Marketing Plan》》 Eliot Rin Sam

Marty Angel

HCHappy Cleaning

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Description and our ownership

Assessment of our business environment

Marketing plan

Summary

Target MarketProduct CharacteristicsPricing Distribution Promotion

We decided use Partnership as our ownership.

Our products are mainly focus on household cleaning products. Our mission is to help customers solve the cleaning problems by using our well-designed products.

We will strive to achieve this goal by:

Finding out the cleaning problems existing in our daily life by several investigations way and try our best to design a new product to fix them.

Description and our ownership

Why we chose partnership?

1 More sources of capital and credit.

2 Great possibility for good management.

3 Lower risk than other forms of businesses.

Reasons of Choosing Partnership

1 Chinese Environment

2 Industry Environment

3 Customer's Need

The Assessment of Business Environment

Chinese Environment

1. Chinese Family development report in 2014

2. Chinese cleaning tool's need

3. Chinese cleaning equipments' development

《中国家庭发展报告 2014》 【中国平均每户 3.02人】卫计委今日发布《中国家庭发展报告 2014》：我国家庭数量居世界之首，有约家庭户4.3亿户，占世界家庭户总数约 1/5。家庭规模日益小型化。在 1950年代前，家庭户平均人数基本保持在 5.3人水平； 1990年缩减到 4.0人， 2010年缩减到 3.1人， 2012年进一步缩小为 3.02人

There's a potential for us to develop a cleaning tool that can satisfy a small family living in a limited space.

Chinese Family Development Report in 2014

4.3 hundred million chinese

families

Rural areas are developing very quic

kly

Several billion was consumed every year in c

hina

We can draw a conclusion that people now are more and more favorable to houses that are smaller that before, which is related to the number of the family and people's different opinion about buying houses.The consuming construction changed, and keeps chaging now, also did their acquirements of tools and equipments they need to use every day.

Industry Enviorment

• 1. popular brand• 2. problems

SAGA

Problems

• 1. similar design• 2. low brand awareness• 3. being crushed by smart tools and fashion tools

Customer's Need• We did a research and recieved 149 o

f it.

选项 小计 比例在职人员 14 9.4%

退休人士 3 2.01%

家庭主妇 3 2.01%

在校学生 129 86.58%

本题有效填写人次 149

选项 小计 比例从不 15 10.07%

一月一次 28 18.79%

半个月一次 15 10.07%

一周一次 42 28.19%

两三天一次 35 23.49%

每天一次 14 9.4%

本题有效填写人次 149

How often do u clean your house or dorm?

From the table, we can find out that most of people concerned more about quality and price, so our product must be in good quality and we should set a reasonable price.

选项 小计 比例1-3 75 50.34%

4-6 60 40.27%

6 以上 14 9.4%

本题有效填写人次 149

Then, we found that most of the people owed 1-6 tools to do cleaning. And we can think about is there too much tools to spend their spaces?

How many cleaning tools do u have?

选项 小计 比例需要频繁更换 40 26.85%

工具占据空间大 67 44.97%无法清除死角以及高处 134 89.93%

其它 5 3.36%

本题有效填写人次 149

When doing the question about what troubles you most during cleaning, nearly 90%chose the third one.Showing that the cleaning tools in the market now are not satisfied enough.

What troubles u most when cleaning?

The table shows that most people woud like to have a cleaning tool that can be easy to handle and the design should be humanistic enough, most importantly, it must be used flexibly.

Do you think cleaning tools nowadays need to be improved?

97.99%

如果市场上出现功能丰富，配套齐全的清洁用具，你会选择尝试吗

小计 比例

会 144

96.64%

不会 5 3.36%您愿意尝试家居清洁工具的个人定制

款吗小计 比例

是 102

68.46%

不是 47 31.54%

From the two results,it seems that people are very eager to have a new product that can help them to solve cleaning problems.

您希望定制的清洁工具具有以下哪几种常见工具的功能

小计 比例

扫帚 109 73.15%

拖把 106 71.14%

玻璃擦 106 71.14%

撑衣杆 76 51.01%

鸡毛掸子 45 30.2%

天花板扫 88 59.06%

其它 4 2.68%

From the result, we can see that our product fits in people's need in designing.

您希望通过什么渠道购买此类产

品小计 比例

电商 76 51.01%超市 111 74.5%专卖店 42 28.19%厂家直销 47 31.54%其它 3 2.01%

您能够接受哪个价位

小计 比例

50 以下 74 49.66%50-100 53 35.57%101-150 13 8.72%150-200 7 4.7%200 以上 2 1.34%

Basically, our price can satisfie people's need as we use different materials from traditional cleaning tools,so that we can have different prices aimed at different sets of products.

Marketing Plan

P DPT

Target Market

Pricing Distribution

Product Characteristics

PPromotion

Housewife(30-50yrs old)

The university students(18-25yrs old)

Cleaner/ Cleaning Company

The reason is: they have to clean their residence or use the cleaning tools

more frequently than the others.

Target Market

BACK

Product Characteristics

We are going to push out a new product—

a multifunctional cleaning tool.

Its unique design—changeable “head”,

can help more people who are tired of

cleaning the house.

We are confident of our product because

it is worthwhile to own one.

BACK

Different parts of HC

Product Characteristics

BACK

Hanger lifterextendable & retractable

Feather duster

Broom

Mop

Glass cleaner

BACK

Selling points•Well qualited•Long service life•Humanization Design

Pricing

We set our product price on 188yuan.(The whole set of product)

At the first period(Introduction), we will use the Odd Pricing Strategy to attract more buyers. As you can see 188 is a lucky number and it is priced 188 yuan instead of 200yuan, so the buyer would think of the price in the range of 100yuan.

When the period matured(Maturity), we will adopt the Prestige Strategy. We will set the price on 200yuan for our product is durable and it was combined with several cleaning tools, so the price is acceptable . Sometimes we may give some coupons or premiums to gratitude our customers.

BACK

Channels of Distribution

Cleaning tool is one of daily supplies. Supermarkets and stores are the best ways to sell such goods.From the statistics, most people choose to buy cleaning tools from supermarkets. That's why we chose retailer as our major distribution.

Retailer

0

20

40

60

80

100

120

电商 超市 专卖店 厂家直销 其他

人数

Channels people hope to buy the product

Also, we find that many people are now fond of shopping online, so we decided to sell our product online, too.And online selling can cut down a lof of costs which is good for us as a beginer.

BACK

Advertising

News Paper Flyer

After our product gets a certain profit...

Television OutdoorBillboard

Start from local areasLow in costPrepared within minimumtime

Sent our prospects like housewifes and cleaners

With cathy ad words and colorful pictures

BACK

Promotion

PersonalSelling

Discount Soft ad

Point-of-saledisplays

To some cleaningcompanys and family

In some supermarkets

Buying the whole package is much cheaper and buying a single piece

In some specialist magazines

BACK

Summary

Our company is partnership and main product is a whole set of 4 kinds of usual cleaning tools .The target market is those who need to use cleaning tool frequently, such as college student and housewife. The advantages of our product are obviously:they can solve the existing troubles that harassing us to do cleaning. The disadvantage is high-price and Strong competitorsIn views of this, we will adopt some discounts, coupons and premiums to compete with the others. We hope everyone who use our product can have HC (Happy Cleaning)experience.That's our goal.

Thanks