this process. Some of the target market have homes or apartments in the community and they are assessed as appropriate to return to the community after a short stay in the home and they are unsure of how to handle the payment of household bills while in the nursing facility, NHCA services can explain the most helpful way of approaching this obstacle by contacting those vendors and arranging the most appropriate solutions.

Listed below are some examples of the services Nursing Home CareZ Advocacy Inc. will provide, to the target market: * Medicaid long term care grant application completion assistance * Notary public * Financial Management assistance * Power Attorney guidance * Guardianship Process assistance * Hands on assistance with documentation gathering * Notification to community vendors of residents’ inability to pay * Assistance with selling of home in the community and placement of personal possessions * Personal banking assistance Assistance with setting up transportation for personal needs outside of nursing facility * Referral source for family services to cope with the stress of loved ones being in the home * Attend resident medical care conferences with the family to provide additional support * Referral source to personal care aides while in nursing facility * Home Modification assistance (designed for return back home to community) * Question filtering (provide answers to all questions or direct to local answers) When doing the market search development, it was discovered that this need was not totally being met.

Two examples were: Rosemarie has a sister who recently entered into a nursing facility and the sister has a trust fund that determines her to be a private pay resident for about one year. Towards the end of the year, Rosemarie will need to complete a Medicaid application for her sister and she truly was confused as to what was needed and the steps to follow in completing the application. She requires assistance to complete the application and she had many questions. The nursing facility was only able to assist to a certain degree, but Rosemarie still needs help.

This is where Nursing Home CareZ Advocate Inc. could assist Rosemarie to help her sister to continue to receive the care she receives and deserves while in her nursing home. Another, example is Virginia. Virginia has been admitted into a nursing home with her medical insurance as her primary payer source. The consumer was given the information that her insurance will cover the stay in the nursing home for the entire time. The resident found out that the information was false. The health insurance decided to stop paying in the middle of the stay.

The consumers’ personal finance was not as those of Rosemarie’s sister. Virginia did not have the money and thus she needed to apply for a Medical Assistance grant for the nursing home. She also did not understand her responsibility and was not comfortable with the staff of the nursing home to provide her with the correct information for her benefit. Again, this would be a great opportunity for her to utilize NHCA, an outside neural party, to walk her through this process while providing her comfort in knowing she is secure in making her decisions. 2. 5 Keys to Success

For Nursing Home CareZ Advocacy Inc. to be successful, the company must continue to stay on top of the ever changing needs of the aging population. The Centers for Medicare and Medicaid regulations are very important to the viability of long-term care services and NHCA must be able to provide services that align with the rights of said target market. This being said means, having a vast knowledge of the regulations and the rights of the consumer once in the nursing facility. The main selling point is being available to answer any and all road blocks that the target market may encounter.

Having the resources and referral knowledge is a critical piece to the success of the business. The competition provides a huge referral base to the target market, so NHCA will need to keep the networking window open to expand the knowledge offering. Another factor NHCA will need to be success is to maintain a high level of ethics, trust and moral character while working for and with the target market. The aging population came from a time when your work ethics and your loyalty meant something. Nursing Home CareZ Advocacy Inc. ill be based with the desire to help the target market of the aging population and make the transition and stay in the long term care facility as comfortable as possible and stress free as possible. Communication will be another key factor to success. 2. 6 Critical Issues Nursing Home CareZ Advocacy Inc. as a service based company will need to do the following items to get the word out and advertise its’ benefit to the potential target market, the aging population. The marketing strategy will begin by utilizing the internet by creating a web page describing the company’s service ability.

It will also utilize networking with nursing homes, assisted living facilities, and continuum care facilities, local hospital social workers and community case workers, community event planning, in-services’, visits to senior centers and adult day centers, and by creating relationships with the community areas on aging referral agencies. 3. 0 Marketing Strategy The key to the marketing strategy is to focus on meeting the needs of the elderly persons, persons requiring inpatient long term care needs and the families who love them.

