Mar com marketing plan trimtek (final for review)

Running Head: MARKETING PLAN TEAM ASSIGNMENT 1

MarCom Consulting's Proposed Marketing Plan:
TrimTek by Ginger.io

Kristen Bryer

Magnus Frazer

Diahanna Garcia

Chi Lap Hon

University of Maryland University College

Dr. Philemon O. Oyewole

AMBA 650-1311

September 11th, 2012

MARCOM'S MARKETING PLAN FOR TRIMTEK BY GINGER.IO 2

TABLE OF CONTENTS
1.0 Executive Summary
2.0 Situation Analysis
2.1 Mission
2.2 Product or Service Description
2.3 Value Proposition
2.4 SWOT
2.5 Critical Issues
3.0 Market Analysis
3.1 Macro Environment
3.2 Market Size and Growth
3.3 Market Trends
3.4 Target Market Segments
3.5 Customer Analysis
3.6 Need Analysis
3.7 Competitive Analysis
3.7.1 Direct Competition
3.7.2 Indirect Competition
4.0 Strategy
4.1 Marketing Objectives
4.2 Financial Objectives
4.3 Positioning Strategy
4.4 Product Strategy
4.5 Price Strategy
4.6 Distribution Strategy (Direct and Indirect)
4.7 Integrated Marketing Communications Strategy
4.8 Branding
4.9 Marketing Research
5.0 Financial Analysis
5.1 Break-Even Analysis
5.2 Sales Forecast
5.3 Expense Forecast
6.0 Implementation and Control
6.1 Implementation
6.2 Controls
6.3 Marketing Organization
6.4 Contingency Planning

APPENDIX I
APPENDIX II


1.0 Executive Summary

MarCom Consultant's objective, for the purpose of this proposal, is to present Ginger.io with a

uniquely innovative marketing plan for their new product TrimTek. TrimTek enhances the company’s

current value by incorporating Ginger.io's existing health technology/ self-quantifying services with

weight loss management functions.

TrimTek financial analysis reveals that the first year the company will break even and meet

Ginger.io's market objectives to be the market share leader within three years of product launch. Positive

trends within health and weight loss industry, the availability of smartphone and mobile data technology,

extremely supportive evidence that both Ginger.io's market objectives and financial objectives will be met

by utilizing MarCom's market strategy, result in important gains for Ginger.io's current stakeholders and

encourage the support of strategic business partners and future investors.

MarCom's marketing plan highlights Ginger.io’s mission and commitment to innovation through their

new product. TrimTek's value proposition is in the mobile biometric reporting features, the ability to

analyze user behavior and critique progress, and provide HIPPA regulated reports to medical team.

MarCom's SWOT analysis reveals a global technology corporation with a brief public business history,

positive market trends in both health and weight loss, and mobile technology in TrimTek's global target

market groups, and all potential marketplaces. With the global market growing to a projected $586.3

billion by 2014, MarCom's plan has strategically included steps to target the American, European, and

Asian markets.

Critical issues MarCom has identified in the development of this proposal will enable Ginger.io

to have the competitive edge on new market competition, a change in market trends, or a possible re

engineer of product functions based on customer feedback.

MarCom's break-even analysis illustrates a strategic price strategy that integrates Ginger.io's financial

objectives minus their identified fixed costs, and TrimTek's application market position in each of the

three global marketplaces. MarCom's total market analysis provides a break-even bottom line, 17,500


application options will need be purchased at twenty USD per download during the first twelve months

after launch. MarCom supports an IMC strategy to manage media dispensed to customers. Alignment of

advertising from MarCom and Ginger.io's internal channels with external media outputs will ensure a

solid brand and facilitate corporate awareness of external media communications surrounding TrimTek.

Integrated communications will incorporate technology based and traditional advertising. TrimTek will

benefit from advertising to both target groups- medical professionals and potential users, from a global

perspective.

Implementation of the MarCom strategy will accomplish Ginger.io's market objectives.

Contingency plans and controls are available and strategically designed to realign the market to TrimTek

if necessary.

2.0 Situation Analysis

2.1 Mission

The vision of MarCom Consulting is to offer a true product unique to our customers’

biological needs. We strive to create an analytical health assessment to optimize our customers’

weight loss goals and overall health. As a team member to our customers’ health team, we are

committed to our clients and investors in pioneering the weight loss industry by educating and

giving health control to our clients.

