Stage 2 - Strategic Marketing Plan

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
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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.
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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
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