Applying: Safeguard Protective Clothing Manufacturers Bulletproof Vests

¶ … applying: safeguard protective clothing manufacturers bulletproof vests -- apply strategies • Definition marketing (U1 DB) • Introduction product/service (U1 DB) • Situation Analysis - marketing environment forces impacting product/service (U1 IP) • Marketing Strategy - target market(s) positioning (U2 DB & U2 IP) • Product/Service overview strategies (U3 DB) • Pricing Strategy (U4 DB) • Distribution Channels (U3 IP) You add Abstract, Introduction, Conclusion, Integrated Marketing Communications Mix, including: • Overview integrated marketing communications • Promotion Mix Strategy - explain a push pull strategy • Message Strategy - decide general message communicated target market promotional tools • Promotion Mix - choose (3) promotional tools (advertising, sales promotion, personal selling, public relations direct marketing).

Bulletproof Vests Plan Abstract The objective of this paper relies on discussing the importance of marketing strategies. The following pages focus on developing a marketing plan for a company that produces bulletproof vests. The introductory section is intended to identify the important aspects that this plan addresses. The paper continues with the analysis of the situation of the company, and with the presentation of the marketing plan. Introduction The marketing strategy is the factor that makes the difference between various product and services.

Although the quality of the product in case is required in order to create competitive advantage, it is the promotional strategy that attracts customers, that informs about the product's characteristics, and that determines the purchasing process. Therefore, the bulletproof vests addressed by this marketing plan require complex activities in the field of PR and marketing. Integrated Marketing Communications Mix This activity refers to coordinating and integrating the marketing communications tools, activities, and sources into a complex program in order to increase its effects and reduce its costs.

IMC also refers to customer relationship management with the purpose of improving customer experience. Promotional Mix Strategy In this case, it is recommended to focus on a push strategy mostly, with elements of pull strategy (Porter, 1998). This is because it is difficult to sell bulletproof vests in comparison with consumer goods, and it is even more difficult to increase sales of this type of product if the demand remains constant.

The push strategy is likely to focus on trade shows that refer to safeguard and protection, negotiation with retailers, and point of sale displays. The pull strategy is likely to focus on customer relationship management, and discounts. Message Strategy The message of the marketing campaign should focus on the high quality of the products. This is because in a field like security and protection, the quality of the products and services used in these activities are very important.

Customers on this market are interested in the quality of these products, rather than on low prices. Promotional Mix The promotional tools used in this marketing strategy are represented by trade show promotions, direct marketing, point of sale displays, advertising, customer relationship management, and sales discounts. Regarding trade show promotions, it is recommended that the company participates in several such trade shows regarding protection and security. The best way to address these shows is by making demonstrations about the bulletproof vests' abilities.

This represents a great opportunity to promote these products and to convince customers of their quality. Direct marketing should focus on developing catalogs. This is because such catalogs are useful in promoting the characteristics, the price, and other offers of the company (Jain, 2008). Point of sale displays are another useful tool that can be used in order to create competitive advantage (Dolak, 2010). Regarding advertising, it is recommended to purchase advertising space in magazines that focus on security and protection. This tool is also used by competitors.

Customer relationship management should also be included in the company's marketing strategy. This is because it is difficult to find customers interested in purchasing large quantities of bulletproof vests. These products are usually purchase by certain state's authorities, and by protection and security companies. It is also recommended to introduce sales discounts in the case.