paco asensio woodworking marketing plan
TRANSCRIPT
7/29/2019 Paco Asensio Woodworking Marketing Plan
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Marketing Plan Designed By
Lorenzo Fernandez-Kopec
April 5, 2012
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Paco F. Asensio Woodworking is a general contracting firm located in Stamford, CT. We
specialize in high-quality custom cabinets and custom-made furniture and work with
designers and architects to create one-of-a-kind interiors.
In the last few years there has been an increasing need to increase our brand equity and
expand our name recognition beyond simple word of mouth communication. With internet
marketing and web design easier for small businesses to access and utilize effectively the
need for an online presence is more important than ever.
In the marketing environment there is competition that must be addressed, the growing use
of online branding, promotion and selling. With a combination of new and old media we can
increase our brand awareness and brand equity while standing out from the competition.
The goal is to grow our customer base and there are new ways for small businesses to
increase their online profile while they tailor their network to their target audience. By
promoting your companies strong points by effective communicating with potential
customers your brand equity and profits will grow.
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In the business environment there are many different factors that affect who your target
market will be. An analysis is critical to understanding the business market, there are factors
like home income and home values, these give a good idea of market size and the likelihood
of any competition.
There are around 30 different competitors in the area. However, there is a large market for
home improvement. This is clear because the median salary for Fairfield County is $81,268
while the national average is $51,914. Income is not the only significantly higher statistic but;
median home prices in Fairfield County are $477,700 this is more than double the national
average of $212,300. This means that people have value in their homes, and therefore want
to maintain, and improve them. High incomes and high home prices show that there is a
significant market for high-end home improvement.
The marketing environment is competitive. The area is has many different furniture and
cabinet companies. These vary form extremely small companies to quite large with very
technical equipment. However we believe there is a huge value in making quality products by
hand, and providing personalized service. To understand where we want to situate ourselves
in the market we must know our competition. By looking at the websites of two other
competitors we can gain a better understanding of what differentiates us in the market place.
In an area like ours the needs of the all the customer needs to meet. In our meeting with
customers we need to change and adapt to what they want or they will not use us again. This
is especially critical for a business as reliant on repeat business like ours.
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Paco Asensio Working - First, we look at our website. First off it is an informational site. There
is a good visual center, a picture on the left with a small amount of text to the right
explaining a little about us. There is no scrolling needed to view all the content. There are
also easy to read tabs, that include a little about the owner and a portfolio tab that includes
pictures of 6 different jobs that display what we excel in.
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Comparison 2 - Eldrige Wood Design: applying the principles of website design, some things
that they are doing correctly are, they have an easy way to contact then in a variety of
different ways. They also they have relatively short paragraphs on their company information
page.
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Comparison 3 - JN Complete Custom Carpentry: This company is does similar work to what
we do, but we plan on gaining a differential advantage on them by keeping in mind the
principles of website design and the standards of the design and architecture community. At
a quick glance this site is not up to the standards of basic web layout and design for
maximum connection to the customer, the overall design is very basic and does not offer
information to potential customers about the business. It does not address the perceived risk
of such a large decision.
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The target market of Paco Asensio Woodworking breaks down into two categories.
Category 1 – End Consumers
Residents of Fairfield County, Westchester County and New York City
Families or married couples that own a home
Income range of $150,000 and above
Designers and Architects that operate in the same area
Design-sensitive, desire a personalized home environment
Generally women, find and hire us
Category 2 – Intermediaries
Designers and Architects that operate in the same area.
Clients with the above demographics.
Additionally, In my experience in working with clients, many times it is the wife that chooses
the builder and architect, so knowing this, it many aspects of this plan will have to adjusted.
Our company produces high quality of our cabinets, furniture and millwork, and the ability to
create a completely customized interior that makes a customer’s home more enjoyable.
When your environment is designed around your lifestyle, you enjoy your home much more.
It makes it easier to work, relax and entertain. Our product is certainly a luxury product and
A long-time customer, Melissa Ceriale, said in an email review, “[Paco Asensio] is a
renaissance man . . . a true woodworker and craftsman from a throwback era.” She also
noted our “professional and quiet crew” and “efficient workers.” Such statements show that
skill and professionalism are our strongest qualities.
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An excellent opportunity to differentiate ourselves in the market is by creating relationships
through Twitter and Facebook. We can do this by updating our clients (end-users and
designers) on what new jobs we are starting and finishing. Doing this will help with
scheduling projects and creating personal relationship with the clients that are much harder
to cultivate in more traditional forms of media.
