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“Insurance for the Heart”
Team A
MKT 551 Marketing Management
Word Count: 3663
Table of Contents
1. ... Marketing Objectives 16
9.1 Marketing Objectives 16
10. Action Plan 16
10. ... Executive Summary
Love Check is a background checking company specializing in providing information on potential mates to clients of dating services, as well as, those who date conventionally. ...
This marketing plan outlines the strategy and implementation of the Love Check’s background check service. The service will act as an additional customer service element to the dating service industry. ... It was established in 2003 with the express purpose of making the dating world safe for both customers of dating and matchmaking services and those who date conventionally by providing extensive background checks in a confidential manner. ... 1 Objectives and Resources
Our plan calls for sales of nearly $550,000 this year growing to $1.3 million by 2005, on marketing expenses of slightly more than $200,000, which is about 35% of sales. By the last year in the plan, our marketing expenses of $1,700,000 will be only 25% of sales.
The plan assumes two important trends:
First, a steady decline in cost of sales and growth in gross margin percentage as we build more of our resources, as full-time personnel and fixed costs instead of contractors and outside consultants. That means that as we grow we take on more risk -- if the plan is implemented. ...
Second, a decline in marketing expenses as a percent of sales. The 35% figure we project for the first year is quite high, unacceptably high except that we are building a reputation and marketing without the leverage of past marketing, starting from zero. By the fifth year of the plan, we should be spending 25% of sales on marketing. ... Mission Statement
The mission of the Love Check is to provide background checks to dating and matchmaking services and their clients in a confidential manner. Love Check is committed to continuous improvement in dating safety. ... New Product Description
One of the many trends associated with the Internet is online dating. Online dating expands choices, and in most instances, the service offers a good personality match base on the criteria provided by the customer. ... But can we trust the minimal background check of the dating service? It would be a great service to have an unbiased resource to ensure our safety and gain some insight into the prospects past: introducing Love Check.
Love Check can help dating people feel more secure when their heart is at risk. In this fast-paced busy world, many people are meeting on the Internet, personal ads or dating services. When dating these virtual strangers, it is important to be safe and smart. The best way to do that is to use our service, which can provide the customer documentation on basic background information. ... Courtship then began to move from one of a family decision to a personal decision when dating itself became popular and adolescents took their courting to the public realm. Today, there are many characteristics about dating that are new and unfamiliar to previous generations; however main themes still exist in the scripts of the first date and its expectations.
Dating services are a phenomenon that has taken the world by storm. Online dating has brought several issues to light. ... Many clients of these dating services have spent a large amount of money only to find out that their potential mate is married, has a criminal background, or is a dangerous individual. ... Love Check is an expert provider of background check technology for the dating service industry. ... As in most industries, name recognition plays a key role in the success of a product or service. The firm will need to focus their efforts on creating an effective brand name and marketing techniques. ... Opportunities
• Dating Service Demand. An increase in the demand for internet dating services allows for an increase in the demand for security checks to be used in conjunction with the services.
• Conventional Dating. Many opportunities exist for those who are dating conventionally. Our service would be available for anyone. ... There are already conventional investigation agencies that can perform virtually the same service. However, they do not market themselves to the dating and matchmaking service industry. ... The background check service provided by Love Check is very easily to duplicate.
Approximate Word count = 3572
Approximate Pages = 14.3
(250 words per page double spaced)
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