America is in dire need of realistic and healthily depicted Christians, especially Christian women. The Virtue and Valor Ministries Pageant System, “The Virtuous Women Pageant,” focuses on women who exemplify the characteristics of Godly woman. The pageant is not beauty pageant but it is an inner beauty pageant which focuses primarily on the character and heart of the contestants. The Virtuous Woman Pageant offers Christian women an opportunity to serve as Ambassador for Christ in the United States of America.
The Virtuous Woman Pageant intends to establish a venue for women to compete not only in terms of physical beauty but also in the context of “inner exquisiteness” of the female contestants. The target market includes possible candidates with sound biblical foundation and must be a part of a Christian Church for at least five years aged 13-45 years.
The Virtuous Woman Pageant is relatively new event, so the best strategy to begin with is to establish a name and build reputation. Integrated marketing communication tools, advertising, publicity and personal selling, are implemented.
IMC tools has contributed to the success of the launching of the event but it is also imperative to employ a system which recognizes and addresses the internal forces with in the management and also the changing forces of the environment in order to yield positive results.
Strategic Marketing Plan:
VIRTUE AND VALOR MINISTRIES
Objectives & Mission Statement
Mission
The mission of The Virtuous Woman Pageant is to offer Christian women an opportunity to serve as Ambassador for Christ in the United States of America.
The Virtuous Woman Pageant has replaced many of the undesirable aspects of pageantry with biblical truths, as it designed to promote character, and recognize talents, abilities and spiritual gifts of women 13 to 45 years of age.
Proverbs 31:10 asks, “Who can find a Virtuous Woman? For her price is far above rubies.” We are looking for the Virtuous Woman as described in Proverbs 31:10-31; an excellent wife (marital status optional), mother, friend, business woman and leader.
Objectives
1. Virtue and Valor Ministries will launch a nationwide publicity and advertisement campaign to promote the Virtuous Woman Pageant which will include web-based, magazine, newspaper, radio, television and church coverage by September 1, 2006. This campaign will be designed to last entire year.
2. Virtue and Valor Ministries will implement a stringent Virtuous Woman Pageant contestant recruitment plan throughout the year with monthly reporting due by state pageant directors and/or recruiters.
3. Virtue and Valor Ministries will hold quarterly Virtuous Woman Pageant contestant institutes, where the contestants will come to California and go through an extensive interviewing process, do a presentation on their statewide ministerial and/or missionary outreach project, and attend ministerial workshops/events. The institute will be held September, December, March and July.
4. Virtue and Valor Ministries is striving to have a queen to represent every state including areas in the US territory, no later than the second week of July 2007.
5. Virtue and Valor Ministries will hold the annual Virtuous Woman Pageant the third week of August 2007, through which we will crown a new queen and three runners-up.
Customer Targets
The target market includes possible candidates with sound biblical foundation and must be a part of a Christian Church for at least five years aged 13-45 years.
Competitor Targets
The Miss America Pageant, The Miss USA Pageant, The Miss Corporate America Pageant, and The Personality Pageant are the existing competitors of The Virtuous Woman Pageant.
Product/Service Features
This extravagant event, “The Virtuous Woman Pageant,” is being sponsored by Virtue and Valor Ministries, a division of Quantum Leap Consulting Agency. The Women of Virtue Pageant System is designed to promote character, and recognize the talents, abilities and spiritual gifts of Christian women 13 to 45 years of age.
All too often, the media reflects Christian women as over zealous and second-class citizens. “The Virtuous Woman Pageant” focuses on the women who exemplify the characteristics of a Godly woman.
Each contestant is required to have a sound biblical foundation, must be in membership with a Christian oriented church for at least five years, currently active in ministry as well as submit reference letters from their senior pastor and immediate ministry team leader just to begin the application process.
This is an exciting opportunity to recognize women of virtue with courageous hearts. This pageant is not a beauty pageant, but it is an “inner beauty pageant” which focuses primarily on the character and heart of the contestants. The Virtuous Woman Pageant has replaced many of the undesirable aspects of pageantry with biblical truths.
