Marketing Plan of Sparx: Analysis, Strategy, Implementation and Control

This report presents the marketing plan of Sparx, a shoe company based in Vancouver. It includes external market analysis, marketing strategy, implementation, control, and sustainability plan. The report also includes a SWOT analysis, objectives, and target market.

LAST NAME OF THE STUDENT 1
Marketing Report of Sparx
Name of the student
Introduction to Marketing
Professor Name
Date

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Executive Summary
Marketing forms an essential part of the business and in order to see to it that a business is able
to generate considerable sales and to ensure that it is successfully able to win over the customers,
the firm would be required to engage in extensive marketing in order to achieve its business
objectives as well. Hence, the primary aim of the particular report is to highlight and present the
marketing plan of a shoe company based in Vancouver named Sparx. The report follows a
structured format whereby the external market analysis is followed by the presentation of the
marketing strategy. The latter half of the report presents the implementation, control as well as
the sustainability plan. A conclusion wraps the marketing plan.

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Table of Contents
Current Market Situation Research.................................................................................................5
PESTLE.......................................................................................................................................5
Size of the Market........................................................................................................................6
Growth or decline rate.................................................................................................................6
Trends..........................................................................................................................................6
Two major competitors................................................................................................................6
SWOT Analysis...............................................................................................................................6
Strengths......................................................................................................................................7
Weaknesses..................................................................................................................................7
Opportunities...............................................................................................................................7
Threats.........................................................................................................................................8
Objectives........................................................................................................................................8
Marketing Strategy..........................................................................................................................8
Target Market..............................................................................................................................8
Product.......................................................................................................................................10
Price...........................................................................................................................................11
Promotion..................................................................................................................................12
Distribution................................................................................................................................13
Implementation Plan......................................................................................................................14

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Controls..........................................................................................................................................16
Social Responsibility/Sustainability..............................................................................................16
Conclusion.....................................................................................................................................16
References and Bibliography.........................................................................................................18
Appendix........................................................................................................................................20

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Current Market Situation Research
The new shoe company for which the Marketing Plan will be prepared is a shoe
company. The company offers a large product line with respect to the shoes and has an offering
for both male and female customers1. Primarily popular for its leather shoes, the company will be
looking out to cater the audiences by offering them with products like sports shoes, party shoes
and other casual shoes. The main target market of the company will be Vancouver.
PESTLE
The macro environmental analysis of Sparx can be done by making use of the PESTLE
Analysis whereby the different factors like that of Political, economic, social, legal,
environmental and technological will be analysed2.
 Political: The governmental policies always have a key role to play in the firm and the
government a Vancouver which comes under the government of the United States is quite
supportive of new businesses and would want the business to grow accordingly.
 Economic: There has been a considerable rise in the labour as well as production costs
due to the economic downturn and inflation which shall have an impact on the operations
of the firm3.
 Technological: There have been various innovations in the field with respect to the
production as well as the marketing strategies using artificial Intelligence and social
media which can be taken advantage of by the firms4.
 Social: The choice of the consumers has changed accordingly and the different customers
have become more brand conscious and would like to prefer quality over the quantity and
thus for this reason, it is crucial that Sparx engages in efficient products.
 Legal: There takes place a large number of legal obligations which a new firm in
Vancouver would be required to abide by all these legal regulations in order to ensure
successful business at large5.
 Environmental: The different environmental aspects like emission of greenhouse gases
and other related pollution concerns need to be taken care of by the firm.
1 Ambat, Loise Marie C., Thomas Reese Cabagnot, Daniel Jasper C. Flores, and Ryan Christopher F. Tiong. "A
Study on Designing a Marketing Plan for a Start-Up Business in the Philippines." In Ascendens Asia Journal of
Multidisciplinary Research Conference Proceedings, vol. 1, no. 2. 2017.
2 Lasserre, Philippe. Global strategic management. Macmillan International Higher Education, 2017.
3 Robson, Wendy. Strategic management and information systems. Pearson Higher Ed, 2015.
4 Ambat, Loise Marie C., Thomas Reese Cabagnot, Daniel Jasper C. Flores, and Ryan Christopher F. Tiong. "A
Study on Designing a Marketing Plan for a Start-Up Business in the Philippines." In Ascendens Asia Journal of
Multidisciplinary Research Conference Proceedings, vol. 1, no. 2. 2017.

