Research on the Sondy SP travel pillow is what I, Ishtiaq Ahmed, will be doing.

Sondy
Pillows has been producing a variety of soft pillows for online customers for many years. SP
Travel travel pillows have just been added to Sondy Pillows' product line. There are many
different colors and designs for these pillows. Even they offer customization options. The
intended audience is frequent travelers. I made a marketing strategy for SP Travel
pillows.The marketing campaign is budgeted for $50,000 with a time duration of 6-months
period .
P1

Marketing Principles: Marketing principles include the fundamental concepts and practices
governing publicizing and offering goods and services to consumers... These principles guide
a multitude of activities, ranging from market analysis and product development to pricing
strategies, advertising initiatives, and distribution tactics. For instance, Sondy Pillows set
aside $50,000 to advertise their SP Travel product.

Purpose of Marketing: The primary objective of marketing is to enhance customer value by

identifying their needs and fulfilling them through the provision of goods and services. In
addition to satisfying customer expectations, marketing endeavors also aim to boost an
organization's sales and profitability. The launch of SP Travel by Sondy Pillows was
motivated by the desire to increase sales.

Diverse Marketing Approaches: The many methods and tactics used by firms to connect with
their target audience are referred to as marketing approaches. These tactics might include
time-tested techniques like public relations and advertising as well as modern digital
platforms like social media and content marketing.

Marketing Objectives: In pursuit of its marketing endeavors, a company strives to attain a

specific set of objectives termed as marketing goals and objectives. These objectives may
encompass enhancing brand recognition, acquiring new customers, increasing sales, or
venturing into new markets. For example, SP Travel's primary aim revolves around
augmenting sales and, consequently, bolstering profitability.

Business Scale: A company's operational magnitude, encompassing factors such as workforce

size, revenue figures, and market presence, defines its business scale. Companies can be
classified as small, medium, or large based on these criteria. To illustrate, Sondy Pillows
aligns with the characterization of a medium-sized enterprise.

Budget Constraints: Budget restraints refer to the budgetary restrictions that a business must
work within when developing and implementing a marketing strategy. These restrictions
could take into account things like marketing budgets, production costs, and distribution
costs. The budgetary restrictions for SP Travel are set at $50,000.
New Product Development: It refers to the process of creating and introducing innovative
products like travel pillow or services into the marketplace. Typically, this process involves
activities such as testing, research and development, as well as marketing efforts aimed at
presenting the product to consumers. For example, Sondy Pillows recently unveiled their
latest offering, "SP Travel."

Business Structure: The organization and management of a company's operations encompass

aspects such as hierarchical arrangements, decision-making processes, and communication
channels. Companies have the flexibility to adopt various legal structures, including
partnerships, corporations, sole proprietorships, and cooperatives.

A mass market vs a niche market refers to the size of the potential client base for a certain
commodity or service. A mass market often entails large manufacturing and mass marketing
tactics.
Market Research Method
Looking at data within a company to understand current customers and find opportunities for
development is known as internal market research. SP Travel will look at its customers'
shopping patterns in order to offer them special benefits.
To fully understand the industry, competitors, and target market, external market research
necessitates gathering data from other sources. Through publications like articles, people
have gained useful knowledge about SP Travel.

Features of customers’ relationship management (CRM)

Customer relationship management (CRM) describes the comprehensive strategy used by
firms to manage and analyze the entire customer lifecycle. It includes practices, rules, and
technologies. Additionally, it gives companies a way to develop and maintain long-term ties
with their clientele.
The key components of CRM activities encompass:

1. Contact Management: This involves the systematic organization and tracking of customer
data, prospects, and sales leads. SP Travel will utilize this to monitor customer ordering
patterns, thereby identifying and retaining their loyal and returning customers.
2. Sales Analytics: Leveraging technology and processes to gather and assess sales data and
performance metrics. SP Travel can assess its performance by comparing sales data and
making informed decisions.

3. Territory Management: The practice of prioritizing and managing customer and prospect
groups segmented by various criteria. SP Travel will allocate resources and attention to their
loyal customer base through this strategy.

