Attached are the assignment requirements, sample paper provided by professor, templates for formatting & Professor feedback on Part A
mkt_500_assign_2_requirements.docx
assignment_2_sample_paper_amans_spring_2020.docx
mkt500_template_part_b_assignment_2_and_apa_notes__2_.docx
mkt500_template_part_b_assignment_2_sws_format__1_.docx
feed_back_for_marketing_plan_part_a.docx
Unformatted Attachment Preview
Assignment 2: Part B: Your Marketing Plan
Due Week 6 and worth 240 points
Using the same hypothetical company from Assignment 1, for this assignment, you will focus on the company’s branding
strategy, primary and secondary target markets, positioning statement, and consumer behavior.
Note: You should create and/or make all the necessary assumptions needed for the completion of this assignment.
Instructions
Create the second part of your marketing plan:
1. Describe or list the feedback you received on Part A of your marketing plan. Explain how you will use the feedback to
improve your plan.
2. Develop a branding strategy for your product/service that covers the brand name, logo, slogan, and at least one brand
extension.
3. Thoroughly analyze the primary and secondary markets that you want to target. Thoroughly include the demographic
profile (e.g., age, gender, ethnicity, etc.), psychographic profile, professional profile, geographic profile, and any other
segmentation variable you deem necessary.
4. Prepare a positioning statement. Include a perceptual map that shows your company’s position against its competitors.
From this map, create a statement that depicts your position.
5. Examine the relevant consumer behavior for your target market. Explain the main reasons why the brand name, logo,
slogan, brand extension, as well as the positioning statement are right for the identified target market.
6. Use at least three academic resources as quantitative marketing research to determine the feasibility of your
product/service. These resources should be industry-specific and relate to your chosen product/service.
Note: Wikipedia and other similar Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
•
•
Be typed, double-spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and
references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and
the date. The cover page and the reference page are not included in the required assignment page length of 8 – 12 pages.
The specific course learning outcomes associated with this assignment are:
1. Analyze marketing environments and strategies used to strengthen product or service positioning.
(c.) Examine the marketing science of customer behavior and products in the marketing exchange process.
2. Evaluate the marketing strategies used to create/communicate customer value.
a. Analyze the marketing framework through a situation analysis.
b. Evaluate target customer segments and positioning products within these segments.
c. Evaluate the basis for market segmentation and approaches to segmentation.
3. Create an effective marketing plan.
a. Develop recommendations based on market analysis and strategy.
b. Develop strategies to assess performance and achieve marketing goals.
c. Develop dynamic strategies for competing.
d. Develop branding strategies for existing and new products or services.
Grading for this assignment will be based on answer quality, logic/organization of the paper, and language and writing
skills, using the following rubric found here.
Running head: PART B: THE LAUNDRY MOBILE
Part B: The Laundry Mobile
MKT500 Marketing Management
Strayer University
Dr. Lisa Amans
August 10, 2019
1
PART B: MARKETING PLAN
2
Introduction
I received the feedback that I had a well-thought out Marketing Plan for my business, The
Laundry Mobile. This feedback was viable into transitioning into the next several assignments.
Professor Zhang gave me feedback that my introduction to my hypothetical company was clearly
stated from my products/ services offered to the physical location being clearly defines. This puts
The Laundry Mobile company in a great place to begin strategizing. I will utilize the feedback
from the mission statement to build upon to make this company a success. Being that I did not
get any negative feedback from Assignment part A, it makes part B of the assignment easier to
transition through although they are separate assignments. Being that my feedback was more
about what I did well, I will continue on this path of closely following the rubric so I can
continue on this path throughout these future assignments.
