市场营销英文文献.docx
- 文档编号:12317671
- 上传时间:2023-04-18
- 格式:DOCX
- 页数:6
- 大小:17.86KB
市场营销英文文献.docx
《市场营销英文文献.docx》由会员分享,可在线阅读,更多相关《市场营销英文文献.docx(6页珍藏版)》请在冰豆网上搜索。
市场营销英文文献
InnovationIsaGoodWaytoMaintainMarketPresence
TheJumbo-Koterventureisagoodexampleofthedevelopmentofasuccessfulnewproductbysolvingaconsumerproblem.TheWoosterBrushCompanyidentifiedthedifficultythatpainterswerehavingbecausetheirminirollerswerestickingafterafewuses.ThenewJumbo-Kotermini-rollerssolvedthatproblembyusingasmooth-turningcageframe.WoosterBrushfurtherimprovedthesemini-rollersbyusinghigh-qualityfabricsfromitshighlysuccessfulnine-inchrollers.Finally,bynotextendingfabricovertheendofthenewmini-rollers,Jumbo-Koterenabledthepaintertogetintotighterspacesthanwithtraditionalmini-rollers.Thisalsopreventedpaintfromspinningoffontoanothersurface.
OnelessontobelearnedfromtheJumbo-Koterprogramisthatinnovationisagoodwayforacompanytomaintainitspresenceinthemarketplace.TheWoosterBrushCompanyhasmadeanotableefforttocontinuetoinnovate,developingtrulybeneficialproductsinaverystodgy,old-fashionedbusinessformanyyears.TheJumbo-Koterproductlineisagoodexampleofthis.Thiscontinuousinnovationhasenabledthecompanytocompetesuccessfullywithoutparticipatinginindustrypricewars.Atthetimeofthiswriting,theWoosterBrushCompanywasintheprocessofdevelopingadditionalnewproductstomeetthepaintapplicationneedsofitscustomers.
SummaryMarketingPlanfor:
WoosterJumbo-KoterTMWoosterBrushCompany
MARKETINGPLANSUMMARY
BACKGROUND.Manypaintershaveproblemswiththeirmini-rollers.Becausetheserollersaresmallerthantraditionalrollers,theyaregreatforgettingpaintintotightplacesandcorners.Ontheotherhand,thesmallsizeoftherollersometimescausesittostickafteracertainnumberofuses.Paintersoftenbecomefrustratedwhentheyhavetodragastuckmini-rollerdownawall.ThisconsumerproblemledtoawholenewproductlinecalledtheJumbo-Koter,andtoamarketingplanthateffectivelyleveragedthestrengthsoftheWoosterBrushCompany.
MARKETREVIEW.Thepaintapplicatorindustryismadeupofarelativelysmallnumberofcompanies,anditchangesonlyslightlyfromyeartoyear.AtrendidentifiedbyWoosterBrushwastheinfluxofforeigncompetitionintothemini-rollermarket.Becauseoftheeffectivenessofusingamini-rollerfordetailpaintingjobs,themarketforthesesmallrollerswasgrowing.Asthiswashappening,severalmanufacturerswereimportingmini-rollersfromChinaandotheroffshoresources.WoosterBrushwasbeingforcedtocompetewiththeselower-pricedimports.
CONSUMERUSAGEANDATTITUDES.AprogramofstoreinterviewsandpersonalobservationsenabledWoosterBrushmanagementtodeterminethatmini-rollersweregainingmarketshareandwereerodingpaintbrushusagemoreandmore.Consumersrepresentthebulkoftheunitsales;however,theytendtobuywhatisavailableandrecommendedinpaintandhardwarestores,andthesestorestypicallydisplayandrecommendwhatisusedbyprofessionalcontractors.Throughquantitativeandqualitativeresearch,WoosterBrushlearnedthatpaintingcontractorsgenerallyperceivedJumbo-Koterasasignificantimprovementoverthemini-rollersthatwerecurrentlyavailableinthemarket.
PLANNINGASSUMPTIONS.PriortolaunchingJumbo-Koter,themanagementofWoosterBrushmadeaseriesofassumptionsregardingtheoutcomeoftheimplementation.ThefollowingisalistofthekeyplanningassumptionsmadebyWoosterBrushCompany:
PaintandhardwarestoreswillgenerallyacceptdistributionofJumbo-KoterbecauseofthesuccesstheseretailershavehadwithpreviousnewproductsfromWoosterBrush.
ThefabriconJumbo-Koterrollerswillbeacceptedbyprofessionalsandconsumers.
ProfessionalpainterswillwanttouseJumbo-Kotermini-rollers.
PricingonJumbo-Koterwillbeacceptedaslongasthepricepointsaresimilartothoseofthelow-pricedmini-rollerscurrentlyonthemarket.
ShouldJumbo-Koternotbesuccessful,WoosterBrushwillstillbeabletocaptureashareofthemini-rollermarketwithitscurrentmini-rollersystem.
Overthenextfewyears,Jumbo-Kotercouldmakeitpossibletoeliminatetheoldminirollersystem.
KEYSTRATEGICMARKETINGOBJECTIVES.Basedontheaboveplanningassumptions,themanagementofWoosterBrushsetupaseriesofspecifickeystrategicmarketingobjectivesfortheJumbo-Koterventure.ThefollowingarethekeystrategicmarketingobjectivessetbythemanagementoftheWoosterBrushCompany:
Toenticeconsumersandprofessionalstopurchaseamini-rollersystemthatisnotinterchangeablewithothermini-rollersystems.
Togetthemajorityofthetwenty-fourdifferentJumbo-Koterrollersandtwoframesintobroad-scaledistribution.
