Mkt230 Final Marketing Plan

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Date Submitted: 05/22/2009 08:47 AM

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Marketing Plan

“A marketing plan is a document that describes the marketing environment, outlines the marketing objectives and strategies, and identifies how the strategies imbedded in the plan will be implemented and controlled (Solomon, Marshall, & Stuart, 2008, p. 40). Marketers center a “great deal of their planning efforts on issues related to the firm’s product, its price, promotional approach, and distribution methods” (Solomon, Marshall, & Stuart , 2008, p.50). In this outline, I will create a marketing plan for The Massage, a product I have developed, which will include a description of the product, an analysis of the market including size, demographics, and competitors, and an analysis of marketing strategies including pricing, promoting, distribution, and sales support.

I. Description of Massage

The Ionic Hair Tamer is a battery operated hair brush that causes frizzy hair to lie down; the ionic feature promotes healthy hair. The Ionic Hair Tamer promotes healthy hair growth by strengthens hair to prevent breakage. The Ionic Hair Tamer comes in and array of colors and two styles, a rectangular paddle brush or an oval cushion brush, to best suite consumers’ needs.

II. Market Analysis

“Marketers select a target marketing strategy, in which they divide the total market into different segments based on customer characteristics, select one or more segments, and develop products to meet the needs of those specific segments;” this is known as segmentation (Solomon, et al., 2008, p.204). Demographic segmentation is a common segmentation strategy marketer’s use.

A. Market Demographics and Size

“Demographics are statistics that measure observable aspects of a population, including size, age, gender, ethnic group, income, education, occupation, and family structure. “Demographics are vital to identify the best potential customers for a good or service” (Solomon, Marshall, & Stuart, 2008, p.204). Because “consumers of...