市场营销英文文献Word下载.docx

市场营销英文文献Word下载.docx

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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