Marketing Services Ltd.

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Recommended: Internatinal marketing chapter 5 promotion strategy

Marketing Services Ltd.

Marketing Services Ltd is currently planning a product launch for the

‘Umbrella Company Ltd.’ In a short period of time ‘Umbrella Company

Ltd’ shall be importing ‘Regenerate’ – A face wash for men for the

first time in Malta.

‘Umbrella Company Ltd.’ are the sole importers of ‘Regenerate’

As Marketing Services Ltd. we were asked to form part of the team who

will prepare, the product launch of ‘Regenerate’ a face wash for men.

Section 1: Promoting two products to two different market segments

The Consumer Market

The ‘Regenerate’ For Men target audience are; the individuals and

households, further detail is given below.

Individuals

Family Life Cycle: Young and Single

Age: 15 – 25 years old

Gender Male

Income: Lm 480 +

Occupation: Students

Education: Secondary students

Post secondary students

University students and

First jobbers

Social Class: Working class +

Life style: Actualisers

Achievers

Strivers

Personality: Gregarious

Compulsive

Ambitious

Benefits: Seeking a quality product

User Status: First-time user

Usage rate: Heavy user

Readiness Stage: Ready to buy

Interested

Loyalty status: Strong

Attitude toward product: Enthusiastic

Motive: To have a fresh and young look and to get rid of any unwanted

acne.

Households – Young Married Couples

Family Size Cycle: Young, Married with children

Young, Married without children

Age: 26 – 35

Income: LM 3,000 +

Occupation: Professional & technical

Managers

Officials

...

... middle of paper ...

...her our suppliers are distributing the product on

time

Bibliography

Books used:

· Armstrong Gary & Kotler Phillip, 2003, Marketing An Introduction 6th

Edition, Prentice Hall, New Jersey

* Cohen Willam A., 1995, The Marketing Plan, John Wiley & Sons,

Canada

* Stokes David, 1997, Marketing 3rd Edition, Continuum, London

* Yeshin Tony, 2001, Integrated Marketing Communications,

Butterworth-Henemann, Oxford

Website used:

* www.nso.gov.mt

* http://www.naturallyman.com/keying/keying2.asp

* http://www.insureconsultants.com/my_web_page/mkt604_creating_a_marketing_plan.htm

* http://www.biothermhomme.com/_ww/_en/men/catalog/ExperienceProduct_VarList.aspx?productcode=056873

* http://www.entrepreneur.com/article/0,4621,291716,00.html

Word Count: 4, 400 words

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