4. Email Client Integration: Utilizing specialized software that facilitates seamless sending,
receiving, and organization of email correspondence directly from various devices. SP Travel
will employ email communication to engage with their customers in a two-way interaction.

5. Coordination of the Sales Force: The strategic process aimed at persuading potential
buyers to choose a company's products. In the case of SP Travel, this involves convincing
potential customers to purchase their travel pillows.

STEEPLE
It encompasses the examination of "Social, Technological, Economic, Environmental,
Political, Legal, and Ethical" factors, serves as a critical research framework that precedes
any marketing campaign. Within this framework:

Social: SP Travel should carry out study on lifestyle and demographic trends to comprehend
the preferences and wants of their target market, particularly regular travelers and people with
particular needs.
Technological: SP Travel will be able to provide cutting-edge goods with improved comfort
and usability by staying up to date on the most recent material and travel cushion advances.

Economic: To properly price and advertise their travel pillows, SP Travel must keep an eye
on the state of the economy and customer spending patterns.
Environmental: SP Travel can appeal to environmentally sensitive customers and address
rising environmental issues by highlighting sustainable manufacturing methods and eco-
friendly products.
Political: SP Travel will be able to assure compliance and adjust their marketing messages to
conform to pertinent governmental requirements by staying educated about travel-related
legislation and regulations.
Legal: To avoid any potential conflicts or difficulties in their business operations and
marketing initiatives, SP Travel must constantly be aware of relevant laws and legal
concerns.
Ethical: By upholding their basic beliefs and principles, SP Travel may exhibit honesty and
openness throughout their marketing effort, building credibility and trust with their clients.

Porter's 5 forces
This is a strategic analysis tool. It is used to evaluate the competitive environment of an
industry. The five forces are:
The Threat of new entrants into the industry: the likelihood of new competitors coming to the
market. SP Travel must evaluate new travel pillow rivals and develop tactics to differentiate
their products and generate brand loyalty.
The Bargaining ability of suppliers: the level of control that suppliers have over the price and
quality of raw materials. SP Travel must understand suppliers influence on raw material
prices and quality, maintaining strong connections and seeking alternative sources.
The Bargaining ability of buyers: the level of control that purchasers have over the price of
the product and quality of goods and services. To retain customers, SP Travel must offer
competitive pricing, quality, and distinctive features.
The Threat of substitute products or services: it refers to the likelihood of customers opting
for alternatives. SP Travel pillows should focus on innovation and marketing to emphasize
their unique benefits.
Competitive rivalry: the intensity of competition among existing firms in the industry. SP
Travel should monitor industry competition, distinguish products, prioritize customer service,
and explore niche markets to stay ahead.

Marketing Mix
Marketing mix has 4Ps. These are mentioned below:
Product: This relates to the offerings—goods or services—that a business makes to its clients.
This includes details like the product's positioning in the market as well as its features,
quality, branding, and packaging. For instance, SP Travel specializes in offering travel-
related products.
Price: This denotes the monetary amount customers are required to pay when purchasing
products. The pricing of a product should be competitive and reflective of the value perceived
by customers. As an illustration, SP Travel establishes prices for their travel pillows.

Place: This refers to the various channels through which a manufactured product becomes
accessible to consumers. This encompasses the location of physical stores or online platforms
where customers can make purchases, the methods of product delivery, and product
availability. For example, SP Travel conducts its sales online.

Promotion: This encompasses the array of marketing communications utilized by a company

to promote its products to potential customers. It includes methods such as advertising, sales
promotions, public relations, and direct marketing. As an example, SP Travel allocates a
budget of $50,000 for promotional activities.

The 7Ps of the marketing mix expand upon the foundational 4Ps and encompass the
following:

People: This encompasses the employees of a company who engage directly with customers.
It includes considerations like their appearance, attitude, knowledge, and customer service
skills.

Process: This refers to the procedures and methods a business employs to deliver its products
and services to clients. It encompasses everything from order processing to product delivery
and customer service processes. For instance, Sondy Pillows handles delivery through their
online website.