Someone who looks at the website in its current state would not be impressed. Some
changes need to be made. First, a full redesign the site to reflect better reflect the needs and
desires of both the end user and the intermediary.
Below is the website of Wadia Associates, an architecture firm in New Cannan, CT. This site
has an excellent layout, the navigation is easy to use and information is prominently
displayed on the right. Additionally the graphic design is impeccable, this is extremely
important according to a paper published by marketing company, Fusion B2B; they say
“brands marketed to interior designers or architects require an absolutely stellar, high design
appeal.”
When redesigning the site this site will be an excellent template. However, there are a few
things that I would change when redesigning our website. First, I would put the contact
information in an easily viewable spot on the site, another adjustment I would make the text
shorter and easier to read by shortening the paragraphs and including a few bullet points.
These modifications will increase the readability of the site, reduce scrolling and give a feel of
confidence and luxury to our website.
To address the perceived risk involved with hiring a contractor, the site will have photos of
many of the jobs that we have done. In addition, there will be a review from the customer on
why they chose us. Including this feature, keeping paragraphs short, making contact
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information easy to find as well as the overall professionalism of the site will differentiate us
from your competition.
There are several opportunities within the industry for a company in our position. One of
these is expanding the custom-designed furniture business. In the last few years there has
been an increase in the desire for custom furniture. Many times customers are looking for a
nice piece to put in their homes. There are a few organizational adjustments we would need
to make these changes reality.
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There is an opportunity to co-promote in a way with designers and architects. The websites
of architects and designers invariable have pictures of their work, and therefore our work as
well, if we can agree to give credit to any architect on our site and they reciprocate on
photos of our work, this can create a great differential advantage for us. This creates a good
partnership for increasing traffic to our website and our brand awareness.
Another potentially large and untapped market for us is real estate agents. Many times when
a new homeowner buys a home they often want to renovate the kitchen or another part of
the house. Contacting real estate agents in area and offering them a simple referral or a
commission on any sales coming from them can also create good brand awareness. This is
potentially a large untapped market.
A third area for expansion is offering an in-house interior designer and drafter. Our products
need a trained professional to be able to design and draw them, but some end-users do not
want to deal with an outside designer or their job is small enough that it can easily be done
by an in-house designer, it would be feasible to offer this service in order to streamline the
process.
Having a drafter in our employment will help us better accommodate our customers as well.
Since many designers do not have the expertise of drafting, an in-house drafter would be
very helpful in getting drawings done to the specifications and needs of our craftsman so
they can be built quickly and accurately. Additionally this reduces cost for us while increasing
the quality and efficiency of production of our product. Positioning our brand to be a one-
stop design and production solution will increase our brand equity.
A company like ours is susceptible to exhausting the customer we have now. Currently about
80% of the business that we receive comes from repeat customers. While that is great in
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terms of our customer satisfaction, it is not good for our business. If we do not secure more
customers, we risk a drastic slow-down in business.
Accessibility is also a factor for a business like ours. Since we do not have an unlimited
budget we need to be accurate and effective with our marketing plan. With the plan outlined
there are a few key features that will help expand our customer base resulting in increased
sales.
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Works cited:
"JN Complete Custom Carpentry Services | Cabinet Making Service Greenwich, CT." JN
Complete Custom Carpentry. Web. 09 Apr. 2012.
<http://www.greenwichcabinetservice.com/services.html>.
"Fairfield County, CT Salary Statistics." Fairfield County, CT Average Salary Data. Web. 02 Apr.
2012. <http://www.metasalary.com/statedata.php?id=Fairfield County, CT>.
"Join Us." Walpole Woodworkers. Web. 03 Apr. 2012.
<http://www.walpolewoodworkers.com/>.
"Harry P. Carpenter & Sons, Inc." Harry P. Carpenter & Sons, Inc. Web. 03 Apr. 2012.
<http://hpcarp.wordpress.com/services/>.
"Eldridge Wood Design - Ian Eldridge." 302 Found. Web. 03 Apr. 2012.
<http://www.eldridgewooddesign.com/clients/eldridgei/nav/splash.shtml>.
"Welcome to Odell Construction Inc." Custom New Homes. Web. 03 Apr. 2012.
<http://www.odellci.com/>.
Www.fusionb2b.com. Tech. Fusion B2B, 208. Web. 6 Apr. 2012.
<http://www.fusionb2b.com/documents/FUSION_guide_ArchMktg_000.pdf>.