Upload
osama
View
109
Download
1
Embed Size (px)
Citation preview
Presented By: soft lovers (EMBA, UCP)
MARKETING PLAN OF:
Mission:
The Robin’s Nest Day Care Center is committed to taking a leadership role in child care services, higher learning, community
services, high end services to feel child as in his own home and promoting cultural diversity.
Objectives:
To establish the new concept in the market and attract people specially working couples.
To provide fully advanced services (live coverage, online calls etc to parents of children).
Sales increasing to almost double first year sales by the end of Year 2.
Open second campus by the end of Year 1.
CORE COMPETENCY & SUSTAINABLE COMPETITIVE
ADVANTAGEGoodwill
Advance child care programs
Web live coverage
Live calls
Natural care and love
Quality food
Medical
Trained & Skilled Staff
SWOT AnalysisStrengths:
Business idea (first mover with unique service)
Care plus mind development training under one roof
Web live coverage
High Marketing Budget
Accessible Location
Weaknesses:
High Maintenance cost
Availability of skilled employees.
Employee Loyalty
Opportunities:
New Concept
Child care industry is at growth stage
Target market is not price sensitive
Opportunity to promote culture
Threats:
Inflation Rate
Employee turnover ratio
Economical condition
New Competitor
Unstable prices of Inventory
INDUSTRY ANALYSISINDUSTRY ANALYSISCompetitor AnalysisThere are not large number of competitors
The competitors are not using advance technology
Not spending large amount on advertisement
Company AnalysisOffering special services and long working hours
High marketing budget
Skilled and trained staff Superior childcare services & Web live coverage
Using advanced technology in childcare industry
Customer AnalysisPeoples (specially working couple) are recognizing the importance of childcare and want child before their eyes always.
Target Market
Full-Time Working Couples
After School Care
Part-Time Workers/Drop-Ins
Point of DifferenceReliability (web live coverage & live calls)
Performance
High quality childcare services
Positioning
At growing level and deliver premium childcare services
MARKETING PROGRAMProduct:
Brand Name:- Robin’s Nest Daycare center Core Product:- Premium quality childcare services
Price: Unit price
Full time couples (20,000/month)After school care (6,000/week)Part time workers/drop ins (10,000/month)
Place:
Campus location is 642-cavalry ground Lahore.
Promotion:
AdvertisingElectronic media (TVC & Radio ads = 45,524,500+2,925,000)Print media (News paper & brushers = 735,000+250,000)Billboards (cost of 6-Hoarding & mobile-float = 2,122,230+495,000)
MARKETING PROGRAMPromotion:
Sales promotion
Disc. Offer cost (10% - 15%) per month estimated = 148,500
Personal sellingOpening cost = 178,000* *Note: commission depend on sale
Each month cost = 97,000
Direct marketing:
Cost occur = 1,750,000
Internet cost:
Total cost occur = 345,000 per month
Project cost:
Grand total = 51,590,730
Contacting Advertising Agency
Television Advertisement
Print Media Advertisement
Proper Distribution
PLAN IMPLEMENTATION
Keep the marketing program moving in the direction set for it.
Compare the results with desired goals.
Correct negative & exploit positive aspects.
Monitor all activities.
EVALUATION & CONTROL
Where Your Children Feels at Home!
Robin’s Cares: Daily Water
Questions