Marketing Plan This Marketing Plan Is Based

Marketing Plan

This marketing plan is based off National Emergency ID (2011) who coined the idea of having tattoos for children in case they need to call their parents or for someone to contact them if he or she should get lost. A person is able to grasp ways in which understand what the current market is for this particular product as well as the company itself. Furthermore, one will understand the competition, marketing strategy and mix as well as the necessary controls needed.

Situation Analysis A. Background on Organization

The background of the organization is important. "Child Safety Tattoo" was invented to meet the needs of its consumers by helping parents to become at ease with what is going on in the world in regards to criminal activity. After hearing much concern from parents who have to deal with predators on a regular basis who want to snatch away their loved ones; one can become proactive in order to help the child to learn his or her number, or to have someone that is trustworthy contact the parents on their behalf to make the phone call for them. B. Market Needs

The marketing needs are important when it comes to child safety. Since criminal activity continues to increase, then so does the need because of it. People want to know that their child is safe when he or she is at school or at a friend's house. This will help parents to become at ease, and if he or she knows their number, or if anyone sees it when the child is lost, then the parent is relieved to know that everything is okay with him or her. Eventually, a number of companies will catch on and come up with some other means in which to meet family's needs by coming up with something with safety in it, which will make it a huge product in major demand for consumers to purchase.

C. The Market

1. Market Demographics

The market demographics consist of married and single parents who are seeking ways in which to keep their child safe. These range from age fifteen to sixty five from all backgrounds and cultures.

2. Market Trends

Current market trends are worth mentioning. "In the market of 0- to 5-year-olds, competition with imports is very strong and the birth rate is dropping in most of the western world" (Baby Shop Magazine, 2011). Additionally, "today's family dynamic is the increased presence of the father and his involvement in child rearing" (Baby Shop Magazine, 2011). Five basic attitudes are prevalent among parents and their children. They prefer a product that has "mobility, autonomy, respect, celebrations and parties and today's generation is the cosmic generation" (Baby Shop Magazine, 2011). 3. Market Growth

The market growth is worth noting when it comes to child safety. For example, since parents desire for their child to stay safe, they will do anything possible to make it happen. Not only that, but since there are more than 7 billion people in the world, a mother or father has to seek ways in which to make him or her feel safe in any environment. This means that an individual and in any location the child is at, the parent will want to know if he or she is okay by making a simple phone call, or to find out if something needs done to remedy any situation that could have occurred without him or her present. Through these efforts, much growth is possible. 4. Microenvironment D. The Company 1. Mission

The mission of Child Safety Tattoo is to have an alternative to safety by protecting children from strangers. He or she will feel empowered by knowing their home phone number to contact their parents or to have a trustworthy individual do it for them if he or she cannot read. Through this, mothers and fathers will feel relief knowing that their children are safe. 2. Product/Service Offering

The product that is offered is that of a tattoo that is much like a wrist band. A person is able to stick on their child on their ankle wrist or shoulder. The individual is able to have up to twenty, thirty or fifty available upon purchase on the Internet. 3. Positioning

The positioning of this company is located in New York, New York. This is in order to reach millions of individuals at once, and make it easier to reach more on the World Wide Web for the use of mass marketing efforts. 4. SWOT Summary: a. Strengths

Here is the strengths for Child Safety Tattoo Company. These include location mass marketing efforts, location, creativity, and the opportunity to become a global phenomenon in order to reach the needs of parents worldwide. b. Weaknesses

The weaknesses are important. For example, the organization is not reaching those that are thirteen years of age or younger. They are most likely using poor management skills and having a high turnover rate. Each of them is not keeping up with supply and demand well; therefore, not coming up with additional products or substitutes to stay current with the trends available. c. Opportunities

The opportunities are as follows. For example, a person can make a plethora of tattoo stickers for their children. He or she can also have a creative arts team in designing a variety of them that are available to put on the market. Furthermore, the marketing team can use a worldwide effort and go to other markets that have never heard of it by using differentiation. An increase of revenue will occur because of it. d. Threats

Many threats are possible. A number of child safety seats are available for parents to purchase that are on the market today. Furthermore, all retailers that make children's products are those that can become extreme competition. The Internet can become a threat because of how many companies utilize it on a regular basis. e. Trends

"Under 1/3 of all girls in the United States will get pregnant in their teenage years" (Pregnant Teen Help, 2011). At least 750,000 teenagers get pregnant every year. Nevada is considered the highest rate of teenage births in the United States. 24% of those that are unmarried teenagers that have children. 67% of teenagers will have a child before graduating from their local high school (Pregnant Teen Help, 2011). Many of them end up in poverty; whereas, "billions of dollars are spent taking care of teenage mothers, and milliosn of dollars are spent in prevnetion programs" (Pregnant Teen Help, 2011). 5. Historical Results

The teenage birth rate is an increasing issue that did not begin to become a major issue in society until the 1980's to the present. This is due to the fact that God is not allowed in the school setting which makes it to where morals are becoming obsolete (Pregnant Teen Help, 2011). E. Competition 1. Direct Competition

A number of competitors are available at this time for child safety tattoos. A number of companies do this, such as SafetyTat, My Precious Kid, WhoTats and so forth. At least fifty organizations or more exist that are in direct competition with "Child Safety Tattoo." 2. Indirect Competition

For those that "Child Safety Tattoo" has indirect competition with is worth noting, so that they can figure out ways in which to handle what other industries are out there. These include those that are with hospitals and the government.

