You have been hired by Kinder Morgan to develop a new marketing plan that includes not only the key elements of the marketing mix, but also how you would implement them. You understand that there is a lot of controversy over the Trans Mountain Expansion Project in Western Canada and just recently, the Chief Marketing Officer (CMO) resigned. Your report will act as strategy and also tactical plans for the next 12-24 months as the company tries to stabilize its market position. You are asked to present your Executive Summary to the Senior Executive team. 

 

Define vision, mission and marketing objectives.

The vision is to become the most valuable brand in next years of operation.

The mission is to develop sustainable project assignments.

The service is transport oil from the production area to the export or transport dry clean natural gas to utility companies and other customers.

The place to sell our project will be traditional and online platform.  

The pricing will be initially to skim the benefits. Even, we can offer discounted offer to early interested customers to our project.

Promotion mix will be composed of advertising in print media, TV ads, hoardings and signage, direct marketing etc.

To establish the market position, we should take the following steps:

1. Redesign plans and policies to the customers

2. Betterment in services offered

3. Implement every developmental plan to make us stronger than the competitors. We have to diversify us with number of innovative product offerings

4. Make a team of project managers that will see every specialized activity as well as to the challenges which might come on our ways

5. Divide the market on the basis of various factors like geography, psychology, economic factors, social etc.

6. Focus on our skill development like skills to sell product frequently, committed workforce, etc

7. The aim is to develop projects which has green marketing efforts with eco-friendly initiatives