Marketing Coursework 2

ABERDEEN BUSINESS SCHOOL BSM505: Marketing Coursework 2 SUBMITTED BY: Syed Muhammad Asim (1214852) Tutor: Simone Kurtzke Msc International Business 19 December 2013 Word Count: 2740

Robert Gordon University

Page 1

Marketing Coursework 2 Executive Summary

This report presents a marketing plan for Aberdeen city council, combination of Assumptions, Marketing strategies and Objectives, Expected results, Alternative plans along with extended marketing mix, Budgeting and finally Implementation. Starting off with detailing three assumptions all pertaining to the number of visitors to Aberdeen beach area. Moving on Marketing Objectives were then developed, which were followed by Strategies to achieve them, which lead to expected results, and in order to have some flexibility with the strategies an alternative plan was established along with extended marketing mix encompassing 7P's. Furthermore a budget was presented, which covered all the expected direct and indirect cost to be incurred in carrying out this marketing plan. Lastly an Implementation programme was presented for first year. Models used under this report were, Marketing Mix 7P's and Ansoff Matrix. The report was finalized by the usage of secondary sources such as books, journals, articles, Annual reports, and various websites. After analyzing the assumptions it was expected that number of visitors to Aberdeen beach area will be increasing and accordingly marketing objectives were developed and were to be achieved by 2014. Strategies were formulated with the assisting of marketing mix and Ansoff Matrix. Furthermore the expected results were "Assumptions" made from accomplishment from objectives. an alternative plan was developed which showed the flexibility of marketing mix. 70% of budget constituted the media and new product and service development, whereas 30% was dedicated to recruitment of required personnel. Finally the Implementation programme was presented with milestones, providing framework of what will be achieved by what time, and who will be responsible for achieving it, along with tactical plan, the section where general strategies were further divided into sub objectives and finally marketing controls were given to conclude the report.

Robert Gordon University

Page 2

Marketing Coursework 2
Contents
Executive Summary ................................................................................... 2 1.0 Assumptions ........................................................................................ 5 2.0 Marketing Objectives and Strategies ....................................................... 8 2.1 Marketing Objectives .......................................................................... 8 2.2 Marketing Strategies .......................................................................... 8 3.0 Expected results, Alternative plan and extended marketing mix ............... 13 3.1 Expected results .............................................................................. 13 3.2 Alternative plan ............................................................................... 14 3.3 Extended marketing mix ................................................................... 15 4.0 Budget .............................................................................................. 18 4.1 Gathering of funds from philanthropic individuals and local community ... 18 4.2 Budget for media and product development ........................................ 20 5.0 Implementation Programme ................................................................ 22 5.1 Milestone ........................................................................................ 22 5.2 Tactical plan .................................................................................... 23 5.3 Marketing control............................................................................. 24 6.0 References ........................................................................................ 26

Robert Gordon University

Page 3

Marketing Coursework 2
List of Table & Figures Figures
1

Content

Page
6

Showing the Price and Value composition of various destinations

Tables

Content Showing the Assumptions Assumptions Showing the Marketing mix 4P's Showing the Marketing mix 4p's Showing the Strategy Map Showing expected results Showing Alternative Plan Showing extended Marketing mix Showing the Budget Milestone Showing Strategies and Sub objectives Showing pricing and sales plan Marketing Controls

Page 6 7 10 11 12 13 14 16 20 22 23 23 24

1 2 3 4 5 6 7 8 9 10 11 12 13

Robert Gordon University

Page 4

Marketing Coursework 2 1.0 Assumptions

According to McDonald et al (2011), Assumptions can be derived from SWOT analysis and internal audit, the phase two of marketing plan. An organization will not be able to predict every movement in the market, every competitive action, every economic factor. An organization will, however, need to make educated guesses to help them quantify some factors or predict what is likely to happen in the future. This is the point in the plan to note those factors down, so that should they change significantly in the future so an organization know when to rewrite the plan. This could include things like assumptions over interest rates, or market size/trends (CIM, 2013). Based on the understanding after reading from above mentioned sources, it can be said that assumptions have to be realistic and best educated guesses, as the first two phases of marketing plan were done in "Course work 1" and under SWOT analysis many opportunities were recognized, assumptions can now be made if those opportunities were capitalized by Aberdeen City Council and also from any events taking place in Aberdeen 2014, which would attract more visitors to Aberdeen beach and Queens link area. An opportunity discovered in marketing phase 2, Tourism spending increases by 0.4m and this is influenced by budget consequential of 1.2m in 2013-14 to support the Ryder Cup golf tournament. (McCormick et al, 2012)

