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

GGI DELIVERING TREASURES

FROM AROUND THE WORLD INTO

YOURS

SIX MARKETING AREAS

MARKETING PLAN

PROFILING

PACKAGING

PRICING

PLACEMENT

PARTNERSHIP

PROMOTION

PROFILING

PROFILING IN MARKETING

TARGET MARKET

FOCUS GROUP

DATA

CHECK ONE CONSIDERING HOUSEWARES, DO YOU PREFER TO SHOP:

Online In-Store Both No Preference

PLEASE SPECIFY YOUR FAVORITE RETAILER(S) BELOW

PROFILING: QUESTION ONE

QUESTION ONE

1.2.3.

QUESTION TWO

QUESTION TWO

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

HOW OFTEN DO YOU COOK AND OR ENTERTAIN IN YOUR HOME?

PROFILING:

QUESTION THREE

QUESTION THREE

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

PROFILING:

QUESTION FOUR

QUESTION FOUR

ONLINEPrior To Purchase – Product DescriptionAt Time Of Purchase – Product DescriptionPrior To Purchase – Product DemonstrationAt Time Of Purchase – Product

Demonstration IN-STORE

Prior To Purchase – Product DescriptionAt Time Of Purchase – Product DescriptionPrior To Purchase – Product DemonstrationAt Time Of Purchase – Product

Demonstration FRIENDS AND FAMILY

Prior To PurchaseAt Time Of Purchase

SALES ASSOCIATEPrior To PurchaseAt Time Of Purchase

WHERE DO YOU ATTAIN

MOST OF YOUR

INFORMATION

BEFORE MAKING A

HOUSEWARES

PURCHASE?

*PLEASE CHECK ALL

THAT APPLY

PROFILING:

QUESTION FIVE

QUESTION FIVE

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

PROFILING:

WHAT WOULD ENTICE YOU TO

SHOP AND PURCHASE

AT A NEW RETAIL STORE OR WEBSITE?

*Please check all that apply

Is There Any Retailer You Prefer Not To Do Business With?

NoYes – Please Specify Why:1. 2. 3.

QUESTION SIX

QUESTION SIXPROFILING:

PROMOTING COMPANY BRANDDEVELOPING A MARKETING STRATEGYCOMPANY IMAGE

Label Image Quality Loyalty Word Of Mouth

PACKAGING

BENEFITS Loyalty Image Word Of Mouth Recognition

PACKAGING: BENEFITS AND CHALLENGES

BENEFITS AND CHALLENGES

CHALLENGES Partnerships

Creative/Original Design

Expense

PROMOTING OUR BRAND THROUGH MARKETING

Smart Phone Application In Store Credit Cards Proudly Displaying Our Logo

For Deliveries

PACKAGING:

MAKE IT MEMORABLE

MAKE IT MEMORABLE

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

PRICING

MAKE IT SPECIAL

MAKE IT MODERATEMAKE IT

MODERATE

WHAT DO WE MEAN BY:

CHANNELS Storefront, Internet, Catalog, Home

Shopping NetworksCOVERAGE Intensive, Selective,

Or Exclusive

THE BUSINESS ACTIVITIES OF A COMPANY THAT HAVE TO DO

WITH MAKING THEIR PRODUCTS AVAILABLE TO CONSUMERS

PLACEMENTPLACEMENT

WHAT DO WE MEAN BY:

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

PLACEMENT

PLACEMENT

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

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

PLACEMENT:

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

MARKETINGMARKETING

INCOME AND POPULATION

Buffal

o City

Roche

ster

CitySyr

acus

e

Pough

keep

sie

Phila

delp

hia

Pittsb

urgh

Harris

burgAlto

ona

Pater

son

Cape

MayTr

ento

n

1 10 100

1,00

0

10,0

00

100,

000

1,00

0,00

0

10,0

00,0

00

INCOMEPOPULATION

CURRENTPLACEMENT

INCOME AND POPULATION

Buffalo

City

Roche

ster

CitySy

racu

se

Pough

keep

sie

Philade

lphia Pitt

sbur

ghHarris

burg

Altoon

aPater

sonCap

e May

Tren

ton

1 10 100 1,000 10,000 100,000 1,000,00010,000,000

$0

$5,0

00

$10,

000

$15,

000

$20,

000

$25,

000

$30,

000

$35,

000

$40,

000

$45,

000

POPULATIONINCOME

INCOME AND POPULATION

PROPOSEDLOCATIONS

Whi

te P

lain

s

Tom

s Riv

er

Wilk

es-B

arre

/Scr

anto

n0

20,00040,00060,000

POPULATIONINCOME

PLACEMENT

INCOME AND POPULATION

PLACEMENT

POPULATION

MEDIAN INCOME

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

CURRENT STORES LOCATIONS $30,558

PROPOSED LOCATIONS $59,011

POPULATION147,000

CURRENT STORE LOCATION-S7,771,000

COMPARISON

DATA TABLE CURRENT

LOCATIONS POPULATION INCOME PROPOSED LOCATIONS POPULATION INCOME LOCATIONS POPULATION

Buffalo City 138,000 $33,027 WHITE PLAINS 35,000 $58,545

CURRENT STORES

7,771,000

Rochester City 114,000 $27,123 TOMS RIVER 46,000 $ 62,971 PROPOSED LOCATIONS 147,000

