Developing a Marketing Plan
DESIGNER DESK ACCESSORIES
INTRODUCTION
 Gloria’s Gifts is a small business specialising in office
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accessories especially for women.
We sell our small range of products via a website
www.gotgifts4you.com.au and at Craft Markets (Red
Hill, Flemington, Mornington)
All our products are hand-made and can be custom
made to your specifications.
Our range of products includes: pen and pencil
holders, mouse pads, magazine holders.
Recently we have decided to add a range of coffee
mugs to our product line.
MARKETING OBJECTIVES
To Increase Market Share
1.
1.
Gloria would like to tap into the market dominated by Kikki K and
Typo. She can increase Market Share by promoting her products
as more personalised. Gloria’s objective is “t0 increase market
share from 5% to 15% in 3 years”
To Expand Product Range
2.
1.
Gloria is adding the coffee mugs to her existing products to expand
her product range from just desk accessories. Gloria’s objective is:
“to increase her product range by adding two new products each
year”
To Maximise Customer Satisfaction
3.
1.
Gloria’s objective is: “to increase customer satisfaction and
increase repeat sales by 20% in 3 years”
MARKETING DIMENSIONS
The Target Market
Research collected over the past 12 months indicates
that the likely primary target market would be:
- Women
- Aged 25-55
- Involved in professional jobs
- Located in all areas of a city/suburbs
- Interested in innovation and creative products
- Responsible for purchasing decisions for the
business
MARKETING DIMENSIONS
The Target Market
Research collected over the past 12 months indicates
that the likely primary target market would be
influenced by:
- Psychological factors such as customer attitude and
personality. A more organised person, and one who
was interested in creating a positive image would be
more likely to purchase this product.
MARKETING DIMENSIONS
Competitors
Two key competitors have been identified:
Kikki K – a high end supplier of home, office and professional
stationery and organisation products. Their price points are quite
high, they aim for a more ‘luxury market’. This can be a disadvantage
as they wont attract someone buying office supplies for a large
business. People generally buy their products for themselves or as
gifts.
Typo – a mid-range supplier of stationery and organisation products.
Their price points are mid-range, cheaper than Kikki K but more
expensive than Big W or K-Mart. Typo are seen as specifially for a
younger market, and again won’t attract people buying lots of things
for the office.
They are both located in major shopping centres, Australia-wide.
THE MARKETING MIX - PRODUCT
 The products - coffee mugs - are made of the highest
quality ceramic material and are stain resistant. They
are dishwasher and microwave safe.
 They come with a life time guarantee against chips
and cracks.
 Your customers will be attracted by the possibility of
personalised company branding.
THE MARKETING MIX - PRODUCT
 Our coffee mugs will be sold in one standard size and
come with a plastic lid to keep the contents warm.
 They will come in a range of colours or can be
customised with a message/picture of your choice
 Our coffee mugs are dish-washer and microwave safe
 The mugs can be purchased on their own or as part
of a complete set of desk accessories.
Coffee Mugs
Marketing Mix – The Product
Gloria’s Coffee Mugs will
appear in the office
supplies aisle in stores
such as Officeworks and
Target so that customers
start to associate our
mugs with office
equipment and not
kitchen ware
Gloria’s Mugs
Better By
Design
THE MARKETING MIX - PRICE
 Our pricing objective is to be low enough to encourage
people to try us, but high enough to suggest a quality
product.
 Our pricing approach will be competition based. There is a
high degree of competition from businesses selling similar
products.
 Our prices will be as follows:
 $6.50 for a standard mug
 $15:00 for a personalised mug
 $5:00 for a standard mug if purchased as part of a
stationery pack
THE MARKETING MIX - PLACE
 To attract customers to our range we will distribute some of
our products through a producer to retailer to customer
distribution channel. This will allow us to selectively
distribute the product effectively. People who are looking
for stationery will go to Officeworks, see our range and
hopefully want to see more.
 Once our brand is established in the market we will offer
personalised products through non-store retailing,
probably online.