Robert Gordon University

Page 5

Marketing Coursework 2
Table 1: Showing the assumptions It can be assumed such extra spending to support Ryder cup golf tournament should definitely bring about 10% more people visiting Aberdeen in 2014. As this event is targeting not only local people but is also being broadcasted globally (Gleneagle2014, 2013). The Baker Hughes 10K running Festival, organized by Sport Aberdeen is the largest 10K road race in the North East of Scotland and also includes:10K Race, 10K wheelchair race, Schools 2k Race, Family Fun Run (Sport Aberdeen, 2013). It can be assumed such event should at least bring in 20% more people currently living in Aberdeen to spend a day at Aberdeen beach area and would reflect in at least 10% increase in sales at Queen's link by 2014 Generated by student Figure 1: Showing the Price and Value composition of various destinations

Source: Collier (2011) An opportunity discovered in marketing phase 2, regarding Aberdeen Beach nourishment and upgrading of coastal defenses in order to eliminate problems such as coastal erosion. (University of Aberdeen, n.d.)

Robert Gordon University

Page 6

Marketing Coursework 2
Table 2: Assumptions It can be assumed by making Aberdeen beach area more secure by upgrading coastal defenses and getting rid of coastal erosion problems, once this issue is solved, more entrepreneurs should be willing to invest in Aberdeen beach area and provide more product offerings to the people, the current issue of people not getting enough value for price from Aberdeen beach area should be solved and by more offerings, Aberdeen could also be a destination with higher value for price and secure at least 10% increase in market growth by second quarter of 2014 as a result.

Robert Gordon University

Page 7

Marketing Coursework 2 2.0 Marketing Objectives and Strategies

2.1 Marketing Objectives
According to McDonald et al (2011) Marketing objectives should mainly be about products and markets, an objective could also be described as "What you want to achieve". Marketing objectives in this case would be for existing products for existing market and new product for existing market. Generate at least 10% hike in sales by the end of third quarter of 2014. Achieve at least 10% increase in popularity of Aberdeen beach and Queen's Link by the end of third quarter of 2014. To increase market share by 5% to be achieved by the end of 2014. Launch at least one new product and service by the end of fourth quarter of 2014. To achieve at least 50% excellent rating from visitors on trip advisor as compared to now of 29% by second quarter of 2014 (Tripadvisor, 2013). To increase visitors number to Aberdeen beach by 20% at the end of third quarter of 2014.

2.2 Marketing Strategies

According to Ward (2013), marketing strategy is a summary of company's products and position in relation to the competition; sales and marketing plans are the specific actions company is going to undertake to achieve marketing objectives. According to McDonald et al (2011), marketing strategies are concerned with 4p's and are the means to the accomplishment of marketing objectives. The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. (The Economic Times, 2013) Robert Gordon University Page 8

Marketing Coursework 2
As identified earlier the objectives to be achieved are mostly pertaining to products and markets, and hence price, product, promotion and place are to be examined in this particular case. Further more in order to efficiently determine strategy to achieve objectives Ansoff matrix could be used which is a useful tool for developing strategies. (Strategic information design, 2013) After analyzing the Ansoff matrix, product development and market penetration are two strategies most applicable for this particular marketing plan, as market is same only product is either new or existing for offering to the target market as identified in course work 1. In order to achieve objectives such as 10% increase in sales, 5% increase in market share and 50% excellent visitor rating and 10% increase in Aberdeen beach popularity " Market penetration strategy" could be used, this is basically pertaining to business focusing on activities on increasing its market share by exploiting its present product range in its existing market. (Cole, 1997) In order to successfully utilize market penetration strategy various marketing tactics could be used, but in this particular market plan, driving out competitors through increasing sales, increasing market share and achieving 50% excellent visitor rating would be used. Marketing mix for the objectives to be achieved through market penetration strategy.