Syracuse 80,000 $25,000 WILKES-BARRE/

SCRANTON 66,000 $ 55,516

Poughkeepsie 17,000 $29,389 Hypothesis Test: Independent Groups (t-test, pooled variance)

Philadelphia 7,000,000 $40,534 CURRENT

LOCATIONSCURRENT

MEDIAN INCOME   CURRENT INCOME

NEW LOCATIONS

INCOME

706,454.55 30,558.4545 mean 30,558.45 59,010.67 mean

Pittsburgh 188,000 $28,588 2,087,995.99 4,309.9142 std. dev. 4,309.91 3,749.25 std. dev.

Harrisburg 25,000 $26,920 11 11 n 11 3 n

Altoona 28,000 $28,248   20 df   12 df

Paterson 82,000 $32,778   67,589

difference (Group 1 - Group 2)   -28,452.

difference (Group 1 - Group 2)

Cape May 53,000 $ 33,462   2,179,872, pooled variance   17,822pooled variance

Trenton 46,000 $31,074   1,476,439. pooled std. dev.   42,21.6 pooled std. dev.

6,295,558standard error of difference 27,492

standard error of difference

0hypothesized difference 0

hypothesized difference

PLACEMENT

SALES DATA

STORES

INTERNET

PROJECTED HOME SHOPPING NETWORK

TARGET MARKET REGIONS

FOCUS GROUP

AVERAGED TARGET GROUP

$44,000,000

$10,000,000

$10,000,000

$35,902,413

$7,261,851

$5,026,349

Series4 Series3 Series2 Series1

MILLIONS

PLACEMENT

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

PARTNERSHIP

OTHER RETAILERS Superstores

Target Wal-MartHome Depot

COMPLIMENTARY RETAILERS Furniture Stores Home

Construction And

Builders/Model Homes

PARTNERSHIP

COOPERATIVE MARKETING

WAYS TO ENGAGE

THE PARTNER

Join Forces With

Someone

Not Just Advertising

How To Pick One

ECONOMIES OF SCALE

BARGAINING POWER

FLOW OF PRODUCT

COMBINED MANPOWER

AND EXPERTISE

KEEP MORE OF

YOUR DOLLAR

COOPERATIVE MARKETING:

PARTNERSHIP

THE BENEFITS

THE BENEFITS

AGREE TO A COMMON

MISSION

TRUST AND INFORMATIO

N SHARE

GROUP DYNAMICS

LACK OF COMMITMEN

T

HANDLING SUCCESS

COOPERATIVE MARKETING:

PARTNERSHIP

THE CHALLENGE

S

THE CHALLENGE

S

Home Builders• Westrum Homes –

Around Philadelphia• Hallmark Homes –

Central New Jersey• Toll Brothers – In 20

States Including New York

GGI’S COOPERATIVE PARTNERS

HOME BUILDERS ASHLEY FURNITURE

ASHLEY FURNITURE•#1 Home Furniture Brand In North America

•Brick And Mortar Stores•Website Potential•Regional Warehouses•Own Fleet Of Trucks•GGI & Ashley Furniture Co-sponsor Charity Golf

PARTNERSHIP

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

PROMOTION:

TARGET AUDIENCE Philadelphia New York New Jersey Trenton

ATTRACTING BUSINESS

ATTRACTING BUSINESS

INCENTIVES PRICES

QUALITY DIVERSITY

PROMOTION:

CUSTOMER COMPENSATION INDEX Focused Resources

HOME IMPROVEMENT SHOWS Endorsements

MASCOT Attraction

PRESTIGE EMAIL Loyalty

COUPONS Seeking Value

RECOMMENDATIONS

RECOMMENDATIONS

CONCLUSION

PROFILINGDiverse Focus Groups Representative Of Target Markets Via Philadelphia Ages 25-74, Customer Focus Questionnaire

PACKAGINGInternational Theme With Brand Logo On All Packaging With Tag-line

PRICINGModerate With 10% Merchandise Specialty Items/Higher Priced

PLACEMENTThree New Locations, Internet, Global Market, Home Shopping Networks

PARTNERSHIPSComplimentary Partnerships From Other Retailers And Services, Market Sharing, Data Sharing

PROMOTIONNarrow Customer Focus Through Focus Groups, Tap Into New Areas Of Social Marketing

RECOMMENDATIONS

RECOMMENDATIONS

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REFERENCES

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