Marketing Plan Green Chameleon Communications

7/31/2019 Marketing Plan Green Chameleon Communications

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Strategic Marketing Plan

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Executive summary

Table of Contents

Executive summary ............................................................................. 21.0 Business definition and scope .......................................................... 32.0 .................................................................................................8External environment remote environment ........................................... 83.0 External environment Near environment ..................................... 104.0 Critical success factors ................................................................125.0 Summary of Opportunities and Threats ........................................... 126.0 Situation analysis .................................................................... 14Internal capabilities ........................................................................... 14

7.0 Problems and opportunities statement ........................................... 159.0 Marketing objectives and higher-level marketing strategy ................... 1610.0 Marketing Mix Strategy ............................................................... 1811.0 Budget .....................................................................................2012.0 Implementation Plan ................................................................. 2013.0 Evaluation and Control Processes ................................................. 20Appendix .........................................................................................21References .......................................................................................24

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1.0 Business definition and scope

Introduction

Green Chameleon communications - created to address the need forsustainable consumption even in business.

Change the way businesses promote their products.

Mission statement

Facilitate the change of non-sustainable to sustainable promotion using creativesolutions that are effective and innovative.

To deliver high quality outcomes with minimal impact to the environment.

Business Definition

Marketing consultancy which specialises in delivering sustainable marketingsolutions to business customers.

2 types of staff proficiencieso Infrastructure - Creating and implementing smart and sustainable

marketing systems such as CRM, email/database marketing, websitesetc

o Creative - Specialising in Green Campaigns for companies looking toreduce their perceived environmental impact.

Business Overview

Product or Service Definition and Categories

Product category Key products

Sustainable

infrastructureimplementation

Implementing CRM systems and databasesfor email marketing

Website and e-presence

Development of websites in particular CMSwhich are engaging and customised forusers.

Mutlimedia marketing youtube, flashgames etc.

Applications Development of Aps for a number ofplatforms including tablets such as the ipad,galaxy, smart phones.

Traditional Creativemarketing

Advertising campaigns include print etcradio, tv with green focus

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Branding Traditional branding activities- specialising inrevitalising brand image to align withsustainable and green outcomes.

Innovative NewPlatforms

RFID marketing?

Current percentage and dollars for each product category:

Would be good for someone to research the green marketing especially inrelation to marketing/advertising.

$562,221, 18%

$2,561,565, 82%

Individual

Corporate

Customer Definition

3 types of customerso Looking to expand and increase their web presence.o Looking for alternative, innovative platforms to market themselves ino Customers who have become Green conscious

Maybe add those companies who now have customers that are greenconscious, forcing them to become more eco-friendly

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Basis of Competition

Traditional marketing agencies

Green marketing agencies In house marketing departments.

Would be good to get a census of how many marketing businesses there are.

Competitors Competing Products Level of threat posedhttp://www.traffic.com.au/our-services/sustainability/

Green marketingsolutions

High

Key Drivers of Value:

Innovation:

Service

Quality

Performance

Financial Performance (selected items):

2009 2010

Income by Source 2008

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Trees

92%

Technology

0%

Other

8%

Possible barriers to growth

Green products and innovations are usually more expensive in a time wherethe economy is down shifting, more business have been resorting to cheapercampaigns. Change and the implementation of new infrastructures is usuallymore expensive

Green washing has affected the credibility of said marketing campaigns

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2.0

External environment remote environment

Unsustainable consumption is having a massive impact on ourenvironment.

People are becoming more wary and more informed about the productsthey use and their consumption patterns.

Economic forces: scenario

World is facing a global financial crisis. Companies are tight withbudgets and more likely to not indulge in new activities and platforms.