LAST NAME OF THE STUDENT 6
Size of the Market
According to the report of Marketwired.com (2018), the Canadians have purchased a
considerable amount of shoes and the size of the market can be considered to be effectively
large. Various brands like Native and People Footwear are effectively popular but there exists
brands like Blundstone and Santana which are also purchased. The shoe brands offering classic
footwear like the Birkenstock Gizeh Birko Flors and the Converse Chuck Taylor have also been
a popular choice of the different customers. The revenue segment has been US$106,010m in
2018 whereby the revenue for the current user is around US$68.30.
Growth or decline rate
There has been a considerable growth rate in the shoe market whereby the growth has
been inclined more towards the online purchases whereby around 32% of the purchases were
made online. The mobile purchases have also increased considerably by 21 percent since the
year 2015. According to Statista.com (2018), the market has been growing considerably and
there has been a growth of 8.1% which means that the market volume will become
US$156,529m by 2023.
Trends
 The Canadians have purchased boots more than the other types of shoes and a total of
approximately 44000 pairs of shoes were purchased in all major Canadian cities.
 The shoppers now prefer to sell online as well
 The Canadians are keen on purchasing the running shoes as well as per the data of 2016/
Two major competitors
The two major competitors of Sparx can thereby be stated to be the Native, People
footwear and Blundstone.
SWOT Analysis
The SWOT analysis can be stated to be a useful tool when a business needs to analyse on
its own strengths as well as weaknesses6.The analysis also contributes towards the understanding
of the Opportunities as well the Threats which exist in the business environment and may be
useful to consider. The SWOT analysis of Sparx has been done as follows:
Strengths
The strengths can be described as the capability of the business which will assist it in
having a competitive edge in the market. The strengths of Sparx have been given as follows:
5 Marketwired.com Press release. [online]. Available at: http://www.marketwired.com/press-release/shoescom-
unveils-canadas-footwear-trends-report-of-2015-2084748.htm (Retrieved on: 15 Nov. 2018).
6 Ambat, Loise Marie C., Thomas Reese Cabagnot, Daniel Jasper C. Flores, and Ryan Christopher F. Tiong. "A
Study on Designing a Marketing Plan for a Start-Up Business in the Philippines." In Ascendens Asia Journal of
Multidisciplinary Research Conference Proceedings, vol. 1, no. 2. 2017.

LAST NAME OF THE STUDENT 7
1. The Sparx Company is highly competitive in nature and has an access to a wide number
of resources which can be made use of due to the growing nature of the particular
market7.
2. The Human resource department of the Sparx ensures that the different employees who
are hired are all qualified and work for the welfare of the firm. In this way, they are able
to assure that their employees work hard. Moreover, Sparx uses the latest technology for
hiring.
3. The Sparx has a good operational base with respect to which it is essentially able to
ensure that the firm engages in considerably suitable activities which will then help them
to attract the different customers8. Moreover, its equation can be stated to be considerable
because it functions in a competitive market.
Weaknesses
The weaknesses can be stated to be the shortcomings of the firm and a firm which wants
to attain success in the long run has to overcome these shortcomings which will then assist them
to perform well. The weaknesses of Sparx are as follows:
 It is a new firm and for this reason it lacks popularity which may have been good for the
firm.
 The start-up costs have been considerably high for the firm which has had a profound
impact on the finances and thereby limits any off limit spending.
 The shoe market in Vancouver is combatively quite competitive in nature which can then
phase out the initial operations of the firm.
Opportunities
The opportunities can be stated to be the positive factors which exist in the business
environment and can thereby impact the firm in a positive manner. The different opportunities to
which Sparx is exposed to have been given as follows:
 The company can enter into the online domain which is considerably popular in Canada
and this way it will save considerable costs as well which shall ensure that the firm is
able to gain a larger market share. Sparx needs to ensure that it is successfully able to
take the advantage of the growth.
 The environmental concerns around the globe have been increasing and hence, with
respect to this, Sparx can come up with a new idea or a product development means to
become popular. This will ensure hire sales for the firm.
 The firm can engage in brand building opportunities which shall then help it to perform
well9. This opportunity would give Sparx a chance to ensure success.
7 Lock, Jill R. "In‐House Marketing Communications That Foster Success." Bull's‐Eye! The Ultimate How‐To
Marketing & Sales Guide for CPAs (2016): 379-389.
8 Paley, Norton. How to Develop a Strategic Marketing Plan: A step-by-step guide. Routledge, 2017.
9 Paley, Norton. How to Develop a Strategic Marketing Plan: A step-by-step guide. Routledge, 2017.