The children would like what is best for their parents and loved ones along with peace of mind, and relief from guilt while assisting them with the transition into long term care nursing. Nursing Home CareZ Advocacy, Inc can provide this service to them and more while ensuring their loved one maintains their existing quality of life, dignity, respect and pride. NHCA is able to address the questions and concerns of the market segments because, of the compassion it possesses and the vast knowledge foundation of long term care services. . 1 Mission Statement Nursing Home CareZ Advocacy, Inc is committed to helping people live better. Simply put our goal is getting the community the help it needs to care for the people they love. The nucleus is to educate the elderly population who are in transition from one phase of their lives to another. Founded in 2011, NHCA’s vision is to provide assistance, guidance and knowledge to the desires of long term care bound individuals. Nursing Home CareZ strives to challenge the perceptions of long term care.

The NHCA team passionately pursues excellence, and accountability in providing future residents and families the tools necessary for a happy, healthy and productive life in the nursing facility. With the goal of arming the clients with the knowledge required to promote independence and self-esteem, the Nursing Home CareZ Advocacy team will help people live better lives, one life at a time. Values are fundamental to every organization’s success. It is with this in mind that Nursing Home CareZ Advocacy, Inc will effectively demonstrate the core values of respect, integrity, pride, compassion, responsiveness and dignity.

These principles will guide the actions and foundation of its existence. We strive for a nurturing atmosphere that encourages this organization as it ensures these values are touched by all in the community it serves. 3. 2 Marketing Objectives * Build Nursing Home CareZ Advocacy, Inc Name Recognition in the community and among referral sources. * Become #1 choice among referral source with assisting families in transitioning into assisted living or skilled nursing services * Focus on relationship marketing techniques Develop/implement marketing ideas to increase professional referrals * Inform target audience (those needing immediate in-patient nursing care) about features and benefits of our product and its competitive advantage, leading to a 10 percent increase in sales in one year. * Develop campaign/program to build the Nursing Home CareZ Advocacy brand consisting of (but not limited to) special events and relationship-building tactics. * Increase a steady stream in marketing presence * Maintain positive and strong growth each quarter (based on hospital and assisted living census) 3. 3 Financial Objectives * Raise adequate funding for start-up Begin development implementation for the on-going funding needs of years two and three * To acquire 60 to 70 clients/potential residents within the first six months of start-up * Increase the profit margin by 1% per quarter (based on hospital census) through effective marketing relationship with community based organizations To fund the start up cost Nursing Home CareZ Advocacy has secured a low interest loan for $20,000 and pulled personal finances of $10,000. One of the largest items that NHCA will acquire in the start of the start-up budget is a computerized medical records system to track the client base.

The other start-up needs are minimal in cost and can be managed. The cost for each client to receive services from NHCA will range $250. 00 for minimal services to $1000. 00 for full service. A successful first year would bring in $120. 000in revenue. In order for NHCA to meet the goal of the first six months target of $60,000, the client base will need to be at least 60 residents at $1,000. 00 per case. However, the business would be on track for its goals if the six month mark would come in at $45,000. That would allow for 10 clients at $750. 00 per case.

If the business begins on this track, the target goal of 1% in the 3rd and 4th quarter will be met. 3. 3 Target Markets The overall populations we wish to serve are older people (65 and older), in need of daily assistance, who value community and the contributions of their peers. According to the US Census Bureau the 2010 census poll reported persons 65 years and older to be 1,959,307. (US Census 2011) “The percentage of the population over 75 is growing rapidly, thanks to better nutrition, preventative health care, and living conditions in our country over the course of the last century, not to mention the Baby Boomers.

At the same time, the increasing kinds of career opportunities for women, and the growing cost of health care, have contributed to a nursing shortage which threatens the quality of professionally-provided elder care. ” (Bplans – 2011) “Almost half the workforce today is female, meaning that most workers male and female have no one at home to provide care to older ailing or infirm relatives. ” (Bplans 2011 – “Moen and Yu 2000”) As families are forced to place their loved ones into nursing homes and assistant living facilities, they will need to have a full understanding of their options in this transition.

