Marketing plan

Page 1

ASSESSMENT TASK 1- 4

MEMO GANTT CHART MARKETING PLAN and ROI

Submitted by: MARTIN R. RETUERMA STUDENT# 5819

MARTIN R. RETUERMA / STUDENT # 5819


M.R. BUSINESS CONSULTANCY Level 8 Academia Bldg. Moreland Rd, Sydenham VIC 3037 Telephone Nos: 0431009999 (office) & 0431008888 (fax)

14 October 2013

To:

THE MANAGEMENT D & A Garden Supplies 501 Chrysanthemums Rd, Sydenham VIC 3037

RE:

LETTER OF INTENT (MARKETING CAMPAIGN)

Dear Sir/Ma’am:

Good day! D & A Garden Supplies (DAGS) together with M.R. Business Consultancy (MRBC) will conduct a charity event for the seniors of Sydenham Aged Care (SAC) as part of the advertising campaign. A small botanical garden will be set up in their backyard for the seniors to enjoy planting and harvesting. Not only the seniors will maintain a new hobby but also provide them with a new sanctuary to nurture and relish. The backyard will be landscaped with floras and plants to provide a scenic view where they can sit down and relax. Flower picking and crops reaping are other activities they will enjoy and find interesting afterwards. Apart from giving the old citizens something to do and appreciate in the end-stage of their lives, this marketing strategy will promote DAGS as well. Another marketing scheme is to create newsletters containing the charity event to be led by DAGS. These newsletters can also be sent directly by mail. Incorporated in the newsletter, are the amendments as well as new products/offers of DAGS which will be handed and circulated within the community of Sydenham, approximately within 10 kilometre zone to update them of the new promotions and encourage them to join and support the elderly living at SAC simply by purchasing plants and products from DAGS. Apart from extending help, they can enjoy various promotions as well. These are planned and designed to attract more consumers to patronize products and targets the old customers to continue supporting. The campaign is intended not only

MARTIN R. RETUERMA / STUDENT # 5819


to increase the revenue and recover the losses of DAGS in the past but also to raise funds for the maintenance of SAC’s little botanical garden. These promotions will create a big name for DAGS and are deemed effective through the help of the managers and staffs (gardeners, landscaping consultant and cashier). Eagerness and dedication to provide their utmost service are highly needed to expect for the earnings to rise and continue over the succeeding months and next few years. Attached along with this memo is a year marketing timeline, marketing plan and ROI calculation. Thank you for trusting MRBC. Your approval is greatly anticipated and all staffs’ engagement in the whole planning and implementation are the keys to regain success.

Regards, MARTIN R. RETUERMA Marketing Consultant, MRBC

MARTIN R. RETUERMA / STUDENT # 5819


M.R. BUSINESS CONSULTANCY Level 8 Academia Bldg. Moreland Rd, Sydenham VIC 3037 Telephone Nos: 0431009999 (office) & 0431008888 (fax)

Month 2013 October Week 1 Week 2 Week 3 Week 4 November Week 1 Week 2 Week 3 Week 4 December Week 1 Week 2 Week 3 Week 4 2014 January Week 1 Week 2 Week 3 Week 4 February Week 1 Week 2 Week 3 Week4 March Week 1 Week 2 Week 3 Week4 April Week 1 Week 2 Week 3 Week4 May Week 1

ACTIVITY

Planning of marketing campaign Letter of Intent (DAGS) Approval from management (DAGS) Meeting with the management and staff (DAGS) Letter of Intent (SAC) Planning with SAC management/Approval from SAC management Draft of advertisement/campaign newsletter Presentation of ad to DAGS management/staffs Printing of newsletters Distribution of newsletters/promotional materials

Landscaping of SAC backyard Gardening workshops for the staffs of SAC Gardening workshops for the elderly Open website to public, electronic dissemination of offers Meeting with the management and staff (DAGS) Newspaper advertisement Visit SAC, check mini garden and update public of status Updates, reports and follow-ups Advertise plants for the fall season Audit outlays and earnings Visit SAC, check mini garden and update public of status Updates, reports and follow-ups Meeting with the management and staff (DAGS) Audit outlays and earnings Visit SAC, check mini garden and update public of status Updates, reports and follow-ups MARTIN R. RETUERMA / STUDENT # 5819


Week 2 Week 3 Week4

Workshops Audit outlays and earnings Visit SAC, check mini garden and update public of status

Week 1 Week 2 Week 3 Week4

Updates, reports and follow-ups Advertise plants for the winter season Audit outlays and earnings Visit SAC, check mini garden and update public of status

