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Individual Marketing Plan

Angela Deon

BUS 340-01

December 8, 2009

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Table of Contents:

Current

Situation............................................................................................................

...............3

Vision.................................................................................................................

..............................3

Core

Purpose.............................................................................................................

.....................4

Goals and

Objectives..........................................................................................................

...........5

Timetables.........................................................................................................

.............................6

Target

Market...............................................................................................................

.................7

Segmenting Target

Market............................................................................................................9

Situational

Analysis.............................................................................................................

.........11

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Strengths...........................................................................................................

................11

Opportunities.....................................................................................................

..............14

Weaknesses.......................................................................................................

................15

Threats and

Problems......................................................................................................16

Competitive

Situations..........................................................................................................

.......17

Promotions........................................................................................................

............................20

Branding............................................................................................................

...........................23

Budget...............................................................................................................

............................25

Measures of

Success.............................................................................................................

........28

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Current Situation:

The core product of this marketing plan is myself, Angela Deon. The purpose of the plan

is to determine how to market myself to the job market and my career plans for the next five

years. Currently, I am a junior attending Lebanon Valley College full-time. I plan on graduating

in May 2011 with a degree in Business Administration and a minor in English Communication.

My individual marketing plan presented here includes my overall marketing goals and objec-

tives, a situation analysis, my core strategies, specific plans and tactics, timetables of when I

want to accomplish these plans, budgets and my measures of success.

Vision:

My vision is to enter and be successful in the beer industry, MillerCoors Brewing

Company specifically, and earn a job in the marketing department. Within five years I will ob-

tain a position within marketing and communications, first through an internship, then an entry

level position, and finally progressing through the company until ultimately becoming a Market-

ing Communications Manger. Through the next five years, I plan on continuing my education (if

I am not able to find a job right out of college because if I can I will earn my Master’s once I am

established) as well as obtaining a job to build my experience as well as my scholarly knowledge

to help give me more of a competitive advantage and to become a true asset to the company. I

am determined to find a position within the marketing department of MillerCoors Brewing Com-

pany that will fit my needs as well as the company’s and that will bring excitement to my life

each day. I am looking for a job that will be different with each day and will showcase my skills

to benefit the firm. I will execute this by implementing my knowledge and skills to the challenge

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faced by the company as well as learn everything I can about the organization. I will always be

open to new ideas. I hope to earn the respect from my employers and allow them to see my indi-

vidual skills such as my work ethic, leadership, critical and analytical thinking, verbal and writ-

ten communication skills and innovativeness. My future employer in the marketing department

will expect these skills in order to be a success and I will be able to satisfy them through my ex-

perience and education.

Core Purpose:

My interests and education lead me on the path of obtaining a job in marketing communi-

cations. As a prospective Marketing Communications Manager, I would provide a broad range

of communications and marketing support to the organization. The main responsibility of this

position is to create, implement and oversee communications programs that effectively describe

and promote the organization and its products. Managers often assist in the preparation of pre-

sentations and speeches that are directed toward employees and consumers, as well as provide

supervision and direction to the staff. The requirements for this job is a Bachelors degree with at

least seven years of field or any marketing area experience. Also, managers must be familiar

with a variety of marketing and business concepts, practices and procedures which I have gained

through my education and experience. They must plan and accomplish goals, perform a variety

of tasks, lead and direct others and must be creative. They must also have strong communication

skills, articulate clearly both with the written and spoken word, are able to understand a variety

of people, are confident, team leaders and quick learners. By following this career path to be-

come a Marketing Communications Manager within the beer industry, I will be able to show my

skills in marketing as well as communication by displaying how strongly I can communicate

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with others, how well I work with people and my leadership to become a valuable asset as a

manager.

Goals and Objectives:

My ultimate goal is to enter the beer industry in the marketing department by showing

my employer that I am the right “product” for them. I want to work for MillerCoors Brewing

Company or a local beer company such as Yuengling because I have grown up with the business

through my family. My family has owned beer stores throughout Pennsylvania and so I want to

continue this tradition by working on a higher level by entering a beer corporation. I have also

worked behind a bar which, along with helping out at the store, has helped me understand the

customers wants and needs and has helped me build my communication skills. I desire a com-

pany that will respect me and my work, have respect for the company and its customers and will

be new and exciting with each day. I hope the company will see what I can do for them and who

will notice my skills and where I can become a valuable asset to their firm. From the knowledge

I have, I hope companies realize that I am a very motivated individual who has a lot to offer and

has the will to continue learning.

