Marketing: Branding and Slogan, Positioning Map, Controls and Contingencies

This article discusses the branding and slogan, positioning map, and controls and contingencies of the marketing plan for The Tree Planting Festival in Woodfordia. The article suggests using social media platforms such as Facebook, Twitter, and Instagram to spread information about the festival. The article also suggests introducing campaigns with the slogan 'Save the Tree and bring sustainability' and using search engine optimization and pay per click initiatives to attract visitors. The article also discusses the positioning map of the festival and the contingency plans for involving physically disabled people in the project. The article concludes by suggesting that if the branding strategy fails, promotion can be done through newspapers.

Running head: MARKETING
Marketing
Name of the student
Name of the university
Author note

1MARKETING
Branding and Slogan
The term branding indicates a process in which unique image of the products can be
developed on customers’ mind. As stated by Baker (2016), through different branding initiatives,
the marketing as well as communication methods can be improved. Branding also plays an
influential role for sustaining in the competitive business environment. Analyzing the current
marketing trends, it cannot be denied that social media has become the major contributor in the
current industry (Balmer, 2017). Therefore the marketing plan of ‘The tree planting festival in
Woodfordia’ will be developed depending on the different social media platforms such as
Facebook, Twitter and Instagram. Designing an effective web page, information regarding the
festival can be spread. In the web page, images as well as videos will be included for making the
page attractive. On the other hand, campaigns with the slogan called ‘Save the Tree and bring
sustainability’ can be introduced by endorsing the popular personalities. According to Park et
al., (2015), in order to sustain in the competitive environment, search engine optimization
strategy can also be beneficial in terms of making the plan more accessible to the viewers. In
case of attracting large numbers of people towards the project, pay per click initiative can also be
beneficial for fulfilling the branding initiatives. As stated by Kapoor, Dwivedi and Piercy (2016),
depending on this advertising model, the interested people can be easily identified. By providing
the online ticket booking facility, large numbers of visitors can be involved in the project.

2MARKETING
High contribution
to sustainability
Low quality of
planting material
Low contribution
to sustainability
High quality of
planting material
Vanamahotsav
a
The planting festival in Woodfordia
Positioning map
Figure: Positioning map
(Created by author)
In the above diagram, The tree planting festival in Woodfordia has been placed in the
high contribution to sustainability and high quality of planting material. Examining the
competitors’ position, it has been identified that Vanamahotsav is another important planting
festival that it is not only popular in the Australian market but also Vanamahotsav is famous in
the global market for its initiatives. In that case, it can be said that Vanamahotsav can be thee
tough competitor for Woodfordia.

3MARKETING
Controls and Contingencies
As stated by Alexander (2017), the contingency marketing plan is being adopted in case of
avoiding the risk. Through the planting project, the tree planting festival in Woodfordia aims to
involve the psychically disabled people, who have interest in bringing the environmental
sustainability can participate and provide their opinion regarding the environmental development
(Theplantingfestival.com, 2019). By introducing different environmental activities the tree
planting project also aims to involve the physically disable community in the sustainable
development. However, it cannot be denied that in most of the cases, the physically disable
people cannot access all the areas, which can create thee barriers for implementing the nature
development plan. Analyzing the weakness of the project, it has been identified that any kind of
special benefits for the handicapped participants, in that case, getting the support from those
people has become the major concern for the project developers. In that case, avoiding the issue
of lack of participants, without specifying a particular group of people, all the participants should
be greeted by the developers.
As a contingency plan, different group can be developed with all abilities of participants
so that areas, which cannot be accessed by the disable people can be visited by the others
participants. On the other hand, in such kind of projects, participants may face different
accidental issues, therefore, for avoiding such cases, a team can be developed with medical
experts, which will take care of health related issues. It can be assumed that depending on this
plan, the entire planting project can be implemented in an effective manner. Analyzing the
branding strategy of the tree planting festival, it has been identified that social media is being
highly preferred (Theplantingfestival.com, 2019). As the project will target all age group of
people, in that case, popularity of social media among the aged people can be a concerning issue.

4MARKETING
Therefore, if any case the branding strategy of the tree planting festival in Woodfordia will face
failure, the promotion can be done through the newspapers. Therefore, it can be said that in case
of any failure in planting project, above contingency plans can be adopted by the developers of
the tree planting festival in Woodfordia.

5MARKETING
Reference list and bibliography
Alexander, E. (2017). After rationality: Towards a contingency theory for planning.
In Explorations in planning theory (pp. 45-64). Routledge.
Baker, M. J. (2016). What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Balmer, J. M. (2017). Corporate Brand Orientation: What Is It? What of It?. In Advances in
Corporate Branding (pp. 175-202). Palgrave Macmillan, London.
Kapoor, K. K., Dwivedi, Y. K., & Piercy, N. C. (2016). Pay-per-click advertising: A literature
review. The Marketing Review, 16(2), 183-202.
Park, L. S., Yu, J., Yu, S., & Liao, L. (2015). U.S. Patent No. 9,116,994. Washington, DC: U.S.
Patent and Trademark Office.
Theplantingfestival.com (2019). Retrieved from: https://theplantingfestival.com/ [Accessed on
13th Jan, 2019]