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Marketing Plan Created by: Nichols College Marketing Seminar 2015

Overview

Recap – Situation Analysis

Target Audience Profile

Positioning Statement

Marketing Plan Goals Tactics Implementation Plan

Situation Analysis

Key Takeaways Market Competition Company

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Target Audience Profile: Professional Working Women

Professional Working Women

More stressed at home vs. work (Penn State University)

Control 80% of household spending

Lifestyle Juggle work and family Early mornings/Late nights Brief time for themselves at night Convenience shoppers

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Survey

Survey Results

5 People in Target profile of working women 2 responses

Strong scent Words to describe

Soothing Interesting Lulling

1 out of 2 would recommend

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Positioning Statement

Positioning Statement

A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand

NOT A SLOGAN

Every decision you make regarding your brand must align with and support your positioning statement.

BathRx Positioning Statement

Bath Rx is an independent company that focuses on providing products that promote stress relief and good health for the everyday working woman. Unlike traditional bath products, Bath Rx is formulated by bath and water therapy expert Dr. Carolyn Bessette, M.D., who combines all natural ingredients in her bath soak and is committed to educating women on the therapeutic benefits of bathing.

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Bath Rx Marketing Plan

Marketing Plan

Includes:

Goals

Tactics

Implementation Strategies: Blogging Influencers Subscription Service Communications Intern

Overall Goals

Increase sales of the Bath Rx product from the website Encourage multiple purchases

Increase brand awareness Shared/recommended on 3 blogger sites

Create more targeted communications towards working women Increase usage of social media and blogging

Tactics

Engage in Blogging Increase product sales/awareness

Finding influencers Increase product sales/awareness

Social Media/Online Presence Targeted communications

Hiring an Intern Assist in implementation

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Blogging

Blogging

Put your business contact information where readers can easily find it.

Position your content from the reader’s point of view, NOT from yours.

Create a posting schedule.

Create value for your readers.

User engagement.

Use Friends/Family/Students

Vlogging

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Finding Influencers

Influencers

Influencers are how Bath Rx will be able to create brand awareness from the target market. They are product and brand advocates that have a large reach of followers.

Newagemama.blogspot.com Over 4000 followers Product reviews

Bizzieliving.com Make mothers lives easier Homemade products from women Product reviews/Giveaways

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Subscription Service

Subscription Service

Leverage the packaging for a single bath Subscriptions Promotes long term purchases

Subscription Tab

Survey

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Communications/Online Presence

Communications

Geographic Awareness

Online Presence Website Amazon Twitter, Facebook, and Pinterest

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Hiring an Intern

Intern

New Energy

Technologically Savvy

Assist with implementation

Hire through Nichols

Measurement of Success

30 new customers over next 6 months

Customer reviews

User engagement on blogs/social media Comments 60 followers over next 3 months

Questions?