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An executive summary previews the main points of an in-depth report; it is written for nontechnical people who don't have time to read the main report. The executive report contains enough information for a reader to get familiarized with what is discussed in the full report without having to read it (eHow, 2011).

I am pleased to be summarizing this report on behalf of our company, Sunshine Beauty, as we deliver one of our new and exciting products to the American market. Our product is Sunshine deodorant that we have designed to be standout choice for today’s active women. Often times, women complain that their antiperspirant and deodorant are ineffective at preventing hem from sweating after a long day at work or on the go. Sunshine deodorant has been manufactured to change all that, with a new formula that guarantees to keep our female clients dry and smelling feminine for their entire busy day. Clearly, the urgent needs of our clientele are that the product should eliminate perspiration and have a fresh and light scent (Bond, 2001). For this very specific reason, we have designed our product to have a very delicate fragrance.

A brief perusal of our marketing plan reveals that we have designed this deodorant for our workingwomen clientele, aged 18-59. These customers are strong, smart, and savvy. They demand a product that works early and stays up late with them as they finish off their busy days. We at Sunshine Beauty understand that our customers do not want to overshadow their own prowess with a lot of heavy or flowery fragrances. For this reason, we have developed a mildly scented item that will not be overpowering or offensive.

Our competitors for this product are the myriad other antiperspirants and deodorants that are currently on the market. We feel this item is far superior to them for our demographic as we realize the importance of keeping these women feeling safe, dry, and secure throughout the day. Furthermore, we are attempting to appeal to our key clientele by keeping the scent of this product understated as opposed to the smells that are featured in the other products that rival us. We definitely feel there is a clear value to our customers when they use this product as it is long lasting and the customer will not need to reapply at embarrassing times during the day. Moreover, many of our competitors are geared toward a younger client base, and have loud and flashy advertising, where we are much more subtle. This is undoubtedly the choice for today’s mature and sophisticated woman.

Successful companies strive to distinguish their products from competitors through differentiation strategies. In an often-crowded product market, customers crave product distinctions to help them make purchasing decisions. By offering greater values, customization features and convenience options, you can influence a customer to purchase your products. The best product differentiation strategies increase your brand image, cater to customer preferences and increase sales (Acevedo, 2011).

The key to standing out in our market is having a compelling position and message that anyone can instantly understand (Stein, 2010). With the women described above making up the majority of our marketing group, we would like to have our products placed in higher end department stores, but also in local drugstore chains as well. Our potential customers are busy and on the fast track to outstanding success, and we surely do not want to do anything that may slow them down!

Certainly, we need to understand our target clientele as well as the current trends in the community regarding this product. Many individuals are becoming interested in renewable materials and we have been sensitive to this desire. For example, we have been sure to use only renewable resources. Earth's mineral elements are finite, and processing them is often energy-intensive. Renewable materials can be produced indefinitely, with strong environmental benefits. The substances we manufacture are designed to be sustainable if managed properly. Furthermore, they may have reduced net emissions of CO2 across their life cycle compared to materials from fossil fuels, and ideally, result in only biodegradable waste (CSRIO, 2005). There is no doubt that these factors will appeal to our conscientious customers.

Furthermore, our clients are very interested in purchasing items that are not tested on animals, and again, we have been on the forefront of this movement. Our products are certified to be cruelty free by the Coalition for Consumer Information on Cosmetics’ Leaping Bunny program. Neither the U.S. Food and Drug Administration (FDA) nor the U.S. Consumer Product Safety Commission requires animal testing for cosmetics or household products, respectively. There are sufficient existing safety data as well as in vitro alternatives to make animal testing for these products obsolete (CCIC, 2010). While it is true that virtually every ingredient, even water, has been tested on animals in the past, we can help prevent future animal testing. Because there are no government standards in place, we have taken the next step in committing to animal protection, and so have our clients. This movement goes beyond being nice to animals; it incorporates a new normal for appreciating the beings around us.

We have also prepared significant studies regarding our clients by our partnership with market research organizations, such as Market Reader Pro (MRP). Companies often look to MRP for an analysis of the market opportunities and competitive landscape for a product within a particular market segment. The information collected and presented can be used to secure additional funding for a project from with in an organization or external investment firms. MRP offers a core and an enhanced market analysis plus a customized consumer insight package that will be designed to fit our needs (MRP, 2011). This information will help us stay current in the competitive market in which we find ourselves. Although there are many talented corporations in the market today, we are determined to rise above them. We feel that we have determined the weaknesses of the other manufacturers and are committed to not repeating them. For example, other companies are not aware of the need to be environmentally friendly or cruelty free in their products. This will definitely be an advantage for us in the long run.

Our goals in positioning our product in the marketplace include appealing to our valued consumer. Through exhaustive study, we have identified the key selling points for our product and are determined to meet as many, if not all of them, as we can. For instance, we see our items being sold in local drugstores as well as high end boutiques. Many of our customers may be interested in purchasing our products when they are obtaining other every day items. This is how our drugstore-marketing plan works in to our selling strategy. In addition, we see some of our clients being more fashion forward and interested in buying our product where they may be purchasing some of their clothing staples. In either case, we feel that we are designing a plan to meet the needs of our particular demographic. These ideas will be borne out in our innovative advertising campaign, using certain strategically placed and selected celebrity spokespeople who are known the world over for their grace, beauty, and poise.

If we are to attain these goals, we will need to spend a good part of our budget dollars on obtaining the rights to these spokespeople. They will surely not come cheap, and we don’t want to use cheap techniques to reach these goals. We are looking to create a professional fantasy to speak to our high-end customers.

In conclusion, we have centered our marketing strategy to be cognizant of he needs of our successful and fashionable clients. These women are desirous of a quality deodorant that is powerful, just like they are, but without the heavy fragrances of other deodorants now available in the market. Our items advanced in the their development in the nature of utilizing renewable ingredients and only cruelty free products. Our advertising strategy will make use of celebrity persons who are known for their own sense of style and sophistication.

We realize that there are considerable challenges in the current market. Nevertheless, we are confident in our abilities to maximize the stellar qualities of our product as well as the added star power of our endorsers. It is important to avoid pandering to our customers with these celebrities, but instead, utilizing these professionals to compliment our items. We honestly feel that these stars will enhance the product in the market and allow us to win the marketplace.

In the end, we want to be sure that the marketing return on investment will be measured through the ultimate amount of profits we may report at the end of the current cycle. We hope to have enough profit to be able to contribute to some of our favorite charities and causes, particularly in the field of cruelty free organizations. We anticipate that our products will be a tremendous hit in the marketplace!

References

Acevedo, L. (2011) Product Differentiation Strategy. . Last accessed April 24, 2011.

Bond, P. (2001) Your Positioning Statement – the Single Most Important Sentence In Your Marketing Arsenal. . Last accessed April 24, 2011

Coalition for Consumer Information on Cosmetics (2010) How it Began. . Last accessed May 4, 2011.

CSRIO (2005) Renewable and biodegradable materials. . Last accessed May 4, 2011.

eHow (2011) How to Write an Executive Summary. . Last accessed May 4, 2011.

Market Reader Pro (2011) Market Research – New Product Introductions. . Last accessed May 4, 2011.

Stein, R. (2010) Beyond Product Differentiation. . Last accessed April 24, 2011.

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