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Threats
The threats can be described as the negative factors which are present in the external
environment of the firm. The different threats as faced by Sparx has been given as follows:
 The business environment has become highly competitive and the company faces
competitors from all over the competitor due to the rise of the use of internet
technology10. Sparx needs to ensure that it is able to strategize adequately in order to
ensure that the competitive factors are taken care of.
 Moreover, there are various competitive laws which are imposed by the government and
can thereby have an impact on the firm`s operations.
Objectives
The objectives of Sparx can be stated to be as follows:
 Sparx aims to ensure that it is able to attain a sales of 10000 units in one year.
 It wants to attain a sales of $50000 in the first year
 It aims to get into the e-commerce domain by 2020
 Moreover, it also aims to expand its operations by opening 10 stores in the first two
years.
 It aims to recruit around 100 employees in the second year of its operations.
Marketing Strategy
This section of the report will lay down the critical aspects of the Marketing Plan of the
Sparx shoe company which will comprise of the components like the Target Market, Product
strategies, Pricing strategies, Promotional tactics and the Distribution strategies which are
required to be used by Sparx and which will go a long way in assisting the different members of
the firm to decide upon the business dynamics which they are required to take into consideration.
Target Market
The target market can be rightfully defined as that section of the business which the firm
aims to target at large. There are various mediums through which a company can segment the
different markets and based on this segmentation and the choice of the firm, it targets a specific
set of markets11. These mediums with the help of which the target market can be selected are
mediums like geographic, buying power, demographics as well as psychographics segmentation.
The target market forms the essential focus of the market plan as all other products and
marketing mix segments can be designed based on the target market of the firm. These are the
customers which are selected by the company to serve12. Sparx has selected the following target
market for itself in the beginning of its operations and it has planned to expand its operations in
10 Jarach, David. Airport marketing: Strategies to cope with the new millennium environment. Routledge, 2017.
11 Paley, Norton. How to Develop a Strategic Marketing Plan: A step-by-step guide. Routledge, 2017.
12 Jarach, David. Airport marketing: Strategies to cope with the new millennium environment. Routledge, 2017.