Before graduation, I would like to obtain an internship at MillerCoors Brewing Company

thus upon graduation I can enter the company through an entry level position. I currently work

at my father’s retail store and at a bar so I am familiar with the business. Also, I have kept in

contact with Julie Marion-McGrody, the General Sales Manager for Central and Western Penn-

sylvania for MillerCoors Brewing Company. I observed her during my “Day of Observation” in

college. She has helped me throughout college and I hope by having this connection outside of

the classroom, I will have a better advantage to obtaining an internship and job. I have also net-

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worked through the company with other employers such as Kevin Murray, President of Miller

Brewing Company, who has been helping me find an internship as well. I have been trying to

keep in contact and remind them of my skills and what I strive to accomplish upon graduation.

By utilizing my networks, I hope they will help me advance into and through the company.

Timetables:

Fall 2008 Contact Julie Marion-McGrody and do Day of Observation

Fall 2008 - Now Keep in contact with connections and con-tinue building networks

Winter 2009 Apply to internships

Winter/Summer 2010 Get certified in bartending

Summer 2010 Internship 1 with MillerCoors

Fall 2010 Take GRE’s

Fall 2010 Look at grad schools and apply

Spring 2011 Internship 2

Fall 2010 and Spring 2011 Apply to entry level positions

May 2011 Graduate from LVC

Summer 2011 Start entry level job as Marketing Assistant or in sales

For next 3 years Gain experience and work myself up

When possible while in entry level position

Take graduate classes to earn Master’s

In 5 years Marketing Communications Manager Posi-tioning

Featured above is my timetable that I will follow in order to reach my ultimate goals.

First, my timetable focuses on me obtaining my college degree. I am currently enrolled as a full-

time student striving to obtain a Business Administration degree with a minor in English Com-

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munications. Therefore, I am taking classes that fulfill these requirements which will allow me

to graduate in May 2011. Through my years in school, I will continue trying to network myself

in the beer industry thanks to my family. I will continue contacting those in MillerCoors Brew-

ing Company as well as other companies to make my name known and to demonstrate my con-

tinued interest. Before I graduate, I plan to work as a bartender and to be certified during winter

or summer break. After my junior year in college, summer 2010, I will obtain an internship

hopefully at MillerCoors. I will also try to obtain an internship my senior year of college to help

make the transition into the workplace smoother so I may receive an entry level position. From

there, I will progress through the company over the next few years and gain as much experience

as I can until I reach my desired position.

Target Market:

The geographic location I would like to focus on is around the Philadelphia area. Miller-

Coors has a large distribution network in Pennsylvania and I have seen first hand through my

connections how this works. I also know there are great opportunities in Philadelphia since t I

have lived in the suburbs for my entire life and wish to continue living there. By establishing a

specific location, this helps me figure out my target market and to focus the area I wish to remain

and find a job.

To obtain my desired position of Marketing Communications Manager in MillerCoors or

another local beer company, I must first gain the experience required of the position. I will do

this through my internship as well as earning an entry level position in the marketing department

of the firm so I may work myself up the corporate chain. In order to do this, I must focus on my

target market to acquire the internship and entry level position. The important part here is to

make sure I focus on the right people to help me get the job so I can help them with their busi-

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ness. In general, I need to market myself to the marketing department, human resources of the

department, the marketing manager and possibly the Chief Executive Officer. When trying to re-

ceive an internship, I will target who I know in the company, McGrody and Murray, to increase

my chances in earning the position. At this moment I have been targeting Julie Marion-Mc-

Grody and Kevin Murray at MillerCoors to help me obtain an internship. I have contacted them

and shown them that I have a “go and get it” attitude. I will continue to focus on them for my

target market as well as Lou Romano, Marketing Manager from Yuengling Brewing Company. I

have spoken with him and he told me that Yuengling does not normally hire interns, but will in

special circumstances. He is the major target for this company for an internship and if I wanted

to enter his company.

In general, other than those specific targets listed above, I will also focus on the Market-

ing Department as well as Human Resource because I have learned that all interns must go

through the Human Resource Department in order to receive an internship anywhere in the com-

pany. This department determines the internships. When striving for the internship, I will em-

phasize my skills that I have obtained through my education and work with my contacts to help

me receive the position.

