Original Marketing Plan - Essay Example

It is proposed that the company expand its activities into the Indian sub-continent to take advantage of the 350 million strong affluent middle class that is hungry for high end consumer products, including optical. It must also enhance its range to include sportswear optics as sport is a big rage in that geographical area. The company’s current customer segment comprises mainly of expatriate customers most of whom are of Indian origin. Therefore an Indian celebrity from the sport arena will be most suited to act as its brand ambassador to project its image in the large Indian market.

It is proposed to rope in M.S.Dhoni, the flamboyant India Cricket Team Captain as its Brand Ambassador. A marketing plan ensures that the product range of the company is constantly promoted and communicated to the customers who can be persuaded to buy them. Creating awareness and need are the two main objectives of such a plan. Companies continuously face competition and this needs strategies for gaining competitive advantage. Porter M.E., (1966) redefined strategy to be a combination of differently performed activities.

While the activities remain the same, the approach taken to perform or enact them is the strategic decision that pays off. This brings about strategic positions that are unique by themselves and set the organization apart from its rivals. The company has grown at the rate of 35% per annum in terms of turnover. Despite competition it should now attempt to cross the 50% mark. For this it needs some radical departures from previous activities. In this marketing plan it is proposed to introduce the concept of having a Brand Ambassador for the company.

The company has grown sufficiently in the last decade to be recognized as unique venture with several outlets in different Middle Eastern countries. It is now time to franchise the company’s brand overseas in the International markets, especially in the emerging market of India as it has a huge