Marketing plan for “Understanding generations”

-SOCIAL TECHNOLOGY LTD-

Student ID: S230595

Module: Marketing Management
London School of Commerce in Association with University of Suffolk
“I declare that this assignment is all my own work and that I have acknowledged all materials
used from the published or unpublished works of other people. All references have been duly
cited” – RAUL CLAUDIU CIMPAN
Summary

Marketing is one of the best ways to make someone or something to be liked by

people from around the world. Understanding marketing and its methods could be one of the
valuable information a person could have.
Everybody is talking about gap between generations, the old and the young people
that do not understand each other. Social Technology Ltd. is coming with a project that is
designed to make people understand each other by expressing ideas about lifestyle, old or the
new generation. “Understanding generations” is a mobile application which allows you to
discuss different ideas about life experiences and how the old or the young has acted or how
they would act if they live the experience in real life. The app is designed to hide the identity
of the user, it will show only the age and every debate will be rated by users. Features about
lifestyle of generations, statistics, social and psychology pros, enrolment to the team and
many more on “Understanding generations”.

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Table of Contents

1. Introduction.......................................................................................................................4
2. Literature review..............................................................................................................4
2.1. Marketing Mix................................................................................................................4
2.2. Marketing segmentation................................................................................................6
2.3. E-Marketing...................................................................................................................6
2.4. M – Marketing................................................................................................................7
3. Analysis and Discussion....................................................................................................8
4. Recommendation..............................................................................................................9
5. Conclusion.......................................................................................................................11
References...............................................................................................................................12

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1. Introduction
This report discus about what marketing management is, what is the area of use.
Marketing makes products, services, people, companies to be more wanted for customers.
Principles and modes of marketing are defined and put discuss how these are applicable to a
product. Also the segment of the customer debated is millennials, the category of individuals
who starts the 21st century and make the bridge between traditional and digital.

An marketing plan is shown in the following text for an app which will help people to
understand each other. The application is created so that all the people who know how to use
a phone or desktop to be able to socialise on the app. It is created to be easy to use and every
article on it is verified from low to high costs. The text will be designed in the way that every
individual can understand.

2. Literature review
Marketing is the bridge between products and customers. It’s role is to attract new
customers and to keep the old ones, so without marketing nowadays is very had to sell a
product. The image made by marketing can make the difference between bad products
and good products.

The marketing department strives to profoundly understand the customer to develop a

product or service which the customer will want (Karl & Niketh, 2006). Marketing has
the great mission to gather information about other products from similar range of use and
integrate the new product on the market. This part puts all parts of the market study
together so that the new product to be “buyable”. In studying the market we have to
consider making a plan about how similar products have success on the market.

2.1. Marketing Mix

Marketing mix means all the strategies of producing, distributing and pricing a
product to achieve the market target. According to Pruskus (2015) marketing mix - a set of
relevant factors and solutions that enable customers to meet the (national) needs and achieve
the goals set by the company. Marketing mix is defined as set of controllable marketing tools
that a company uses to create a desired response in the targeted market. (Set of these tools is
generally referred to as 4P’s of Marketing, being Product, Price, Promotion and Place (Raiz,

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2011). The 4 Ps have been associated with the Marketing Mix since their creation by E.
Jerome McCarthy in 1960. In late of 70s Marketers realised that they should extend the area
of research and updating the Marketing Mix. This led in 1981 to am extension to Marketing
Mix of another 3 Ps by Booms & Bitner. This extension allowed Marketing Mix to include
products that are services not just physical products.
Product – The Product must fulfil the needs of the costumers.
Price – The Price must be for all categories of people
Promotion – Promotion must be made in all areas and by every disponible method
Place – Place could be physical or virtual
People – The categories of customers that the product is designed for and the ability to
connect to the ones who are behind the product
Process – The process must be as smooth as possible from the production of the product till it
arrives to the customers
Physical evidence – The evidence of the existing product even if it is physical item or online
services

Figure: The 7 Ps of Marketing

(Source: https://www.smartinsights.com )

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2.2. Marketing segmentation
Organizations must know their size both in present and in the future, so that they
could better understand target audience and ideal customers. An organization must know
what their competitor is doing; they should notice trends and respond to them. Marketing is
an extensive field that incorporates areas of research, tactics and exchange of ideas.
Marketing plays a significant role for numerous organizations and improves value for the
consumers and develops consumer relationships. Because of the needs, preferences, and
behaviour of segment, consumers are similar but not identical (Gillian, 2011).

