Final Paper, Strategic Marketing- Nuicoco

FIVE YEAR MARKETING PLAN

FIVE YEAR MARKETING PLAN

PRESENTED TO:

JAMES LA

CEO OF NIUCOCO

BY ARIANE AMMELOOT

LUCAS BROUSSAUX-COUTARD

ADAM LACH

OLIVIA WARD

PRESENTED TO:

JAMES LA

CEO OF NIUCOCO

BY ARIANE AMMELOOT

LUCAS BROUSSAUX-COUTARD

ADAM LACH

OLIVIA WARD

TABLE OF CONTENT

TABLE OF CONTENT

EXECUTIVE SUMMARY………………………………………………………………………….………. 3

COMPANY DESCRIPTION……………………………………………………………………….……….. 5

STRATEGIC FOCUS AND PLAN………………………………………………………………………… 6

MISSION& VISSION…………………………………………………………………………….… 6

GOALS……………………………………………………………………………………………… 6

CORE COMPETENCIES…………………………………………………………………………… 6

SITUATION ANALYSIS…………………………………………………………………………………… 8

FIRM ANALYSIS…………………………………………………………………………………. 8

INDUSTRY ANALYSIS…………………………………………………………………………... 9

COMPETITIVE ANALYSIS……………………………………………………………………… 10

CONSUMER ANALYSIS. ………………………………………………………………………... 12

MARKET-PRODUCT FOCUS…………………………………………………………………………….. 14

MARKETING & PRODUCT OBJECTIVES…………………………………………………… 14

TARGET MARKET………………………………………………………………………. 14

POINT OF DIFFERENCE. ……………………………………………………………….. 16

POSITIONING…………………………………………………………………………….. 17

MARKETING PROGRAM………………………………………………………………………………… 18

PRODUCT STRATEGY……………………………………………………………………………. 18

PRICE STRATEGY. ……………………………………………………………………………….. 21

PROMOTION STRATEGY………………………………………………………………………… 22

PLACE STRATEGY………………………………………………………………………………... 23

FINANCIAL DATA& PROJECTIONS…………………………………………………………………… 25

PAST SALES REVENUES…………………………………………………………………………. 25

FIVE-YEAR PROJECTIONS………………………………………………………………………. 26

ORGANIZATION…………………………………………………………………………………………… 27

IMPLEMENTATION PLAN……………………………………………………………………………….. 28

EVALUATION & CONTROL……………………………………………………………………………… 36

EXECUTIVE SUMMARY

Niucoco is a producer in natural, premium hair care products. Niucoco’s signature standout ingredient is extra virgin coconut oil extracted from Vietnam, also the birthplace of the founder, James La. Niucoco combines this coconut oil with all...