Essay on Renova Marketing Plan

Words: 4974
Pages: 20

Marketing Plan

Table of Contents
1. Executive Summary 3
2. Introduction & Background 4
3. External Market Analysis 5
Customer Analysis 5
Target Market, Location, Size and disposable Income 9
Competitor Analysis 9
Trends, Growth & Size 10
Macro Environment Factors 10
Market Position 11
Market Analysis 12
4. Internal Analysis 13
Current target market 13
Positioning 13
Competitive advantage 13
Financial performance 13
Past & Current Strategies 14
Brand Marketing 14
Current Marketing Mix: Four P’s 16
Sales & Profits 17
Weakness/Problem 18
5. SWOT Analysis & Confrontation Matrix 19
6. Corporate Strategy 21
Customer Fidelity Program “Rolls on my Mind” by Renova 23
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Packaging is less important as well. The habit of using in student houses will most likely result in high usage of commodity products.

Adults without children
In Portugal a relatively small group, yet one with its own interest and attitudes towards toilet paper. They often have a high living standard, and want to apply this to every form of product, and thus commodity products as well. A higher quality is wanted, and a price for this quality is willingly paid.

Elderly people (65+)
These people have probably downscaled their home to an apartment but still want to have a high quality living style. Their body is getting older, and is starting to ask for a more personal and higher “taking-care” perspective than it used to ask. Their interests lie probably in staying as healthy as possible.

Behavioural Segmentation:

Families with young children 0-2
In this segment, this family will most likely look for the product that is best for their children. If they have switched to (e.g.) Renova for the reason that it offers better products for their children, they can be obtained as a loyal customer if the product proves to be more pleasant for the children.

Families with young children 2-6
This family might be the same one as the one from before, or might be a new group of customers. In this segment, it completely depends on how much influence the children have on the purchase decision of the parents. If the opinion of