Marketing Plan Essays (Examples)

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Marketing of New Products

Words: 2034 Length: 6 Pages Document Type: Essay Paper #: 67971986

Company and Product Overview
Herschel Supply is a Vancouver-based company that specializes in backpacks and similar items. The company was founded in 2009 and has become quite trendy, experiencing strong growth since that time (Herschel Supply, 2017). They now sell in the US, Hong Kong, Australia, New Zealand and more, in addition to their home market. Herschel products are sold at a premium, and are known for their simple, elegant styling, and sturdy construction.
The company is now planning to expand its product line into suitcases. This is a natural extension given the current flagship product is backpacks, and the company already produces smaller travel bags. Launching a line of suitcases would give Herschel not only a natural extension, but access to a large market. The suitcase business is highly competitive, but there are no brands that have the same brand image and attributes that Herschel brings, so executives believe…… [Read More]


Cheng, C., Chang, M. & Li, C. (2013) Configural paths to successful product innovation. Journal of Business Research. Vol 66 (2013) 2561-2573.

Cooper, R. (1994) New products: the factors that drive success. International Marketing Review. Vol. 11 (1) 60-76.

Cooper, R. & Kleinschmidt, E. (1995). Benchmarking the firm\\'s critical success factors in new product development. Journal of Product Innovation Management. Vol. 12 (1995) 374-391.

DeBenedetto, C. (1999) Identifying key success factors in new product launch. Journal of Product Innovation and Management. Vol. 16 (1999) 530-544.

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Social Media Strategy for Marketing

Words: 1762 Length: 5 Pages Document Type: Essay Paper #: 65303552

Social Media Strategy
Executive Summary
This document outlines the social media strategy to promote an e-book as part of an inbound marketing campaign for a B2B software company. The company has some data on its target audience and their social media usage, and this information is helping to drive this strategy. The strategy will be focused on lead generation and ROI objectives. There will be a mix of unpaid social media posting, and paid social media ads, with the objective to generate interest in, and entice the downloading of the e-book. The form for the download is where the leads will be collected, and this will form the basis for the evaluation of this particular social media campaign.
Social Media Strategy
The purpose of this social media strategy document is to outline the external social media strategy for the company. This document will cover the following: social media platforms, target…… [Read More]


Hubspot (2018) What is inbound marketing? HubSpot. Retrieved April 1, 2018 from

Parker, S. (2018). Snapchat for business: A guide for marketers. HootSuite. Retrieved April 1, 2018 from

Perez, S. (2018). What\\'s App officially launches its app for businesses in select markets. TechCrunch. Retrieved April 1, 2018 from