Physical Evidence: This pertains to the tangible components that customers can observe,
touch, or experience during their interactions with a company. This includes elements such as
store design, website layout, packaging, and branding. For instance, SP Travel provides a
user-friendly website for online orders.
P3

Target Market

The target market is the intended group of customers that a company aims to sell its products
and services to. This group of customers shares common characteristics and is most likely to
have an interest in what the business provides. The target market of SP Travel by Sony
Pillows are the travellers who want comfort and an improved posture on their journey.

Segments

•Market segmentation is the process of conducting research to divide an organization's

customers or cohort into smaller groups based on specific characteristics. These
characteristics include:

1. Demographic: This involves segmenting customers based on factors like age, income, and
gender. E.g. Travellers of middle aged and aged groups ranging between 25-60 are targeted
for SP travel pillows.

2. Geographic: This type of segmentation categorizes customers according to their location or

geographic area. E.g. Both domestic and International market is targeted here.

3. Psychographic: In psychographic segmentation, customers are grouped based on their

lifestyle, personality traits, and interests. E.g. Travellers who seek comfort.

4. Behavioral: Behavioral segmentation classifies customers based on their usage patterns or

user status in relation to the organization's products or services.

Market size

It refers to the total number of potential buyers for a particular product e.g SP Travel
pillows within a specific market. To assess the market size, a company must have a clear
understanding of its target customers. Sondy Pillow’s objective is to determine the number of
individuals within its target market who are likely to make a purchase of their SP Travel
pillows.

Market Structure

Perfect Competition: Perfect competition is a market structure where numerous buyers and
sellers trade identical products, and firms have no influence over market prices.
Oligopoly Market: An oligopoly market is dominated by a few major firms that influence
each other's decisions, and they may offer similar or differentiated products
Monopoly: A monopoly exists when a single seller holds complete control over a product or
service due to significant barriers to entry.
Monopolistic Competition: In a market where numerous vendors offer marginally different
goods, there is some price control available to them.

Sondy Pillows does business in a monopolistic market environment.

Trend

A trend is a persistent direction or tendency over an extended period of time. It is

characterized by a consistent movement in a specific way or pattern and typically lasts
for more than one year. For "Sondy Pillows," a comfort travel pillow maker company,
the trend is the increasing popularity of ergonomic travel accessories among frequent
travelers over the past few years. This trend might indicate a growing demand for high-
quality travel pillows that offer superior comfort and support during long journeys.

For competitor’s analysis, I have chosen Snooze World.

Promotional mix

Various methods used to promote products, such as advertising, personal selling, sales
promotion, direct marketing, and public relations, to reach the target audience for
"Snoozeworld”, which is a renowned brand producing travel pillows and is also a competitor
of SP Travel pillows.
1. Advertising: Utilizing TV, online, print, and billboard ads to reach potential customers and
create awareness about Snoozeworld.

2. Personal Selling: Engaging in sales interactions to provide information about the benefits
of Snoozeworld and using persuasive techniques to encourage sales.

3. Sales Promotion: Offering discounts, multi-buy offers, and organizing competitions to

attract customers and boost sales of Snoozeworld.

4. Direct Marketing: Using postal and email communication to directly inform customers
about the advantages of using Snoozeworld and communicates its product benefits.

5. Public Relations: Building positive relationships with customers by managing the image
and reputation of Snoozeworld through various approaches like sponsorship.

The role of the internet in promoting the products and services

1. Brand Enhancement: Utilizing internet marketing, including SEO (Search Engine

Optimization) techniques, helps enhance the brand's visibility and accentuates positive
aspects, leading to improved consumer sentiment and increased profits.

2. Growing Brand Awareness: Internet marketing, particularly through social media

platforms, enables " Snoozeworld " to connect with younger consumers, fostering brand
awareness and paving the way for future growth.

3. Effective PPC (Pay-Per-Click) Advertising: Implementing PPC campaigns allows "

Snoozeworld " to target specific audiences and drive relevant traffic to their website,
increasing the chances of converting potential customers into actual buyers.