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the future and thereby thinking about expanding its target market but at present the following
target market has been selected:
1. Formal shoes for the businessmen or the office goers: As Sparx primarily specialises in
the leather shoes, it is suitable for the firm when it offers the different businessmen with
specialised shoes for office goers. In this segment, it will be specially catering to the
men`s wear and also have some formal shoes for the women. The percentage of
consumers for these shoes will be 30%. The estimated dollar value of the market is
around 75$ per head.
Basis of segmentation:
Demographic: Career, age
Psychographic: Comfort and choice
2. Sandals Women from the age of 15- 50: As this is the age when young ladies like to
flaunt their style and make a statement, the company will be offering heels and sandals
for them, it will be beneficial for the firm. The percentage of consumers are 40%. The
estimated dollar value of the segment is around $ 100 per head.
Basis of segmentation:
Demographic: Age, gender, purchasing power
Psychographic: Trends and choice of the consumers
3. Kids below five years of age: Sparx will also specialise in making products for the
children below the age of 5 years. The market size is 10% and the estimated market
value of the segment is around $20 per head.
Basis of segmentation:
Demographic: age
Psychographic: Comfort and choice
4. Sandals for women above the age of 60: Moreover, as Sparx specialises in leather shows
as well it aims to make comfortable sandals for the women aged above 60 years old. The
market percentage for this segment is around 5%. The estimated market value is around
$70 per head.
Basis of segmentation:
Demographic: age
Psychographic: lifestyle and choice
5. Fashion shoes for individuals of all ages: In addition to this, Sparx also aims to make
fashion shoes for the individuals of all ages. This combines for the rest of the market and
will be around 15%. The estimated market value is around $90 per head.
Basis of segmentation:
Demographic: age
Psychographic: Comfort and choice
6. Seasonal boots for winter for all the individuals: As the boots which are worn in winter is
specifically popular in Canada, Sparx also aims to make the boots as a seasonal
production.
Basis of segmentation:
Psychographic: Comfort and choice

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Product
The product can be rightfully defined as the offering which is made by the firm in order
to satisfy the need of a customer at large. In the case of Sparx, the offering which is made by the
firm is a tangible product which meets the essential needs of the target market. At all stages of
the product life cycle, the marketers are faced by different challenges and it is important for the
firm to ensure that a firm is successfully able to strategize for each stage of the product13. It is
important to keep in mind that when company designs a specific product for the target market, it
will be required to ensure that it’s able to essentially highlight the benefits of the particular
product and along with this able to differentiate the product from its competitors. This ensures
that the company will have a higher standing14. Moreover, it is important for Sparx to understand
the buyer needs and the comfort level which they aim to receive from the shoe in order to ensure
that the sales which they make are considerably high.
The different products being offered by the company are given as follows:
1. Casual sandals: In this offering, Sparx will be offering casual wear to women between the
ages of 5 to 50. These sandals will be specially designed by the designers and will ensure
that it follows the latest trends along with quality and comfort.
2. Kid’s shoes: The firm will also be offering kids shoes for children below the age of 5
whereby the comfort and growth of the children will be of the top most priority.
3. Formal office wear: Sparx will also offer formal leather shoes for office as well as other
related firms which shall ensure that the customer wearing the shoe experiences class
along with a suitable price.
4. Fashion shoes: The firm also wants to offer high range fashion shoes for both the genders
which will be designed carefully after taking in consideration the latest trends available.
5. Comfortable shoes for elderlies: In order to uplift the brand image of the firm, Sparx
wants to make an offering to all the age groups present. Hence, it offers a shoe for
elderlies as well.
6. Lastly, Sparx also makes seasonal boots for the Vancouver market as it was observed that
boots are the commonly purchased footwear.
7. The point of differentiation for the firm in its offerings is that it offers good quality
products to the customers which are fashionable yet comfortable and are affordable in
terms of price as well15.
13 Jarach, David. Airport marketing: Strategies to cope with the new millennium environment. Routledge, 2017.
14 Weinstein, Art, and Randolph A. Pohlman. "Customer value: a new paradigm for marketing management."
In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference, pp. 132-133. Springer, Cham,
2015.
15 Marketwired.com Press release. [online]. Available at: http://www.marketwired.com/press-release/shoescom-
unveils-canadas-footwear-trends-report-of-2015-2084748.htm (Retrieved on: 15 Nov. 2018).