Types of market segmentation

- Demographic segmentation – the most common marketing segmentation, it involves

customers demographics as age, income, education, race, gender occupation. This
strategy presume that individuals with similar demographics have similar needs.
- Geographical Segmentation – It means that the market is divided by location. It is
believed that individuals from the same region have the same needs and wants up against
the individuals from other region of the world.
- Behaviour segmentation – this strategy relays on individuals behaviour, how they
reacted in future to categories of products what products are reliable to spent with
- Psychographic segmentation - Psychographics is classified as “the study of personality,
values, attitudes, interests, and lifestyles.” Organizations need to know their
consumers‟ habits to effectively connect with them and for the consumer to
identify the organization`s products or services (Gillian, 2011)
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2.3. E-Marketing
Electronic Marketing (E-Marketing) can be viewed as a new philosophy and a modern
business practice involved with the marketing of goods, services, information and ideas via
the Internet and other electronic means (El-Gohary, 2010). In a world full of technology
every piece must be used in the process of marketing. Technology gives every business a
chance to evolve, to reach faster to customers and access the information all over the world.
By using the internet the limit is the sky. People can have more reliable information, quick
review of the products existing in entire world. Statistics made with today`s technology is
more reliable and can evidence easily the truth from the market. The cost of accessing the
internet is relatively low and everybody could sell or buy something through internet.

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 The advertising

Advantage of E-marketing:
 Targeted to desired Market through search words and audiences
 Results are much more measurable
 Money is being spent on funnel phases later then impressions
 Easy to change or pause marketing efforts
 Cheaper customer acquisition costs
 Creates residual traffic
 Decisions can be made using both real data and qualitative results
 The ability to drill down into your demographics to accurately reach your target
market
 Social media, which is essentially word-of-mouth marketing
 Data and results are available immediately
 Accessible to any size business
 The ability to build direct relationships with customers (Taherdust & Neda, 2014)
According to Pipeline Conversion (2022) the transparency of the internet allows the
marketer to have access to analytics and data in a near real-time fashion which will allow the
marketer to make changes to align with the market’s reaction thus making E-Marketing a
preferred solution for Marketing Professionals.

2.4. M – Marketing
M-Marketing or Mobile marketing is advertising marketing by phone, by sending
message to a mobile phone. Mobile marketing may include promotions sent through SMS
text messaging, MMS multimedia messaging, through downloaded apps using push
notifications, through in-app or in-game marketing, through mobile websites, or by using a
mobile device to scan QR codes (Kenton, 2022).

Having a phone nowadays is a necessity. Every individual has one or more phones
even if is an old one or the magnificent smartphones. The advertising through telephone is
made easily because it can be done from the other part of the world or from few meters from
the individuals and the costs are very low. Phone is used to receive simple text message or
multimedia text message, calls, emails and information from internet. It is easy to use and

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carry and this is a reason why it is so popular. Everybody agrees that the phone will never
dyes and it will adapt to every change like millennials.

According to Investopedia (2022) unlikely the traditional marketing efforts, mobile

marketing takes advantage of the fact that many users of mobile devices carry them wherever
they want.

3. Analysis and Discussion

People now adays tend to be independent and the new generation do not listen to
opinions of old people. Some tines old individuals have more life experience and their
conceptions could help the young not to make mistakes in day by day life or in business.
Times has changed but the principle of making business, in the essence, has stayed the same.

Social Technology Ltd. has proposed to create an application to help generations to

listen and understand each other. The young adults who reach the age of 21 just before or just
after the turn of the millennium constitute the Millennial Generation (Pirie & Worcester,
1998). This generation has been witnessed to a lot of changing in the world like technology,
economy and business. Some characteristics of Millennials are: curiosity, ability to adapt to
changes, they value teamwork, they like feedback. So “Understanding Generations” is
designed to connect Millennials with the next new generations like Z Generation and the next
after them.

“Understanding Generation” is a product designed to make generations get together,

promote teamwork and creating connections between individuals. The new generation tend to
be more independent and is tightly connected to digital world. Because the millennials are
verry adaptable to changes but also understand the old fashion of socialising they will gather
together the old generation (generation X) and the new generation (generation Z). The
product aims to make people be more open to new ideas and to express themselves.
“Understanding generations” is an application on which individuals could express their ideas
from an account that is made to show what category of generation belong every user. Is like
an social network but individuals are discussing every day problems, so users from other
generation could express their opinions and life experience. Everybody will learn from
others. On posting the opinion it is a must to upload a video about the subject debated and
also an writing description of the event, also the application offer the service to connect with
a specialist of the subject/domain like an sociologist, psychologist, doctor, professor or even
a mechanic. The platform is like a blog and social media environment gather together based

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on respecting each other opinion and understanding other generations. The team behind the
project is also working on a method that make the platform work offline, not only with
internet connection.

The platform will be lunched in virtual environment and will be available on every
operating system even if is on mobile or on desktop. Easy to install and also the registration
method is made for every age with hints on every step. The platform is designed to work in
two large ways: one the “view only” – for those who want to see what happens on the
platform and take the information they need; and “the connected mode” this type is concepted
for those who want to express their feeling, experiences and beliefs and presume an more
advanced registration and verification – an ID must be provided because there will be checks
at home government. An safety and confident environment will be provided to all users.

