Stage 2 - Strategic Marketing Plan

This report discusses the marketing strategy of Thank You, an Australian Social Enterprise that contributes its earnings to remove world poverty. It covers consumer buyer characteristics, strategic marketing objectives, marketing mix, and evaluation techniques.

Thankyou Group
Stage 2 - Strategic Marketing Plan
MKT301A - Marketing Strategy

Table of Contents
Executive Summary 2
Consumer Buyer Characteristics 3
Thank You-Personal Health care products 5
Strategic Marketing Objectives 7
Strategic Marketing Mix 8
Product Strategy 8
Pricing Strategy 8
Distribution Strategy 9
Integrated Marketing Communication Strategy 10
Timeframe 12
Evaluation and Control Plan 13
References 14
1

Executive Summary
Survival in the dynamic business environment is not easy and any organization which wants
to ensure long term success would be required to see to it that, they are successfully able to
form strategies which will ensure that they survive and perform well. The given report is
based on the marketing strategy of the firm named Thank You which is an Australian Social
Enterprise and caters to contribute its earnings to remove world poverty. The report lays
down the consumer buyer characteristics, sets down the strategic marketing objectives, sets
down the strategic marketing mix and provides the timeline and evaluation techniques of the
same.
2

Consumer Buyer Characteristics
Identification of current and potential consumer buyer characteristics including: fully
understood to be a nonprofit making organization which is greatly committed towards
eradicating global poverty. The firm sells various healthcare and sanitation products with its
major products ranging from body wash, hand wash, lotions, shampoos and conditioner. The
product is greatly stocked in all the major supermarkets around Australia. Although the
products are prized from mid-range to a higher range, the products are prized comparatively
very cheap to other charitable organizations (Andaleeb, 2016). Hence, broadly classifying,
the main buyers of the product can be the higher middle class to rich people who can afford
these goods and make their fair contribution to the society directly. However, in the following
section various segmentation variables have been designed. This will then be followed by
the discussion on the buyer persona and a positioning statement with a positioning map
which will help in the identification of the overall competitors of the business who are present
in the current business dynamics.
Segmentation
Demographic segmentation
The demographic segmentation can be stated to be one of the simplest forms of
segmentation and divides the population based on variables personally related to the
different individuals whom the firm aims to target. The variables used under this
segmentation can be stated to be as follows:
 Income: The main variable is the income variable with respect to which the firm has
aimed to target the incomed group which is earning a higher range of income. This is
because, the products of the brand-Thank you are priced quite high and with respect
to this, targeting the higher incomed group would be appropriate for the firm
(Thankyou.co. ,2019.
 Gender: The gender forms another variable which the brand can use to target its
customers. The products which are being offered by the firm are primarily focused on
the women and with respect to this, it has to be understood that the female gender
can be used as a segmentation variable for the Thank you group.
 Age: The age is the third variable under the demographic segmentation section
which can be used by the brand and target the customers. As the brand has been
offering baby products in lieu of this, it can be understood that, it aims to offer
products for young mothers. Additionally, apart from the baby range the firm can be
stated to serve the target market aged between 25 to 45 years of age.
Behavioral Segmentation
The behavioral segmentation can be largely understood to be a segmentation base
which divides the market based on the overall usage, behavior and the decision making
pattern. The consumer decision making forms a crucial part of the organization and with
respect to this, it becomes considerably important for the firm to inculcate these aspects
before considering to make use of the product. The variables which can be referred to in this
aspect are as follows:
 Loyalty: The loyalty of the customers can be referred to as an aspect which makes
the particular segment largely loyal towards the brand (Thankyou.co. ,2019). In this,
customer may continue the usage of a product because he is loyal towards the
3

