Brighter Cleaning Company Marketing - Essay Example

Brighter Cleaning Company Marketing Plan Brighter Cleaning Company Marketing Plan Executive Summary The of my company is a Brighter Cleaning Company, which is located in the Fort Wayne. The company has 100 employees and over 10 years experience. The number of employees and experience puts the Brighter Cleaning Company in a position to handle any size of customers. Brighter Cleaning Company main focus is supplying cleaning products to the businesses around. The company offers products to the some parts of Ohio: Defiance, Bryan, Plymouth, Peru, Lima, Napoleon, Celina and Coldwater. Other areas that the company’s products have gained popularity are: Auburn, Anderson, Angola Bluffton and Fort Wayne just to name a few. The Brighter Cleaning Company offers janitorial equipment and cleaning solutions products for furniture and floors. The cleaning products and janitorial equipment help in keeping the work places clean and free from germs. The products can be categorized into three major areas: equipment, paper products and cleaning chemicals. The specific products include brooms, brushes, dustpans, chemicals, dust mops, dusters and cleaning pads. Additional products are floor and furniture care, janitorial carts, paper products, rags and wipes. The Brighter Cleaning Company also offers receptacles, personal care, trash bags, liners, recycling equipments and replacement parts. The aim of the marketing plan is to see that the market of the products increases thus increase in profit margin. An increase in profits will ensure that the shareholders’ returns increase. The marketing plan also aims to improve the return on investment of the company. The marketing plan will aim to minimize the cost that is associated with marketing while the same time ensuring efficiency. The costs to be reduced will include those that are related to lack of customers for the company’s products. Environmental Analysis Political Factors United States of America enjoys a stable political condition, thus suitable for business. Being a super power country, it also experiences a great political favor from other different countries. In return, the products manufactured in the United States of America are easy to export to other countries. The policies that control the business in the country favors young businesses and have seen them flourish. The tax laws give the young businesses a grace period to which the business can grow. The business policies in the area also promote the issuance of subsidies to the young businesses thus promoting them. The levied tariffs are also fair; therefore, the business does not struggle to pay the taxes (Kotler & Levy, 1969). Economic factors The company’s environment is characterized by an economy that has insignificant inflation rates if any compared to other parts of the country. The interest rates charged on business is a bit high compared to other areas. The monetary and fiscal policies in the area promoted the stat and progress of businesses. United States of America has a stronger currency thus enabling exportation of products to other regions at a lower cost (Sheth, 2011). Socio-cultural Factors The country is made up of a busy economy that enjoys and values a clean environment. The population, which is made up of middle class as the majority, appreciates the need for clean environments. The country’s population is majorly made by young adults who are still energetic and value clean environment. The Majority of the society members invest so much to ensure that their places of work and homes are clean. The population use of disinfectants to clean their surrounding and hands has grown to be a common trend. The country’s population is ready to try new products in the market. The customer’s usage of products depends on the quality of the product as opposed to quantity. The population is also fond of using gadgets and often online in the social media (Sheth, 2011). Technological factors The country has a great technological invention and innovation that is appreciated by the majority of the citizens. The innovation and invention have made it easier for products to be advertised and sold online. The development in technology also has made it easier to reach a large group of people at every given time. The social media platform is often used by business as a site for communication with the customers. The complaints and compliments in relation to the products and services can therefore be submitted through social media. The technological factors have seen to it that the production process become cost effective and efficient. The development in technology has led to existence of efficient and effective machines thus reducing the production cost (Sheth, 2011). Legal Factors The country laws normally pass through a vigorous process to be implemented. The formulation and implementation of the laws are normally characterized by stakeholder participation. The laws that are formulated and implemented normally take into consideration the inputs of the stakeholders. The consumer laws in the country are strict and encourage certification of the products before they get into the market (Sheth, 2011). Competitive Factors United States of America is located among the top countries in the international market. Several cleaning companies are already in the market and the competition is stiff. The consumers in the market tend to prefer trying new products hoping that they will be more efficient. Preference and taste among the customers has, therefore, enabled the market to be able to accommodate additional companies (Sheth, 2011). Primary and Secondary Target Markets Brighter Cleaning Company targets young and old adults of age 18 years and above. The target population of the Brighter Cleaning Company is the working class with no specification of income. Since there are varying products and varies prices, the company targets low, middle and high income earners. The products even though, focuses on the cleaning of the offices, it can be used in households too. The company’s headquarter ZIP code is 46805 but the market goes beyond the area covered (Shocker, Bayus & Kim, 2004). The current users of the product are those residing or working in Ohio and Fort Wayne. The company has consumers in most of the towns and cities in Indiana, United States of America. The non- buyers also exist as it is normal to any market. The non buyers’ reasons may be due to preference and taste or lack of awareness of the existence. The market is also filled with several suppliers of the same products so the reason of potential customers not buying may be due to competition (Shocker, Bayus & Kim, 2004). The buyers of the products respond to the ads as they are ready to try the new products in the market. The potential buyers