Haven McCoy
Fall 2024
“The marketing plan is to company success as a road map is to car travel. It is the key from strategy to
tactics. It can act as a tracking mechanism, it can determine the budget, and it can be a scale against
which the company measures marketing effectiveness. It is an internal communications tool that
everyone consults to know where the business is going and how it plans to get there.”
Kevin J. Clancy and Peter C. Krieg (2000), Counterintuitive Marketing
Discover the Marketing Plan
Objectives are how we will measure the success of the marketing plan once it is implemented. Strategies address how objectives are to be achieved. Tactics are the specific actions, details, and activities that must occur in order for the strategy to succeed and the objective to be met. Discover this project's objectives, strategies, and tactics above.
Using the media can be an effective way to reach a target market and achieve high-impact objectives. Click on the button above to check out how this project is proposing a "public relations" plan for the proposed healthcare marketing plan.
No marketing plan is complete with a social media plan. In this section, you'll find two social media platforms integrated into the proposed plan to engage students in the selected healthcare product/service via online interaction.
Marketing is not free. There is a cost associated to every effective plan. This portion of the marketing project explores the monetary cost of each proposed tactic and the public relations/social media plans.
The marketing planning process is circular, ending with an evaluation phase which will inform future marketing plans. This semester-long marketing project concludes with an essay including how the success of the proposal should be evaluated. This essay will highlight the metrics and the contingency of this marketing plan.
Target Market
"Knowing your audience will allow you to make decisions that will enhance your
ability to communicate and connect with them."
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​For advertising the Oral-B iO electric toothbrush to undergraduate and graduate students at IU Indianapolis, the ideal target market would include health-conscious, somewhat tech-savvy students, ranging from around 18 to 45 years old. These individuals are generally aware of the importance of personal hygiene and often look for products that enhance their daily routines. They value convenience, innovation, and long-term health benefits, which align with the features of the Oral-B iO, such as its smart pressure sensor, personalized brushing feedback, and sleek design.
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The majority of these students are juggling academic responsibilities, part-time jobs, and social activities, which means they appreciate efficient, time-saving solutions. The ability to track oral health through the app, and the brush's high performance, is an attractive selling point for this demographic. Many students are living independently for the first time, and may be making more intentional decisions about their health and personal care.
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IU Indianapolis is a diverse campus, including students from various socioeconomic backgrounds and cultural identities, with interests in healthcare, business, and technology, among others. The Oral-B iO can appeal to those pursuing professional careers, where appearance and self-care are important. Additionally, the graduate students, many of whom are in their mid-to-late twenties or early thirties, might prioritize investing in a premium product that contributes to their overall well-being, especially as they navigate the demands of more rigorous academic or professional schedules.
