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Transcript of marketing plan
Current and prospective competitors:
Marketing Strategy---- 4Ps
car air freshener
Marketing Collaborators – Current and Potential
1. Weak Brand Cognitive and higher price
2. The Monotonous package
1. 99.9% Natural
2. Form an air circle in the car
on the target market
Possible segmenting dimensions
Identification of target market
and replace them with a
natural & non-toxic
eliminate odors &
refresh the air
, such as tobacco , stale food and mold
easy and simple way
the car air freshener
US Bureau of Transportation Statistics (2009):
cars registered in New York State
Information Resources Inc(2006):
$61.2 million revenue
in car air freshener market
: natural & non-toxic
: affordable, balance to perceived price
: various choices, such as lemon, vanilla
: depends on customer preference
: 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
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
Aimed at final customers:
Online chat service
Search engine machine
Cooperate with popular perfume brands
•Location on Old country road
•Quality and technological-advanced equipment
•High standards for products
•has a mature marketing channel
•Lack of standalone stores
•the growing number of customers
•Capturing market share from competitors
•offered a distinct point
•area competition not fully covered
•Growing of substitutes - bamboo charcoal
•Increase in prices of raw materials
•Low entry barriers
External Market Environment
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%.
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.
Consumer Price Indexes (CPI)
Microsoft Access, File Maker Pro, Alpha Software.
Political and Legal Environment
Natural Resources Defense Council (NRDC)
World Health Organization (WHO)
Our sales goals: 3.06 millions
Promotion budget: 6 percent of anticipated sales
Our promotion budget: 0.2 million
Cultural and Social Environment
Aimed at wholesalers and retailers:
Online trade show
Our formula is
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
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,
Cigar and Tobacco retailers
Auto Parts/Supply stores
Other products don’t use air vents
Cross ventilation areas