4. Optimized Website Design: A well-designed website ensures a positive user experience,

making it easier for potential customers to find information about " Snoozeworld " and make
purchases, thereby boosting sales and customer satisfaction.
5. Social media is vital for promoting "Snoozeworld " by creating brand awareness, engaging
customers with interactive content, facilitating direct interactions, utilizing influencer
marketing, running promotional campaigns, encouraging user-generated content, and
conducting market research for better marketing strategies.

Cost: The advertising and marketing cost for Snoozeworld varies depending on the chosen
channels and methods. E.g. Snoozeworld made a budget of $70,000 for advertisement.

Timescale: The timescale of Snoozeworld's marketing campaigns depends on their objectives

and can be short-term or long-term. E.g. Snoozeworld will run this promotion for 7 months.

Assessing Effectiveness: Snoozeworld measures effectiveness through sales, website traffic,

conversion rate, customer engagement, ROI, and customer feedback.

Message communicated: Snooze World’s slogan for marketing campaign is ‘Sleep well, live
well’.

P4

Aims and Objectives of Marketing Campaign by Sondy Pillows

The marketing campaign by Sondy Pillows intends to heighten brand awareness within the
travel community while also boosting sales through authentic customer connections. By
showcasing the comfort and quality of their travel pillows, the campaign strives to establish
Sondy Pillows as a trusted choice and enhance overall travel experiences.

SMART Target
The SMART framework for setting effective marketing goals stands for Specific,
Measurable, Attainable, Relevant, and Time-bound. This approach ensures that goals are
clear, quantifiable, achievable, aligned with the bigger picture, and have a defined timeframe
for accomplishment.
Sondy Pillows' SMART target is to increase online sales of their travel pillows by 20%
within the next six months. This goal is specific, measurable, achievable, relevant, and time-
bound, focusing on a clear sales target and a defined timeframe for the achievement.
Marketing Mix
The marketing mix is like a recipe for success in business. It's a mix of four ingredients:
Product (what the company is selling), Price (how much the product costs), Place (where
customers can get it), and Promotion (how the company acknowledges people about it). By
getting this mix right, companies can make their products or services stand out and connect
with customers effectively.
Sondy Pillows can optimize their marketing mix by offering a variety of comfortable travel
pillows (Product), setting prices that reflect quality and value (Price), making their products
available online and through retail partnerships (Place), and promoting their unique features
through social media, influencers, and targeted advertising (Promotion). This strategic
approach will enhance their competitive edge and connect with their target customers
effectively.
Marketing Message
A marketing message refers to the process by which a company communicates to the
people(customers) it wants to reach. It's about sharing who the company is, what it does, and
the awesome products or services it offers. This way, the company can connect and have
meaningful conversations with its desired audience. Marketing message for Sondy Pilllows is
“Comfort in travel.”
Pricing strategies
Skimming: Skimming pricing involves initially setting a high price for a product to target
early adopters and capture maximum revenue before gradually lowering the price to reach a
broader market. For Sondy Pillows, skimming could be applied by launching their innovative
travel pillows at a premium price to appeal to early travelers seeking top-quality comfort.
Neutral: Neutral pricing maintains a balance between value and cost. It tries to match the
market average and stays away from aggressive pricing tactics. Sondy Pillows may take a
neutral stance,Pricing by keeping their travel pillow costs competitive while making sure
their special features are worth the price, making them a desirable option.
Penetration: To aggressively enter the market and swiftly get a greater market share,
penetration pricing requires setting a lower price. For Sondy Pillows, penetration pricing
might entail introducing their travel pillows at a reasonable cost in order to draw in a variety
of customers and build a solid market presence.
Unique Selling Point
A unique selling proposition (USP) is an outstanding quality or characteristic that sets a
product or service apart from competitors and gives it a competitive advantage. Sondy
Pillows' USP, when compared to traditional travel pillows, may be the use of cutting-edge
memory foam technology, which offers travelers unrivaled comfort and support. Sondy
Pillows would stand out because of their unique feature and entice customers looking for
increased travel comfort.

social media's part in retaining customers

Sondy Pillows relies heavily on social media as a channel for connecting with customers,
which is crucial for increasing customer engagement. Sondy Pillows may develop a
devoted community, give travel advice, get customer feedback, and display user
experiences through interactive posts, real-time responses, and personalized content.
This helps to form solid relationships and promote repeat business.

