1. Marketing Plan for 2025
Marcus Parks, Oleksandr Surkov, Igor Ivanenko, Roman Margulis, Olena Vidaiko

2. Report Plan
Action and Budget Plan for 2025
Tactics – Implementing Marketing Strategy
Implementing Marketing Mix Contingency Plan
Marketing Strategy
Gap Analysis
Business Goals and
Objectives
STP Analysis and Strategy Portfolio Analysis Growth Strategy
Situation Analysis and Marketing Summary
Marketing Environment
Market Share and Product Life
Cycle
Historic Growth Rate and Sales Critical Success Factors

3. Company Overview and Product Definition
“We exist to competently supply world-class MP3 players to our valued customers”
Requiem is a Consumer Electronics Corporation
Since 2016
Leader on the Canadian market of MP3 players
Product portfolio: Sonic2, Sonic7, Runner, Energy

4. SWOT Analysis
Internal
Strengths Weaknesses
 Largest product portfolio on the market (4 items)
 Technological development of products
 Professional management
 Effective use of advertising and promotional budget
 The largest total market share
 Late launch of the sport product “Runner” (one period later
than main competitors)
 Technological 1-year development gap of “Runner”
 High retail margin (in the past)
 Limited budget for advertising and promotion
Opportunities Threats
External
C Music is a part of cultural behavior of Canadians
Canada is a multicultural dynamic environment – subject to quick
transformation and change
Our competitors use the same segmentation as we do. Therefore,
there is not a lot of room for differentiation.
D
Target markets for all 3 types of products are available:
a lot of students for “Energy”, many people who enjoy
sports for “Runner”
S
Lifestyle of Canadians is favorable for mp3 player
manufacturers – large market
T
Canada is well developed technologically – provides
high quality human resources and technologies
Cell phones as the main substitute products
E High incomes of Canadian population
National currency devaluation affects the costs for the parts
supplied from abroad
P
No major restrictions or regulations are posed
regarding mp3 players
Lowering duties for cheep Chinese players

5. Sales and Market Share
0
100000000
200000000
300000000
400000000
500000000
600000000
700000000
2016 2017 2018 2019 2020 2021 2022 2023 2024
Historic Growth Rate and Sales
Sonic7
Sonic2
Energy
Runner
Overall
6%
20%
8%
8%
23%
3%
28%
4%
Market Structure Overall
Firm1
Music
Happy
Ultra Music Inc
Firm4 Inc
Reptar International
Life Enjoy
Requiem
Firm8

6. Total Marketing Contribution

7. Product Portfolio and Targeting
Both “Sonics” are
designed for mass
consumer
Target markets for
“Energy” are Generation
X, Y and millennials.
Differentiated targeting
strategy is used for this
product.
The best strategy for
“Runner” is
Concentrated, as the
target audience is not
so broad.

8. Marketing Goals and Objectives
Increase market share to
30% in sales by the end
of 2025:
Increase product
awareness rating by the
end of 2025 to:
•“Sonic 7” – 0.65
•“Sonic 2” – 0.30
•“Energy” – 0.90
•“Runner” – 0.60
Increase distribution
rating by the end of
2025 to:
•“Sonic 7” – 0.50
•“Sonic 2” – 0.10
•“Energy” – 0.20
•“Runner” – 0.50
Increase product specs
rating by the end of
2025 to:
•“Sonic 7” – 0.90
•“Sonic 2” – 0.70
•“Energy” – 0.95
•“Runner” – 0.90

9. Marketing Mix
Product
 For Standard segment, Requiem will aim to achieve the best
price/benefit balance for the best quality it can offer.
 Requiem’s “Runner” product team will strive for developing the
product’s specs and characteristics.
 Youth category will revolve around improving “Energy” design
and style
Place
Segment Price sensitivity
Sports Low
Standard High
Youth Med
Promotion
 The main advertising and promotional channels used for
achieving awareness and promoting the company’s values
will include TV, magazines, digital media, POP displays,
rebates, salesforce training etc.
Price
Actual Recommended
Sonic2 78 95
Sonic7 95 95
Runner 136 130
Energy 67 60

10. Action and Budget Plan for 2025
4P Activity Decisions/Budget Responsible Review
Product
Product Development (R&D) “Sonic 7” 2025 Cost Reduction Project/$1,000,000
“Sonic 2” 2025 Cost Reduction Project/$1,000,000
“Energy” 2025 Spec and Cost Reduction
Project/$2,000,000
“Energy” 2025 Spec and Cost Reduction
Project/$2,000,000
Product
management
and R&D
departments
Annually
Price
Product Pricing Planning “Sonic 7” – retail $78/ wholesale $50.7
“Sonic 2” – retail $95/ wholesale $61.75
“Energy” – retail $67/ wholesale $45.56
“Runner” – retail $136/ wholesale $91.12
Product
management
department
Annually
Promotion
Advertising and Communications Campaign “Sonic 7” – TV/$4,500,480; Digital media/$2,531,520
“Sonic 2” – Magazines/$2,000,000
“Energy” – TV/$5,500,000; Digital media/$4,500,000
“Runner” – TV/$4,500,000
Department of
Advertising and
Communications
Annually
Promotional Campaign
Trade shows Salesforce training Gifts Social
Media
POP displays Rebates
“Sonic 7” $275,000 $275,000 $1,100,000 $825,000 $1,375,000 $1,650,000
“Sonic 2” $110,640 $92,200 $645,400 $184,400 $368,800 $442,560
“Energy” $225,000 $225,000 $900,000 $675,000 $1,125,000 $1,350,000
“Runner” $400,000 $1,000,000 $1,500,000 $500,000 $1,000,000 $600,000 Advertising and
Communications
Annually
Place
Distribution and Wholesale “Sonic 7” – retail margin 35%
“Sonic 2” – retail margin 35%
“Energy” – retail margin 32%
“Runner” – retail margin 33%
Sales
Department
Annually

11. Conclusion
Requiem is the market leader and the main goal for the future periods is to
maintain its leading position on the market of music players
Clear Marketing strategy and tactics are set to allow Requiem to be
successful in the future and achieve its goals and objectives
Key learning outcomes of this report comprise conducting marketing audit
and analysis of the environment, establishing and implementing marketing
strategy and tactics as well as presenting findings to the stakeholders
To achieve learning objectives the tools and frameworks studied during the
course have been utilized

12. Thank you