MARKETING PLAN
(Car2Go)
Jintao Shao
Hongtao Lou
Yi-Chien Chen(Claire)
Yawei Wang(Martin)
S
Agenda
S Market-Product Analysis
S Marketing and Product Objectives
S Marketing Program
S Budget
S Evaluation and Control
Market-Product Analysis
S Market penetration
S Market development
S Product development
S Diversification
Market penetration
S Price Adjustments
S Increased Promotion
S More Distribution Channel
S Target Audience Preference
Market development
S Expanding Geographically
Product development
S Satisfied Customer Needs
S Brand Extension
S Technology
Diversification
New
Products
New
Places
Marketing and Product
Objectives
S Objectives
S Target Market
S Points of Difference
S Positioning
Marketing Program
S Product strategy
S Pricing strategy
S Distribution (Place) strategy
S Promotional strategy
Product strategy
S Product/Service Components
S Branding
Pricing strategy
S Pricing factors considered
S Pricing objective
S special adjustments
S Quarterly target revenue projections
Distribution (Place) strategy
S Marketing Channels
S Specific location and rationale
Promotional strategy
S IMC objectives
S Target Audience
S Allocate budget
S Promotional Program
S Rationale
Budget
1. Year 1 sales projection
August 2013 October 2013
Attracted
customers
(units)
6100
November 2013 January 2014
6250
February 2014 April 2014
6390
May 2014 - July
2014
6510
2. Operational budget
Volume
Projection ($)
$472,500
$496,125
$546,977
Field Team
Salary
Customer gift
Cards
Website
20 new
customer
offices
10,000
Year 1 Total
Budget ($)
$100,800
$3,000
1 Time
$5,000
Website
Maintenance
charity
Once a month
$1,000
1 Time
$20,000
CSRenvironment
theme activity
1 Time
$10,000
Budget
3. Promotional Budget
Volume
Year 1 Total Budget ($)
TV commercial
N/A
$19,000
Sponsored Tweets and
Facebook Ads
N/A
$5,000
$0.04 per viewer
$6,000
N/A
$15,000
$50/shelter
$10,000
Youtube In - Stream
ads
Cineplex cinema
Transit/Bus shelter
Posters
Evaluation and Control
S Financial accounting approach
S Managerial accounting approach
S Car2go memberships
S Website: http://jshao1989.wix.com/car2go