The purpose of this analysis is to determine the marketing objectives and develop a marketing mix based on this paradigm. The ways to develop the right campaigning message are explained in detail in this analysis. As a first step SMART objectives are set to develop a marketing campaign.
The marketing objectives for this campaign
Increase the number of childcare membership by 10% for the first fiscal year.
Develop and gain consumer patronage with superior services quality and design the cognitive development of the child.
Make LuxChild a household name when it comes to providing childcare services.
Increase the referral rate of the services by 15% per quarter.
From analysis, it is understood that there is a mandatory need to study the STP framework to develop a marketing mix.
It was previously determined that there are three kinds of segmentation that will be done in the case of this particular Day Care centre. It is the working hour parents, part time working parents and shift working parents. There should be flexibility in packaging.
Maximum profits will be garnered by the full time programmes (Kotler and Armstrong, 2010). Hence upper middle class and middle class parents where both the parents work will be the main target.
The target markets are the middle income socio economic gender. The parents are both working and they want their child to gain socio-cognitive development in the Day Care programs as well. Hence this will be targeted (Wilson and Gilligan, 2012).
The product will be positioned as a service centre that would provide the child with educational development and social skills while the parents are away at work. Maximum value for the money will be the positioning strategy of the company. Based on this paradigm the marketing mix strategy will be formulated.
Day care is based on the service offering to the consumers. It is based on the quality of care that is provided to the consumers. There is a lot of dependence on the intangibles in the case of day care services. In the previous situation analysis, the feasibility of running a child care centre was analysed. Tim and Amelia Kid were determined to run the business. It was deemed that the rising number of parents returning to work after childbirth would lead to more need for the Day Care services. The previous analysis suggested that there is a lot of need in Australia for day care related services for the children. The company that would have the right marketing mix and marketing campaign would sustain in the dynamic markets. In this case the marketing should be about the service marketing campaign for the company to reach out to the target consumer base.
新西兰论文代写Advanced Thesis网站平台是一家论文代写信誉高的留学教育机构，其中有24小时专业客服为留学们提供随时在线咨询服务，还有一些硕士论文代写、paper代写、essay代写、assignment代写等论文服务，新西兰论文代写Advanced Thesis 会以专业认真的教学态度来帮助留学生们完成学业目标，从而顺利拿到专属自己的学位证书！而且以上提供的论文范文，未经授权任何人不得私自转发，如有发现将依法追究其法律责任！