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2. Agenda
o Introduction
o Appropriate Place, Promotional Strategy, and Strategic Marketing Plan
o Initial Sales Promotion Schedule
o Advertising Plan
o Identify public relations opportunities for the product or service.
o Analyze the effect of channel management decisions on the
marketing of your selected product or service.
o Select appropriate distribution channels for your product or service
and address costs in terms of placement, shipping, and middlemen
o Budget
o Measuring Effectiveness
o Conclusion
Johnson & Johnson’s Baby Magical Skin Care Product Line
Edward
Celine
Thava
3. Introduction
o Baby’s modern health concerns.
o Consist of nutrients from pure organic fruits and vegetables (aloe
vera, lemon, orange, spinach, and various sprouts)
o Ingredients grown sustainably, and is 100% certified organic.
o Essential oils infuse each product
o Manufactured in solar power facilities
o Packaged with and in biodegradable
materials.
5. o Targets clinics, convenience stores, cosmetic departments, hospitals,
grocery stores, and specialty stores.
o Business plan consists of three portions:
o 1. Financial Forecast
o 2. Marketing Plan
o 3. Mission Statement
Appropriate Place, Promotional Strategy,
and Strategic Marketing Plan
6. o Sales Promotional Goals
o Promotional Program
o Sales Promotion Schedule
o Detailing Spreadsheet
o Yearly Calendar Study
Initials Sales Promotion Schedule
7. Advertising Plan
o Cable
o Internet
o Network Television
o Family-Focus Story Line Series Projects
o Presentations
8. Budget
o $1.5 million allocated for project
o $250,000 for research and development
1. Test groups
2. Online Surveys
3. Remaining funds to be spent on changes or improvement
o $250,000 for distribution and shipping
o Ship to wholesalers
o Products sold online save shipping costs
9. Budget
o $1 million for promotion
1. Aggressive advertising campaign
2. Television and print ads
3. Internet and social media sites such as Facebook™
10. Measuring Effectiveness
o Set quantifiable goals
o Create new campaigns or improve on existing ones to reach goals
o Review previous sales records to compare
o Set metrics to track progress
1. Online views
2. New sales
3. Customer “likes”
11. Measuring Effectiveness
o Use metrics to analyze results
o Did we make a profit?
o Repeat successful ad campaigns if necessary
o Once goals are met, establish new ones
(Allen, 2012)
12. o Healthy Future 2015 Goals
o Environmental Performance
o Environmental Partnerships
o Facility Transparency
o Recognitions
o Helping Mothers and Children
o Campaign for Nursing’s Future
o Because We Care, We Act
o Having a Baby Changes Everything
Public Relations
13. Effect of Channel Management Decisions
o Growth of clientele expectations
o Intent of improving services and the level of satisfaction
o Incorporate self-sustainability by empowering the organization to
achieve fiscal productivity
o The cost policy, sorting out responsibilities, setting terms of
operations and defining territorial rights.
14. o Johnson & Johnson. (2012). Our company. Retrieved from
http://www.jnj.com/connect/about-jnj/company-structure
o Johnson & Johnson. (2011). Johnson & johnson form 10-k annual report. Retrieved
from http://www.investor.jnj.com/2010annualreport/pdf/2010-10-k.pdf
o Allen, K. (2012). How to Idnetify Quantifiable Elements to Evaluate, Monitor, and
Control Your Marketing Plan. Retrieved from http://smallbusiness.chron.com
References