Marketing Plan for LED Bulb: Promoting Products and Services

This article discusses the development of a marketing plan for LED bulb along with a promotional campaign to attract customers. It covers the target group, features, benefits, proposed promotional techniques, marketing objectives, budget plan, and team roles and responsibilities. The aim of the promotion is to create mass awareness, attract a broader spectrum of customers, and create a brand name for the company.

Assessment Task 1 BSBMKG413 Promote products and
services
Marketing plan
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Assessment Task 1 BSBMKG413 Promote products and
services
Table of Contents
1.0 Introduction..................................................................................... 3
2.0 Marketing plan................................................................................ 4
3.0 Conclusion....................................................................................... 8
4.0 Reference Lists................................................................................ 9
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Assessment Task 1 BSBMKG413 Promote products and
services
1.0 Introduction
Every product needs to be promoted for attracting greater number of customers. In this
analysis a marketing plan for LED bulb is developed along with details of a
promotional campaign (Kaplan 2010). While Australia is a booming market for LED
bulbs appropriate marketing activities has to conducted such as to generate interests
for the product.
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Assessment Task 1 BSBMKG413 Promote products and
services
2.0 Marketing plan
1. Product Description: The marketing plan is designed for retail product of
LED light bulb. The bulb is manufactured by local manufacturer and 230V
bulb is available at $1.50. The product is available mostly across major
retailers in Australian market as Coles, Woolworth and so on.
2. Features and benefits of product: The LED light bulb has several
attractive features along with being available at cost effective rates. The
bulb consumes less electric power and has capability to light up an entire
room. Its life lasts longer compared to any other bulbs available in the
market. The bulb is easy to fit in any type of lamp shades or power holders
or ceiling lights. It comes in attractive color shades as well including blue,
red, yellow and white. The product packaging is easy to carry and hold the
bulb or transport it.
3. Target group for promotion: The target group for promotion of the light
bulb is immensely large as it includes houses as well as for offices. The
easy to fit and use light bulb can be used by all (Hanna 2011). The
manufacturer targets retail as well as industrial purchases of large orders
for the light bulb.
4. Characteristics of the Target group: The basic characteristics feature of
target group is increasing awareness regarding power consumption or to
save rising costs of electricity. Users wants to avail same amount of
luminescence with lower costs and better products. Another integral
feature includes capabilities to bear extra cost for purchasing a same lamp.
5. Proposed promotional technique, including costs and timelines:
Promotional technique for this product will include traditional as well as
contemporary approaches. Traditional mode will adopt television, radio,
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Assessment Task 1 BSBMKG413 Promote products and
services
newspaper, posters, pamphlets advertisement. Whereas contemporary
approaches will be made by use of creating awareness through social
media groups as well as digital advertisement campaigns.
6. Reasons of effectiveness of marketing: Social and digital advertisement
campaigns will be highly effective as it will be visible to new generation,
who are aware regarding power consumption (Postill 2012). New
generation target consumers will also be available online via means of
various digital and social media platforms as Facebook, Twitter, Instagram
and so on.
7. Marketing objectives supporting overall business objectives:
Marketing objectives will aim at satisfying overall business objectives by
attracting consumers towards products of the company. Once customers
are attracted, they will make purchase of the product, which will help in
revenue generation.
8. Promotional Activities support marketing objectives to:
– advertising: Promotional objectives in advertising will help market
the products and also attract customers towards the brand.
– client functions: Promotional activities will generate greater brand
visibility that will help attract client and other functionalities
attached to them (Hastings 2013). Catering to client functionality is
a broader marketing objective.
– employee functions: Employees through a single promotional
activity can generate high levels of brand awareness which is turn
will help meet marketing objectives.
– media announcements: In promotional activities media
announcements will be made, which is another function of
marketing.
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Assessment Task 1 BSBMKG413 Promote products and
services
– product launches: Promotional activities conducted during
launching of a product will help marketing objectives in a better
way.
– web pages: While promoting a product awareness will be conducted
through web pages as well, which is another aspect of marketing
objective.
9. Reasons for cost-effectiveness: Digital and social media incurs lesser
costs compared to traditional promotional or advertisement activities. The
Company will be able to conduct repeated promotional activity while
catering to greater number of target customers groups.
10. Aims, purpose and objectives of the promotion:
The aim of the promotion is to create mass awareness.
Purpose is to attract broader spectrum of customers.
Objective is to create a brand name for the Company.
11. Budget plan: In order to create a promotional activity for social media or
digital campaign, a budget needs to be ascertained. The following are a
brief estimate of expenditure for the event.
Expenditure Heads Amount (AUD)
1.Generating Social Media and
Digital Campaign
20,000
2.Promting through paid
advertisement on Facebook,
Twitter, etc
50,000
3. Follow-up Activities 10,000
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Assessment Task 1 BSBMKG413 Promote products and
services
4. Catering to Customer Care 10,000
Total 90,000
12. Action plan for the promotion: An action plan for promotion will
include ascertaining digital and social media camping. Then mass media
propagation for attracting customers, generating leads and so on. Catering
to online customers in an interactive manner. Continue follow-uo and
evaluation activity for the promotion.
13.Legislative requirements relevant to the promotion: The promotion
will be bound to follow rules and regulations as per industry, especially
Competition Act. Implying it will not include any aspect within promotion
that competitors are using.
14.Organisational policies and procedures: The organisation’s policy and
procedures for promotion will be adhered, meaning that the promotion
shall adhere to all regulations applicable.
15. Team required and their roles and responsibilities: Digital team along
with marketing team will be responsible for conducting the activity. While
marketing team will plan and coordinate the entire procedure, the digital
team will be responsible for its execution.
16. Skills and technology required for the promotion: Digital team will be
requiring thorough knowledge of programming along with SEO (Search
Engine Optimization) and SEM (Search Engine Marketing).
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Assessment Task 1 BSBMKG413 Promote products and
services
3.0 Conclusion
From the analysis above it can be concluded that the Company will adopt digital and
social media campaigning for marketing and promotion of the product. A social media
campaign will be developed for generating greater interests.
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Assessment Task 1 BSBMKG413 Promote products and
services
4.0 Reference Lists
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of
the social media ecosystem. Business horizons, 54(3), 265-273.
Hastings, G., & Domegan, C. (2013). Social marketing: From tunes to symphonies.
Routledge.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and
opportunities of Social Media. Business horizons, 53(1), 59-68.
Postill, J., & Pink, S. (2012). Social media ethnography: The digital researcher in a
messy web. Media International Australia, 145(1), 123-134.
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