Marketing Plan C
营销计划 C
品牌营销战略代写 The feedback provided on Part B of the marketing plan will be utilized for conducting more research about consumer behavior and
Introduction
The feedback provided on Part B of the marketing plan will be utilized for conducting more research about consumer behavior and explain the brand strategy clearly. The feedback on Part B also helps in explaining why certain terms and explaining related to the brand have been selected. The feedback will be used to carry on more in-depth research and strengthen the marketing plan. Certainly, a strong marketing plan is really important to successfully introduce a product and create robust brand activation strategy that the brand – Forever Young – would need to introduce its product range in the market.
Moreover, the feedback also put great emphasis on understanding consumer behavior and defining target audience. By concentrating efforts to understand the target audience. Forever Young can better reach out to them by creating a marketing plan that appeals to them. Lastly, the feedback demands to analyze the competition. Which again is important to know where Forever Young lies in the market and what can be done to improve its position and brand image. To implement this, not only international but also many local brands will be taken into account to make Forever Young’s position clear.
介绍
在营销计划的 B 部分提供的反馈将用于对消费者行为进行更多研究，并清楚地解释品牌战略。 B 部分的反馈也有助于解释为什么选择了某些术语以及与品牌相关的解释。反馈将用于进行更深入的研究和加强营销计划。当然，强大的营销计划对于成功推出产品并制定强大的品牌激活策略非常重要，而 Forever Young 品牌需要在市场上推出其产品系列。
此外，反馈还非常重视了解消费者行为和定义目标受众。通过集中精力了解目标受众。 Forever Young 可以通过制定吸引他们的营销计划来更好地接触他们。最后，反馈要求分析竞争。了解 Forever Young 在市场上的位置以及可以采取哪些措施来提高其地位和品牌形象也很重要。为了实现这一点，不仅要考虑国际品牌，还要考虑许多本土品牌，以明确永远年轻的立场。
品牌营销战略代写
Pricing and Distribution Strategy
Whenever creating a marketing plan for a new business, a company must also focus on developing strategies to face any challenge that may arise due to any situation. Strategies in a marketing plan, according to Akaka & Alden (2010) are not only limited to promotion or defining the best way to reach customers but cover pricing as well as distribution strategies. Creating such strategies, Armstrong, Kotler, Harker & Brennan (2015) believe give you leverage to ward off any threat from any company and face any unforeseen risk without affecting the business.
The distribution strategy that Forever Yong needs to adopt is making its products accessible throughout the market.
The best way to go about it is going online and creating an online store. Forever Young should partner up with logistic companies that deliver the product in 2 to 3 working days. Forever Young can also create its store on Amazon if it does not want to spend money on creating a website. However, having an Amazon store also has its own disadvantage.
For instance, Forever Young’s customers will then be able to see other products which may appear cheaper than your product. As part of retail distribution strategy, Forever Young should partner up with retail marts like Wal Mart and make its products accessible to a majority of its customers. Initially, it would not be a wise decision to invest in big warehouse across the country only to make products accessible to other products. Therefore, the best strategy is to be online where customers are looking for such products and be visible in retail marts where target audience shop frequently.
定价和分销策略
每当为新业务制定营销计划时，公司还必须专注于制定战略，以应对因任何情况而可能出现的任何挑战。根据 Akaka & Alden (2010) 的说法，营销计划中的策略不仅限于促销或定义接触客户的最佳方式，还包括定价和分销策略。阿姆斯特朗、科特勒、哈克和布伦南 (2015) 认为，制定此类战略可以让您在不影响业务的情况下抵御来自任何公司的任何威胁并面对任何不可预见的风险。
Forever Yong 需要采用的分销策略是使其产品在整个市场上都能获得。
最好的方法是上网并创建在线商店。 Forever Young 应与在 2 到 3 个工作日内交付产品的物流公司合作。如果 Forever Young 不想花钱创建网站，也可以在亚马逊上创建它的商店。但是，拥有亚马逊商店也有其自身的缺点。
例如，Forever Young 的客户将能够看到其他看起来比您的产品便宜的产品。作为零售分销战略的一部分，Forever Young 应与沃尔玛等零售市场合作，使其产品能够为大多数客户所用。最初，在全国范围内投资大型仓库只是为了让其他产品可以访问产品并不是一个明智的决定。因此，最好的策略是在线上，客户正在寻找此类产品，并在目标受众经常购物的零售市场中可见。品牌营销战略代写
One of the 4 “Ps” of marketing is pricing which is a very important element of any marketing plan.
