marketing plan
description
Transcript of marketing plan
Group members: Zoe , Joyce , Candy, Kandy
Hestia, Valentina, Ivy, Sane,
Swift( 斯威夫特有限合伙企业 )
◆Basic form: limited partnership
◆ Main product: washing machine
target market
product
price
promotion
distribution
Target market
product
Product characteristics full-automatic , time /water/electricity saving,Multi-division( an innovative one)
family :Full-time housewife& Working womenSingle and busy working: Men & women
familySingle and busy
workingFull-time housewife&Working women
Capacity: 7kgSize: 760*430*910mm
Process: 20min
Men & women
Capacity: 3kg Size: 370×400×600mm
Process: 15min
pricing strategy
penetration strategy Since our target customers are sensitive to price changes due to family budget and income concern,
the price of the products should not charge too high and should remain reasonable.
We can use penetration strategy to attract customers.
how to set the prices? sales-oriented objectives
—— the family set will be 2500 yuan,
—— the single set will be 2000yuan.
add value
educate customers
establish relationships
nonprice strategy
promotion
•Advertising•Personal selling•Sales promotion•Word of mouth
• Newspaper• Television ads• Direct mail• Ads on the Internet • Outdoor ads• Transportation ads• Specialty ads
Advertising
newspaper
newspaper is a good way to advertise as they are low in cost and can be prepared and placedwithin minimum time
TV adsPro:
Con
Present only 10 seconds’ advertisement
Avoid presenting at prime time( 黄金时段 )
★ reach a vast captive audience
★ effective
●costly
●time limit
PersonalizedEffective to reach targeted people
Be regarded as junk mail and throw away
Print more useful information on the materials that can avoid being
a junk mail
swift
——letters, fliers and cataloguesdirect mail
Set up an official website of SWIFT
Form a BBS forum for the customers or potential customers
Make full use of some communicative intermediaries
◇ Low cost◇Can be viewed and modified at any time
Pro:
ads on the Internet
——billboards, posters and electric displays…
斯威夫特 洗衣机
SWIFT
outdoor ads
Set up billboards beside
the street
Print out some posters to paste
on the wall or building if it’s legal
Contact with a transportation media company to play our
advertising video on the screen in the railway
station or post them on bus sides even the back of the
seats.
transportation ads
Specialty ads
Print the name of ourproduct on somecommodities such as T-shirts, hats, cups, umbrellas, calendar ,shopping bags.
Why ?
To establish brand awareness among our target audience.The advantage of specialty ads: 1 、 covering a wide range 2 、 mobility 3 、 improving corporate image
Find out prospective customers
Approach the prospective customers
Personal selling
Handle the objections from the customers
Make a presentation to our prospect
Follow-up
Sales promotion
•Point-of-sale displays Lotteries and sweepstakes•Coupons•Premiums•bulk buying
Point-of-sale displays Lotteries and sweepstakes
•Compare Swift with other brands of washing machines in the spot at the opening day ( time saving, water saving, electricity saving, etc.)•hold the prize-winning quiz winners can have an opportunity to enter the lucky draw. (prizes: coupons, souvenir, ect.)
CouponsUsually distributethrough media, giving discount to customer.
premiums
•Get free washing bags, umbrellas with Swift printed on it.
bulk buying
If you buy 5 units with your friends together, you will enjoy discount of 30% per one
Word of mouth
•tell your friends ,if you like it
•Viral marketing
Channels of distribution
Physical distribution
•Direct channel
•Two level channels
Modes of transportation:
truck
Direct channelDirect channelDirect channelDirect channel•Avoid dealer markups Avoid dealer markups •Avoids the higher inventory Avoids the higher inventory costscosts•Allows Allows our our Company to maintain,Company to maintain, monitor, and update a customermonitor, and update a customer databasedatabase•Allows Allows ourour Company to rapidly Company to rapidly and efficiently deliver relevantand efficiently deliver relevant technology to technology to ourour customers customers..
twotwo levellevel channelschannels
wholesalers
retailers
agent and brokers
drop shippers
store retailing: department storesnonstore retailing: virtual stores
With drop shippers, the customer orders can be tranfered to the our Manufacture company or wholesalers, then they can ship the swiftwashing machine directly to the customers.
drop shippers
Put the swift washing machine in the roof of electrical product.Compared with other product, it can show its better quality, lower price,energy conservation andFunctional Superiority
store retailing : department stores
open a virtual store on the Internet, so that the consumer can find it on the Intenet. afterthe consumer finish a order, our store willsend it to the consumer.
Nonstore retailing:Virtual stores
a sales agent is responsible for all our swift washing machine
a broker find a buyer for the swift washing machine,After clinching a deal, the goods by swift company direct shipment to buyer
agents and brokers
• Truck
• To
customers
wholesalers
retailers
TransportationTransportation
modemode
Move the washing machines quickly and go wherever
there are roads