Executive Summary
By Ashley Cole
 “Get That Mattress off the Floor”
 Our client creates beautiful Hawaiian, customized bed frames.
However, the company is small and the budget for marketing
and advertising is even smaller. This is a new product that prides
itself on “having what the consumer wants”. After two years of
crafting the perfect frames Big Islands Beds is now ready to
introduce its signature designs: Asian- style platform bed and
Hawaiian Punee.
Competitive Analysis
Criteria Analysis
Big Island Beds
Wal-Mart
Koehnens
Interiors
Yamada Furniture
Promotions
None
Specials vary
None
Weekly specials and
promos.
Advertising
Limited. Only on
Craigslist.
Very popular, ads are
broad and extensive.
Large target market.
Radio Ads
Newspaper
Facebook and local
newspapers.
Website
Unclear, lacking
information &
disorganized. Nice
pictures of furniture.
General website,
untailored.
Well organized and
informative site. Great
visual aids.
No website found
Location
Farmers Market
Convenient
Older building
Consistent reports of
unattractive building.
Described as cluttered.
Furniture
Limited selection but
authentic and unique.
Only beds.
Not customized or
specialized. Extremely
general/common.
Beautiful, custom, full
bedroom sets.
Mixed reviews on price
versus quality. Full
bedroom sets.
Limited/local
Local & worldwide
Local
Limited /local
Recognition
S.W.O.T. Analysis Chart
In comparison to the
neighboring competition, it is
apparent that Big Island Beds
has less strengths and more
weaknesses. This is based
partially on the recognition of
the other companies in the
area. Wal-Mart is a well
known store and Keohnen’s
has been in the area for over
60 years. Big Island Beds will
have to expand advertising to
match the recognition of its
competitors.
10
9
8
7
6
5
4
3
2
1
0
Strength
Weak
Opport.
Threat
B.I.B.
Wal
K.M.
Y.M.
Big Island Beds
Strengths






Authentic
Unique
Customizable
Moderately Priced
Durable
Handcrafted
Weaknesses





Limited Budget
Only Sells Bed Frames
Limited Designs
Time Consuming
Limited Advertising
Opportunities
 Diverse Markets
 Possible Expansion
 Potential for product expansion
Threats
 Other stores offer full bedroom
products.
 Chain stores has more brand
recognition
 Many competitors in close
proximity
Wal-Mart
Strengths
 Well Known Chain
 Product Availability
Opportunities
 Gain Customers from name
recognition alone
 Convenient
 Established Customer Loyalty
 Market to a larger audience
Weaknesses
Threats
 Basic Furniture
 Competitors with better
 Average Quality
style/quality furniture
 Specialized furniture stores
Koehnens Furniture
Strengths
Opportunities
 Excellent website
 Broad range of services and
 Great location
 Trendy and local style
furniture
 Supplies many different
furniture brands
 Attractive furniture
furniture
 Historical local clientele
Weaknesses
 Outside appearance of store
deters customers
 Reports of bad customer
service
Threats
 Neighboring furniture stores
with similar styles
Market Situation
Objectives and Goals
 A key objective for our media strategy is to market
efficiently on a limited budget while building and
maintaining relationships that will promote customer
loyalty and retention. The target market is the Big Island
located in the Hawaii but more specifically, the city of Big
Island and surrounding cities. Vacation homebuyers and
time-share holders are a perfect market.
Marketing Objectives
 Increase consumer awareness of Big Islands Beds and
products available.
 Establish and build relationships with real estate
professionals in the area and neighboring cities.
 Build loyalty among current and new customers.
 Demonstrate advantages of our product as a smaller
company that can provide authentic, durable and unique
furniture.
Media Objectives
 Create effective Internet and out of home advertising.
 Put a heavy concentration on advertising during periods of
island vacationing with flyers in local businesses and
beaches.
 Cold calling advertising to local real estate businesses with
product presentations.
Advertising Objectives
 To reach approximately 10,000 new consumers; both island
residents, real estate agents and vacation home buyers
within this fiscal year.
 Persuade at least half of the 10,000 exposed consumers to
inquire about the products available and its features.
 Encourage brand loyalty and word of mouth advertising to
at least 15% of the 5,000 that inquire about the product.
