Assignment Marketing Plan Exercise
Assignment Marketing Plan Exercise
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Date Created: 11/13/15
Lemi Shine Marketing Plan Exercise Lemi Shine University of Phoenix MKT/230 – Introduction to Marketing (AXIA) Marketing Plan Exercise Lemi Shine Lemi Shine The company I chosen for this assignment is Envirocon Technologies, Inc. In addition, the product that I buy that is made by this company is named Lemi Shine. One specific problem I have found with this product is the availability of the product. I originally found Lemi Shine at WalMart. The product was plentiful on the shelves for a few months. However, after a few months the supply would be either limited or none on the shelves at all. Moreover, I cannot find the product at any other stores. Marketing research could have prevented the lack of product on the shelves. WalMart has an abundant amount of vendors wanting to sell their product. To become appealing and stay appealing vendor at WalMart, consumers have to know about the product (BusinessKnowledgeSource, 2009). In addition, market research could show the need and interest of the consumer for the Lemi Shine product. For example, consumers who live in areas with hard water would find this product useful. The type of research design that I recommend for addressing the lack of product would begin with secondary research of areas with hard water. Pinpointing these areas would be a plus. In addition, exploratory research would help the marketers come up with strategies to familiarize consumers with the product (Lemi Shine). In addition, the product needs to be advertised to the consumer. In addition, the product could be set up in the stores and displayed in such a manner to draw the consumer’s interest. Moreover, a spokesperson could hand out coupons and demonstrate what the product does. When the coupons are used this will give an idea of the consumers interest. Lemi Shine Casual research would also work well with this product. For example, include a sample of the product or a coupon for a free bottle when a new dishwasher purchased. The research results would be shown by the amount of coupons cashed in on the product. For example, stores would have a special promotion of the product. Consumers would be able to use the coupons. The most appropriate way to collect data would be to facetoface interviews. Consumers would need to see the product and shown what it will do. Consumers are more readily swayed when the product is physically in front of them. For example, the Lemi Shine takes off hard water stains out of the dishwasher (Ward, 2006). However, saying that the hard water stains will be removed but not showing will not sell as much product. The interview would not be a typical long questionnaire type of interview. The questions would be basic and short, to keep the interest of the consumer. For example, the first question would be “Do you have a dishwasher?” If the answer were yes the next question would be, “Do you get hard water stains in your dishwasher?” These two questions show the need, or lack of need for the product in the area being interviewed. The website for the product Lemi shine is difficult to find due to the spelling(Envirocon Technologies, 2009). For example, the spelling is different (not lemon, it is spelled Lemi) which causes consumers to fail to find the website easily (ThriftyFun, 2009). I would ensure high validity, reliability and representativeness of the data by using descriptive research. This type of research would reach the public in the manner needed to obtain the best amount of information. By interviewing the consumers facetoface in the areas surveyed, the validity would be high. Reliability would be acquired by having the interviewer ask certain questions. The representativeness would be high due to the fact the question of the Lemi Shine consumers needs will be addressed in the area in question. For example, consumers of Peru, Indiana would be asked in Peru, Indiana facetoface (Ball, 2007). My probabilitysampling plan would include setting up in grocery stores and giving out coupons. In addition, samples would be included with the purchase of new dishwashers. In addition, coupons would be included in the newspaper. Using these three methods, most people will receive a coupon or a free sample. Stratified sampling with the Lemi Shine would show the consumer interest among the consumers who have a dishwasher. Lemi Shine is an excellent product that with the correct kind of research could become more widely known among consumers. In addition, be a product that stores would want to have on their shelves. This product does what it claims; the only pitfall is lack of consumers who know about the product. The right marketing technique could help this small company, Envirocon Technologies, Inc be well known as well as prosperous (Envirocon Technologies, 2009). Lemi Shine References Ball, S. (2007, March March). Despite allure of Internet surveys, oldfashioned, facetoface interview still best, Stanford expert says. Retrieved December 6, 2009, from Chronicle Online : http://www.news.cornell.edu/stories/March07/Krosnick.cover.SB.html BusinessKnowledgeSource. (2009). How to become a more attractive candidate for vendor Wal Mart. Retrieved December 6, 2009, from BusinessKnowledgeSource.com : http://businessknowledgesource.com/marketing/how_to_become_a_more_attractive_can didate_for_vendor_walmart_023463.html Envirocon Technologies, I. (2009). Lemi Shine. Retrieved Decemeber 6, 2009, from envirocontech: http://www.envirocontech.com/products/LearnMoreaboutLemi Shine.html ThriftyFun. (2009, October 4). Buying Lemon Shine . Retrieved December 6, 2009, from thriftyfun.com: http://www.thriftyfun.com/tf210533.tip.html Ward, M. (2006, October 5). Product Review: Lemi Shine. Retrieved December 6, 2009, from associatedcontent: http://www.associatedcontent.com/article/67814/product_review_lemi_shine_dishwasher .html Lemi Shine 6
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