Sample Marketing Plan Background: Bonnie sells natural products for a company called Natru. The products include a
Question:
Sample Marketing Plan
Background: Bonnie sells natural products for a company called Natru. The products include a wide range of cleaning supplies and beauty products. While Bonnie has her own website, most of her sales come from hosting selling parties in friends' homes. Bonnie also gets revenue by recruiting consultants to work on her business with her. When Bonnie recruits consultants she receives a share of their sales in exchange for coaching them. It's never a good idea to be too dependent on a single form of distribution and marketing, and Bonnie wants to diversify in order to grow and future-proof her business. Thus, she turned to using this simple marketing plan as a means to rethink how she marketed herself. Bonnie receives 40 percent commission from each Natru product that she sells. In addition to this, Bonnie receives 10 percent revenue from any sales made by the team that she has recruited. Natru pays the 10 percent to Bonnie directly.
QUESTION ANSWER
1) Objectives
What are the specific goals of your business this year?
Bonnie hopes to:
• increase sales by 20 percent this year
• diversify lead sources so that at least 20 percent of
leads come through her website
• increase recruitment by 20 percent
2) Audience
Who buys (or should buy) your product? What do they need it for?
Mostly women in their 30s to 50s — often married and home- owners. Bonnie's average customer is environmentally- aware, detail-and-do-it-yourself oriented, time-constrained and cost-aware. Most customers are buying products for their own use at home.
3) Competitors
Who are your top competitors and what are their strengths?
Bonnie's main competitors are:
• retail cleaning supplies
• homemade cleaning supplies
• other direct distribution cleaning supplies
4) Positioning
Given your competition, what makes your business great and unique to customers?
• unique look and designs
• stylish and highly trend-aware
• very fast, reliable turnaround
• very willing to customize designs
• highly service-oriented and consultative
• reasonable pricing
Module 1: Integration of Digital Marketing with Traditional Marketing
DMK 101: Introduction to Digital Marketing
© McMaster University Centre for Continuing Education 1 of 2
5) Pricing
How will you price your product?
Pricing comes from head office but is typically about 10 percent higher than similar retail supplies that are not branded as environmentally-friendly.
6) Sales and Support
How and where will you sell and service the product?
90 percent of current sales occur at parties.
Please provide a high-level overview of which digital media tools discussed in week 1 could support sales efforts.
7) Promotion
How will people find out about you and your product?
Most customers currently come through attendance at parties and a desire to host their own parties afterwards. Consider how Bonnie could use digital platforms to support her promotion efforts.
8) Budget
How much money do you have to promote the product?
• 5-10 hours per week for digital platform management
• spend 10 percent of sales on advertising budget
9) Action Plan
What will you do and when, to sell and promote your product?
What will be the most important things for Bonnie to consider and do first in developing her digital action plan?
HELP:
I need to identify how digital marketing could support the traditional marketing efforts identified in the plan. And i need to provide examples. Please
International Marketing And Export Management
ISBN: 9781292016924
8th Edition
Authors: Gerald Albaum , Alexander Josiassen , Edwin Duerr