The Census analysis of the 20 mile-radius of the business base area indicates a large concentration of individuals over 65 years of age (38. 5%). This target area will include a cross over into two adjoining counties; Montgomery County and Delaware County. This is a combine population of the 1,388,853 county residents in Pennsylvania. Total population in Montgomery County in 2010 was 799,874. Demographics include 79. 0% Caucasian; 8. 7% African American, 6. 4% Asian, 4. 3% Hipic or Latino and 2. 0 % of persons reported as other race or two or more races. 51. 5% of the population was female. 8. 5 were male. 26. 1% of the target market lives alone and 9. 95 living with others (family members). The age breakdown of seniors is 60-64(4. 0%), 65-74 (7. 4%), 75-84 (5. 5%), and 85 years and older (2. 0%) totaling 165,924 persons. (US Census 2011) Total population in Delaware County was 588,979 in 2010. The demographics include 14. 3% persons were 65 years and older. The age breakdown for seniors is 60-64 (5. 3%), 65-74 (6. 7%), 75-84 (5. 1%), and 85 years and older (2. 5%) totaling 109,394 persons. 52. 1% was female and 47. 9 were male. 72. 5% of the population was white; 19. % was African American; 4. 7% was Asian; 3. 0% was Hipic or Latino and 2. 2% was persons of other races. Median household income in 2009 was $61,848 and home ownership was 72. 2%. Persons below poverty level reported at 9. 3%. Persons aged 25 years and older with graduate degrees reported 34. 4%. 27. 4% of the target market in Delaware County lives alone. (US Census 2011) Of the 275,318 potential target market needing the services of Nursing Home CareZ Advocacy, has been reduced by 60% given the factors of persons healthy enough to care for themselves and having family member to care for them.

The number becomes 96,361 persons 65 and older in both counties. This number may appear low but in actuality it is significantly high. These people will need nursing home care or already receive care base on their medical needs. The target market of 96,361 can become potential clients/customers in need of answers and solutions to the process of admittance into a long term facility. Of these potential clients who live in sub-counties which are within 12-16 miles of the home office, it is estimated about 35 %( 26,499. 28) will have the means $250 to $1000 ($68,333. 50 average Median income) to pay for the services. Based on the 2010 census data from US Census. com) The target market also refers to the influencer, the family member of the persons needing long term care services. An Adult child of the prospective resident, 35– 70 years of age, married with children, and lives nearby or in another city or state. He or she currently provides some assistance to the parent and their search for a long term care facility is prompted by an incident or recommended by healthcare professional. Their need is quick and they are usually on a schedule – most often come to us in a crisis mode. (phdmkt. om 2011) During the research process to zero in on the target market, it was discovered the market could be expanded to cover persons aged less than 65 years of age, because of the mounting need for nursing home services based on medical needs. Based on marketing conversations there are persons who live alone and are unable to care for themselves or require more than a home aid every so often to care for them. NHCA has the potential to expand the market base to include those persons. This market group could produce a quick turnaround by getting well faster and discharging home, thus allowing for new clients.

Medical care needs will never cease and long term care needs will always be at a forefront therefore, Nursing Home CareZ Advocacy can easily develop a large client base and expand to more counties inside Pennsylvania within the next three to five years. 3. 5 Positioning Nursing Home CareZ Advocacy, Inc will position itself as the premier first line contact of long term care transition. This positioning will be achieved by leveraging NHCA’s competitive edge: existing industry experience and knowledge, integrity, community relationships, and a passion to help others.

NHCA is a hands-on resource service that aims to assist the elderly population with transitioning into the long term care phase of their lives with ease and self respect. Dealing with health issues is worrisome as it is without having to enter into a nursing home or such, and not understanding all that is involved in the process. With the impending implosion in the growth of baby boomers, and unexpected medical needs, nursing homes and assisted living communities will continue to become an option of the future.

With this being the case, the management team of NHCA will be able to use its vast industry knowledge, practice skills and personal passion for helping others to assist the clients gain the understanding required to help the transition into long term care become a difficult free and dignified occurrence. 3. 6Strategies The single most important objective of Nursing Home CareZ Advocacy, Inc is to position itself as the premier long care term advocacy informational provider, serving the elderly and medical needs targeted market even if they are not in the age bracket of the senior population.

The marketing strategy of NHCA will focus on meeting the needs of the elderly persons, persons requiring inpatient long term care needs and the families who love them. The company will focus on creating customer awareness concerning what services are being offered, which will support in developing the customer base. The point that NHCA will seek to communicate to its target market is that it offers the best education and personal service to the elderly population who are in transition from one phase of their lives to another.

