Assignment
Subject: Marketing Management
Title: Sample marketing plan
Submitted To: Dr. Usman Ghani
Submitted By: Muhammad Shoaib
Student ID: 200202615
Department: BBA (2020 – 2024) Group C
Date: 08th April 2021
Email:
, SPREE WATCH MARKETING PLAN SUMMARY
Based on an evaluation of the watch market and our strengths, General will introduce the Spree watch.
SITUATION ANALYSIS
Half the buyers of branded fashion watches are between 18 and 34 years of age. This group, which
purchases more watches per capita than those older, is our primary market segment. Watch purchases are
more likely by consumers in the northeast and Midwest. Many purchases are expected to be impulse,
requiring strong point-of-purchase support. Seventy percent of the market is concentrated with strong
competition from Swatch, Fossil, Guess, and Anne Kline. We have extensive experience in the
manufacture of innovative, high quality, precision plastics and timing devices permitting us to offer the
consumer value in a branded fashion watch. Additionally, we have experience distributing products into
75 percent of the outlets for branded fashion watches.
OBJECTIVES
The combination of a unique, cost-effective design allows us to establish a three percent market share in
the first year. The Spree watch project will break-even in 1998.
MARKETING STRATEGIES
General will introduce a new product, the innovative Spree watch, using penetration pricing, extensive
advertising, and expanded distribution in order to increase our revenues and growth rate.
ACTION PLAN
The Spree watch has strong product benefits compared to current market offerings. To achieve our
objectives we will offer our unique watch in a variety of designs at a suggested retail price of $45. Our
current distribution covers 75 percent of the market. At this time we will not expand our distribution to
access the jewelry store retail channel. We will increase our sales force by 5 persons and add a sales
trainer to support for our market plan. Advertising of one million dollars will emphasis the unique design
of the watch and is weighted toward print and point-of-purchase displays. This and television advertising
will be scheduled two-thirds in the first six months of the campaign. To achieve consumer awareness in
the first year, our advertising voice share will be considerably higher than that of the four market leaders.
FINANCIAL ANALYSIS AND EXPECTED RESULTS
We expect first year sales of 8.5 million dollars and project break-even for the project in the first year.
CONTINGENCY PLANS
If the competition increases advertising or our sales are less than expected, we are prepared to add as
much $500,000 to our advertising budget.
Subject: Marketing Management
Title: Sample marketing plan
Submitted To: Dr. Usman Ghani
Submitted By: Muhammad Shoaib
Student ID: 200202615
Department: BBA (2020 – 2024) Group C
Date: 08th April 2021
Email:
, SPREE WATCH MARKETING PLAN SUMMARY
Based on an evaluation of the watch market and our strengths, General will introduce the Spree watch.
SITUATION ANALYSIS
Half the buyers of branded fashion watches are between 18 and 34 years of age. This group, which
purchases more watches per capita than those older, is our primary market segment. Watch purchases are
more likely by consumers in the northeast and Midwest. Many purchases are expected to be impulse,
requiring strong point-of-purchase support. Seventy percent of the market is concentrated with strong
competition from Swatch, Fossil, Guess, and Anne Kline. We have extensive experience in the
manufacture of innovative, high quality, precision plastics and timing devices permitting us to offer the
consumer value in a branded fashion watch. Additionally, we have experience distributing products into
75 percent of the outlets for branded fashion watches.
OBJECTIVES
The combination of a unique, cost-effective design allows us to establish a three percent market share in
the first year. The Spree watch project will break-even in 1998.
MARKETING STRATEGIES
General will introduce a new product, the innovative Spree watch, using penetration pricing, extensive
advertising, and expanded distribution in order to increase our revenues and growth rate.
ACTION PLAN
The Spree watch has strong product benefits compared to current market offerings. To achieve our
objectives we will offer our unique watch in a variety of designs at a suggested retail price of $45. Our
current distribution covers 75 percent of the market. At this time we will not expand our distribution to
access the jewelry store retail channel. We will increase our sales force by 5 persons and add a sales
trainer to support for our market plan. Advertising of one million dollars will emphasis the unique design
of the watch and is weighted toward print and point-of-purchase displays. This and television advertising
will be scheduled two-thirds in the first six months of the campaign. To achieve consumer awareness in
the first year, our advertising voice share will be considerably higher than that of the four market leaders.
FINANCIAL ANALYSIS AND EXPECTED RESULTS
We expect first year sales of 8.5 million dollars and project break-even for the project in the first year.
CONTINGENCY PLANS
If the competition increases advertising or our sales are less than expected, we are prepared to add as
much $500,000 to our advertising budget.
