GGI DELIVERING TREASURES FROM AROUND THE WORLD INTO YOURS

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

PROMOTION PARTNERSHIP PROFILING MARKETING PLAN PACKAGING PRICING PLACEMENT

   

Online In-Store Both No Preference

1.

2.

3.

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

 “ New And Improved” Gadgets Promising Innovation  Multi-purpose Products  “Old Faithful” Or “Tried And True”  None Of The Above  Whatever Gets The Job Done

    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

                  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



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



No



Yes – Please Specify Why:

1. 2. 3.



PROMOTING COMPANY BRAND



DEVELOPING A MARKETING STRATEGY



COMPANY IMAGE



Label



Image

  

Quality Loyalty Word Of Mouth

    Loyalty Image Word Of Mouth Recognition  Partnerships  Creative/Original Design  Expense



Smart Phone Application



In Store Credit Cards



Proudly Displaying Our Logo For Deliveries



Product-line Pricing



Optional-feature Pricing



It Is The Mission Of Global Gadgets Imports To Become The Company That Makes All Wants Become Needs



Storefront, Internet, Catalog, Home Shopping Networks



Intensive, Selective, Or Exclusive

  Product Selection, Color Choices, Displays, Merchandising Current and Proposed Stores, Rural, Urban, Or Both, Internet, Home Shopping Networks   How Much Of What Products Mode Of Transportation To Stores, Customers

   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

   Who We Are – Friendly, Knowledgeable, Positive What We Are – Unique, Diverse, Out Of The Ordinary How We Are – Clean, Charitable, Attentive

1 10 100 1 000 10 000 100 000 1 000 000 10 000 000 CURRENT PLACEMENT INCOME POPULATION

1 10 100 1 000 $45 000 $40 000 $35 000 $30 000 $25 000 $20 000 $15 000 $10 000 $5 000 10 000 100 000 1 000 000 $0 10 000 000 POPULATION INCOME

70 000 60 000 50 000 40 000 30 000 20 000 10 000 0 POPULATION INCOME PROPOSED LOCATIONS

MEDIAN INCOME CURRENT STORES LOCATIONS; $30 558 PROPOSED LOCATIONS; $59 011 COMPARISON CURRENT STORE LOCATIONS7,771,000 POPULATION 0% 20% 40% 60% 80% 100% POPULATION 147,000

CURRENT LOCATIONS POPULATION Buffalo City Rochester City Syracuse Poughkeepsie 138,000 114,000 80,000 17,000 Philadelphia 7,000,000 Pittsburgh Harrisburg Altoona Paterson Cape May Trenton 188,000 25,000 28,000 82,000 53,000 46,000 PLACEMENT INCOME $33,027 $27,123 $25,000 $29,389 $40,534 $28,588 $26,920 $28,248 $32,778 $ 33,462 $31,074 PROPOSED LOCATIONS WHITE PLAINS TOMS RIVER WILKES-BARRE/SCRANTON POPULATION INCOME LOCATIONS CURRENT STORES 35,000 $58,545 46,000 66,000 $ 62,971 $ 55,516 PROPOSED LOCATIONS Hypothesis Test: Independent Groups (t-test, pooled variance) CURRENT LOCATIONS CURRENT MEDIAN INCOME 706,454.55 30,558.4545 mean POPULATION 7,771,000 147,000 CURRENT INCOME 30,558.45 NEW LOCATIONS INCOME 59,010.67 mean 2,087,995.99 4,309.9142 std. dev.

4,309.91 3,749.25 std. dev.

11 11 n 20 df 67,589 difference (Group 1 Group 2) 2,179,872, pooled variance 1,476,439. pooled std. dev.

6,295,558 standard error of difference 11 3 n 12 df -28,452. difference (Group 1 Group 2) 17,822 pooled variance 42,21.6 pooled std. dev.

27,492 standard error of difference 0 hypothesized difference 0 hypothesized difference

PLACEMENT Ряд1 Ряд2 Ряд3 Ряд4 STORES INTERNET $10 000 000 PROJECTED HOME SHOPPING NETWORK TARGET MARKET REGIONS $35,902,413 FOCUS GROUP $7,261,851 AVERAGED TARGET GROUP $5,026,349 $10,000,000 MILLIONS $44 000 000



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



OTHER RETAILERS

 Superstores  Target  Wal-Mart  Home Depot 

COMPLIMENTARY RETAILERS

  Furniture Stores Home Construction And Builders/Model Homes

COOPERATIVE MARKETING WAYS TO ENGAGE THE PARTNER



Join Forces With Someone



Not Just Advertising



How To Pick One

ECONOMIES OF SCALE

BARGAINING POWER COMBINED MANPOWER AND EXPERTISE

FLOW OF PRODUCT KEEP MORE OF YOUR DOLLAR

AGREE TO A COMMON MISSION

TRUST AND INFORMATION SHARE LACK OF COMMITMENT

HANDLING SUCCESS GROUP DYNAMICS

HOME BUILDERS Home Builders •Westrum Homes – Around Philadelphia •Hallmark Homes – Central New Jersey •Toll Brothers – In 20 States Including New York 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

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

   Philadelphia New York New Jersey Trenton  PRICES  QUALITY  DIVERSITY

 Focused Resources  Endorsements  Attraction  Loyalty  Seeking Value

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

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