Jim's Notes

MARKETING    PLAN   PROJECT


   Target Market Selection ( market segmentation approach)


         1. Identify segments of the overall market for personal
              sized (16.9 Fl. oz.) bottled water using consumer 
              segmentation variables and specific needs that are similar


            demographic - geographic - behavioristic - psychographic
                   
        2. Chose the segment (s) that fit best with the organizations
             goals and objectives. 
                  large enough ? growing ? support company mission ?


             This is/are the target market(s)
                 
         3. Develop a marketing strategy with a marketing mix that             
             appeals to the target market(s)
             
                    product - price - promotion - distribution


   Marketing Research Project 


          Describe a project to be completed by the end of year 1 that
          will provide relevant information for the year 2 plan


   Pricing
              
              Objective
                   Market Share
                   ROI
                   Profit
                   Cash Flow


               Strategy
                   New Product
                   Promotional
                   Psychological


                Competition
                   Price
                   Non-Price