1.1 Product Description

MarCom Consulting is proposing Ginger.io a new technology that would supplement the

company’s product offerings and added value to stakeholders; this product is called TrimTek.

TrimTek allows healthcare providers to invite patients seeking to lose weight to install the

Ginger.io mobile application on their smartphone.

The way this application works is by runs in the background of the phone collecting passive

(phone sensor) and active (patient-reported outcome) data. With the patients’ consent, the data is

securely displayed on a HIPAA-compliant web dashboard for healthcare providers and


researchers. The existing product line will incorporate a new feature to monitor weight loss for

the application that opt in to this feature.

The weight loss option will track patient reported food intake, calculate approximately

the amount of calories burned with patients’ self-reported daily activities and collected by phones

internal sensors. Information from the weight loss option will sync with the daily biometrics

included in the existing product and provide quantitative feedback to users and their physician to

safely and accurately track weight loss. The innovation to incorporate biometrics into the efforts

to maintain a weight loss program will ensure the best possible results tailored to the individual.

2.2 Value Proposition

MarCom's value proposition to Ginger.io is that their customers will be provided with all

tools necessary to be successful in their healthy weight loss program. The weight loss option

incorporated into the existing Ginger.io application gives a complete real time analysis to all

biometrics while incorporating essential data targeted toward weight loss. The weight loss option

will provide self-awareness of unhealthy current habits and determine what changes are

recommended.

Most market products are applications that monitor weight loss only, provide a fraction

of self-reported tracking available in Ginger.io, and incorporate no internal sensory input or daily

biometric surveys.

2.3 Strengths, Weaknesses, Opportunities and Threats (SWOT)

Weight management mobile applications are popular. Lose it and Diet Assistant is two

popular weight management applications allowing the customers to manage their daily diet intake

and fitness schedule.

• Strengths

o The product offers new technological approach to lose and manage weight


o As an organization manned by 7 employees with a short corporation history, the

organization would be less formalized and having the organic organizational structure

design. The organization would be able to quickly implement any new creative program.

o The organization might have relatively less operational expenses because of its flat

organizational structure.

• Weaknesses

o The organization has a short business history, many financial institutions and business

partners might be unwilling to finance their operations.

o The organization has not been selling many high profile software applications similar to

those offered by Microsoft Corporation. Many potential customers might not be aware of

the brand identity of the products.

• Opportunities

o Market research indicates that many mobile applications users are interested in the weight

loss applications allowing them to receive the data dependent advice from the

applications.

o Many health insurance companies were unwilling to finance the policy holders to

participate in weight loss programs.

o Many weight loss program perceived that their programs were ineffective.

One weakness of the weight loss surgical procedures is that one-fifth of all

patients might experience the post-surgical intervention complication.

• Threats

o Research indicated that the environment was not favoring the developers of the weight

loss mobile applications. Many potential customers were dissatisfied with the behavioral

modification strategies used by the applications.


o Oracles and other software developers encouraged the mobile to design their mobile

applications. An author suggested that many potential mobile applications would be

carefully evaluate these mobile applications.

2.4 Critical Issues

Ginger.io is still in the speculative stages as a startup organization. Its critical issues are:

• Take a modest fiscal approach within the first year and expand the weight loss application at

a reasonable rate because it will be the right economic strategy

• Build brand awareness, develop brand equity and increase the customer base

• Establish the weight loss app as a market leader in 3 years

• Downscale if needed and adjusted the business model based on market response

3.0 Market Analysis

1.1 Marketing Objective

MarCom Consulting recommendations are twofold: 1) to gain market share from weight

loss applications competitors in the market today and 2) grow to become the leading mobile

weight loss app in the world. Our target is to be number one in 3 years.

1.2 Market, Size & Growth

The macro-environment encompasses identifying trends. Quantifying the macro external

environment of the TrimTek application will include analyzing the political/legal, economic,

social and technological environmental factors.

