Running Head: MARKETING PLAN: IMC
Marketing Plan: IMC
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MARKETING PLAN:IMC
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Any parent in the house would understand the need to have a tracking device when
their children start driving. Teenagers are people who like to explore and experience new
things, which make it necessary for them to be monitored. In addition to exploration, teen
drivers have a habit of driving carelessly especially after partying. Some even lie to parents
about where they are especially when they want to engage in some mischievous activities.
The tracking device is therefore useful in monitoring their whereabouts at all times (Doheny,
2013).
The television and the social media platforms are the most widely used media
platforms in America and in the entire world. This is the reason why I have chosen to market
the tracking device for teen drivers through the television and through social media. Today,
almost every person above the age of eighteen years is either on Instagram, on twitter, on
Facebook or on all the three platforms. Therefore, there is no better way to reach the masses
other than using these platforms (Hollebeek, 2017). In addition, for the aged parents who may
not be using these platforms, they watch television at one time or the other, making a
television commercial perfect for marketing the device to this class of parents.
Creative Brief
Process Step
Description
Project
Developing a car tracking device for teen drivers
Objectives
The objectives of the television commercial and the
social media advertisement are: •
Inform parents with teen drivers on how they can
keep their teen drivers safe.
•
Inform parents on how they can keep track of
their teen drivers at all times
MARKETING PLAN:IMC
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•
Enlighten parents on how to monitor power takeoff events including a seatbelt being used, or a
hydraulic lift is engaged
•
Enlighten parents on how they can know when
their teen drivers reach or leave a particular
destination
•
To educate parents as well as the general public
on how we can reduce teen deaths related to
accidents by 50% or even more
•
To encourage parents to take part in campaigns
aimed at saving the lives of youngsters and
reduce the number of accidents caused by
youngsters on our roads (GPS Track Kit, 2018).
Target audience
The target audience for the social media advertisement
and the television commercial are mid-level as well as
upper level income earning parents. Mostly, these are the
parents who are capable of purchasing cars for their
teenagers and therefore they need to be educated on how
they can keep them safe.
Key message
The device for tracking teen drivers is the answer to most
of the major problems caused by our teenagers. Parents
must appreciate that they a role to play in keeping their
children safe on the road and they must take an action so
as not to live with any regrets.
MARKETING PLAN:IMC
Deliverables
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In order to come up with the TV commercial and the
social media advertisement, the following must be put in
place: •
Storyboard
•
Auditions to select participants in the TV
commercial
•
Shoot/location schedule
•
Equipment list
•
Budget
After putting together all the aforementioned
requirements, we shall have a TV commercial and an
advertisement to run on our various social media
platforms.
Deadlines and mechanical
We must first have a budget before engaging on the
requirements
actual production. The storyboard will take a maximum
of five days to come up with. The auditions will be held
in one day and then take an extra day to decide on the
talent to be used. The production will be done within
thirty days after which the television commercial will be
released to various TV stations and the advertisement
will be put on the various social media platforms.
Budget
The budget for the television commercial and the social
medial advertisement is $10,000
MARKETING PLAN:IMC
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References
Doheny, K. (2013, May 23). Car Tracking Devices for Teen Drivers. Retrieved from
Edmunds: https://www.edmunds.com/car-technology/tracking-teen-drivers.html
GPS Track Kit. (2018). 10 Elements to Look for in a GPS Tracking. Retrieved from
GPSTrack Kit: https://gpstrackit.com/10-elements-to-look-for-in-a-gps-trackingsystem/
Hollebeek, L. (2017). Developing business customer engagement through social media
engagement-platforms: An integrative S-D logic/RBV-informed model. Industrial
Marketing Management. doi: 10.1016/j.indmarman.2017.11.016
Product description with feature and benefit analysis
This section of your marketing plan has THREE parts, both of which are required.
Part One - Product Description
Describe your product or service concisely, but specifically, in no more than three (3) double
spaced pages and written in formal business style. The most important requirement for this
assignment is that after reading it your instructor has a clear understanding of your
product/service/non-profit, what it does for the consumer and how it works or functions.