LAST NAME OF THE STUDENT 11
Price
The pricing aspect covers the actual amount which an end user seeks to pay for a
particular product. The manner in which a product is priced has a very strong impact on the sales
made by the product. Hence, it is important for Sparx to price its products accordingly in a
manner such that it is able to sell adequately in the external business market16. The price of a
product is often linked to the perceived value of it in the market and with respect to this, the
product needs to be priced as per the perceived value in order to boost up the respective sales.
However, the pricing of a particular product is not an easy task and the company functioning in
the business environment is also required to be very considerate about the distribution plans,
promotional strategies, value chain and related mark-up costs along with competitor analysis in
order to ensure that the price is as per the expectation of the consumers and also according to the
profitability of the firm17. Sparx is a relatively new company in the domain of the shoe business
and for this reason, they are required to be very careful with respect to the operations of the firm.
Hence, for this reason, it is recommended that Sparx makes use of a combination of competitive
pricing and the penetrating pricing strategy. In the competitive pricing strategy, the firm prices
its products as per the prices of the competitors as present in the market. This way, the
competition laws can also be abided by along with ensuring that the firm is successfully able to
match up to the standards of the competition with which they aim to compete with.
The penetration pricing strategy is a strategy whereby the price of the product in the
market is initially kept at a low and is increased later on when the product becomes considerably
popular18. Sparx aims to price its product accordingly based on competitive pricing as well as
penetration pricing strategy.
The pricing objectives are as follows:
 To ensure that maximum revenue can be incurred.
 To ensure that the customers are attracted to the firm and its offerings.
 To make a position for the company in the shoe market.
The pricing units as per the product line have been given as follows:
 Casual sandals: $100
 Kids shoes: $50
 Formal office wear: 120$
 Fashion shoes: 100$
 Comfortable shoes for elderlies: 80$
16 Baker, Michael J., and Michael Saren, eds. Marketing theory: a student text. Sage, 2016.
17 Weinstein, Art, and Randolph A. Pohlman. "Customer value: a new paradigm for marketing management."
In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference, pp. 132-133. Springer, Cham,
2015.
18 Fine, Seymour H. "A Generic Social Marketing Plan." In Marketing the Public Sector, pp. 289-300. Routledge,
2017.

LAST NAME OF THE STUDENT 12
 Seasonal boots $180
The given pricing has been set out in order to ensure that the prices are perceived
valuable as per the products and in addition to this, the prices are a little low as compared to the
competitors so that maximum sales can be achieved.
Promotion
The promotion can be stated the marketing communication strategies as well as the
techniques which are generally used by the company in order to promote the goods of the firm at
large. These include a wide range of options like sales promotion, special offers, advertising,
public relations and other new methods like the use of the medium of social media. When the
company plans to make use of a specific promotional strategy it needs to ensure that it makes the
use of the correct kind of medium for the right product19. Moreover, it becomes comparatively
relevant for the company to differentiate between marketing and promotion at large. The
promotion can be stated to be the communication mode for the marketing function.
The key message
The key message which Sparx wants to give out to the different customers is that Sparx
offers the latest products at the best price and at the best discount offers. Moreover, the products
of the company are of good quality which last long and provide comfort to the different
customers20.
Promotion mix
The promotion mix can be described as the mix of the promotion techniques which are
used by an organization to approach the different customers at large and to ensure that they are
successfully able to reach out to the different consumers using the different mediums and to
ensure that the firm is successfully able to attain success21. The promotion mix as used by the
Sparx is as follows:
 Advertising: The advertising can be stated to be a useful technique of reaching out to the
consumers. By using the medium of advertising a company can easily reach out to its
customers by the medium of newspapers, televisions as well as the radio and other banner
advertisement techniques with the help of which a majority of the target market segment
in Vancouver will be covered by Sparx.
 Public relations: The Public relations can also be described as a useful medium with the
help of which Sparx can make use of a brand ambassador who should be a known face
and will thereby assist the firm in gaining an overnight recognition22.
19 Fine, Seymour H. "A Generic Social Marketing Plan." In Marketing the Public Sector, pp. 289-300. Routledge,
2017.
20 Baker, Michael J., and Michael Saren, eds. Marketing theory: a student text. Sage, 2016.
21 Fine, Seymour H. "A Generic Social Marketing Plan." In Marketing the Public Sector, pp. 289-300. Routledge,
2017.
22 Lidstone, John, and Janice MacLennan. Marketing planning for the pharmaceutical industry. Routledge, 2017.