The Laundry Mobile is a new company coming to the Greater Atlanta area in which will
provide a premium laundry service to stay at home parents, working class citizens in which are
too busy to do their laundry on their own. This laundry company is a company that is sensitive to
the needs of our customers, ensuring that we right-size the services to fit the individual need of
each client. The Laundry Mobile dispatches our launderer representatives out to our customer’s
home in our mobile unit to pick up your laundry from your door front and return to the mobile
unit to wash, dry, fold, starch your laundry. We never even leave your premises with your
precious belongings; we simply complete your laundry in our mobile unit and upon completion
we return them to your front door and give you your invoice for the services rendered. Our
employees treat each client with the utmost respect and are well-trained in providing a premium
client experience to the customer because exceptional service is key. With our headquarters
located in Midtown Atlanta, GA we provide services to our clients 7 days a week, 14 hours a
PART B: MARKETING PLAN
3
day. Being a white-glove service, you have to ensure that all of our client’s needs are met, and
that our employees are available upon request of the customer to exceed their wants and needs.
Cutting down the time it takes out of our client’s day with getting their laundry chore done based
on a weekly, biweekly, semi-monthly, and monthly basis, makes our business top of the line and
appealing to our clients. Being that the greater Atlanta area is heavily populated with middleclass citizens, this service will be more demanded because Atlanta is a very busy place and
families are constantly on the go. The branding strategy will focus on how we care for the clients
both Primary and Secondary target market laundry needs with their family and individual wants
in mind. While highlighting The Laundry Mobile’s positioning statement.
Branding Strategy
The Laundry Mobile’s promise to our clientele is that we will provide them with the
white-glove premium laundry service that will keep them loyal to the brand for a lifetime. We
are an ever-changing laundry service that is stay up to date with the latest products to crush the
competition while keeping in mind each client individual need. Our main focus is and continues
to be on the stay-at-home parent and the families that are constantly on the go. Exceeding the
needs and expectations of a helping hand in getting the chore of laundry completed. Staying
committed to the customer and providing them with the exceptional customer service, will keep
The Laundry Mobile thriving and growing to greater depths.
Brand Name
“The Laundry Mobile” will create a brand in which is unique, yet memorable to our
target audience. When the name of The Laundry Mobile was created, it was designed to ensure
that people who hates doing laundry, or just do not have enough hours in a day can have a
helping hand to do it for them. Being mobile is an added bonus, because you do not have to
PART B: MARKETING PLAN
4
separate your laundry and take it to a facility. All a client has to do to receive The Laundry
Mobile’s services is make a phone call, register on the website, send a text message, or send an
email and we will take care of the rest. The Laundry Mobile emphasizes mobility because our
company has a headquarters, but we bring our services to the customer.
Logo
The logo of The Laundry Mobile will consist of washer with suds on wheels with white
glove hands above it. This will emphasize to the customer that we are mobile and comes to you
at your convenience. This will draw the attention of both the stay at home parents and those
families constantly on the go that live a consistently, fast-paced lifestyle. This will stand out
from the competition because our customer is the number 1 priority and offering this premium,
white glove experience stands out among the rest of Laundry services. Everyone that does
laundry has seen a washer before, but to see it on wheels with fresh suds and white glove hands
above it will appeal to the pureness, and extra care taken with your personal belongings. This
will appeal to the logical connection between imagery and services (Jiang, Gorn, Galli, &
Chattopadhyay, 2016).
PART B: MARKETING PLAN
5
Figure 1. “The Laundry Mobile” logo will be used on all of our Business Cards, Contracts, and
all forms of company Marketing mechanisms (Freelogodesign.org, 2019).
Slogan
The Laundry Mobile’s slogan is centered around providing the client with premium
laundry services that are brought to the client. This company individualizes the experience for
each customer because at The Laundry Mobile, we know that each customer lives a different
lifestyle and requires different levels of service to meet their laundry needs. This is why our
slogan puts emphasis on lending a helping hand to our client; “Taking the bore out of your chore,
and redefining task with premium class”.
Brand Extension
The Laundry Mobile’s brand extension offers premium on-call laundry service to our
clients in which the client can schedule same-day laundry services between 6am-11:30pm in
which one our laundry mobiles are dispatched out to the client’s home and we complete their
laundry for them. We have 24/7 customer service in which you can contact to request services, or
even ask questions in regard to the services offered and future offerings. Being available for our
clients around the clock builds trust and partnership between consumer and provider. Thus,
creating promising customer loyalty and increases clientele because of the extensive services that
we provide to our customers. This will help to continuously grow our client base and exceed our
goals and benchmarks within our company.