This is NOT a sales pitch. Do not use this section to promote or advertise your product.
Product descriptions which do so will be penalized in grading. Rather, this is a factual and
objective description of your product. Some information you typically include:
The name of your product
What it does
How it works (functionality).
What it looks like
Key design elements
What makes it special or unique
Note: for services you should adapt the above list to fit an intangible product. Your
concentration will be what services you provide for your customers.
Example:
Product Description with Feature and Benefit Analysis
NOTE: This example is for a dog training device called Invisible Leash. Your description and
FAB chart may vary depending on your product or service. Note the formatting and double
spacing.
Problem
The active dog owner has a number of options when selecting a dog training or containment
system that best fits their needs. Do they want a physical leash? Are they concerned about harming
the dog? Is the product as mobile as they are? Dog owners want the comfort of knowing that
wherever they are, they can still have control of their dog. They want to jog at the park and take
their “best friend” on trips with them. To this end, we believe that although the many invisible
fences available fulfill a niche on the market, research suggests that our product is better equipped
for a mobile, active person.
Team Dog Collar recognizes that our product will not replace the traditional leash.
Therefore, we will focus our promotion on people with active lifestyles, early adopters and
“techies”. Since we are a providing a unique product in a broad market, direct competition is
limited. “Invisible Leash” will, however, be up against higher end pet products that compete for
the consumer’s pet related discretionary dollars.
The specifications of The Invisible Leash, such as weight, quality, and ease of use are of
prime importance to our customers. Our customers are active people and want a small, sleek,
quality device that will fit into their active lifestyle.
The Invisible Leash will be of top quality, in workmanship and choice of materials. The
product will not be limited due to the nature of the building materials. Product quality control
will be implemented from the initial design of the product to production. The Invisible Leash
will have a product warranty on all parts and labor.
Product Functionality and Design
The product consists of two components. The human element is a phone-sized unit that
functions as the control and the pet attachment is an electronic collar similar to those employed by
existing pet management products.
The control unit offers settings that allow the owner to set
the “roaming distance” and the desired reinforcement,
either a sound or, for more stubborn breeds, a mild electric
shock. The control unit can also be set for an audible tone
or vibration. When the pet strays more than the proscribed
distance the unit signals the collar, executing the
reinforcement and alerting the owner.
Both units are available in a number of colors and sizes to fit any breed and compliment
the owner’s personal style. We also offer a smart phone app that tracks the use of the unit, how far
the dog has traveled in a day and other functionality that might be typically expected in an app. It
is compatible with most major platforms, including many tablets.
Invisible Leash is, of course, a product both newly designed and new to the consumer.
Consequently, there are limited current issues of any significance with regard to product
performance, customer satisfaction, market presence, or warranty concerns.
Team Dog Collar has completed the design of Invisible Leash and is in the process of
securing patents for both the design of the overall product and for the EPROM that contains the
firmware used in the core functionality. Additionally, the product name has been Trademarked and
the tag line “The Only Thing Visible About Invisible Leash… Are The Results” has been
copyrighted.
The core competency of the company and its staff is sales, marketing, and product
innovation. Consequently, most other functions have been contracted to third party providers.
Manufacturing will be outsourced to a Mexican firm, Matamoras Electronic Manufacturing, who
has significant experience in small item consumer electronics. The firm has a good reputation for
quality and there is substantial American investment and oversight. MEM is also equipped to
package the product on sight.
Part Two - Features and Benefits
You will find an in-depth introduction to features and benefits in Module Three. You MUST
read this before attempting this assignment.
Using a chart, similar to the one in the example below, list no less than FIVE features of your
product with at least TWO customer benefits for EACH of the features.