After graduation, I will follow up the internship by applying for an entry level position in

the Marketing Department or in sales to build my experiences even further. My skills from my

internship will help me obtain this position, especially since part of the internship at MillerCoors

is preparing a presentation that will be presented in front of the board. My work on the presenta-

tion will determine if they will offer me a job going into my senior year of college. It is then that

I will have to focus on pleasing the Marketing Manager and the Chief Executive of the company

because according to Forbes, CEOs are hiring employees based on whether they fit the com-

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pany’s culture and bring value. The presentation at the end of the internship will prove this fac-

tor and my experience will show if I fit in with the culture of MillerCoors, which is to have true

responsibility and be honest with the customers as well as in the industry.

Segmenting My Target Market:

Figuring out my target market is one of the most important aspects in my individual mar-

keting plan and it is also very important to know the segmentation in this market. Upon gradua-

tion, I will be broken up into groups according to, for example, degree. I will be a 2011 college

graduate with a Bachelor’s Degree in Business Administration and a minor in English Communi-

cations. It is estimated that there will be 1.57 million within the group of students graduating

with a Bachelor’s Degree in 2011. One part of this 1.57 million will be the group of students

who have earned a Business Degree and are trying to find a job in the same field as me. There-

fore, companies may use psychographic segmentation to determine who will best fit the com-

pany. As previously stated, CEOs are hiring employees based on whether they fit in with the

company’s culture and if they bring value to the firm. Psychographic segmentation can help em-

ployers do this because it is a market segmentation based on the personality, motives, lifestyles

and geodemographics of the market. To fulfill these variables, I will have to prove to my em-

ployer that I am an acceptable candidate by displaying that my personality will fit the nature of

the company. I will demonstrate that I am a “go-getter” who is motivated to get a job done and

works well with others. Throughout college, I have been working on my networking skills and

the contacts I need to receive a job. I do not wait for the opportunity to come to me. Instead, I

call someone to talk to them about the skills, job and advice. Also, I work well with others and

have proven my leadership skills through my ten years as being a team captain for a Relay for

Life team in Bensalem. My experience there has taught me how to be organize and how to ad-

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vertise. I have organized fundraisers to help raise money for the American Cancer Society and

they have been very successful. I also have to organize my members and show true leadership to

be successful each year.

I also have a great attitude when I want to show how valuable of an asset I am with the

company. I have a great work ethic shown through my past and current jobs as well as my stud-

ies in school. Through school I have gained many skills and have taken classes in different de-

partments of business as well as English, marketing and communication courses. My grades

prove that I have done well in these courses and that I have great time management skills

through school and my lifestyle. I am dedicated to my studies and earning the experience I need

to be successful.

Situational Analysis:

Strengths:

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I have grown up in the beer industry and have watched the retail end of the beer industry

from behind the seats since I was a child. I have helped my father work at the store since I was

fifteen until the present time and I have seen first hand the beer companies’ customers. I would

work the register as well as do odd jobs around the store and help customers. I have learned

what they expect in their product and how marketing in the retail store is executed. Also,

StrengthsExperience in the industry, retail and serviceNetworkingHistory with companies in the industryMarketing experienceEducationCommunication experience and skillsCustomer Relation skillsTime Management and multi-tasking skillsLeadership skills

WorldlyWeaknessesAfraid of making mistakesIndecisiveNot a risk taker and be in uncomfortable situationsLack of confidence

Opportunities

Family business and networksContinuing educationContinuing contactsWilling to learnFurther certification

Threats

Firms not have internshipsCompetition from other college students/graduates

ProblemsCompanies not hiring interns due to the economy

No internship/job opportunities in my desired location

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through the store, I have met many people who work in a variety of corporations including other

retail owners, distributors, managers and high executives, such as those who I am targeting when

I strive to achieve an internship and entry level job. The store has helped me interact with the

customers and with networking.

I also have experience in the beer industry in service industry. For two summers I have

worked as a server at the Highlands Grille at the Makefield Highlands Golf Course as a server

and cart girl. I work behind the bar by serving drinks to the golfers, worked the register and

serving food to tables. I also work outside on the golf course by selling beer, soft drinks and

snacks to the golfers. Through this job I have acquired skills such as being able to balance multi-

ple situations at once, prioritizing jobs, handling money without the use of a computer, and re-

sponding to customer’s needs right away. Since I work by myself for most of the time, I also

gained confidence in my work. Communication was key as I had to respond to customer com-

plaints and provide fast service. If the consumer was unsatisfied with their service or experience,

it was my responsibility to make sure they leave satisfied and the willingness to return.

Along the lines of marketing experience for a drink company, for a summer I worked for

the drink company Function. Function was a new drink that competed with Vitamin Water.

