Product (RED), Marketing Plan Example

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

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.