Strategic Marketing Plan for Malpara Florist - MRKT20052, T2 2018

This report presents a comprehensive marketing plan for Malpara Florist, a family-owned florist business in Townsville, Australia. The plan begins with an executive summary and introduction, followed by a SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats. The report then delves into market segmentation, targeting, and positioning, addressing the need for a proportional mix marketing strategy to cater to both modern and traditional needs. Marketing and financial objectives are established, followed by a detailed marketing mix strategy, including product, price, promotion, and place considerations. The implementation of the proposed marketing strategy is outlined, along with a budget allocation. The report concludes with recommendations and a conclusion, emphasizing the importance of digital marketing and strategic positioning to enhance Malpara Florist's competitiveness and achieve its marketing and financial goals. The report leverages academic references to support its arguments and recommendations. The plan focuses on increasing site visitors, conversion rates, loyal customers, profits, annual turnover, and growth rate.

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PROPORTIONAL MIX MARKET STRATEGY
Proportional mix marketing strategy
University name
Word count

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Proportional mix marketing strategy
Executive summary
Here an organization named as Malpara Florists has been considered. The organization needs to
employ the marketing strategy to make it competitive in the market. First of all, the background
of the company is described and SWOT analysis is done. After this, a problem statement is made
and potential segmentation of the market is discussed. Then the target population is identified
and briefly discussed. After this, the marketing and financial objectives and goals are identified.
Then, the detailed marketing mix strategy is formulated according to the unique needs of the
organization. The budget is made for the recommended strategy and in the end,
recommendations are provided and a suitable conclusion is made.

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Proportional mix marketing strategy
Contents
Introduction.................................................................................................................................. 6
SWOT analysis............................................................................................................................ 6
Segmentation, targeting and positioning approach......................................................................7
Problem statement...................................................................................................................7
b) Discussion of potential market segment............................................................................7
c) Discussion of the target market and positioning................................................................8
Marketing and financial objectives...............................................................................................8
Formulation of a detailed marketing mix strategy.........................................................................9
Marketing mix strategy............................................................................................................... 11
Marketing strategy proposed implementation............................................................................12
Budget....................................................................................................................................... 13
Recommendations..................................................................................................................... 14
Conclusion................................................................................................................................. 15
References................................................................................................................................ 16

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Proportional mix marketing strategy
Introduction
The name of the organization considered in this paper is Malpara florist, which is located in the
Townsville region of Australia. It was started in 1962 but now it is a family owned business. It is
operated by George and Anna Gianoulis since 1995. The boutique is running successfully in the
market since beginning. It is one of the brand names in the industry. The deliveries are made on
all days except on sundays. The work is more on the valentine day and mother day but the
boutique delivers the orders on time. It has two offices but when it was initially started it had 4
offices. It was bought from its real founder in 1995 by George and Anna Gianoulis. They have
many achievements and awards granted by the reputed institutions in Australia. The organization
is the winner of the Townsville best florist. Along with the family members, there are many
employees who are considered a part of the family (Stephen, 2015). They all strive hard to make
the day special for the customers. The organization has its own site but the digital marketing is
not being done properly. There is no front desk support for the customers on the site.
SWOT analysis
Strengths
 Brand name in the market
 Well experienced owners
 Skilled employees
 Employees satisfaction
Weaknesses
 Incomplete orders in busy season
 Few site visitors
 Digital marketing
 Website designing
Opportunities
 Well developed market
Threats
 Political instability

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Proportional mix marketing strategy
 Growing economy
 High customers potential
 Competition
 Entry of corporate giants
Segmentation, targeting and positioning approach
Problem statement
a) The site related to the organization is poorly designed. There is no FAQs and review
section. Along with this, the customers do not get the real-time update through emails and
messages. The marketing strategy of the organization is not working well. There is a need
of proportional mix marketing strategy that caters to modern as well as traditional and
unique needs of the organization. Traditional means include advertising campaigns in
newspaper and magazines, posters and door to door marketing. The new trends include
social media campaigning, online webinar presentations, effective media channel
advertising, email marketing etc. There is a need to plan a suitable marketing strategy that
can address the modern needs of the boutique or organization. There is a need to use
digital marketing techniques so that the inaccessible market can be accessed, reducing the
geographical distance (Yasmin, Tasneem, & Fatema, 2015).
b) Discussion of potential market segment

