GLOBAL GADGETS IMPORTS
MARKETING PROJECT PLAN
Jeremy Akima, Kenneth Bellicot, Stacy Nivens, Caroline Westhall-Miller, Monte Yingling
Phase 3 task 2 Group Project 2 Team A Group Presentation
Prepare A Marketing Plan Instructor Alan Fowler
May 7, 2010
GGI DELIVERING TREASURES
FROM AROUND THE WORLD INTO
YOURS
SIX MARKETING AREAS
MARKETING PLAN
PROFILING
PACKAGING
PRICING
PLACEMENT
PARTNERSHIP
PROMOTION
PROFILING
PROFILING IN MARKETING
TARGET MARKET
FOCUS GROUP
DATA
CHECK ONE CONSIDERING HOUSEWARES, DO YOU PREFER TO SHOP:
Online In-Store Both No Preference
PLEASE SPECIFY YOUR FAVORITE RETAILER(S) BELOW
PROFILING: QUESTION ONE
QUESTION ONE
1.2.3.
QUESTION TWO
QUESTION TWO
More Than 1 Time Per Day
1 Time Per Day 3-5 Times Per
Week 1 Time Per Week 3-5 Times Per
Month 1 Time Per Month Never Always
More Than 1 Time Per Day
1 Time Per Day 3-5 Times Per Week 1 Time Per Week 3-5 Times Per Month 1 Time Per Month Never Always
COOK ENTERTAIN
HOW OFTEN DO YOU COOK AND OR ENTERTAIN IN YOUR HOME?
PROFILING:
QUESTION THREE
QUESTION THREE
REGARDING HOUSEWARES APPLIANCES; SUCH AS SMALL KITCHEN APPLIANCES
AND PERSONAL GROOMING DEVICES, WHICH DO YOU PREFER:
“New And Improved” Gadgets Promising Innovation
Multi-purpose Products “Old Faithful” Or “Tried And True” None Of The Above Whatever Gets The Job Done
PROFILING:
QUESTION FOUR
QUESTION FOUR
ONLINEPrior To Purchase – Product DescriptionAt Time Of Purchase – Product DescriptionPrior To Purchase – Product DemonstrationAt Time Of Purchase – Product
Demonstration IN-STORE
Prior To Purchase – Product DescriptionAt Time Of Purchase – Product DescriptionPrior To Purchase – Product DemonstrationAt Time Of Purchase – Product
Demonstration FRIENDS AND FAMILY
Prior To PurchaseAt Time Of Purchase
SALES ASSOCIATEPrior To PurchaseAt Time Of Purchase
WHERE DO YOU ATTAIN
MOST OF YOUR
INFORMATION
BEFORE MAKING A
HOUSEWARES
PURCHASE?
*PLEASE CHECK ALL
THAT APPLY
PROFILING:
QUESTION FIVE
QUESTION FIVE
Branding Location Pricing Value Reputation Convenience Product Selection Sales Associate Knowledge Service Ease Of Returns Friends/Family Recommendation Product Demonstrations Innovative Gadgets Bonus/Award Program Promotions Free Shipping/Delivery To Home Discounted Items Latest Home Trends
PROFILING:
WHAT WOULD ENTICE YOU TO
SHOP AND PURCHASE
AT A NEW RETAIL STORE OR WEBSITE?
*Please check all that apply
Is There Any Retailer You Prefer Not To Do Business With?
NoYes – Please Specify Why:1. 2. 3.
