Marketing Plan for Desklib Online Library

Running head: MKT600 MARKETING
MKT600 Marketing
Assessment 2: Proposal Marketing Plan
Student’s name:
Name of the university:

1MKT600 MARKETING
Table of Contents
Introduction......................................................................................................................................2
1. Marketing strategy.......................................................................................................................2
a. Recommended target market...................................................................................................2
b. Positioning statement...............................................................................................................4
2. Marketing mix.............................................................................................................................5
a. Products....................................................................................................................................5
b. Explaining the different levels of products and how Donald should apply.............................6
c. Pricing strategy........................................................................................................................7
d. Distribution..............................................................................................................................8
e. Promotional strategy................................................................................................................8
f. Extended marketing mix........................................................................................................10
Conclusion.....................................................................................................................................11
Reference List................................................................................................................................12

2MKT600 MARKETING
Introduction
A marketing plan is a strategy which outlines the business marketing and advertising
efforts for the year to come of an organisation. Marketing plan mainly describes activities of the
business which accomplish the specific objectives within the time frame (Fan, Lau & Zhao,
2015). Marketing in the recent time has drastically evolved and marketing is now the critical
element for the business administration. Therefore, each of the organisations designs the
marketing plan to apply the knowledge of generating an effective marketing strategy. Donald B
is a chocolate product maker and owns two stores in Melbourne. Donald B wants to grow the
brand internationally and nationally. Therefore, the purpose of the assignment is to devise a
marketing strategy for Donald B. In the first part of the assignment, target market and
positioning map of Donald B will be given. In the following section, the marketing mix variables
are described with instances.
1. Marketing strategy
a. Recommended target market
Market segmentation
Market segmentation is a strategy that involves segregating a broad range of target
market into consumer subset based on the common interests, needs and priorities (Alt & Iversen,
2017).
Donald B can segregate the market based on the geographic segmentation where the
segmentation will be based on the rural and urban. Donald B has two stores in Melbourne based
and the geographic segment of the market will be based on the semi-urban and urban consumers

3MKT600 MARKETING
live in Melbourne. When the stores will be expanded to different locations in Australia, Donald
B will target the customers based on urban and semi-urban consumers who live near the stores.
Demographic segmentation of Donald B could be based on the income group and the age
of the customers. Donald B can make segmentation based on the higher-income group and the
young generation based on the age. Higher income group can afford to have money to visit the
chocolate stores.
Psychographic segmentation of chocolate consumers can be based on the personality,
attitudes, lifestyles and class of the customers. Based on the psychographic segment, the buyer
behaviour of the customers gets changed and the customers’ preferences depend on the size of
the chocolate; large block, small block and bars.
Behavioural segmentation can be done on consumers’ eating habits. Donald B can divide
consumers based on who like to eat chocolates and who like to send the chocolate as gifts. The
customers visit the chocolate outlets to spend time with the near ones and to have the best
chocolate. The segregation of the market will be done on customers’ perception of the common
needs, interests and priorities.
Primary target market
The primary target market of Donald B can be children and teenagers who are aged
between 4 and 17. Donald B will set the primary target market based on the age and income
group of the customers. The primary target market of Donald B will be from the higher income
group as the customers must afford to visit the chocolate stores. Donald B's consumers will be
young and from the higher income group.