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GLOBAL GADGETS IMPORTS

GGI DELIVERING TREASURES FROM AROUND THE WORLD INTO YOURS. GLOBAL GADGETS IMPORTS. MARKETING PROJECT PLAN. Jeremy Akima , Kenneth Bellicot , Stacy Nivens , Caroline Westhall -Miller, Monte Yingling Phase 3 task 2 Group Project 2 Team A Group Presentation Prepare A Marketing Plan

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GLOBAL GADGETS IMPORTS

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  1. GGI DELIVERING TREASURES FROM AROUND THE WORLD INTO YOURS GLOBAL GADGETS IMPORTS MARKETING PROJECT PLAN Jeremy Akima, Kenneth Bellicot, Stacy Nivens, Caroline Westhall-Miller, Monte Yingling Phase 3 task 2 Group Project 2 Team A Group Presentation Prepare A Marketing Plan Instructor Alan Fowler May 7, 2010

  2. SIX MARKETING AREAS

  3. PROFILING • PROFILING IN MARKETING • TARGET MARKET • FOCUS GROUP • DATA

  4. QUESTION ONE PROFILING: 1. 2. 3. CHECK ONE CONSIDERING HOUSEWARES, DO YOU PREFER TO SHOP: • Online • In-Store • Both • No Preference PLEASE SPECIFY YOUR FAVORITE RETAILER(S) BELOW

  5. QUESTION TWO PROFILING: HOW OFTEN DO YOU COOK AND OR ENTERTAIN IN YOUR HOME? More Than 1 Time Per Day 1 Time Per Day 3-5 Times Per Week 1 Time Per Week 3-5 Times Per Month 1 Time Per Month Never Always More Than 1 Time Per Day 1 Time Per Day 3-5 Times Per Week 1 Time Per Week 3-5 Times Per Month 1 Time Per Month Never Always COOK ENTERTAIN

  6. QUESTION THREE PROFILING: REGARDING HOUSEWARES APPLIANCES; SUCH AS SMALL KITCHEN APPLIANCES AND PERSONAL GROOMING DEVICES, WHICH DO YOU PREFER: • “New And Improved” Gadgets Promising Innovation • Multi-purpose Products • “Old Faithful” Or “Tried And True” • None Of The Above • Whatever Gets The Job Done

  7. QUESTION FOUR PROFILING: WHERE DO YOU ATTAIN MOST OF YOUR INFORMATION • BEFORE MAKING A HOUSEWARES PURCHASE? • *PLEASE CHECK ALL THAT APPLY • ONLINE • Prior To Purchase – Product Description • At Time Of Purchase – Product Description • Prior To Purchase – Product Demonstration • At Time Of Purchase – Product Demonstration • IN-STORE • Prior To Purchase – Product Description • At Time Of Purchase – Product Description • Prior To Purchase – Product Demonstration • At Time Of Purchase – Product Demonstration • FRIENDS AND FAMILY • Prior To Purchase • At Time Of Purchase • SALES ASSOCIATE • Prior To Purchase • At Time Of Purchase

  8. QUESTION FIVE PROFILING: WHAT WOULD ENTICE YOU TO SHOP AND PURCHASE AT A NEW RETAIL STORE OR WEBSITE? *Please check all that apply • Branding • Location • Pricing • Value • Reputation • Convenience • Product Selection • Sales Associate Knowledge • Service • Ease Of Returns • Friends/Family Recommendation • Product Demonstrations • Innovative Gadgets • Bonus/Award Program • Promotions • Free Shipping/Delivery To Home • Discounted Items • Latest Home Trends

  9. QUESTION SIX PROFILING: 1. 2. 3. • Is There Any Retailer You Prefer Not To Do Business With? • No • Yes – Please Specify Why:

  10. PACKAGING • PROMOTING COMPANY BRAND • DEVELOPING A MARKETING STRATEGY • COMPANY IMAGE • Label • Image • Quality • Loyalty • Word Of Mouth