Week 1 Week 2 Week 3 Week4 August Week 1 Week 2 Week 3 Week4 September Week 1 Week 2 Week 3 Week4 October Week 1 Week 2 Week 3 Week4

Updates, reports and follow-ups Meeting with the management and staff (DAGS) Audit outlays and earnings Visit SAC, check mini garden and update public of status

June

July

Updates, reports and follow-ups Workshops Audit outlays and earnings Visit SAC, check mini garden and update public of status Updates, reports and follow-ups Advertise plants for the spring season Audit outlays and earnings Visit SAC, check mini garden and update public of status Updates, reports and follow-ups Meeting with the management and staff (DAGS) Audit outlays and earnings Visit SAC, check mini garden and update public of status

MARTIN R. RETUERMA / STUDENT # 5819


MARTIN R. RETUERMA Marketing Consultant

D AND A GARDEN SUPPLIES MARKETING PLAN OCTOBER 2013

MARTIN R. RETUERMA / STUDENT # 5819


TABLE OF CONTENTS Marketing Plan Summary The Agency

………………………………………………………………………….. 3

The Future

………………………………………………………………………….. 3

The Market

………………………………………………………………………….. 3

The Finances

………………………………………………………………………….. 4

The Business The Business Overview

………………………………………………………………………….. 5

SWOT Analysis

………………………………………………………………………….. 6

SWOT Activity Sheet

………………………………………………………………………….. 6

Competitors

………………………………………………………………………….. 8

Market Research

………………………………………………………………………….. 8

Marketing Strategy

………………………………………………………………………….. 8

Marketing Activities

………………………………………………………………………….. 9

The Finances Price

………………………………………………………………………….. 10

Expected Sales

………………………………………………………………………….. 11

MARTIN R. RETUERMA / STUDENT # 5819


MARKETING PLAN SUMMARY The Agency Business Name:

D & A Garden Supplies (DAGS)

Business Location:

501 Chrysanthemums Rd, Sydenham VIC 3037

Products/ Services: 1. Garden Business (MAIN)  Nursery  Garden supplies  Landscaping  Landscaping consultation 2. Café Trade  Sit-in dining  Takeaway food  Beverages  Variety of food (sandwiches, salads, gourmet pies, sausage rolls, quiches and savoury slices, chips/wedges, cakes and slices, ice creams and sorbets, kids menu, soups and casseroles in winter)

The Future Vision: To be the “first place to go” for all garden needs. Objectives: To be the no. 1 seller of all garden products for 75% of gardeners who live within 10 kilometers from DAGS by the end of 2014.

The Market Target Market:

Gardeners who live within 10 kilometres from DAGS

Marketing Strategy: 1. 2. 3. 4. 5.

Charity event Print/Electronic advertisements On-site advertising Monthly research Trainings/Workshops MARTIN R. RETUERMA / STUDENT # 5819


6. Free consultation 7. Discounts and Perks

The Finances This project will use only 20% of a year net profit thus will not place DAGS at risk for further losses. The following are where expenses will be allocated:       

printed advertisements/newsletters website creation and online advertising additional/new plants gardening products landscaping supplies trainings/workshops charity event (promotional campaign)

THE BUSINESS Business Overview David and Alison had put up a garden supply and nursery business and have been operating for thirteen years. The services they mainly offer include landscaping and garden maintenance. Over the years, D.A. Garden Supplies has prospered and added extra amenities. They opened a small café inside the nursery and later on expanded to larger dining operations which cater variety of food and beverages. Their service was not just limited to dining but served food for takeaway as well. They are situated in 501 Chrysanthemums Rd, Sydenham VIC 3037 and just opposite a small shopping centre which includes a supermarket, department store, café and some specialty shops. Nearby is a large Bunning’s store which is a multipurpose hardware shop which also retails garden supplies, equipment and accessories.

