DEVELOP A MARKETING PLAN ASSESSMENT 1 MARKETING PLAN OF HOUZIT Marketing objectives The market for home-wares in Brisbane is estimated last year at $175 million per annum with an anticipated growth rate of the percent in the coming year. Here I outline the following marketing objectives: 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 and on average the stores achieved $24,680 per week for the year. Marketing activities Here we present the marketing activities that show potential for the organization's growth in seasonal demand that occurs during this period. Increased marketing - focus on magazine advertising and PR In-store promotions- in-store displays will feature advertising visuals and ink the featured products with other areas in Houzit's assortment. Web based promotions- the company's web page 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. Focus in bathroom fittings and mirror categories with linkages to the other two categories of bedroom fittings and decorative items. Key driver in achieving the marketing objectives is through the opportunity of having advertising space together with a PR write up in one of the leading home-ware magazines and their website. For the next six months the marketing plan calls for increased marketing to match the growth in seasonal demand that occurs during this period. Integration of organizational 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 materials. PR copy- used in article marketing on popular article content sites. The webpage will be targeted towards the Key word throughout. These keywords will also be secured via pay-per-click traffic directing. Distribution and pricing Online retailing a new distributional channel- Company have decided to update the webpage so that the customers can order and pay online. The Price of imports will be monitored against competitors and exchange rate on daily basis because imports were usually an area of high margins for the company and any loss there could be a serious issue. KPIs Market share = store sales/total estimated market sales Marketing cost of customers acquisition = cost of marketing / Total new business acquired Delegation of roles and responsibilities Marketing manager - enjoy taking responsibility for the in-store promotions because it keeps me connected with key personnel and trend in merchandise category sales. Tony - he is a specialist search engine optimizer and webpage designer Marie - advertising /PR Lamberts consulting - market research and marketing audits Communication Strategies Marketing communications is a rather generic term for a very important function of marketing. Communicating and disseminating information has become increasingly important. While public relations are a form of marketing communications, the role encompasses much more, including content development, product positioning and brand messaging. Thus we will use the below methods to communicate effectively:- 1. Shared emails
2. Formal meetings 3. Informal meetings 4. Team visits - stores 5. Progress chart Assessment Task 2 - Case study analysis Staffing support plan Strategies: 1. Setting goals Will organise weekly meeting by providing to employees where can achieve greatest return that to work toward and has the potential to increase productivity in the workplace. 2. Providing Feedback We believe that consistent feedback from mentors and coaches not only helps improve employee performance, but it ensures employees are not caught off guard when disciplined for poor performance. 3. Celebrations and Rewards Celebrations and rewards will build respect for the mentor or coach and help employees see that the individual is not only there to criticize but also to share in employee success. 4. Collaboration Managers will provide for new employees to collaborate with as they begin working with a Houzit. I believe that managers help employees learn to navigate an organization and how to complete tasks effectively. Resources Marketing outcome model: ROI - Return on investment
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