Marketing Plan – Lulu Hypermarket

Running head: MARKETING PLAN – LULU HYPERMARKET
MARKETING PLAN – LULU HYPERMARKET
Name of the student
Name of the University
Author note

1MARKETING PLAN – LULU HYPERMARKET
Marketing Objectives
The establishment of efficient marketing objectives is essential for an organization to
measure their progress and growth in terms of productivity and profitability (Bačík, Štefko
and Gburová 2014). The principles of SMART can be applied to the marketing objectives of
an organization in order to ensure its effectiveness in the achievement of organizational goals.
These principles entail that the objectives must be specific, measurable, attainable, relevant
and time bound (Chaffey and Ellis-Chadwick 2019). The SMART marketing objectives for
Lulu Hypermarket can be listed as below:
 Partnerships with specific local brands that are popular among the customers and
advertising them in order to increase the number of sales of the products by 12%
within 1 year.
 Providing bi-annual seasonal discounts of 20% to 50% on specific brands of products
to the customers, in order to overall promote sales.
 Creating official and active pages on social media like Facebook and Instagram within
6 months in order to increase customer engagement and keep them updated about new
products being sold or discounts offered on a seasonal basis.
 Increase the customer base by at least 500 shoppers for every promotion on social
media.
 Create an audit for the equipment used in the stores within 6 months to evaluate if
they need to be changed or developed.
 Increase in the overall revenues generated by the company by 5 million dollars within
5 years.
 Increase the current market share by at least 5% within 5 years.

2MARKETING PLAN – LULU HYPERMARKET
Marketing Strategies
The development of marketing strategies is essential to business organizations as it
helps them in devising plans and policies that ultimately increase their profitability and
productivity. These organization plans and strategies of marketing are specifically designed
to cater to the interests and requirements of the target customers (Pappas 2016). The
framework of segmenting, targeting and positioning helps organization in the process of
market segmentation and develop strategies to cater to the interests of the targeted customers.
Segmentation – The market segmentation of the customers can be made on the basis of the
following criteria (Cuadros and Domínguez 2014):
 Geographic – The organization operates through several outlets in 13 countries in
Asia, Africa, Europe and America. These outlets are present in rural as well as urban
areas.
 Demographic – The target market for Lulu Hypermarkets include customers from all
age groups and genders. These products and services offered can be afforded by
individuals from low to middle-income groups.
 Behavioral – The behavior of the target customers of Lulu hypermarkets can be
identified seeking cost advantage and easy accessibility of a diverse range of
products.
 Psychographic – the psychographic segmentation for the organization involves
individuals who are easy going and prefer the consumption of products with high
quality and low prices.
Targeting – The target market for Lulu Hypermarkets can be identified as individuals from
all age groups with a low to middle income level and preference for high quality products and
services at low prices.