Five-Year Marketing Plan Marketing Program

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.

Promotion Strategy

The promotion strategy will be handled by a professional marketing team devoted solely to marketing the Kwik Kova product. The product is new and innovative and therefore needs a team of professionals such as can be provided by Johnson Controls. The team will need to devote all of their efforts towards marketing this singular product.

The marketing team will be led by Robert Johnson, who will act as Vice President. Mr. Johnson's subordinates will be two managers for Product Planning and Marketing Research, and Sales, advertising, and promotion. The former Department will investigate the product's competitors and strategies used by similar companies in order to improve the Kwik Kova product, and also to invent improvements to the current product, and future products. The latter will investigate the sales figures, and implement strategies in response. This team will merge with Johnson Controls' existing marketing operations. For the first six months, Kwik Kova will receive special attention from sales representatives.

Specifically, promotion will mainly occur through trade show exhibitions. For this, vehicle sales companies will be contacted for joint promotional efforts. The Kwik Kova product can then be used in concomitance with car demonstrations in order to indicate the versatility of the product. Car sales can also be coupled with special discounts and gift certificates relating to the Kwik Kova product.

Related stores such as hardware or convenience stores can also be used for exhibition purposes. Here also, related products such as car shampoo and polish, can be used in order to offer discounts to customers. Discounts and specials can also be offered in a time- and quantity-related manner, with customers buying more than one cover receiving a related product free.

Kwik Kova will also be promoted via television, magazine, and internet advertising. Major auto companies will be approached in order to optimally exhibit the advantages of the product.

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.