Problems and Opportunities Summary 13




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Media Plan


Tom Goulding

Eric Zimmerman

Shawntae Wilson


TABLE OF CONTENTS:


Executive Summary 3


Situation Analysis

Company Analysis 4

Primary Research 5

Consumer Analysis 7

Market Analysis 10

Product Analysis 11

Competitive Analysis 12


Problems and Opportunities Summary 13


Target Market 14


Objectives

Marketing Objectives 15

Advertising Objectives 15

Budget Objectives 15


Marketing Communication Strategy Overview 16

Advertising Strategy

Creative Strategy 17

Media Strategy 17


Sales Promotion Strategy 23

Public Relations Strategy 24

Direct Marketing Strategy 26


Campaign Evaluation 27


References 28


EXECUTIVE SUMMARY:


This plans book will address our media campaign and strategies for promoting Korky toilet repair products, including flappers, fill valves and flush valves. This campaign will be targeted at a middle-age/middle-class audience who are home owners with families. This audience will also be economically conscious and shop regularly at their local home improvement stores (including Home Depot, Lowe’s, etc.). In addition, the audience can be broken down into two categories: do-it-yourself (DIY) and do-it-for-me (DIFM), which will be discussed in further detail inside the plans book.


Our campaign will target three specific market areas: 1) East coast/Southeast (primary), 2) Midwest/West (secondary), and 3) Texas (evaluation/test market). Our campaign will use a variety of media strategies, tactics and supplements, but will focus most on Val Pak and point-of-purchase displays as an appeal to our “price-sensitive” audience. Due to our limited budget, this will be a flighting campaign centered on April (Spring Cleaning), August (End of Summer/Back to School), and December/January (Holiday Season).


Lastly, the goal of this campaign will be to educate our target audience about their toilet’s inner-workings and needs, to increase awareness of the Korky brand and to ultimately stimulate an initial trial purchase of a Korky product, which will in turn add to our database marketing through a product-registration process that will be required in order to receive Korky’s five-year warrantee.


SITUATION ANALYSIS:


Company Analysis:


In 1912 Korky underwent its first development stage through Lavelle Industries, Inc. The company was originally located in Chicago, Illinois at 424 Wood Street. This building then became Gavel's warehousing and distribution center. After 40 years Lavelle Industries moved to Burlington, Wisconsin and had, originally, only 10 employees. It was at this building that Lavelle introduced the Korky toilet flapper, a revolutionary plumbing product for its time.


This Korky toilet flapper makes the old tank-ball and guide system obsolete, and was used to replace over 50 percent of the overly-complicated toilet systems of that time. The Illinois State Journal named the Korky flapper the first new toilet design in over 50 years and it received air time on the television, radio and print mediums.


Later, in 1990 Korky introduced the Korky plus, which was the first ever chlorine resistant flapper. Lavelle managed to develop the chlorine resistant flapper through their patented Chlorazone material. Ten years later in 2000 Lavelle acquired Hunter plumbing products and integrated the Hunter 528 toilet fill valve into the Korky product line. This was renamed the Korky QuietFill and has remained of the easiest and quietest fill valves available to consumers. Then, in 2005 Korky introduced a new line of products that contained unique, adjustable flush valves that eliminated the need to cut toilet overflow tubes.


Chlorazone is Korky's specially formulated rubber that resists the chlorine added to municipal water and toilet tank cleaners. It is an elastomeric polymer which is ANSI and NSF 61 certified, and is the toughest standard governing product that comes into contact with toilet water. It prevents degradation by resisting harmful environmental products such as chlorine, cleaning chemicals, acids and bases, sunlight as-well-as ultra violet radiation and ozone. Korky is so sure of its durability that it's the only flapper on the market with a 5-year money back guarantee.



Korky supplies to all toilet manufactures world-wide, including independent hardware stores, chain home centers and plumbing wholesalers. In 2004 Korky received the 2004 Interline Brands Partner of the Year Award. The Interline Brands distribute maintenance and repair products and exceed sales of $630 million a year. Interline is a publically traded company on the New York Stock exchange and included brands are Barnett, Trayco, Maintenance USA, Wilmer, JA Sexauar and Lavelle.

