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Simple Green Marketing Plan

Simple Green Marketing Plan

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Published by Megan

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Categories:Types, School Work
Published by: Megan on Jun 25, 2011
Copyright:Attribution Non-commercial

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05/12/2014

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 ___________________________________________________________1
Table of Contents
1.
 
Executive
S
ummary
...........................................................................................................22.
 
S
ituation
R
eview
................................................................................................................33.
 
M
arketing
C
ommunications
S
ituation
............................................................................4-7
a
.
 
B
rief 
M
ention
 
of 
C
ompetition
 b.
 
P
ositioning
S
tatement
 
c
.
 
P
ositioning
S
tatement
R
ationale
 d.
 
C
urrent
N
ewsworthy
I
nformation
 4.
 
T
arget
A
u
d
ience
A
nalysis
................................................................................................7-95.
 
Obj
ective
............................................................................................................................96.
 
S
trategic
Id
ea
...............................................................................................................10-117.
 
T
actics
.........................................................................................................................12-20
a
.
 
P
u
b
lic
R
elations
 b.
 
I
nternet
M
arketing
 
c
.
 
S
ales
P
romotion
 d.
 
N
ew
Ad
vertising
 
e
.
 
F
inal
T
houghts
 
 
 ___________________________________________________________2
Ex
ecutive Summary
 I
n
 
or
d
er
 
to
 
gain
 
a
 
competitive
 
a
d
vantage
 
in
 
the
 
market
 
of 
 
green
 
cleaning
 
pro
d
ucts,
 S
imple
G
reen
 
nee
d
s
 
to
 
focus
 
on
 
the
 
main
 
opportunity
 
of 
 
generating
 
awareness
 
that
 
the
 
pro
d
uct
 
can
b
e
d
ilute
d
to
 
effectively
 
clean
 
while
 
saving
 
money
. S
imple
G
reens
 
concentrate
d
formula
 
is
 
a
 
key
 
characteristic
 
that
 
sets
 
it
 
apart
 
from
 
other
 
green
 
cleaners,
 
so
 
this
 
must
b
e
 
emphasize
d.M
any
 
green
 
consumers
 
are
b
asing
 
their
b
ran
d d
ecisions
 
on
 
price
d
ue
 
to
 
the
 
recently
 
struggling
 
economy,
 
so
S
imple
G
reen
 
must
 
make
 
consumers
 
aware
 
that
 
the
 
pro
d
uct
 
lasts
 
longer
 
than
 
any
 
other
 
green
 
cleaner,
 
thus
 
saving
 
them
 
money
. T
o
 
generate
 
awareness,
S
imple
G
reen
 
will
 b
ecome
 
a
 
supporting
 
sponsor
 
of 
 
the
 
annual
 
green
 
festival
 
event,
 
the
 
largest
 
sustaina
b
ility
 
event
 
in
 
the
 
worl
d
,
 
which
 
is
 
atten
d
e
d b
y
 
key
 
mem
b
ers
 
of 
 
the
 
target
 
au
d
ience
. D
emonstrations
 
will
b
e
 d
one
 
at
 
the
 
event,
 
an
d
atten
d
ees
 
will
b
e
 
given
 
a
d
iscount
 
if 
 
they
 
purchase
S
imple
G
reen
. T
he
 S
imple
G
reen
 
we
b
site
 
will
 
also
b
e
 
expan
d
e
d
to
 
host
b
logs
 
an
d
allow
 
we
b
visitors
 
to
b
ecome
 
mem
b
ers
 
of 
 
the
 
site,
 
allowing
 
for
 
mem
b
er
 
exclusive
d
iscounts
 
an
d
chances
 
to
 
win
S
imple
G
reen
 
pro
d
ucts
. A
virtual
 
game
 
will
 
also
b
e
 
create
d
in
 
which
 
players
 
must
 
use
S
imple
G
reen,
 
an
d
other
 
go
 
green
 
tactics,
 
to
 
fight
 
pollution
 
an
d
harmful
 
chemicals
 
in
 
the
 
worl
d
aroun
d
them
. A S
imple
 G
reen
R
ewar
d
s
 
section
 
will
b
e
 
a
dd
e
d
so
 
that
 
proofs
 
of 
 
purchase
 
can
b
e
 
su
b
mitte
d
to
 
receive
 
a
 
free
 
trial
 
size
b
ottle
. S
ales
 
promotion
 
will
 
inclu
d
e
 
a
 
coupon
 
giveaway
 
at
 
organic
 
stores,
 
grocery
 
stores,
 
an
d
online
. P
articipating
 
stores
 
will
b
e
 
provi
d
e
d
with
 
floor
 
stickers
 
to
 
lea
d
customers
 
to
 
the
 
pro
d
uct,
 
which
 
will
 
have
 
special
 
eye
 
catching
 
packaging
. Ad
vertising
 
will
b
e
d
one
 
on
 
the
 
si
d
es
 
of 
 
shopping
 
carts,
 
on
 
out
d
oor
b
ill
b
oar
d
s,
 
an
d
on
 
the
 
top
 
of 
 
pumps
 
at
 
gas
 
stations
. T
hese
 
new
 
approaches
 
to
 
a
d
vertising
 
will
 
all
 
focus
 
on
 
the
b
enefit
 
of 
 
saving
 
money
 
with
S
imple
G
reen
.
 
 ___________________________________________________________3
Situation Review
 
SWOT Analysis
S
trengths
 
y
 
C
heaper
 
cost
 
per
 
use,
 
one
b
ottle
 
of 
 S
imple
G
reen
 
can
b
e
d
ilute
d
to
 
make
10b
ottles
 
of 
 
househol
d
cleaners
 
y
 
G
reen
S
eal
 
certifie
d
y
 
T
he
 
original
 
green
 
cleaner
 
y
 
N
ontoxic
 
an
d
safe
 
to
 
use
 
aroun
d
chil
d
ren
 
an
d
pets
 W
eaknesses
 
y
 
M
any
 
consumers
 
are
 
unaware
 
that
 S
imple
G
reen
 
can
b
e
d
ilute
d
to
 
save
 
money
 
an
d
make
 
the
 
pro
d
uct
 
last
 
longer
 
y
 
L
imite
d
promotions
 
an
d
coupons
 
availa
b
le
 
to
 
consumers
 
y
 
N
ot
 
enough
 
a
d
vertising
 
to
 
gain
 
awareness
 
 
Opportunity
 
y
 
G
enerate awareness that Simple
G
reencan be diluted to effectively cleanwhile saving money
T
hreats
 
y
 
G
reen
 
cleaning
 
pro
d
ucts
 
from
 
alrea
d
y
 
esta
b
lishe
d
,
 
well
 
known
b
ran
d
s
 
such
 
as
 C
lorox
 
y
 
C
onsumers
 
unaware
 
of 
 
the
b
enefits
 
of 
 
green
 
pro
d
ucts
 
y
 
C
onsumers
 
not
 
intereste
d
in
 
green
 
pro
d
ucts
 T
he
 
main
 
opportunity
 
is
 
to
 
generate
 
awareness
 
that
S
imple
G
reen
 
can
b
e
d
ilute
d
to
 
save
 
money
b
ecause
 
this
 
is
 
a
d
istinguishing
 
characteristic
 
that
 
sets
S
imple
G
reen
 
apart
 
from
 
other
 
green
 
cleaners
. S
imple
G
reen
 
can
 
gain
 
a
 
competitive
 
a
d
vantage
b
y
 
leveraging
 
this
.

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