Sociocultural forces

19 Green councillors elected in the 2008 council elections see appendix for where

Largest increase in Victorian Local Government Area populations (ABS:

Population change:

Implications

Opportunities Rating Threats Rating

Political or legal forces

Technical forces

Implications

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xxxxx

xxxxxxx

4 4

3 5

xxxxxxx 4 - 1

For ratings refer to appendix xx

Natural environmental forcesImplications


xxxxx

xxxxxxx

4 4

3 5

xxxxxxx 4 - 1


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3.0 External environment Near environment

Market review

Implications


xxxxx

xxxxxxx

4 4

3 5

xxxxxxx 4 - 1


Competitive review

Implications


xxxxx

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4 4

3 5

xxxxxxx 4 - 1


Distribution channels and buyers

End-user customers

Implications


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Supply

Implications


xxxxx

xxxxxxx

4 4

3 5

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4.0 Critical success factors

5.0 Summary of Opportunities and Threats

Summary of opportunities

Significance of opportunityHigh Low

Probability

of

occurrence

High

Low

Summary of threatsSignificance of Threat

High Low

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Probability

of

occurrence

High

Low

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6.0 Situation analysis

Internal capabilities

Non-marketing capabilities

Implications

Strengths Rating Weaknesses Rating

xxxxx

xxxxxxx

4

3

xxxxxxx 4


Marketing capabilities Marketing strategy and performanceImplications


xxxxx

xxxxxxx

4 4

3 5

xxxxxxx 4 - 1


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7.0 Problems and opportunities statement

1

The business units capabilities in relation to critical success factors

CSF Our capabilities

Opportunities for the business unit to exploit with existing capabilities

Opportunities for the business unit to exploit with improved capabilities

Threats which must be addressed

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9.0 Marketing objectives and higher-level marketing strategy

Marketing and financial objectivesYear 1 Year 2 Year 3

RevenueObjectives

$ $ $

Gross profitmargin

% % %

High level marketing objectives: akdjl

dkjlk

ajk akj

Product market strategies

Existing products inexisting markets(Market penetration)

Existing products innew markets (Marketdevelopment)

New products inexisting markets(NPD)

New products in newmarket segments(Related diversification)

Total

______________

______________

______________

______________

______________

______________

______________

______________

______________

______________

______________

______________

______________

______________

______________

Repeat this table in 4 quadrant form with those products (groups) that will be applicablefor the dollars indicated above.

Rationale

The following example illustrates the type of statement that describes the strategicposition of a hypothetical organisation:

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XYZ business unit is the market leader in a market that hasreached maturity and is anticipated to show very little growthover the next three years. XYZ is categorised as a Cash Cow(BCG) and as a business unit in a market of high overallattractiveness with a strong business position in a market of

medium attractiveness (GE/McKinsey). XYZs competitiveadvantage is based on a market-wide cost leadership strategy(Porter) because of its economy of scale, high level of brandequity and strong distribution support. Given XYZs currentstrategic position and the prospect of a stagnant or decliningmarket, it is recommended that investment should beconcentrated in developing and nurturing new products and indeveloping new markets. The objective for existing products inexisting markets is to maintain current market share and tomanage for earnings by raising productivity. (Extract fromChapter 4).

The construction of the tools (eg BCG, GE) could then be shown either in an appendixat the end of the strategic marketing plan or in an additional sub-section following therationale sub section.

The next part of the rationale section should be devoted to a justification of how therevenue can be derived in each of the product-market categories (will depend onwhether you have selected more than one product-category) over each year addressedin the strategic marketing plan. To assist in this process, draw on the problems andopportunities analysis.

What are the opportunities that were identified that could be immediatelyexploited?

What are the opportunities that could be exploited by lifting our capabilities? What are the threats that need to be addressed? What are the CSFs where we have strengths that we can capitalise on? What are the CSFs where we need to improve? How can we compete in the marketplace? What are our competitive strategy options, such as market expansion (for a

market leader) or a flanking strategy (for a market challenger)?

Refer to Chapter 4 for a discussion of these marketing strategy considerations.

In addition to drawing on the analytical tools discussed in this section, the rationalesection also needs to reach forward into the next sections of the strategic marketingplan, which contain marketing mix strategy recommendations. That is, the marketingmix strategies explain how each of the product-market areas will be addressed.