Providing future residents and families of long term care the tools essential for a happy, healthy and productive life in the nursing facility is the primary goal. This message will be transpire through a variety of methods. The first will be the Nursing Home CareZ Advocacy Web site, which will provide a source of service information and offer the consumer the opportunity a free consultation to discuss their concerns. Time will be devoted into ensuring the site will provide as much information about the company, the owners, and its professionalism so the customer will come away with a since of comfort n knowing that they will be taken care of during this unexpected time in their lives. Other avenues of marketing methods will be local advertising. The target areas will be local nursing homes, community resource services, hospitals, senior center, and day programs and doctors offices. The goal is to leave brochures, business cards and leaflets with the social workers, office managers or care workers of each entity. Information will also be sent out at the request of those who viewed the web site.

The cost to produce the printed literature will be minimal as it will be on the need bases and much will be found on the web site. Another method will be the use of the social media. This is where the cost of advertising will be the least to non-existent. Social media sites of today have thousands of people on them and it will be a brilliant way of promoting the service and the company. Word of mouth will also be an excellent communicator. 3. 7 Marketing Mix Nursing Home CareZ Advocacy, Inc’s marketing mix is comprised of the following approaches to pricing, product, promotion, and place/distribution.

Pricing – The pricing strategy used by NHCA is a mix between penetration and psychological pricing to capture a gain in the market share and once this is achieve the price will increase slightly. This will also be based on a sliding scale of financial qualification and the service needs of each client. When the idea was created it was determined that the focus was not on high profits, rather on serving the greater good and those who require assistance at living a more. It was mentioned that the cost for each client to receive services from NHCA will range $250. 0 for minimal services to $1000. 00 for full service. A successful first year will bring in $120,000. 00 in revenue. In order for NHCA to meet this target goal at the end of the first fiscal year, the client base will need to be at least 120 potential residents at $1,000. 00 per case. However, business would be on track to cover its expenses and still maintain a place in the market if at the end of the six month the revenue is at $45,000. That would allow for 10 clients at $750. 00 per case per month. As the business grows, the revenue budget can increase to double in year two to $240,000. 0 which constitute additional 120 clients or more based on the service needs required. Place/Product – Nursing Home CareZ Advocacy, Inc will be a direct channel service provider. With the sensitivity of medical care and needs, which are private and personal in nature the market segment for NHCA, as consultant of services will be best suited at handling the distribution of service. Many of the clients will come through referral sources. The location of the company is a home office, set up to accommodate 2 desks, a conference table for 4 and seating for 3. The approach to potential clients will be hands on.

After receiving the referral of a person requesting help or has concerns with transitioning into a long term care facility, they will be contacted via telephone to introduce the company, determine the need and set up a meeting. For those families that are unable to come to the office for a meeting, NHCA will go to them. Meeting the resident at the hospital or nursing home will never be an issue. Assuring the resident or family is extremely comfortable with the process is important. The outcome of success knows, the client has a full understanding of what happened to them or their loved one and the transition was smooth and done with dignity.

Educating and empowering the client is a number one goal of NHCA and this will happen as the client is walked through the move. Once the client accepts the services of NHCA, the next step is answering all questions, assist with paperwork required for the admission process or with the Medical Assistance application based on financial need. A transition into a long term care facility can be nerve raking, confusing and full of anxiety for the strongest and healthiest person however, with that being said finances always becomes an issue.

Past knowledge and statistics show that nursing homes or assistant living facilities have gained reputations for taking everything from their residents upon admission to their facilities. Educating and empowering the client on their rights and responsibilities is a number one goal of NHCA and this will happen as they are walked through the new phase of life. If the resident requires assistance with banking, guardianship or contacting community vendors, NHCA will be there to handle this for the resident or family member.

Nursing Home CareZ Advocacy will assist the resident or family until all matters have been conducted and the residents’ stay is secure and free of financial concerns. IMC Promotion “Your way home is through our caring hands”. Nursing Home CareZ Advocacy will be dedicated to providing the highest level of quality service with compassion and commitment through exceptional standards for the aging population. It is the hope of NHCA, that the residents and families who seek assistance will receive thoughtful, quality care today and tomorrow.

