Marketing Management

Abstract

The following pages document examples, and analysis, of marketing plans from three products. Patron Spirits is the example that personifies a success marketing strategy. New Coke is the example of a failed marketing strategy. The analysis clearly identifies the keys to success, or failure, within the strategies. Finally, Zyzzyx Road is the example of a box office flop, and why the movie failed at the box office.

Roadmaps for Success

Introduction

A comprehensive and realistic marketing plan is often the difference between failure and success. The following pages outline the definition of a marketing plan and examples of both failures and successes of marketing strategies.

Definition of Marketing Plan

Marketing plans are the basic roadmaps for the success of a business. The marketing plan provides for the guidance and direction of the marketing efforts of a company. Kotler and Keller (2009) suggest that marketing plans operate on two levels, the strategic and the tactical levels. The strategic level focuses on target markets and value propositions. While the tactical level focuses on the core of the marketing such as pricing, product feature, specific marketing plans, service, and sales (Kotler & Keller, 2009, pg 39-40.)

The definition of a marketing plan is simplified by stating that a marketing plan is a business’s road map to getting from concept to achieving goals. Basically, the marketing plan outlines target customers, sales strategies, and objectives or goals. Shelley Reese (1996) further simplifies the definition by stating that a marketing plan is strategy for wooing customers. Marketing plans should be adaptive to the customer’s changing needs and desires.

A marketing plan will consist, primarily, of three sections. The first section is the business’s goals. The second section is the plan, or strategy for achieving those goals. The third section establishes the system for achieving those goals (Reese, 1996.) In essence,...