overall purpose of the brand. Here, the firm is a non-profitable organization and with
respect to this, many customers may feel loyal towards the organization and in
regard of this, this aspect can be primarily used as a useful aspect to be considered.
 Usage: The frequency of usage can also be considered to be segmentation variable
which can be used by the organizations in order to ensure that they are successfully
able to target the customers based on the number of times the use or for the purpose
they use the product. Hence, based on this, the segmentation can be easily done.
Psychographic segmentation
The psychographic segmentation can be rightfully described as a segmentation
aspect which takes into consideration the overall lifestyle of the people, their activities,
interests as well as the opinion of the market segment. The particular segmentation type is
very similar to the behavioral segmentation type. However, an important point which needs
to be noted here is that, it takes the psychology and the overall way of living of the customer
into question. The different aspects under this are as follows:
 Lifestyle: The lifestyle of an individual can be stated to be a greater determiner. This
is because, it tends to determine the overall standing of the individual and their
overall activities. In regard of this, the firm is required to ensure that they are able to
target the different customers who have a lavish life-style and may like to enjoy using
these products (Pasquier & Villeneuve, 2017).
 Activities interest: The activities and interests may be taken up as another important
variable which will go a long way in assisting the firm to attain success in the long
run. If the customers are interested in the activity of charity, only then they will be
able to ensure that, they are successfully being able to ensure success with the
customers.
 Values: The values of the customer greatly determine the decisions which they would
like to take in the long run. Hence, if the customers are highly value oriented then in
this case they would like to take into consideration the products as given by Thank
You as they will like to contribute to the society and help the poor (Mintel ,2018).
 Social class: The social class can be defined as the overall class based on which an
individual leads his overall life. In light of this, it can be rightfully mentioned that, any
customer who belongs to the middle or the higher class may be able to afford the
product and hence purchase it.
Geographic segmentation
The geographic segmentation can be understood to be a segmentation with respect
to which, the segmentation is based on the location of the customers.
 Same city: Thank you can aim to ensure that it will successfully be able to target the
different customers as present in the same city as the city of the firm.
 Same country: It can target the customers present in Australia.
 Global: The firm can go for global domination
4

Buyer Persona
Thank You-Personal Health
care products
Name: Lucy Kind
Age: 36
Status: Married with 4 kids
Income: $125,000/year
Industry/Job Title: Recreational
Manager
Location: Sydney Australia
Education: Sydney University,
Australia
Interests: Running, Shopping, Therapy
and Singing.
Born to a good household, Lucy has
been a westerner her whole life. She is
happily married with four kids and
enjoys a healthy lifestyle. She is also a
5

participant in various activities which
help to contribute to the society.
Hence, she cares to purchase the
product of the firm which allows her to
make her share. Her income is good
and hence, she likes to give her
children and herself frequent luxuries
and treatments. She does not mind
spending extra on herself.
Positioning statement
Thank You aims to contribute to the environment and the society and hence, requires the
contribution of the people as well. This is the reason, we come up with the best products in
order to ensure long term relationship with our customers.
Positioning map
Good quality
Low
Pric
e
Dove
Johnson and Johnson
Thank You
Lush
High
Price
6

Poor quality
7

Strategic Marketing Objectives
The Strategic Marketing Criteria of the given Marketing Plan can be stated to be as follows:
1. Thank you aims to increase its sales by 20% every year in the coming three years.
2. The firm also aims to increase its profits by 30% every year in the coming three
years.
3. Thank you aims to increase its market share by 10% in the coming year.
4. Thank you aims to ensure that it is successfully able to sell at least 10000 units every
month
5. The firm also aims to improve the brand positioning in the coming 1 year.
6.
8

Strategic Marketing Mix
Product Strategy
The product in a marketing mix strategy can be rightfully defined as the tangible or
the intangible service which meets the needs and demands of the customers. In order to
come up with the right product, it becomes considerably important for the organization to
ensure that they are successfully able to undertake the right initiatives which will then go a
long way in ensuring that the firm is successfully able to achieve its overall goals in the long
run. The product strategy which is rightfully followed by the Thank You can be stated to be
rather simple in nature and the firm runs with the aim to ensure that it is successfully able to
meet the overall needs of the customer. Hence, in line of this, the firm tends to offer products
like Lotion, Body Wash, Hand wash, Shampoos as well as lotions which are premium in
quality but at the same time tend to have a pricing which is moderate in nature. The firm in
addition to personal care also offers, Gift sets, Nappies and baby care. The products are
available in different variants like the Rosewood wash, Botanical Mint and Spring Flowers,
Botanical Lemon and Goat`s milk body wash, Orange and Almond among others. The hand
wash, bathing oils and similar products are also available in similar variants (Bagozzi et al.,
2018). The products are available in different sizes of 250 ml, 500 ml and one liter. The main
reason why the products of Thank You can be considered to be highly different from that of
its competitors can be stated to be the classic packaging. The packaging of the firm can be
stated to be rather standardized and very classy and with respect to this, it can be rightfully
understood that the overall objective of the firm along with the motive of helping the poor can
be stated to be highly considerate in nature which lures the customers to them. In addition to
this, the primary Unique Selling Proposition of the brand is that, the products are not aimed
to satisfy the profit needs of the organization and are instead present to eradicate poverty.
With respect to this, it can be rightfully understood that it is this, service to the society, which
sets apart the brand`s attraction and customer loyalty of the firm. Moreover, the firm can add
shampoos and conditioners to its line in order to ensure success (Thankyou.co. ,2019).
Pricing Strategy
The price can be rightfully described as the actual amount which an end user is
usually required to pay for a product. The perception of a price tends to play an important
role in an organization and with respect to this, it can be rightfully understood that in order to
ensure success in the long run, any firm needs to undertake considerable measures to keep
the pricing in the right manner so as to see to it that, the firm is able to ensure success in the
long run (Lou ,2018). The overall pricing strategy which the brand, Thank You has been
following can be stated to be the Premium pricing strategy. In the premium pricing strategy,
the firm will be required to set the pricing of the product at a considerate high as this will
ensure that the firm is successfully able to target the correct customers. Thank you has
priced at a high because it is a charitable organization and with respect to this, the pricing of
the product has been done from moderate to high. The hand washes have been priced at
$5.5 for 500 ml while the refill for 1 l is priced at 12.4$. The body was of 1l is priced at 13.5$.
The specific pricing initiative which is followed by the firm can be sated to be of offering
discounts and other related offers which would go a long way in ensuring that the firm will be
9