  11. PACKAGING: BENEFITS AND CHALLENGES BENEFITS • Loyalty • Image • Word Of Mouth • Recognition • CHALLENGES • Partnerships • Creative/Original Design • Expense

  12. PACKAGING: MAKE IT MEMORABLE PROMOTING OUR BRAND THROUGH MARKETING • Smart Phone Application • In Store Credit Cards • Proudly Displaying Our Logo For Deliveries

  13. PRICING MAKE IT MODERATE PRICING STRATEGIES • Product-line Pricing • Optional-feature Pricing • It Is The Mission Of Global Gadgets Imports To Become The Company That Makes All Wants Become Needs MAKE IT SPECIAL

  14. WHAT DO WE MEAN BY: PLACEMENT • CHANNELS Storefront, Internet, Catalog, Home Shopping Networks • COVERAGE Intensive, Selective, Or Exclusive THE BUSINESS ACTIVITIES OF A COMPANY THAT HAVE TO DO WITH MAKING THEIR PRODUCTS AVAILABLE TO CONSUMERS

  15. WHAT DO WE MEAN BY: PLACEMENT • ASSORTMENTS Product Selection, Color Choices, Displays, Merchandising • LOCATIONS Current and Proposed Stores, Rural, Urban, Or Both, Internet, Home Shopping Networks • INVENTORY How Much Of What Products • TRANSPORT  Mode Of Transportation To Stores, Customers THE BUSINESS ACTIVITIES OF A COMPANY THAT HAVE TO DO WITH MAKING THEIR PRODUCTS AVAILABLE TO CONSUMERS

  16. PLACEMENT EVALUATION • WHERE WILL THE NEW STORES BE LOCATED? • HOW WILL GGI GET THEIR PRODUCTS TO THE CUSTOMER? • IF GGI IS GOING TO INFLUENCE AN ACTION, GGI HAS TO PROVIDE AND DELIVER THE PRODUCTS TO BUY

  17. PLACEMENT: MARKETING WHERE GGI PLACES THEMSELVES CAN COMMUNICATE MESSAGES ABOUT • Who We Are – Friendly, Knowledgeable, Positive • What We Are – Unique, Diverse, Out Of The Ordinary • How We Are – Clean, Charitable, Attentive FROM OUR STORES TO OUR CATALOGS TO OUR WEBSITE TO AROUND THE WORLD, WHERE GGI PLACES THEMSELVES COMMUNICATES TO THE MARKETS WHERE OUR PRODUCTS STAND

  18. INCOME AND POPULATION CURRENT PLACEMENT

  19. INCOME AND POPULATION

  20. INCOME AND POPULATION PROPOSED LOCATIONS PLACEMENT

  21. INCOME AND POPULATION COMPARISON PLACEMENT

  22. DATA TABLE PLACEMENT

  23. SALES DATA PLACEMENT

  24. PLACEMENT PLAN • CURRENT LOCATIONS • INTERNATIONAL WEBSITE • NEW LOCATIONS • HOME SHOPPING NETWORKS COMPETITIVE MARKET ANALYSIS • Provide Industry Trends • Competitor Rankings • Understanding Of Current And Potential Client Base • Search Engine Marketing Placement

  25. PARTNERSHIP • OTHER RETAILERS • Superstores • Target • Wal-Mart • Home Depot • COMPLIMENTARY RETAILERS • Furniture Stores • Home Construction And Builders/Model Homes

  26. PARTNERSHIP • COOPERATIVE MARKETING • Join Forces With Someone • WAYS • TO ENGAGE • Not Just Advertising • THE PARTNER • How To Pick One

  27. COOPERATIVE MARKETING: THE BENEFITS PARTNERSHIP

  28. COOPERATIVE MARKETING: THE CHALLENGES PARTNERSHIP

  29. GGI’S COOPERATIVE PARTNERS HOME BUILDERS ASHLEY FURNITURE PARTNERSHIP

  30. PROMOTION • DIGITAL PROMOTION • Website • Television • E-mail • Social Networking • 136 To 142 Hours Of Television Watched • ISP (Internet Service Provider) Compliance • Narrow Customer Focus PROMOTION INVOLVES ALL THE TOOLS AND ACTIVITIES FOR MARKETING COMMUNICATIONS AND ADVERTISING • NON-DIGITAL PROMOTION • Direct Mail • Public Relations • In Store • Personal Selling • Radio • More Bang For The Buck