Robert Gordon University

Page 9

Marketing Coursework 2
Table 3: Showing the marketing Mix 4p's Product Price Nothing new would be added to the current offerings at Queen's link area The pricing of overall products and services offered by Aberdeen city council and Queen's link area has to be reduced by 10%, in order to encourage more sales, and to attract more customers Various promotional campaigns will be started, on social media and various other campaign such as "Go Green" can be launched, people can volunteer to plant trees on beach soil making it more environment friendly place and attracting more people to visit Aberdeen beach. Also the various companies operating at Queen's link would be request to come up with loyalty scheme, giving 10% discounts on product for instance just to make visitor a loyal customer. Creating more awareness of Aberdeen beach and Queen's link area by advertising on magazines, newspaper and television. Place Place is same, only that it could be made more cleaned and make it more appealing to customers by having street lights to be planted at beach area where people go for jogging at night time, it's too dark for anyone to even think of going near beach at night. Source: Generated by student. As it can be seen in Table 3, that to achieve market penetration strategy in order for accomplishment of objectives it is crucial to reduce price of products and service being offered along with advertising on both social media by creating a face book page and having traditional promotional campaign such as "Go Green" by asking people to volunteer and be part of such noble cause and make the beach environment friendly area along with introducing new loyalty schemes. The remaining objectives which are, launching at least one new product and service and 20% increase in visitors to Aberdeen beach should be achieved with the strategy of product development, meaning introducing new products to the existing market and thus focusing on developing, launching and supporting additions to the product range. (Cole, 1997)

Promotion

Robert Gordon University

Page 10

Marketing Coursework 2
Marketing mix for the objectives to be achieved through product development strategy Table 4: Showing the marketing mix 4p's Product Adding more variety of rides, in order to target the segments identified in course work 1 such as adult's require more thrill rides, which is lacking at breach leisure park at Queen's link, addition of such rides would develop the interest in visitors mind to visit leisure beach park for something new and sensation. A new service will be in form of two guards to be recruited by Aberdeen city council for the Aberdeen beach area, where by the guards would always be there at beach even at night time ensuring the safety of everyone, also if there was any parents before which were hesitant in sending out their children to open beach due to lack of security, would now feel comfortable in allowing them to visit beach. Also a new beach bar could be opening at Queen's Link area, but this having two guards covering Aberdeen beach and making sure no one who is drunk is permitted to enter the beach would result in less casualties and also the night life at Aberdeen beach area would uplifted due to this. Price The pricing for new rides and beach bar, has to be moderate, with minimum profit margin for the first year at least, as core objectives is to bring about 20% increase in visitors to Aberdeen beach and definitely lower price on new offering's would attract more and more people. Promotion Promotion has to be done on huge scale, in order to create awareness of new offering's, as it is always interesting to read about new things and finding out about how they really are and so advertising will be done with usage of both online and traditional ways. Place The place would remain same, Aberdeen beach and Queen's link area. Source: Generated by student. As we can see in table 4, in order to achieve product development strategy to accomplish the mentioned objectives it is crucial to develop new product such as variety of rides to be built and launched in beach leisure park along with new services to be provided such as a bar and life guards for 24/7 support making Aberdeen beach a much safer place to be at any given time, whereas pricing needs to be below the competitors, in order to attract more and more visitor.

Robert Gordon University

Page 11

Marketing Coursework 2
Table 5: Showing the Strategy Map Marketing Objectives 10% Increase in Sales 5% increase in Market share 50% 1 new product excellent and service visitor and 20% rating increase in visitors 10% Increase in popularity

Ansoff Matrix

New product existing market

Existing product existing market

Marketing Strategy Product development Market Penetration

Marketing Mix

Price To be reduced by 10%

Product Adding more variety to the current offerings.

Promotion Advertising online and traditionally. Various campaigns

Place Adding more street lights on beach.

Source: Generated by student Table 5, here shows the strategy map, in order to achieve marketing objectives, the approach has to start from very bottom as identified marketing mix shows, then those marketing mix P's can be utilized by using market penetration and product development strategies through Ansoff matrix.

Robert Gordon University

Page 12

Marketing Coursework 2
3.0 Expected results, Alternative plan and extended marketing mix
This section will cover forecasts of what will be achieved through the marketing strategies. It is essential that to have in place a plan B just in case the main strategy does not prove as rewarding as expected along with the extended mix (Small Business, 2007).

3.1 Expected results

Expected results pertain to forecasting what will be achieved through marketing objectives and strategies. Table 6: Showing expected results Marketing Objectives
10% Increase in sales

Marketing Strategies
Market penetration, reducing price by 10%.

Expected Results
It can be expected that, a reduction in price by 10%, would attract more visitors to Aberdeen beach area, resulting in market share being increased by 5% as more products will be sold. It can be expected, that an increase of 5% in market share would bring about more sales and profits would increase by 10% for Queen's link. The higher the customer satisfaction, the more customers would become loyal, more repeat purchases, leading to a 10% increase in profit and 7% increase in market share. It is expected, the cost of operating such large scale advertisement would increase by 20%. Such new product and service offering would result in 50% increase in cost.

5% increase in market share

50% Excellent visitor rating on trip advisor

Reduction in price, more advertising and providing more public goods such as street lights at beach area where people jog for night vision. Various campaigns such as "Go Green", Loyalty scheme 10% reduction in price for next purchase.

10% Increase in popularity

At least 1 new product and service and 20% Increase in visitors number to Aberdeen beach.

Advertising on magazines, newspaper, television, Various campaigns such as "Go Green" Addition of thrill rides to Aberdeen beach leisure park. Providing 2 security guards. Opening up new bar.

Source: Generated by student Overall, it can be said, that accomplishment of objectives through given strategies would result in a sharp overall profit increase by 20%, where as

Robert Gordon University

Page 13

Marketing Coursework 2
market share is expected to grow by 12% along with cost incurred accounting for 70% of the total budget allocated for promoting tourism and developing new product and services at Aberdeen beach area. Apart from recruitment cost of Staff.

3.2 Alternative plan

In case of proposed plan not being as rewarded as expected, a plan B must be created with changes in marketing mix for strategies. Table 7: Showing the Alternative plan Marketing objectives 10% increase in sales 50% Excellent visitor rating on trip advisor Marketing strategies Market penetration , to be achieved by reducing price by 15% Providing exceptional service to the customer's by uplifting the service provided by firms at Queen's link and also by providing more services such as night guards on 12 hour shift, being there for 24 hours. Advertising on social media, creating face book page, advertising on the most read magazine in Aberdeen. By providing more safety against coastal erosion, attracting more investors to invest in Aberdeen beach area, providing them good support for it, resulting in opening of new hotel for instance at Aberdeen beach. A further reduction in price by10% in order to encourage more sales, advertising on all media, creating as much awareness as possible, creating a persuading advertisement, attracting customer's even for things which they generally would not, such as publishing the availability of hall room at Aberdeen beach in newspaper weekly, just for visitor convenience.

10% Increase in Popularity of Aberdeen beach area At least 1 new product and service and a 20% increase in visitors number to Aberdeen beach

5% increase in market share

Source: Generated by student In this particular plan B, as stated in table 7, objectives won't be changed, only the strategies will be adjusted in changing the marketing mix for accomplishment of marketing objectives.

Robert Gordon University

Page 14

Marketing Coursework 2
in order to a achieve a 10% increase in sales, price of goods offering at Queen's link are to be reduced by 15% now, encouraging more and more people to visit Aberdeen beach and purchase products at Queen's link resulting in more sales, which also leads to increase in market share, but solely to increase market share by 5%, also promotion would be changed, this time advertising on all the possible available media, in order to create more awareness about the beach but also to persuade the visitors to Aberdeen beach, by publishing availability of hall room weekly in newspapers, magazines and even on face book page which will be created, this also leads to the accomplishment of the 10% increase in popularity of Aberdeen beach, as mass media advertising should result in more awareness of Aberdeen beach area offerings. In order to achieve 20% increase in visitors and providing at least 1 new product and service, strategy would be completely changed resulting in encouraging investors to invest in Aberdeen beach area, as there is availability of land, by countering the coastal erosion issue which might have hold back investors would only lead to positive outcome of investors investing, and for instance if a new affordable hotel is created near beach area, it will successfully attract more visitors as people who don't have a personal property to live in Aberdeen, would be glad to accommodate themselves in this new hotel provided it is affordable then others in general and service level is greater than others.