successfully able to attract maximum sales. However, currently, the firm aims to give
additional discounts to the customers so as to gain success in the long run.
Expected Sales Projection
Sales Year 1 Year 3 Year 5
Amount $1000000 $1500000 $2000000
The cost breakdown, unit profit and breakeven point can be stated to be as follows:
Fixed Costs Variable Costs per Unit
Ite
m 1
$100,000.0
0
Item
1 $1.00
Ite
m 2 $25,000.00
Item
2 $1.00
Ite
m 3 $5,000.00
Item
3 $0.50
Ite
m 4 $5,000.00
Item
4 $0.50
Ite
m 5 $10,000.00
Item
5
Ite
m 6 $2,000.00
Item
6
Ite
m 7
Item
7
Ite
m 8
Item
8
Fixed Costs:
$145,000.0
0 Var. Costs/Unit: $3.00
Pricing and
Contribution 15
Volum
e 10000
Unit Price: $15.00
Break-Even
Volume:
10,83
3
Unit
Contribution
Margin: $12.00
Expected Sales
Per Month: 1,200
ROI
The return on investment of the initiative
Total money to be invested in the marketing campaign: $100000/$1000000
=10%
Distribution Strategy
The distribution strategy forms a crucial strategy which can be largely used by the
organizations in order to ensure that it is successfully able to find success in the long run. In
line of this, it can also be mentioned that, Thank You needs to broaden its overall supply
10

chain strategy in order to ensure that it is successfully able to meet the expectations of its
stakeholders and the customers as present (Gummesson, 2017). In addition to making the
product available in the online domain and the different stores where the items are available
on retail as well as wholesale, the firm would be required to undertake initiatives to ensure
that it widens the range and is able to consider selling the products on other e-commerce
sites like Amazon as well. This will help it in increasing the channels and also go a long way
in increasing the overall sales of the firm.
Channels and intermediaries to be used including wholesalers, retailers/e-tailers.
The different channels as well as the intermediaries which the Thank you will be
required to be made use of can be recommended to be increased. This means that in order
to ensure success in the long run, it will be better that it increases the number of retailers it
aims to sell its products to in the long run, however, it needs to reduce the number of
wholesalers the firm has been dealing with (Atwal & Williams, 2017). This means that, if
Thank you cuts down on the number of wholesalers the firm is catering to than in line of this,
it should reduce on the number of middlemen and undertake considerable measures which
will assist it in ensuring maximum gains for itself.
Connection to differentiation/positioning strategy and values.
The only aspect of differentiation which Thank You aims to follow is that it needs to
ensure that, the purpose of the organization remains considerably clear to the different
customers (Australian Post. ,2018). This means that as the firm is a non-profitable
organization, in line of this, the firm aims to ensure that this motive and contribution of it is
clear to the different customers and with respect to this, it aims to provide the different
consumers a convenience to purchase goods, the revenue of which will ultimately benefit the
poor but also make the purchase of a good which is of a good quality.
Integrated Marketing Communication Strategy
The communication mix strategy which the firm aims to follow can be stated to be as
follows:
1. Television Marketing: The television advertising would go a long way in assisting the
brand to showcase the products in the eyes of the consumers and help them in
getting attracted to the overall offering of the brand.
2. Social media marketing: The social media marketing will assist the brand in catching
up with the overall popularity of the organization and also go a long way in ensuring
that, the firm is successfully able to become very popular and then trends on the
internet.
3. Radio marketing: The radio marketing also forms an essential part of the overall
communication mix of the organization and in line of this it can be mentioned that, if
Thank you engages its overall purpose and product line, it will be beneficial for the
firm (Chernev, 2018).
4. Billboard and Print media marketing: The print media also acts as a useful source of
advertisement and promotion and hence, can be rightfully made use of by brand.
Sr The mix Frequen Start End Durati Number Nature of Specifi
11

