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MARKETING PLAN PORTAL LUX

December 1

2009
Marketing Strategy

We want to become the dominant player in luxury internet marketing offering unequivocal excellence in all aspects of our company by means of our constant technological innovation, market knowledge and our integrity.

MARKETING PLAN

2009

Marketing Strategy

Introduction

"Why do they buy?" is the most enduringquestion in business. And although its frequently studied there is no definitive answer. So we can never get our fill of insights, ideas and tactics. I was particularly struck by the finding that most marketers are not effectively leveraging online assets to their best potential and that often times the online strategies are disconnected from traditional offline strategies. The reality is that thePortal Lux Web presence is unknown to B2B marketers as our visibility into the details of these visitors will typically be limited to the 2-4% who convert in the very beginning, the spin-off will be a risk. Most marketers accept that consumers are not entirely rational in their purchasing behavior, yet many of us still cling to the idea that business buying is completely rational. This couldn’t befurther from the truth. A recent research of Enquiro (Gord Hotchkiss, July 2009) shows that B2B buying is far from rational, and that 99% of buying behavior is about managing risk. As our concept finds enthusiastic applause at every end, we know that if we market this idea properly, we have a serious potential to conquer this market. Agnieszka Kijonka | Marketing & Communications Director | IBDreams - Portal Lux

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PORTAL LUX Ltd. 26 York Street London W1U 6PZ U.K.

MARKETING PLAN

2009

MARKETING PLAN NOVEMBER 2009

1. EXECUTIVE SUMMARY 2. CURRENT SITUATION - MACROENVIRONMENT INTERNET & LUXURY MARKET 3. CURRENT SITUATION - MARKET ANALYSIS 3.1. Market Definition 3.1.1. Luxury Market And The Internet 3.1.2. Luxury Good 3.2. Market Size 3.3. Market Segmentation 3.3.1. TwoConsumer Segments 3.3.1.1. B2B (Advertiser/ Affiliate Partner) 3.3.1.2. Internet User (End-User) 3.3.1.3. Internet User Profile i 3.3.2. Five Key Types of Luxury Consumers 3.4. Business Model 3.5. Competition and Market Share 3.5.1. Competitors' Strengths and Weaknesses 3.5.2. Scope And Nature Of The Industry 3.5.3. Main Competitors 3.5.4. Key Success Factors 3.5.5. Rank of Key Success Factors 3.6.Market Trends 4. CURRENT SITUATION - CONSUMER ANALYSIS 4.1. Nature of the Buying Decision 4.2. Demographics 4.3. Buyer Motivation and Expectations 5. Current Situation - Internal 5.1. Company Resources 5.1.1. Financial 5.1.2. People 5.1.3. Time 5.1.4. Skills

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PORTAL LUX Ltd. 26 York Street London W1U 6PZU.K.

Figure 1, Statistics: eMarketer

MARKETING PLAN
6. OBJECTIVES 6.1.1. Mission Statement 6.1.2. Corporate Objectives 6.1.3. Financial Objective 6.1.4. Marketing Objectives 6.1.5. Long Term Objectives 6.1.6. Description Of The Basic Business Philosophy 7. SUMMARY OF SITUATION ANALYSIS 7.1. External Threats 7.2. External Opportunities 7.3. Internal Strengths 7.4. Internal Weaknesses 7.5.SWOT Analysis 7.6. Critical Success Factors In The Industry 8. MARKETING RESEARCH 8.1. Research Methodology 8.2. Research Results 9. MARKETING STRATEGY - PRODUCT 9.1. Product Mix 9.2. Product Strengths And Weaknesses 9.2.1. Perceptual Mapping 9.3. Brand Name, Brand Image, Brand Equity 10. MARKETING STRATEGY - SEGMENTED MARKETING ACTIONS AND MARKET SHARE OBJECTIVES 10.1. By Product 10.2. ByCustomer Segment 10.3. By Web Site Structure 10.4. By Geographical Market 11. MARKETING STRATEGY - PRICE 11.1. Pricing Objectives 11.2. Pricing Method - Value Based 11.3. Pricing Strategy – Penetration 11.4. Discounts And Allowances 11.5. Price Elasticity And Customer Sensitivity 12. MARKETING STRATEGY - PROMOTION 12.1. Promotional Goals 12.2. Promotional Mix 12.3. Versus the Affiliate Partner 12.3.1....
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