Running head: MARKETING PLAN
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Marketing Plan
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MARKETING PLAN
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Marketing Plan
Abstract
This paper explains about the marketing plan. It will identify the examples and describe
the difference of successful and failure of the marketing plan. It will discuss the marketing
analysis of the flop movie and the factors that were accountable for the failure of the movie.
Marketing Plan
Companies are using marketing strategies to include value to their marketing actions.
Currently in this globalization period every company should perform marketing plan with a
careful outlook (Kotler & Westman, Fall, 2006). It is vital part of any organization success to be
focus on the success or failure of the marketing strategy.
Definition of Marketing Plan
“A marketing plan is a series of activities that are formulated to attain a specific objective
or goal in a set time period” (Holden, 2000). Marketing plan for any organization can be
established by the management team for short and long term advantages. Creating marketing
plan for any organization is important to know about the present and future of the company, for
instance where the company is right now and where it is going and what would be process to go
further. To achieve the goal of the company, proper internal and external marketing factors
should be analyzed.
Marketing Plans: an Example of Success
To obtain the promising marketing objectives, it is important to structure the marketing
procedure efficiently and to consider significant success aspects (Spallina, Fall, 2005). Coca
Cola marketing plan with the promotion of spreading it all over the world which was great
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accomplishment for the company. “The company has used famous musicians like new seekers
and hilltop singers for the musical advertising campaign that acquired concentration of people
towards the use of coke” (Klein, February, 2008). To draw the attention of target audiences, the
company focused over the youthfulness which analyses the demographic factors for instance age,
gender, and income and before implementing the marketing plan of coke in peoples’ minds. The
company used different broadcasts and print media to promote coke in the U.S. and non-U.S
markets. To include music in their advertisements they became to top international brand all over
the world. In-depth analysis of market variables and trends had resulted into the successful
implementation of marketing plan developed by Coca Cola (Kotler, 2003).
Marketing Plans: an Example of Failure
It is obvious that if the marketing plans are established significant tactic then it
would a success but at the same time deficient in establishing market research essential for the
marketing plan can be failure of the overall marketing plan (Spallina Fall, 2005). Same was the
case with Ford Mortor Corporation (FMC), when they developed marketing plan for Edsel which
was a big failure. After introducing, Edsel, administration of the company had changed that also
proved a big mismatch with the launched automobile.
Ford Edsel was rejected by the people due to its inability to fulfill their requirements (Dick,
2010).
People rejected the marketing plan of introducing Edsel. There were several reasons for
the failure of Edsel marketing plan but the main reason was little investment. The company did
not invest enough to develop the plan and the research was not perfectly performed by the
management (Dicke, 2010).
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Analysis of Examples
In the analysis of the above mentioned two examples of marketing plan, it was
conducted that there is a difference in the approach of marketing, one was failure and other was
success. The failure of marketing plan of Ford Motor Company was due to weak strategic
managemet while on the other hand coca cola marketing plan was based on aesthetic attributes
which was the youngster’s attraction for the coke. “Situational analysis planning used by Ford
Motor Company was the reason of their failure” (Kotler, 2003). While effective marketing plan
for coca cola, led the company to success on global level.
The Box Office Flop: a Marketing Application
It is very hard to predict the success or flop of box office, it is possible only after the
interaction between movie and audiences in theaters. “Predicting success of a movie is a
challenging task that is associated with lot of risks and uncertainties “(Delen & Sharda, 2008).
After the movie distribution, it is all in the hands of the viewers. In the Hollywood, there are
several examples of box office failure. Heaven’s Gate is one of the biggest failures of
Hollywood movie that is known for its horrible dissimilarity (Hayward, 2006).
In the Hollywood industry, there are diverse illustrations of box office failure. The
biggest movie of Hollywood that is know for its horrible dissimilarity is Heaven's Gate
(Hayward, 2006). This movie was resulted as a flop flick due to its high resources, extra star cast
and overconfidence of its director. Director of this movie, Micheal Cimino hired many actors and
actresses to hit the box office, but his efforts weren't effectively positioned.
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According to the article, poor planning and management for leading Heaven's Gate were
the factors of its failure at box office. Within 3 days of its release, the movie died, displaying
failure. At the time of its release, expectations were high, which resulted in the loss its cost. Due
to the movie's failure, the director switched from an A league director to a B league director. It is
not an easy task to handle the financial forecast of a Hollywood moive (Delen & Sharda, 2008).
It is not possible to make sure that movie would be a success even if there is a lot of predications
and assessments. Hollywood film industry is just a hunch and no one in reality can predict the
future of a movie in the market.
“A small mistake during the movie production and direction can result into heavy loss in
terms of its revenues. Artists, sets, studio efforts, script etc play a vital role in the overall
credibility of a movie that if not selected cautiously can result into flop at box office” (Spallina,
Fall, 2005).
A movie can only be a success and save the investment if the script is good and execution
is effective. For the movie director as well as producer, it would be a big blunder if there is a
little mistake or any avoidance. It is all about team work and if it is not managed properly then
the whole creditability can go down. “Special efforts, genre, star value, sequel, number of scenes,
competition etc are the independent variables that decide the success or failure of a movie”
(Delen & Sharda, 2008).
Marketing Analysis: What Went Wrong?
Box office collapse of highly anticipated film was connected with a number of factors or
aspects that had contributed in its flop. Audiences have discarded this extremely overvalued flick
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due to destitute script and unwanted roles in the form of extra persons. Overconfidence of the
director was another reason of this all time box office failure. Decision making of the director
was also not good that is another factor that contributed in the biggest flop of Hollywood. Studio
executives of the film had also not performed well that is another reason of its flop at box office.
The movie was flop because of the un appropriate decision tools. “Due to the
superstardom of Cimino, the studio had permitted him to do according to his wishes with the
movie, but the confidence of the studio had broken by the director. This trust of the studio had
resulted into its loss of market position as well as existence. Poor projections regarding the
budget of the movie had dragged this epic story into a disaster. Objectives and goals were not
properly set by the director” (Kotler, 2003). Another reason was that filmmakers did not
formulate the strategic planning and the market targeting, positioning and pricing was also not
structured properly.
“ Situational analysis like macro factor analysis and SWOT analysis were also not
performed effectively that had led to the unexpected results after the movie release” (Kotler,
2003).
Third reason was the deficiency of efficient forecasting models. It is very important for
implementing marketing plan related to movies to apply good and promising forecasting models.
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References
Delen, D & Sharda, R. (2008). Predicting The Financial Success Of Hollywood Movies Using
An Information Fusion Approach. , 31(1), 30-37.
Dick, T. (2010). The Edsel: Forty years as a symbol of failure. The Journal of Popular Culture,
43(3), 486-502.
Hayward, S. (2006). Cinema studies: the key concepts (3rd ed). New York: Taylor & Francis.
Holden, A.C. (2000). Transparency and Accountability an Integral Part of the Marketing Plan of
the New European Central Bank. Journal of Nonprofit & Public Sector Marketing, 8(2),
65-84.
Klein, B. (February, 2008). In Perfect Harmony: Popular Music and Cola Advertising. Popular
Music and Society, 31 (1), 1-20.
Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs to know.
New Jeresy: John Wiley and Sons.
Kotler, P & Westman, J.C. (Fall, 2006). What CEO Needs to Know and Do About Marketing.
Retrieved from Executive Forum Website:
http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=1&hid=17&sid=4c9ca536f721-4515-9d72-e044ec3947f9%40sessionmgr12
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Spallina, J. M. (Fall, 2005). Marketing Goals and Strategies. The Journal of Oncology
Management, 1-10.
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