3.3 Extended marketing mix

This section will cover the extended marketing mix where by considering the 7p's, this will encompass of original plan marketing mix and alternative plan marketing mix in order to achieve expected results by accomplishing marketing objectives. In earlier sections the marketing mix consisting of 4p's have been presented, and hence only to strengthen the marketing plan success rate further the remaining marketing mix element would be included.

Robert Gordon University

Page 15

Marketing Coursework 2
Table 8: Showing the extended marketing mix Product Addition of new thrill rides at Aberdeen beach leisure park at Queen's link, and also after successfully attracting investors a launch of new affordable hotel near Aberdeen beach. Reduction in price by 10% for existing goods and services offering at Queen's link, also the new products and services which will be launched, need to be priced competitively, being below the competitor prices would result in more visitors coming to Aberdeen beach area. Addition of more public goods such as street light for night vision covering the place where people usually go out for jogging. keeping the place clean and tidy for better customer experience. Large scale advertising to be done, using both traditional ways of advertising such as magazines, newspaper and television, along with e-marketing by advertising on social media creating face book page. Encouraging the employees at Queen's link to be more customer oriented in delivering service, by adhering to the concepts of customer relationship marketing. Also encouraging employers to develop "team spirit" to ensure smooth running of business and service delivery. Improving the transportation facility provided to access the Aberdeen beach offerings, by holding a meeting with bus transportation companies encouraging to make a route which would lead visitors easily to beach. Making policies of attaining license much easier to do business at Aberdeen beach area, encouraging international brands to open up various restaurants at Queen's link to further enhance the image of Aberdeen beach. As physical evidence would refer to all the offering's at Aberdeen beach area.

Price

Place

Promotion

People

Process

Physical evidence

Source: Generated by the Student

Robert Gordon University

Page 16

Marketing Coursework 2
It can be deduced from table 8, that in order to accomplish the marketing objectives and expected results, it is crucial for the addition of three marketing mix people, process and physical evidence to the earlier discussed four elements price, product, promotion and place. People Anyone who comes into contact with customers will make an impression, and that can have a profound effect, positive or negative on customer satisfaction. the reputation of Queen's link would therefore rest in the employees which work there, and should appropriately be trained, well motivated and have the right attitude to serve customers with a team spirit (CIM, 2009). Also customer relationship marketing should be implemented at Queen's link, according to Peelen (2005) CRM is to be regarded as a business strategy that is aimed towards developing long-term, mutually profitable, individual customersupplier relationships and is placed on an IT infrastructure to be developed, one that enables well-defined and controlled processes, and places capable personnel in a position to function optimally. If customer relationship marketing practices could be implemented at Queen's link, excellent visitor rating of 50% should be easily achieved, leading to loyal customers, repeat purchases an overall increase in sales and profit generation for companies present at Aberdeen beach area. Process The process of giving a service, and the behavior of those who deliver are crucial to customer satisfaction. Issues such as waiting times, the information given to customers and the helpfulness of staff are all vital to keep customer's happy. (CIM, 2009). Aberdeen city council would need to call for a meeting with bus service providers in Aberdeen, to request a development of route to make it convenient for visitors to travel to Aberdeen beach area, this would encourage visitors to visit Aberdeen beach often as not all the visitors who visit to Aberdeen beach area would be using car as transportation medium, also again customer relationship management would assist in staff being helpful to customer as there will not be Robert Gordon University Page 17

Marketing Coursework 2
any communication gap within the companies, and hence information provided would be concrete and valid. Physical Evidence Physical Evidence is the element of the service mix which allows the consumer to make judgments on the organization products and service. the physical evidence of the marketing mix refers to the tangible expression of a product and how it is purchased and used by the customer. (Thelma, 2009) Hence if Aberdeen city council is able to persuade more internationally recognized brands such as " Hardees" the fast food chain to open up a subsidiary at Aberdeen beach would enhance the offerings and also provide customers to choose from variety of fast food options, and it will be something new at Aberdeen beach, which Black Pool beach won't have and this in turn should attract more and more visitors to come to Aberdeen beach area and experience the new fast food availability, this also would lead to accomplishment of the objective providing new product and services to Aberdeen beach and 20% increase in visitors number to Aberdeen beach area.

4.0 Budget
According to Samuels (2013), Many small businesses make the mistake of limiting their marketing budget to marketing communications costs such as advertising, public relations, direct mail and promotions. A true marketing plan includes the upfront planning, communications expenditures and ongoing monitoring and tracking marketing efforts. Hence in the budget for marketing plan, the major components which will be analyzed will be Media, Hiring of individuals and any support which could be gathered from philanthropic individuals and local community.

4.1 Gathering of funds from philanthropic individuals and local community

It is expected and assumed that, Aberdeen city council should be able to raise at least 500,000 pounds from the local community and philanthropic individuals by approaching them with marketing plan proposal, explaining this marketing plan Robert Gordon University Page 18

Marketing Coursework 2
will regenerate the area around Aberdeen beach and offer more product and services to visitors along with making their experience even more interesting with a reduction in price by 15% in order to make this plan a success how crucial their support is and will make it easier for carrying out plan smoothly.

Robert Gordon University

Page 19

Marketing Coursework 2
4.2 Budget for media and product development
In this budget area various expectation of expenses will be incurred to carry out promotional activities and product development cost will be presented. Table 9: Showing the budget for Media and product development Category Promotions Loyalty scheme Advertising Magazines Estimated quantity 1200 10,000 Estimated cost per unit 5 6.49 (Scotlandmag, 2013) 2584 (UK business forum, 2008) 0 0.63 (Social ads tool, 2012) 20 (DM Digital TV, 2012) 200,000 (Amusement trader, 2013) 100,000 (Guthrie, 2013) 50,000 35,000 (Kelly, 2013) Estimated subtotal 6000 64900

Newspaper

Daily published, for 1 year. 1 20,000

2584

Face book page Advertising on Face book (Pay for clicks) Television Product Thrill ride (Super shot) Bar People/Service 2 life guards on 12 hour shift Promotional campaign manger Total cost

0 12600

10,000 1

20,000 200,000

100,000

2 1

50,000 35,000

491,084 (Approximately)

Source: Generated by student As it can be seen in table 9, the expected budget for media and product development would approximately cost around 500,000 pounds, which is Robert Gordon University Page 20

Marketing Coursework 2
expected to be raised through philanthropic individuals and local community donations. This budget is for one year, where by every category of budget and subcategory has been planned to cover the whole year, for example, 10,000 magazines will be distributed throughout the year, in order to create awareness about the offerings of Aberdeen beach area. Furthermore a promotional campaign manager must be recruited by Aberdeen city council, who will be in charge of making sure this marketing plan is implemented in order to achieve desired results, costing 35,000 pounds annual salary. Advertising on face book, and the expected clicks on the link should be 20,000 in order to achieve the objective of increasing visitors number to Aberdeen beach.

Robert Gordon University

Page 21

Marketing Coursework 2
5.0 Implementation Programme
The marketing plan is mostly about implementation, changing the business, making it better. It is worth nothing if not implemented, this section covers specific implementation programs, and the details that it takes to make it happen (Palo Alto, 2004). However it is crucial for the successful implementation of this plan for Aberdeen city council to have support from stakeholders as the mutual understanding is highly significant in this particular marketing plan. The following tables identify the key marketing programs, stating which department is required to carry out what duty, dates and budgets are clearly established.

5.1 Milestone
Table 10: Milestones Milestones First quarter (JanMarch) Second quarter (April to June) Third quarter (July to Septembe r) Fourth quarter (October to Decembe r) Budget Departmen t

Promotion Advertising New product developmen t Recruitment Source: Generated by the student

6,000 100,000 300,000

Marketing Sales R&D

85,000

HR

Table 10, basically states the milestones which needs to be achieved for the accomplishment of overall objectives and success of marketing plan. However, the time frame and actual results will be evaluated against planned, and interferences and revision of any activity is possible.