It was created by UCLA physicians to help work with one’s body to help perform a variety of

different tasks. I worked for Michael Rigney, who formerly worked for Arizona Tea as a distrib-

utor. He would send me to different sites to hand out samples of this new drink. I had to be bold

and confident to grab the consumer’s attention and inform them of the new product. This was

one of my first interactions with real marketing through sampling.

Other job positions I have had in the past and present were not directly associated with

the beer industry or marketing but have helped me develop my customer relation skills as well as

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my time management and communication skills. For a year I was a Sales Associate at Forever

21 Incorporated in the Oxford Valley Mall in Fairless Hills. Forever 21 is a specialty retail store

that specializes in women’s fashion. It was my job in this store to help maintain the store, help

the customers and run the register. I worked with customers in trying to find what they were

looking for, give advice on clothing and respond to customer’s problems such as damaged goods

and customer returns.

Also, while attending Lebanon Valley College, during the first semester of my sopho-

more year and my junior year, I took a job in the Office of Advancement as a Phonathon caller

for the Valley Fund. Since my other jobs were during the summer, taking up a job during the

school year was a good test of my time management skills. It also helped me to build my exper-

tise in customer relations. The responsibility of my job is to call alumni and parents from

Lebanon Valley College and build a rapport with them as well as for a donation to the Valley

Fund that helps support the current students through their scholarships. I act as a representative

from the college and so I must remain professional as well as build a relationship with the possi-

ble donor.

Other than through my jobs, I have acquired leadership skills through my work with Re-

lay for Life that helps support the American Cancer Society. I have been a team captain of fif-

teen for the last nine years and through my position I have organized fundraisers such as Carol-

ing for a Cure, Bowling for a Cure, bake sales and raffles. I have also organized my members on

my team to perform certain tasks for the Relay for Life event such as decoration committees and

to have them raise money on their own.

My strengths continue through my experiences with different cultures. I have traveled to

eight various countries as well as studied and lived in Italy for four months during my time in

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college. I have gained an understanding of distant cultures and diverse people which has helped

me learn a new language as well see marketing on different levels. I have first hand experience

on what citizens of different countries expect and how their needs vary compared to our culture

in America.

Through all of my work experience at my family’s business, during the summer, during

school, and for nonprofit organizations, I have fully enhanced my communication skills, learned

the customers through direct contact, time management skills, multitasking skills as well as lead-

ership skills. My various positions have helped me learn the different business situations and I

have experience working in both retail and in a service. I am now a versatile person who has

worked in different business atmospheres.

Opportunities:

I am also willing to learn as much as I can and through my education, I will have training

in not just marketing, but other business departments. I have learned computer skills, manage-

ment and marketing skills, communication skills and I have also taken classes in Finance, Eco-

nomics and Business Law. Through my communication and business courses as well as experi-

ence, I have also become excellent public speaker. I was given the opportunity within my educa-

tion to be trained on how to speak properly and gain excellent communication skills that an em-

ployer will look for.

I have the opportunity to finish my education at Lebanon Valley College and earn a de-

gree in Business Administration and a minor in English Communications. The skills I have

learned through my education will help me in obtaining my desired internship and jobs. Further-

more, my networks, that I said was my strength, is an opportunity in that I have an advantage. I

know executives in the beer industry who know my family since my father’s store has history

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with those companies. This gives me the opportunity to use my good name and use these con-

tacts to get an internship and job. They will see my family’s history and know I have experience

with it, as well as a great attitude because of my continued contact with them.

Other than education, I also have the opportunity to be certified in bartending which I be-

lieve will give me an advantage over the competition. With a certification from the Bucks

County School of Bartending, which my family has connection there as well, the company will

notice that I am able to serve behind the bar and took my training and experience to another

level.

My final opportunity, which is also my strength, is my worldliness. I was given the op-

portunity to travel a great deal through high school and college including visiting 8 countries and

living in Italy for four months. This opportunity will be extremely beneficial to me as I search

for internships and jobs because most companies are going global. MillerCoors, for example,

imports many beers such as Peroni from Italy. My strength as a traveler and knowledge of dif-

ferent cultures was an opportunity that will benefit me in life.

Weaknesses:

One weakness I need to address is the way I may handle problems and my fear of making

a mistake. I know that a major quality requirement for marketing managers is being decisive.

