Assessment tasks 1 3
Assessment task 1 – Project Plan
“Houzit” Marketing management plan
Marketing objectives
The market for home-wares in Brisbane is estimated last year at $175 million per annum with an anticipated growth rate of the percent in the coming year. Here I outline the following marketing objectives:
12% market share (up from 11%)
Increase in sales by 8.5% over last year’s result
No expansion stores are planned during this phase of consolidation and on average the stores achieved $24,680 per week for the year.
Marketing activities
Here we present the marketing activities that show potential for the organization’s growth in seasonal demand that occurs during this period.
Increased marketing – focus on magazine advertising and PR
In-store promotions– in-store displays will feature advertising visuals and ink the featured products with other areas in Houzit’s assortment.
Web based promotions- the company’s web page will also carry the advertising visuals on the home page and will use the PR copy in article marketing on popular article content sites. The webpage will be targeted towards the key words found in the PR article and featured in the advertising of ‘stylish bathroom’ and ‘exotic mirrors’. These keywords will also be secured via pay-per-click traffic directing.
Focus in bathroom fittings and mirror categories with linkages to the other two categories of bedroom fittings and decorative items.
Key driver in achieving the marketing objectives is through the opportunity of having advertising space together with a PR write up in one of the leading home-ware magazines and their website.
For the next six months the marketing plan calls for increased marketing to match the growth in seasonal demand that occurs during this period.
Integration of organizational activities
Advertising visuals and links will be displayed throughout at Houzit’s assortment and web homepage.
Company Web address line of ‘Find us at http://www.houzit.com’ will be displayed on all materials.
PR copy-
“Houzit” Marketing management plan
Marketing objectives
The market for home-wares in Brisbane is estimated last year at $175 million per annum with an anticipated growth rate of the percent in the coming year. Here I outline the following marketing objectives:
12% market share (up from 11%)
Increase in sales by 8.5% over last year’s result
No expansion stores are planned during this phase of consolidation and on average the stores achieved $24,680 per week for the year.
Marketing activities
Here we present the marketing activities that show potential for the organization’s growth in seasonal demand that occurs during this period.
Increased marketing – focus on magazine advertising and PR
In-store promotions– in-store displays will feature advertising visuals and ink the featured products with other areas in Houzit’s assortment.
Web based promotions- the company’s web page will also carry the advertising visuals on the home page and will use the PR copy in article marketing on popular article content sites. The webpage will be targeted towards the key words found in the PR article and featured in the advertising of ‘stylish bathroom’ and ‘exotic mirrors’. These keywords will also be secured via pay-per-click traffic directing.
Focus in bathroom fittings and mirror categories with linkages to the other two categories of bedroom fittings and decorative items.
Key driver in achieving the marketing objectives is through the opportunity of having advertising space together with a PR write up in one of the leading home-ware magazines and their website.
For the next six months the marketing plan calls for increased marketing to match the growth in seasonal demand that occurs during this period.
Integration of organizational activities
Advertising visuals and links will be displayed throughout at Houzit’s assortment and web homepage.
Company Web address line of ‘Find us at http://www.houzit.com’ will be displayed on all materials.
PR copy-
References: 1. Joshi, Rakesh Mohan, (2005) International Marketing, Oxford University Press, New Delhi and New York 2. Philip Kotler, Philip.; Kevin Lane Keller (2006). Marketing Management, 12th ed.:).Pearson Prentice Hall 3. Clancy, Kevin J.; Peter C. Kriegafsd (2000). Counter intuitive Marketing. The Free Press 4. Porter, Michael (1998). Competitive Strategy (revised ed.). The Free Press. 5. Kotler, Philip.; Kevin Lane Keller (2006). Marketing Management, 12th ed. Pearson Prentice Hall 6. Ries, Al; Jack Trout (2000). Positioning: The Battle for Your Mind (20th anniversary ed.) 7. Porter, Michael (1998). Competitive Advantage (revised ed.). The Free Press