Back to School Offer

Get 20% of Your First Order amount back in Reward Credits!

Get 20% of Your First Orderback in Rewards

All papers examples
Get a Free E-Book! ($50 Value)
HIRE A WRITER!
Paper Types
Disciplines
Get a Free E-Book! ($50 Value)

Product (RED), Marketing Plan Example

Pages: 3

Words: 690

Marketing Plan

Decision & Background

RED faces an important decision: the organization needs to create a marketable product that provides profit for investors, while implementing social responsibility into the campaign. Getting the message out through popular and well positioned product is the challenge the management needs to tackle. Finding the right partners was the first step in the process. Locating businesses the idea can be “sold to” was a task that required research, effective communication and a clearly outlined plan. However, after the corporate partners were “taken on board”, there was a need for developing a strategy to convince customers about the values delivered by the concept (idea). However, the main task was to remain both sustainable and compelling for customers, and  – as a result – generate profits for partners through effective branding.

Recommendations

An advanced marketing plan needs to be developed in order to effectively communicate the message and product tot he target audience. A marketing plan would include individual marketing of partner companies, as well as public relation media campaigns designed by the marketing management of (RED).

Marketing message. Based on the idea of giving while shopping, the message should emphasize the fact that it does not cost consumers more to buy the (RED) products than the ones they are used to, while the quality would be the same. Brand-awareness would be increased, while not only the partner companies but (RED) would benefit from the impact, too.

Target segments.(RED) needs to target those consumers who already have a positive emotional relationship with the collaborating companies and brands. This way marketing for them is easier, more cost-effective and brings in more results.

Distribution channels. Channels of distribution would be selected by partner companies, as they have the adequate knowledge of their target customers, their behavior and buying habits, as well as their perception of the brand.

Branding. It is important to focus on the branding of (RED) as well as the individual brands participating in the program. That creates the required sustainability for the program, creating consumers who develop brand preferences not only for GAP and Armani, but (RED) as well.

Basis for recommendation

According to the business ideology of the management, “Selling something

people are excited to buy feels better…”. Therefore, creating an appealing product that people would buy anyway would be the first step, while communicating the message of the campaign would further engage buyers with the brand.  Going out and “telling the story” is the most suitable approach towards marketing.

U.S. consumer awareness is an asset that (RED) can build upon. Keeping the brand connected with the aims of the charity through effective media and marketing communication is essential to ensure that consumers are becoming committed not only to the brands but the goals of the charity.

Assumptions & risks

Assumptions.

Growing trend of conscious consumerism would increase the level of commitment in consumers.

Brands which have already got emotional relationship with their customers would be able to successfully attract new buyers and communicate marketing messages.

Wear and display features of the product would create free advertising for the brand (RED)

Risks.

Risk of negativity towards the logo on designer labels

Potentially controversial way of communicating emergency (untested idea among existing customers)

Criticism of the marketing industry and other charities stating that companies participating in the campaign do it for the profit only and look at the charity as a tool for a long-term public relations strategy.

Action steps

  • Launching products and designing campaigns alongside partners
  • Effective communication of goals, contribution of each purchase
  • Creating a transparency message for the program
  • Creating sustainability through media presence, press releases, interviews and effective communication of the campaign
  • Posting updates of the proceeds and programs running in Africa, in order to engage consumers.

Exhibits

Product Price Proceeds to fund
i Pad Nano (RED) $199 $10
American Express Variable 1% of net profit
GAP (RED) T-shirt $28 $14
Converse (RED) $68 5-15% of net profit
Giorgio Armani (RED) sunglasses $170 40% of net profit
Motorola (RED) $300 $17

The above chart should be published on the (RED) website in order to connect the purpose of the campaign with brand-conscious customers on an emotional level. Further, a chart that details how much help is made available through each purchase needs to be developed.

Time is precious

Time is precious

don’t waste it!

Get instant essay
writing help!
Get instant essay writing help!
Plagiarism-free guarantee

Plagiarism-free
guarantee

Privacy guarantee

Privacy
guarantee

Secure checkout

Secure
checkout

Money back guarantee

Money back
guarantee

Related Marketing Plan Samples & Examples

My Product Research, Marketing Plan Example

Target Market We have based our market segmentation on the internet usage rate according to customers’ age. Segmenting the market by the customers’ age gives [...]

Pages: 4

Words: 1141

Marketing Plan

An Experiential Event Planner, Marketing Plan Example

As an Experiential Event Planner, my business proposal is to provide event planning and marketing services to the corporate media industries, from a permanent employee [...]

Pages: 3

Words: 913

Marketing Plan

Marketing Assisted Living Today, Marketing Plan Example

Global Opportunities Assisted Living facilities are growing fast in today’s society. “There are (estimated) 38,000 assisted living centers, 17,000 nursing homes, 2,200 “continued care retirement [...]

Pages: 3

Words: 730

Marketing Plan

Twilight, Marketing Plan Example

Product Strategies The product strategy focuses on the quality of care the seniors and their loved ones are looking for. Twilight offers full-care, assisted care, [...]

Pages: 4

Words: 1165

Marketing Plan

Is “Seniors” One Demographic Group? Marketing Plan Example

Segmentation & Target Market Analysis The target market and segmentation is geared towards the 55-plus age bracket. The market is a large part of the [...]

Pages: 3

Words: 841

Marketing Plan

Metropolitan Life Insurance Company, Marketing Plan Example

Overview of Company The company, Twilight, is a start-up company that is focused on helping the Baby Boomer generation who is entering the retirement state [...]

Pages: 3

Words: 905

Marketing Plan

My Product Research, Marketing Plan Example

Target Market We have based our market segmentation on the internet usage rate according to customers’ age. Segmenting the market by the customers’ age gives [...]

Pages: 4

Words: 1141

Marketing Plan

An Experiential Event Planner, Marketing Plan Example

As an Experiential Event Planner, my business proposal is to provide event planning and marketing services to the corporate media industries, from a permanent employee [...]

Pages: 3

Words: 913

Marketing Plan

Marketing Assisted Living Today, Marketing Plan Example

Global Opportunities Assisted Living facilities are growing fast in today’s society. “There are (estimated) 38,000 assisted living centers, 17,000 nursing homes, 2,200 “continued care retirement [...]

Pages: 3

Words: 730

Marketing Plan

Twilight, Marketing Plan Example

Product Strategies The product strategy focuses on the quality of care the seniors and their loved ones are looking for. Twilight offers full-care, assisted care, [...]

Pages: 4

Words: 1165

Marketing Plan

Is “Seniors” One Demographic Group? Marketing Plan Example

Segmentation & Target Market Analysis The target market and segmentation is geared towards the 55-plus age bracket. The market is a large part of the [...]

Pages: 3

Words: 841

Marketing Plan

Metropolitan Life Insurance Company, Marketing Plan Example

Overview of Company The company, Twilight, is a start-up company that is focused on helping the Baby Boomer generation who is entering the retirement state [...]

Pages: 3

Words: 905

Marketing Plan

Get a Free E-Book ($50 in value)

Get a Free E-Book

How To Write The Best Essay Ever!

How To Write The Best Essay Ever!