The price of the application will be free but some services will cost a small amount. It
depends of the publicity the user wants to make for himself, others or to a company. A
possibility of business will be offering to users of the platform. They could receive money
benefits for their activity. Basically the platform will be the cheapest of its kind but also it
could reach to high cost, it depends of what services individuals want.

The project is destinated especially to the millennials because they are adaptable to
every change that the society will make and because of their great characteristic of listening
to other people they will make the platform more tightly so that all the generation could work
together to a better life and a greater world.

4. Recommendation
According to Chaffey and Ellis (2019) digital marketing focuses on managing
different forms of online company presence, such as company websites, mobile apps and
social media company pages, integrated with online communications techniques introduced
later in this chapter, including search engine marketing, social media marketing, online
advertising, email marketing and partnership arrangements with other websites.

In today`s world every source of information must be valued, so that “Understanding

generation” proposes to be the most digitalised platform in the world. The platform will be
available on every operating system with connection on the internet or not.

The lunching will be at World Platform Exhibition and the event will be webcasting
on Youtube, Twitter and Facebook. Also the platform will be presented on TV show with

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high nationwide audience and at the radio. Advertising will be sent through email and text
message. The collaboration with Google makes advertising to grow in intensity.

By advertising on the World Wide Web the costs will be lower and targeted
customers could easy access the information and the platform. Every week team members
will present the settings of the platform, its opportunities through webinars on different
platform. Every misunderstanding can be discussed with our agents with high care 24h/7 days
a week. Every problem will be checked at the moment of the conversation to find the
quickest solution. The response will be sent to the customer in at least 12H.

E-Marketing is the process of marketing a brand (company, product, or service) using

the Internet through computers and mobile devices mediums. By such a definition,
eMarketing encompasses all the activities a business conducts via the worldwide web with
the aim of attracting new business, retaining current business and developing its brand
identity (Pipeline, 2022). In the process of advertising the contact of the clients will be made
by phone too. Call centre will be available 24h and will answer to every person who have a
problem or who want to discuss about opportunities of making money. New offers will be
sent by simple text message and multimedia text message to clients. Putting all the
advertising methods together the platform will be known by about 50 million people all over
the world by the end of the year and about half the value of effective users.

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5. Conclusion
Marketing in its large area is very important for a product/service, person or company
by making them look more reliable, competitive and be in high demand. Using all marketing
methods in a marketing plan can make the idea more achievable and closer to the purpose.
Having a strategy in everything and following it exactly can make the difference between
success and failure.

Project “Understanding generations” propose to use all the existing marketing

instruments to promote itself. From the segment of individuals whom is destinated to the
costs and opportunities. Category of individuals – the millennials will be the key of the
platform because they will stick everybody together to make a strong community with good
beliefs for the good of everybody. Because of their period of living millennials are the
customers who understand both traditional and digital advertising better than any other
generation.

Every project must attract by its benefits even if it is money, opportunities or

servicing. Even if the access to the platform will be free in time users will understand that
they must invest in their accounts to be more popular or to have access to more services. But
not everybody has the possibility to invest that is why the platform is designed to make
business, to work or simply to study.

By understanding generations the world bill be more connected and more open to
others and changes.

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References

Chaffey, D. & Ellis - Chadiwick, F., 2019. Digital Marketing. 7 ed. s.l.:Pearson |Education
Ltd..
El-Gohary, H., 2010. E-Marketing - A literature Review from a Small Businesses
perspective. International Journal of Business and Social Science, Volume 1.
Gillian, M., 2011. The importance of marketing segmentation. American Journal of Business
Education, 4(6).
Karl, M. & Niketh, P., 2006. Marketing the basics. London and New York: Routledge Taylor
& Francis Group.
Kenton, W., 2022. Investopedia. [Online]
Available at: https://www.investopedia.com/terms/m/mobile-marketing.asp
[Accessed 2022].
Pipeline, C., 2022. Conversion Pipeline. [Online]
Available at: https://conversionpipeline.com/what-is-emarketing/
[Accessed 2022].
Pirie, M. & Worcester, R. M., 1998. The Millenial Generation. London: Adam Smith
Institute.
Pruskus, 2015. V. Politinė rinkodara komunikacijos kontekste: samprata, funkcijos ir. 23(2),
pp. 149 - 158.
Raiz, W., 2011. Marketing Mix, Not Branding. Asian Journal of Business and Management,
1(11), pp. 43 - 52.
Taherdust, H. & Neda, J., 2014. Marketing vs E-Marketing. International Journal of
Academic Research in, Volume 3.

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