Marketing Plan Management
Case Study Houzit Brisbane
Marketing plan management
Juliana Silva Brandao
20/08/2012
Marketing Management plan
1. Marketing activities
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 organisation’s growth in seasonal demand that occurs during this period.
• Increased marketing – focus on magazine advertising and PR
• In-store promotions and web based promotions – in-store displays will feature advertising visuals and link the featured products with other areas in Houzit’s assortment. At the same time, 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 management
Juliana Silva Brandao
20/08/2012
Marketing Management plan
1. Marketing activities
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 organisation’s growth in seasonal demand that occurs during this period.
• Increased marketing – focus on magazine advertising and PR
• In-store promotions and web based promotions – in-store displays will feature advertising visuals and link the featured products with other areas in Houzit’s assortment. At the same time, 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