Marketing Practice

Strategic plan
The main objectives:
Getting stable profit.
Obtaining high market share. Propose eco-friendly product to my customers.

Strategic plan
The target market: «University Students».
Size of this segment = 24% and = 2nd place among other segments.
High growth rate = 5%.
1st place in purchase frequency.
Advantages of this target market:

Strategic plan
Product:
Backpack is made of eco-friendly material, has increasing capacity, and has features - «Solar Device», «Univercity Logo».
Place:
«Direct Sales».
«University Store».
«Online Discount retailer».

Strategic plan
Price:
Should be affordable for target audience.
Should be competitive.
Promotion:
«Internet: social media».
«Radio: Top 40».
«TV: National Network».

Decisions made
Reasons for making decisions:
Searching the best combination of the marketing mix elements.
Adjustments accordingly to market changes.
Reaction to competitors actions.

Decisions made
Product:
Changed its form from «Square» to «Rounded top». It saved me 7$ = 20% of cost.
Removed «University Logo», and add «Water bottle». It saved me 5.5$ = 18% of cost.
Recolored the product from «Black» to «Tan»

Decisions made
Price:
Changed price in accordance with product features combinations in the range from $59 to 69$.
Changed price in respond to competitors prices in the range from $60 to $65.

Decisions made
Promotion:
1. Positioning:
Maximum influence on my target group.
Additional influence on segments that also interested in my product.
2. Media Campaign channels:
Demographic Reach.
Rate.

Decisions made
Promotion:
Used positioning messages: «Funky», «Fashionable», «Eco Friendly», «Great Value».
Used Media Campaign channels:
Print - «Comic Book», «Fashion Magazine».
Internet - «Social Media», «Gaming Site», «Celebrity Gossip Blog».
Radio: «Top 40».

Decisions made
Place:
Intensive distribution.
Used channels: «University Store», «Online Discount Retailer», «Department Store», «Fashion Boutique», «High End Outdoor», «Direct».
Not used channel: «Discount Retail Chain», reason - price didn’t meet its requiremets.

Individual Perfomance Analysis
35th turn:
Ranks:
Profit - 5,
Market share - 2.
Units sold: 7549. The best result among competitors.
Market share: 18%.
Final Balance: $443,017.13

Individual Perfomance Analysis
35th turn:
Final Balance

Team Competitive Analysis
Highly competitive market.
Target market «University Students»:
EastWest
Troy Taylor
KevGear
SnowSport
ML Backpack
Target market «Outdoor Enthusiasts»:
Alpine High

Team Competitive Analysis
Trends in final balance:

Team Competitive Analysis
Final market shares: