Five-year marketing plan for Kwik Kova retractable vehicle cover

Five-Year Marketing Plan

Marketing Program

Product Strategy

Product Line: The Kwik Kova Retractable vehicle cover is manufactured for the purpose of protecting vehicles against the elements, insects, and visibility that could attract thieves. It comes in two basic sizes, as the cover is designed to fit most sizes.

Unique Product Quality: The product improves upon other protective devices such as portable vehicle covers and garage spaces in that it is easily installed, low cost and labor saving. The "one size fits all" quality is the result of unique design. Two standard sizes can fit cars and cycles, or trucks and boats. The product saves not only money, but also space and time.

Packaging: The product can be installed indoors or outdoors. It consists of elongated, hollow housing, an axle to rotate about the central axis, and an elongated cover. A proximal end is coupled with the axle, and has a distal end as well. The housing for the cover is a wall structure with an elongated aperture to accommodate the wall structure. The cover is allowed to extend or retract through the aperture. When retracted, the cover is wrapped around the axle.

The expansion length can be selected for the specific size of the vehicle involved.

Price Strategy

The cover is much cheaper than its competitors, in addition to advantages such as space and labor costs. It is convenient and easily installed, while being out of sight when not needed.

Place (Distribution) Strategy

The advertising strategy will work in concomitance with the distribution strategy. The schedule will begin with immediate delivery to New England, after which the Midwest region, the West Coast, the South and Southwest regions of the United States will be targeted. The schedule is set according to four weeks per region, in the order mentioned above.

Distribution will occur via the stores approached as mentioned above in the promotion strategy. Auto companies, hardware and convenience stores will be the main avenues of distribution. Other possibilities include open air markets, the Internet, and mail order brochures. Further expansion possibilities can occur to foreign markets. This can be initiated via the Internet, with overseas shipping charged from foreign customers. This will require thorough investigation in terms of product availability in foreign markets.

Organization

The marketing program is handled by the Johnson Controls Marketing Team. It is structured as follows:

Robert Johnson (Vice President & CEO)

Manager in charge of Product Manager in charge of Sales,

Planning and marketing research Advertising and Promotion

Planning, marketing and sales staff.

Robert Johnson is the Vice President of Marketing for the Kwik Kova product. The two managers under him are in charge of the two different departments that handle product planning and marketing research, and sales, advertising and promotion, respectively. These managers will in turn be in charge of the various teams that help them accomplish the goals of each respective department.

These teams will operate both separately and in concomitance with each other. Regular communication and collaboration will be necessary in order to optimize the strategic tasks of the departments.