QUESTION SIX
QUESTION SIXPROFILING:
PROMOTING COMPANY BRANDDEVELOPING A MARKETING STRATEGYCOMPANY IMAGE
Label Image Quality Loyalty Word Of Mouth
PACKAGING
BENEFITS Loyalty Image Word Of Mouth Recognition
PACKAGING: BENEFITS AND CHALLENGES
BENEFITS AND CHALLENGES
CHALLENGES Partnerships
Creative/Original Design
Expense
PROMOTING OUR BRAND THROUGH MARKETING
Smart Phone Application In Store Credit Cards Proudly Displaying Our Logo
For Deliveries
PACKAGING:
MAKE IT MEMORABLE
MAKE IT MEMORABLE
PRICING STRATEGIES Product-line Pricing Optional-feature Pricing It Is The Mission Of Global
Gadgets Imports To Become The Company That Makes All Wants Become Needs
PRICING
MAKE IT SPECIAL
MAKE IT MODERATEMAKE IT
MODERATE
WHAT DO WE MEAN BY:
CHANNELS Storefront, Internet, Catalog, Home
Shopping NetworksCOVERAGE Intensive, Selective,
Or Exclusive
THE BUSINESS ACTIVITIES OF A COMPANY THAT HAVE TO DO
WITH MAKING THEIR PRODUCTS AVAILABLE TO CONSUMERS
PLACEMENTPLACEMENT
WHAT DO WE MEAN BY:
ASSORTMENTS Product Selection, Color Choices, Displays, Merchandising
LOCATIONS Current and Proposed Stores, Rural, Urban, Or Both, Internet, Home Shopping Networks
INVENTORY How Much Of What Products TRANSPORT Mode Of Transportation To Stores,
Customers
THE BUSINESS ACTIVITIES OF A COMPANY THAT HAVE TO DO
WITH MAKING THEIR PRODUCTS AVAILABLE TO CONSUMERS
PLACEMENT
PLACEMENT
PLACEMENT EVALUATION
WHERE WILL THE NEW STORES BE LOCATED?
HOW WILL GGI GET THEIR PRODUCTS TO THE CUSTOMER?
IF GGI IS GOING TO INFLUENCE AN ACTION, GGI HAS TO PROVIDE AND DELIVER THE PRODUCTS TO BUY
FROM OUR STORES TO OUR CATALOGS TO OUR WEBSITE TO AROUND THE WORLD,
WHERE GGI PLACES THEMSELVES COMMUNICATES TO THE MARKETS WHERE
OUR PRODUCTS STAND
PLACEMENT:
WHERE GGI PLACES THEMSELVES CAN COMMUNICATE MESSAGES ABOUT
Who We Are – Friendly, Knowledgeable, Positive
What We Are – Unique, Diverse, Out Of The Ordinary
How We Are – Clean, Charitable, Attentive
MARKETINGMARKETING
INCOME AND POPULATION
Buffal
o City
Roche
ster
CitySyr
acus
e
Pough
keep
sie
Phila
delp
hia
Pittsb
urgh
Harris
burgAlto
ona
Pater
son
Cape
MayTr
ento
n
1 10 100
1,00
0
10,0
00
100,
000
1,00
0,00
0
10,0
00,0
00
INCOMEPOPULATION
CURRENTPLACEMENT
INCOME AND POPULATION
Buffalo
City
Roche
ster
CitySy
racu
se
Pough
keep
sie
Philade
lphia Pitt
sbur
ghHarris
burg
Altoon
aPater
sonCap
e May
Tren
ton
1 10 100 1,000 10,000 100,000 1,000,00010,000,000
$0
$5,0
00
$10,
000
$15,
000
$20,
000
$25,
000
$30,
000
$35,
000
$40,
000
$45,
000
POPULATIONINCOME
INCOME AND POPULATION
PROPOSEDLOCATIONS
Whi
te P
lain
s
Tom
s Riv
er
Wilk
es-B
arre
/Scr
anto
n0
20,00040,00060,000
POPULATIONINCOME
PLACEMENT
INCOME AND POPULATION
PLACEMENT
POPULATION
MEDIAN INCOME
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
CURRENT STORES LOCATIONS $30,558
PROPOSED LOCATIONS $59,011
POPULATION147,000
CURRENT STORE LOCATION-S7,771,000
COMPARISON
DATA TABLE CURRENT
LOCATIONS POPULATION INCOME PROPOSED LOCATIONS POPULATION INCOME LOCATIONS POPULATION
Buffalo City 138,000 $33,027 WHITE PLAINS 35,000 $58,545
CURRENT STORES
7,771,000
Rochester City 114,000 $27,123 TOMS RIVER 46,000 $ 62,971 PROPOSED LOCATIONS 147,000
Syracuse 80,000 $25,000 WILKES-BARRE/
SCRANTON 66,000 $ 55,516
Poughkeepsie 17,000 $29,389 Hypothesis Test: Independent Groups (t-test, pooled variance)
Philadelphia 7,000,000 $40,534 CURRENT
LOCATIONSCURRENT
MEDIAN INCOME CURRENT INCOME
NEW LOCATIONS
INCOME
706,454.55 30,558.4545 mean 30,558.45 59,010.67 mean
Pittsburgh 188,000 $28,588 2,087,995.99 4,309.9142 std. dev. 4,309.91 3,749.25 std. dev.
