Marketing Plan for development of Multi-Cultural Calendar.

Essay by blemingsUniversity, Master'sA+, August 2003

download word file, 16 pages 4.0


1.0 Executive Summary

2.0 Situational Analysis (from industry perspective)

2.1 Costs

2.2 Profits

2.3 Competitors

2.4 Macro environment market summary

2.5 Market demographics

2.6 Market needs

2.7 Market trends

2.8 Market growth

2.9 SWOTT analysis

2.9.1 Strengths

2.9.2 Weaknesses

2.9.3 Opportunities

2.9.4 Threats

2.9.5 Trends

3.0 Marketing Strategy

3.1 Financial plan

3.2 Market objective

3.3 Target market

3.4 Segmentation

3.5 Differentiation

3.6 Positioning

3.7 Market research

4.0 Product life cycle

5.0 Distribution

5.1 Product features/specifications


5.1.2 Packaging

5.1.3 Branding

5.1.4 Attributes

5.1.5 Benefits

6.0 Pricing Strategy

6.1 Market strategy for distribution and promotion

6.1.1 initial pricing strategy

6.1.2 After January 03 pricing strategies

6.2 Projected profit and loss statement

6.3 Controls

6.3.1 How will you monitor progress

7.0 Recommendations

Appendix A

Appendix B

1.0 Executive Summary

Shades of Seattle (Shades) is a high quality, upscale expensive new form of calendar. It's theme of different ethnic college woman modeling in their Seattle backyards, so to speak, is new to the calendar market.

It also differs from other calendars by the way it is marketed. It is in barbershops not Barnes and Noble. It's target market of men from all ethnic backgrounds from age eighteen to thirty living in Seattle makes the marketing strategy more creative. This calendar will be sold on military bases with the models signing the calendars. Release parties are also planed using the media to promote the calendar. These calendars will also be seen where the target market is such as urban clothing stores, universities, airports and record stores.

2.0 Situational Analysis

As time has passed, ethic diversity has become more and more evident. Meaning, people of different nationalities, background and heritages have become friends and are living in the same regions, cities and neighborhoods. This is not the case in just one area...