Mix Marketing Plan Essay Example for Free

motley Marketing Plan EssayThe mix grocerying program below is for the 2009 Mitsubishi outsider compact all(prenominal) cycle flummox (AWD) priced under $40,000. This market intend below describes the target market and objectives that be incumbent to capture the target market. Further more, the pattern offers recommendations and some of them methods necessary to promote the Mistubishi Outlander and create awareness of its neverthelesston on to the market in 2009. Also in the mix market plan is situational analysis that is overturned down into four disunites. The first part is the menstruum product which describes the taint and core product which in this case is the Mistubishi Outlander. The second part discusses the factors that pull up stakes affect the price of the Outlander such as disceptation and demand. The third base lieu talks about the current dispersal and method in which to distribute the Outlander. This part likewise talks about the intensit y of statistical distribution and the intermediaries used to distribute the Outlander and the factors that influence the distribution such as storage and transport of the Outlanders from point of manufacture to the point of sale. The fourth situational analysis aspect is the forward motional theme and the elements integrated in the forward motion mix. The theme is that of dog in the midst of an all wheel parkway and a sports utility vehicles that is both nice as urban cruiser as salutary as an off road strong suit surface vehicle.The recommended target market for the Outlander is mainly the medium size family that enjoys occasional family trips out of urban localities. The age group of the consumer interested in purchasing the Mistubishi noncitizen go forth range between 25 to the 50 course of studys of age. This demographic will most promising reside in the upper center of attention class suburbs of Perth. The main aim of this mix marketing plan is to make consumers f amiliarise themselves with the Outlander, promote the alien to all intermediaries through workshops and seminars. Increase saturation of promotional center of the Outlander with media bears such as on moving in denote, email promotions, radio and television system advertisements. The customers are do of the Mistubishi Diamond Advantage.Situational AnalysisCurrent ProductThe Mistubishi outlander is a pose over all wheel drive (AWD) from the product describe of the Mitsubishi Motor Company. The Outlander is a shopping type of consumer product that is in its Introduction stage. It is a compact AWD that can be driven in urban areas as come up as off road. However, the Outlander does non have Electronic perceptual constancy control remains (ESP) but does come with an expandable row making it a seven seater and a bisected rear door for uncomplicated accesses to the rear cabin space. The ESP can always be added on to the future cars by adopting the system that is used in e arly(a) Mitsubishi exemplars.Current PricingThe current influences on the price of the Outlander allow in demand, competition and other external factors such as economic situation and good value determine (Kotler et al.2007, 350). The Mistubishi Outlander is in the monopolistic market as they are many sellers offering alternatives (Pierre and Toulemonde 2009, 1347) .AWDs such as the Toyota Rav Four and Nissan Extrail. The set objective of the Outlander is based on the price of competitors model of SUVs and the mix of models of the Outlander offered by Mistubishi under $40000.Current Distribution The outlander is distributed indirectly from the factory through intermediaries such as the dealerships. Intermediaries provide a relate between the manufacturer and consumer (Ansari, Mela and Neslin 2008, 60).The dealers include organisations that specialise in Mistubishi vehicle sales and service. Distribution of the outlander is selective for easier negotiations and unity tone custo mer interaction. Some of the factors that whitethorn affect distribution include transport and Storage of the Mistubishi outlanders from the point of manufacture to the point of sale.Current promotional material The main objective is to get the consumers familiarise themselves with the new Mitsubishi Outlander. The theme is that of a sports utility vehicles that is both excellent as urban cruiser as well as an off road medium sized vehicle. Advertising, direct Marketing sales promotions are some of the methods used to show to the customer the sporting side as well as its ability to use as urban vehicle through events such as the Dakar Rally.Recommended Target Market The recommended target market for the Outlander is mainly the medium sized family that enjoys occasional family trips out of urban localities. The age group of the consumer interested in purchasing the Mistubishi outlander will range between 25 to the 50 years of age. The consumer will most likely come from middle class urban setting and enjoys showing off the off-road capabilities of their car while being a well-to-do and stylish car to drive around town.This target market has the most potential because the outlander is an urban sports vehicle that has an especial(a) row of seats to accommodate a total of 7 passengers as compared to its rivals on the market within the same price range. The outlander also comes with a lot more meter features as compared to its rivals on the market. Some off the unique features include interchangeable all wheel drive that can be selected at any driving speed. The outlander also has a compact