• Political Environmental Factors

o Ginger.io as an organization will have to be aware of the technological policies

domestically and globally in order to avoid violating government regulations with regard

to offering a health app on a mobile device

o adhere to HIPPA regulations in terms of people’s personal health problems being

accessed across a technological medium


o The tax and legal issues involved in securing a patent for the app including how many

years until it is replicated by potential competitors

• Economic Environmental Factors

o Ginger.io has to take into consideration the recession affecting our potential buyers and

whether they will have enough discretionary income to purchase and see TrimTek as a

need

• Social Environmental Factors

o Population demographics are a key element in the success of TrimTek. Taking advantage

of areas where the applications can fulfill a need and provide value is critical.

o Changing people’s attitude about their weight could drive the products need.

o Offering a social responsible agenda as a company will create goodwill among our

customers

• Technological Environmental Factors

o Ginger.io will have to be aware of the emergence of new competition in the

technological market place that could potentially have a negative impact on market share.

3.1 Market Trends

The total global weight loss market is expected to be worth $586.3 billion by 2014. The

market has a compound annual growth rate (CAGR) of 10.9% from 2009 to 2014.

TrimTek will operate under the devices and accessories market segment, in which the market will

be worth almost $200 billion by 2014. Our objective is to not only gain some of the devices and

accessories share, but become the market leader by growing exponentially in 3 years. The U.S. is

the largest geographical segment and is expected to be worth $310 billion by 2014. The next

largest segment is Europe, which has a CAGR of 10.9%. TrimTek’s global potential growth is

phenomenal based on the industry’s incline and Ginger.io’s marketing plan is positioned to be the


weight loss application market leader by 2015. Our objective of 50% market share can be realized

based on the global response for weight loss solutions.

3.2 Target Market Segments

3.3 Customer Analysis

The potential customers of our products will be the American and European markets who

perceived the need of using our mobile application. National Center of Health Statistics suggested

that 90.5 million Americans are obese. And the European Association published in the Study of

Obesity Childhood Obesity Task Force, among 74 million children and teenagers, 14.1 million

children and both obese and overweighed, and 3.8 million of them were obese. Additionally,

among 664,199,000 European adults, an author suggested that more than 15% of them were

obese. The approximate population is 99,630,000.

3.4 Need Analysis

Obese customers have other socio-demographic, parental, biogenic and psychological

characteristics. Approximately 41% of them might be older than 20 years old, and 10% of their

parents might be working 10 additional hours in their workplaces than those of their non-obese

peers. They might likely be having the lactose intolerant problems and borderline personality

trait. Many scholars suggested that the many obese individuals might resist the appearance of the

costly intensive behavioral counseling intervention programs due to their concern with the

disposable income limitation. Other scholars suggested that many people having strong food

supplement, healthy diet and routine life health belief tended to maintain their body mass index

well. However, many people having the external locUnited States of control and strong healthy

risk taking trait tended to be obese.

Other scholars suggested that other factors would lead to many people having the obesity

trait. They suggested that the unsafe community environment, the poor access to healthy food

choices and the available of many fast food restaurants would be three other obesity leading

factors.


3.5 Competitive Analysis

TrimTek’s competition consists of companies that support weight loss in the United

States and internationally where Internet, smartphones and tablets are accessible.

All of TrimTek's market competitors possess all of the following characteristics:

• Weight loss oriented

• Online interaction

• Self-reported/ self-quantified data entry

• Availability of a mobile device application

TrimTek's market competition consists of five weight loss companies that make up a

majority of America's 60.9 billion dollar weight loss: Weight Watchers, Jenny Craig, MediFast,

Nutri -System, and Alli. Approximately 38% of the total weight loss market is technology based;

this is where TrimTek's target market is located. MarCom has the potential to establish 23.1

billion dollars in Ginger.io's total growth potential if TrimTek were alone in the U.S. market.

MarCom recognizes the success of TrimTek’s competition in offering consumer based products

and identifies this as a potential area for growth in the future. Currently, TrimTek does not offer

any additional consumer related products that would give TrimTek a comparable advantage over

the market. MarCom identifies the possibility of following the competition's lead and develop a

plan to produce health food products, packaged food, or host personal meetings in the future to

grow in the U.S. market.

3.5.1 Direct Competition

TrimTek targets the weight loss and health in the U.S. In this market, the for profit direct

competitors are Jenny Craig, Weight Watcher, Nutrisystem, Medifast, and Ali. These competitors

have technological capabilities that TrimTek will develop and advance beyond the current

capabilities that these competitors are offering. In the table two, TrimTek competitors’ strength,

weaknesses and offerings are described



Personal trainers, surgical intervention and commercial fitness program providers would

be considered as three examples on indirect competitors. These indirect competitors, if ignored,

would erode our potential market shares. Personal trainers and commercial fitness programs

might offer United States customized weight management programs that reduce the dependency

of many other programs.