Core Strategy
The core strategy is the heart of the marketing. It is in this part of the planning process that the capabilities and strong points of the company are subjected to the opportunities available in the market (Winer, 2004). This strategy is based on the attempt of Virtue and Valor Ministry to create a pageant representing religiously sound females. The strategy is on value positioning and on product positioning.
Value Positioning
Normally, the target markets intends to choose the product or services that provide them with the greatest value (Winner, 2004). The Virtuous Woman Pageant intends to establish a venue for women to compete not only in terms of beauty but also in the context of inner exquisiteness of the female contestants.
Product Positioning
The Virtuous Woman Pageant is differentiated from the likes of Miss America Pageant, The Miss USA Pageant, The Miss Corporate America Pageant, The Miss Fitness Pageant and the others in the sense that it not a beauty contest but instead an inner beauty pageant. This is to promote the Word of God through the Virtuous Woman. A good strategy to begin with would be to establish a strong name recall for the pageant and build on a reputation that would persuade women of such characters to join the pageant. It is important for the pageant to position itself in the market as an advocate of the Word of God, Christian beliefs and a defender of its principles.
Marketing Mix
Communications & Promotion
Virtue and Valor Ministries implemented the Integrated Marketing Communication. This includes advertising, publicity, and personal selling.
Advertising refers to the paid promotion of goods and services through a sponsoring organization or company. It is the paid communication through which relevant information about the product is conveyed to potential consumers (Allen et al. 2001).
Virtue and Valor Ministries uses advertising plan in order to impart to interested Christian women aged 13-45 the availability of slots in the Virtuous Woman Pageant. In addition, advertising will also provide critical information regarding the Virtuous Woman Pageant.
Information Technology is use in advertising the campaign of Virtuous Woman Pageant. The use of Pop-up ads and email ads as a form of online advertisement can be very useful. Televisions, radio and other medium for communication is also used.
Another type of communication and promotion used is publicity. Publicity is a term that is closely related to public relation. It is the careful management of the means of communication of the products or services between the company and the general public (Winer, 2004).
A press release will be organize for the launching of the Virtuous Woman Pageant. But in order for this techniques to be effective, the organizers should manipulate the press release in order to be a perfect match to the Christian women.
Another technique of marketing communication is personal selling. Personal selling is an approach that pertains to a systematic process of continuous yet measurable methods in which the person selling describes his offered products or services in such a way that the buyer visualize how to benefit from the offered products or services in an economic way (Berger et al. 2003).
Personal selling for Virtuous Woman Pageant will also be encouraged. In this way, there will be access to immediate feedback, the persuasive nature of the endeavor also is helpful, there is also option of choosing a target audience and a deatiled information can also be given directly.
Price
There two groups of pricing strategy, cost-based and market-based. Virtue and Valor Ministries consider market-based approaches. The market-based approach tends to consider either on the competition, customer demand, or both (Morris, G. & Morris, M, 1990). When the pricing strategy to be used has been recognized, the company must determine what to accomplish with the particular pricing strategy.
There are various pricing objectives which includes penetration pricing, skimming, investment pricing, pricing for stability, and competitive pricing. With these objectives, Virtue and Valor Ministries considered three, penetration pricing, pricing stability, and competitive pricing, due to its giving significance on clients and competitors. These three pricing objectives considered determine the pricing of a newly starting business with well establish competitors. Since The Virtuous Woman Pageant is new in the industry, the pricing method chosen should adapt the new situation.
From the three pricing objectives considered, Virtue and Valor Ministries has chosen to use competitive pricing. Competitive pricing describes a situation where the price at the market is the same to a particular brand’s price (Morris, G. & Morris, M, 1990). This pricing objective is appropriate to The Virtuous Woman Pageant because it is still new in the industry and the clients are still not convinced that there is significant difference between the Virtuous Woman Pageant and the other existing pageant. Competitive pricing has been chosen because through this lower cost can be made with regards to the pageant and therefore, The Virtuous Woman Pageant would have advantage over competitors. It can also help in making the new company known to actual and potential clients and thus, giving the company a distinct identity over competitors.
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