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Moose Milk is a widget created to simulate product marketing strategy.
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MOOSE MILK
By: Keith Isaacs
Target Market
Who’s going to buy Moose Milk? Men
Age ranging from early 20s to late 40s Income level
Lower to Middle class Any part of the United States Men looking to add a supplement to meet health
goals Accompany Moose Milk with exercise for best results
Men looking to lose weight, gain strength, and/or recover faster from physical activities
Scientifically proven to work better and faster than comparable competition
Function
Protein Supplement Moose Milk contains
more protein than cow’s milk
Helps meet goals in weight management and strength building/recovery
Can be purchased in multiple flavors Chocolate Strawberry Regular White
Marketing Principals
Product: Moose Milk
“A real man’s drink”, dedicated to help meet health goals created by men
Price: $1.99 per bottle $9.99 per case
12 per case Place:
Sold in the United States Sold in gyms Sold in sports
complexes
Promotion: Commercials relating
to the target market we’re trying to sell to
Ads on radio, internet, and television to promote Moose Milk
People: Men
Ranging from 20s to 40s
Active in fitness or outdoor recreational activities
Targeting people with personal health goals in mind
Advertising “Moose Milk” Commercial Producing the commercial
Shoot will take place outdoors to target male demographic
Would be shown on late night or early morning television for younger to mid-age males
Targeting sports stations and broadcasts as means to drive product advertising
Run product info commercials at gyms and fitness outlet to target fitness-minded males
Integrated Marketing Communication Plan Advertising
Commercials w/ main focus on target market. Played in the evening when the target market isn’t at work, and on channels that are male-driven.
Direct Marketing Moose Milk website – Offers reviews, statistics, nutritional facts, etc… Ads in Outdoor Magazine and Fitness Magazines targeting male
consumers TV, Radio, and Internet ads and promotional campaigns
Interactive/Internet Marketing Internet website displaying/describing product Email marketing (Spam), social networking, search engine optimization
marketing Pop-ups and ads on sites (Men’s Fitness, Outdoors, Other target sites…)
Sales Promotion Coupons in local newspaper where target market(s) is/are located Coupons on the product itself that can be cut off and taken to the
store, located on the website Commercials and radio campaigns offering special promotions and
deals
Integrated Marketing Communication Plan
PR/Publicity Promote certain animal protection events involving Moose Give back to the community
Provide information on vitamins and healthy foods to people not aware of nutrition in the US to help make a stronger, healthier nation
Promote events dedicated to spreading awareness of health issues, factors, and ways to improve health
Personal Selling Send surveys and offer methods of communication for existing
customers Allows better product development to meet needs of existing
customers to grow business Allow personal service through customer service, email, and hotlines
with experts that can help customers meet goals on a one-on-one basis Go to Conventions where other Supplement vendors will be
Talk one-on-one with consumers and wholesalers Develop new products to meet needs and expectations of existing
customers
Summary People wouldn’t buy a risky product like Moose Milk unless the results were shown
by the people who have experienced it successfully Moose Milk is positioned to sell itself based on results and innovation compared to
competition Knowing the product, price, place, promotion, and people in Moose Milk’s product
life cycle is vital in the success of Moose Milk in such a defined market segment Health and fitness market is growing which will increase sales and expand Moose
Milk’s pipeline