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You’re never too young to Rock
OUR MARKETING CHALLENGE IS TO INCREASE NUMBER OF CUSTOMERS
OUR TARGET AUDIENCE
Interview : John King, 2016
†Secondary research, *Fluid survey 2016
96%*Fluid survey 2016
†Secondary research, *Fluid survey 2016
†Secondary research
†Secondary research, *Fluid survey 2016
S W O T
STRENGTH• Talented and passionate teachers
• Original and live music
• Multiple locations in Ottawa
• Interactive and interesting Classes
• Good word of mouth/referral
†Secondary research, *Fluid survey 2016, Stat Canada
WEAKNESS• Low brand recognition
• Not enough marketing strategic
• Repetitive content of classes
• Outdated website design
OPPORTUNITIES• Increase in the use of social media
platforms
• The increasing awareness of early music education
• Increasing salary of women
THREATS• Seasonal changing trends
• Increasing competition • Declining birth rate *
High awareness
Low awareness
Inexpensive
Expensive
PERCEPTUAL MAP
KEY ISSUES• Lack of advertisements
• Outdated websites
• Repetitive content
†Secondary research, *Fluid survey 2016, Stat Canada
CRITICAL SUCCESS FACTORS
MARKETING OBJECTIVEGRADUALLY INCREASE THE NUMBER OF CUSTOMERS IN
OTTAWA REGION FOR MONKEY ROCK MUSIC
MARKETING STRATEGYCREATING BRAND AWARENESS AMONG TARGET
AUDIENCEBUILD STRONG CUSTOMER LOYALTY AND REFERRALSCREATING MORE VALUE BY ADDING MORE COMPETITIVE FEATURES
THE TOOL
THE MONKEY MASCOT
“BABY’S FIRST LETTER”
PUBLIC RELATIONS
CALENDAR OF EVENTSEvent
Sep Oct Nov Dec Jan Feb Mar Apr May Jun July Aug
Advertising:
Flyers
Brochure
Mascot
Direct marketing :
Birthday Letter
Direct emails
Interactive Plan:
YouTube
Sales promotion:
Public Relations:
PR web
Localist
Experiential marketing :
Park event
Personal selling
Commission plan
BUDGET
$11501 - $19999$
MEASUREMENT
CONTINGENCY PLAN
CONCLUSION
THANK YOU