Xây dựng kế hoạch MARKETING 01 - Tài liệu tham khảo

Sand Valley Computers Marketing Plan
Personal Selling Budget
Advertising Strategy
Sand Valley Computers operates on a minimal advertising budget using strictly print media. The company
advertises daily in the Sand Valley Area regional newspapers, weekly in community newspapers, and
periodically in local universities and community colleges student publications. The advertising budget is 2%
of gross sales and is planned to expand to 3% during the first six months of the IB product.
Specific Marketing Strategy 28
Sand Valley Computers Marketing Plan
Advertising Budget
Description Last Year % of This Year % of Projection % of
Dec 1998 Budget Dec 1999 Budget Dec 2000 Budget
Sand Valley Chronicle $130,000 90% $145,000 89% $200,000 78%
Valley State University
Newspaper
$5,000 3% $6,000 4% $7,000 3%
Oaktree Private University
Newspaper
$5,000 3% $6,000 4% $7,000 3%
San Anza Community College
Newspaper
$5,000 3% $6,000 4% $7,000 3%
Valley City Weekly Newspaper $0 N/A $0 N/A $17,000 7%
Sunny View Weekly Newspaper $0 N/A $0 N/A $17,000 7%
Total Budget $145,000 100% $163,000 100% $255,000 100%
Growth Rate --- 12% 56%
Specific Marketing Strategy 29
Sand Valley Computers Marketing Plan
Direct Marketing Strategy
Sand Valley Computers does not currently have a direct marketing strategy. However, the company plans to
begin a targeted direct mailing campaign to customers residing in lower income cities, as obtained via the
SmartSurvey product. This information will be supplemented by the CD-ROM address listing offered by US
Electronic Demographics. SVC plans to spend an additional .25% of sales on this program during a single
mailing, then measure the results and evaluate its effectiveness.
Direct Marketing Budget
Description Last Year % of This Year % of Projection % of
Dec 1998 Budget Dec 1999 Budget Dec 2000 Budget
Redwood Town Mailing $0 N/A $0 N/A $5,000 20%
South Bay City Mailing $0 N/A $0 N/A $7,500 29%
Pleasantville Mailing $0 N/A $0 N/A $5,000 20%
Valley City Mailing $0 N/A $0 N/A $4,000 16%
Sunny View Mailing $0 N/A $0 N/A $4,000 16%
Total Budget $0 0% $0 0% $25,500 100%
Growth Rate --- N/A N/A
Specific Marketing Strategy 30
Sand Valley Computers Marketing Plan
Direct Marketing Budget
Sales Promotion Strategy
Sand Valley Computers generally keeps its sales promotions to a minimum, since its strategy is to maintain
everyday low cost pricing. To supplement advertising, SVC provides its local retail channel brochures and
product comparisons on reliability, service and price. In addition, SVC provides the retailer with display
logos and signs to differentiate its product line. With the introduction of the new IB product, SVC will run
in-store demonstrations every other weekend for a period of 6 months in order to stimulate interest and
demand for the product. During the demos, an SVC polo shirt will be given away each hour through a
drawing. Once per weekend, a drawing will be conducted for a free IB machine.
Specific Marketing Strategy 31
Sand Valley Computers Marketing Plan
Sales Promotion Budget
Description Last Year % of This Year % of Projection % of
Dec 1998 Budget Dec 1999 Budget Dec 2000 Budget
Logo Polo style shirts $200 100% $220 100% $300 22%
Drawing for Internet Box $0 N/A $0 N/A $1,050 78%
Total Budget $200 100% $220 100% $1,350 100%
Growth Rate --- 10% 514%
Publicity and Public Relations Strategy
Sand Valley Computers’ public relations budget is very small. SVC encourages its employees to become
involved in their community and to volunteer for local causes. The company provides employees with free T-
shirts displaying the company logo to wear at events and fund-raisers such as 10K runs and volunteer holiday
meal service for the homeless. In addition, SVC sponsors a local girls soccer team and a boys little league
team, providing shirts and hats for the players and coaches. Since the Internet is currently a hot topic in the
educational system, SVC plans to coincide the introduction of the IB with a new PR program involving
public schools. SVC will participate in technology seminars and workshops to demonstrate how IB’s can be
used to access the Internet.
Specific Marketing Strategy 32
Sand Valley Computers Marketing Plan
Publicity and Public Relations Budget
Description Last Year % of This Year % of Projection % of
Dec 1998 Budget Dec 1999 Budget Dec 2000 Budget
Employee event T-shirts $500 29% $550 29% $750 20%
Little League sponsorship $600 35% $660 35% $725 20%
Soccer League sponsorship $600 35% $660 35% $725 20%
School seminar participation $0 N/A $0 N/A $1,500 41%
Total Budget $1,700 100% $1,870 100% $3,700 100%
Growth Rate --- 10% 98%
Specific Marketing Strategy 33
Sand Valley Computers Marketing Plan
Specific Marketing Program(s)
Product, Branding, Packaging Programs
SVC will not have to build extensive product marketing programs. The IB product has received a great deal
of publicity before and during its production. SVC will need to create awareness among the public that it
makes the IB and that it is of the same quality as its PC systems and is lower priced than its competitors’.
SVC will run the following programs:
1. Submit the Sand Valley Computers IB to local computer trade publications that review computer
systems and benchmark their performance and reliability. This program is aimed at establishing a
high cost/performance ratio for SVC.
2. Ensure Internet navigation software contains the Aqua SVC logo in the upper right hand corner.
