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“Do you like your washing quality?”

Marketing Plan
Case Study
Dashiel Arronte 64690
Marina Galceran 64790
Angelica Romo 64796
HZ University of Applied Sciences
Teacher: P.R. van Dijk
Course: CU04349 IBMS Int. Marketing Planning
College year: 2012- 2013

INDEX
INTRODUCTION 3
MACROENVIRONMENTAL ANALYSIS: 3
1. Demographic: 3
2. Social andCultural Forces: 3
3. Technology. 3
MICROENVIRONMENTAL ANALYSIS. 4
1. Market 4
2. Competitors 4
3. Intermediaries 4
SWOT ANALYSIS 5
CONCLUSION: 5
OBJECTIVES AND STRATEGIC OPTIONS: 6
OBJECTIVE: 6
STRATEGIC OPTIONS 6
 Qualitative Strategies 6
 Internet 6
 Quantitative Strategies 6
STP ANALYSIS 7
SEGMENTATION: 7
TARGETING 7
POSITIONING 7
MARKETING MIX 8
1. PRODUCT 8
PRODUCTFEATURES: 8
2. PRICE 9
PRICE OBJECTIVES 9
PRICING STRATEGY 9
PRICING METHOD: 10
3. PLACE 10
DISTRIBUTION CHANNELS: 10
4. PROMOTION 11
FINANCIAL PROGRAM 11
1. Sales Budget 11
2. Budget Estimation 12
3. Marketing Budget 12
ANNEX 1 13
ANNEX 2 14

INTRODUCTION

In this world of constant changes and demands given by the market, employers need to project the brand image at theservice of the community and changes for the total customer satisfaction.

For this reason, we present the following Marketing Plan for "Dyson" in which we have captured all our knowledge having as a basic objective the positioning of the new product "CR02" in the minds of consumers and capture, through a combination of advertising and promotions strategy, has attracted those potentially consumersattracted by innovative products and wishing to improve their quality of life. Also, the Business Plan has the aim to identify the true segment to which the product shall endeavor, through a positioning strategy segment "Niches" with appropriate design variables of Marketing (Product, Price, Promotion and Place) to achieve the overall objectives of the company (corporate philosophy) and thatproperly raised in this Business Plan.

Finally, we developed a budget of planned activities knowing the difficulties of obtaining monetary liquidity and in addition, all projected to an annual period.
MACROENVIRONMENTAL ANALYSIS:
1. Demographic:

Most of the population in The Netherlands by the year of 2011 consisted of people who were single, being this 46.46% of the total population in thecountry, followed by 41.47% that represents married people.
According to the statistics shown by “CBS Statline” Is possible to see that the majority of the Dutch population is between 40 and 65 years old, the second predominant age segment in The Netherlands would be those aged between 20 and 40.
This information could be useful in the future in this analysis for the selection of the target group bythe age range that we have reached. In the entire household types its possible to conclude that the main supporter of it has an age that is within 45 to 65 years old.
2. Social and Cultural Forces:

Consumer behavior reflects a strong awareness of the environment. Today customers are looking for acting ethically, that’s why the company provides and efficient product that is also adapted to theconservation of the world around us. Is worth noting that our washing machine has the “triple A” certificate.
This new market where we want to introduce our product, already has a lifestyle which is typical of a country in northern Europe, where the weather is clearly not pleasant due to the heavy rains that are causing a high use of machines in order to keep in a good state the clothes.
Also,we should mention that the home might cause an inconvenience, because of the size and the distribution of the typical houses in The Netherlands; they are used to be really smalls. It is necessary to introduce a manageable product with discrete dimensions so it can be settled in any corner and thus facilitate the purchase choice of the families.
Our product is innovative and appropriate for the...