.
N
o
element
s
cy Date date on of
insertio
ns
the
message
c
mediu
ms
1 Televisi
on
marketin
g
5
everyda
y
23/4/201
9
24.08.20
19
5
months
2 in
every
channel
Combinat
ion with 2
and 3
2 Social
media
marketin
g
3 posts
every
two days
23/4/201
9
24.12.19 9
months
3 social
media
sites
Combinat
ion with 1
and 3
Online
3 Radio
marketin
g
2
everyda
y
23/4/201
9
24.08.20
19
5
months
4 radio
channel
s
Combinat
ion with 1
and 2
4 Billboar
d
advertisi
ng
1
billboard
every 2
kms
around
the cities
23/06/20
19
24.08.20
19
3
months
N/A Standalo
ne
Main message to be used
The primary message which the firm aims to send out to the consumer can be stated
to be the fact that the brand offers premium quality goods at affordable prices and aims to
ensure that even the customers can become an integral part of their overall charity
procedure. As the firm donates 100% of its revenues to the charity in order to eradicate the
poverty around the globe, it wants to let its customers know that the particular initiative as
being adopted by them to purchase these products will be for a cause (Benn, Edwards &
Williams, 2014).
12

Timeframe
Activity Months
M
April
M
May
M
June
M
July
M
August
M
Sept
M
Oct
Planning 
Mix:
Television advertising     
Social media marketing       
Radio marketing     
Billboard advertisement   
Evaluation  
13

Evaluation and Control Plan
The following marketing tools and metrics shall be made use of by the firm:
Social Media Marketing: The Company is making use of social media websites in order to
promote the products of the Thank you brand and in line of this, it can be rightfully
understood that, the avenue is a suitable avenue.
Metrics
 Reach: To measure the success of the firm on social media, the reach needs to be
calculated by calculating the number of views on the post, the number of plays and
related measures.
 Conversion: This helps in understanding the number of customers who have been
converted from potential to own customers (Baker, 2016).
Traditional Media Marketing: The traditional media marketing can be described as the
marketing method which makes considerable use of the overall age old marketing tools like
advertising on television, billboards as well as the radio.
Metrics
 Return on investment: This is a good measure to test whether the marketing
initiatives which have been taken by the firm are worth the effort which is being put
into the task or not.
 Net sales: The net sales can be described as another measure which can be used by
the different brands and the organization to measure whether the firm has
experienced a considerable increase in the sales of the firm or not (Baker & Saren,
2016).
 Number of customers: This metrics also gives a measure of the number of customers
which have been added to the firm.
14

References
Andaleeb, S. S. (2016). Services Marketing. In Strategic Marketing Management in Asia:
Case Studies and Lessons across Industries (pp. 351-382). Emerald Group
Publishing Limited.
Atwal, G., & Williams, A. (2017). Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Australian Post. (2018). Inside Australian Online Shopping. Retrieved from
https://auspost.com.au/content/dam/auspost_corp/media/documents/2018-
ecommerce-industry-paper-inside-australian-online-shopping.pdf
Bagozzi, R. P., Rosa, J. A., Celly, K. S., & Coronel, F. (2018). Marketing-Management.
Walter de Gruyter GmbH & Co KG.
Baker, M. J. (2016). What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Baker, M. J., & Saren, M. (Eds.). (2016). Marketing theory: a student text.
Benn, S., Edwards, M., & Williams, T. (2014). Organisational change for corporate
sustainability. Routledge.
Chernev, A. (2018). Strategic marketing management. Cerebellum Press.
Gummesson, E. (2017). From relationship marketing to total relationship marketing and
beyond. Journal of Services Marketing, 31(1), 16-19.
Lou. J. (2018). Thankyou’s latest guarantee: free box of Huggies to unsatisfied customers.
Retreived from https://www.marketingmag.com.au/news-c/news-thankyou-offering-
competitors-product-to-dissatisfied-parents/
Mintel. (2018). 32% of Urban Australians Prefer Products that are sold in Eco-friendly
Packaging. Retrieved from
https://www.mintel.com/press-centre/social-and-lifestyle/32-of-urban-australians-
prefer-products-that-are-sold-in-eco-friendly-packaging
Pasquier, M., & Villeneuve, J. P. (2017). Marketing management and communications in the
public sector. Routledge.
Thankyou.co. (2019). Business segment – Thankyou. Retrieved from
https://thankyou.co/water
15

Thankyou.co. (2019). How social enterprise Thankyou is fighting global poverty | this.
Retrieved from https://this.deakin.edu.au/career/how-social-enterprise-thankyou-is-
fighting-global-poverty
Thankyou.co. (2019). Thankyou Charitable Trust. Financial Report. Retrieved from
https://thankyou.co/uploads/TYCT-2017-Financial-Statements.pdf
16