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Komen Marketing Plan Final

Komen Marketing Plan Final

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Published by Akilah Vinson

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Published by: Akilah Vinson on Jan 09, 2011
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11/07/2012

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MARKETING PLAN OUTLINE: KOMENI.
 
Executive Summarya.
 
MissionII.
 
Situational analysisa.
 
Marketing mix: product/service, place, promotion, priceb.
 
Competitionc.
 
SWOTIII.
 
Target market and strategyIV.
 
Marketing research ( what has been done, what needs to be done)V.
 
Organizational structure and plan
y
 
Personal needs to implement the strategy
y
 
Resources (financial, technology, sponsors)VI.
 
Financial projectionsVII.
 
Implementation-
 
CalendarNOTES:-
 
Design events according to the target market
 
Executive Summary
Susan G. Komen is the largest grassroots, nonprofit breast cancer organization. The Susan G. KomenUpper Cumberland affiliate is one of many who have been organized by a group of advocates andactivists who focus their efforts on the education, screening, and treatment of breast cancer.Our mission is to provide funding for nonprofit organizations, government agencies, and educationalinstitutions to help in the education, screening, and treatment of breast cancer in the UpperCumberland area.
Situational Analysis
Marketing Mix:
As a non-profit organization we endeavor to raise donations and funds that aid in the spread of breastcancer awareness and assist in funding for breast cancer research. Our service is to offer fund raisingactivities that enable people to become more involved in the community and the fight for the cure of breast cancer. In return, the money that is raised is used to supply potential grants--nonprofitorganizations, government agencies, and educational institutions-- for funding geared towardsresearching for the cure of breast cancer.Our affiliate is positioned to cover the Upper Cumberland area of middle Tennessee. We are located inCookeville, Tennessee and include the 14 surrounding counties.This affiliate of Susan G. Komen is promoted through various activities. Our largest fundraiser is theKomen Race for the Cure, which takes place once a year. It is a large community event in which anyoneis invited to participate. Other promotional activities include a golf tournament, supporting Komenduring breast cancer month, pink Sunday, and various cooking fundraisers.
Competition:
Susan G. Komen for the Cure is one out of many nonprofit organizations located in the Putnam Countyarea. Other nonprofit organizations in this area include:
y
 
H
eart of the Cumberland- a center for healing and hope
y
 
Cityscape-
y
 
Aging service
y
 
Cookeville Senior Citizens Center
y
 
B
GC Inc.
y
 
White Country Farmers Mutual Co.
y
 
Upper Cumberland Child Advocacy
y
 
H
ighlands Visitor Center
 
SWOT 
Analysis:
S
trengths,
eaknesses,
O
 pportunities,
hreats
There are recognizable strengths and weaknesses that internally affect the office of Susan G. Komen inthe Upper Cumberland area. In terms of strengths, Susan G. Komen is a growing organization with boardmembers who are willing to take out there time to help inform the community about breast cancer.One of our greatest weaknesses is that we are not fully marketed in the surrounding counties of theUpper Cumberland. Another weakness is that we need to begin to take more ideas from the NationalKomen and incorporate those into our local affiliate.There are many opportunities in the community that Komen can take advantage of to grow. One way togain more awareness through college students is to have more interns.
H
aving an intern for morespecific areas will help Komen to grow and become more organized, and in return allow the intern togain experience in the area that is offered. Another opportunity is to utilize Passionately Pink for theCure. This is a fun way to encourage businesses and schools in the community to participate infundraising for Komen. There needs to be advertising for this event.
T
arget Market and Strategy
Our target market is the people located in the Upper Cumberland area. Anyone who is willing toparticipate in the fight to end breast cancer is welcome to join us.Our strategy is to find more ways to promote for Komen. A potential target market is that of TennesseeTechnological University. It would be beneficial to target the students, faculty, and staff at the Universitybecause the majority of them are positioned at that one location.
Marketing Research
A questionnaire was conducted and emailed out to 22 people, but only twelve of them responded. Themajority of the potential respondents attend TTU. The age ranges are from 20-36 years old. Thesestatistics came out of the research:
y
 
Out of the 12 who responded all of them would be willing to donate and help out a nonprofitorganization for a good cause
y
 
42% of the 12 people experienced a family member being diagnosed with breast cancer
y
 
8
4% of the 12 did not know that men could get breast cancer
y
 
All respondents replied that they would be willing to participate in any activities or organizationsthat would help fight for the cure of breast cancer
y
 
The majority of the respondents have heard of Susan G. Komen for the Cure, except one
y
 
67% of the respondents had participated in a Susan G. Komen event
y
 
The main event that the respondents participated in was the Race for the Cure. Also therespondents who had participated wore pink for breast cancer month. One respondent

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