When a situation is presented to me, I take too much time thinking about what to do and am in-

decisive about it. I become afraid that I will make the wrong decision or handle the problem in

the wrong way that may affect the overall outcome. I need to learn to overcome these situations

and face them head on. If I make a mistake, then I will have to deal with it. It is better than not

making a decision at all, or taking too long with it.

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Moreover, I do not take many risks when I am unsure the outcome. I fear putting myself

in a situation that I know will make me uncomfortable which is why I do not put myself in situa-

tions I know will be helpful to me in the future. However, I did put myself in a situation where I

lived in a different country for four months, and so if I can do that and was willing to put myself

through that, I am sure I can handle whatever an employer may throw my way. I know I have a

great attitude when I know what I want, and I want the employer to see that. Even if I am afraid,

I need to learn to just do it, and remember that I have been in worse situations and that if I can

live in a country where I do not know the language, I can do anything.

Threats and Problems:

The largest threat that I will have to face is my competition. When applying for intern-

ships and jobs, I will have to make sure I have competitive advantages over my competition,

which I explain further in my competitive advantage section. My opportunities such as network-

ing and my family’s history with the business will aid me through this threat as well as my ex-

tended training.

Due to this current economy, I know trying to enter the field of marketing will be diffi-

cult. First, many companies are not hiring and are cutting their internship programs which

makes it extremely difficult for me to enter the industry of my choice. Firms simply do not have

the money to hire more employees, and since interns are prospective new employees, they do not

want to give them the opportunity. Also, many of the firms that I would be interested in do not

have internship program at all, such as Yuengling Brewing Company and other microbreweries

in the area. Since they are smaller firms as well as family oriented firms, they do not take on in-

terns and instead look for employees when they need to. For example, Yuengling Brewing Com-

pany does not have an internship program, however, they did make an exception last summer

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when they created an internship for the daughter of a friend of owner Dick Yuengling. I have

talked to the Marketing Manager at Yuengling, Lou Romano, and he has confirmed that intern-

ships are not something that they do, however, they can make the exception like last summer if it

is approved by the Human Resource Department. Other microbreweries are the same way,

which causes a potential difficulty.

Another situation with the internships is that if a company offers internship positions that

I may desire, they may not be in the area that I am willing to work in. MillerCoors Brewing

Company has recently posted marketing internships for the summer that are in Chicago, Illinois.

I would graciously take the opportunity if I was to earn it, however, they are not in my ideal lo-

cations, such as Philadelphia. However, an internships located more in my desired location may

be available through one of networks, but it is still irresolute. If an internship is not where I

would prefer, I will have to overcome my fear of living on my own in another part of the coun-

try.

Competitive Situation:

Competition:

Employment in a marketing position is expected to grow in the next few years, which in-

creases the competition I will be facing once I enter the job market. Those who have a Master’s

degree and a certification may have more of an opportunity in obtaining the positions. However,

for a Marketing Communications Manager, a Bachelor’s degree will be sufficient along with the

experience. Employers are looking for the experience and how one fits in with the company’s

culture.

My true competition are those competing for the same position with me first for an in-

ternship, then at the entry level position of an Assistant Marketing Manager and finally my fel-

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low employees who also wish to advance their careers within the company. To overcome these

potential competition is through my competitive advantages such as my networks, education, ex-

perience and effective skills. I will prove that I am the right person for the internship, job and

advancement within the company. Also, there is a large need for those with effective communi-

cation skills in both writing and oral communication. With the advancement in different com-

munication styles, jobs are opening up to keep up with the technology and social networking.

For example, Lou Romano, Marketing Manager of Yuengling Brewery Company, says that their

company has created jobs just to keep up with the social networks such as Twitter and Facebook.

These jobs will be coveted and thus there will be great competition for them. With the increased

graduation of students, I will need to exemplify my competitive advantages to achieve my goals.

Analysis: Potential Earnings:

Earnings for a marketing position varies according the geographic location, position and

company. Since my desired geographic locations is Philadelphia and the areas surrounding the

city, those are the ones that I focused on. According to figures from basic market pricing reports

that were prepared by analyzing a survey of data collected from Human Resource departments in

the specific areas, an entry level job as a Marketing Assistant earns around $40,000 to $42,000

around the Philadelphia area and in the city. Eventually, after working in corporate and gaining

enough experience to work higher in a company, one can acquire the position of Marketing

Communications Manager salary, which, to start, the typical median ranges between $88,324 in

the city of Philadelphia. A Marketing Communications Manager salary in my hometown of

Morrisville is $92,774.

Analysis: Education and Training:

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For marketing, sales, and promotions management positions, some employers prefer a

Bachelor’s or Master’s degree in Business Administration with an emphasis on marketing.