Primary and Secondary Target Markets
Stay-at-home moms between ages 28-40 with families in the upper-class financial status
are our primary target. The reason that this group is our primary target market is because being a
stay-at-home mom is a full-time job in itself. Having to cook, clean, run errands, and take care of
PART B: MARKETING PLAN
6
a family of 4 is a hard task to successfully accomplish on a daily basis without missing at least
one item on the long list of tasks to complete daily. This group is excited to take a chance at a
new service in which will assist them in taking some of the workload off of their daily task. This
target market can afford this service because they have a spouse in which is typically a Doctor,
Lawyer, Scientist, or a Business Executive which earns an income of $100,000+ per year to
supply all of the needs of a family.
The secondary target market is working families between ages 35-60 whom work 40+
hours a week and are constantly on the go, but still need their laundry chore completed. These
families are also live in the Greater Atlanta area and are a part of the middle-class financial
status, whom have at least 2 children. They live in a suburban community and have an education
of at least Bachelors or greater, and have an income of $50,000-$100,000 (Kotler & Keller,
2016).Having the secondary target market be of a larger scale allows The Laundry Mobile to
offer more services with options that do not require a set laundry schedule like a typical
company. The secondary target market will help to build the brand even more because of the
lifestyle that they live and need someone to handle their laundry needs for them on a regular
basis. Also, our secondary target market will have gotten word of mouth reviews from our
primary target market, so they are aware of how The Laundry Mobile operates.
Positioning Statement
The Laundry Mobile is a new full-service white-glove mobile laundry service coming to
the Greater Atlanta, GA area. Our company will be offering multiple tiers of service levels to fit
our customers laundry needs for stay-at-home moms and working-class families. The uniqueness
of The Laundry Mobile is that we are client driven to offer an individualized experience to each
customer. We offer a 200% service guarantee and if the client is dissatisfied with the product, we
PART B: MARKETING PLAN
7
refund double the amount that they paid for the services rendered to them. We beat out the
competition because we come to the customer and do the laundry in our mobile unit and return
the finished product back to the client the same day. We also, offer the very first load free so you
can ensure that this is a service that the customer would actually like to get without a required
commitment. The competition in which The Laundry Mobile outperforms is Zappy Laundry and
the Press Box laundry companies. The reason that we outperform them is because these two fullservice laundry companies can pick up your laundry, but you will not get it completed and
returned the same day. Also, Zappy Laundry charges you by the pound for regular shirts and
undergarments. Then they charge you by the piece for button up shirts and dry-cleaning items.
They also require a minimum purchase of at least $25.00 to pick up your laundry from your
home (Springboard, 2018). tart with an introduction sentence or two. PressBox only picks up
laundry based on a schedule twice a week and only services certain neighborhoods in the North
Atlanta area (Moore & Loles, n.d.). These two competitors offer great services, but do not cater
to the individual needs of each customer. If you do not spend a certain amount, they will not pick
up nor deliver your laundry to you. You would have to go an take your laundry to these facilities
for them to even consider doing your laundry, and then you have to wait over 24 hours to have it
completed.
PART B: MARKETING PLAN
The Laundry Mobile
8
Service Plans for
Laundry
Charges by the pound
for Laundry
Figure 2. Perceptual map representing “The Laundry Mobile” in relation to competitors Zappy
Laundry, PressBox, and Laundromats.
“For customers who are tired of having to juggle family time to complete laundry and
would like to have someone complete this time-consuming chore for you; The Laundry Mobile
has the ultimate solution to fit your families individual need. From simple undergarments to full
linens, give The Laundry Mobile a chance to exceed your expectations and take care of all of
your laundry needs”.