Lavelle directly competes with rubber manufacturing companies such as Myers Industries, Regional Rubber Company, Jefferson Rubber Works Inc., FulFlex Inc., and JSR Corporation. Korky directly competes with other toilet repair brands, mainly Fluid Master, and department store brands. Indirectly Korky competes with plumbers and other toilet options, such as urinals.

Today, Korky is in the acceptance stage of home repair products. Korky is located and sold in major retail stores and Lavelle has supplied Home Depot, the largest home improvement retailer in the world with over 2,000 stores, with Korky toilet repair products since 1992. Lavelle currently employs 250 people, and has a $40 to $50 yearly revenue. It is the only toilet repair company that produces all of its products in the United States, and prides itself on the durability, and easiness of installation of its products.


Primary Research:


For our primary research we used the internet, basic advertising knowledge, and a survey. Korky was a new product that we had never heard of before so we sought most of our information from online sources, primarily Korky's own website, www.Korky.com. On this websites we were able to find some information about the history of Korky, and its creator Lavelle Industries. We were not able to directly determine which markets used Korky products the most, due to limited information on the subject, but were able to determine which markets did the most home improvement/ remodeling to their homes in 2011, through various online sources. According to the construction publisher, Hanley Wood, in his Remodeling Magazine, we were able to determine that cities in Maryland, Virginia, North Carolina, Georgia, South Carolina, Illinois, Washington, Minnesota, Kansas, and Texas had the greatest potential for selling home improvement products. We then determined which of these states had the highest percentage of home improvement stores. From this research we were able to find that Texas, North and South Carolina, Georgia, and Virginia had the highest density of home improvement stores, so we used these states as the primarily targeted areas in our media plan.


In our survey we randomly questioned ten individuals, five of whom were women, and 5 men. They were all between the ages of 25 and 54, and fit into our target audience. The questions they were asked were as follows,


1) Do you know how a toilet works?

a. yes b. no

2) How many times have you had to replace toilet parts?

a. never b. 1 - 3times c. over 3 times

3) If your toilet wasn't flushing properly what did you do?

a. call a plumber b. look online/ask people for help c. leave it d. repair it yourself

4) Where would you purchase a toilet repair product?

a. online b. home improvement store c. other

5) When would you purchase a toilet repair product?

6) When do you do the most maintenance work around the house?

a. spring b. fall c. summer d. winter

7) Have you heard of Korky or Fluid Master?

a. yes b. no

8) How did you hear about them?

9) What do you find most important in toilet repair products?

a. price b. instillation time/ easiness c. durability

10) Would you replace your toilet flapper if it would save you money on you water bill?

a. yes b. no


For the women we determined that four out of 5 new how a toilet worked, three answered 1-3 times for replacing toilet parts, two said look online and three said repair it yourself for what to do if the toilet wasn't flushing properly, all five said they would purchase a toilet repair product from a home improvement store, and they all answered when something was wrong for when they would purchase it, three said they were most likely to do the most maintenance work around the house in spring, while two said winter, all five said yes to hearing of Korky or Fluid Master, two said from going into stores, and three said from word-of-mouth, two found price the most important factor in toilet repair products, and three the easiness of instillation, and all five said they would replace the toilet flapper if it would save them money.


Five out of five men knew how a toilet worked, and all five answered 1 - 3 times for replacing toilet parts, one said to look online and four said repair it yourself for what to do if a toilet wasn't flushing properly, all five said that they would purchase a toilet repair product from a home improvement store, and they all said that they would only replace a toilet part if there was something wrong with it, two men said that they would do the most maintenance work in spring, while three said they would do it in the summer, all five said they had heard of Korky or Fluid Master, all five of them said it was from going into home improvement stores, three said durability was the most important factor and two said price, and four said that they would replace the toilet flapper if it would save them money.