Totimetheexpansionofdistributionsothatproductionisabletokeepupwithretailsales.
Toachievespecificsalesvolumeobjectivesthatwillenabletheventuretopaybacktheinvestmentinnewequipmentwithinaspecifictimeframe.
TolaunchtheJumbo-Koterlinenationallyintheinitialdistributiontargetswithinthreemonths.
ToovercomethepotentialobjectionbyretailersandcustomersthattheJumbo-Kotercoversdonothaveafabriccoveringontheendoftherollers.
MARKETINGPLANELEMENTS
Brandname.Thenewmini-rollersystemwaslaunchedundertheoverallbrandnameWoosterJumbo-Koter.Thisnameappearedonallpackaginganddisplayheadersigns.Also,sevenadditionalnameswereusedtodifferentiatethedifferenttypeofcovers:
SuperFabTM,ProDoo-ZTM,MohairBlendTM,50/50TM,SuperTwistTM,Painter’sChoiceTM,andProFoamTM.TheoverallbrandnamestrategywastoleveragethepowerofthecurrentWoosterBrushimage.
Productline.Jumbo-Koterisacomprehensivelineoftwenty-fourdifferentmini-rollersandtwodifferentframes.Theshort-handleframehasa14-inchhandle,andthelonghandleframehasa261/2-inchhandle.Bothofthesearecageframes,whichturnmuchbetterthanthetraditionalwireframes.Boththeshort-handleframeandthelonghandleframehavea4-incharm,eventhoughthereare41/2-and61/2-inchrollercovers.Auniquebuttonontheendofallofthe61/2-inchrollercoversplugsintotheframe,enablingtheframetobeusedwithboththe41/2-andthe61/2-inchrollercovers.Thefabricsusedfortherollercoversvaryandaredifferentiatedbybrandname,pile,andwidth.Mostofthecoversarepackedtwoperpackage,althoughtherearesomecoversthatarepackedsixperpackage.
Pricingstrategy.TheJumbo-Koterproductlinewassetupwithadifferentpricepointforeachofthedifferentproductsintheline.Thepricingstrategywastohitthepricepointsofthelow-pricedimportedcompetition.ManagementfeltthatifJumbo-Koter’spriceswerewithinafewpenniesofthoseofthelow-pricedimports,itwouldhavetheadvantage.Jumbo-Kotermini-rollerswerelaunchedatlowerpricesthandomesticproducts,includingotherWoosterBrushmini-rollers.Whentheprogramwaslaunched,a10percentintroductoryallowancewasofferedontheentireline.
Salesanddistributionmethods.TheWoosterBrushCompanysellsitsproductsthroughanationalnetworkofdistributorsandbuyinggroups.Itdoeshavesomedirectaccounts;Lowe’sandHomeDepot,forexample,aredirectaccounts.Jumbo-KoterwastobesoldintonationaldistributionbytheWoosterBrushCompany’ssalesforceandnetworkofservicepersonnel.
Advertisingcopystrategy.TheobjectiveoftheJumbo-Koteradvertisingwastocommunicatetopaintandhardwarestoresthatanewimprovedmini-rollerwascomingonthemarketandthatthismini-rollerwouldbeavailableonlyfromtheWoosterBrushCompany.WoosterusedtradeadvertisementsthattookadvantageofthestrongreputationoftheWoosterBrushCompanyname.Theseadvertisementsemphasizedthatthesenewmini-rollersrolledsmoothlyandrequiredfewertripstothepaintbucketbecausetheyheldmorepaintanddidnotstoprolling.Thenetresultwaslesscosttothepainter.
Advertisingmediastrategy.Jumbo-KoteradvertisingwasdesignedtoberunintradepublicationssuchasDo-It-YourselfRetailingandothermagazinestargetedtopaintandhardwarestores.TherewasnoconsumeradvertisingofJumbo-Koter.One-andtwopagespreadswereplacedinthesemagazinesatthetimeoftheproductlaunch.
Salespromotion.ThelinewaslaunchedwithincentivesforretailerstouseadisplaywiththeJumbo-Koterline.Thesediscountsweretobeofferedatproshowsandatdistributorshows.Aconsumerdiscountwasalsooffereduponintroductionoftheprogram.Apremiumpackthatincludedaframeandsixrollercoversinaboxwastobesoldduringtheproductlaunch.Itwastobeputonacounterorontherack.Theconsumerboughtthesixcoversandgottheframefree.
Publicity.PublicrelationswasalsousedtointroduceJumbo-Koter.Apressreleasewassenttoallofthekeytradepublicationspriortoplacementoftheprintadvertising.WoosterBrushCompanymanagementanticipatedthatasignificantnumberofarticleswouldresultfromthispressreleasebecauseWoosterBrushwasaregularadvertiserinallofthesemagazines.ThepressreleaseintroducedJumbo-KoterasanewproductfromtheWoosterBrushCompanyandincludedthemajorpointsfromtheadvertisingcopy.
In-storemerchandising.ItwasfeltthatakeytosuccessingettingthefullJumbo-Koterproductlineintoretailstoreswasanin-storedisplayprogram.Thecornerstoneofthisprogramwasatwo-footfreestandingmerchandiserthatincludedthefullJumbo-Koterproductline.WoosterBrushwouldgivetherackfreetoretailers.Apieceofliteraturefortheconsumerwasincludedwiththedisplay.
Timetable.AfterWoosterBrushpushedthebuttononamajordevelo
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 市场营销 英文 文献
![提示](https://static.bdocx.com/images/bang_tan.gif)