Courses in Business Law, Management, Economics, Accounting, Finance, Mathematics and Sta-

tistics are said to be very advantageous. Marketing Communication leaders must be familiar

with these various marketing and business concepts, practices and procedures, which I have

gained through my education at Lebanon Valley College as I strive for my degree in Business

Administration.

Other features and skills that must be attained to make it in this type of business. Accord-

ing to the Bureau of Labor Statistics, people who are interested in these field must be mature,

creative, highly motivated, resistant to stress, flexible, and decisive. Through training, they must

be able to communicate persuasively, both orally and in writing, with other managers, staff and

the public. These interpersonal skills are crucial because the job of a Marketing Communica-

tions Manager requires them to perform a variety of tasks including being able to lead and direct

others. It is important to have exceptional communication skills to be able to be an effective

leader.

Other than training, employers are looking for those who have enough experience for the

position. An internship during one’s education is highly recommended. For a marketing posi-

tion, especially a Marketing Communication Manager, not only is education important, but it is

required that the potential manager must have at least seven years of experience in a marketing

field. This allows growth in the company to earn this position and the opportunity to learn as

they work up the ladder.

Promotion:

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In a situation such as this where I must promote myself to my future employer to get an

internship, entry level job and then work myself up the industry, personal selling is the best tool

to use. Personal selling is the direct communication between a sales representative (myself) and

one or more prospective buyers (potential employers). The advantages of using this type promo-

tion it is that it allows me to interact with my potential future employer and provide a detailed

explanation and demonstration of what I am capable of. This is usually done by a planned pre-

sentation to one or more prospective buyers for the purpose of making a sale. This concept is vi-

tal to my individual marketing plan because it means that I will personally tell and show my fu-

ture employers on what I can do. It will appeal to them and promote my best attributes.

Due to my family’s background, I have increased my buying power by establishing net-

works thus increasing the receptivity of future employers. My family’s beer store, Pat Deon

Beverages in Fairless Hills, is the top retail store in the state of Pennsylvania. I have met em-

ployees at various companies, including Julie Marion McGrody, General Sales Manager of Cen-

tral and Western Pennsylvania for MillerCoors Brewing Company, and Lou Romano, Marketing

Manager of Yuengling Brewing Company. When I first met McGrody and Romano, I first

called them to establish interest as well as ask them questions for projects that I had to do during

my time at Lebanon Valley College. While we talked, I informed of my interest and some of my

capabilities while still focusing the conversation on themselves. After this initial meeting, I have

met McGrody three times face-to-face, e-mailed, and called her to remind her of my interest.

Through these connection, I believe I have increased my potential in establishing an internship

which will also establish interest in an entry level position in their company. By using this per-

sonal selling tool of promotion to talk to McGrody and Romano, we have exchanged information

because I have told them of my interest and they know about what I can do for their company

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through my experiences on the retail level with my father’s store as well as behind the bar. On

the other side, they have informed me of various aspects of their company as well as how to en-

ter their company with internships. By starting early, this has given me the upper hand as I try to

promote myself to the beer industry. Networking is a great opportunity to establish myself into

the industry by continuing my interaction with potential employers.

To help promote myself further into the beer industry, I am continuing to gain more expe-

rience with retail and customer interaction. Future employers will see that I have experience

working at the retail level at my father’s store as well as my time as a bartender at Makefield

Highlands Golf Course in Yardley, Pennsylvania. To go along with my experience behind the

bar, within the next year I plan to be certified in the profession to help my competitive advantage

with other potential employees who are trying to receive the same opportunities I am striving to

achieve. Employers will see through my continued experience that I am dedicated to learn what

I can and that I have first hand experience with the company’s target market.

Since I have already established myself into the industry through my connections, I will

seal the deal with my sales proposal in the layout of my resume. My resume will show the de-

tails of my education, degrees, classes, and internships (when I attempt to enter the industry on

an entry level position). It will also be thorough about my experiences and previous occupations

such as my work in the beer store, the bar at the golf course, marketing experience for Function

and clothing retail. Other experiences are not in a form of an occupation, but are important to

add to my resume such as my role as captain of my Relay for Life team for the past nine years

and my worldliness as I have traveled in various countries through my life and took the opportu-

nity to study abroad in Italy while I was in college. These features in my resume will show em-

Deon 23

ployers that I am different with my jobs, my roles and community service, as well as my expan-

sive knowledge of other cultures.

