Marketing Plan for Benefit to Increase Market Share in Its Existing Market Segment

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Marketing Plan 1. Terms of Reference This is a detailed marketing plan for Benefit to increase market share in its existing market segment. In order to do this, the market and the company’s position in the current market will be analyzed and from this, a marketing plan will be developed and actions to be taken will be set. 2. Executive Summary This report will examine the company as it is now and identify it’s strengths and weaknesses. After setting out targets for the company, a strategy will be employed to help meet objectives. This report considers how best to help grasp opportunities and become a leading competitor. A marketing plan is developed and decisions are made in respect to strategy and implementation of the idea.…show more content…
• Place The places where we sell our products are well positioned for the types of customers we wish to attract. Up-market department stores tend to attract slightly older and wealthier consumers than other locations. Services: Extension of the 4-Ps. (Jobber, 2004) • People The employees that have direct contact with our consumers have been fully trained to give the prospective customers guidance on the types of products to try and how to use them. Their intention is not to pressure the consumer into a purchase but to gain their interest in the product range. The service which is provided is on a more personal basis than some of the leading competition which gives us an advantage. • Process The process which the customer experiences should be a pleasant one, feeling that the make-up specialist has their best interests at heart and that they are devoted to meeting your needs. • Physical Evidence The environment should be an inviting one with all the products ready to test if the consumer so wishes. There are stools for the customer to sit at and have the products tested on them or the opportunity to try the products themselves. One weakness of this situation is that these counters are often right in the centre of the store so they can feel under the watchful eyes of other customers in the store. 6. SWOT Analysis Strengths • The

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