Market Share Graph


4.0 Strategy
4.1 Marketing Objectives

4.2 Financial Objectives
MarCom financial objective makes the assumption that the price of the software app

would be $20 and the cost of programming the software would be $5 per hour. MarCom

Consulting will need 10 employees working 30 hours weekly to support the operations. It will

also lease two offices with the annual rent and utility costs of $18,000. The employees would be

provided with the computer equipment with the amount of $6,000. For example, table 3 shows

three scenarios that can impact U.S. business cycle change on the budget. The net income

scenario analysis suggested that the firm should expect to receive the net income in the range of

$-8,000 to $36,000.

(Table 2) One year sales forecast
Month Sale
January 50 $10,000
0
February 62 $12,500
5
March 50 $10,000
0
April 62 $12,500
5


May 50 $10,000
0
June 50 $10,000
0
July 50 $10,000
0
August 62 $12,500
5
September 50 $10,000
0
October 50 $10,000
0
November 50 $10,000
0
December 62 $12,500
5

(Table 3) One year Income Statement
2012 (Normal) 2012 (20% more profitable)
Sales Revenue 110,000 132,000
Expenses
Labor costs 72,000 72,000
Operating expenses 24,000 24,000
Net Income 14,000 36,000
2012 (Sales volume is 20% less than expected)
Sales Revenue 88,000
Expenses
Labor costs 72,000
Operating expenses 24,000
Net Income (8,000)

4.3 Positioning Strategy
• Product: The product will offer new innovative features that include: a food intake tracker,

amount of calories burned, sync with daily biometrics and quantitative accurate feedback for

physicians. The biometrics feature will separate TrimTek from the competition by providing

the best possible results tailored to the individual user. The HIPPA-compliant web dashboard

for healthcare physicians will also ensure that TrimTek will pioneer efforts with regard to

patient safety and weight loss applications.

• Customer: Health conscience 18-50 years old are both the target market for weight loss and

smartphone usage on a global scale.


• Service: Our service will ensure that users have access to all the latest technology and updates

via our website and various enhancements with regard to the medical reporting function and

interactive features that involve smartphone internal sensors, and self-quantifying tips and

support.

By offering a superior technological application, being pro-active in product positioning and

focusing on access to enhancements, TrimTek will excel relative to the competition.

4.4 Product Strategy

Downloading the Ginger.io application TrimTek for medical or as a personal overall health

tracker is beneficial to our customers and their physicians. The existing product line, Ginger.io,

will incorporate a new purchasable option to TrimTek.

Packaging for the TrimTek product will be an e-mailed product code registration key

needed to access the option the first time the customer logs on. The e-mail "Welcome to

TrimTek, from Ginger.io" will include the length of subscription, purchase information, and

renewal date.

TrimTek warranty information from Ginger.io is the same for all Ginger.io products.

TrimTek does not provide any refund of purchase but does allow customers to cancel

subscription at any time for a pro-rated refund directly deposited to payment account or credit

card. Ginger.io is counting on the flexibility of the subscription to generate the most downloads

by the targeted market.

4.5 Price Strategy

• TrimTek’s Price Model

The pricing objective of maximum market share will give TrimTek the highest sales

volume, lower costs from virtually no distribution related expenses and a highest run profit

for the duration of the anticipated lifetime of TrimTek weight loss application.

• Pricing based on TrimTek' Market Position


Due to TrimTek's innovative nature, the products market position from a market share

perspective is positive and optimistic. There is a demand for a technological based

application for smartphones.

• TrimTek Distributers Effect on Price

TrimTek is a downloadable application that is packaged entirely online and via email.

There are no distribution costs to Ginger.io, the application can be available to customers

immediately following the completion to all existing Ginger.io marketplaces internationally.

The cost of technology for research and development, application technology updates and

application service providers are minimal due to the technological culture of Ginger.io, an

entire new staff and training will not be necessary at the time of product launch; therefore,

not effecting the cost of the application out the door.

4.6 Distribution Strategy (Direct and Indirect)

T here are many weight loss applications that are accessible through the customers’

smartphones and tablets and it can be difficult for TrimTek to standout; therefore, executing a

distribution strategy that allows for the product to reach our customers effectively without

customers’ selecting alternative services is essential for the success of the application.

