Running head: GGI MARKET PLAN
Measuring the Results of GGI's Marketing Plan
March 29, 2007
Measuring the Results of GGI's Marketing Plan
The Marketing team recommended ten major options for GGI.
1. a logo
2. a slogan
3. repackage products to an innovative reusable package
4. web store in Spanish
5. web store in English
6. Direct marketing
a. Musical cards
b. Post cards
c. E-mail
7. Advertise
a. Radio
b. Newspapers
c. Place product in TV shows and Soap Operas
8. catalogs
9. Partnership
a. Chase MasterCard/Visa
b. UNICEF
c. Food Network
10. Open new stores in shopping centers
The target market was considered best to be middle income Caucasians and Hispanics between the ages of 30 to 70+. This age group is the largest market, with Hispanics being the fastest growing ethnic group.
Measurements used to determine each recommendation's success will help determine what is working, needs to be modified, or needs to be scrapped. In order for GGI to have an precise measurement, each recommendation needs to stand alone. The use of CRM software and by creating a database, GGI can gather information from the consumer, the stores that are increasing sales and the number of visitors to each site.
The first three recommendations can be measured with metrics that record brand image and indicators of product differentiation. As brand awareness lea ...