Robert Gordon University

Page 22

Marketing Coursework 2
5.2 Tactical plan
In this section, general strategies will be further divided into sub objectives. Table 11: Showing strategies and sub objectives Strategy Plan A- Reduction in price by 10% Plan B- Reduction in price by 15% Achieving 10% rise in sales Source: Generated by student Table 11, shows that the major strategies which are crucial for the accomplishment of objective and be dealt by having a specific sub objective, in order to achieve strategy pertaining to reduction in price a pricing plan could be implemented, for various advertising methods, advertising plan, and for achieving a rise in sales a sales plan. Table 12: Showing pricing and sales plan. Pricing plan Sales plan Sales plan Sub objective Pricing plan

In order to achieve a reduction in price, penetration pricing strategy should be used, Penetration pricing is used when a company wants to really dominate a market. Queen's link offerings will have to lower almost all of their prices in order to keep customers buying.

Advertising approach: Social media, TV, Newspaper, Magazines, various campaigns. Expanding presence by opening up a page on face book. Loyalty schemes, to gain more loyal customers. Customer relationship management, to satisfy customer and persuade for repeat purchases. pricing structure: reduction in price, to earn more profits on volume. Implementation of Customer relationship management

Source: Generated by student. Pricing plan and sales plan as mentioned in table 12, successful implementation of these plan would result in accomplishment of objectives and expected results.

Robert Gordon University

Page 23

Marketing Coursework 2

5.3 Marketing control

Good implementation needs buy-in from those who are to carry out the plan. The best way to get their buy-in is to have them participate in the plans development. Thus salespeople are more likely to accept the marketing plan if a sales representative participated in its development and if the target volumes and prices are plausible. So the planners first need is to sell the plan inside, not outside. (MARS, 2012) This section details who are responsible for given control measures Table 13: Marketing control Type of Control Annual plan control Prime Responsibility Top management and middle management Marketing controller (Campaign manager) Purpose of Control To examine whether the planned results are being achieved To examine where companies might be losing money in suggested marketing plan and improving the spending Efficiency and impact of marketing expenditures Approach Sales analysis Market share analysis Financial analysis Product Customer Segment Trade channel

Profitability control

Efficiency control

Strategic control

Line and staff management along with marketing controller (Campaign manager) Top management and Marketing auditor

Sales force Advertising Sales promotion Distribution Marketing audit marketing excellent review Marketing effectiveness rating

To examine whether the company is pursuing its best opportunities with respect to markets and products

Source: Generated by student

Robert Gordon University

Page 24

Marketing Coursework 2
According to Kotler (2003), Implementation without control measures in place is bound to fail and it is control measures as mentioned in table 13, which will restrict the failure of implementation plan occurring in the first place. Overall it can be said, it's a top to bottom approach , where by Top level management at Aberdeen city council should be responsible for communicating the objectives and strategies throughout the organization so everyone is involved in carrying out this marketing plan to best of their ability. As it can be found under table 13, it clearly states who is responsible for what, and Aberdeen city council must implement suggested marketing control to leech desired results from implementation programme. Stakeholders consensus must be on board for the accomplishment of objectives. Lastly it can be concluded by saying the cost incurred to carry out this market plan is supported highly by the return it will bring to Aberdeen beach area, more visitors, more revenue and profits along with higher market share and globally recognition.

