The product to be sold is a job readiness seminar that we are calling "Job Launch." The roll out product will be a two-hour workshop/seminar that is designed to be co-marketed to Business Schools and Colleges.
The cost of the seminar will be $300 per person and the seminars will be held on school property. There will be group discounts available, and the seminar session is planned to handle a maximum of 20 people.
A series of "Job Launch" products such as books, audio tapes, and even special consulting sessions will also be offered for sale. In addition, it is planned that the seminar fee will include a six-month membership to the Job Launch web site.
Rice (1992) tells us that what "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). Distinguishing this qualitative difference is the goal of this marketing plan.
II. A. Desired Accomplishments from Plan
Accurate and predictive product information and positioning.
Segmentation of market and consumer research,
Brand definition including brand awareness, response rates.
Measure and monitor activity of individuals.
Target customers and promote the products.
II. B. Desired Reaction of targeted audience
The primary business goals that are desired to be achieved by this plan are:
A. First-year sales of 10,000 seminar units (an attendee is a unit), and:
B. First-year brand identification and consumer recognition by the decision makers in the Colleges and B-Schools.
C. Purchase of ancillary products by 10 percent of seminar attendees.
The messages will be quantitative and qualitative. This will be achieved by educating buyers of the superior quality and reliability of the Job Launch products. Secondary marketing messages will be the economical and e...