We are at the end of AIU Brainstorming conference has been going over all of the elements
necessary for a Marketing Plan. Within this marketing plan we will discuss all topics
which include their Objectives and Mission Statement, Customer Targets, Competitor
Targets, Product/ Service Features, Core Strategy, Marketing Mix (Communication and
Promotion), prices, Product Policy, Channels of Distribution, and Customer Relationship
Management.
Objectives and Mission statement
Our mission is to meet and exceed our customers expectations by delivering superior
service and exceptional value through fashionable quality merchandise and motivated,
friendly employees who perform with pride and dedication.
The short term objectives are to launch fragrance into the market by August 2005 and to
have 100% of distribution outlets stocking the good within the first 2 months – in order to
increase awareness of the product amongst the target market, it is important to follow up
the initial launch of the female fragrance with continuing advertising.
Launch female fragrance placing focus on customer feedback. This will provide
information on usage, channels of distribution and impact on the brand. Has the image of a
solely manly brand been diminished or does attention need to be more focused on this
goal.
Launch a men fragrance based on the essence of the female product. This objective will
only be put in action of feedback is positive on the female fragrance. A men fragrance will
be considered after a minimum of 6 months retail on the female fragrance.
Customer Targets
The total market, is that of the female fragrance one, within which there has been vastly