When I go for my interview for a job, I will be able to “sell” myself to the company by

showing them my exceptional communication skills and discuss my experiences in full detail. I

will let them now the knowledge and skills I have gained through my experiences and demon-

strate why I am best fitted for the position. I will show I have great potential through my contin-

ued connections, resume and interview.

With MillerCoors Brewing Company, it is important to receive an internship with their

company due to the potential of having a job before one graduates college. As of this moment,

internship opportunities are available for the summer for those about to enter their senior year of

college. Once one receives the internship, they will learn the ins and outs of the company as well

as work on a presentation that they will have to present in front of their department teams. If

they agree, the intern may be offered a job on the spot, so it is important to receive the internship

to improve one’s chance in entering the firm. I have kept in contact with McGrody as well as the

President of MillerCoors, Kevin Murray, to find information about this opportunity. If I was to

receive the internship, through sending in my resume and interview which I will still follow my

plan listed above, I will utilize personal selling on a different level. I will demonstrate to the em-

ployer my abilities so they may see how I can be an asset to MillerCoors and the exchange would

be that I would help them if they help me, by offering a position in their company.

Overall, through this plan, I can show that I am the best candidate for the job/internship.

Personal selling is important because it is a way that I can explain and demonstrate to my future

employer on how I can help their company and in return, they would help me by giving me the

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opportunity and offering the position. I will use my education and experiences to give me an

edge and will “sell” myself because I know I am worthy to receive the position.

Branding:

The success of any kind of business depends on the target market’s ability to distinguish

one from the other. This is why branding is the main tool that marketers use to distinguish their

product from the competition’s. In this type of situation, the product is myself and my target

market is the employer and departments that I have discussed earlier in my individual marketing

plan. It is important to establish my brand identity, prior to graduation from Lebanon Valley

College, to attract potential employers that will find me desirable to hire. I need to make sure

that I am distinctive compared to my competitors and fellow graduates. Also, proper brand eq-

uity will contribute to my success with my future goals. My personality, education, training and

experiences listed will help create my personal brand and show the companies that I can add

value to their firm. They will perceive my quality for their company. Furthermore, it will create

brand awareness by getting my name to the employers so that they will recognize it when the

time comes for hiring. By combining awareness as well as brand recognition, positive associa-

tions, preference and insistence, I can develop my brand equity effectively.

To follow the branding model, I first must identify my brand. A brand is a name, term,

symbol, design or combination thereof that identifies a seller’s products and differentiates them

from competitors’ products. For employers to identify me as a brand, I must create brand recog-

nition. Employers will first recognize that I am a college graduate with an education, hopefully

an internship, various skills and experience. This can be achieved by detailing my traits to my

potential employer and so they will recognize me. Also, by continuing to contact those within

the industry will help build not only my brand recognition but my brand equity. When a com-

Deon 25

pany sees my name as I apply for internships and jobs, that is when I know I have brand recogni-

tion.

Along with establishing my brand recognition within the company, I also want my target

market to have positive associations when they recognize me. To create these positive associa-

tions, I must proceed contacting and communicating with my target market so they will think of

me. Today, some of these contacts include Julie Marion-McGrody, Kevin Murray as well as Lou

Romano. Also, the positive associations I want them to have along with recognition is that I am

hard working, dedicated (since I continue my interest in their company and contacts with them),

communicate effectively through my conversations, and overall have a good head on my shoul-

ders. Through my resume, they will learn of my education, training as well as my skills and ex-

periences. However, seeing it on paper is not always enough. I have had face-to-face interac-

tions and through my communication skills. I have demonstrated that I am able to speak and

communicate effectively, communicate through e-mail which shows my writing capabilities, as

well as my determination. I have shown my initiative to know what I want and my will to get it.

I am very strong-minded and am not afraid to pick up the phone and call someone for help, ad-

vice, or to keep in contact. I do whatever I can to follow my dream, and it is through this that my

potential employers, whether I have already contacted them or someone in their industry or not,

know (or will know) my continued interest. This has helped me and will continue helping me

create positive associations.

By receiving an internship during my college career, I will also create positive associa-

tions with a company as they will see that I can demonstrate what they saw on paper and what I

have told them in person. This will create brand preference as I continue to demonstrate what I

am capable of through an internship. The company will prefer me over the other competitors

Deon 26

due to my skills and what I can do. The internship and as well as an interview, when applying

for the job, will create my brand preference.

