Marketing Project PLAN

Chose a business/define product concept - consumer products (seabuckthorn oil in North America)
Dietary Supplement, sold in little bottles, is taken as a medicine by number of drops.

Mention EVERY SOURCE you have. Any figure, fact or information MUST be backed by a source, a site, an article, a ppt, a book, anything
LOOK IN THE COURSE PPTS to see what you can include in the analysis KEEP the structure mentioned in Task column.

DEADLINE: Monday night!!!

COME TO THE NEXT SEMINAR because youll be graded for attendance AND because youll see how others did in their projects and how you
can update your own work AND because you can ask the professor to review your part to improve it!!
No.

Task

Vision Mision Objectives

2
3
4

Info about the region

Market Selection
Competitor Analysis

Person

To do and what is left to do

(+profas advice)

Cristina
Nini and Brenda
Alina
Radu

To put in the project in the beginning

To put in project with more details and explanations
To identify present competitors
Identify the type (direct, indirect, and potential
competitors)
Put all of their products with special emphasis on
the products that are similar to ours.
Prices that they charge for products similar to
ours.
*its very important to include all the information you
can find on the competitors, including how they did
the product, price, distribution, and promotion (so that
you can GIVE the others who have 6,7,8,9,10 relevant

Consumer Analysis

Ada

Segmentation-targeting-positioning
Revise marketing objectives
Brenda

Product policy
design the concept of your product
at all 3 levels (characteristics,
services, branding, packaging)
decide over the adaptations to be
done for the market/markets you
have selected

Nini

information)
We need information backed up by sources (scientific
articles, newspapers, books, opinions, interviews,
anything) on:
how the American consumer behaves,
what he knows about this product,
if he knows the benefits of dietary suppliments
instead of pharmaceuticals
if the consumer is inclined to consume dietary
suppliments, especially SBO
+ dietary supplement market size, volume,
statistics.
How the Americans buy these dietary suppliments
When they buy (when sick and ill or as a
prevention method etc)
If doctors recommend suppliments, especially SBO
*this is very important information, so GIVE the others
what you have ASAP.
Take the positioning from what Cristina did, but dont
just say that we want to be perceived as bla bla,
actually make a slogan that will make us be perceived
like that.
*The marketing objectives are found in the objectives
at point 1, review them and discuss with EVERYONE
at the END if the figures are relevant or not.
Ask Alina to give you materials to modify and adapt to
our project
If not already done by what is described in the TASK,
then add:
Details of the product concecept:
description of ingredients, active substances, etc

the incredients label

basic functional features how the product is
used by the consumer
packaging components: describe the types of
bottles etc, logo, images etc.
services: how the product serves the consumer,
the benefits it offers
product portofolio: types of products by size etc
DISCUSS with Alina.
Begin by DOING A RESEARCH (with sources) on
how these types of products are usually sold and, in
what chains, how are they called, which are more
successful, which are more frequented by customers
etc.

calculate (if possible) the cost of

producing the product

Distribution
set the distribution objectives and
strategy
decide over the distribution
channel and select (set criteria)
channel members
set the distribution budget
collect concrete information about
the country you selected

Andreea

Add some objectives such as: We will sell 20% on the

online platform, 5% on x pharmacy, 6% on x... (based
on the research above for example, if you see that
one shop is very popular with the consumers, focus on
that)
Add in the diagram with distribution channels more
detailed info about exactly WHAT pharmacies, herbal
shops and bio shops we use -> Call Cristina to tell you
more about this.

Pricing:
Pricing Objectives
Pricing Strategy
Set the price, how and why

Vlad

Linked to competitor analysis. Have to include the

price if it is above market level or below (as compared
to others) + why we want to sell lower?
Basically we want to sell at a lower price in order to
be competitive.
Get some info from Lili (she described how we do

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discounts for selling wholesale and retail)

Start the promotional chapter with research (!!!!
Sources!!!!) on how the promotion is usually done for
this type of product (not just in general, but with
particular names of magazines, tv stations etc).

Promotional objectives
Promotional strategy
Promotional plan

Lili

You can include information from the consumer

analysis (what sources of information our American
consumer use in order to direct our messages there)
and competitor analysis (how do other companies on
the market communicate to the consumer)
HOWEVER DO NOT RELY ON OTHERS, DO THE
SEARCH YOURSELF AS YOU MAY FIND SMTH
MORE RELEVANT TO PROMOTION
State the exact magazines in which we will include the
advertisement (names, why we chose them, how often
we promote etc).
Make a website with general presentation of the
product (in the project, say how the site is organized,
what tabs categories we will have, what we put in each
etc). Include there info about the product from 7-Nini.
Say that we also use the website to sell online
Coordinate with Andreea as she talks about it a bit in
the distribution too.

11

Launching plan Gant Diagram

To be seen, probably Cristina and

Alina