BSBMGT603

Marketing objective
            ? To
get 12% market share (from 11%)
            ? To increase sales by 8.5%
            ? To increased marketing to match the growth in
seasonal demand that occurs during this period
            ? Average the stores achieved $24,680 per week
for the year.
           

Marketing
activities
            According
to marketing objective above we will use the activities below to implement
marketing activities to increase sale and market share. (All advertising, PR
and in-store displays will carry the web address line of ‘Find us at www.houzit.com’. And
use keyword ‘stylish bathroom’ and ‘exotic mirrors’)
            ? Magazine
advertising and PR
            We
will buy space in Magazine to put PR Article to promote our store. The magazine
we use will be Home magazine i.e. Home beautiful or Inside Out mainly to
promote “stylish bathroom” and exotic mirrors”.
? In-store
promotions
            In-store
displays will feature these advertising visuals and link the featured products
with other areas in Houzit’s assortment.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

            ? Web
based promotions

The company’s web page www.houzit.com will also carry the advertising visuals on the
home page and will use the PR copy in article marketing on popular article
content sites. The webpage will be targeted towards the key words found in the
PR article and featured in the advertising of ‘stylish bathroom’ and ‘exotic
mirrors’. These keywords will also be secured via pay-per-click traffic
directing.
           
Integration of organisational activities
            Advertising
visuals and links will be displayed throughout at Houzit’s assortment and web
homepage. Company Web address line of “Find us at http:www.houzit.com” will be
displayed on all goods in store. The webpage will be targeted towards the key
words found in the PR article and featured in the advertising of ‘stylish
bathroom’ and ‘exotic mirrors’. These keywords will also be secured via
pay-per-click traffic directing.PR article will be used in on popular article
content sites.

 

 

 

Distribution and
pricing discussions
            As now Houzit has 15 stores in
Brisbane. We also have the webpage but provide only information about
company and product information with no opportunity for customers to order and
pay online. From this point management may consider about e-commerce in the
future by make a new distribution channel as online retailing that could
increase more sale and market share.
            Houzit
need to concern about import price. We need to monitor price of goods we import
against competitors and exchange rate according to Lamberts informed the
company about the strong Australian dollar was making imports cheaper to buy,
putting pressure on the local suppliers to match prices.

KPIs

 ?Market share
            KPI
= 12% market share (up from 11%) and an increase in sales by 8.5% over last
year’s result

 ?Marketing
cost of customer acquisition
            The
board has set a benchmark of 15% of new sales generated as an appropriate
customer acquisition cost which can measure by:
            – Pay-per-click can use to determine
traffic of customer visit www.houzit.com also helps to identify famous items
and customer trend for home wares
            –
Number of customer visit the stores during a promotional event

Delegation of
roles and responsibilities
            We
have 3 main internal staffs and external consulting to responsible this
marketing activities. 
            Phannapa – Responsible for in-store promotions
activities
            Tony
– Responsible for web pages promotions activities
            Marie
– Responsible for advertising/PR activities
            Lamberts
consulting – Responsible for market research and marketing audits

Communication strategies  
            To achieve the marketing
objective set. We use many communication strategies to communicate within the
team and to Lamberts consulting it include:
            ? Sending email to inform information / make an
appointment for meeting or updating work process
            ? Meeting both informal and formal to
brainstorm idea to implement marketing activities
            ? Visiting the store to observe customer, in-store
promotions activities, display.
            ? Using progress charts

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Summary note from
the meeting with CEO

–         
Conduct marketing
activities that meet the marketing objectives of a 12% market share (up from
11%)

–         
Increase in sales
by 8.5% over last year’s result

–         
No expansion
stores are planned during this phase of consolidation

–         
Average the
stores achieved $24,680 per week for the year

–         
The 6 six months of
the marketing plan to increased marketing to match the
growth in seasonal demand that occurs during this period also designed to take advantage of the seasonal
growth in bathroom fittings and mirror categories with linkages to the other
two categories of Houzit: bedroom fittings and decorative items

–         
Focus on magazine
advertising and PR, together with in-store promotions and web based promotions

–         
All advertising,
PR and in-store displays will carry the web address line of ‘Find us at www.houzit.com’. And use keyword ‘stylish bathroom’ and
‘exotic mirrors’

–         
3 main internal
staffs(Me, Tony and Marie) and external consulting(Lamberts consulting)
to responsible this marketing activities. 

     

 

 

 

 

 

Leave a Reply

Your email address will not be published. Required fields are marked *