Marketing Plan for Hallmark Cards, Inc

This marketing plan is designed to help Hallmark Cards,Inc., promote and meet certain objectives. Those objectives are:

Introduce Mothers to all relevant facets of the Hallmark brand, including products and services that serve a Mother's specific needs.

Engage Mothers across Hallmark corporate channels -- primarily Hallmark God Crown stores, secondarily Hallmark.com, 1-800-Hallmark, and subsidiary products and services.

Grow Hallmark corporate revenue via increased share of Wallet across Hallmark's portfolio of businesses.

The plan is designed to go into effect January 1, 2003, and to continue until December 31, 2003.

Conceptual Control and Focus of Plan

The modern concept of marketing and marketing strategies, which are the topics of the remainder of this paper, are generally attributed to Ralph Cordiner, chairman of General Electric in the 1950s (Petriv, 1997). When he was describing GE's business philosophy in the company's 1952 annual report he referred to an advanced concept of marketing, formulated by the Marketing Services Division. This attribution gave credence to the concept of marketing playing a key element in the production cycle, thereby integrating marketing into each phase of the business (Petrov, 1997, 26).

In 1972, McNamara further delineated the marketing concept as being a philosophy of business management based on a company-wide acceptance of the

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1-3% In addition, we know that Gold Crown Card members spend twice the amount of non-members. These data confirm what Rice called the "new reality of the marketplace" in which any marketer or manufacturer who wants to succeed has to understand these new intelligent customers, whether they are down shifters or professional customers or something called cross-shoppers -- or a combination of the three (Morris, 1996). What these consumers really want is top quality at the lowest possible price. They are no longer willing to pay for brand names if they cannot distinguish a qualitative difference between branded items and private label goods (Rice, 1992, 56). 3. Marketing Strategy Customers, especially Mothers, tend to only do business with companies that they feel confident in. Even if the company has the greatest product in the world, with the most powerful warranty, and yet is run in a manner that does not inspire confidence, then the success of that company is in doubt. The Marketing Strategy for Hallmark will make use of the concepts implicit in the acronym DADDIE which stands for "Direction, Analysis, Design, Development, Implementation and Evaluation." (Morris, 1996; Nakache, 1998). These five steps are e
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Some common words found in the essay are:
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Approximate Word count = 2519
Approximate Pages = 10 (250 words per page)