Marketing Planning

Being the world’s third largest manufacturer and retailer of private label apparel that offers high-quality and reasonably priced clothing, Uniqlo is preparing to increase its presence in the Southeast Asian and Oceania market. The company has a goal of doubling its stores to around 400 stores by 2022 (Inside Retail Asia, 2017). After successfully opening stores in several countries in Southeast Asia, Uniqlo’s next move is to penetrate Vietnam’s retail market by 2019, since Vietnam’s economic outlook proves to be a viable choice for Uniqlo to invest in. Vietnam is chosen as the target market because of its good relationship with Japan; one of its biggest investors, high density of population, stable political condition, and inexpensive labor but good quality production. Moreover, in the recent years, Vietnam’s economy has increased significantly, which resulted in the increase of customer’s demand, especially for the fashion industry.

Our main marketing objective is to open two first retail stores in Ho Chi Minh and Hanoi, two big cities in Vietnam. Our main target customers are the middle income class, mainly the young generation. Currently there are four main competitors in the market. For local brands, there are Canifa and Viettien, and for global brands, there are Zara and H&M. Based on the perceptual map, Uniqlo is currently the leader of the functional casual clothing brand, with price as affordable as the local brands. Our marketing strategy is based on the marketing mix, which includes product, price, place, and promotion. We will differentiate our products by providing functional products for different uses and special designs tailored for Vietnam customers, introducing our special service in the stores, and establishing online store with direct shipping to customer’s location. We will use three strategy methods for the affordable pricing; first, targeting price resulted from our economy of scale from our factories and suppliers in Vietnam and from experience curve; second, reducing total supply chain cost; and third; mark-up pricing. For the place strategy, we are planning to open our stores at Vincom Mall, Hanoi, and Saigon Center, Ho Chi Minh. We will also launch a bilingual online store with the English and Vietnamese languages. We are planning to do our promotion by advertising in media like TV, radio, magazine, and billboards; distributing discount coupons; doing digital advertising like search engine optimization and social media marketing; and collaborating with other brands.

With the 15% revenue growth each year, we estimated that we will reach break-even point and net income in our second year of operation. Our marketing budget is estimated to $3,696,250 and will be realized in the 3 years, with marketing programs focused on promotional coupons, search engine advertising, billboards, brand ambassador, magazine and newspaper advertising, television and radio, flyers and posters, website, and others. We also developed contingency plans to mitigate any risk during the execution of the marketing plan within limited budget, time, and available resources.

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The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall corporate strategy (e.g., Kotler, 2000; Sudharshan, 1995). This broadening of the marketing concept, to include strategic as well as operational decisions, has resulted in an overlap between marketing and strategic management. Managers around the globe are recognizing the increasing importance for the firm to develop marketing strategies to compete effectively in worldwide markets. The emergence of a more open world economy, the globalization of consumers’ tastes, and the development of a worldwide commercial web all have increased the interdependency and interconnections of markets across the globe. In such a global environment, firms should develop their marketing strategy around three key dimensions (Zou and Cavusgil, 2002): (1) standardization-adaptation, (2) configurationcoordination, and (3) strategic integration. Following Sudharshan (1995), we define a firm’s marketing strategy as the development of and decisions about a firm’s relationships with its key stakeholders, its offerings, resource allocation, and timing.

Purpose
The purpose of this paper is to comprehensively explore marketing issues for foreign industrial companies of large, small and medium size entering emerging markets (EMs), particularly transition economies in Eastern Europe. The vast majority of current studies about emerging markets focus only on defining suitable strategies related to large consumer goods corporations.

Design/methodology/approach
The research adopted a multiple case study approach. Five Italian companies belonging to different business-to-business industries that have entered emerging countries in Eastern Europe were selected for investigation.

Findings
Empirical analysis uncovered recurring issues related to: institutional factors causing market uncertainty and instability; difficulties in building a sales network; a need for product adaptation to guarantee satisfactory performance; choices related to communication, branding and trade fairs; and considerations about competition and first mover advantage. Results can be interpreted as an extension of the analysis of institutional voids by Khanna and Palepu (1997).