Robert Gordon University

Page 25

Marketing Coursework 2 6.0 References

Amusement Trader. 2013. Super Shot SP1284 [online]. Available from: < http://www.amusementtrader.com/313/Extreme-Rides/listings/36859/SuperShot-SP1284.html> 17 December 2013 CIM. 2013. Assumptions [online]. Available from: <http://www.cim.co.uk/marketingplanningtool/sect5/sect5.asp> 12 December 2013 Cole. G. A. 1997. Strategic Management [online]. Available from: < http://books.google.com.pk/books?id=LF3KS_vudpMC&pg=PA70&dq=what+is+ market+penetration+strategy&hl=en&sa=X&ei=SeGtUs3yGKLH7AbX_4C4Dw&ve d=0CD4Q6AEwAA#v=onepage&q=what%20is%20market%20penetration%20st rategy&f=false> 13 December 2013 Dave Samuels. 2013. How to Develop a Marketing Plan Budget [online]. Available from: < http://smallbusiness.chron.com/develop-marketing-planbudget-39809.html> 15 December 2013 DMDIGITAL. 2012. Advertising FAQs [online]. Available from: <http://www.dmdigitaltv.co.uk/advertfaqs/> 17 December 2013 Ed Peelen. 2004. Customer Relationship Management [online]. Available from: < http://books.google.co.uk/books?id=xd8nqHhCOsC&printsec=frontcover&source=gbs_ge_summary_r&cad=0#v=one page&q&f=false> 16 December 2013 Gleneagles. 2013. Aberdeen Asset Management Scottish Open challenges budding young artists with Design a Board competition [online]. Available from: <http://www.rydercup2014.com/articles/design-a-board-competition> 11 December 2013 Jim McCormick, Richard kerley and Donald Mackay. 2012. Economy, Energy and Tourism Committee: The Scottish Government's Draft Budget for 2013-14 [online]. Available from: <http://www.scottish.parliament.uk/S4_EconomyEnergyandTourismCommittee/ Reports/final_pdf_version_for_web.pdf> [15 December 2013]

Robert Gordon University

Page 26

Marketing Coursework 2

Mars. 2012. Implementation and control: Kotler on marketing [online]. Available from: < http://www.marsdd.com/articles/implementation-and-control-kotler-onmarketing/> 18 December 2013 McDonald, Malcolm;Wilson, Hugh. 2011., Marketing Plans. [online]. Wiley. Available from:<http://www.myilibrary.com?ID=337173> 15 December 2013 Paloalto. 2004. Acme Consulting- Sample Plan [online]. Available from: < http://www.paloalto.com/sampleplans/MPP6/enu/Live/acmeconsultingmpp_Live.pdf> 18 December 2013 Phillip Kotler. 2003. Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know. NYSE:JWA. John Wiley & Sons Robert Collier. 2011. Visit Aberdeen realizing the potential [online]. Available from: <http://committees.aberdeencity.gov.uk/mgConvert2PDF.aspx?ID=15678> 15 December 2013 Scotland Magazine. 2013. Subscription [online]. Available from: < http://scotlandmag.subscribeonline.co.uk/Back-Issues/back-issues-2013> 17 December 2013 Strategic Information Design. 2013. The Ansoff Matrix [online]. Available from: < http://strategicinfodesign.com/documents/lecture-slides/selling-holes/8-theansoff-matrix/> 17 December 2013 Small Business. 2007. Marketing Manual- Marketing Plan Guide [online]. Available from: < http://www.smallbusiness-marketing-plans.com/marketingplan-guide.html> 16 December 2013 Social Ads Tool. 2013. FACEBOOK ADS GUIDE [online]. Available from: <http://www.socialadstool.com/facebook-ads-guide/facebook-ads-cost/> 17 December 2013 Susan Ward. 2013. 4 Steps to Developing a Marketing Plan [online]. Available from: < http://sbinfocanada.about.com/cs/marketing/a/marketingplan.htm> 13 December 2013 Robert Gordon University Page 27

Marketing Coursework 2
The Economic Times. 2013. Definition of 'Marketing Mix' [online]. Available from: < http://economictimes.indiatimes.com/definition/marketing-mix> 17 December 2013 Thelma. 2009. (the 7p's) physical evidence [online]. Available from: <http://thelmaegbe.blogspot.co.uk/2009/11/7psphysical-evidence.html> 11 December 2013 Trip Advisor. City Beach [online]. Available from: < http://www.tripadvisor.co.uk/Attraction_Review-g186487-d211607-ReviewsCity_Beach-Aberdeen_Aberdeenshire_Scotland.html> 15 December 2013 UK Business Forums. 2008. Advertising in local newspapers cost [online]. Available from: < http://www.ukbusinessforums.co.uk/threads/advertising-inlocal-newspapers-costs.80629/> 17 December 2013

Robert Gordon University

Page 28