Download project name - Stellar Revolutions

GGI DELIVERING
TREASURES FROM
AROUND THE
WORLD INTO
YOURS
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
PROFILING
PACKAGING
PROMOTION
MARKETING
PLAN
PARTNERSHIP
PRICING
PLACEMENT
 Online
 In-Store
 Both
 No Preference
1.
2.
3.
HOW OFTEN DO YOU COOK AND OR ENTERTAIN IN YOUR HOME?
 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
 “New And Improved” Gadgets Promising Innovation
 Multi-purpose Products
 “Old Faithful” Or “Tried And True”
 None Of The Above
 Whatever Gets The Job Done
 ONLINE
 Prior To Purchase – Product Description
 At Time Of Purchase – Product Description
 Prior To Purchase – Product Demonstration
 At Time Of Purchase – Product Demonstration
 IN-STORE
 Prior To Purchase – Product Description
 At Time Of Purchase – Product Description
 Prior To Purchase – Product Demonstration
 At Time Of Purchase – Product Demonstration
 FRIENDS AND FAMILY
 Prior To Purchase
 At Time Of Purchase
 SALES ASSOCIATE
 Prior To Purchase
 At Time Of Purchase


















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
Is There Any Retailer You Prefer Not To
Do Business With?
No
Yes – Please Specify Why:
1.
2.
3.
PROMOTING COMPANY BRAND
DEVELOPING A MARKETING STRATEGY
COMPANY IMAGE
 Label
 Image
 Quality
 Loyalty
 Word Of Mouth