It tells where the product is positioned and which price point is feasible for customers and good enough for the company to make decent profit. Moreover, Forever Young should also focus on delivering great value to its customers, only then it will be able to justify the pricing of its products (Hatch & Schultz, 2008). As mentioned in the plan B, the products of Forever Young will be sold as affordable health and fitness solutions, thus its pricing should be lower than that of The Body Shop but higher than local solutions available.
Forever Young’s pricing will be set at mid-level while marketing it as a product that delivers high value and give a premium feel.
This will make people feel that they are getting products of high-value at cheap prices. Thus, it will also help in boosting the sales. When consumers, according to Townsend, Yeniyurt & Talay (2009), feel that they are getting a product of high value in lower prices, then they tend to buy it. However, the packaging and branding of the product should give a premium look. This price point can be justified, because it will be lower than other health and fitness solutions available in the market.
Moreover, the market will be ready to pay for it. This will support Forever Young and will help the brand achieve its revenue goals while maximizing profits. Forever Young’s prices will be average for the best quality of products being offered. According to Keller, Parameswaran & Jacob (2011), before creating a pricing strategy a company must analyze how price sensitive their customers are, but as identified by Polonsky & Jevons (2009), people are ready to go above and beyond just to get good health and fitness solutions and in this industry there is huge price fluctuation, thus Forever Young in future can introduce a premium range if its products become successful in the mid-price range.
营销的 4 个“P”之一是定价，这是任何营销计划的一个非常重要的要素。
它说明了产品的定位以及哪个价格点对客户来说是可行的，并且足以让公司获得可观的利润。此外，Forever Young 还应该专注于为客户提供巨大的价值，只有这样才能证明其产品的定价是合理的（Hatch & Schultz，2008 年）。如B计划所述，Forever Young的产品将作为负担得起的健康和健身解决方案出售，因此其定价应低于The Body Shop的价格，但高于当地可用的解决方案。
Forever Young 的定价将定在中等水平，同时将其作为一种提供高价值和优质感觉的产品进行营销。
这会让人们觉得他们以低廉的价格获得了高价值的产品。因此，它也将有助于促进销售。根据 Townsend、Yeniyurt 和 Talay（2009）的说法，当消费者觉得他们以较低的价格获得了高价值的产品时，他们就会倾向于购买。但是，产品的包装和品牌应该具有优质的外观。这个价位是合理的，因为它将低于市场上可用的其他健康和健身解决方案。品牌营销战略代写
此外，市场将准备为此付出代价。这将支持 Forever Young，并将帮助该品牌实现其收入目标，同时实现利润最大化。 Forever Young 的价格将是所提供产品的最佳质量的平均价格。根据 Keller、Parameswaran & Jacob (2011) 的说法，在制定定价策略之前，公司必须分析其客户对价格的敏感程度，但正如 Polonsky & Jevons (2009) 所确定的那样，人们已经准备好超越自我，只是为了变得更好健康和健身解决方案，在这个行业中价格波动很大，因此如果 Forever Young 的产品在中等价格范围内取得成功，未来可以推出优质系列
Integrated Marketing Communications Plan
According to Doole & Lowe (2008), an integrated marketing communications plan work wonders when the marketing message is consistent across all the platforms – whether it’s traditional media or digital media. The message that Forever Young is focusing on is enhancing inner beauty of its customers. The company believes that every person is beautiful and thus should only work on keeping their skin and body in the best shape, rather than following the stereotypes of beauty set by the society. The company wants to break stereotypes so that people can embrace their true beauty rather than following a cosmetic one.