Techniques for evaluating a marketing campaign's success

A marketing campaign for Sondy Pillows can be judged for efficacy by comparing results to
predetermined goals and benchmarks including higher sales, greater market share, growth
indicators, and better brand perception. Comparing anticipated and actual results can help
with this assessment using both quantitative and qualitative measurements. Additionally,
online metrics like sales information, social media engagement metrics (likes, follows, and
reviews), and website analytics can provide information about the effectiveness of the
campaign and aid Sondy Pillows in fine-tuning their marketing plans for the best possible
consumer interaction and company expansion.

P2

Marketing aims and objectives

Financial Objectives: Financial objectives are the targets set by individuals and organizations
to achieve specific financial outcomes, which may include increasing profits, reducing costs,
or maximizing returns on investments. Sondy pillows wants to achieve financial success and
consistent revenue increase of capturing a significant market share while maintaining cost-
effectiveness in manufacturing and distribution.
Non-Financial Goals: Non-financial goals represent plans and goals that a business
establishes which are not directly tied to financial rewards. These objectives may include
objectives such as enhancing brand consciousness improving quality and comfort mer
satisfaction. Sondy SP Travel Pillow's non-monetary objective is to enhance the and well-
being of travelers by providing ergonomic support and promoting better sleep during their
journeys.

Market Research Plan

Subject Matter Identification: When venturing into the travel pillow market, it's crucial to
prioritize understanding market needs and identifying unique features that distinguish the
Sondy SP travel pillow from competing products. This will be the key focus to stand out in
the market.

Timescale- 6 months for Sondy Pillow’s marketing campaign.

Research Focus: The Sondy SP travel pillow should be researched in specific areas, such as
competition analysis to understand the market environment and customer and supplier
analysis to gauge demand and manufacturing capacity. Strong negotiating skills are crucial
since they can have a big impact on profitability and market positioning with both consumers
and suppliers.

The information gathered from competitor analysis, customer and supplier evaluations, and
industry revenue assessments can be documented using a combination of handwritten notes,
digital data, and notebooks to ensure thorough records and easy access for decision-making
and future reference.

Drawing Conclusions Based on study Evidence: When drawing conclusions, it is important to

carefully consider the market demand and competitive insights gleaned from the studyThis
assessment will help determine whether investing in TV advertisements is the most effective
strategy. For example, if research indicates that a significant portion of the target
demographic watches television, airing TV ads could be a prudent choice. Additionally,
utilizing platforms like social media and strategically placing billboards in high-traffic areas
can enhance brand visibility and attract new customers.

Market Segments

Demographic Segmentation: To effectively target potential consumers for the Sondy SP

travel pillow, market segmentation involves categorizing the audience based on variables
such as age (ranging from 15 to 70 years old), income (medium to large), and gender (both
male and female). This segmentation helps identify and reach the most relevant customer
groups.

Geographic Segmentation: To connect with individuals seeking travel comfort, geographic

segmentation for the Sondy SP travel pillow would focus on regions or locations with a
higher concentration of travelers. These areas might include busy airports, popular tourist
destinations, or major transportation hubs.

Psychographic Segmentation: Psychographic segmentation recognizes that the Sondy SP

travel pillow caters to travelers who highly value comfort during their journeys. These
customers prioritize products that enhance their travel experience and provide the desired
relaxation while on the go.

Behavioral Segmentation: Behavioral segmentation for the Sondy SP travel pillow

accommodates both frequent and infrequent passengers' various travel habits. Whether a user
is a frequent business traveler or takes few vacations, the pillow tries to offer features and
benefits tailored to their own needs and preferences.

