Final Marketing Plan - White Glove by Lisa M Iodice

Final Marketing Plan - White Glove by Lisa M Iodice - White...

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White Glove Final Marketing Plan MKT-500 Professor Lester Wills Lisa M Iodice
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White Glove Marketing Plan MKT-500, Prof. Wills Lisa M Iodice Executive Summary This three-year marketing plan for White Glove by Home Depot has been created to show, in quantifiable terms, how we intend to initially enter the residential cleaning market and is intended to show not only our initial start up costs, but also projected growth after the first year with a respectable profit margin. The goal of this plan is to provide a clear path to reach our target of 2,000 residential homes in the first year. The White Glove by Home Depot mission is to provide creative cleaning solutions tailored to fully satisfy the customer’s needs at an excellent value, which will enable our growth in the residential cleaning sector. We believe customer satisfaction is our responsibility and we are committed to providing service with quality and integrity with trained, courteous employees who will treat the customer’s home as if it were their own. This document encompasses a SWOT analysis between ourselves and our main competitors, how we will identify and target our target market, a competitive analysis of our key competitors, a financial analysis which includes sales and revenue forecasts for a three-year period (showing profitability of over $500 thousand by reaching our initial target of 2,000 homes), a sensitivity analysis encompassing conservative, medium and optimistic forecast data, our pricing structure, the channels of distribution we intend to utilize, and our integrated marketing communications promotion plan (including advertising budget). We anticipate growth to servicing over 5,000 homes by year 3 as a result of our marketing efforts and outstanding service. One of our key success factors, after reaching the customer initially, will be customer satisfaction and retention. Happy customers mean repeat business, “free” advertising via word- of-mouth. As the trend in recent years is for more two-income families to utilize cleaning Page 2 of 22
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White Glove Marketing Plan MKT-500, Prof. Wills Lisa M Iodice services in order to increase time spent on more pleasurable and meaningful activities, we see this is a fantastic opportunity to start and grow the business. I. Service Description “White Glove by Home Depot” (referred to hereafter as White Glove) is the service that will be brought to market. This service will be a variety of cleaning services that will be offered through the home improvement chain Home Depot. The customers will be able to consult with a department manager or associate at the White Glove service area of Home Depot stores. The target market for this will be property owners or renters who already shop at Home Depot for their household project needs or attend workshops that are routinely provided by the company. White Glove will provide a menu of cleaning services, ranging from light cleaning tasks (dusting, vacuuming) to more intensive cleaning (carpet / upholstery stain removal and cleaning, window cleaning, seasonal cleaning, exterior cleaning, etc.),
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