This message will be communicated via every platform along with the benefits of each product. It should in fact become the part of brand guidelines and everyone in the company should know that whenever communicating the brand’s message through print media, television, or digital media. As part of the plan, the company should market its products on social media and build a community around its products (Armstrong, Kotler, Harker & Brennan, 2015). The best digital media platforms available are Instagram, Facebook, Pinterest and display network marketing. However, traditional media like TV, billboards and digital billboards should be used to reach out to customers.
整合营销传播计划
根据 Doole & Lowe (2008) 的说法，当营销信息在所有平台上保持一致时，整合营销传播计划会产生奇迹——无论是传统媒体还是数字媒体。 Forever Young 所关注的信息是增强客户的内在美。公司相信每个人都是美丽的，因此应该只努力保持自己的皮肤和身体处于最佳状态，而不是遵循社会对美丽的刻板印象。该公司希望打破刻板印象，让人们可以拥抱自己真正的美，而不是追求美感。品牌营销战略代写
此消息将通过每个平台以及每个产品的优势进行传达。事实上，它应该成为品牌指南的一部分，公司中的每个人都应该知道，无论何时通过印刷媒体、电视或数字媒体传达品牌信息。作为计划的一部分，公司应在社交媒体上营销其产品并围绕其产品建立一个社区（Armstrong、Kotler、Harker 和 Brennan，2015 年）。可用的最佳数字媒体平台是 Instagram、Facebook、Pinterest 和展示网络营销。但是，应该使用电视、广告牌和数字广告牌等传统媒体来接触客户。
However, print media like newspaper and magazines must not be used initially.
The company should rely heavily on digital media platforms as they offer great retrun on investment. The company should buy spaces on popular beauty and fitness blogs while also marketing its products on social media. The message should revolve on enhancing inner beauty and boosting self-confidence rather than outer beauty that many brands still do. These messages should be conveyed using digital media as primary marketing medium and TV, billboards and digital signage as secondary tools. The company can also use static media creatively to advertise its products and gaining word of mouth.
Public Relations, Sales Promotion, and Personal Selling Plan
Forever Young should reach out to social media influencers and beauty experts/ consultants as part of its public relations strategy to influence the opinion of its customers. Since, the primary target audience is on social media; therefore using social media influencers is the best public relations strategy (Clifton, 2009). Secondly, taking on-board well-known or celebrity beauty experts/ consultants to convey the benefits of Forever Young’s products, will certainly influence customer’s decision.
For promoting sales, the company can introduce discount coupons, which can be availed on the second purchase. This will ensure that the customers will repeat the purchase and sometimes a health or fitness product may take a bit time to show results. Plus, continuous use of any skin care or fitness products that too 100% natural will show results in the longer run. Thus this strategy will make people use Forever Young’ products regularly. As far as personal selling is concerned it should be done at a later stage once the brand is activated. Personal selling should be accompanied by a discount voucher so that sales can be increased.