The importance of competition analysis Sondy SP travel pillow must carefully examine its
pricing strategy to maintain an edge over rivals. Striking a balance between profitability and
competition is essential. To maintain a distinctive selling proposition, the organization should
also regularly analyze and improve product specifications, quality, and innovation. It's critical
to assess distribution strategies and make sure the product is easily accessible to clients in
order to maintain a competitive edge. Long-term success also depends on developing strong
advertising efforts that effectively convey to the target market the advantages and worth of
the product.
Life cycle theory

Introduction Stage: The Sondy SP travel pillow must set aside a sizeable budget for
promotion and marketing initiatives during this phase. The objective is to increase client
knowledge of the distinctive features of the product by highlighting its support, comfort, and
portability for travelers. Strategies including social media promotions, partnerships with
influencers, and targeted advertisements may be used to engage travel enthusiasts and have a
long-lasting effect on the market.

Growth Stage: As the Sondy SP travel cushion becomes more well-known and successful, its
market share will increase as more people become aware of its opulent and practical
characteristics. The business needs to increase output to meet the escalating demand. It will
also be able to do this by expanding its footprint to more retail location

Assessment Of The Information Research's Validity And Reliability

It is essential to evaluate the reliability and validity of data collected during the past two to
three months from interviews, journal papers, books, and brand news in order to ensure
correctness and application. Sondy SP Travel Pillow's concentration on digital marketing,
particularly the website, should seek to provide good results and be in step with
contemporary trends and customer preferences.

The Rationale Behind The Strategy's Adoption

Sondy SP Travel Pillow's strategy is in accordance with the digital age and makes use of
cheaply cost platforms for a larger audience and viewing tracking, including Facebook and
Twitter. In addition to using digital marketing on their website to target the online travel
pillow industry, they also employ traditional advertising for pillows like billboards.

P5
Objective of a marketing campaign- By aligning items to client wants, a business's
marketing approach seeks to increase Customer understanding and product worth.
Campaigns' success, which also attempt to boost brand awareness market proportions, or
launch new products, is measured by increased sales revenue. The flexible Sondy SP travel
cushion appeals to people between the ages of 12 and 68 because of its approachable shape.
Marketing message- "Sleep well, live well" is the Sondy SP travel pillow's message. It refers
to the betterment of lives through using sondy pillows.

Purpose of a marketing message- The Sondy SP Travel Pillow skillfully draws attention to its
marketing message, which ensures travelers the greatest level of comfort when traveling, with its
cutting-edge style. By merging emotional appeal with a unique selling proposition, it establishes
itself as a necessary travel companion, aligning with the brand's concept of enhancing travelers'
travels.

Extended marketing mix

People: Like any other company, the Sondy SP travel pillow depends heavily on its employees
on its staff, including the sales team who market and sell the product to the team in charge of its
creation and promotion. The right personnel must be in place. as a result of the fact that they play
a crucial part in deciding the product's Efficacy and influencing its quality make them a vital part
of the overall ease things the cushion aims to provide its consumers with in terms of travel and
experience.

Process- The service delivery strategy for the Sony SP travel pillow considers the entire
customer experience, from the moment they become interested in the product through the sales
process and on to the after-sales support. They make sure every stage of the procedure is simple
and satisfying to guarantee customer satisfaction and loyalty.

Physical environment: The aspects of the Sondy SP travel pillow that are readily apparent and
that provide comfort and support when it is being transported are referred to as the cushion's
"physical environment."

Selection of appropriate media

Advertising: Traditional and digital advertising are the two primary subcategories of marketing
tactics. Print advertisements, billboards, and television commercials are examples of traditional
advertising techniques. To advertise the Sondy SP Travel Pillow, for instance, Sondy might
decide to use conventional advertising with a noticeable billboard at a major airport. Digital
advertising, on the other hand, makes use of internet mediums like social media and search
engines. Digital advertising is preferred because of its broad reach, adaptable targeting choices,
and capacity for direct interaction with tourists given Sondy's online-based nature. This
strategy is perfect for increasing the SP Travel Pillow's visibility and appeal.

Sales Promotion: Sondy uses sales promotions to increase the attraction of the SP Travel
Pillow by providing alluring discounts. For instance, sporadic promotions like a once-off 20%
discount on online shopping or headphones-bundled packages excite and benefit potential
customers.