Consumer Behavior of Target Market
The consumer behavior of The Laundry Mobiles target market, stay-at-home moms
between ages 28-40 that are married with at least 2 children. Utilizing the position statement,
moto/slogan, and logo to show how we individualize the services to fit each family need. While
staying up to date with the most innovative processes and environment friendly products. This is
something that none of our competitors could even begin to compete with. The Laundry
Mobile’s brand extension provides a full-service, white-glove experience that allows the client to
tell us how they would like their laundry done and on what schedule they would like to utilize
the services. This allows the customer to feel included in the process and to have a positive
PART B: MARKETING PLAN
9
experience and become loyal to the brand. This, bringing in more clients by sharing their
experience with other potential customers. Being that my target market is a prominent upperclass clientele between 28-49 years of age, they are more decisive on their needs and will not
accept anything less than exceptional customer service and a premium product (Kotler & Keller,
2016). Consumer behavior changes based upon the age and maturity of the targeted market, and
there are many studies that prove this (White, Habib, & Hardisty, 2019).
Conclusion
The Laundry Mobile’s marketing plan continues its focus on the client and providing that
premium white-glove experience to stay-at-home moms and working-class citizens. The
branding and strategy are sure to appeal to the primary and secondary target markets. The logo
and position statements just puts emphasis and seals the deal on what The Laundry Mobile is
guaranteeing to its customers that they will provide to them as a company. The brand extension
solidifies the moto and mission that The Laundry Mobile is committed to providing to their
customers.
PART B: MARKETING PLAN
10
References
Freelogodesign.org. (2019). Free Logo Design. Retrieved from
https://preview.freelogodesign.org/?lang=en&autodownload=true&logo=56e89e45-11444d1e-b6f7-3f1a37c3356d
Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016, Feb 1). Does Your Company Have
the Right Logo? How and Why Circular-and Angular-Logo Shapes Influence Brand
Attribute Judgements. Retrieved from Journal of Consumer Research:
https://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?vid=0&sid=d7b4fa71-f143-42058980-31e3a0984325%40pdc-v-sessmgr06
Kotler, P., & Keller, K. L. (2016). A Framework For Marketing Management (6 ed.). Pearson.
Moore, S. W., & Loles, D. (n.d.). PressBox. Retrieved from
http://www.pressboxatlanta.com/pricing-services
Springboard. (2018). Zappy Laundry.
Retrieved from https://www.zappylaundry.com/pricing/
White, K., Habib, R., & Hardisty, D. J. (2019). Journal of Marketing. Retrieved from How to
SHIFT Consumer Behaviors to be more Sustainable: A Literature Review and Guiding
Framework: https://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?vid=1&sid=1415baa5ac8e-49f1-99f0-194d0d650979%40pdc-v-sessmgr02
Running head: PART B: MARKETING PLAN YOUR COMPANY NAME
Part B: ABC Marketing Plan (Change to your name of business here)
Your Name
MKT500 Marketing Management
Strayer University
Dr. Lisa Amans
Date submitted
1
PART B: MARKETING PLAN
2
Introduction (note this is not bold)
Describe or list the feedback you received on Part A of your marketing plan. Do not just
list the feedback. Explain how you will use the feedback to improve your plan.
Next, re-introduce your company you shared in Part A.
Lastly, review what you will share; branding strategy, primary and secondary target
markets, positioning statement, and consumer behavior.
Branding Strategy
Write an introduction here (minimum of three sentences). Develop a branding strategy
for your product that covers the brand name, logo, slogan, and at least one (1) brand extension.
For each of these sections below, provide rationale. Each section should be a minimum of
three sentences.
Brand Name
Text starts here, provide rationale (minimum of three sentences).
Logo
Text starts here (do not start with an image of your logo, describe first); provide rationale
(minimum of three sentences). Relay what the logo means, example Nike’s swoosh logo. If you
use an image of a logo, make sure you use APA formatting (labeled Figure 1 include description
per APA). Example below:
PART B: MARKETING PLAN
3
Figure 1. Your company name logo and short descrption.
Slogan
Text starts here, (do not start with your slogan, describe first); provide rationale
(minimum of three sentences).
Brand Extension
Text starts here, provide rationale (minimum of three sentences).
Primary and Secondary Target Markets
Determine the primary and secondary target markets for your company. Thoroughly
include the demographic profile (e.g., age, gender, ethnicity, etc.), psychographic profile,
professional profile, geographic profile, and any other segmentation variable you deem
necessary. Considerations for your target markets should be age, lifestyle values, attitudes, wants
and needs, gender, number of kids, education income, stage in the household lifecycle,
geographic location (urban v …
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