  31. PROMOTION: ATTRACTING BUSINESS • TARGET AUDIENCE • Philadelphia • New York • New Jersey Trenton • INCENTIVES • PRICES • QUALITY • DIVERSITY

  32. PROMOTION: RECOMMENDATIONS • CUSTOMER COMPENSATION INDEX • Focused Resources • HOME IMPROVEMENT SHOWS • Endorsements • MASCOT • Attraction • PRESTIGE EMAIL • Loyalty • COUPONS • Seeking Value

  33. CONCLUSION RECOMMENDATIONS PROFILING Diverse Focus Groups Representative Of Target Markets Via Philadelphia Ages 25-74, Customer Focus Questionnaire PACKAGING International Theme With Brand Logo On All Packaging With Tag-line PRICING Moderate With 10% Merchandise Specialty Items/Higher Priced PLACEMENT Three New Locations, Internet, Global Market, Home Shopping Networks PARTNERSHIPS Complimentary Partnerships From Other Retailers And Services, Market Sharing, Data Sharing PROMOTION Narrow Customer Focus Through Focus Groups, Tap Into New Areas Of Social Marketing

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  36. REFERENCES Ehmke, C., Fulton, J., & Lusk, J. (2005, June 15). Marketing’s Four P’s:First Steps for New Entrepreneurs. Retrieved May 3, 2010, fromhttp://www.ces.purdue.edu/extmedia/EC/EC-730.pdf Figueredo, P. (2006). E-commerce link: mutual benefit. Retrieved April 27th, 2010 from http://www.targetmarketingmag.com/article/the-advantages-online-cooperative-marketing-partnerships-26309/1 IntraMedia. (2009). Search Engine Marketing Placement. Retrieved May 3, 2010, from http://www.intramedia.tv/search_engine_marketing/search_engine_marketing_placement.htm

  37. REFERENCES Keller, K. L., & Kotler, P. (2009). Defining Marketing For The 21st Century, Creating Customer Value, Satisfaction, And Loyalty, Analyzing Consumer Markets, Dealing With Competition, Designing And Managing Services, Setting Product Strategy, (pp. 7, 23, 129, 135, 157, 294, 295, 335, 347). In Marketing Management (13th ed.). Upper Saddle River, NJ: Pearson Prentice-Hall. Klein, K. (2002). Building a marketing campaign. Businessweek Online. Retrieved on May 2, 2010, from Academic search Premier Database. Krotz, J. (2010). Dos and don’ts for using marketing focus groups. Retrieved May 5, 2010 from http://www.microsoft.com/smallbusiness/resources/marketing/market-research/dos-and-donts-for-using-marketing-focus-groups.aspx Irons, K. R. (2006). Can your business benefit from cooperative marketing? Retrieved April 27th, 2010 from http://www.associatedcontent.com/article/99411/can_your_business_benefit_from_cooperative_pg2.html?cat=35

  38. REFERENCES LinkedIn Corporation for Mars Petcare. (2010, April 20). National Shopper Marketing Manager, Pet Specialty & Emerging Channels at Mars Petcare. Retrieved May 3, 2010, from http://www.linkedin.com/jobs?viewJob=&jobId=932952 Post Destiny, Inc. d/b/a Team and a Dream. (2010). Competitive Market Analysis and Market Research. Retrieved May 3, 2010, from http://www.teamandadream.com/CompetitiveMarketAnalysis/ Parsons, R. (2010> Promotions make more of an impact than ads, study finds. Marketing week. Retrieved on May 3, 2010, from Business source premier Database. SEO Inside Secrets . (2010). Marketing Mix Placement Of The Product. Retrieved May 3, 2010, from http://www.seoinsidesecrets.com/hd/index.php?t=marketing+mix+placement+of+the+product

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