Developing a Marketing Communications Plan - Case Study Example

MOVEO – FOLDING ELECTRIC SCOOTER: MARKETING COMMUNICATIONS PLAN by Executive summary Fiber electric foldable scooter is an exact resemblance of the 50 year back old school scooters tat were used the. For this case, the Antro Group Company from Hungary designed the carbon Moveo foldable scooter to make its way into the today market by offering an alternative, cheap and affordable mode of transport (Monika 2013). The scooter itself weighs about 25kg just like a regular e-bike and is much easier since it does not need parking space (Monika. 2013). The scooter itself can be folded into halves without exposing or contaminating people with grease or oil (Monika. 2013). When folded, the scooter assumes a shape not bigger than a suitcase and this makes it easy to even be transported by cars. The main objective of designing this scooter is to ensure that we have environmental friendly operating mode of transport that is affordable (Monika 2013). The core material used in manufacturing of this scooter is carbon fiber build with an organic shape design (Monika 2013). When it comes to technicality, the Moveo scooter can manage speed limit of 35 to 45 km/h since it has an in-build electrical motor with wheels with a battery that lasts over a distance of 35 km (Monika 2013). Notable to mention is the fact that the scooter takes only one hour of charging (Monika. 2013). With this information and after the piloting success, this Hungarian company scheduled for mass production to commence in the year 2014. The costing price for the scooter will be $2000 for the first year with likelihood of prices reducing in the subsequent years (Monika 2013). Developing a Marketing Communications plan It is for the above stated objectives that the Antro Group Company required a marketing communication plan for 12 months which will aid in marketing and thereafter selling of the electric scooters (Monika 2013). The marketing plan should incorporate marketing communication strategies and budget of not more than $5 million which is meant to facilitate the entire marketing process (Monika 2013). It should be noted that a successful marketing communication plan is one which integrates all marketing activities (Luther 1992). These are activities that relates to one another within the company’s departments which aims at surrounding the consumer without them knowing that they are being inundated with the conveyed message (Luther 1992). To this effect, the marketing communication plan must serve as the initial foundation of the business marketing plan (Luther 1992). The plan 1.0. Vision Our vision as Antro Group Company is to provide to the people with alternative affordable mode of transport that is reliable and environmental friendly. This will be achieved by the designed electric scooter called Moveo; which is cost effective and reliable kin movement. 1.2. Objectives 1. To generate over $50 million in sales of Moveo by the end of the first year of production. 2. To increase the sales by 50% by the end of the second year in business. 2.0. Target market Market is the place where the products are sold. It includes potential willing buyers who are interested with the product. Antro Group Company product being Moveo, the electric scooter, has a broader target marker. The main focus was for school going children who instead of walking or using their parents vehicles, can use scooters to reach school (Sandhusen 2008). Alternatively, motorists are also potential target buyers primarily if they come from densely populated cities (Sandhusen 2008). By the design of Moveo, it is easy to fold the machine and put it inside the car and move with it. In addition to this, it is important to determine whether there is market for the product or not (Sandhusen 2008). If the collective answer to this is no, then there is no need of production of the product. 2.1. Create a clear and concise message This includes elaborately and clearly informing the target market and potential buyers of the real details of the product including the technical part of it. There should be no contradicting information that could result in doubt from the buyer’s side. 2.2. Take responses This is an important step whereby the marketer will be able to decide depending on the response provided whether the product will sale or not (Pickton & Broderick 2001). If the average response is contrary, the entire marketing process ceases immediately to prevent wastage of company resources for nothing. 2.1. Target market segmentation This is the broad distribution of potentials expected customers. It is important in realizing how broad the market is. For this case, the market segments that Antro Group Company targets are the Moveo electric scooter users. These are people who will buy the product and use it on daily basis to carry out their activities. Alternatively there are those target customers who will need the product for secondary use or substitute use (Ogden 1998). It is important to know the categories of customers expected. Under this market segmentation, there are other customers who also need to buy the product and use it to market their products (Ogden 1998). The major intention of such customers is to promote their brand and products using Antro group Moveo. 2.2. Target market segment strategies After identifying the exact target markets and verifying that there is indeed available target of willing buyers, development of the marketing segmentation strategy is the next step (Percy 1997). For Moveo, the segmentation strategy will elaborately focus on launching the product and keeping the customers on-sight. This will ensure that we monitor how the product is fairing on and if the response is positive toward the product (Percy 1997). 2.3. Distribution channel This involves establishing an elaborate system that will facilitate the distribution of the product to the target market (Kerin 2006). It should be noted that market that are far need an elaborate transport system that will ensure the product arrive to their destination without damage. It is also important to note that online system of reaching the market through social media or the company websites is also very important to facilitate information conveyance far and wide (Kerin 2006). 2.4. Competitive forces It is important to put in mind that business must be faced with competition. There fore, it should be noted that there are very many electric motor scooters manufacturer who even produce the e-bikes which are much similar to Moveo (Kerin 2006). There is need to establish the capacity of the competitors and develop strategies that will market the product far and wide under the best terms (Kerin 2006). 