The distribution channels must be web focused and advertisement through related venues such as

medical offices, gyms and pharmacies; also sites like WebMD and Mayo Clinic are also great

channels to distribute TrimTek. Furthermore, another way to distribute TrimTek’s services is by

using search engine marketing (both organic and paid search), online ad campaigns and ongoing

online publicity to gain clients all over the world. This distribution strategy also gives TrimTek a

more compelling value proposition: operational efficiency. The internet distribution model has

been extremely successful and the following distribution strategy proposition will also consist of:

• Channel Level:

o 0-level


o 1-level

• E-commerce Marketing

o Mobile-Commerce

• TrimTek must partner with organizations that already have access to prospective clients.

• Services customers subscribe to

• Organizations customers belong to

4.7 Integrated Marketing Communications Strategy (IMC)

The overall IMC strategy is to develop an identity for Trimtek. The result is to yield

exponentially higher results than the sum of individual communications executed separately.

• Advertising

o Appearing in major trade press magazines to gain recognition,

o advertising on the Internet and social network sites like Facebook and Twitter

o various health publications.

Our advertising budget of $35,000 should cover the different mediums along with the

direct marketing approach.

• Direct Marketing

o Direct mail – sending brochures to the targeted market segment in the U.S. only

o Radio advertisement – place a 30 second advertisement in the morning and

evening when most people are in their cars listening to the radio

o Print advertisement – print media are placed in physicians’ offices

• Public Relations

Three public relation department functions are brand and reputation assessment, brand

image building and brand corporate responsibility audit. Supporting community events and


donating the sales revenue to one obesity research organization would be two potential public

relation activities.

4.8 Branding

The Branding strategy that TrimTek will adopt includes establishing ourselves as experts

in our field of weight loss applications and utilizing our logo. Our logo needs to be visible as

much as possible especially at major events and eventual entry into the global market. This

strategy should influence our operation and ensure consistent brand behavior in the market place

and consistent brand experiences for the customers.

Our brand positioning statement is “for weight conscious individuals, TrimTek is the

only mobile application that offers superior biometric and quantitative feedback information by

utilizing our innovative technology and customizing it for customers.

The logo will appear every time the application is accessed which should attract all demographics

and be instantaneously recognizable in the marketplace.

4.9 Marketing Research

Since the TrimTek option interface is different for medical professionals and users there

is a need for two different market research approaches required to gather quantified market data

from both intended groups.

MarCom will target these three groups on an international level for market research:

• Non Ginger.io customers new to TrimTek

• Ginger.io users New to TrimTek

• Medical Professionals

MarCom can utilize Ginger.io existing application loyalty trends and application

utilization statistics to determine the rate of growth within the potential international market. The

combination of existing Ginger.io market data and MarCom's market research survey will cut

marketing costs and eliminate market over saturation and redundant marketing efforts while still

reaching a large potential market to identify the correct target market groups for TrimTek.


5.0 Financial Analysis

5.1 Break-Even Analysis

The factors for the break-even analysis approach on this product are fixed costs that

include salaries, office expenses, building lease, market research and advertising which add up to

$210,000 a year. The different variables calculated include; selling price, units sold, revenue, cost

per unit, variable costs and fixed costs. To break even, Ginger.io must sell 17,500 units per year

at $20 per download. This will equal 1,458 apps a month which the company can accomplish

considering the global approach.

Based on the marketing strategy in place, MarCom is 100% confident that the goal of

earning 10% market share in the first year will be realized. With growing profits, the potential to

surpass the market leader in five years is also realistic. The company can sell in excess of 30,000

apps a year which will earn about $180,000 in profit. Marketing conditions have to remain

favorable in order for maximum profits to be met consistently.

(Fig. 2)


5.2 Sales Forecast
(Table 4) One year sales forecast
January 2,00 $40,000
0
February 2,50 $50,000
0
March 2,00 $40,000
0
April 2,50 $50,000
0
May 2,00 $40,000
0
June 2,00 $40,000
0
July 2,00 $40,000
0
August 2,50 $50,000
0
September 2,00 $40,000
0
October 2,00 $40,000
0
November 2,00 $40,000
0
December 2,50 $50,000
0

5.3 Expense Forecast
TrimTek marketing plan includes the communications factors necessary to have a successful

product launch and campaign. Through Research, communications, sales promotion, direct marketing,

promotions, other advertising, and public relations the company would reach the goal of reaching its

intended customers. The expense forecast (Table 5, appendix II) presented, in essence, it will objectify the

each cost associated with the marketing strategy the first year of TrimTek’s market release.