Integrated Marketing Communications Budget Quite a few advertising efforts will be used to promote the business. The marketing mix will consist of direct marketing, social media, the company’s web site and some advertising. Promoting the business will start with promoting myself as the owner and founder. Creating a bio to hand out to the local referral sources will begin the promotional stage of getting off the ground running. Exposing the business to Special Events, Open Houses, Healthcare Fairs, Senior Expos, etc, identify local groups, churches, senior groups, etc. nd build Nursing Home CareZ’ reputation as “source” for aging issues through seminars/lectures, and educate the local communities about senior living options. The promotional process will follow as: * Print advertising * Direct mail * Broadcast advertising on radio (or Internet sites or social media) Advertise by visiting the local hospitals, senior community centers, local churches, the area Medicaid public assistance offices and adult and aging organizations to introduce myself and hand out business cards, flyers or brochures. There is minimal cost in visiting with the exception of handing out business cards and brochures.

Cost of purchasing 5000 business cards is $55. 00 and the creating custom brochures cost is $800. 00. Advertise on several of the social media sites to utilize the word of mouth affect. Face Book, Twitter, Blogs, Linked In, Biznik and on Craig’s List. The social media has been prone to take the smallest post and spread it like wild fire. Even though many of these sites are young than the target market target, they can still reach the families of the target market and those you may work in the industry of which NHCA is catering to.

Advertise by hosting or attending several community events that are geared towards healthcare services. * Participation in community projects * Fairs – Health Fairs or Job Fairs * Give-a-ways of pens or pencils, and post-it notes * Coupons at the bottom of the flyers giving a 20% discount within a 2 month time p * Trade Shows – local convention centers host shows which the target market or family members attend such as arts and crafts, flowers, cooking lessons and pet shows. The cost of attending the community events will be $3000. 00.

Most community fairs for free to participate as many are awareness driven. The cost to purchase custom pens, pencils and post-it note pads to distribute are as follows: 2000 pens $365. 00, 500 pencils $227. 00, and 500 post-it notes $230. 00. The coupons does not generate an expense and the cost of trade show for 2 days at 7 hours each day averages $2000. 00 Advertise in The Times Herald daily newspaper weekly newspaper and on the web viewer ship: 1/4 page 6 columns x 5” inch ad for 2 months, then monthly for two additional months. Cost: $1100. 00.

Advertise in The Delaware County Times daily newspaper, weekly: 25 words per week for 12 weeks. Cost: $900. 00. The company’s website will be utilized to advertise and promote the business by informing them of the services. The target market will have basic information designed to peak their interest enough to want to place a telephone call to inquire further. Building the web site with the initial start up cost: $120. 00 Found a web designer and web host in one for a minimal cost. Steps taken to launch the web site are: submitting the website to search engines like Google, Ask Jeeves, and Bing and to web directories.

Putting the website address in the email address, on the flyers, brochures, and on the business cards is the next step. By registering the company’s website for more than one year, will keep the search engines from classifying the company as a spam organization. Collecting and analyzing the data will assist in further developing the marketing strategy. Becoming a member of the Social Medias such as Face Book, Twitter, You Tube help strengthen the community relationship with the social workers of the hospital, assist living communities, and the referral based resources.

Using multimedia devices on the website will assist in further interaction with the target market. The design of the website will be user friendly as the target market may or may not have experience with computers. 3. 8 Marketing Research As stated previously in this plan, the growth rate of the elderly population persons 65 years old and over has greatly exceeded the previous census predictions, an as they are getting older they are requiring more medical care. (U. S. Census Bureau, 2011). The elderly increased by a factor of 11, from 3 million in 1900 to 33 million in 1994 (U.

S. Census Bureau, 2011). Today, almost 80% of Americans are living beyond the age 65. Forty percent of Americans age 65 or older will require Long Term Care before death (McMahon, 2009). Families are unable to care for mom or dad, aunt or uncle so the nursing homes and assisted living will continue to be the option for ongoing care of the elderly. In trying to determine if this service business would be a worthwhile endeavor, the owner sat down to asked a few questions with an existing nursing home administrator, wound care nurse, community case worker and a marketing director.

As a result of the questions asked such as; can you tell me when families are approached at the hospital for discharge planning as their loved one just fell and fracture their hip, what is the attitude or knowledge base of what happens to the elderly in the home? The response was; ‘the first thing that came to the family members mind was abuse or neglect, or that the home was going to rob their mother or father blind. This comment is common to many who do not have a full understanding of what happens as their loved one transition into long term care.

