Marketing Pencil

7244 WordsMar 18, 201329 Pages
INDEX • Acknowledgement • Executive Summary • Introduction to the market • Definition to the marketing plan • Impact of Environmental factors • Marketing Plan for pencils • Category analysis • Current market situation • Customer analysis • Marketing strategy • Product development process • Brand name, Brand equity, Brand image • Segmentation and Targeting • Profile of rural market in general • Marketing Mix and Integrated Marketing Communication • Conclusion ACKNOWLEDGEMENT We extent our thanks to Mrs. Saima Hussain faculty guide who has given me moral support to do my project work. We also extend our thankfulness to our beloved parents and friends for their…show more content…
DEFINITION OF MARKETING PLAN: ‘A marketing plan is a written document containing the guidelines for the business centers marketing programs and allocation over the planning period’ THE IMPACT OF ENVIRONMENTAL FACTORS: There are two keys perspectives on the marketing environment. , namely the micro environment and macro environment: MICRO ENVIRONMENT: This environment influences the organization directly .It includes suppliers that deal directly and indirectly with consumers and customers and other local stake holders. Micro environment tends to suggest the small but this can be misleading. In context, micro describes the relationship between firms consumers and customers directly or indirectly, and other local stakeholders. This includes all factors that can influence an organization, but that are out of their direct control. A company does not generally influence any laws (although it is accepted that they could lobby or be part of a trade organization). It is continuously changing, and the company needs to be flexible to adapt. There may be aggressive competition and rivalry in a market. Globalization means that there is always the threat of substitute products and new entrants. The wider environment is also changing, and the marketer needs to compensate for changes in culture, politics, economics and
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