Research limitations/implications
The study is based on the analysis of five case studies of companies operating in specific emerging markets, namely in Eastern Europe Countries (EEc) Further research based on different samples and different emerging countries is needed before generalizing results.

Practical implications
The study shows that the main institutional void affecting business-to-business companies entering emerging markets (EEc) is the lack of locally developed sales and after-sales networks. This institutional void slows the entry process of business-to-business companies in EMs. Given these constraints, from the perspective of business-to-business SMEs, it may be fruitful to pursue niche positioning in EMs.

Originality/value
The study analyzes emerging markets opportunities and entry strategies from the business-to-business marketing perspective, uncovering the most critical issues.

Бойко-Гагарін А.С. Застосування соціальних мереж у музейному маркетингу / А.С. Бойко-Гагарін // Матеріали міжнародної науково-практичної конференції, присвяченої 75-річчю Ізмаїльського державного гуманітарного університету ["Дунайські наукові читання: європейський вимір і регіональний контекст"] (м. Ізмаїл, 15-17 жовтня 2015 р.). – Том. ІІ "Філологія. Мистецтвознавство". – Ізмаїл, 2015. – С. 183-185.

Travis the Translator es un dispositivo que traduce al instante a cualquier idioma, utilizando un botón. El dispositivo utiliza la inteligencia artificial para aprender el tono de voz del usuario y así interpretar mejor lo que dices.Travis the Translator, es un producto que tiene la oportunidad de entrar en cualquier tipo de mercado gracias a su masividad y utilidad que se adapta a diferentes targets, asegurando la penetración en diferentes nichos de mercado de manera rentable y eficiente para los consumidores, los inversionistas y comercializadores o distribuidores. Este trabajo constituye un plan de marketing detallado desarrollado para lanzar dicho producto en el mercado español.

Desarrolla una propuesta de negocio “Reserv@me”, que propone ser una alternativa para el público usuario que utiliza aplicaciones móviles para permitirles realizar reservas de mesas en los restaurantes de manera fácil, gratis, segura, y que adicionalmente les genera beneficios económicos. En ese sentido, nuestra propuesta modifica la manera tradicional de asistir a restaurantes sin realizar reserva o tomando mucho tiempo en realizarla, así como en otros casos minimiza los tiempos de espera en el acceso a las mesas. Asimismo, nuestra visión empresarial se enfoca en ser reconocida en el mercado como una empresa líder a nivel nacional e internacional en el servicio de reservas en restaurantes, a través de la innovación tecnológica. Para atraer a nuestros clientes, es decir a los restaurantes, se plantea otorgar información considerada valiosa por éstos, acerca de las preferencias de los consumidores, frecuencia de asistencia, número de personas con quienes asiste a comer y otros; 2 complementariamente, para atraer al público usuario desarrollaremos estrategias promocionales muy intensas de publicidad en medios escritos y de comunicación masiva, así como promociones de ventas con un sistema de acumulación de puntos y bonos de descuento. La propuesta de negocio es viable, dependiendo del cumplimiento de nuestras estrategias de promoción definidas y nuestras estrategias de fidelización de los restaurantes y usuarios finales.

AUTOR :
Pajuelo Pajuelo, Anibal Ismael; Maco Victoria, José Brando; Chavez Pérez, Jorge Antonio; Leandro Ramírez, Marlon Luis
ASESORES:
Dimitrijevic, Boris
EDITORIAL :
Universidad Peruana de Ciencias Aplicadas (UPC)
FECHA DE PUBLICACIÓN :
nov-2015
URL :
http://hdl.handle.net/10757/616985

This paper proposes a conceptual framework for corporate communication management, based on the creation and utilisation of communication resources. The aim is to address a gap in the literature in that to date, communication tools have been identified as communication resources in very few studies, nor have communication decisions been linked to the creation and use of such resources. The paper draws on some basic resource-based view assumptions to identify firm-specific communication resources. The study also draws on Parsons' sociological approach with reference to the classification of organisational decisions (policy, allocation and coordination) and contextualises this approach to the decision-making within corporate communication function/department. The framework also takes into account some elements of the postmodernism. According to this tendency in contemporary culture, internal and external stakeholders play a proactive role in the creation and utilisation of communi...

