Marketing Plan for Aqua Bay

In: Business and Management

Submitted By waffawaffa
Words 5026
Pages 21
Aqua Bay Marketing Plan for Softubs

Jamie O'Shaughnessy

Table of Contents EXECUTIVE SUMMARY 4 PURPOSE 5 SCOPE 5 SITUATIONAL ANALYSIS 6 COMPANY 6 About 6 Mission Statement 6 Corporate Social Responsibility 6 COMPETITORS 7 St. Lawrence Pools 7 Beachcomber 8 Comparison Chart of Competitors 9 CUSTOMERS 10 Market Segments 10 Target Market – “KEY FINDINGS” 10 Market Share 11 Customer Needs 11 Retail Channel 11 Consumer Information Sources 11 Frequency and Quantity of Purchase 12 COLLABOTATORS 13 CLIMATE 14 STEP Analysis 14 Social 14 Technological 14 Economic 14 Political 14 SWOT Analysis 15 Strengths 15 Weaknesses 15 Opportunities 15 Threats 15 OBJECTIVES AND ISSUES 16 MARKETING STRATEGY 17 Unique Selling Proposition 17 Competitive Advantage 17 Customer Promises 17 USP 17 MARKETING MIX 18 Product 18 Price 18 Promotion 19 Place 20 Promotional Objective 20 Promotional Strategy 20 Strategic Summary – “KEY FINDINGS” 20 TACTICS 21 Personal Selling 21 Frequently Asked Questions 22 Print 23 Signage 23 Emails 25 BUDGET 26 Monthly Budget (DIRECT COSTS) 26 CONTROLS 27 Customer Feedback 27 Annual Sales 27 Profitability 27 Journal 27 Sales: Prospects 27

* attached documents

*Positioning Graph for Softub
*Customized Print Advertisement for Softub
*Letter to Softub Sales Representative

EXECUTIVE SUMMARY

Aqua Bay Ltd is a local pool store looking to increase the net profit from increasing revenues from the Softub line and increasing marginal profit. Aqua Bay primarily competes with two major competitors: St. Lawrence Pools and Beachcomber, both offer similar products, but neither can match the fantastic value of a Softub. Aqua Bay’s market share in the Hot Tub Industry sits at 15% within the Belleville region. This marketing plans to increase…...

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