Marketing Plan (Retail Store) Essay

3615 Words Feb 7th, 2010 15 Pages
Executive Summary

AtoZ Hockey is a retailer of hockey equipment and services in the southwest community of. The prospective opening date is August 1, 2010, just prior to the 2010-11 hockey season.

The physical location of the store will be on the southeast corner of. The store intends to serve the southwest communities of. The location provides access from all directions and is less than one kilometer from the 121st Street exit on Highway 26, a newly constructed leg of the ring road system. Intensive market research has conceded this location as ideal due to various demographics, the most prominent being family orientation and socio-economic status.

AtoZ encounters competition from larger and more established stores. , the
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AtoZ also intends to sponsor community hockey teams in exchange for logo placement on jerseys. AtoZ will also host an annual 24-hour outdoor charity hockey game to benefit children who cannot afford to play organized sports.

With respect to integrated marketing communications, AtoZ will rely upon various media outlets to promote their store. AtoZ will include weekly flyers in the local newspaper, the Journal, as well as the community newsletter, the Islander. AtoZ will also rely upon radio advertisements on 640 FCCF, the city's primary news radio station (which also broadcasts major hockey and football games), as well as the FAN 980, the local sports radio network. In addition, AtoZ will attempt to land a radio guest spot on “Talk to the Experts,” a radio show featuring individuals with expertise in specific areas. AtoZ also intends on hosting its own website (www.atozhockey.ca) which will sell certain products online. AtoZ will also purchase advertising banners on frequently-visited websites, such as cnn.com. AtoZ will also remain active on popular social networking websites such as Facebook, MySpace, and Twitter. In addition, AtoZ will purchase rink board advertising space in all south city arenas, as well as Badungu Place, home of the city's local team. AtoZ will also consider advertising on public transit vehicles, such as buses and trains, as well as at stops and

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