industrial mktg westboro
Post on 07-Apr-2015
127 Views
Preview:
TRANSCRIPT
Case Study 2: Westboro Water, Inc
Soumik Basak 32209Saurabh Ghosh 32305
Herat Trivedi 32253Aseem Rastogi 32235
Ranjit Mundu 32289Yuvraj Kurade 32225
Industrial Marketing Presentation
Executive Summary Business Overview Target Market Goal Marketing Strategy Promotional Strategies Implementation Tactics Budget Evaluation of Alternatives
Marketing Plan
WestBoro Inc. market Purity II Naturalizer Water Unit, is produced by Environmental Control Inc.
Manny is the promoter of the company Invested $20000 Staff – 6 Monthly expenses $4500
Purity II unit is sold at $395 Bi yearly refill replacement $80 Market targeted :- Household consumers Achieved limited success, but isn’t able to
capitalize on full market potential
Business Overview
Residential places Potential commercial places Residential builders Institutions
Target Market
Increase the revenue of WestBoro Water Inc by Expanding into different geographic region Increase the number of unit sold per month per
salesman to 40 unit
Goal
1. Increase distribution of Purity II in other regions
Develop an institutional sales force to seek out opportunities in different region (other than Ottawa Gatineau )
In 3 months time pitch to all the target institution of the region
Marketing Strategy
2. Train salespeople to increase their effectiveness of selling
• Educate customers by door to door sales giving sample of Purity II filtered water
Marketing Strategy (contd.)
Task Sales Target
Sales at end of 1st month 20
Sales at end of 2nd month
25
Sales at end of 3rd month
33
Sales at end of 4th month
40
Personal selling approach to be used Position the product on the basis of convenience, safety
and cost factor It does not require frequent re-ordering hence convenient Cost in the long run is much cheaper
Surety about quality of water rather than trusting a third party
Promotional Strategies
Purity II Waterlife products
Cost of unit=395
Per liter cost=$0.03 Cost per liter=$0.038
Capacity to produce per day=68 liters
Time taken for Purity II cost to match that of Waterlife=1.5 years ( (0.03*68*x)+395=0.038*68*x)
1. Increase distribution of Purity II in other regions
Implementation Tactics
Task
Description
Person Responsible Duration (days)
a) Prepare list of all residential builders
__ 2
b) Sales pitch to residential builders
XX 14
c) Prepare list of all institutions
YY 2
d) Sales pitch to institutions in the region
YY 30
Train salespeople to increase their effectiveness of selling
Implementation tactics (contd)
Task
Description
Person Responsible
Duration (days)
a) Shortlist a training & development center
Manny 7
b) Brief the training institutes about West Boro Sales and marketing process
AA 2
c) Build a training program and do a field test
AA 7
d) Impart training to existing sales person
AA 3
e) Check effectiveness of the program from field staff(After 15 days)
AA 1
For reaching the sales target additional incentives will be given:- $20 for every unit sold i.e. 5% of sales
Incentive Scheme
Task Sales Target(unit)
Incenitives ($)
Sales at end of 1st month
20
Sales at end of 2nd month
25 500
Sales at end of 3rd month
33 660
Sales at end of 4th month
40 800
For reaching goal 1 no extra cost will be involved
For Goal 2 Cost of training Opportunity cost of field staff lost during
training
Budget
1. Number of institutional buyers reached, Purity II units sold
2. Residential builders contacted, converted3. Sales of Purity II units per person per month4. Number of prospects
All these parameters will be reviewed every month. The plan would be a success in case the target is achieved in 4 months
Evaluation of Result
Thank You
top related