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10.0 Marketing Mix Strategy

Strategy Summary

Market segment 1 Market segment 2 Market segment 3

Segment description Segment description Segment description

Products/brandsserving this segment



Product/Brandpositioning

Brand positioning Brand positioning

Product strategy Product strategy Product strategy

Pricing strategy Pricing strategy Pricing strategy

Distribution strategy Distribution strategy Distribution strategy

IMC strategy* IMC strategy* IMC strategy*

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Segment description

Products/brands servicing this segment

Product/brand positioning

Proposed marketing mix strategy

11.0 Budget

12.0 Implementation Plan

13.0 Evaluation and Control Processes

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AppendixWorksheet for developing marketing objectives and higher-level marketing strategies

Strategic gap analysis

At end of planning periodsYear 1 Year 2 Year 3

Corporate revenue objectives _______ _______ _______

Projected revenue from current strategies:_______ _______ _______

Revenue gap: ______ ______ ______

Competitive position Marketing objectives

PLC [___________________] ___________________________

BCG [___________________] ___________________________

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GE/McKinsey [___________________] ___________________________

Porter CA

strategy [___________________] ___________________________

Summary of current competitive positionDescribe our current competitive position

What should our competitive position be in 3 years time?

What are the strategic implications in terms of our existing and potential new

products and markets? That is, how will we grow the business?

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Year 1 Year 2 Year 3

____________ ____________ ____________* Identify the specific NPD opportunities and the timeframe when these initiatives could

References

Include here any relevant references using Harvard Business or APA format(note do not use endnotes)

Develop a marketing plan for an advertising agency that will focus entirely on green marketing

campaigns. The agency will work for any organisation but will ensure that all aspects of their

marketing activities are environmentally sensitive.

Outline how you would go about this, including what auditing tools you would develop to test the

before and after effectiveness of your approach for your clients, a SWOT analysis, how you

would sell the approach to potential clients etc. and how you would measure your business

success.

ASSIGNMENT 2 Group assignment. (Maximum group size = 3. Minimum group size = 2)

PLEASE READ THE FOLLOWING CAREFULLY

Due date: Week 10

Value: 30% of total marks for subject

Length: 4000 words

Students must select another student from the student cohort to work with. A maximum of threemembers per group is allowed. Students who would like to do a specific topic should post amessage on the week one discussion site saying that they are interested in Topic A, B ,C or D and

form their groups. If students from your group discontinue their studies you will be required tocomplete the assignment with the remaining members (or alone).

Students are expected to identify the contributions of each member to the overall assignment.This should take the form of a statement from each student. For example: All studentscontributed equally to the development of the assignment submission or Student A contributedsection A and D, student B contributed sections B and C etc. If students contribute differentsections of the assignment, someone will need to take responsibility for the overall editing toensure that the final assignment is a coherent whole.

For Assignment 2 you may choose either Topic A, B , C or D

The report should contain the following sections:

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An assessment cover sheet - located @http://www.buseco.monash.edu.au/student/forms/

Summary of your papers key findings/recommendations (executivesummary - up to a page) written when your paper is completed.

Clear statement of the problem/issue being addressed. Introduction, briefly discussing the issues chosen for investigation. Critical review of selected secondary information relevant to your topic

(research, literature, sales data etc.). This can include a briefstatement about what the research says, contrasting different views,perspectives, uses/approaches used, using examples not justrepeating what has been said.

Discussion and application of the theory to the topic. Conclusions/recommendations drawn from your analysis. The written report should be finished and submitted by the end of week

10.

Formatting requirements:

Signed faculty assessment cover sheet Arial or similar font (11 point, minimum, 1.5 line spacing) Headings and sub-headings Dot points, tables, diagrams and graphs where appropriate

o APA referencing- see Qmanual @

http://www.buseco.monash.edu.au/publications/qmanual/index.php

o

Full bibliographyo Microsoft Word .doc or docx. Do not upload pdf documents as

these cannot be marked electronically

ASSIGNMENT 2 TOPICS

(Groups may choose one topic from the list.)