Feature and Benefit example
Invisible Leash Feature and Benefit Table
Feature
Benefit
Audible signal
Phone app
Weather/water proof
Unique sound notifies owner
Trains dog to unique sound
Owner can customize training program
Matches human fitness apps
Swim and sports safe
Adjustable range
Shock proof
Attaches to existing collar
Ideal for hiking and outdoor sports
Adaptable for different dog behaviors
Ideal for dog parks and other outdoor
venues
Perfect for active sports dogs
Will not need replacing
Saves the owner money – does not need a
new collar
Can be used on more than one dog
Part Three: SMART Objectives
You can find a detailed description and instructional content on SMART objectives in Module 2.
You are required to create no less than four (4) SMART Objectives for your product or service.
1. Grow sales by our Website and current retailers by 20% in calendar 2018
2. Add 200 new members to our loyalty club by November of 2018
3. Hold our first annual dog rescue fundraiser in November 2018 with no less than 500
attendees
4. Launch Doggie Birthday promotional campaign in February 2018 (free snacks for people
and dogs)
5. Conduct awareness surveys in January 2018 And December 2018 to measure marketing
effectiveness
Youngsters (Teen adventurers)
Youngsters are made up of group that is of young individuals and who are still
learning. Most of them do not have enough money to cater for their living and
therefore are provided their basic needs by their parents. The need to have a tracking
device for this group is simply because they are more careless and some of them,
especially those in University, like partying and therefore it’s high time for parents to
consider their safety.
Demographics for Teen Adventurers
Age:
18-29
Relationship:
live together for short span
Profession:
most jobless/ still learners
Children:
most are childless
Education level:
High school/ college/ universities
Income:
none/ mid-level
Psychographics for youngsters
Exposure to entertainment and other pornographic related materials
High taste for money and other goodies
Love for electronics such as mobile phones and laptops
Watching movies
Parents
Parents are the most crucial persons for their children, and therefore should be
focused on their security. It does not depend if they are together or not, but should be
more focused on what they are doing. Tracking device will enable parents to track
their youngsters while still in their location.
Demographics for parents
Age:
25-45
Relationship:
married or divorced/ single parents
Profession:
employed
Children;
two or more
Income:
Upper mid income
Psychographics for parents
They are much oriented towards their families
Perform too much work for the sake of families
Have a sense of responsibility
Concerned towards their children
Teen Adventurers
Parents
Age:
18-29
25-45
Relationship
Profession
live together for short
span
most jobless/ still learners
married or divorced/
single parents
employed
Children
most are childless
two or more
Education level
High school/ college/
universities
Income:
none/ mid-level
Upper mid income
Supply Chain
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There are many components needed to take Youngster Safety successfully to the market.
First, we need readily available the materials. They include the wiring from Texas, plastic from
China, screws from Virginia, and electronic boards from Illinois. All the elements are shipped to
the Youngster Safety manufacturing and warehouse facility. At our facility in the manufacturing
wing, we will be producing Youngster Safety devices with the components sent to us. Once these
components are completed at the facility they will go through testing. Once tested they will remain
in the warehouse area of the facility to await shipping to consumers. Once consumer orders and
pays for their device it will be packaged and shipped to them directly. Our company would use
third-party logistics suppliers to help us fulfill customer needs, such as FedEx and UPS.
After completing our SWOT analysis, we concluded that it would bring in more revenue
to put Youngster Safety devices into the retail market, which opens a new channel. We will use a
distribution which sends devices from our warehouse to the retailer. The retailer would then sell
to the consumer directly in person. The first channel we would like to go through is a producer to
consumer and the second one is a producer to a retailer and finally the consumer. In both channels,
the end user is the consumers who for example would be teen driver parents. As far as import
restrictions there aren’t any for plastic devices, we will need from our China suppliers. Also, there
haven’t been any child labor issues with this company that has been found so far.
SUPPLY CHAIN FOR PRODUCT YOUNGSTER SAFETY
Up Stream
Mid-Stream
Down stream
Copper
Electrical Wires
Youngster Device
Metals
Electronic Board
Packaging
Plastic
Screws
Google Play
Tech Support
The App Store
App Engineer
Website
Supply Chain
Transportation Truck
End User: Teen Driver Parents (Consumers)
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