third row seat that does not compromise boot space and is still accommodate two extra passengers.Recommended Marketing ObjectiveIn order to keep the Mitsubishi Outlander a whirl of the other brand of cross over AWDs on the market, some short term marketing strategies will have to be position in place. These include Making the consumers familiarise themselves with the Outla nder, promote the outlander to all intermediaries through workshops and seminars. Increase volume of promotional content of the Outlander through media channels such as online advertising, email promotions, radio and television advertisements. Another approach would be to promote the Outlander through competitions, sponsorships of sporting activities and discounted sales to the first few customers. Boost the appeal of the outlander by offering membership to outlander car club through the Mitsubishi Diamond Advantage as part of a package deal for the purchase of an Outlander which is a 10 year 160 000 km drive train warranty and the 5 year numberless 130 000 km warrant plus roadside assistance.Product recommendations Since the product at hand is a motor vehicle, the product packaging will not be required however all other aspects of the product such as branding extensions will be taken into consideration. The product at cogitate is the Outlander which comes from the product mix of Mitsubishi motor high society it only has one product lines with a narrow-minded width. Therefore, only the depth of the product mix can be explored to give the consumer a variety to alternative from the range of Outlanders available. The Mitsubishi Outlander is offered in three models namely the LS, XLS and the elective XLS sumptuousness pack.The Three models offered come with diametrical options and at a varied price range depending on the added extras. However, the base model still has a starting base price of $31,990 that is fixed depending on whether the customer chooses to add extras to the vehicle. The base model of the outlander is the Ls which comes with 2.4 litre 4 cylinder MIVEC engine, driver and passenger side airbags. The LS models also comes with All Wheel witness 4WD (AWC), air condition, cruise control, Keyless entry, power windows, a steering wheel with audio controls, Stability and traction control.The XLS model has added on features that the LS does not have such as Continuously variable machinelike transmission (CVT), INVECS Smart Logic and 6 steps Sports Mode, Paddle gear shifts, Smart Key, Bluetooth voice activate phone connectivity, chrome grill surround, 18 alloy Wheels, Reverse parking sensors, Adaptive Front dismissal system, High intensity Discharge Head Lamps (HID), Fog Lamps and privacy Glass. The third model of the outlanders is the optional XLS Luxury pack. This model has additional feature to the XLS model. These key features include 18 7 spoke wheels, chrome out(prenominal) highlights, electric sunroof, Rockford Fosgate premium sound system with 9 speakers, Rear entertainment system, Mitsubishi Multi Communication system (MMCS) including major planet navigation and reverse camera, automatic dusk sensing head lamps, automatic rain sensing wipers, welt seats facings, power driver seat and heated front seat.Pricing recommendationsThe pricing recommendations for the Mitsubishi Outlander will include the product line pr ice, product bundle pricing and optional product pricing. The product line price in this situation is considered because the product line width is narrow and special(a) to the Outlander models namely the LS, XLS and The Optional XLS model. Therefore, the pricing of the models will also be affected by what model is being exchange through the intermediaries to the consumer. The purpose is to insure profit maximisation of the base model LS by mass distribution to the companies and leasing companies.With the LS having least of the features, making it the level entry model of the Outlander models. The second thing that is considered when it comes to product line pricing is the optional product line pricing. This will help increase the Mitsubishi profits from the sale optional accessories that can be added to the features of the Outlanders base model the LS. Some of the features intended for the target market include, 18 alloy wheels, reverse parking sensors, High intensity Discharge He ad Lamps (HID), Fog Lamps and Privacy Glass, electric sunroof, chrome exterior highlights, Rockford Fosgate premium sound system with 9 speakers and rear entertainment system.The perceive value of the extras is reasonable priced as all extras added on to the Outlander models come with a 5 year 130000 km warranty. The last recommendation for product line price is product bundle pricing, where the Outlander models are sold as bundles. This can be achieved when either selling the Outlanders with just the basic features at a much lower price as compared to the base models. The target market is leasing companies, private and government organisations in lot. Furthermore, pricing adjustments can be made to increase sales such as discounts on bulk buys and end of financial year sales and further discounts for early or silver payments. The Outlander is not new to the car market, therefore the new product pricing system that is recommended is the market penetrating pricing strategy to att ract a large number of buyers and share market as its a medium quality and medium price product.Distribution recommendations The recommend method of distribution channel is using indirect channel through intermediaries such as agents, retailers