La Vaca Púrpura va de diseñar productos que se propaguen como un virus. Seth Godin defiende que los productos o servicios ahora no se han de diseñar sólo como algo atractivo, interesante, hermoso o divertido una vez terminado, sino que deben ser cosas dignas de extenderse como si de un virus se tratase.

A gestão de marketing e comunicação para o vinho brasileiro é um assunto completamente novo no Brasil. Apesar de configurar dentro do segmento chamado “vinhos do novo mundo”, o mercado nacional caminha a passos lentos se comparado à Austrália, África do Sul, Estados Unidos e seus vizinhos Argentina e Chile que empreendem esforços estratégicos para alavancagem das vendas e manutenção da competitividade por meio de um eficiente controle mercadológico. Escolheu-se, portanto, um tema que fizesse frente a tal necessidade, a fim de exemplificar e perpetuar esta matéria acadêmica como fonte inesgotável de novas estratégias de gestão, assegurando assim a perpetuidade do negócio. As informações coletadas, analisadas e ideias desenvolvidas partiram de uma pesquisa acurada junto às entidades de classe do setor vitivinícola, profissionais da área e, também, da vinícola Dunamis, caso deste trabalho. Concluiu-se no decorrer no desenvolvimento do trabalho que a “Teoria dos 3 Puts” de Yanaze e a construção da estratégia de marketing e comunicação efetivamente contribuem para o crescimento, asseguram a produtividade, delineiam a perenidade do negócio e protegem contra as oscilações do mercado.

The Toyota Prius is today's leading mid-size hybrid sedan in the world mass market. The Prius offers a stylish exterior; Hybrid Synergy Drive and an EPA label fuel economy of 52 miles per gallon (mpg) in the city and 45 mpg on the highway. The Toyota name is an important feature for the Prius. Toyota is the world's largest manufacturer of automobiles in both unit sales and net sales, and is the front-runner for new technology, including hybrid and fuel cell cars. In Indonesia, Prius was launched by the month of July 2009 and by the year of 2009 and it is only 43-unit population, way far from Japan and US sales of 208.900 and 139.682 unit respectively in the same year. The main problem of this lack of sales during our market audit was the product price. Prius as a product by nature has already attracted the Innovators and Thinkers even though there were no significant marketing efforts from Toyota Indonesia. The lack of marketing effort on Innovators and Thinkers are actually can be developed to attract more customers on these segments. The demographic and psychographic of the target market of Prius lead to the strategy of positioning the product. While repositioning is usually as a result of a mature brand that is not attractive, repositioning on Prius brand is more into redefine the competitive edge of Prius in Indonesia so the market can perceive the product as the one that fulfill the market needs. Toyota Indonesia needs to keep up the distribution channel and promotion based on price point set up. Of course, price point has high correlation on Toyota Indonesia investment on making Prius available to the market. If Prius assembled locally in Indonesia, then the price point of Prius is possibly lower. However, local assembly would result to high investment. Consequently, relying on correct distribution and promotion will possibly increase Prius sales by 20% in the near future. Finally having marketing audit and then analyze them into series of marketing plan, from S-T-P, Marketing Mix then goes to IMC as a final stage of our marketing plan proposal, herewith some IMC spot strategies: 1. Aligning with the communication objective, which is to create the needs in hybrid car and how to use and do its maintenance, the message strategy should communicate the benefit first, followed by a glance of the use of hybrid car. Since it's a kind of new car category, Toyota Indonesia needs to put more descriptive explanation in communicating the message 2. Prius marketing should be more aggressive in their communication and use mass channel such as TV commercial and business magazines in addition to their current events channel since we targeted wider group of potential consumers than the current one.

