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marketing plan

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by

lining li

on 6 October 2013

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Transcript of marketing plan

3. Special for sensitive group
Transportation
Introduction
Competitor Analysis
Current and prospective competitors:
Marketing Strategy---- 4Ps
Marketing Plan
car air freshener
Marketing Collaborators – Current and Potential
Differentiation
Product
Promotion
Price
Place
Budget
Hengrui(Kiko)Yu
Abie Roffe
Lining(Lily) Li
Mengying(Michelle) Zheng
Hang(Penny) Liu
Di Wang

Competitive Disadvantage:
1. Weak Brand Cognitive and higher price
2. The Monotonous package
Competitive Advantage:
1. 99.9% Natural
2. Form an air circle in the car
Multichannel Distribution
Automated Retail
Public Warehouse
Customer Analysis
Customer Needs
Demographic data
on the target market
Possible segmenting dimensions
Identification of target market
Qualifying
dimension:
eliminate odors
and replace them with a
refreshing scent
.

Determining
dimension:
natural & non-toxic
composition,
various scents,
colorful appearance
eliminate odors &
refresh the air
, such as tobacco , stale food and mold

easy and simple way
to
control
the car air freshener
US Bureau of Transportation Statistics (2009):
10 millions
cars registered in New York State

Information Resources Inc(2006):
$61.2 million revenue
in car air freshener market
Composition
: natural & non-toxic

Price
: affordable, balance to perceived price

Scent
: various choices, such as lemon, vanilla

Longevity
: depends on customer preference

Appearance
: several choices of different color
Allergic to pollen and mites

Smoke, smell of cigarettes

Bad smell of New cars

Pet, animal’s scent

Moldy smell in humid areas
Eliminate and remove odors

A variety of scents

Easy to control

No harmful chemicals
Objectives:
Short term objective:
Let people know our newly released products car air fresheners
Induce people to try our car air fresheners

Long term objective:
Retain loyal customers
increase the amount and frequency of use of car air fresheners
S.W.O.T.
Aimed at final customers:

Automobile magazine

Online chat service

Search engine machine

Email

Free samples

Cooperate with popular perfume brands

Personalized Customization
Breeze Strengths
•Location on Old country road
•Quality and technological-advanced equipment
•High standards for products
•Customer loyalty
•has a mature marketing channel
Breeze Weaknesses
•Lack of standalone stores
•Higher-than-average pricing
•Missing opportunity
Breeze Opportunities
•the growing number of customers
•Capturing market share from competitors
•offered a distinct point
•area competition not fully covered
Breeze Threats
•Growing of substitutes - bamboo charcoal
•Increase in prices of raw materials
•Low entry barriers
External Market Environment
Economic Environment
Purchasing Power
GDP & Per Capita Personal Income
Income Tax & Sales Tax
Income range is between $0 and $8,000, tax rate on every dollar of income earned is 4%.
Income range is between $8,001 and $11,000, tax rate on every dollar of income earned is 4.5%.
Income range is between $11,001 and $13,000, tax rate on every dollar of income earned is 5.25%.
Income range is between $13,001 and $20,000, tax rate on every dollar of income earned is 5.9%.
Income range is $20,001 and over, tax rate on every dollar of income earned is 6.85%.
Income Tax
Sales tax: 4.5% in addition to the state sales tax of 4% and the Metropolitan Commuter Transportation District (MCTD) surcharge of 0.375%. This makes the total sales and use tax rate in New York City 8.875%. Food, prescription drugs, and non-prescription drugs are exempt. Clothing and footwear costing less than $110 per item or pair is also exempt.
Sales Tax
Interest Rate
Unemployed Rate
Consumer Price Indexes (CPI)
Technological Environment
Internet

E-store

Database


Microsoft Access, File Maker Pro, Alpha Software.
High-Tech
Political and Legal Environment
Natural Resources Defense Council (NRDC)
World Health Organization (WHO)
Promotion budget:
Our sales goals: 3.06 millions

Promotion budget: 6 percent of anticipated sales

Our promotion budget: 0.2 million
Cultural and Social Environment
Odors
Aimed at wholesalers and retailers:
Need
Online trade show

Trade ads

Sales contest
Our formula is
unscented
and
hypoallergenic
so even individuals with allergies or chemical sensitivities can use the product without any worries.
the range of the price of car air fresheners is from $3 to $11
Price effect factors
Product manufacturing costs and Product development cost
Market demand
Market competition
Economic trend
Demographics
Breeze will outsource its transport part in order to meet delivery schedules.
Breeze will make use of public warehouse by paying rents to store its products.
Breeze will arrange a number of vending machines
Breeze will have some direct sales and also sell through a computer supplies wholesaler
It has been designed to neutralize odors by trapping and destroying nasty smelling odors instead of just covering them up.
Breeze car vent clip makes use of air conditioner to form an air circle inner the car,
t
Cigar and Tobacco retailers
Supermarkets
Target
Wal-Mart
Car Dealers
Car Washes
Auto Parts/Supply stores
Air Vents
Other products don’t use air vents
Positioning
Oscillating fans
Cross ventilation areas
Stores

Car wash

Tobacco shops
Company Analysis
Company Objectives
Company Resources
2
Full transcript