MARTIN R. RETUERMA / STUDENT # 5819


S.W.O.T. Analysis

STRENGTHS     

WEAKNESSES

database of products/profits nursery garden supplies free landscaping consultation increase in the sales of mulch

     

OPPORTUNITIES

location of business limited plants and varieties late opening hours early closing during weekends staff engagement/customer service advertising/promotions

THREATS

presence of cafeteria offering sit-in dining, takeaway food, beverages and variety of food (sandwiches, salads, gourmet pies, sausage rolls, quiches and savoury slices, chips/wedges, cakes and slices, ice creams and sorbets, kids menu, soups and casseroles in winter)

situated just opposite a small shopping centre which includes a supermarket, department store, café and some specialty shops located near Bunning’s store which is a multipurpose hardware shop which also retails garden supplies, equipment and accessories

S.W.O.T. Activity Sheet SWOT WEAKNESS/THREAT  

location of business situated just opposite a small shopping centre which includes a supermarket, department store, café and some specialty shops located near Bunning’s store which is a multipurpose hardware shop which also retails garden supplies, equipment and accessories

ACTIVITY Be competitive and consider innovations and creativity despite the surrounding competitors. Conduct monthly research for new trends in gardening and landscaping. May also have an ocular visit to other similar shops and take note of their advances which may be adopted, adapted and applied to enrich the strengths and scopes of the business. Compare rates from other similar stores and ensure retail prices are reasonable. See to it that plants and products vended meets the quality of other nurseries and garden shops.

MARTIN R. RETUERMA / STUDENT # 5819


 

late opening hours early closing during weekends

staff engagement/customer service

Suggests extending operating hours from 7am up to 7pm all days of the week. May extend up to 9pm during the summer. Majority of the home gardeners’ works on a regular basis, thus most of them are only available to visit businesses after working hours or during the weekends. Additional staffing to work at PM shift may be required. Part-time workers may be hired to work during unfussy hours and/or late shifts depending on the discretion of the management and staffs. On site, guarantee that staffs are able to provide useful information about their products and label items appropriately with descriptions and prices. Provide monthly workshops or trainings to garden business staffs to update them with the new trends and learning.

advertising/promotions

Staffs must be encouraged to be innovative as well. Once in a while, team building workshops must be implemented to drive and motivate administrators and staffs to actively work together. Having a pleasant work environment and maintaining a good relationship with co-workers are keys to a fruitful industry. Provide advertisements and offer wide variety of plants and products suitable for special occasions and appropriate for the season. New products should be available each month since customers are looking for remarkable variations. Ensure that items are interesting, affordable and worth their money. Advertise creatively in several ways. May market the business by posting ads on newspapers, magazines and internet, utilizing radio announcements, distributing flyers, print-ads and brochures. Publicize offers, promos and discounts on a regular basis. May also take advantage of disseminating information via email and text messaging. Social media is another productive approach to expand the coverage of target areas. If within means, may create a website which contains the services of the D.A. Garden Supplies. May also process online orders and door to door deliveries. Out of 10 km zone hence will be charged reasonably to cater to customers without transportation means. In relation to this, website must contain all the necessary photos, description, fees and information that consumers may need. Offer free consultation, gardening workshops/updates and other perks to attract more customers. Bonuses may also range from the following (may be modified, listed only as examples):

MARTIN R. RETUERMA / STUDENT # 5819


  

limited plants and varieties

Buy 1 take 1 Buy 2 and take 50% off on the next purchase Purchase 10 varieties of plants and get a beverage or food freebies.  Discount on plants that are off season  Free hot/cold beverages but limit to one cup or glass per person  No charge for deliveries within 10 km from the shop Increase the number and variety of plant products and ensure quality. Sell plants according to season.

Competitors 1. Shopping centre which includes a supermarket, department store, café and some specialty shops (Established in 2007) 2. Bunning’s store which is a multipurpose hardware shop which also retails garden supplies, equipment and accessories (Established in 2004)

Market Research 

Surveys and research about the following: 1. Plants that are on/off season, usually planted in home gardens 2. Plants and supplies in demand and fast-moving 3. Plants with low maintenance and for all weather

  

Ocular visits to other nursery and garden shops Environmental scanning to identify changes in the marketplace Internal audits to see whether performance has been affected by, for example, personnel performance, funding and technology Measure actual performance and diagnose any variance

Marketing Strategy 1. 2. 3. 4. 5. 6. 7.

Charity Event Print/Electronic Advertisements On-site advertising Monthly research Trainings/Workshops Free consultation Discounts and Perks

MARTIN R. RETUERMA / STUDENT # 5819


D & A Garden Supplies (DAGS) together with M.R. Business Consultancy (MRBC) will conduct a charity event for the seniors of Sydenham Aged Care (SAC) as part of the advertising campaign. A small botanical garden will be set up in their backyard for the seniors to enjoy planting and harvesting. Not only the seniors will maintain a new hobby but also provide them with a new sanctuary to nurture and relish. The backyard will be landscaped with floras and plants to provide a scenic view where they can sit down and relax. Flower picking and crops reaping are other activities they will enjoy and find interesting afterwards. Apart from giving the old citizens something to do and appreciate in the end-stage of their lives, this marketing strategy will promote DAGS as well. Another marketing scheme is to create newsletters containing the charity event to be led by DAGS. These newsletters can also be sent directly by mail. Incorporated in the newsletter, are the amendments as well as new products/offers of DAGS which will be handed and circulated within the community of Sydenham, approximately within 10 kilometre zone to update them of the new promotions and encourage them to join and support the elderly living at SAC simply by purchasing plants and products from DAGS. Apart from extending help, they can enjoy various promotions as well.