Das Buch erläutert die Bedeutung der Kommunikations- und Marketingarbeit für die Kulturhauptstadt Europas RUHR.2010. Es schlägt einen großen Bogen von der Entstehung der Idee über die Entwicklung der Marke RUHR.2010 und die Konzepte für den touristischen Sektor bis hin zur Planung der konkreten Kampagnenstrategie und der operativen Marketing-, Presse- und PR-Maßnahmen.

Given Its Important role, Digital Marketing has become a key player in different fields. In line with the advancement of digital technology, digital marketing has attracted the attention of different users including politicians and political firms. This paper has explored the use of marketing in political activities through examining the role of Cambridge Analytica in political campaigns, specifically the political campaign of Donald Trump. The research has also examined the impact of Cambridge Analytica's work on Facebook and its implications.

Drawing from the integrated areas of internal consultancy in marketing, advertising budget, and digital marketing, this empirical research aims to examine the company Marcheluzzo`s off-line advertising budget focused on the Brazilian market to combine on-line advertising investments in a new expense budget plan for 2021. A comprehensive analysis of the literature review demonstrates the importance of digital marketing strategies in a B2B-(business-to-business) context within the Brazilian market, covering both their benefits and challenges. The literature review filled and discussed the gaps found, it was also analyzed the past and actual literature within the specific themes in this research. The data used in this research was gathered by a semi-structured one-to-one interview conducted personally with the Marcheluzzo`s marketing and commercial manager. In addition, through the field observation and documents collected in the company more information was possible to gather and have insights about a variety of subjects mainly related to the advertisement budget. It was possible to successfully answer the two main research questions being discussed using the data collected. It was found that Marcheluzzo has been interested in making investments in digital marketing, as well as, there is room for this investment in a new advertisement budget focused on the Brazilian market, combining online and offline marketing strategies.

Project work realizzato nell'ambito del master premio online Global Marketing, Comunicazione & Made in Italy promosso dalla Fondazione Italia Usa.

Nell’ambito delle iniziative dell’Agenzia ICE c’è quella di un Project Work che consiste nell’elaborazione di un business tenendo conto di un prodotto italiano.

The study will give you insight about Fantasy World and the researchers will try to approach it in Marketing Strategy. Fantasy World covers 195-hectare and located at Lemery, Batangas the property is 12 kilometer away from Taal but still the mountain ridge overlooking the clear panoramic views of Taal Lake and Volcano. Fantasy World, which has four parts,  is a consolidation of four basic amenities. First designed was the 85-hectare amusement theme park, the 35-hectare water park, the golf course at 45-hectares and the country club and resort, which will occupy 30 hectares. Marketing Strategy through Product, Place, Promotion & Pricing.

An Advertising Agency Promotion Proposal to create DeKuyper® and Jim Beam® Liquor Ice Cream for the purpose of BRAND PROMOTION; to attract Female Consumers and Millennials to DeKuyper and Jim Beam Liquor Brands using the very favorable mix medium of Ice Cream for this target demographic.
OVERVIEW:
A Proposal for a DeKuyper and Jim Beam Liquor Ice Cream Promotion
Promotion to create DeKuyper® and Jim Beam® Liquor Ice Cream for the purpose of attracting younger Female Consumers and Millennials to DeKuyper and Jim Beam Liquor Brands using the very favorable mix medium of
Ice Cream to introduce this target demographic to the brands.

This paper covers marketing options for Netflix, a DVD by mail and streaming movie, television and documentary company. Netflix currently leads the United States of America in streaming services by offering content that user’s rate very high. Netflix is big on customer satisfaction so the first marketing option is to offer push notifications to the user when highly rated updated material is available in their library. Another option to engross the consumer is by giving them a voice into what films or series are licensed in the future. Reed Hastings, CEO and founder of Netflix, has been pushing globalization since 2010 and Netflix has successfully entered many foreign markets. The push for global activity should continue by adding more countries but also offering movies, TV shows, documentaries and original content geared toward the culture of that country. These marketing strategies are fully covered through situational analysis, marketing strategy, and financials.

