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Essay / Research Paper Abstract
This 5 page paper is a marketing plan for Billabong to launch a new product; surf classes along benefiting from a strategic alliance with Weight Watchers. An integrated marketing plan is proposed and potential measures are outlined. The bibliography cites 12 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEbillabong1.rtf
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Unformatted sample text from the term paper:
as serve existing customers and market, selling products with which the firm is already associated. This can be achieved by developing a new product built in existing competences; surf classes
and undertaking a strategic alliance with Weight Watchers. 2. Project Management Team The project management team1 will consist of a project manager who will be responsible for the overall
running of the team, a team member to negotiate with Weight Watchers in order to develop the strategic alliance and undertake the management of the ongoing relationship once the alliance
is established. The team will also need two marketing members, to organized media coverage and organize the marketing campaign as well as the field work that will be undertaken, the
most effective form of marketing is face to face, so as well as the media there will be benefit developing a marketing campaign where there is personal contact with Weight
Watchers members (Kotler and Keller, 2008, Kotler, 2003). The team will need some administrative support, which may be provided by existing employees. These tasks may be undertaken while the team
members are undertaking other work, but in order to be successful it is essential that they have sufficient resources, including time which is set aside specifically for the management of
this project (Boone and Hendriks, 2009). 3. Marketing Plan The marketing plan will make use of the existing brand images, duel branding
with Weight Watchers to ensure recognition of the alliance and use a range of associative and aspiration image as these can be seen as motivating potential purchases (Hooley et al,
2003). The basic framework will be the use of an integrated marketing campaign. Integrated marketing communication is a term commonly used but there is not standardized definition, for example, if
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