Marketing plan

Professor:
Dr. Patricia Bertea
Principles of Marketing
Made By:
Novac George Sebastian
Nechita Vlad Tatian
Domsa Andreea Nicoleta
 Market Analysis

Macro environment:

Romania grew a healthy 2.8% in

2014 and more recent indicators
suggest that the economy continued
on a solid path.
 Microenvironment:
Regarding microenvironment,
different factors are considered when
formulating a marketing plan such
as:
Customers
Stakeholders
Competitors
Suppliers
 Competition

Our competition consists of regular

ski boots on the market such as
atomic, armada skis blizzard and
others.
Many on the Market
Specialized ski boots
 Substituent products

The substituent products on the

market consist of various brands of
heated insoles and socks
The substituents for our GPS tracker
are either expensive or are not as
reliable and durable as our in built
GPS trackers and there is the risk of
losing them
 Market Segmentation
The market can be segmented in
geographic segments. But we will
focus mainly on a few regions.
From a demographic perspective the
skiing market can be segmented in to
several pieces:
By age: children and teenagers from
aged of 8-18, Young adults from 18-
25, Adults from 25-45, elderly 45-60
 Target market

For a target market we have chosen

to focus on several segments:
First and foremost we will focus on
young adults from ages 18 to 30 as
our market research suggest that the
average consumer is 25 years old
and a winter sports passionate
 Decisional problem
The problem consist of integrating
the sought after accessories
efficiently and effectively in to our
product
And all this had to be done while
keeping a tight budget that would
facilitate a marketing strategy to
attract not only the high end buyer
but also allow us to market our
product to the regular user.
 The Research
Research objectives:
The objectives of our research were
to ascertain the trends and
preferences of the market in order to
aid us in the building of our
marketing mix
 Research method
The tools that we have used to
facilitate our research are from a
quantitative point of view we have
run an online questionnaire. For the
qualitative research we have run a
focus group in which various
acquaintances have taken part.
 Data analysis and results

According to our data almost 80 % of the

respondents have said that they ski and
out of those respondents 91% have said
that they do not like wet ski boots that has
led to our decision of creating a product
that has built in heating which as our
analysis points out has an 86 % approval
rating. Our market research also suggests
that 83 % of the respondents are willing to
acquire ski boots with build in GPS
 Our market research also suggests that
83 % of the respondents are willing to
acquire ski boots with build in GPS.
The market is gender biased with the
majority of the respondents being male
but in recent years more and more
women have started to get in to winter
sports due to the manufacturers paying
special attention to women and
developing specific products. 78% of
the answers said that the market would
like having personalized ski boots
 As far as the pricing is concerned the
majority with 47% are willing to
spend over 1000 lei for our product ,
19% are willing to spend between
550 and 700 lei and a further 19,4%
are willing to spend 450lei. Those
that are willing to spend between
700 and 1000 lei amount to 11, 1%
the minority accounting for 2, 8% is
willing to spend between 450 and
550 lei
 When it comes to the characteristics that matter when
choosing our product the hierarchy is as follows:
Foremost is comfort with 78% of respondents choosing
this feature followed by weight 61% .In the third place is
battery life with 47%. Next in line are durability and
quality which are tied at 41, 7%.In last place is design with
only 30, 6%
 Marketing mix
The product
Our product is designed to protect
the users feet from the elements of
nature and to keep him comfortable
and secure in the most extreme
conditions. It has a built in GPS that
serves as a S.O.S beacon and a
battery life of two days per charge
and supports back up batteries
Brand. Model. Label and
packing
Our brand is called MadMen and it
features a dual purpose model that
can function both as regular ski boots
for downhill skiing and is also
compatible with cross country skiing.
Our label represents the image of our
brand.
The packing is quite representative
and it gets stuck in your mind. The
colors are eye catching and pop out.
 Positioning and
differentiation:
We will position ourselves on the market as
the adrenaline junkies favorite brand and they
will think about extreme winter sports they
will think about Madmen .We will use the red
bull style of campaign which supports all
extreme sport activities. We will differentiate
ourselves from the competition with our
companys attitude and image and with the
competitive and innovative design of our
product. We will be seen as the must have
boots if you want to rock the slopes
 The Price
We will use premium pricing
combined with psychological pricing
Price Level:
Entry level: 550 lei
Amateur level: 750 lei
Intermediate level: 900 lei
Professional level :1300 lei
Top of the line: 1800 lei
 The Promotion
We will use the red bull approach to
advertising and be present and every
major extreme sports competition bee it
winter sports or otherwise
Our audience will be adrenaline junkies
and extreme sports enthusiasts as well
as endurance sports passionate and our
message will be that of our slogan that
Madmen boots bring out the mad in you.
 The Placement

Specialized shops in ski resorts and near ski

slopes in order for our customers to have easy
access to our equipment and to facilitate
adjustments in maintenance.
Type of distribution channels
First of all, we will have specialized shops in
skiing resorts then we will through retail shops
as well as providing wholesale opportunities for
chains of stores. For direct sale to consumer we
will sell through internet at catalogues aided by
on call sales team.
Thats all folks!