Marketing Plan

Positioning

Blue is a detergent that contains Sodium percarbonate, natural ingredient unique on the market for the removal of up to tough stains. It has a fresh scent that takes us back to nature. It also prevents the colors are desmerezcan washed after washed, making the experience a unique and durable for your clothes. Its position is based on its slogan "The power of Blue", used in the media especially on digital, in its marketing campaign. " Their packaging as well as its ingredients are composed of eco-friendly materials that help to safeguard our environment. In addition to being lightweight, easy to carry and store packaging and above all economical, perfect for the market that is Blue.

KW made a "Canvas technique" of their model of business in order to add value to their ideas and present your product in an organized way, while promoting it develops:

Strategy and objectives

General strategy

               Grow by 7% per year over a period of four (4) years through increase in the sale of the product and image change jobs. On the other hand, is their interest retain existing customers and attract new. After having evaluated the market analysis, SWOT analysis, w poses the following strategy:

• Add new places of sale of the product at strategic points reaching more customers.

• Add a new product design, renewing the image.

• Therefore, it will be distributing product samples at fairs, conventions, moles, festivities and activities nonprofit in newspapers, hotels and guest house, focused on social classes middle and low to maintain and enter new markets.

• Through advertising exchanges, will be the logo in different media, social networks and programs.

• There will be a call center for information in general and service to the client in order to keep customers informed and answer or channel any doubt or question

  Specific objectives

After implementing different strategies, identified analyzed competitive intelligence systems, w formulated the following objectives:

1. to be the leading brand in the market of detergent for washing clothes. Create new navies with the community maintaining quality standards.

2. produce an annual yield of 7% on investment.

3 impact new customers with an intense promotion in low-income sectors.

4. create and promote ecological awareness and the proper use of natural resources in our customers.

5. implement new technological tools for the analysis of data-based decision making and improve the quality of the product.

6. increase the Blue detergent sales in different distribution channels.

Strategies of Marketing programs

Product

Blue in white container detergent, which highlights its logo blue, distinctive and refreshing, which lives up to its name. The company's goal is to cover and meet the different needs of people. This is why that Blue detergent has the following characteristics:

       Diversity of odors as: Lavender, mountain, tropical fruits and fresh air breeze.

       It keeps the colors vibrant and radiant white.

       The Blue "power" eliminates up to tough stains. "

       Convenient packaging, user-friendly 45.4 oz.

       It can be used on any machine wash, even the High Efficiency.

       Non-abrasive natural ingredients.

Eco friendly packaging.

Price

Blue detergent prices are competitive and accessible which helps the consumer and gives you a competitive advantage over the competition.

• The introductory price starts at $4.99.

• Free samples at different points of sale will be routed to the public

You can see "The power of Blue".

• Sweepstakes and demonstrations will be held at various points of sale.

• They will be including shopper’s discount coupons, books of coupons and the packaging of the product.

• After your introductory promotion, Blue will be priced at $5.99, what continues to be

an attribute for the product in terms of its competence. 

Promotion

The strategy of positioning and value creation are focused on the renewal of image detergent Blue, emphasizing a more modern and appealing aspect, its quality, performance, efficacy against dirt and stains, care of clothing and aroma that lingers at a low price. We want to emphasize that it is a product with extensive experience in the market, renewed, improved, reliable, eco-friendly packaging and biodegradable ingredients that reduce damage to the environment. Generating in this way remembrance and the necessity of purchasing this product among consumers over the competing products.

The promotion of the Blue detergent will be carried out through the following means: printed:

 Printed

• Large, eye-catching posters in supermarkets, small markets, shopping malls and public places with a large influx of public, announcing the renewal of the Blue detergent, its characteristics, benefits with respect to competition, price and presentations.

• Daily advertising in the different newspapers of the country, increasing the size of advertising in the weekend publications. Including discount coupons for in-store and online purchases.

• Advertising in national reviews including discount coupons for supermarkets and the internet.

TV

• Agreement with television programs and series to advertise the product through these during live broadcast or recordings.

