II.+The+Marketing+Mix

=__THE FOUR Ps__=

PRODUCTS & SERVICE
Kingpin sells toiletries and essentials for men such as shampoo, deodorant, multi-vitamins and condoms, and offers an automated delivery service for these goods. Customers select products they would like to purchase and upon subscription choose frequency of delivery cycle (every month, 2 months, etc). Due to changes that people undergo in their usage patterns, Kingpin also offers the option for users to delay shipments to the next month or ship now to have them delivered sooner.

PRICE
Subscriptions would charge customers a fixed price per month depending on what products they ordered. Cost is dependent on supply and delivery costs for Kingpin plus premium charges for use of the service.

PLACEMENT & DISTRIBUTION
Currently, Kingpin plans to ship goods within Canada and the US only. Customers purchase goods through online transactions and subscription. The creation of a mobile app would make it easier for individuals to track these transactions.

PROMOTION
Promotion is already being done through Facebook and Youtube, but we believe we can implement the use of other social media such as Twitter. We also plan to address other marketing strategies such as affiliate marketing, banner ads, email, the use of Google Adwords and Analytics and mobile app creation. Kingpin has a domain, however their website has not officially launched yet. We have designed a layout that we feel best allows for social media integration (link to Facebook, Twitter and blog), referrals, and a clear Call to Action to sign up.

=__The Fifth P - PEOPLE__=

PERSONALIZATION
Kingpin offers personalized service for all customers. Individuals choose what exactly their needs are and how often they would like to receive products.

PARTICIPATION
By utilizing different social media outlets like Twitter, Kingpin can create a conversation for customers to engage in. Also, having a Facebook page with updated content encourages potential clients to check out the service, comment and ask questions. While individuals may be hesitant to sign up for a service on their own website, they may be more inclined to view and interact with a Facebook page that can lead them to sign up later on.

PEER-TO-PEER SHARING & COMMUNITIES
Affiliate marketing encourages users to share Kingpin with their social network. We believe our plan also increases the likelihood of content sharing by integrating different social media platforms and linking those to Kingpin's personal website.

PREDICTIVE MODELING
We are capable of proceeding along this campaign’s path with few barriers as multiple strategies are easy to set-up with little to no cost. While something like a mobile app takes time to develop and test, we were able to execute other facets like the creation of a Twitter account.