Ivy Leaf Marketing Plan

This presentation outlines the marketing plan for Ivy Leaf, a counseling center aimed at bridging the gap between opportunities for new immigrant students and admission to elite universities. The plan includes offering in-center counseling, college application editing, test preparation classes, and one-on-one tutoring. The presentation also includes an environmental analysis, SWOT analysis, objectives and target customers, value proposition, product strategy, pricing strategy, place strategy, promotion strategy, and success metrics.

Ivy Leaf
Marketing Plan
[ ]
BUS 90

Introduction
● Our mission is to bridge the gap between the
opportunities available at new immigrants high
schools and the level of competitiveness required
for admission to elite universities.
● We will be offering the in-center one to one
counseling and college application editing. We
will also offer test preparation classes and one on
one tutoring.

Environmental Analysis
● The counseling center in Cupertino, CA, US
region is mainly focusing on the US students
and they ignored the immigrants and thus
the firm can reduce the gap between
immigrants and Us students (Alhassan,
2018)
● A budgeted amount of 51,000 dollars is
selected for establishing the firm in terms of
the total addressable market
● The selected firm chosen for this study
provides counseling and college application
editing procedure that provides an
enormous opportunity for immigrant
students, that changes their trends (Perez-
Encinas and Ammigan, 2016)
● National Center for transforming school
counseling is the main competitor

SWOT Analysis
Internal Strengths Internal Weaknesses
External Opportunities External Threats
• Needs of new immigrant
students fulfilled
• Enhance the opportunity for
immigrants to get admission
in elite universities op
Financial resources?
• ?
• Lack of expertise in this
field
• Lack of technological
aspects
• Various alternative
technologies have been
used by the competitor
• Regulations of
government
• Counselling and college
application editing
program enhances the
growth of business in
another region of US
in the channel?

Objectives and Target
Customers
(see chapter 7)
Marketing objectives:
• To maintain positive growth in every month
• To increase the penetration of market every quarter
• To enhance brand awareness that quantified by feedback from
immigrant students (Alhassan, 2018)
Target customers:
Behavior:
• Employees of the firm will maintain a high degree of loyalty to
the immigrants and help them by proper way to enhance their
opportunities as like of the US students
Demographic:
• Customers are between 15 to 25 years immigrant students
Psychographic:
• The students are selected irrespective of their gender,
location, religion, and income, and this increases their
positive attitude towards the firm

Profile of Target Customer
●Jane Smith is the customer whose
age is 17 years; he is unmarried who
shows his interest in studying in elite
university
●Customer seeks to get an
opportunity that he can easily get
admission in any elite university of
US (Alhassan, 2018)

Continue…
● Customer's criteria is that he paid one-third
of the fees in this counseling center and
after getting admission in an elite university,
he paid the rest amount
● After getting the fees, the person will buy
the product (Perez-Encinas and Ammigan,
2016)

Positioning
Innovation &
Ideation Marketing &
Branding
Collaboration
&
Productivity
Service &
Support
Product
Competitors

Value Proposition
●You should buy this product, because it solves
immigrant students problem of getting admission
in various elite industries or meets the students
need
●It does so by providing proper counseling and
college application editing services to students
● It is superior to competitive offerings, because it
is a more flexible opportunity and it enhances
the admission level of immigrant students
(Perez-Encinas and Ammigan, 2016)

Product Strategy
(see chapters 8 & 9)
Product description:
• Counseling sessions provide test preparation classes for
immigrant students
• By tutoring process, students learn about the college
application editing procedure
Key competitive differentiators:
• Fees structure is limited that is affordable to
every immigrant student (Alhassan, 2018)
• Provide opportunities to students to get
admission to various elite universities

Pricing Strategy
(see chapter 10)
Pricing objectives:
• To maximize the current budgeted profit
• To satisfy the students and keep competitors away
Pricing strategy:
• Provide every product at the reasonable fee structure
(Perez-Encinas and Ammigan, 2016)
• For various course, session fee structure will be different
Product Price:
• Counseling session – 125 dollars for six months
• Tutoring session – 115 dollars for six months

Place (Channels) Strategy
(see chapters 11 & 12)
Channel objectives:
• To make the service available for students in the
selected location (Alhassan, 2018)
• To meet the student's service requirements
Channel strategy:
• By using social media and special promotion
events in various places will help them to attract
immigrant students
• Market information are collected and thus act as
per the student demands

Promotion Strategy
(see chapters 13 & 14)
Promotional objectives:
• To increase brand recognition and awareness
among immigrant students
• To inform the students about the facilities for
choosing this coaching center
Promotion strategies:
• By providing an advertisement in social media,
newspaper the firm will promote their products
and services to their targeted students (Perez-
Encinas and Ammigan, 2016)
• The company will highlight the product benefits in
this promotional procedure

Success Metrics
● With the help of promotional campaign,
the company will measure and track their
business success (Alhassan, 2018)
● The increment of revenue growth and
market share after six months of
launching also help the firm to measure
its success rate (Perez-Encinas and
Ammigan, 2016)

Conclusion
By providing these innovative products
offering to the immigrant students will help
the firm to enhance their growth in the next
few months. The marketing strategies
provided help them to make a brand image
in the US market and also they can maintain
their competitive advantage in the market.

References
● Alhassan, A.M., 2018. Adult Immigrants’ Perceptions of Career and
Vocational Education and Factors Influencing Their Decision to
Peruse a Vocational Programme of Study. The International
Journal of Social Sciences and Humanities Invention, 5(12),
pp.5132-5139.
● Perez-Encinas, A. and Ammigan, R., 2016. Support services at
Spanish and US institutions: A driver for international student
satisfaction. Journal of International Students, 6(4), pp.984-998.