6.0 Implementation and Control

6.1 Implementation
The following milestones identify the key marketing plan programs. It’s important to accomplish

each one on time and on budget. Our goal is to gain traction in the first year (2013) with 10% market

share and let that momentum take us into the second year (2014) with 40% market share. By the third


year (2015), the product should be in the market leader stage based on our implementation that is

outlined.

Timing and Budget of Implementation Marketing Activities

(Table 5)
January Research and Direct $4,600
Marketing
February Research and Direct $2,530
Marketing
March Promotion $900
April Promotion $900
May Sales Promotion $1,000
June Sales Promotion $1,500
July Public Relations $1,400
August Public Relations $1,800
September Other Advertising $750
October Other Advertising $1,050
November Communication $50,000
December Communication $75,000
6.2 Controls

The goal of this marketing plan is to outline the strategies, tactics and programs that will

make the sales and marketing goals that have been outlined

(Fig. 2) Marketing Organization

6.3 Contingency Planning
• Take a modest fiscal approach within the first year and expand the weight loss app at a

reasonable rate because it will be the right economic strategy

• Downscale if needed and adjusting our business model based on market


APPENDIX I
(Table 1)
Competitor Offerings Strength Weaknesses
Jenny Craig Dieters who will do best Pre-packaged meals; on-site Does not offer U.S.
are those who want to counseling and meal pick up; customized meals for U.S.
lose weight without group meetings; at home customers with dietary
making special foods or programs needs; not a lot of variety in
counting calories. A one- meal plans; Does not teach
on-one counselor clients proper portion sizes
provides support for
someone who needs a
more personalized plan.


Weight The target dieter is Group support at locations A $39.95 per month fee is
Watchers someone who needs a and online; a point system vs. required, some clients may
more moderately priced calorie counting not have that type of
way to lose weight, paired disposable income; U.S.
with the comfort and customers has to carry a
support of a large group points calculator
to stay motivated.

Nutrisystem This is a diet program Program sells for $300-$350 No manufacturer guarantee
that’s based on pre- per month; offers varioUnited that the Nutrisystem dieting
planned meals, which are States plans that apply to plan will work for you; may
geared toward different different types of people; can be rather expensive for the
types of dieters, male and be easily and conveniently average consumer since it
female, young and mature ordered via the official costs over $300 per month;
website; you can choose from Other weight loss systems
at least 120 different meal and dieting plans sell for
options less.
Medifast This program is Purchased online or through The cost of food averages
considered a medically an authorized vendor/center; $300 monthly U.S. shipping
supervised, very low- offers free online support and when you purchase variety
calorie diet plan; program free health coaching through packages;
calls for one "lean and their Take Shape for Life
green" meal daily from program; offers programs for
your own food. seniors, vegetarians and
people with diabetes.

APPENDIX II

(Table 5)
TrimTek Marketing Budget Plan

Estimated Estimated Estimated
Category
Quantity Cost per Unit Subtotal
Research
Research firm fees 2 $2,300 $4,600
Web research 1 $1,100 $1,100
Independent research 3 $300 $900
Other research 2 $250 $500
Research Costs Total $7,100
Communications
Television 5 $15,000 $75,000
Radio 0 $5,000 $0
Web 20 $2,500 $50,000


Communications Costs Total $125,000
Sales Promotion
Memberships 3 $500 $1,500
Affiliations 2 $500 $1,000
Public Relations Costs Total $2,500

Direct Marketing
$23 $23
$2 $2
$5 $5
Direct Marketing Costs Total $30
Promotions
Product giveaways 50 $8 $400
Product discounts 300 $3 $900
Special offers 200 $3 $500
Promotions Costs Total $1,800
Other Advertising
Brochures (development and
5,000 $0 $750
production)
Mailings 15,000 $0 $600
Postcards 15,000 $0 $450
Advertising Costs Total $1,800
Public Relations
Charity events 3 $200 $600
Advertising 4 $200 $800
Employee promotions 6 $200 $1,200
Sponsorships 3 $200 $600
Public Relations Costs Total $3,200
ESTIMATED MARKETING GRAND TOTAL $141,430

APPENDIX II CONT.


(Fig. 3)

(Fig 1)


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