Marketing Management: HI5004, Semester 3, 2019, Marketing Plan Report

This marketing plan report analyzes a company's approach to marketing, focusing on the family caravan market. The report begins by introducing the chosen product and its benefits, highlighting its user-friendly nature and appeal to families. It then discusses the company's brand positioning, emphasizing its low-price strategy compared to competitors. The analysis includes an overview of market leaders in the industry, such as Travel Trends, and identifies the target market as internet-savvy customers. The report outlines the company's customer adoption process, detailing the use of social media and email marketing to reach target audiences. Finally, it concludes with the pricing strategy, which emphasizes a low and competitive approach. The report also includes references to support its findings.

Marketing
Management
Name of the Student:
Student ID:

Introduction
• The chosen product is family Caravan.
• Family Caravan would be helping the families in
undertaking travels to different holiday
destinations.
• It is user-friendly and helps in making trips
smooth.
• It gives beautiful experience to the users as it
allows people to take a mini version of their home
while travelling.
• It allows people to stay anywhere they like and
feel like they are at home.

Service Brand Positioning
• As not must people are aware of the company and its
service, therefore, brand awareness is low and so is
its position in the market (Saleem, Rahman and Umar
2015).
• However, as compared to the quality of service
provided by the company, the price is low.
• The company wishes to position its brand on the basis
of innovative offerings at low price.

Market Leaders
• The market leaders within the Australian niche
market are the Travel Trends, Hello world,
Expedia, Intrepid Travel, Globus (Carson and
Carson 2014).
• Internet savvy customers are the niche market for
the company.
• The service of the company is going to be
Follower to the well-established brands.

Customer adoption process
• The company would make use of its social media
presence to cater the attention of its target
market
• PR (Public Relations) and E-mail marketing shall
be used.
• The company would target the heavy users and
early adopters first (heavy booking and online
customers) and then the early and late majorities.
• The estimated time for full adoption would be 5
months.

Pricing Strategy
• Low and competitive pricing strategy are to be
followed

References:
• Carson, D.A. and Carson, D.B., 2014. Mobilities
and path dependence: Challenges for tourism and
“attractive” industry development in a remote
company town. Scandinavian Journal of Hospitality
and Tourism, 14(4), pp.460-479.
• Saleem, S., Rahman, S.U. and Umar, R.M., 2015.
Measuring customer based beverage brand
equity: Investigating the relationship between
perceived quality, brand awareness, brand image,
and brand loyalty. International Journal of
Marketing Studies, 7(1), p.66.