Marketing Plan Example

Marketing Plan – 4 Ps

Introduction

This is a Marketing Plan Example for Business Students.

The sub-topic is on Promotion which is one of the 4Ps of Marketing

Table of Contents

Promotion

Promotion is to get people to understand what the product is, what it use it for, and why it is needed.

BPS promotion objectives are shown in the columns of figure.

To achieve this objectives, BPS can use promotional mix approach i.e. combination of

different promotional channels to communicate a single unified promotional message (Rowley 1998)

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Figure: Marketing Objectives and Marketing Activities Matrix

Figure shows the marketing objectives achieved from the marketing activites planned throughout the year.

Public Relations

Product launch and pilot launch are a non-personal type of communication channels with three unique qualities: high credibility, ability to reach hard-to-find buyers and dramatization (Kotler and Keller 2012).

Events and Experience

Trade shows and proof of concepts activities provides a relevant (highlight competitive advantage), engaging with target audience and soft sell opportunity to BPS (Kotler and Keller 2012).

Personal Selling

Seminar allows BPS to create personal interaction, develop relationship and receive direct response from the target audience that attended the event (Kotler and Keller 2012).

Targeted Advertising

Targeted advertising is used to create product and brand awareness and to inform and educate the market on how to use and what to expect from the PBSDL product.

Summary

List of Reference

Kotler, P & Keller, KL 2012, ‘Communicating Value’, Marketing management, 14th global edn, Pearson Prentice Hall, Harlow, England, pp. 491-492.