The next sixmonths of the marketing plan calls for increased marketing to match the growthin seasonal demand that occurs during the period. The campaign is designed totake advantage of the seasonal growth in bathroom fitting and mirror categorieswith linkages to the other two categories of Houzit: bedroom fittings anddecorative items. Activity 1: Magazine Advertising and PR.Brief Details: Promoting Houzit promotion on home-ware magazineincluding the clear web address line of ‘Fund us at www.houzit.com’.
But be informed that we will notuse too many letters and colors on the advertising, we will just keep it simpleand clean. This is a key driver in achieving the marketing objectives becauseour major competitor is slashing ther advertising budjet and putting what theyhave into sponsorships Activity 2: In-store promotion.Brief Details: It is planned that the in-store displays will feature thesame advertising visuals to magazine and link the featured products with otherareas in Houzit’s assortment.
Also, all in-store displays will carry the webaddress line of ‘find us at www.houzit.com’. And put the words that if thecustomers access to our website, they can simply find product information whichthey can order and pay online. Activity 3: Web based promotion.Brief Details: The Company’s web page will also carry the advertisingvisuals on the home page and will use the PR copy in article marketing onpopular article content sites.
The webpage will be targeted towards thekeywords found in the PR article and featured in the advertising of ‘stylishbathroom’ and exotic mirrors’. These keywords will also be secured viapay-per-click traffic directing. Integrationof organizational activitiesAn integration of marketing activities and sales promotioncan make it easier to achieve a marketing objectives. In Houzit’s nextmarketing plan will be including the followings. 1. Advertising – Advertising and PR on paid magazine. Thiswill increase brand awareness and it’s an effective offline marketing activity.2.
Direct Marketing – Since we have developed website, andsearch engine optimization, we can add function to send a specificadvertisement for specific customer that search for each product. 3. Internet Marketing – Customize webpage design and searchengine to support customer convenience.
4. Sales Promotion – Sales promotion will be managed tosupport seasonal needs. 5. Public Relation – We will improve both pre-sale andafter-sale services to gain more trusts from customer in order to enable goodwords of month so that people recommend our products to others. 6.
Personal Selling – Educate our staffs in all Houzit shopsso that they can support customers professionally and increase revisit. Monitorprogress To measure marketing performance, wehave to collect the information in the period that the mentioned marketingactivities above have been executed. First, collect the information inthe past, including the number receive by email, website or phone call in thepast, and sales revenue.
Second, compare each informationbetween the past and present activities then you find the change, eitherincrease or decrease. Third, randomly ask the customershow they found out about our business and don’t forget to get customer locationso that we can know the most effective area we have run advertisement. Forth, conducting one or all of thefollowing marketing survey to get primary data. 1. Market survey.
2. Situation Analysis 3. Customer Satisfaction Survey 4. Employee Survey (relevantdepartment) Finally, we can now at least findthe part of customer journey that is needed to be changed or remained. And wecan also use these information for future CRM. Distributingand pricingAs Lamberts Consulting has recommended to the board, thedistribution channel options will be;1. Physicalstore – Currently we have 15 Houzitphysical stores2.
Onlinestore – Currently we have asked website development team to customize thewebsite to be easier for the customer to order and pay online. For the pricing, Lamberts has alsoalerted the company to the fact that the strong Australian dollar was makingtheir imports cheaper to buy, putting pressure on the local suppliers to matchprices. As a result, some of our competitors have signaled a drop in the retailprice of their quality imported home-wares. Imports were usually an area ofhigh margins for the company and any loss there could be a serious issue.Monitoring both the Australian dollar and competitor prices has been set as apriority for the coming six months. KPIs 1. ROMIThe board has set a benchmark of 15% of new sales generatedas an appropriate customer acquisition cost. This is a KPI that the board wantsto monitor along with the market share percentage.
We will use ROMI(return-on-market-investment) to measure. ROMIThe Return on Marketing Investment KPI measures howmuch revenue a marketing campaign is generating compared to the cost of runningthat campaign(Credit: Klipfolio).The most basic way to calculate the ROI of a marketing campaign is to integrate it into the overallbusiness line calculation(Credit: Investopedia)2. MarketShare The market for home-wares in Brisbane is estimatedlast year at $175 million per annum with an anticipated growth rate of 10% thisyear. That means the market about this year will be around $192.5 million perannum.
Last year, Houzit got 11% marketshare which equal to $19.25 million. And it’s expected to be 12% this year whichequal to $21.56 million. In order to make it reaches themarket share target, Houzit must gain weekly sales target as; $21,560,000/52/15 = $27,641 per week for each store. Delegation The delegation of roles andresponsibility should be assigned based on marketing activities as followings1.
Advertising and PR – Marie2. Websitedesign and Search Engine Optimization – Tony 3. In-storepromotion – Me (Marketing Coordinator) The in-store promotion will keep us connected with the keypersonnel and the trends in merchandise category sales. Lamberts consulting are also apreferred supplier of market research, marketing audits and marketingconsultancy. Summary notes from the meeting with CEOTopic:Management plan for marketing activitiesAssessor:CEOOwner:Marketing Coordinator BriefInformationThe marketing department have developed a plan for 15 Houzitstores over 12 months ago and it’s needed to be implemented the strategies toachieve the marketing objectives this year.
Due to the growth in season demand that will occur in thenext six months, Houzit will need the marketing plan that will increasemarketing activities to match the growth in every marketing channels. Summary CEO has approved the plan with therequest to marketing team to share with relevant personnel in the organization,including the communication strategies as followed;? Shared emailing – Once the approval has been signed, and the marketing teamhas finished gathering all information needed to be shared, it’s needed to sendthe email to the relevant personnel as soon as possible. ? Formal meetings – After discuss for the appropriate time to have a meeting,marketing team will send meeting invitation to relevant personnel. ? Informal meetings – The informal meeting will be held once a week todiscuss with the team about their work results.
? Team visits – stores – It’s necessary to visit the store to get theinsights from the staff that communicate directly to customers so that we cansolve the hidden problem in time. ? Progresscharts – The updates from all relevant personnel will be gathered once a weekand reported to management team and CEO