Another most important question is how or who will pay for my loved one to stay in the nursing home? Will her rights be protected and how much say will I have in the care of my parent or loved one? The last comments that came up, was the guilt the families feels when having to decide place the mother or father into a long term care home. As families are forced to place their loved ones into nursing homes and assistant living facilities, there is so much for them to take in; they will need to have a full understanding of their options in this transition.

Nursing Home CareZ Advocacy has the good fortune of being affiliated with existing nursing homes and has an excellent work history and knowledge base to have recognized the issues current residents of nursing homes were facing. As a Business Office Manager for the last 10 years, the owner has the leverage of understanding the ins and outs of admission processes of long term care and the steps taken to make for a smooth transition.

In the final decision process in this impending situation, the owner of NHCA also talk with case managers, county assistance office employees and several local attorneys’ who handle the guardianship processes on behalf of nursing home. All agreed, with positive feedback, there was a problem. An outside liaison is needed to assist residents and their families with coming to terms with their new home. By offering the service, it is allowing a sense of empowerment and a sense of peace.

Transitioning into a long term care facility for these residents, with a knowledge base of what lies ahead and knowing their new home will truly be their home will make it all worth it. References 1. Advanced Marketing: One Stop for Newspaper Advertising. (2011). Retrieved from https://www. le-services. com. 2. Center for Advocacy for the Rights and Interests of the Elderly (CARIE). (2011). Help for People in Nursing Homes. Retrieved from http://www. carie. org/programs-services/advocacy-services/help-for-people-in-nursing-homes 3. Center for Medicare and Medicaid Services. 2011). Nursing Homes Overview and Payments 4. Delaware County Office of Services for the Aging (COSA). (2011). Retrieved from http://www. co. delaware. pa. us/depts/cosa. html 5. Department of Health & Human Services: Administration on Aging. (2011). Aging Statistics. Retrieved from http://www. aoa. gov/aoaroot/aging_statistics/index. aspx 6. Eiken, S. & Heestand, A. (2003). Pennsylvania Transition to Home Program. Retrieved from http://aspe. hhs. gov/daltcp/reports/2003/PAtrans. htm 7. Green Leaf Health Care Assisted Living. (2011).

Professional Healthcare Development Marketing Plan. Retrieved from http://www. phdmkt. com/images/sample%20marketing%20plan%2007. pdf accessed 8. Keller, K. & Kotler, P. (2009). Marketing Management. Pearson Prentice Hall: Upper Saddle River, NJ 9. Lewis, J. (2011). About Women’s History: Shirley Chisholm Quotes. Retrieved from http://womenshistory. about. com/od/quotes/shirleychisholm. htm 10. Marketing Plan Objectives and Strategies. (2011). Retrieved from http://www. smallbusinessnotes. com/starting-a-business/marketing-plan-marketin

Preparation of rough P&L based on selected solutions. 2. The competition’s changing strengths (more sophisticated manufacturing and marketing skills, stronger financial positions, focus on building value-added brands and market share) and weaknesses (reduced brand strength and longevity relative to MM) heavenwards the MM division to start devising strategies to develop healthier red meat products, invest in white meat, create new convenience products, and innovate in order to differentiate themselves from copycat brands.

As a result, MM is increasing investment in R;D, A;P, and new human resources. 3. I believe that the most viable departmental direction is Stranger’s proposal to reinvigorate the Oscar Mayer brand. Oscar Mayer is the foundation of the division and responsible for 82% of profits. Let’s important to invest in R;D for the brand to adapt to changing consumer trends while adjusting the prices and A;P budget containers market share. Second most viable is the acquisition of another company that focuses on healthier and more convenient products.

Turkey Time seems like the best candidate s it is closely related to the division’s core competencies and has extra capacity to support the MM price reductions. McGraw team has had success with LARD and can apply their learning to the next acquisition. Least viable is launching two new products. The recent failure of Stuffs Burgers demonstration MM needs more experience before they can depend on new products to drive division growth. Launching new lines is risky, requires significant capital investment and is forecasted to result infuriate losses in the short-term. Appetites is especially risky since it runs enter to health trends and, as with Stumberger’s, competing in the frozen foods channel will further narrow profit margins