Attachment # 00000429 - Week_4_Marketing_Plan-pryor2.docx
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O’Natural Hair Marketing PlanVanessa BroughtonKeller Graduate School of ManagementTABLE OF CONTENTS TOC \o "1-3" \h \z \u 1.0 Executive Summary PAGEREF _Toc299639790 \h 32.0 Situation Analysis PAGEREF _Toc299639791 \h 42.1 Market Summary PAGEREF _Toc299639792 \h 42.2 SWOT Analysis PAGEREF _Toc299639793 \h 42.3 Competition PAGEREF _Toc299639794 \h 62.4 Product Offering PAGEREF _Toc299639795 \h 62.5 Keys to Success PAGEREF _Toc299639796 \h 72.6 Critical Issues PAGEREF _Toc299639797 \h 83.0 Marketing Strategy PAGEREF _Toc299639798 \h 93.1 Mission PAGEREF _Toc299639799 \h 93.2 Marketing Objectives PAGEREF _Toc299639800 \h 93.3 Financial Objectives PAGEREF _Toc299639801 \h 93.4 Target Markets PAGEREF _Toc299639802 \h 93.5 Positioning PAGEREF _Toc299639803 \h 103.6 Strategies PAGEREF _Toc299639804 \h 103.7 Marketing Mix PAGEREF _Toc299639805 \h 103.8 Marketing Research PAGEREF _Toc299639806 \h 104.0 Controls PAGEREF _Toc299639807 \h 114.1 Implementation PAGEREF _Toc299639808 \h 114.2 Marketing Organization PAGEREF _Toc299639809 \h 114.3 Contingency Planning PAGEREF _Toc299639810 \h 115.0 Conclusion PAGEREF _Toc299639811 \h 12References PAGEREF _Toc299639812 \h 133.0 Marketing Strategy3.1 MissionThe company aims to be the world’s most preferred nature hair product line aiming to educate and promote all walks of life about the benefit of keeping hair healthy and natural and how to embrace what you were born with. Offering to our customer’s a high quality and customer service, at exceptionally economical prices.3.2 Marketing ObjectivesMarketing objectives for the first three years of launch of O’Natural Hair Care includeO’ Natural Hair Care’s marketing aim is to promote its products as healthy organic alternative to the normal petroleum filled, drying alcohol that most hair care products have and the product line makers provide. In order to accomplish this task, O’ Natural Hair Care will focus on existing markets, look to develop into new markets by extending our services, and constantly offer new products.The primary objective O’ Natural Hair Care is to market our products to customers and show them that the product is good for the hair and you will see instant results. Although we produce in small rural area, we are not far from the city of Houston and this will be our first market and with this being such a large city the initial opportunities are endless. O’ Natural Hair Care also desires to extend its services in order to tap into new markets. This will include sponsoring hair care seminars at colleges, natural hair show competitions, and also maybe start a scholarship fund for beauty school students. This too attracts a lot of positive attention and in a way is also a form of marketing and advertisement. 3.3 Financial ObjectivesGiven that the new product is expected to drive growth and profitability within the company, financial objectives includeBy year 3, contribute about 5% of overall company revenues and 10% of overall company profitsHave average revenue growth of 30%+ for the first three years of operationHave average margin of more than 40% for ever unit sold3.4 Target MarketsThere would be two primary target segments that would be very actively targeted by the company, African American women in all urban areas and cities in America. The second is all women who have the confusing task of learning how to manage their curly or kinky coiled hair.During the process of researching target markets for our marketing plan, we interviewed the current owners of Herbal Essence the distributions center and the marketers. This is a brand made by Clairol which is a products division of Procter and Gamble Clairol was stated in 1931 by an entrepreneurial chemist and his wife who named their enterprise after a hair-coloring groundwork they found while traveling in France. In the 1950s, after two decades of retailing the company’s hair tint to beauty salons, Clairol became a everyday name when it launched the first one-step home hair color method, Miss Clairol Hair Color Bath, which debuted with the now-famous catchphrase, “Does she…or doesn’t she? Only her hairstylist knows for sure.” Within six years of Miss Clairol’s launch, 70% of women were coloring their hair.In 1949 the single-step Miss Clairol Hair Color Bath was presented to the U.S. beauty industry. When Clairol sales agents gave a live demonstration of Miss Clairol at the International Beauty Show in New York City, thousands of hairstylists and beauticians grouped to watch. Bruce Gelb, son of Lawrence and Joan and a former Clairol executive described the scene in the New Yorker article: “They remained amazed. This was to the domain of hair color what computers were to the world of tally machines. The sales guys had to bring buckets of water and do the cleaning off in front of everyone, because the hairstylists in the crowd were convinced we were doing something to the models behind the scenes.”3.5 Positioning3.6 Strategies3.7 Marketing Mix3.8 Marketing Research
Marketing plan revision

Marketing plan revision

Question # 00002472 Posted By: vbroughton73 Updated on: 10/19/2013 07:05 AM Due on: 10/20/2013
Subject Marketing Topic Marketing Tutorials:
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Need help with Marketing Plan
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  1. neil2103
    Tutorial # 00002395 Posted By: neil2103 Posted on: 10/22/2013 06:14 AM
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  2. neil2103
    Tutorial # 00002411 Posted By: neil2103 Posted on: 10/22/2013 11:57 PM
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