BDO Life Assurance Company, Inc. is a subsidiary of BDO Unibank, Inc., the
country's largest bank to date. The Company offers a diverse pool of life insurance
products suitable to the needs of its clients. BDO Life provides protection, education,
savings, retirement and estate planning solutions aimed to create a secure future for its
individual customers and their families. BDO Life extends comprehensive group term life
insurance for corporate clients.
BDO Life’s Financial objective is to surpass the 2018’s 32,114,016,858 premium
net income of Sun Life of Canada (Philippines), Inc and to own 20 % market share to be
the premier insurance player by 2020.
Insurance as an intangible product is a great challenge for the companies to
market as they are selling an “invisible product” that is hard for the consumers to
measure the value of satisfaction and benefits that they can get out of purchasing a
policy package. However, Philippines reflects a dependency ratio of 53:100 (53% of the
population is within the working-age) which is an opportunity for potential market for
personal insurance. The functional literacy rate in the Philippines is 97.95 percent and
Human Development Index in Iloilo is 0.699 provides an opportunity to the company by
providing ease of communication. Educating the Filipinos about the value of insurance
would be easier and sufficing information about the product could spark their curiosity
about availing insurance policies.
According to survey conducted by Rappler Philippines, Filipinos are receptive to
change and use of social media. Philippines is tops in worldwide social media use.
These numbers are a positive indication that Filipinos are tech-savvy people which
positively welcome change and innovation thus an opportunity for the company to think
of promotional strategies using internet as the medium.

A customer is someone who buys a product or service on a regular basis, while a consumer is someone who buys or uses a product/service for end use. Accordingly, if the consumer makes the purchase at certain intervals, he can become a customer. In order for this to happen, the consumer must be satisfied with the product/service they use. One of the basic conditions to ensure customer/consumer satisfaction is to meet their demands. It may be easier for businesses, where customer/consumer demands are fully met and complaints are resolved, to promote their products/services in the market. One of the basic conditions of being able to hold on and become permanent in the market is the development of marketing strategies that take into account customer/consumer demands.
The main purpose of marketing strategies; determining how to reach the targets related to the marketing of a product, brand or service and while reaching the targets, finance, labor, time, etc. planning for the use of resources. In order for the determined marketing strategy to be successful and achieve its goals, a new product/service must be offered to the market and accepted in the market on the basis of the product/service concept. In order for the product/service to be accepted and preferred in the market, the design process must first be passed in the marketing strategy. While developing the marketing strategy, the product/service designs and policies of other businesses that sell the same type of product/service should be examined, the frequency of purchasing the products/services of other businesses by potential customers, their consumption habits, which sales channels they prefer, their degree of satisfaction, etc. The issues should be researched and information about the state of the market should be collected.
While collecting detailed information about the market, consumers' complaints and demands regarding the product, service or brand they use should be learned. In order for the product/service or brand to be developed to hold on to the market, issues that other businesses lack and cannot fully meet consumer demands can be determined. Thus, the most appropriate marketing strategies will be developed to meet customer/consumer demands.

Importance of new product development is increasing day by day for providing product with
punctuality at affordable price and always has to maintain superior quality according to buyer's
requirements. Polyester yarn which is the new product of Padma Polyfebs is made by recycling
the pet bottles. So it's stronger, resistant to shrinking and stretching, quick dyeing which adds
extra attraction to customers. Padma polyfebs provides world class products and services in the
realm of textile industries. Our textile industries import polyester yarn from India and China. It
will also saves our environment from plastic wastages that decreases pollution. We offer quality
products at lower price at the same time it helps our economy by reducing import. Padma
polyfebs provides best services to its customers according to their demand. As our raw
materials are fully local and available we expect to satisfy huge customers and expand the
business internationally.