Loyalty
Image
Word Of Mouth
Recognition
Partnerships
Creative/Original Design
Expense
 Smart Phone Application
 In Store Credit Cards
 Proudly Displaying Our Logo For
Deliveries
 Product-line Pricing
 Optional-feature Pricing
 It Is The Mission Of Global Gadgets Imports
To Become The Company That Makes All
Wants Become Needs
 Storefront, Internet,
Catalog, Home Shopping
Networks
 Intensive, Selective, Or
Exclusive
 Product Selection, Color Choices,
Displays, Merchandising
 Current and Proposed Stores, Rural,
Urban, Or Both, Internet, Home Shopping
Networks
 How Much Of What Products
 Mode Of Transportation To Stores,
Customers
 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
 Who We Are – Friendly, Knowledgeable, Positive
 What We Are – Unique, Diverse, Out Of The Ordinary
 How We Are – Clean, Charitable, Attentive
CURRENT
PLACEMENT
INCOME
POPULATION
1
10
100
1,000
10,000
100,000
1,000,000 10,000,000
$45,000
$40,000
$35,000
$30,000
$25,000
POPULATION
$20,000
$15,000
$10,000
$5,000
1
10
100
1,000
10,000
100,000
1,000,000
$0
10,000,000
INCOME
PROPOSED
LOCATIONS
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
POPULATION
INCOME
COMPARISON
MEDIAN INCOME
CURRENT STORES LOCATIONS,
$30,558
PROPOSED LOCATIONS,
$59,011
CURRENT STORE
LOCATIONS7,771,000
POPULATION
POPULATION
147,000
0%
20%
40%
60%
80%
100%
CURRENT LOCATIONS
POPULATION
INCOME
PROPOSED LOCATIONS
POPULATION
INCOME
Buffalo City
138,000
$33,027
WHITE PLAINS
35,000
$58,545
LOCATIONS
POPULATION
CURRENT STORES
Rochester City
114,000
$27,123
TOMS RIVER
46,000
$ 62,971
Syracuse
80,000
$25,000
WILKES-BARRE/SCRANTON
66,000
$ 55,516
Poughkeepsie
17,000
$29,389
Philadelphia
7,000,000
$40,534
7,771,000
PROPOSED
LOCATIONS
147,000
Hypothesis Test: Independent Groups (t-test, pooled variance)
CURRENT LOCATIONS
706,454.55
CURRENT MEDIAN
INCOME
NEW LOCATIONS
INCOME
CURRENT INCOME
30,558.4545 mean
188,000
$28,588
2,087,995.99
Harrisburg
25,000
$26,920
11
Altoona
28,000
$28,248
Paterson
82,000
$32,778
Cape May
53,000
$ 33,462
2,179,872, pooled variance
pooled
17,822 variance
Trenton
46,000
$31,074
1,476,439. pooled std. dev.
pooled std.
42,21.6 dev.
standard error
6,295,558 of difference
standard
error of
27,492 difference
11 n
20 df
difference (Group 1 67,589 Group 2)
hypothesized
0 difference
4,309.91
59,010.67 mean
Pittsburgh
PLACEMENT
4,309.9142 std. dev.
30,558.45
11
3,749.25 std. dev.
3n
12 df
difference
(Group 1 -28,452. Group 2)
hypothesized
0 difference
PLACEMENT
Series1
Series2
Series3
Series4
$44,000,000
STORES
$10,000,000
INTERNET
PROJECTED HOME SHOPPING NETWORK
$10,000,000
TARGET MARKET REGIONS
$35,902,413
FOCUS GROUP
$7,261,851
AVERAGED TARGET GROUP
$5,026,349
MILLIONS
CURRENT
LOCATIONS
COMPETITIVE MARKET
INTERNATIONAL
ANALYSIS
WEBSITE
 Provide Industry Trends
 Competitor Rankings
NEW LOCATIONS
HOME SHOPPING  Understanding Of Current And
Potential Client Base
NETWORKS
 Search Engine Marketing
Placement
OTHER RETAILERS
 Superstores
 Target
 Wal-Mart
 Home Depot
COMPLIMENTARY
RETAILERS
 Furniture Stores
 Home Construction
And Builders/Model
Homes
COOPERATIVE
MARKETING
WAYS
TO ENGAGE
THE PARTNER
 Join Forces
With Someone
 Not Just
Advertising
 How To Pick
One
ECONOMIES
OF SCALE
BARGAINING
POWER
COMBINED
MANPOWER AND
EXPERTISE
FLOW OF
PRODUCT
KEEP MORE
OF YOUR
DOLLAR
AGREE TO A
COMMON
MISSION
TRUST AND
INFORMATION
SHARE
LACK OF
COMMITMENT
GROUP
DYNAMICS
HANDLING
SUCCESS
HOME BUILDERS
ASHLEY FURNITURE
Home Builders
ASHLEY FURNITURE
•Westrum Homes – Around
Philadelphia
•Hallmark Homes – Central
New Jersey
•Toll Brothers – In 20 States
Including New York
•#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
 DIGITAL
PROMOTION





Website
Television
E-mail
Social Networking
136 To 142 Hours Of
Television Watched
 ISP (Internet Service
Provider) Compliance
 Narrow Customer
Focus
 NON-DIGITAL PROMOTION






Direct Mail
Public Relations
In Store
Personal Selling
Radio
More Bang For The Buck
PROMOTION INVOLVES ALL
THE TOOLS AND ACTIVITIES
FOR MARKETING
COMMUNICATIONS
AND ADVERTISING
 Philadelphia
 New York
 New Jersey
Trenton
PRICES
QUALITY
DIVERSITY
 Focused Resources
 Endorsements
 Attraction
 Loyalty
 Seeking Value
Diverse Focus Groups Representative Of Target Markets Via Philadelphia
Ages 25-74, Customer Focus Questionnaire
International Theme With Brand Logo On All Packaging With Tag-line
Moderate With 10% Merchandise Specialty Items/Higher Priced
Three New Locations, Internet, Global Market, Home Shopping Networks
Complimentary Partnerships From Other Retailers And Services, Market
Sharing, Data Sharing
Narrow Customer Focus Through Focus Groups, Tap Into New Areas Of
Social Marketing
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