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Proportional mix marketing strategy
The market is full of opportunities which need to be harnessed by the effective marketing
strategy. But the competition in the globalized world is taking a heavy toll. Competitors
in the market are employing all the latest means to lure the customers. In such a case, the
Malpara florist cannot remain behind. The market is divided according to age and gender.
There are different choices available for the customers depending on their age and gender
(Edmiston, 2015). Market segmentation strategy must work in the era of competition.
Market segmentation will help in the targeting of the intended population. There is a need
to send the intended information to the right persons at the right time which is not
possible without digital marketing.
c) Discussion of the target market and positioning
The organization targets each individual as all the persons need florists on special
occasions (Sargent, 2016). The wedding planners and special day occasions are
considered seriously. There are various kind of opportunities like birthday parties,
valentine day, new year eve, mother’s day, festival season etc. on these occasions the
demands from every stratum of the population get increased so there is need to target
each segment separately. The market is growing and there are opportunities for Malpara
to expand its operations (Crittenden & Crittenden, 2015). In addition to this, the
organization targets the customers on the basis of their need like residential customers
and office customers. There are different products for each segment according to the
exclusive needs.
Marketing and financial objectives
a) Marketing objectives and goals

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Proportional mix marketing strategy
• To increase the site visitors by 20 %
• To increase the conversion rate by 5%
• To increase the number of loyal customers by 5%
b) Financial objectives and goals
• To increase the profit by 5%
• To increase the annual turnover by 20%
• To increase the growth rate to 3%
Formulation of a detailed marketing mix strategy
a) Product- product marketing has become a necessary tool in the globalizing world.
Along with the quality products, their design and packaging must also be fascinating. The
Malpara needs to work on these parameters. There is a need to have a wide number of
varieties. In addition to this, the brand name of the organization on the products must be
legible so that the brand name is made popular in Townsville. The products are to be
designed according to the occasions. In addition to this, there is a need to deliver the
products on time (Kannan & Li, 2017). The Malpara has a sound policy to not leave the
products at the door of the houses or offices if no one is available for taking the delivery.
There is a need to put emphasis on the product designing so that the brand can be
promoted.
b) Price- the price is the entity which values for each stakeholder. The organizations
can offer discounts to loyal customers which will help increase the number of loyal
customers in the organization. The price must be competitive enough to lure the

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Proportional mix marketing strategy
customers. The reasonable list price along with various payment options will increase the
market for Malpara (Hudson, Huang, Roth, & Madden, 2016). To attract the customers,
the credit terms can be made easy for them so that the products of the organization are
economically accessible to every individual of the market. Certain free coupons and
discount offers can be provided in the days of the festival and special days (Guitart,
Gonzalez, & Stremersch, 2018).
c) Promotion- along with the price and product, the promotion is very much important
in the competitive world. There is a need to do a lot of work on this front. The
proportional mix strategy that is most suitable for the organization must be identified.
The digital marketing strategy needs to be effective in nature. The website of the
organization is not fascinating so there is a need to hire a development agency that will
analyze the market and provide an effective website for the organization. Digital
marketing also involves social media campaigning and online webinars presentations.
Another tool of digital marketing is email marketing (Bendle & Wang, 2017). There are
pieces of evidence that customers get influenced by the buzz present on social media and
other digital platforms.
Harnessing the potential of the digital market has become imperative for each business
organization. Digital marketing along with digital transformation can lead to economies
of scale and state of the art facility. There is a need to tap the market potential and expand
the business of Malpara (Skiera, Bayer, & Schöler, 2017). In addition to this personal
selling and sales promotion are the areas need to be considered. The promotion of the
company must be done at the mass level to reach the mass population. There is needed to
make the services of the company accessible for everyone. Along with this, the new

