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Executive Summary Fathers Choice Pty Ltd entered into a joint venture with venture capital firm J Evans Associates to present their first and flagship product Bonder This product provides an alternative for breast-feeding mothers and bottle-feeding fathers The core concept of the product is aimed at developing the bond between father and child by taking part in the feeding cycle in an intimate and meaningful manner The product is not intended to phase out the role of mothers in the breast-feeding process but seeks to provide them with an alternative The primary target market is Male Married or in a de facto relationship Having a baby or have recently had a baby 25 - 40 years old Based in suburban VIC NSW and QLD Average to above average income The target audience also consists of the target markets partners friends and families who would purchase the product for the target market This marketing plan provides a 1 year marketing based strategy for launching and promoting of Bonder to the Australian market This marketing plan outlines the challenges involved in bringing Bonder into the consumer market Strategies to meet corporate and marketing objectives were formulated by undertaking a rigorous situation analysis of the product Table of Contents 1 INTRODUCTION5 20 SITUATIONAL ANALYSIS6 21Product Analysis6 22Competitor Analysis6 23Market Segment Analysis7 24Company Analysis8 30MARKETING OBJECTIVES9 31Financial9 32Branding9 33Sales10 34Distribution10 40MARKETING STRATEGIES11 41Market Segmentation and Targeting11 411Demographic11 412Geographic11 413Psychographic12 414Behavioural12 415 Target Segment12 42Positioning13 43Product13 44Pricing14 45Promotion14 46Distribution15 461Retailers15 462Online Distribution16 463Management16 50ACTIONS AND SCHEDULES17 51Budgets18 52Controls Review Update19 60 REFERENCES20 APPENDIX 1 SWOT ANALYSIS21 APPENDIX 2 PEST ANALYSIS23 APPENDIX 3 DEMOGRAPHICS24 APPENDIX 4 BEHAVIOURAL26 APPENDIX 5 PRINT ADVERTISING CAMPAIGN27 1Introduction In past generations the concept of Bonder was inconceivable due to prevalent cultural perceptions The primary perception was that the father
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