3. Improve packaging of IB shipping box. To improve brand awareness and eye-catching position on
the shelf, change color of box from plain color with black writing to plain with aqua logo and black
printing. Include "Internet everyone can afford" slogan on shipping box.
4. Enhance packaging by including additional Internet literature and the uses of the IB, as published by
industry periodicals, to increase post-purchase satisfaction and usage.
Product/Service, Branding, Packaging Programs
Action Item Responsibility Start Date Complete Date Progress
Submit prototypes to trade publications Patty Powers xx/xx/19xx xx/xx/19xx on schedule
Design and order new shipping materials Frank Future xx/xx/19xx xx/xx/19xx ahead of schedule
Obtain permission and reprint Internet/IB Patty Powers xx/xx/19xx xx/xx/19xx ahead of schedule
Program SVC logo into Internet software Richard Right xx/xx/19xx xx/xx/19xx on schedule
Specific Marketing Program(s) 34
Sand Valley Computers Marketing Plan
Pricing Programs
Sand Valley Computers will apply its everyday low price and volume discount programs to the new product
line. Specific programs will be:
1. Introduce IB at $349, everyday. This will reinforce the "Internet everyone can afford" slogan.
2. Re-evaluate price points through current market literature.
3. Establish volume discount program for the new IB product.
Pricing Programs
Action Item Responsibility Start Date Complete Date Progress
Establish everyday low price for 3 IB
models
Patty Powers xx/xx/19xx xx/xx/19xx on schedule
Re-evaluate price points P.C. Gordon xx/xx/19xx xx/xx/19xx on schedule
Distribution and Placement Programs
The IB product is relatively new, demonstrations in-house and at the local retailers will educate the channel
and customer. This can be accomplished through the following programs:
1. Product training and technology training for the owners and staff of the local electronic retailers.
2. In-store demonstrations by SVC employees to local electronic retailer customers. This will be run in
conjunction with publicity and promotion campaigns detailed later in the plan.
3. Set up ”live“ Internet IB machine where customers pick up their product at the Sand Valley
warehouse location. Encourage customers to do self demonstrations or assist them as needed.
Specific Marketing Program(s) 35
Sand Valley Computers Marketing Plan
Distribution and Placement Programs
Action Item Responsibility Start Date Complete Date Progress
Conduct IB training for retailers Frank Future xx/xx/19xx xx/xx/19xx on schedule
Arrange in-store demos with retailers P.C. Gordon xx/xx/19xx xx/xx/19xx on schedule
Setup IB demonstration in customer area Patty Powers xx/xx/19xx xx/xx/19xx on schedule
Personal Selling Programs
1. Offer product collateral at point of purchase for direct pick-up customers. Company representative
will hand each customer an IB product information sheet and inform them of ”exciting new Internet
products“.
Personal Selling Programs
Action Item Responsibility Start Date Complete Date Progress
Design and Order IB collateral Patty Powers xx/xx/19xx xx/xx/19xx on schedule
Communicate and train employees on IB P.C. Gordon xx/xx/19xx xx/xx/19xx on schedule
Train employees on IB product position Frank Future xx/xx/19xx xx/xx/19xx on schedule
Advertising Programs
1. Place additional advertisements in Sand Valley Chronicle in weekend editions for 90 days.
Emphasize the "Internet everyone can afford" slogan.
2. After 90 days, include IB advertisements as part of regular PC systems ad.
3. Place IB related advertisements in local college publications during first two weeks of each semester.
4. Place additional advertisements in free weekly local newspapers, Valley City and Sunny View.
Specific Marketing Program(s) 36
Sand Valley Computers Marketing Plan
Advertising Programs
Action Item Responsibility Start Date Complete Date Progress
Design new IB advertisement Patty Powers xx/xx/19xx xx/xx/19xx on schedule
Place ad in print media publications P.C. Gordon xx/xx/19xx xx/xx/19xx on schedule
Design new ad with IB and PC products Frank Future xx/xx/19xx xx/xx/19xx on schedule
Replace these with existing ad contracts Richard Right xx/xx/19xx xx/xx/19xx on schedule
Direct Marketing Programs
Conduct direct marketing campaigns for both consumer and business target markets as follows:
1. Use SmartSurvey to establish the areas with less than average household incomes. Select random
sample from CD-ROM database and send direct mail literature to these households. The mailing will
include Internet information, IB information, and SVC home Internet Box product line. The current
tele-sales staff will handle the in-bound calls, but additional staffing will be necessary.
Direct Marketing Programs
Action Item Responsibility Start Date Complete Date Progress
Purchase, install, learn SmartSURVEY Patty Powers xx/xx/19xx xx/xx/19xx on schedule
Purchase, install, CD-ROM address info P.C. Gordon xx/xx/19xx xx/xx/19xx ahead of schedule
Merge addresses with target cities Frank Future xx/xx/19xx xx/xx/19xx behind schedule
Develop direct mailing literature Richard Right xx/xx/19xx xx/xx/19xx on schedule
Print Literature professionally Patty Powers xx/xx/19xx xx/xx/19xx on schedule
Implement direct mail campaign Richard Right xx/xx/19xx xx/xx/19xx on schedule
Track campaign effectiveness Patty Powers xx/xx/19xx xx/xx/19xx on schedule
Specific Marketing Program(s) 37

Tài liệu liên quan

Tài liệu mới nhất