Media Strategies
Targets
 Target Audience
 Realistically, we believe everyone at some point will be
in the market for a bed frame. We would like every
campaign to appeal to anyone looking to purchase a bed
frame. Therefore we do not want any of our advertising
to alienate any potential buyer.
 Tourist comes to Hawaii and enjoy the look of hand
crafted furniture which is what Big Island Beds provides
Targets
 Target Group
All of the groups listed below will be in the need of
durable bed frames at a economical price..
I.
II.
III.
IV.
V.
Real Estates Agents
Vacation Homebuyers
Big Island Residents
College Students
Newly Constructed Apartments and Condominiums
Media Types Selected
 Out-of-home –Big Island Beds is located in a rural community thus w
e have to use grassroots method of reaching the area. Making a
presence in the community will be a great marketing strategy.
Reaching out to islanders via flyers will be our primary tool.
 Word-of-mouth- The product “speaks for it self, therefore it can sell
itself.” We are relying on positive feedback from those who have
purchased the bed to spread the word to others which will drive
business forward.
 Internet- The internet is a great way to get BIB into the public eye on a
small budget. There are many websites that advertise specified
products, as a result people in the market for a bed will run across an
advertisement from Big Island Beds. In addition,
Media Type Not Selected
 Television- Commercials can be expensive. There are more hands on
techniques that can reach a large audience without spending any
money.
 Newspaper- As stated by our client, newspapers will not be effective
when marketing his product in local communities. The largest
newspaper in Hawaii is in Honolulu which is outside of the Big Island.
 Radio Advertisements- Both of BIB top competitors use radio as a
form of advertising. Therefore, this medium is already saturated with
furniture store ads.
Media Tactics
Media Vehicles
 Flyer
A flyer is portable, catchy and a easy to advertise in public areas. Flyers are
ideal for handing out in passing traffic and posting in local business.
Flyers are informative, and highlights product differentiation.
 EBay Buy it Now Posting and Bi-weekly Craigslist Post
Craigslist and EBay are online communities and/or marketplace
characterized by classified advertisements in a variety of sections where
people with vested interest go to buy and sell products and services.
 Facebook
Facebook will be a great way to market to college buyers. Facebook
ads appears in newsfeeds based on the search history of the user.
Media Vehicles
 Website
Revamp Big Island Beds.com. The site needs to capture the attention of
potential buyers within 3 seconds of them viewing the website. The
website will feature different styles of beds, and serve as a connection
for other bedroom accessories.
Media Schedule
May-July = Flight
This is where we intend to reach out to tourist and real estates agents.
The summer is a very busy time in Hawaii especially for tourist.
August - September = Flight
This is where we intend to reach out to college students and local
business. The start of the school is a time where many students will be
in the market for furniture.
October-December= Hiatus
Flyer distribution will be at a minimum during these months. By the
time we believe people interested in buying a bed frame will be familiar
with our company and capable of purchasing at their own convenience.
Media Schedule
 Special media research – tabonline.com (Traffic Audit Bureau) will be
used to measure out-of-home advertising success, Google Analytics will
be used to monitor website success. Buyers will also be asked to
complete a survey regarding how they discovered Big Island Beds, why
they decided to buy, etc.
 Photography – All photographs on website, flyers, etc. to be done by a
professional photographer
Media Promotions
Email – send emails to promote beds and website
Display Units – Various Farmers Markets
In addition to a campaign driven by the internet, out-of-home, and wordof-mouth advertising, certain below-the-line advertising promotion would
also be appropriate. Setting up live displays of the beds in selected
malls/stores would give potential buyers the opportunity to see these handcrafted, quality bed frames up close.
At the display units, potential buyers provide their email addresses and/or
other contact information to receive further information about the bed
frames and how to buy. Emails will be sent to promote the bed frames and
direct potential buyers to the website.
Media Promotions
 Cold Calling - Big Island Bed representatives can
enter local real estate businesses, newly
constructed apartments and condos. This would
be done with a brief synopsis of what Big Bed
offers. In addition, a media kit with the stated
information should be left with potential clients to
help aid in their decision making process.
“Get That Mattress off the Floor”
Big Islands Beds
Frames as low as $250 Customization Available
“Get That Mattress off the Floor”