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2- Packaging and price:
$15.00 for a 5-count Package.
3- Sales Personnel:
Limited input to sell the product.
only 10.3% of the total units sold are recorded.
5- The targeted Segments
-Expected channels of Nundies.
Are Nundies being sold in the correct marketing channel and what type of advertising should Nundies do when they have a marketing budget of $300,000?
AMI should distribute Nundies through the boutique stores
-Offers the cheapest entry into the distribution channel.
-Offers high margins.
-Is more compatible with production limits.
Almost acts as a test market.
-Allows AMI time to determine how to manage a Nundies type product without a huge additional investment.
The retail sales volume has been significantly lower than the wholesale volume.
Make the display slightly more attention getting.
Provide sales tips to retailers
Include samples with each retailer order
Offer discounts on larger reorders
Marketing Plan (cont.)
-Utilize newspaper editors and columnists for free advertising.
-Advertise using kiosks.
-Send free samples to popular bloggers.
-Introduce instructional videos on the product website and on Youtube.
-Include pamphlets with each order.
The boutique distribution model is the only solution that is feasible without requiring large expansion.
The mid-range department stores would require 54 times the liner sales to break even
The upscale department stores would require 13 times the liner sales to break even
Both of these models would require large amount of capital
The Real Why
A combination of channels.
-Ability to produce and deliver at the right quantities.
-Higher costs and fees.
Alternative Solution #4
Expand in the midscale department stores.
-Lower cost of goods sold per unit.
-Huge market size.
-Different packaging sizes
-Lower profit margin.
-Increase the fees.
Alternative Solution #3
Pursue upscale department stores.
-More exposure for the target market.
- Higher cost of goods sold perunit.
Alternative Solution #2
Continue the development of the product through boutiques.
-Reliance on Manufacturers Agents to
recruit shops via show rooms.
-High comission rate.
-Minimum Order quantities.
Alternative Solution #1
If goal is reached: we can revisit the idea of expansion; most likely into Upscale
If sales drop below 2007 level: Shut down or sell.
In between: continue to monitor while developing alternate ideas/products
After 6 months our goal is to have sold 8,500 units and to have a reorder rate of at least 8%.
Year End Goal: reach 95% capacity (19,000 units).
Our goal is to have a reorder rate of 10% or better and have this make up at least 20% of our sales.
We expect selling to improve at the retail level due to increased knowledge of boutique employees and enhanced displays. We fully expect to reach our goal.
2008 Net Profit Goal: $37,090