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The marketing plan aims to enhance the company's appeal by integrating its environmental values into its adventure travel offerings, targeting urban professionals aged 20-30. Key objectives include increasing overall sales by 10% and implementing a multi-tiered marketing campaign that includes website updates, print and on-air advertising, and street team initiatives. Success will be measured by sales analysis in Q1 2016 to assess the campaign's effectiveness and adjust strategies as needed.

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5 views4 pages

Annotated Document

The marketing plan aims to enhance the company's appeal by integrating its environmental values into its adventure travel offerings, targeting urban professionals aged 20-30. Key objectives include increasing overall sales by 10% and implementing a multi-tiered marketing campaign that includes website updates, print and on-air advertising, and street team initiatives. Success will be measured by sales analysis in Q1 2016 to assess the campaign's effectiveness and adjust strategies as needed.

Uploaded by

Jay
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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MARKET SUMMARY & PLAN

Industry Marketing Vision


Executive Summary
Our new marketing plan, outlined in this document, focuses on renewing
both our relevance and appeal to our key targets through the integration of
our environmental story. We are responding directly to our customers
needs in this initiative—they have noted in both our company-conducted
and independent research that our organization’s green values are sjhavhsja
becoming increasingly relevant to their purchase decisions.

In the crowded travel marketplace, we can differentiate our company


through the quality and sustainability of our adventure options and the
responsible manner in which our trips are created and brought to market.
Our marketing challenge is to present our adventure travel story to new
and existing customers in an efficient and targeted campaign that raises
our ROI through increased sales.

Our Vision
The company vision is to produce the highest quality travel experience
available in ways that won’t harm the Earth. Since our start in 2006, we
have led the way for our industry in our agreements with engineers,
stringent standards for our raw materials, and our corporate policies on
recycling and conservation. We’ve now applied the very same green
philosophy to our Southern California Facility & Headquarters. This
serves as a tangible example of the organization’s environmental
commitment and demonstrates the value of green building to its
customers, shareholders and business leaders worldwide.

We want our customers to feel good about where they travel. We’ve
worked to minimize the downside of our consumer culture: emissions,
environmentally irresponsible business practices, and lower quality
experiences in the market. Our company ethics are to do good for the
people travelling with us.

345 Travel Avenue, San Jose, California 95110 T: 555.555.6000 F: 555.555.6001


Target Market
Our company’s target market is the hip, urban professional, 20s to 30s,
worldwide. They work hard and play hard, and like to contrast their working
life with challenging outdoor travel adventures. They are environmentally
aware and interested in making a difference. They have sophisticated tastes
and humor, but are not frivolous in their lifestyles or purchases.

Competitive Analysis
Our company’s market share in the travel industry has been steadily
increasing since the introduction of our company in 2011, and currently
hovers around approximately 15% of US sales, 10% of European sales, and
7% of Asian sales. We do believe, however, that increased marketing efforts
are needed to maintain this growth, due to ever-increasing competition from
other travel brands.

Market Share: US Market Share: Europe

10%

15% Our Company Our Company

Combined Combined
85% 90%
Competitors Competitors

Market Share: Asia

7%

Our Company

Combined
93% Competitors

345 Travel Avenue, San Jose, California 95110 T: 555.555.6000 F: 555.555.6001


Marketing Objectives
1. Increase overall sales by 10%, and domestic US sales by 20%.
2. Increase gross margin to 25% or more.
3. Increase company sales by 25%.

Tactical Plans
Marketing efforts will include updates to our website, a new advertising
campaign focusing on our story, and in-person coupons distributed by the
company’s street team in 6 international cities.

Marketing Effort 1: Company Website Updates


The company will re-launch its website with a completely new design in Q2
of 2016. The Web Team will collect data and updates from the B/U’s, plant
engineers and marketing department for semi-monthly updates to the site.
Updates will include info on events.

Marketing Effort 2: Advertising


The company will launch a multi-tiered marketing campaign messaging our
green initiatives in Q2 of 2016. Print advertising in appropriate publications
worldwide will be supplemented by a domestic on-air advertising campaign
and strategically placed banner ads on lifestyle blogs and web sites. The
campaigns will consist of the following:

• PRINT ADVERTISING
Series of 5 full-spread ads focusing on travel and outdoor adventure.

• ON-AIR ADVERTISING
Single 45 second company commercial, featuring Thomas Booker
speaking candidly about the importance of adventure.

• INTERNET BANNER ADS


Series of 10 banner ads, focusing on new adventures and travel. Ads will
have a click-through to a coupon good for a discounted trip (amount of
discount TBD).

345 Travel Avenue, San Jose, California 95110 T: 555.555.6000 F: 555.555.6001


Marketing Effort 3: Company Street Team
We are in the process of hiring “street teams” of 10-12 people in Los
Angeles, New York, London, Berlin, Hong Kong, and Tokyo. These teams
will scout locations frequented by our target market consumers in those
cities, and distribute branded gear to potential consumers. The Street Team
will be active for approximately 2 weeks in Q2 of 2015.

Advertising Budget (by Geo)


Our company has a very aggressive print and broadcast schedule slated for
2015. Based on the company’s past advertising models, and our current
position in the travel industry, we will raise advertising spending 18%, with
expectations of raising total quarterly sales over $285,000. Using this
marketing plan we can realistically plan to achieve an 11% profit margin by
year’s end.

Keys to Success
Our main key to success in these effort will be to sincerely present the
benefits of outdoor adventure travel to our customers. We need to make sure
that our story is compelling enough to be repeated, allowing word of mouth
from our current consumers to bring in new ones. We must convince the
public that our organization is a driving force for positive change; and by
purchasing through our company, the consumer is joining a movement
towards a more responsible marketplace.

Measuring Results
By Q1 of 2016, the company should conduct a thorough analysis of sales to
determine the effectiveness of our marketing campaign by Geo. A revised
initiative should be determined at that time to further increase sales in any
markets experiencing steady or declined sales.

345 Travel Avenue, San Jose, California 95110 T: 555.555.6000 F: 555.555.6001

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