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Mkt 291- Marketing Plan (Sohr)

Mkt 291- Marketing Plan (Sohr) - Patrick Berning Philip...

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Patrick Berning Philip Coonley Anne Hyde Austin Sohr 1
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Table of Contents TABLE OF CONTENTS .......................................................................................................................... 2 EXECUTIVE SUMMARY ....................................................................................................................... 2 SITUATION ANALYSIS ........................................................................................................................ 3 MARKETING PROGRAM .................................................................................................................. 14 FINANCIAL POSITIONING AND PROJECTIONS ........................................................................ 21 IMPLEMENTATION PLAN ................................................................................................................ 25 EVALUATION AND CONTROL ........................................................................................................ 27 CITATIONS ........................................................................................................................................... 29 EXECUTIVE SUMMARY To conserve money, save time, and provide convenience for consumers, we developed a seasonally scented air filter that can be placed in both central air or air conditioning units. Our filters have three primary value adding functions. It acts as an air filter that cleans traps the dirt that flows from the A/C to the household environment; the filter contain air purification technology that cleans a home’s stable air through recirculation; and it operates as an air freshener that eliminates odors and replaces it with enjoyable scents that linger for 90 days. Often, dirty apartments and houses can result in unpleasant smells that are beyond the consumer’s control. Therefore, we decided to produce a filter with seasonal freshness that can be placed in the air conditioning units of apartments or the central air units in houses. Popular 2
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air deodorizers can become an inconvenient hassle, but new technology allows consumers to let the filter do all the work. Seasonal Scents saves the customer the trouble of constantly using sprays when needed, and freshens the house automatically for up to three months. Our product is designed not only to enhance the smell of the seasons outside, but to also eliminate the numerous odors and unwanted particles that houses or rooms may carry. SITUATION ANALYSIS Market Summary The recent recession has invoked negative impacts on the air conditioning industry. Euromonitor International’s report forecasts the air treatment market will experience growth over the next five years. Entering the market in 2010 will allow for low costs of entry because the industry is struggling to reach customer need. Consequently, we can penetrate the market effectively and gain an ample market share. Gaining proper market share will promote high consumer growth during our introduction stage where we are weighed down with costs. Seasonal Scents also offers air purification services, which is experiencing considerable growth. Forecasters expect the growth to continue for at least five more years. As technology advances and people become more conscious about costs for small appliances, people have made a movement toward “smart” technology. In the air conditioning industry, suppliers have invested in “smart appliances” which refers to energy efficient products that have cheaper upfront and maintenance costs; the government essentially automates the electronics and improves their environmental efficiency. The current recession has implemented a more cost conscious public, and the “green movement” has developed an environmentally cognizant society. Seasonal Scents focuses on combining multiple value adding services in one product to increase efficiency and reduce overall costs. Each filter uses an ionized charge that acts an air 3
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purification system.
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