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Marketing Plan Part B

Marketing Plan Part B. By: Zoe Kulina , Kayla Rivas, Diane Ruthhuber , Kristin Vargas, Michaela Slutsky. April 9, 2012 Principles of Marketing MAR 250 - 20458 Professor Ravi Dhingra.

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Marketing Plan Part B

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  1. Marketing Plan Part B By: Zoe Kulina, Kayla Rivas, Diane Ruthhuber, Kristin Vargas, Michaela Slutsky April 9, 2012 Principles of Marketing MAR 250 - 20458 Professor Ravi Dhingra

  2. Price Objectives

  3. Price Objectives cont. Constraints Many different brands to choose from Many different types of detergent Many different prices for same amount of fluid ounces

  4. Price Objectives cont. $8.59 for 50 Fl. Oz. $5.99 for 50 Fl. Oz. $2.99 for 100 Fl. Oz.

  5. Price Point and Price Strategy

  6. Distribution Strategy Keen Retailer Consumer Campus Presence Drug Stores, Supermarkets, Convenience Stores Cities

  7. Target Consumer Profile Young men and women Ages 18-30 Urban dwellers Single NOT doing laundry in their home Any income level

  8. Key Promise Keen Detergent is all about providing an easy and compact detergent for its young clientele. Our company’s key promise is that Keen will make our client’s hectic life easier and more efficient when it comes time to do laundry.

  9. Why? Because our detergent bottle is designed to hold both dryer sheets and a stain stick which makes the hassle of transporting all those items obsolete!

  10. secondary claims

  11. AD

  12. When will our ad appear? • Mainly August, September, October • Going away to school or getting an apartment • We will continue advertising throughout the year

  13. Where will you see our Ad?

  14. Promotion Strategy

  15. Promotional Mix Elements

  16. Development, Execution, & Assessment

  17. How do we become memorable?

  18. Promotion Time Schedule

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