LAST NAME OF THE STUDENT 13
 Sales promotion: The sales promotion techniques whereby the consumers are given
various offers like loyalty points and other discounts is also often considered to be a
useful measure with the help of which a firm can attain considerable success23.
 Direct Marketing: The direct marketing technique can also be used by the brand with the
help of which the organization can successfully reach out to the different customers
directly by appealing to them on a personal note and promoting them with the products of
their choice at large24.
 Social media and online advertising: The social media channels like Facebook, Twitter
and even instagram can be used by the brand in order to ensure that it is able to appeal to
the tech savvy users and thereby let the company ensure that it is successfully able to
carry out the different selling process.
Refer to Appendix for the Promotional budget
The plans will be launched simultaneously whereby all of them will be tried for a period
of 1 year.
Distribution
The distribution strategy or the place strategy of the company can be stated to the manner
in which the product of the company will be provided to the customers. The distribution forms a
key component of the placement strategy of any organization and any firm in the business
environment needs to make considerable decisions based on this use of the channel25. The use of
the right kind of a placement strategy will go a long way in ensuring that the firm is able to make
use of a suitable platform to appeal to the different consumers at large. Sparx is a company
which is new in the Vancouver shoe market and for this reason, at present it will only make use
of one store to reach out to the customers26. The store will be located in the centre of the city and
with the help of this suitable location, the Sparx as a company will be able to ensure that it is
able to engage with the maximum audience. In the future, Sparx aims to open its different stores
at different locations and even enter into the online domain. At present a single location has been
selected in order to ensure considerable success for the firm at large.
Implementation Plan
The implementation tends to form a key aspect of the business marketing plan and a
successful implementation plan tends to play a key role in ensuring the overall success of the
business. Even if the different aspects of the business are well planned and all the considerations
23 Bresler, M., and I. Lubbe. "Marketing management." (2014).
24 Doz, Yves L. "Strategic management in multinational companies." In International Business, pp. 229-248.
Routledge, 2017.
25 Bresler, M., and I. Lubbe. "Marketing management." (2014).
26 Malhotra, Naresh K., and Mark Peterson. Basic marketing research. Pearson, 2014.

LAST NAME OF THE STUDENT 14
have been made successfully, without correct implementation the plan will not be successful.
The implementation action plan of the Marketing Plan of Sparx has been given as follows:
Sr. No Actions to be
undertaken
Person
Responsible
Time frame Key outcomes
1. Research and
development of
the particular
industry
Research and
development
team of the
company
2 months To ensure that
the firm is able
to take out
adequate
information
about the shoe
market.
2 Research into
the designated
general business
market
The owner of the
business and the
marketing
manager.
1 month To ensure that
the business is
successfully able
to take into
consideration the
general business
factors and
implement the
business idea
successfully.
3 Formation of the
different
objectives of the
firm
The different
departments and
the
Owner
Senior
management
Marketing
manager
Finance manager
1 month To ensure that
the goals of the
business are
successfully
identified which
will then allow
the managers of
the business to
make
considerable use
of the resources
in order to form
a plan suitable
for the firm27
4 Deciding upon Marketing 2 months This will help
27 Malhotra, Naresh K., and Mark Peterson. Basic marketing research. Pearson, 2014.

LAST NAME OF THE STUDENT 15
the designated
target market
manager the business to
choose the right
kind of
customers for
itself which will
assist the
business in
ensuring
considerable
success.
5 Deciding upon
the marketing
mix
Marketing
manager
Product design
team
Finance manager
4 months This shall assist
the
organizational
managers in
deciding upon
the components
of the marketing
mix which will
then able to
assure that the
organization is
able to make the
right offering to
the customers at
the right price
using the fight
mediums and the
right distribution
strategy.
6 Implementation
and control
The designated
teams
Marketing
manager
Quality control
team
2 months This shall ensure
that the
designated
marketing plan
which is formed
is correctly
implemented
and that the
different aspects
of it are
controlled
adequately.
Controls
After the implementation of the Marketing Plan it becomes considerably important for
the different managers to ensure that they continuously monitor the progress that the firm makes