and wholesalers. The intermediaries act as the third party link between the Mitsubishi and the consumers. The involvement of intermediaries allows the Mitsubishi to reach geographical dispersed groups and avoid direct investment. The Mitsubishi car company does not have to have a direct involvement with credit facilities or have local cognition of customers.Furthermore, Mitsubishi can earn a greater return by investing in their main phone line rather than in direct marketing. The intermediary can deal directly with the customers at a more efficient and effective level often provide a supplier or manufacturer more returns than the manufacture can achieve on their own. This due to the amounts of contacts they have in the industry, experience, specialisation and scale of operation.Therefore, the channel of distribution is the retailer channel. That is from the manufacturer to the retailer then the consumer. The retailers sell the Outlander directly to the customers by so doing making the level of distribution intensity selective. This enables Mitsubishi deal directly with a few selected dealers that sale and provided services of goods manufactured by the Mitsubishi motor company. Channel conflict is minimised by dealing directly with intermediaries who are amenable for delivery and sale of the Outlanders. By doing so the conflict most likely to arise is between the Mitsubishi and the soap distributors.Promotion recommendations Before any promotional recommendations can be made in terms of promotions for the Mitsubishi Outlander, a number of things have to be considered. The major decision that has to be made includes objective setting, advertisement budget, advertising strategy and evaluation. When it comes to setting the budget, the product life cycle (PLC) has to be taken into consideration. From the introduction of the new Outlander where light advertising and pre introduction publicity to heavy advertising and awareness.This is the growth stage where brand consignment and personal selling are greatly enforced. The maturity stage involves the decrease in sales promotion personal selling and the decline stage is where advertisements and promotions reduce with limited sales. These stages will determine the over head for the budget. The other promotional recommendation is the public relations mix and media selection through which to do the advertising. The media strategy includes selecting the media format. For example the newspaper has mass audience following and is good for targeting a specific audience via ready(a) distribution.Magazines are mainly for segmented audience however, the instruction is intensive and highly visual. Television combines both snoop and sound however most ads are i gnored and only good when trying to build brand awareness and if there are adequate financial resources for the advertisement. However, radio has immediate delivery and good for pick up impulse purchasing, cheap to advertise but does not have a visual impact. Last, there is outdoorsy advertising at the car dealership on the lawns where there is great traffic flow. Sales promotion is also another way to attract new customers to the Mistubishi Outlander.This also helps retain loyal Outlander customers and also regain past purchasers who have no longer purchase Mistubishi Outlander. This can be achieved through cash back offers, competitions, premium offers offering more test drives of the Outlander models. Promotions can also be done through personal selling and interpersonal communication with target consumer groups. This involves two way communications between sales people and individual customers. The sales people are the link between the Mistubishi motor company and the custome rs and vice-versa. Another method that can be used is direct communication using electronic net tools and technologies via the internet.Telemarketing, telesales other forms of direct marketing that can be used to promote the sale of the Outlander. Other outlaw(a) methods of promotions that can be used are viral marketing by passing on information to others creating exponential growth in the messages response. Viral communications incurs very little expenses however there is limited control over receipt of the messages. The forms of passing information and advertising that are becoming popular blogs. Blogging is one method of creating hype for a product with no costs and also be able to aid communication between organisations and their stakeholders. Endorsements by celebrities via paid verbal testimonials or physical association with a brand. The height is that advertising air time is practically free and the public is often not informed whether the repute is renumerated by the company.Conclusion. The above mix marketing plan is designed for the 2009 Mitsubishi Outlander all wheel drive AWDs. The mix market plan describes the target audience and recommends ways in which to capture the intended market. The plan has further recommendation on how to create awareness for the 2009 Outlander and methods of price, distribution and promotion. The mix market plan also has situational analysis that breaks down the recommended mix marketing strategy into four aspects that current product, current pricing, current distribution and the current promotion. The mix market plan also explains the chosen theme that is a cross between an all wheel drive and sports utility vehicle that is also excellent as an urban cruiser. Furthermore, there is emphasis on the outlanders unique features for vehicles whose base price is under $40,000.