strategic marketing plan green mat presentation
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PPT example of a strategic marketing plan.TRANSCRIPT
GreenMatMattress Recycling Solutions
Strategic Marketing Plan Presentation
MKT640 Unit 5 IPEric Braatz
AIUDr. Frank Nolan
4/24/2011
Intro: The Problem
Over 40 million mattresses are disposed of each year in the U.S. (Professional Safety, 2007).
In Los Angeles, many of them end up on the street like this!
Mission Statement
“GreenMat is dedicated to the timely and efficient removal and recycling of unwanted
mattresses, providing the highest convenience to the customer and minimizing
environmental hazards.”
Mattresses cause significant problems in landfills. They• Take up too much space• Are poorly compactable• Do not degrade well• Create dangerous soft-
spots
There is a need for a solution to this problem on a national level (Urethanes Technology International, 2008). GreenMat can help!
This Problem is Extensive
Objectives
Initial year:• Achieve the processing of 500 mattresses per
week• Budget and revenues will be focused on
marketing and expansion• Establish 2 new processing facilities in the Los
Angeles area during the first year• Establish GreenMat as the de-facto mattress
recycling authority
GreenMat is Eco-Friendly
• Springs can be recycled as steel scrap metal
• Polyurethane can be recycled into items such as carpet-backing
• Cotton and wood can be used in recycled paper products
Customer Targets
Los Angeles County which comprises 9.7 million people and 3.4 million housing units (US Census Data, 2009)
The daily turnover rate is still over 1300 units in the county!
Estimated market purchasing power is over $14 million annualy
Organizations: Hospitals, charity and donation centers, junk-hauling companies, and mattress retailers are also viable customers
Competition
GreenMat will seek to enhance awareness about the detrimental effects of irresponsible mattress disposal
No comparable direct competitorsIndirect competitors:• Waste Management• Eco-Haul• Junk-Be-Gone The US waste management
industry has an annual revenue of around $75 billion
Service Features
The components of an average mattress or box-spring are 90% recyclable (White, 2008):• Polyurethane foam• Cotton • Steel• Wood
GreenMat will pick up your old mattress and process it at our recycling facility.
You get the convenience of quick and efficient home pickup.
Your can rest easy knowing that you’ve made a green contribution!
Core Marketing Strategy
Raise consumer awareness and education about the need for this service
Obtain the targeted market share
Not to convince people that our company is the best mattress-recycler, but to convince them that they need to start recycling their mattresses
Marketing MixCommunications & Promotion
The rationale
Television and print advertising, as well as public relations efforts
Increasing public awareness of the environmental hazards and dangers or improper mattress disposal
Television and radio ad campaign will aim to educate and raise awareness and at the same time, associate GreenMat with being the solution to this problem
Articles and editorials in newspapers, magazines, and on the web will discuss the environmental implications of this problem and address how GreenMat can provide the answer
Marketing MixCommunications & Promotion
The message
GreenMat will be positioned as the solution to this environmental and civic problem
The problem has been ignored for so long, simply because there was no good solution
We will be linked with and affiliated with mattress retailers, environmental initiatives, recycling organizations, and civic authorities through our website
Marketing MixCommunications & Promotion
Strategy to measure campaign effectiveness• Tracking studies will be used to measure the
effectiveness of the GreenMat advertising campaigns
• We can ask questions to gauge consumer awareness of the environmental problem mattresses pose in our county dumps and landfills
• The amount of business we experience should be closely related to the success of our integrated marketing communications strategy
Marketing mix: Price
Primary pricing objective will market share oriented
Market share growth and penetration will be of high importance
The mattress recycling service needs to have adequate perceived value in the eyes of the customer• The secondary pricing objective will be
market share stability
GreenMat’s service is primarily transaction-oriented, it will aspire to be a relatively fixed-cost service
Marketing MixChannels of Distribution
Distribution Channel Concerns:• Facilitation of customer contact• Mattress retrieval• Transportation to processing locations• Transportation of salvaged materials to
the appropriate recycling centers
Mid-range goal within the first few years will be to incorporate indirect channels of distribution:• Hauling or moving companies’ fleets
Mattress delivery services• Municipal resources
Marketing MixCustomer Relationship Management
Marketing and communications must be coordinated with a real and perceived reputation of simple, efficient service:• Robust network of distribution
channels• Web presence tied to a customer
database will be maintained• Analysis of customer requests, activity,
and feedback will assist in ongoing planning
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