Marketing Activities 1.

2.

3.

4.

5. 6. 7.

8.

Conduct monthly research for new trends in gardening and landscaping. May also have an ocular visit to other similar shops and take note of their advances which may be adopted, adapted and applied to enrich the strengths and scopes of the business. Compare rates from other similar stores and ensure retail prices are reasonable. See to it that plants and products vended meets the quality of other nurseries and garden shops. Suggests extending operating hours from 7am up to 7pm all days of the week. May extend up to 9pm during the summer. Majority of the home gardeners’ works on a regular basis, thus most of them are only available to visit businesses after working hours or during the weekends. Additional staffing to work at PM shift may be required. Part-time workers may be hired to work during unfussy hours and/or late shifts depending on the discretion of the management and staffs. On site, guarantee that staffs are able to provide useful information about their products and label items appropriately with descriptions and prices. Provide monthly workshops or trainings to garden business staffs to update them with the new trends and learning. Staffs must be encouraged to be innovative as well. Once in a while, team building workshops must be implemented to drive and motivate administrators and staffs to actively work together. Having a pleasant work environment and maintaining a good relationship with co-workers are keys to a fruitful industry. Provide advertisements and offer wide variety of plants and products suitable for special occasions and appropriate for the season. New products should be

MARTIN R. RETUERMA / STUDENT # 5819


available each month since customers are looking for remarkable variations. Ensure that items are interesting, affordable and worth their money. 9. Advertise creatively in several ways. May market the business by posting ads on newspapers, magazines and internet, utilizing radio announcements, distributing flyers, print-ads and brochures. Publicize offers, promos and discounts on a regular basis. 10. May also take advantage of disseminating information via email and text messaging. Social media is another productive approach to expand the coverage of target areas. If within means, may create a website which contains the services of the D.A. Garden Supplies. May also process online orders and door to door deliveries. Out of 10 km zone hence will be charged reasonably to cater to customers without transportation means. In relation to this, website must contain all the necessary photos, description, fees and information that consumers may need. 11. Offer free consultation, gardening workshops/updates and other perks to attract more customers. Bonuses may also range from the following (may be modified, listed only as examples): • • • • • •

Buy 1 take 1 Buy 2 and take 50% off on the next purchase Purchase 10 varieties of plants and get a beverage or food freebies. Discount on plants that are off season Free hot/cold beverages but limit to one cup or glass per person No charge for deliveries within 10 km from the shop

12. Increase the number and variety of plant products and ensure quality. 13. Sell plants according to season.

THE FINANCES Price This project will use only 20% of a year net profit thus will not place DAGS at risk for further losses. The following are where expenses will be allocated:       

printed advertisements/newsletters website creation and online advertising additional/new plants gardening products landscaping supplies trainings/workshops charity event (promotional campaign)

- AUS $2,000 - AUS $2,000 - AUS $5,000 - AUS $5,000 - AUS $5,000 - AUS $1,500 - AUS $5,000

_____________________________________________________ TOTAL

- AUS $25,500

MARTIN R. RETUERMA / STUDENT # 5819


Expected Sales Sales are expected to start rising gradually a month after the newsletters were processed electronically, distributed manually and after the charity event has finished. In February 2014, net profit should be AUS $20,000/monthly as a minimum and unaffected by changes in season. Every four months 25% of customers should return as indicator of success and effective marketing plan.

MARTIN R. RETUERMA / STUDENT # 5819


ROI CALCULATION 2014 February March April May June July August September October November December

- $20, 000 minimum earning - $20, 000 minimum earning + 2% increase in overall sales - $20, 000 minimum earning - $20, 000 minimum earning + 5% increase in overall sales - $20, 000 minimum earning - $20, 000 minimum earning - $20, 000 minimum earning + 7% increase in overall sales - $20, 000 minimum earning - $20, 000 minimum earning + 10% increase in overall sales - $20, 000 minimum earning - $20, 000 minimum earning / will consider further improvement and revisions / possible cafĂŠ upgrade.

MARTIN R. RETUERMA / STUDENT # 5819


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