但是，最初不得使用报纸和杂志等印刷媒体。
该公司应高度依赖数字媒体平台，因为它们提供了巨大的投资回报。该公司应该在流行的美容和健身博客上购买空间，同时在社交媒体上营销其产品。信息应该围绕增强内在美和增强自信心，而不是许多品牌仍在做的外在美。这些信息应该使用数字媒体作为主要营销媒介，电视、广告牌和数字标牌作为辅助工具来传达。该公司还可以创造性地使用静态媒体来宣传其产品并获得口碑。品牌营销战略代写
公共关系、销售促进和个人销售计划
Forever Young 应该接触社交媒体影响者和美容专家/顾问，作为其公共关系策略的一部分，以影响其客户的意见。因为，主要目标受众是社交媒体；因此，使用社交媒体影响者是最好的公关策略（Clifton，2009）。其次，聘请知名或名人美容专家/顾问来传达Forever Young产品的好处，肯定会影响客户的决定。
为了促进销售，公司可以推出折扣券，可以在第二次购买时使用。这将确保客户会重复购买，有时健康或健身产品可能需要一些时间才能显示结果。此外，持续使用任何 100% 天然的护肤或健身产品，从长远来看都会显示出效果。因此，这种策略将使人们定期使用 Forever Young 的产品。就个人销售而言，应该在品牌激活后的后期进行。个人销售应附有折扣券，以便增加销售额。品牌营销战略代写
Online and Direct Marketing Plan
As mentioned above, digital media should be used heavily by the company, as it helps reach the right audience that too at a fraction of cost. Digital media marketing should include posting regularly on social media for organic reach and displaying sponsor posts that sells products. For branding purposes, display network marketing will be used where only brand banner and 100% natural ingredients will be highlighted. Other medium of marketing will also be utilized like TV commercials. Billboards, digital signage and other out of home techniques to increase brand awareness and brand recall (Armstrong, Kotler, Harker & Brennan, 2015).
Cause Related Marketing
Since the company is already using only natural ingredients in its products, therefore, a message along the same lines should be devised. The company should plant trees for every 100 products sold and put this information on their packaging. Once the company plants over 10,000 saplings, it should add this information in the promotional material as well as on packaging.
This message will show the world that the company cares about the environment it operates and will certainly project a good image of it among customers. Moreover, with the passage of time, other causes should be introduced like eco-packaging, environment friendly manufacturing process among others so that message doesn’t become boring or too repetitive. This is also true that initially, the number of trees may attract customers but in the longer run the company cannot change packaging on every 10,000 trees. Thus, a variety should be there for people to understand how sensitive the company is towards the environment.
在线和直接营销计划
如上所述，公司应该大量使用数字媒体，因为它也有助于以极低的成本吸引合适的受众。数字媒体营销应包括定期在社交媒体上发布内容以实现自然覆盖和展示销售产品的赞助商帖子。出于品牌推广目的，将使用展示网络营销，仅突出品牌横幅和 100% 天然成分。其他营销媒介也将被利用，如电视广告。广告牌、数字标牌和其他户外技术，以提高品牌知名度和品牌召回率（Armstrong、Kotler、Harker 和 Brennan，2015 年）。
事业相关营销
由于该公司已经在其产品中仅使用天然成分，因此，应该设计出与此相同的信息。公司应为每售出 100 件产品植树，并将此信息放在其包装上。一旦公司种植了超过 10,000 株树苗，就应在宣传材料和包装上添加此信息。
该信息将向世界表明该公司关心其运营的环境，并且肯定会在客户中树立良好的形象。此外，随着时间的推移，应引入其他原因，如生态包装、环保制造过程等，以免信息变得乏味或重复。这也是正确的，最初，树木的数量可能会吸引客户，但从长远来看，公司无法每 10,000 棵树就更换一次包装。因此，应该有多种方式让人们了解公司对环境的敏感程度。品牌营销战略代写
References
Akaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions: International advertising and global consumer culture. International journal of Advertising, 29(1), 37-56.
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education.
Bruwer, J., & Johnson, R. (2010). Place-based marketing and regional branding strategy perspectives in the California wine industry. Journal of Consumer Marketing, 27(1), 5-16.
Clifton, R. (2009). Brands and branding (Vol. 43). John Wiley & Sons.
Doole, I., & Lowe, R. (2008). International marketing strategy: analysis, development and implementation. Cengage Learning EMEA.
Hatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons.
Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
Polonsky, M., & Jevons, C. (2009). Global branding and strategic CSR: an overview of three types of complexity. International Marketing Review, 26(3), 327-347.
Townsend, J. D., Yeniyurt, S., & Talay, M. B. (2009). Getting to global: An evolutionary perspective of brand expansion in international markets. Journal of International Business Studies, 40(4), 539-558.
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