Providing a Market Plan to Sell Durex Condoms (Coursework Sample)

MARKETING
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Executive summary
The spread of STI has been on the rise in the cities and the colleges. Many condom providers such as Durex and Trojan have provided the condom in vain as the condition continue to deteriorate. (Rowe,2011). The entrance of the new product "Detector Condom" will enable the STI to be detected and thus will make the customers more careful. This piece of work will explain how the product will be marketed. Various aspects including the SWOT analysis, the objectives and the strategic plans will be discussed. In addition, the marketing mix, target market including implementation strategies will be discussed intensely.
Strategic Mission: To provide the best Detector Condom at an affordable price and at the best place.
Strategic Vision: Aims to position the Detector Condom in customer minds as the best product in terms of health and pleasure across the globe.
SWOT Analysis
Strengths
* The product is in the industry where there is high demand.
* It is a new concept in the market and therefore on the competitive advantage
* There is high traffic location of customers since they are more concerned of their safety and health.

Weakness
* There is weak customer focus. There is complacency because of the new concept in the product.
* There is a lot of overhead, thus customer value is not offered to the customer value is not offered to the customers.
* The brand image is weak and the business needs to raise it to have more sales.

Opportunities
* There is the presence of technological to explore on
* The competitors are slow to adopt new technologies
* The local government will give more support for this business to expand the business.

Threats
* There is staff competition from condoms such as Durex, Trojan and Skyn

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Strategic Objectives
* To increase the customer focus so as to increase the sales of the condom
* To give the customer value to our clients so as to develop loyalty
* Maintain the customer loyalty which will increase the sales in the long run.
* Increase the brand image by proper positioning and advertisement.
Marketing Strategy Plan
Marketing plan is vital because it will not only assist the product to be positioned effectively in the minds of the customers but also help to meet the strategic objectives. (Godin, 2010). This can be done by the application of the following strategies.
* The brand image will be increased when the business offers the best product in the market. Ordinarily the product that is positioned to be the best in the market will attract more brand image.
* Market segmentation will ensure that all the markets of the clients are reached. This will intern ensure that the customers are focused upon. In addition there would be the presence of feedback in the social media to ensure that the customers are retained and satisfied with the products. (Rowe,2011).
* The customers will be provided with quality products at the best prices and services so as to ensure that the customers receive the value for the money. (Phillip,2006
* The provision of diversified Detector condoms will ensure that the customer fined what to purchase within their budgets and this will make the customers to be loyal to the product.
* Target market
The business will target the majors in the US. The business will target the major cities such as New York and all the universities within the states because there is a niche in these areas. According to the recent research, sex has become rampered in the cities and the universities and colleges. The rate of STD infection is also high in these areas and therefore this is a reliable market for the Detector condom. The product will also have an online platform showing various stores across the globe.
* Marketing mix (4Ps)
* New product. My product is the Detector Condom. This product is able to detect STI in a person by changing color when the person is infected with an STI.This Unique Selling Proposition of the condom will make the customer to be more careful and thus will prevent the user from contracting the STI.Unlike the other Condoms, there is production but it becomes difficult for one to know whether the person is infected or not. The desire for safety will make many clients to like the product. (Perez,2014)
* Place or Distribution. The Condoms will be sold at the major cities and the universities which the spread of STI is rampared.However, the other customers can also access it by online purchases. There will be motorcycles and vehicles to ferry and distribute large purchase within the US. This will be done by signing a contract with the cargo carriers. This will raise the customer loyalty in the long run.
* Promotion. The business will do HIV awarenes...