Harrisburg 25,000 $26,920 11 11 n 11 3 n
Altoona 28,000 $28,248 20 df 12 df
Paterson 82,000 $32,778 67,589
difference (Group 1 - Group 2) -28,452.
difference (Group 1 - Group 2)
Cape May 53,000 $ 33,462 2,179,872, pooled variance 17,822pooled variance
Trenton 46,000 $31,074 1,476,439. pooled std. dev. 42,21.6 pooled std. dev.
6,295,558standard error of difference 27,492
standard error of difference
0hypothesized difference 0
hypothesized difference
PLACEMENT
SALES DATA
STORES
INTERNET
PROJECTED HOME SHOPPING NETWORK
TARGET MARKET REGIONS
FOCUS GROUP
AVERAGED TARGET GROUP
$44,000,000
$10,000,000
$10,000,000
$35,902,413
$7,261,851
$5,026,349
Series4 Series3 Series2 Series1
MILLIONS
PLACEMENT
PLACEMENT PLAN
CURRENT LOCATIONS
INTERNATIONAL WEBSITE
NEW LOCATIONS
HOME SHOPPING
NETWORKS
COMPETITIVE MARKET ANALYSIS Provide Industry
Trends Competitor Rankings
Understanding Of Current And Potential
Client Base Search Engine
Marketing Placement
PARTNERSHIP
OTHER RETAILERS Superstores
Target Wal-MartHome Depot
COMPLIMENTARY RETAILERS Furniture Stores Home
Construction And
Builders/Model Homes
PARTNERSHIP
COOPERATIVE MARKETING
WAYS TO ENGAGE
THE PARTNER
Join Forces With
Someone
Not Just Advertising
How To Pick One
ECONOMIES OF SCALE
BARGAINING POWER
FLOW OF PRODUCT
COMBINED MANPOWER
AND EXPERTISE
KEEP MORE OF
YOUR DOLLAR
COOPERATIVE MARKETING:
PARTNERSHIP
THE BENEFITS
THE BENEFITS
AGREE TO A COMMON
MISSION
TRUST AND INFORMATIO
N SHARE
GROUP DYNAMICS
LACK OF COMMITMEN
T
HANDLING SUCCESS
COOPERATIVE MARKETING:
PARTNERSHIP
THE CHALLENGE
S
THE CHALLENGE
S
Home Builders• Westrum Homes –
Around Philadelphia• Hallmark Homes –
Central New Jersey• Toll Brothers – In 20
States Including New York
GGI’S COOPERATIVE PARTNERS
HOME BUILDERS ASHLEY FURNITURE
ASHLEY FURNITURE•#1 Home Furniture Brand In North America
•Brick And Mortar Stores•Website Potential•Regional Warehouses•Own Fleet Of Trucks•GGI & Ashley Furniture Co-sponsor Charity Golf
PARTNERSHIP
PROMOTION
DIGITAL PROMOTION Website Television E-mail Social
Networking 136 To 142
Hours Of Television Watched
ISP (Internet Service Provider) Compliance
Narrow Customer Focus
PROMOTION INVOLVES ALL THE TOOLS AND ACTIVITIES
FOR MARKETING COMMUNICATIONS AND ADVERTISING
NON-DIGITAL PROMOTION Direct Mail Public Relations In Store Personal Selling Radio More Bang For The Buck
PROMOTION:
TARGET AUDIENCE Philadelphia New York New Jersey Trenton
ATTRACTING BUSINESS
ATTRACTING BUSINESS
INCENTIVES PRICES
QUALITY DIVERSITY
PROMOTION:
CUSTOMER COMPENSATION INDEX Focused Resources
HOME IMPROVEMENT SHOWS Endorsements
MASCOT Attraction
PRESTIGE EMAIL Loyalty
COUPONS Seeking Value
RECOMMENDATIONS
RECOMMENDATIONS
CONCLUSION
PROFILINGDiverse Focus Groups Representative Of Target Markets Via Philadelphia Ages 25-74, Customer Focus Questionnaire
PACKAGINGInternational Theme With Brand Logo On All Packaging With Tag-line
PRICINGModerate With 10% Merchandise Specialty Items/Higher Priced
PLACEMENTThree New Locations, Internet, Global Market, Home Shopping Networks
PARTNERSHIPSComplimentary Partnerships From Other Retailers And Services, Market Sharing, Data Sharing
PROMOTIONNarrow Customer Focus Through Focus Groups, Tap Into New Areas Of Social Marketing
RECOMMENDATIONS
RECOMMENDATIONS
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