do not give loyalty to any of the products or companies and therefore always there to grab. The potential buyers being available in the market have ensured that the market becomes more competitive. The effectiveness and efficiency of the products are the determinant of the customers’ preference on particular products (Shocker, Bayus & Kim, 2004). The buyers prefer channels that place them in close link to the producer of the products. The customers even though prefer effectiveness they also value efficiency. Price is a major player when it comes to the customers’ preference. Most customers will therefore prefer shorter channels since that translates to cheaper prices (Shocker, Bayus & Kim, 2004). The current customers of the company’s products are approximately above 20,000. The current customers are those that have been buying the products of the company often. They are those people who buy or use the products of the company in one way or another. They are found in most of the office in Indiana, U.S. A. The non users of the company’s product are the majority in the market. They are those who don’t buy the products offered by in the market. They neither buy nor use the company products. The ideal customers are those individuals that buy the products of the company frequently (Shocker, Bayus & Kim, 2004). Cluster Analysis Size of customers 86 (43%) 62 (31%) 52 (26%) Inputs Demographics (4.6) Psychographic (3.8) Buyer Behavior (2.2) Psychographic (2.9) Buyer Behavior (3.6) Demographic (3.7) Buyer Behavior (2.5) Demographic (2.6) Psychographic (4.1) The majority of the buyers are determined by their demographics; the closer they are to a product the easier they buy it. It, therefore, means that the accessibility of a product is of much importance among customers. The second thing that determines the number of customers most is the psychographic of the customers. Psychographic factors include the attitude of the customers and competition that is experienced in the market. Buyer behavior is the third most important determinant of the number of customers to the product. The behaviors of buyers include their reaction to lower prices and quantity of the products. Branding Strategy Tee brand strategy will involve engaging with the customers in a unique way through the marketing channels like social media. The strategy will focus on guiding the potential customers to buy the products instead of reacting to their needs. It will establish an identity to the product that the customers can easily relate with. The brand name of the product will be Brighter Brightens and after maturity, it can be modified to Double B. The products will be branded as a product of lifetime to inspire people. Its slogan will be Away from Dirt, Away from Germs. The logo to be used will be in form five stars of different sizes. The brand extension in this case will be that the branding image will be used in a different category of products. That is, the image used for products like brushes will also be used for cleansing chemicals. The products will go through continuous innovation at the appropriate time to ensure perfect execution. The brand will conduct corporate social responsibility annually as a means of giving back to the community. The company’s corporate social responsibility projects will focus on environmental sustainability. The legacy of Brighter Cleaning Company will be based on it cleaning products that they provide to the customers (Kotler & Levy, 1969). Performance Analysis The performance analysis will be conducted through data collection, transformation and visualization. The data will be collected in relation to those who visit the website and tracking downloads of the website contents. Data will also be collected in relation to the increase in market share and the adoption rate of the new products. The data collected will be transformed in an understandable manner and then presented for visualization (Myers, 1976). The quantitative objectives for the performance analysis will be to: (i) determine the number of people that visit the website at a given time; (ii) identify the number of downloads made from the company’s website; (iii) investigate the amount of market share that has increased or decreased; and (iv) determine the number of potential customers that buy an introduced product at any given time (Myers, 1976). The qualitative objective of the performance analysis will be to: (i) determine the type of people that visit the website (potential customers or mere visitors); (ii) identifies the type of downloads that are made from the company’s website; (iii) determine the products that have led to the increase in the market share; and (iv) investigate the factors that affect the adoption rates of the introduced products (Myers, 1976). SWOT and Need Analysis SWOT Analysis The strengths of the Brighter Cleaning Company are; it has a variety of products both in quantity and quality. The products are of varied prices and therefore meet the needs of different social classes. The weaknesses of the company include; the company has limited funds and infrastructures. The company also relies on external entities for transportation of its products. The opportunities of the company are; the market is not yet saturated and the potential customers are ready to try new products. The market for the cleaning products is also still big with large parts of America not yet covered. Another opportunity is the use of social media platforms for marketing of the company’s products. The threats to the company include the stiff competition in the market that is caused by existence of several companies selling the same product (Kotler & Levy, 1969). Need Analysis The company has a wide variety of products and services and therefore need its own means of transportation. The company needs to ensure that there are effective marketing methods that will see it gain market advantage over the competitors. It aims to utilize fully the social media with an aim of maximizing the customers. The aim of the company is to ensure that its products are of quality with greater effectiveness and efficiency. The company also aims to adhere to the consumer laws and policies to ensure that there is no conflict (Kotler & Levy, 1969). References Kotler, P. & Levy, S. J. (1969). Broadening the Concept of Marketing. Journal of Marketing, 33(1), 10- 15. Myers, J. H. (1976). Benefit structure analysis: A new tool for product planning. Journal of Marketing, 40(4), 23- 32. Sheth, J. N. (2011). Impact of Merging Markets on Marketing: Rethinking Existing Perspectives and Practices. Journal of Marketing, 75(4), 166-182. Shocker, A. D., Bayus, B. L. & Kim, N. (2004). Product Complements and Substitutes in the Real World: Relevance of “Other Products”. Journal of Marketing, 68(1), 28- 40. Read More