Once I have brand preference within MillerCoors, I will build myself with my continued

interest as well as through my internship to go beyond my limits until the company knows I am

the best person for the job. I will strive to make sure my skills are clear and I will strive to com-

plete all tasks. It is also important that a company knows how dedicated a prospective employee

is to the firm and their position. Between my brand recognition, positive associations, brand

preference, and brand insistence, MillerCoors or any other firm in the industry will see that I

have brand equity to add to their corporation.

Budget:

To implement my plan is not a cheap process. Major expenses are required in or-

der to followthrough with my plan of education, training, promotion and finally my plans

after graduation up through my first year of full time employment. My education and

training are keys to my success in life. It is through these and my experiences with my

education and training that will help me to be hired at MillerCoors Brewing Company. A

table below lists these expenses. All numbers are approximates.

Education/Training Year Expense

College Education at LVC 2007-2008 $21,475*

2008-2009 $25,987*

2009-2010 $21,475*

2010-2011 $21,475*

Bartending Certification at The Bucks County School of Bartending

Within 2010 or 2011 $100 enrollment

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Education/Training Year Expense

Fox School of Business and Management for Grad-uate Studies

If a job is not feasible.Within the next ten years

$752 per credit hour

*Tuition is $38,570 and these numbers are tuition less financial aid and grants. Loans and out of pocket expenses are included. Books and other supplies are not included but add up to around $4,000.

My expenses for my promotional needs, including clothing to make a good impression, resumes

and gas expenses for traveling will roughly equal $1,500. This number is based off of what I

have spent so far on these items and what I may in the future.

I hope to pay off my loans for college within two years of graduating Lebanon Valley

College. With an interest rate of 3.75%, my minimum monthly payment on my loans will be

$58. However, I hope to pay them off as quickly as I can and pay more each month. Once I

graduate, I hope to have an entry level position in the Marketing Department as a Marketing As-

sistant with a salary of around $40,000 to $42,000. To lessen my expenses for the first few years

out of college, once I receive a job, I will remain at my parents house until I can afford to move

into a townhouse in my area. Since I want to work out of Philadelphia, living at home is feasible

as I could take the train into the city for work. This plan is to raise some money and to pay off

my college loans earlier without worrying about rent to a large extent. The only rent I would

have for the next few years after graduation would be to my parents. In my house we have an in-

law suite which is like another house inside my house. I would pay for my own food and rent of

$100 per month to live at home and so I may pay off loans. Through my first year of employ-

ment, I plan to live in this manner paying rent to my parents, commuting to my job by way of the

Septa regional rail train, pay for my food and clothing as well as car insurance. My total ex-

penses for my first year employment with these charges is about $3,500.

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If a job is not accessible once I graduate college, I have a different plan in mind for my

life. The ideal situation is to obtain a job upon graduating Lebanon Valley College and eventu-

ally the company may pay or help me in achieving a Master’s degree in Marketing Communica-

tions at Temple University. However, if this is not the case, I plan on taking more loans out to

attend the graduate program at the Fox School of Business and Management at Temple Univer-

sity in Philadelphia where I may strive to earn my Master’s in Marketing Communications. Tak-

ing out more loans is risky, but in the long-run, earning my Master’s will pay off as I may be

able to acquire a higher paying job. I would still live at home and commute to Temple, so my

expenses would include the tuition, and the $3,500 that I stated previously. Through my time in

graduate school I would have another job to help pay for these expenses as a bartender or in an-

other industry. Once I graduated and was able to receive a higher paying job, I could pay back

my loans as well as move out of my parent’s house into a town house in my desired location.

This would be after my full year with my first job.

Measures of Success:

• Acquiring networks that help me to find an internship and with the process of earning it

• Obtaining an internship by the summer of 2010 (between my junior and senior of college)

• If I receive the internship at MillerCoors:

• Being able to show the company what I can do for them

• Gather research for the presentation and be successful at the presentation

• Being offered a job, due to my excellent presentation, for when I graduate college

• Being certified as a bartender

• Receiving my diploma from Lebanon Valley College in May 2011

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• Finding an entry-level job in the Marketing or Communications Department of a com-

pany

• Being able to pay off my college loans within a reasonable time frame

• Being able to climb the corporate level within three years of being with the company (be-

ing promoted within those three years)

• A salary increase due to my excellent performance at the company

• A salary that can support me and possibly a family.

• Loving what I do and going to work knowing it will be different with each day. I do not

want to work for a company where I dread going to every day. As long as I am happy and I

keep interested and excited in what I am doing, then I am successful.