Berenice Garcia
Fall 2024
“The marketing plan is to company success as a road map is to car travel. It is the key from strategy to
tactics. It can act as a tracking mechanism, it can determine the budget, and it can be a scale against
which the company measures marketing effectiveness. It is an internal communications tool that
everyone consults to know where the business is going and how it plans to get there.”
Kevin J. Clancy and Peter C. Krieg (2000), Counterintuitive Marketing
Discover the Marketing Plan
Objectives are how we will measure the success of the marketing plan once it is implemented. Strategies address how objectives are to be achieved. Tactics are the specific actions, details, and activities that must occur in order for the strategy to succeed and the objective to be met. Discover this project's objectives, strategies, and tactics above.
Using the media can be an effective way to reach a target market and achieve high-impact objectives. Click on the button above to check out how this project is proposing a "public relations" plan for the proposed healthcare marketing plan.
No marketing plan is complete with a social media plan. In this section, you'll find two social media platforms integrated into the proposed plan to engage students in the selected healthcare product/service via online interaction.
Marketing is not free. There is a cost associated to every effective plan. This portion of the marketing project explores the monetary cost of each proposed tactic and the public relations/social media plans.
The marketing planning process is circular, ending with an evaluation phase which will inform future marketing plans. This semester-long marketing project concludes with an essay including how the success of the proposal should be evaluated. This essay will highlight the metrics and the contingency of this marketing plan.
Target Market
"Knowing your audience will allow you to make decisions that will enhance your
ability to communicate and connect with them."
After doing my own research online about what types of people would benefit from my product (electric toothbrush), I found out that non-white men with low income status are most likely to have poor oral hygiene/habits. As a result of this, they are more likely to develop gum disease, or periodontitis, in the future. Poor oral hygiene is not the only factor that can cause that, but it is the most common. As a dental hygiene student, my job Is to help prevent gum disease and promote oral health.
Based on previous research that I have mentioned above, I feel like it is a great idea to target boys in their freshman year that come from a family in the low-income status. I opted for freshman boys because the earlier that we can get them into healthier habits, the better. Something that I have also thought about is that the Oral B toothbrush can be quite expensive, so targeting boys with low-income status might not be ideal. With this in mind, I am considering promoting any type of electric toothbrush that has a round head.
When considering psychographics, it would be a great idea to target freshman boys that are in sports and care about their health. Most boys in sports care about their appearance. With college athletes having to travel to different cities/states and being in the eye of the media, many of them will care about their appearance and will want to look their best so that is why I want them to be my target market. Therefore, targeting them gives my product high chances of being bought. Being efficient with brushing your teeth and using the right technique make your teeth look cleaner and leads to better overall health. In my hygiene classes, we have also been taught that the bacteria found in gum disease is linked to other systemic diseases such as cardiovascular diseases and Alzheimer’s disease. By educating them about this link, it is more likely that they will buy the product.
