Aqua Bay Executive Summary
Aqua Bay Marketing Plan for Softubs
Table of Contents
EXECUTIVE SUMMARY
Aqua Bay Ltd is a local pool store looking to increase the net profit from increasing revenues from the Softub line and increasing marginal profit. Aqua Bay primarily competes with two major competitors: St. Lawrence Pools and Beachcomber, both offer similar products, but neither can match the fantastic value of a Softub. Aqua Bay’s market share in the Hot Tub Industry sits at 15% within the Belleville region. This marketing plans to increase the market share by 5%, by January 2014.
Aqua Bay has planned to target the age group between 40 and 59, for they have disposable income and are looking for some luxury in their life. The target market …show more content…
Customer Promises
The primary need that Softub covers is the luxury of hydrotherapy. Hydrotherapy is a primary goal that consumers seeking a hot tub need. Softub also covers the relaxation and social want.
USP
Your local Softub dealer (Aqua Bay) offers you supreme value for a therapeutic experience. Aside from hydrotherapy, the Softub will fulfill add to your social status and the experience will leave you feeling refreshed and relaxed. Satisfaction guaranteed.
MARKETING MIX
Product
When purchasing a Softub, there are essential components in which the consumer needs to operate it properly. The essentials include: …show more content…
Other potential venues could include home shows or potential partners (hardware store parking lots). This would increase the market’s awareness to the unique product.
Promotional Objective
The promotional objective is to raise product awareness. In order to do so, Aqua Bay will have to treat the Softub like a new product. For example, Aqua Bay will provide signage that introduces the 2013 Softub model.
Promotional Strategy
The idea is to PULL customers to the store in order to shower the regular customers with advertising and promotional signs. The idea of the marketing tactic is to directly appeal to the customers.
Strategic Summary – “KEY FINDINGS”
Competitive Advantage – Fantastic value
USP – Hydrotherapy, relaxation and social status
Positioning – Low Price, Medium Quality (Area of Opportunity)
Product – Package includes: Softub, hydromate, cover and manufacture limited- warranty
Price – Approximately $4,000
Promotion – Focus on low cost promotions in order of
Table of Contents
EXECUTIVE SUMMARY
Aqua Bay Ltd is a local pool store looking to increase the net profit from increasing revenues from the Softub line and increasing marginal profit. Aqua Bay primarily competes with two major competitors: St. Lawrence Pools and Beachcomber, both offer similar products, but neither can match the fantastic value of a Softub. Aqua Bay’s market share in the Hot Tub Industry sits at 15% within the Belleville region. This marketing plans to increase the market share by 5%, by January 2014.
Aqua Bay has planned to target the age group between 40 and 59, for they have disposable income and are looking for some luxury in their life. The target market …show more content…
Customer Promises
The primary need that Softub covers is the luxury of hydrotherapy. Hydrotherapy is a primary goal that consumers seeking a hot tub need. Softub also covers the relaxation and social want.
USP
Your local Softub dealer (Aqua Bay) offers you supreme value for a therapeutic experience. Aside from hydrotherapy, the Softub will fulfill add to your social status and the experience will leave you feeling refreshed and relaxed. Satisfaction guaranteed.
MARKETING MIX
Product
When purchasing a Softub, there are essential components in which the consumer needs to operate it properly. The essentials include: …show more content…
Other potential venues could include home shows or potential partners (hardware store parking lots). This would increase the market’s awareness to the unique product.
Promotional Objective
The promotional objective is to raise product awareness. In order to do so, Aqua Bay will have to treat the Softub like a new product. For example, Aqua Bay will provide signage that introduces the 2013 Softub model.
Promotional Strategy
The idea is to PULL customers to the store in order to shower the regular customers with advertising and promotional signs. The idea of the marketing tactic is to directly appeal to the customers.
Strategic Summary – “KEY FINDINGS”
Competitive Advantage – Fantastic value
USP – Hydrotherapy, relaxation and social status
Positioning – Low Price, Medium Quality (Area of Opportunity)
Product – Package includes: Softub, hydromate, cover and manufacture limited- warranty
Price – Approximately $4,000
Promotion – Focus on low cost promotions in order of