LAST NAME OF THE STUDENT 16
and thereby notes down the different key measurement aspects against which the actual
performance of the firm will be measured28.The different controls are as follows:
 Net Sales: The net sales can be taken to be a considerably good measure which will help
in understanding the response to the different marketing activities of the firm at large.
 Customer Enquires: This measure also goes a long way in assisting the business to
understand the response to the different queries which they have made at large29.
 Store footfall: The store footfall will also act as a good measure of understanding of
whether the firm has done a good job in marketing its different activities or not.
 Leads: The leads received to the personal sellers and the responses of the customers can
also serve as a good measure of understanding whether the firm has been successful in its
activities or not30.
Social Responsibility/Sustainability
The Sparx shoe company not only aims to ensure that it is able to achieve considerable
success through earning a higher revenue base but it also aims to see to it that the business is
successfully able to engage in certain social activities which will be beneficial for the overall
firm at large. Hence, for this reason, Sparx aims to engage in volunteering for the differently
enabled people whereby the company aims to empower them by ensuring that the different
members of the community are successfully able to ensure a place for themselves in the world
and that they become self-reliant. In addition to this, the company also aims to come up with a
plan for its employees whereby it aims to provide a comfortable environment for them31.
Conclusion
Therefore, from the given analysis it can be rightfully stated that the marketing plan of
any organization tends to form a key aspect of the starting of the business and thereby it becomes
essential to ensure that the company is successfully able to implement its plan with the help of
which it will be able to establish itself in the business domain. The given report laid down the
marketing plan of Sparx which is a shoe company planning to establish in the operations in
Vancouver. The marketing strategy along with the implementation plan has been stated.
28 Foxall, Gordon. Strategic Marketing Management (RLE Marketing). Routledge, 2014.
29 Malhotra, Naresh K., and Mark Peterson. Basic marketing research. Pearson, 2014.
30 Lidstone, John, and Janice MacLennan. Marketing planning for the pharmaceutical industry. Routledge, 2017.
31 Shaw, Stephen. Airline marketing and management. Routledge, 2016

LAST NAME OF THE STUDENT 17
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2017.
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Bresler, M., and I. Lubbe. "Marketing management." (2014).
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Appendix
The budget and time frame with quantities
CAMPAIGN TYPE QTY PROJECTED
COST PER
UNIT
PROJECTED SUBTOTAL
National Advertising SUBTOTAL $
2,264.00
Banner Ads 4 $
566.00
$ 2,264.00
$ -
$ -
Local Advertising SUBTOTAL $
8,000.00
Newspaper 20 $
400.00
$ 8,000.00
$ -
Public Relations SUBTOTAL $
14,165.00
Client Events 3 $
455.00
$ 1,365.00
Sponsorships 4 $
3,000.00
$ 12,000.00
Press Releases 2 $
400.00
$ 800.00
$ -
Social Media Advertising SUBTOTAL $
9,740.00
Twitter 14 $
200.00
$ 2,800.00
Facebook 4 $
400.00
$ 1,600.00
Pinterest 12 $
345.00
$ 4,140.00
LinkedIn 12 $
100.00
$ 1,200.00
Online Mediums SUBTOTAL $
2,700.00
Website 3 $
200.00
$ 600.00
Mobile App 3 $
300.00
$ 900.00
Mobile Alerts 4 $ $ 1,200.00

LAST NAME OF THE STUDENT 20
300.00
$ -
Traditional Advertising SUBTOTAL $
4,300.00
Online 3 $
800.00
$ 2,400.00
Print 2 $
300.00
$ 600.00
Outdoor 3 $
200.00
$ 600.00
Radio 4 $
100.00
$ 400.00
Television 1 $
300.00
$ 300.00
$ -
$ -
Web Usage SUBTOTAL $
2,368.00
Pay-Per-Click Marketing 3 $
456.00
$ 1,368.00
SEO 2 $
500.00
$ 1,000.00
$ -
$ -
Total $ 43,537.00