MID TERM MARKETING MANAGEMENT

111710290_TIARA SOFIYANTI

The result of our strategic decision making of Blue Detergent is market share we have
is in this table:
2019 2020 2021 2022

Units to 32.0M 45.0M 30.0M 50.0M

Produce (units)

Channel $6.00 $5.50 $6.50 $7.00

Price (per 100 loads)

Formulation Liquid Liquid Liquid Liquid

Product Odor Odor Odor Odor

Features and elimination elimination elimination elimination
Positioning

Trade Channel
Spend

Convenience $6.3M $5.3M $6.9M $5.4M

Club $6.3M $5.3M $6.9M $5.4M

Grocery $6.3M $5.3M $6.9M $5.4M

Mass $6.3M $5.3M $6.9M $5.4M

Total Trade $25.1M $21.4 $27.6 $21.7M

Channel Spend M M

Media Spend

Print $1.9M $1.6M $2.1M $1.6M

TV $4.4M $3.7M $4.8M $3.8M

Radio $0.0M $0.0M $0.0M $0.0M

Digital Ads $6.3M $5.3M $6.9M $5.5M

 Total Media $12.5M $10.7 $13.8 $10.9M
Spend M M

Target Market
Segment

Income - Under Under Under

$20,000 - $39,999 $20,000 $20,000 $20,000
- $20,000 - $20,000 - $20,000 -
$39,999 $39,999 $39,999
- $40,000 - -
$59,999

Ethnicity Asian - - -
Black - - -
Hispanic - - -
White - - -
Other - - -

Household Size 1 - - -
2 - - -
3 - - -
4 - - -
5+ - - -

Region Southeast - - -

Age Under 35 Under Under Under

35 - 44 35 35 35
45 - 54 35 - 44 35 - 44 35 - 44
55 and Over - - -
- - -

Strategic Plan The The The The

Executive Summary product to be product to be product to be product to be
produced in 2019 produced in produced in produced in
is a liquid 2020 is a 2021 is a 2022 is a liquid
deodorizing liquid liquid liquid deodorizing
detergent with an deodorizing deodorizing liquid detergent
estimated liquid liquid with an
production of 32 detergent with detergent with estimated
million units for an estimated an estimated production of 50
$6 per 100 loads. production of production of million units for
Our target market 45 million 30 million $7.00 per 100
is all household units for $5.50 units for $6.50 loads. Our
sizes. per 100 loads. per 100 loads. target market is
Our target Our target no household
market is no market is no focus.
household household
focus. focus.