Nescafe Marketing Plan

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  • Topic: Marketing, Tabriz, Persian carpet
  • Pages : 6 (503 words )
  • Download(s) : 200
  • Published : December 5, 2012
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Persian Carpet Exhibition Marketing Proposal

Objective (s)
Objectives Problems Situation Analysis



Corporate:


To increase sales and market share by expanding into consumer segments with high sales potential. Use a mix of promotional tools to target new and existing market segments. To adopt a branding strategy so as to appeal to new consumer segments.

Marketing:


Alternatives Recommendation Implementation



Problem (s)
Objectives Problems Situation Analysis Alternatives Recommendation Implementation  

Corporate:


How do we increase consumer awareness of PCE’s product range to new consumer segments without alienating our existing customer base? No clear marketing strategy. No promotional mix use.

Marketing:
 

Situation Analysis

Situation Analysis
Objectives Problems Situation Analysis




Company Brief
 

Alternatives


Recommendation Implementation


Successful family run business Kuwait's market leader in authentic Persian Carpets Promising antique division which is overshadowed by the Persian Carpets Landmark location in the beginning of the Salmiya Souk Own the world’s largest oval carpet

Situation Analysis
Objectives Problems Situation Analysis Alternatives Recommendation Implementation 

Customer Demographics
 

Royalty & Upper income level Declining in numbers as they age

Situation Analysis
Objectives Problems Situation Analysis Alternatives Recommendation Implementation      



Consumer Behavior


Looking for unique pieces & collector items Knowledgeable Keeping up with the neighbors Respond to personal invitations Cultural attachment to products Following luxury trends Respond to private (unannounced) discounts

Situation Analysis
Objectives Problems Situation Analysis Alternatives Recommendation Implementation 

Products  Carpets and Antiques  Luxury Items with high price tags  Large display spaces  Historically significant  Requires high involvement from the salesperson  Allows for price skimming (charge as much as a person is willing to pay)

Situation Analysis
Objectives Problems Situation Analysis Alternatives Recommendation 



Direct Competitors


Every company that sells Persian Carpets and antiques  Persian Carpet House  Iranian Carpets (Duwaliya Center)  Exhibition & Private Sale Organizers  ## Other Persian Carpet dealers shops ## Antique Dealers

Implementation

Situation Analysis
Objectives Problems Situation Analysis Alternatives Recommendation Implementation 

Indirect Competitors



All middle & low end carpet dealers Furniture stores

Alternative Strategies

Branding
Objectives Problems
 

Situation Analysis


Alternatives Recommendation Implementation

Status Quo  Leave branding as it is and expand in the new Tilal location Re-brand the current and the new locations Create a new brand focused on a younger market segment while making minor alterations to the existing brand

Marketing Strategies
Objectives Problems Situation Analysis Alternatives Recommendation Implementation  

Mass Marketing
  

Niche Marketing
    

Newspapers Flyers Brochures


  

Telemarketing SMS E-mails Luxury magazines Greeting cards Exhibitions & Events Charity organizing & Corporate social responsibility Sponsorship Gift items

Recommendation

Recommendation
Objectives Problems Situation Analysis Alternatives Recommendation Implementation 

Branding  Dual Branding Strategy
 

Target new consumer segment Maintain current customer base



Niche marketing strategy

Unique Selling Position
Objectives Problems
 

Current: Persian Carpet Destination Future:  Luxury Lifestyle Destination 

Situation Analysis Alternatives Recommendation Implementation

Consumer Perception


Current 1. ## 2. ## 3. ##
Future:
1. 2. 3.



# # #

Implementation

Media Blocking Chart
Season...
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