2.4.1. Communication This is the mode in which target market will be reached during the campaign that is meant to sell out the idea concerning the product. After realizing the competitiveness of the product in the available market, it is of order to device creative means of reaching many possible individuals falling under the market segmentation categories (Crain communications inc & advertising publications inc 1935). This is comprised of communication dissemination platforms for example orally approaching people in person and the product is marketed to them one on one. Other platforms include use of social media like Facebook, Twitter, MySpace and many others (Crain communications inc & advertising publications inc 1935). In addition to this, the company can opt to make announcements via television and also publishing the product details in newspapers and business magazines (Crain communications inc & advertising publications inc 1935). Most importantly is developing an official website with all the details available where potential customers can easily access whatever information desired. In addition to this, bold chart option on the website will be more appealing (Crain communications inc & advertising publications inc 1935). This allows customers to ask immediate questions to the company through online chat and get immediate answers. 3.0. Budgeting The overall budgetary allocation is $5 million which is planned to run for one year (12 months) without additional amount. It’s logical for this allocation to plan on in order to be used properly in marketing the product in all the identified markets. This will include following the marketing plan. The money usage is expected to commence immediately the marketing plan is approved. It is also recommended that marketing plan is appropriately executed and managed well when under the care of junior staffs (Forbes 2007). The following table displays the planned marketing expenditure budget allocation by months from June 2014 to May 2015. Month Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec Online Posting $10000 $2500 $2500 $2500 $2500 $2500 $2500 $2500 $2500 $2500 $2500 $2500 Landing page generation and analytics $5000 $5000 $5000 $5000 $5000 $5000 $5000 $5000 $5000 $5000 $5000 $5000 Others $20000 $20000 $20000 $20000 $20000 $20000 $20000 $20000 $20000 $20000 $20000 $20000 Total marketing costs $35000 $35000 $35000 $35000 $35000 $35000 $35000 $35000 $35000 $35000 $35000 $35000 3.1. Marketing forecast The marketing budgetary allocation will be maintained constant throughout the year since it would be the first year the product was entering the markets and extensive marketing was very essential to ensure many people know about the products (Smith & Zook 2011). On line advertisement include social media marketing, twitter, website, bold chat and many other platforms where effective marketing can be done via the internet (Smith & Zook 2011). 4.0. Sales forecast The following will the main sources of financial income that will come from the sales made on the Moveo scooters. 1. Direct sales of the scooter to potential willing buyers. 2. Centers and service bays that will be set up for periodically servicing the scooters 3. Sales of scooter spare parts from shops that will be set up 4. Money generated from collateral companies using the product to market their products. The table below shows the forecasted sales done in the first year noting that the price of a single Moveo scooter is $2000. The table below represents projected annual financial income collected after selling the scooters. Month Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec Units of sales (@$2000) 200 350 400 500 510 360 400 450 300 200 200 150 Direct sales 400000 700000 800000 1000000 1020000 720000 800000 900000 600000 400000 400000 300000 Units of Services (@$100) 0 0 0 1 0 2 9 6 8 20 12 6 Services sales 0 0 0 100 0 200 900 600 800 2000 1200 600 Spare part sales 0 0 0 0 0 0 0 0 0 300 0 0 Total Sales ($) 400000 700000 80000 10000100 1020000 7200200 800900 900600 600800 402000 401200 300600 5.0. Progress measurement and monitoring This is a very crucial and very important step as far as marketing plan is concerned. The main objective will be to ensure that the entire process is right on tract as planned (Roth 1982). It is also important toward making relevant adjustments in cases where the pre-planned strategy cannot be applied (Roth 1982). Fine tuning of the plan will also take place during this monitoring process in cases where changes will be required. 5.1. Key marketing metrics It is proper that we consider offers and bonuses to customers as a way of boosting the marketing strategies and encouraging buyers (Roth 1982). We estimate that the first 100 buyers will get additional 10% bonus of the entire principal amount. In addition to this, the 1000th buyer will also get another free scooter with free servicing for one year. 7.0. Marketing organization This will be useful precisely when it comes to duties allocated during the marketing implementation stage (Morebusiness 2011). This is because the business of selling carbon fiber electric scooter is a new to Antro Group of Hungary. Since the company is very young and full of bigger focused aspirations, it is proper for the marketing communication planning team to include other members with solid background on issues related to the electric scooter (Morebusiness 2011). Together with the technical team it would be easy to market the product and dissemination of correct technical information to the target customer incase where there are questions (Morebusiness 2011). Conclusion In summary, it is very important to always preplan any business process by developing a marketing communication plan. This is a tool that is essential in seeking markets and establishing as to whether the sale will be good or not. Proper protocol in development of the communication plan is also very vital. This is the determinant of success or failure of the business. References list CRAIN COMMUNICATIONS INC & ADVERTISING PUBLICATIONS, INC. (1935). Industrial marketing. Chicago, Crain Communications. FORBES, A. (2007). Developing a marketing communications plan. Viewed May 8, 2014 http://www.slideshare.net/AndyForbes/developing-a-marketing-communications-plan. KERIN, R. A. (2006). Marketing. New York, McGraw-Hill/Irwin. LUTHER, W. M. (1992). The marketing plan how to prepare and implement it. New York, American Management Association. http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&A N=2452. MONIKA. 2013. Hungarian foldable scooter to go. Viewed May 8, 2014. http://intuitivefred888.blogspot.com/2013/08/hungarian-foldable-scooter-to-go.html. MOREBUSINESS. (2011). Sample marketing plan. Viewed May 8, 2014 http://www.morebusiness.com/templates_worksheets/bplans/printpre.brc. OGDEN, J. R. (1998). Developing a creative and innovative integrated marketing communications plan: a working model. Upper Saddle River, N.J., Prentice Hall. PERCY, L. (1997). Strategies for implementing integrated marketing communications. Lincolnwood, Ill, NTC Business Books. PICKTON, D., & BRODERICK, A. (2001). Integrated marketing communications. Harlow, Financial Times Prentice Hall. ROTH, R. F. (1982). International marketing communications. Chicago, IL, Crain Books. SANDHUSEN, R. (2008). Marketing. Hauppauge, N.Y., Barrons Educational Series. SMITH, P. R., & ZOOK, Z. (2011). Marketing communications integrating offline and online with social media. London, Kogan Page. http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&A N=367491. Read More