Personal Selling: Since Sondy SP Travel Pillow operates mostly online and favors sales
through its website, personal selling is not given priority.

Direct Marketing: Sondy does not prefer the direct marketing strategy, which entails
contacting clients one-by-one. They prefer scalable techniques like digital advertising because
of their internet presence. For instance, they may efficiently spread the word about the travel
cushion through social media and web ads that are specifically aimed at the right demographic.

Public Campaign: Sondy may participate in philanthropic travel-related activities as part of its
public marketing campaign for the SP Travel Pillow. For instance, partnering with a charity
marathon where participants receive the pillow after reaching a fundraising target not only
increases brand recognition but also exemplifies Sondy SP Travel Pillow's dedication to travel
support and comfort.

Allocation of campaign budget-

Campaign Evaluation
Measurable results, like increased sales and website traffic, demonstrate a campaign's
effectiveness for the Sondy SP Travel Pillow. Higher sales and online engagement indicate
success, while declining sales suggest a less effective campaign. The decision-making process
here involved analyzing it through Porter's Five Forces Theory, Steeple model, and SWOT
analysis. SWOT assesses a company's strengths, weaknesses, opportunities, and threats to
inform strategic choices.

Product development

Form and Function: The Sondy SP Travel Pillow was designed with a compact, ergonomic form
to meet the needs of frequent travelers seeking support during long flights. Its flexible design and
adjustable neck support cater to the target audience's need for practical portability and
customized relaxation.

Packaging: The packaging of the Sondy SP Travel Pillow not only ensures safe delivery but also
serves as a marketing tool with its eye-catching design, attracting potential buyers.
Branding: Sondy has established a unique brand identity as a manufacturer of high-quality,
comfort-focused travel equipment, which shapes how customers perceive the SP Travel Pillow.

Competitive Pricing: Sondy can employ competitive pricing to determine the selling price of the
SP Travel Pillow. This will make it easier for Sondy Pillow to divert the customers from their
competitors.

Distribution Channels: Sondy can utilize a distribution strategy that combines both indirect and
direct channels. This approach ensures widespread accessibility through partnerships with
wholesalers and retailers while maintaining control over product quality, customer service, and
brand loyalty through direct sales on Sondy's online platform, enhancing reach and customer
experience.
P6

Objectives: Increasing revenue, establish strong brand recognition and efficiently targeting new customer
segments through effective marketing is the main objective of Sony Pillow. Additionally, the company
aims to diversify its product line by introducing new models of pillows, enhance customer relationships,
and explore international markets as part of its growth strategy.

Marketing Message: The essence of the Sondy SP Travel Pillow can be summed up as "Sleep well, live
well."

Marketing Mix:
- Product: The SP Travel Pillow is a unique and revolutionary item made to provide great support and
comfort for travelers while they are traveling.
- Cost: Sondy maintains reasonable pricing with prices ranging from $15 to $30, making it a desirable
choice for those looking for the best deal. This strategy is in line with the brand's price strategy and
strikes a balance between product quality and cost.
- Location: Customers can easily obtain Sondy's selection of pillows through their website, which sells
the company's products largely online.

- Promotion: Sondy's marketing effort aims to captivate clients and improve their travel experiences by
skillfully exhibiting the comfort and cutting-edge design of their SP Travel Pillows.

Budget Allocated to Campaign: Sondy SP Travel Pillow intends to spend $50,000 on marketing in order
to meet their goals.

SWOT Analysis
Strengths: Sondy SP Travel Pillow is excellent at providing distinctive and customized travel necessities.
They are able to adjust to the changing wants of travelers in a cutthroat market because to their strong
website and successful digital marketing techniques.

Weaknesses: Sondy SP Travel Pillow has trouble establishing its brand in a saturated market. They might
also struggle to adapt to shifting consumer tastes for travel-related products.
Opportunities: Sondy SP Travel Pillow could think about extending their product line to accommodate
diverse travel demands, such as neck pillows and adaptable travel accessories, in order to take advantage
of the growing need for pleasant and convenient travel solutions. Additionally, they can increase their
visibility and revenue potential by expanding their reach through e-commerce and digital marketing
channels.