• Continuous realization of different television commercials that are transmitted during the day, emphasizing in the hours of greater hearing of the day.

Digital Ads

• Development and positioning of the Blue Detergent website where all information about the product, presentations, prices, points of sale, direct sales on the website, events, permanent competitions, discount coupons, newsletters, Cleaning tips, new news and releases, etc. A page where you keep up to date, provide information of interest and help with laundry and home care.

• Formalization and dissemination of the Facebook page of the detergent, providing all the information found on the website.

• Creation and dissemination of an account at Tweeter keeping consumers informed of new news, contests, discount coupons, events, launches, etc.

• Elaboration and publication of billboards in strategic points of the country, during a certain time, rotating its location to reach more and more places of the country.

• Sending e-mails to people registered through the website to the newsletters, informing about new launches, events, contests, discount coupons and thus loyalty to customers by maintaining a much more direct communication with them and rewarding their trust Delivered to the product

Radio

• Commerrcial advertising throughout the day, increasing its frequency in the prime time, morning and night.

• Attend radio programs as guests to publicize the product, discuss its advantages, give all the information about the detergent Blue and respond to the concerns of the listeners to clarify their doubts.

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Events

• Participation in mass events and exhibitions to publicize the product at national and international level, generate brand recognition, compression of the benefits and profits of the product, generate the need to buy, create positive perceptions about the quality and characteristics of the product And the company as such to increase the quantity and frequency of consumption of the detergent Blue.

• To locate in different points of sale of the country with greater influx of pubic an advertising booth of the mark with a sales representative trained to supply all the information on the product and to answer inquietudes. There will be free samples of the detergent to make it known and thus enable people to really know and experience the quality and effectiveness of the product

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Distribution Point

• The distribution strategy of the detergent Blue is intensive as it seeks to put the product in as many sales outlets as possible in order to guarantee maximum distribution coverage and obtain large quantity of sales. This strategy is appropriate for Blue detergent as it is a staple product. It also has the advantage of maximizing the availability of Blue detergent and increasing the purchase of this product as a result of the high exposure of the brand. Therefore, this distribution strategy includes solid commercial alliances with the different supermarkets of large supermarkets and chain stores of the country in order to massively market Blue detergent.

• The distribution process for Blue detergent basically consists of the following: the company Kelsey-White manufactures and packages the product, then delivers it to the big distributors to be taken to drugstores, mini-market, supermarkets, etc. There the product is displayed and put into the hands of the final consumers.

• Taking into account that most people prefer to buy their laundry detergent in large supermarkets (Walmart, Target, Sam's, etc.), this is the distribution channel in which the company will concentrate mainly Their attention to ensure that they always have products available in the different states of the country. The other distribution points in which the company should focus is in neighborhood shops, gas stations, mini markets, drugstores, etc. We can conclude that the distribution channel that demands greater attention for our product is the supermarkets of large supermarkets because in these places most people prefer to buy this product, which is why we must develop solid commercial alliances with different stores of chain of the country and great distributors.

Finance and Operational Plan    

         Through this model, K-W tries to reflect the cost trail in relation to each segment of our customers.

Financial Objectives

The financial objectives of K-W are as follows:

• 7% revenue growth each year.

• Recognition as a selected company in the stock exchange.

• Diversified base of income

. • Increase profits by 10% annually.

• Resize the optimal capital of the company.

• Participate aggressively in the capital market.

  Assigned Budget for Marketing Plan

            After exposing the objectives, K-W proceeded to prepare a Report on Sources and Uses of Funds to stipulate and define the budget for promotion and marketing. As a result of this report, K-W determines a budget of $ 1,200,000.00 for start-up operations. For this reason, the Company's Revenue and Expenses Report is presented for the Blue product, projected for the years 2019 to 2022.

Tácticas de Control de Gastos:

In relation to the promotion of the Blue product and to regulate the expenses related to the operation, K-W has determined the following:

1 monitor each month the increase of sales obtained by means of the

discounts.

2 monitor the full process of the new design.

3. receive weekly reports on costs and sales volume.

Controls