Topic Topic listA Australia has had very high quality drinking water available from tap water, but the

consumption of bottled water continues to rise.

For international comparisons see:

http://www.worldwater.org/data.html

Design a research program to investigate the reasons behind this increasing consumption,considering market segments, sample size, confidence limits etc.

Using the research questions that you develop, collect data from a very small sample (up to20 people) and using this data devise a campaign to reduce bottled water consumption.

B Develop a marketing plan for an advertising agency that will focus entirely on green marketingcampaigns. The agency will work for any organisation but will ensure that all aspects of theirmarketing activities are environmentally sensitive.

Outline how you would go about this, including what auditing tools you would develop to test

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http://www.buseco.monash.edu.au/student/forms/http://www.buseco.monash.edu.au/publications/qmanual/index.phphttp://www.buseco.monash.edu.au/publications/qmanual/index.phphttp://www.worldwater.org/data.htmlhttp://www.buseco.monash.edu.au/student/forms/http://www.buseco.monash.edu.au/publications/qmanual/index.phphttp://www.buseco.monash.edu.au/publications/qmanual/index.phphttp://www.worldwater.org/data.html


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the before and after effectiveness of your approach for your clients, a SWOT analysis, howyou would sell the approach to potential clients etc. and how you would measure yourbusiness success.

C Many environmental experts suggest that eating locally produced, seasonal food wouldsignificantly reduce the environmental impact of the way we eat and although Farmers

Markets are becoming increasingly popular they account for only a tiny fraction of weeklyfood purchases.

In addition water restrictions make it very difficult for households to grow very much of theirown food, even if they have the space and skills required to do so.

Develop an attitude change campaign to, firstly, raise the awareness of this issue and thenchange the way consumers buy food. How would you measure the success of yourcampaign? What time frame would you recommend?

Consider who would be interested in funding this campaign, who would oppose it and whatsupport you would need from supply chain members and how you would go about gaining

support.D Can CSR (Corporate Social Responsibility) survive the recession?

Malcolm McIntosh, founding editor of the Journal of Corporate Citizenship, suggests thataddressing climate change will continue to drive corporate responsibility, regardless of theeconomy.

Others think green marketing campaigns will lose traction and energy management willbecome more important. Or we might see companies that are actively addressingenvironmental, social and governance issues outperforming others in a recession.

Research the current literature to determine your own views on this topic. Present the case

for and against the continuing importance of CSR during a recession.

Assignment 2 Evaluation Criteria

Content Not Acceptable P C D HD Weight

Clear statement as to purpose of paper(problem/issue addressed)

1 2 3 4 5 6 7 8 9 10 5

Selection of appropriate theories andevidence of extensive literature review

1 2 3 4 5 6 7 8 9 10 10

Critical analysis of theory/key issues 1 2 3 4 5 6 7 8 9 10 25

Clear explanation as to the impact ofsustainability on relevant aspect of

marketing

1 2 3 4 5 6 7 8 9 10 20

Conclusions/recommendations: key insightlogically presented and justified by analysisand application

1 2 3 4 5 6 7 8 9 10 20

Logic, structure and presentation

Executive summary 1 2 3 4 5 6 7 8 9 10 20

Paper progresses/ flows in logical and clearmanner; individual sections of paper clearlylink to overall paper purpose

1 2 3 4 5 6 7 8 9 10

Referencing correctly; technical accuracy.Appropriate and adequate use of references

1 2 3 4 5 6 7 8 9 10

Literacy standard (succinct and appropriate) 1 2 3 4 5 6 7 8 9 10Professional layout, formatting, use of 1 2 3 4 5 6 7 8 9 10

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headings, adequate and appropriate use oftables and diagrams etc.

Total for written assignment 100

Available from: Wednesday, 4 July 2012, 09:00 AM

Due date: Friday, 5 October 2012, 11:55 PM

Documents

Marketing Plan Green Chameleon Communications