Threats: The market for travel accessories is becoming more competitive, and Sondy SP Travel Pillow
may experience a shift in consumer preferences toward rival goods or brands. They must continuously
innovate and adjust to shifting market conditions in order to maintain their market position.

Steeple model

Social: People who like fancy travel stuff really like Sondy SP travel pillows. This matches what
customers want these days.

Technology: For a web-based business like Sondy SP Travel Pillow to do well, they need to keep using
the latest technology. This makes customers happy and helps them work smoothly.

Economical: How well Sondy SP Travel Pillow does depends on the economy. When the economy is
good, customers trust them more and prices don't change too much.

Environmental: Sondy SP Travel Pillow cares about the environment. They make their products and do
their business in ways that follow rules to protect nature.

Political: Sondy SP Travel Pillow works in a place where politics are stable. They also get help from the
government to grow and do their business.

Legal: Sondy SP Travel Pillow follow lots of laws that can change, like taxes, how they treat workers,
and how they compete with other companies. This is important, especially when they make new stuff.

Ethical: Sondy SP Travel Pillow makes good, honest ads that follow rules and are fair. They believe in
being good and true in everything they do.

Porter’s 5 Forces

Competition in the Industry: When examining the Sondy SP Travel Pillow and Snoozeworld in the
market, it provides valuable insights into how they position themselves and potential future partnership
opportunities. This information helps in making strategic decisions in a competitive industry.

Threats of New Entrants: Sondy SP Travel Pillow is susceptible to a moderate level of competition due to
barriers that new entrants face. While higher entry barriers may strengthen the market position, there will
still be some rivalry.
Bargaining Power of Suppliers: Suppliers have a moderate impact on input costs for Sondy SP Travel
Pillow. Factors like supplier diversity, specializations, and switching costs collectively influence material
costs and trading dynamics.

Bargaining Power of Customers: Customers have less influence on Sondy SP Travel Pillow because of its
specialized and unique offerings. This means there are fewer opportunities for negotiation when
customers purchase items, which they do because they appreciate the uniqueness and customization.

Threat of Substitute Products: Sondy SP Travel Pillow faces a modest threat from alternative products
since customers may opt for different travel pillows. However, this risk is somewhat mitigated by the
brand's distinctive features and customizable options.

Pricing Strategy: Sondy SP Travel Pillow uses a cost-plus pricing method to maintain profitability while
considering desired profit margins and production costs. This approach balances product quality and
satisfies consumer demands for both affordable and luxurious travel products.

Promotional Strategy: Sondy SP Travel Pillow employs a variety of marketing techniques, including
creative guerrilla marketing, sponsorships, digital marketing, and strategic product placement. These
methods help raise brand awareness and effectively reach different audiences in various travel and
lifestyle situations.

Appropriateness of Marketing Campaign: Evaluating the marketing campaign involves assessing its
alignment with brand values, adaptability to changing business contexts, and contribution to long-term
objectives. It's also essential to ensure the campaign meets the target market's needs, complies with laws
and ethical principles, and keeps customer interests at the forefront for a successful and ethical strategy.

Business Report:

Title- Sleep well, live well.

Total budget- $50 000

**Introduction**: I'm tasked with creating a marketing plan for Sondy SP Travel Pillows. These pillows
target frequent travelers who prefer relaxation, and customization. We have a $50,000 budget for a six-
month campaign to promote SP travel pillows.

**Analysis and Management**: Our focus is on understanding customer preferences and market trends to
personalize our travel pillow offerings and make effective business decisions.

**Conclusion**: Sondy SP Travel Pillow's success lies in its ability to adapt to market changes, leverage
digital marketing effectively, and offer customized travel accessories. These findings highlight our
competitive edge in the travel accessories market.

**Recommendation**: We should evaluate online and traditional advertising options before choosing the
most effective strategy based on data and analysis. This ensures informed and intelligent decisions in
promoting our travel pillow products.
References:

Baron, D., 2013. Business and its environment.

Boston: Pearson. Shaikh, S., 2015. Business Environment. Pearson
India.