Section III: Marketing Strategy A. Value Proposition

Here is my proposition for the value of my product. I recommend that "Child Safety Tattoo" do the following. We offer not only tattoos for children but that it is also available for older adults who are age 65 on up. However, with this differentiation, no one could compare the value of having it available for all ages.

B. Critical Issues

The critical issues are worth mentioning. Many will question the integrity of having it available to those who are elderly when many of them are in nursing homes or having home health care. The media will notice that customers and a number of people might become disinterested because they thought it was only for children. As a result, the demand may increase because of the possibility that the non-market issues were not thoroughly addressed well enough when the company was established.

C. Financial Objectives

The financial objectives are important with "Child Safety Tattoo." One, the customer needs to have the product at the fair market price. Two, the company will stay current and price according to economic trends. Three, the organization will consider what is needed in order to get the product sold without breaking any kind of marketing objectives in the process.

D. Marketing Objectives

The marketing objectives are crucial. We as a company will pay attention to the supply and demand of our tattoo and adjust prices and demand accordingly. Focus groups will occur when considering adding new products to our line. Our organization will pay attention to what consumers are wanting and develop new products based off their responses. Everything that is done will take place with high ethics and according to the economy and market price at that time. E. Target Market Strategy

The target market strategy is to advertise in schools, colleges/universities and with online institutions. Furthermore, billboards and local newspapers are also used as well as using search engine optimization articles on the Internet as a means of reaching as many families as possible. F. Messaging

Each message that is portrayed is important. The main one is as follows. "Child Safety Tattoo: We are here to meet your needs no matter what age." All of what is used is done with much professionalism and ethics. G. Branding

The branding is crucial. We will have the abbreviations of CST in capital letters and the small words in between them that has our company logo on it. Through this, we are not infringing on copyright laws and no issues arise because of it.

Section IV: Marketing Mix

A. Product

The product is that of child safety tattoos for those that are seeking to protect their children as a means of making sure that they get home safely from school and in hopes to prevent them from going with strangers. Furthermore, the company will advertise a means of having it available for adults who are age 65 or older because they are likely to forget their number as well.

B. Pricing

Each tattoo will have the starting price of $2 and as much as $5 depending on the size. If inflation does occur, or the economy has a recession, then prices are subject to doubling in order to keep up with current trends. C. Promotion 1. Advertising

The advertising is a global market to those that have children or have parents and those that are elderly. One will use any means possible to get word out about the company and the product line that is available. This is an indication that one can use the Internet, billboards, newspapers and commercials' in order to let others know how great the product is for everyone to consider purchasing in the present. 2. Promotion

These are the ways in which company can promote the product. This is done as a means of placing ads in newspapers, social networking sites and by using flyers and through giving public demonstrations.

3. Direct Marketing

With direct marketing efforts, the company can do a number of things. He or she can use word of mouth, flyers and brochures. They can have coupons available where a family can buy one tattoo and get the other for free or half off.

4. Public Relations D. Service

The services that are available for PR is worth mentioning. One can go to various events and advertise through these means. They also are available for dealing with both non-market and non-market issues that arise. These individuals will oversee the marketing department but both will work together in making sure that policies and procedures followed with high ethical standards. E. International Markets

The markets that could get reached are China, India, or any highly populated country. However, those countries that are of not as dense could later become considered as well. F. Implementation Schedule

These would get implemented as a means of months and years. The first location is that of the United States in the heart of New York. After a couple of years, China is considered and then later India. After that India, and then the company can decide from there what other markets to reach with this products.

Section V: Financials

A. Sales Revenue

Sales revenue is assessed in a number of ways. First, the company will add up daily what has happened locally in the store and online. Second, the organization will take a look at what has occurred in the other markets that are served, if this is in place. Third, at the end of the week, the firm will total up sales. Last, at the end of the month, the company will look at overall sales and make decisions from there. B. Product Sales Revenue

This is the same for part A because nothing is different from A to B.C. Channel Sales Revenue

The company will look at what sales are made with various channels that help assist in making the tattoos for each day, week and month business is done. D. Profitability