stablished, no pricing strategies, no implications of marketing research, and no communications history.
The market segment targeted for the Geoplex is executives of multinational corporations. The primary market for the Geoplex is predicted to be the executive in upper echelon management who has sufficient discretionary income to afford the $15,000 price tag that Geoplex will enter the market with. Secondary markets will be found among people who want to give the impression that they are members of the primary target market. The target market will be found in major cities of North America, South America, Europe, Asia, Australia, and the Middle East. Demographically, the targeted individuals will earn 200,000 or more per year, have a net worth of more than $1 million, have graduated from a top school, and will have been involved in the business world for more than 10 years. The targeted age will be 34 to 54 in each country.
Psychographically, the Geoplex customer will be motivated by the desire to be exclusive, to own items of rare excellence, and are willing to pay the price. Behaviorally, the Geoplex customer is active, travels 20 times or more a year on business, is willing to take risks, and feels the need to be in instant communication with his perceived empire.
There are several need-satisfying objectives inherent in this campaign; many of them based on a study of past purchase behavior of our targeted market. From that study, we know that the potential Geoplex customer is possession-oriented and needs the feeling of exclusivity that they do not find in a rapidly democratizing world. Long and short-term sales target objectives are these: the introduction of the Geoplex watch will achieve targeted sales projections as discussed in the marketing plan. After those are met short term, the long-term strategy involves using the existing Geoplex customer base as a launch pad for other Geoplex products. The marketing...