As you can see by the graph, we were able to determine that more men know how a toilet works, have replaced a toilet part, and have repaired it themselves when compared to a woman. However, all the men and women surveyed said that they would purchase a toilet repair part from a home improvement store, when a part was broken. Two men surveyed would be more likely to do maintenance work in spring, compared to three women, and three men would do work in the summer, while two women would do work in the winter. All ten of the men and women surveyed had heard of Korky or Fluid Master, and five of the men had heard about them from going into a store compared to two women, and the remaining three women from word of mouth. Three men said durability was the most important in a toilet repair product, and two said price, while two women said price as-well, but three said easiness of instillation. Four men said they would replace a flapper if it would save them money, and five women said they would.


Consumer Analysis:


Who - This identification of consumers will focus on the general consumer base of home owners who purchase repair/improvement products from home improvement chains like Home Depot and Lowe’s instead of the specific consumer base for Korky because of limited research accessibility.

According to Debra J. Gilliard (2008) in The Journal of Business Case Studies, the primary consumers that use/make purchases at hardware stores such as Home Depot and Lowe’s include contractors, retail do-it-yourself (DIY) customers, and retail do-it-for-me (DIFM) customers. The market, however, has shifted from do-it-yourself (DIY) to do-it-for-me (DIFM) customers (DIFM account for about ten percent of all home improvement projects).

Furthermore, Generation Xers (1965-1976) are buying homes at younger ages than their parents did. Generation Yers (1977-1992) are increasingly entering the home ownership market. Continuing high levels of immigration raises the potential of home buyers in the market. Baby boomers are remodeling and buying second homes. Single women are buying homes (Gilliard, 2008).

According to the American Housing Survey (AHS), Hispanic households are the most likely group to do home improvement and repair projects, more than any other group including whites. African American home-improvement expenditures are also on the rise. However, the single most predictive variable concerning dollars spent on home improvements directly correlates with the square footage of living space in a home (1,751-4,000 ft2 was over 5 percent higher in likelihood of making home improvements than 0-1,750 ft2 homes). In addition, homes with children had different home repair purchase habits than homes without. According to the AHS, households with two adults plus children were about 20 percent more likely to make improvement than households with two adults and no children. Lastly, in do-it-yourself work, people in mobile homes made more improvements than people living in regular homes.


Product Usage - Consumers of Korky toilet replacement products such as the flapper, fill valve and flush valve use the products almost entirely for their intended purpose: the toilet tank flushing process. There is little to no discrepancy between intended use and actual use. Since the product is in the acceptance stage of the brand loyalty continuum, heavy users might constitute people who have purchased 4 or more products in the last 5 years, medium users might include people who have purchased 2-3 products in the last 5 years, and light users would be those who have purchased 0-1 products in the last 5 years. Based on our research, we predict that the majority of Korky’s consumer base falls in the “light users” category, followed by “medium users


Projected users of Korky:


Demographic -

75 percent male, 25 percent female, age 35-54, White, adult, generation X, household size of 3-4, own home, married or separated/divorced, middle class, high school graduates (may have attended college), coastal regions and Midwest, suburban.


Psychographic - Broken down into two categories: DIY and DIFM

DIY - Self-expression motivated (experiencers and makers), egocentric, stubborn, dominating, efficient

DIFM - Ideals motivated (thinkers and believers), sociable, amicable, self-assured


Brand Loyalty - Price Sensitive’s

According to Datamonitor (2009), home improvement retail consumers are not very brand loyal due to low-switching costs and highly undifferentiated products, which results in them often looking for the best deal available (especially regarding big-money purchases like flooring and lighting but not excluding small-money purchases like toilet tank repair). They note, however, that high-end kitchens and bathrooms are often the exception to the rule when brands are perceived as delivering style, class and quality.

When and How Often - Based on the industry-standard 5-year warranty for toilet repair kits, flappers, fill valves and flush valves, consumers are expected to purchase toilet tank replacement products every 5-10 years, assuming they are properly installed and functioning. During the years when looking to purchase a toilet replacement product, there are three monthly times that home improvement/repair sales peak: April, August, and December/January (see stock chart). We attributed these months to three cultural factors that are likely responsible for stimulating an increase in home repair purchases:

April = Spring Cleaning

August = End of Summer and Vacations/Back to School (for families with children)

Dec/Jan = Holiday Season

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