Marketing Plan Phase 1

Marketing Plan Phase 1

Introduction

Anytime an organization launches a new product it must first complete its due diligence by creating an in depth marketing plan. Proctor and Gamble is faced with this challenge many times throughout the year with any new product launch. Failure to have a solid marketing plan in place could jeopardize the success of the new product and result in losses for the company. The first phase of this marketing plan will include an overview of the organization, a detailed description of the new product being offered and an explanation as to the importance of marketing to the organization's success. A S.W.O.T.T Analysis will then be applied to determine the strengths, weaknesses, opportunities, threats and trends the new product will face. Finally, a marketing research approach must be determined to develop the marketing strategy and tactics for the new product. If all elements of Phase One of the marketing plan and fully implemented the foundation for success will have been firmly planted.

Company Overview

In 1837, William Proctor and James Gamble began a family-oriented soap and candle company. Over the next 170 years, Proctor and Gamble (P and G) has grown and flourished, motivated by the company's reason of supplying goods and services and better-quality and value (Proctor & Gamble, 2008). P and G's products grew from soap and candles, to include everyday needs such as baby care items, cosmetics, household cleaners, laundry care, pet nutrition and prescription drugs. In any home around the country, a person is likely to find a P and G product such as Secret deodorant, Ivory soap, or a Gillette Fusion razor. P and G's products are also sold around the world, from Latin America to Asia to the Middle East.

In addition to being an innovator within the household goods market, P and G also invests in a few simple by key values: integrity, leadership, ownership, passion for winning and trust (Proctor & Gamble, 2008). P and G believe in building its organization from within by promoting and rewarding those employees whose performance merits it. Not only do P and G demonstrate care for its employees but also for its customers and communities. In 2006, P and G launched the Beautiful Lengths program, which promotes women to grow, cut and donate their hair to make real-hair wigs for women struggling with the hair loss that often comes with intense cancer treatment (Proctor & Gamble, 2008).

Description of New Product

The washer machine cleaner has a proprietary blend of ingredients that fights odor causing residues in a washer machine from calcium, grease, laundry soils, lime scale, detergents, soap scum, water hardness minerals and iron stains. The formula also removes dangerous molds and allergens that are secretly breeding in fabrics; left to breed allergens can cause health and breathing problems. Mold can cause health problems and consumer reports organizations have raised alarms about the health issues presented by the presence of mold in washers. Used once a month to prevent build-up the washer machine cleaner is formulated safely to and effectively clean all washing machines. The washer machine cleaner assists in the removal of odor causing deposits for a spotless and clean wash; it leaves a washer smelling fresh and clean. The proprietary blend is made with a powerful blend that tracks down the origin of the odor causing substances. The blend while being powerful enough to fight off most odor causing germs is nontoxic, biodegradable, safe for the environment, safe for the family, safe for septic systems and safe on all washer machine models. The blend is not only safe for all washer machine models but it also improves their performance and saves money on repair bills. With this washer machine, cleaner customers will feel more confident with fresh smelling clothes, towels, and linens.

Importance of Marketing

In order to market this product to the people who are most likely to purchase it there has to be some market research done. If the product is marketed to the wrong group of people our washing machine cleaner will not sell. If the team is targeting people who are stay at home parents then the team needs to advertise in things that they will be most willing to look at or read. This means that the team most likely will not advertise it in a hunting magazine. Since the product already has a market and other, people have done the research before the team can use their research to our benefit. If the team advertise