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Proportional mix marketing strategy
offers regarding the discounts and credit facilities must reach to the intended population
at right time. This is not possible without employing modern means of marketing.
d) Place
The strategic location for time-bound delivery of the products is very much necessary.
Already two offices are there; such offices can be set up at other strategic locations so
that during peak season, the work can be carried out with ease. In addition to this,
inventory and .logistics management must be covered. There is a need to take the benefits
of strategically based offices so that each segment of the population can be reached in the
least time possible (Ramaswamy & Ozcan, 2016). The transportation cost and time will
be reduced by planning the strategic location of the offices. This will reduce the net price
of the product bought from the boutique. Thus, it will make the organization competitive
in the market. The situational analysis will make the picture clear.
Marketing mix strategy
The traditional as well as modern means of marketing will be used so as to cover the
target population. The website promotion and designing agency will be hired to cater to
the demands of technical resources. The website will have the facility of getting feedback
from the customers. The real-time and genuine feedback given by the customers will
influence the wide number of people. The section of Frequently Asked Questions will be
made along with front desk support. Online live chat facility will greatly aid the efforts.
The customers have become tech-savvy; the young generation likes to place an order on
an immediate basis without visiting the office area. Online booking facility with online

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Proportional mix marketing strategy
payment methods can lead to the expansion of business in hitherto untapped areas which
have potential (Saboo, Kumar, & Ramani, 2016).
Along with this email-marketing and online webinars need to be arranged from time to
time. The customers should get apprised of the latest offers of Malpara. The discount
offers and other facilities can be promoted through digital marketing strategy. Online
registration of the customers will result in a longtime relationship. In addition to this,
content marketing is very much necessary to convert potential visitors into customers
(Bruyn & Lilien, 2008).
Traditional marketing techniques will involve advertising campaigns, media channels,
and poster distribution. The reputed persons of the society can be asked to make a
collaborative effort. In addition to this, the marketing mix strategy will be used to
propagate the ideas of the organization. The moral values and principles of the
organization can be disseminated among a wide number of people. This will involve the
latest social media and other digital platforms to reduce the geographical distance
between the customers and the organization.
Marketing strategy proposed implementation
It will involve various steps. First of all the complete analysis will be done from a
different point of view. Surveys will be conducted and questionnaires will be prepared for
taking the feedback of customers. Population analysis will be done from a demographic
point of view. Along with this SWOT analysis, PESTLE analysis, RACE framework and
competition analysis will be done. The government documents and papers related to the

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Proportional mix marketing strategy
industry will be explored. After carefully analyzing the situation, the target market will
be identified (Leeflang, Verhoef, Dahlström, & Freundt, 2014).
The organization has a strategy to target each individual of the society and Malpara is in
the business of floristics which is used and advocated by everyone. The varieties of
products will be developed according to market segmentation. Different kinds of products
will be made depending upon different parameters like age, location, occasion, gender,
event etc (Buchanan, Kelly, & Yeatman, 2017). The unique products will be made so as
to fascinate the people and provide quality services to the customers. In addition to this,
technical experts will be hired for digital marketing. The digital marketing agency will
promote the company on large scale. The organization will be able to connect and
provide services to the mass population. The credit facilities and a wide variety of
payment options along with relevant ideas will be propagated. In addition to this,
traditional marketing tools like posters distribution, door to door campaigning, media
advertising etc. will be employed.
The customers will be given a channel to give their feedback on the website of the
company. There will be effective grievance redressal mechanism as the customers will be
able to register their complaints on the site. Online chat facility will apprise the customers
about the latest offers of the company which will help conversion of customers. There
will be state of the art facility for the customers which will help generate a brand image
of the boutique. Effective monitoring will be done and contingency plans will be
formulated (Fierro, Arbelaez, & Gavilanez, 2017). The mid-term appraisal will be done
and the required contingency plans will be followed. The performance of the boutique

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Proportional mix marketing strategy
will be analyzed on a monthly and yearly basis. This strategy will help the boutique
achieve marketing and financial goals set by it.
Budget
Objective Budget
Creating awareness through
traditional means
$500 AUD
Website designing $1000 AUD
Hiring experts for analysis $1000AUD
Hiring plan intermediaries $1000 AUD
Setting live chat persons $300 AUD
Setting grievance redressal
mechanism
$500 AUD
Mass communication through
seminars and presentations
$500 AUD
Media advertising $1000 AUD
Door to door explanation $500 AUD