Marketing plan Term Paper Example | Topics and Well Written Essays - 5000 words

Marketing plan - Term Paper Example SWOT analysis-------------------------------------------------------------------------8 6. Market positioning (BCG Matrix analysis)---------------------------------------10 6.1 Identifying the significant trends in the market--------------------11 7. Competitors------------------------------------------------------------------------------11 7.1 Differentiating Cool Pals from the closest competitors----------13 8. Micro-economic environmental factors--------------------------------------------14 9. Marketing and Branding strategies-------------------------------------------------14 9.1 The Products and its primary characteristics------------------------14 9.2 Branding strategies-----------------------------------------------------16 10. Advertising and integrated marketing communication-----------------------17 10.1 The effectiveness of the advertising and measurements-------17 10.2 Measurement of the advertising affects---------------------------19 10.3 The promotional strategies---- ---------------------------------------20 10.4 Measuring customer satisfaction------------------------------------20 10.5 The gaps in customer expectations and experience-------------21 11. Pricing and distribution strategy----------------------------------------------------21 11.1 The pricing strategy----------------------------------------------------21 11.2 Penetration versus Skimming pricing--------------------------------23 11.3 The other pricing tactics-----------------------------------------------24 11.4 Ethical and legal issues related to pricing---------------------------24 11.5 Distribution channel and strategy------------------------------------25 12. Future plans-----------------------------------------------------------------------------26 13. Conclusion-------------------------------------------------------------------------------26 14. Work cited------------------------------------------------------------------------------27 Introduction: Marketing is the pre-sales a ctivity which gives the live to a product so that it can be accepted by the customers. It is a phenomenal function which gives the identity to a product. Products are the tangible and intangible physical entities which cater to the needs and wants of the human society. Products are salable only after they blend with the virtue of the marketing activities. This particular paper focuses on the 360 degree marketing activity for a company which manufactures and retail innovative toys for the kids. Brief about the company: Cool Pals is the company which is expertise in manufacturing and innovating toys for the kids. The demographic profile chosen for the products of Cool Pals are boys and girls both aged between two to eighteen. The name itself presents the affection towards the kids. The company is in the market for the last four years. The primary markets are USA and Canada. The lion part of the revenue comes from the US market. The company is one of the most innovative toy making comp anies in the market. The sell their products through exclusive Cool Pals stores across USA and also through some selected retail outlets in US and Canada. The company is relatively new in the segment. However, it is privileged with the 15 percent market share in US toy market. The main successful formula of the