Marketing Plan

1. Marketing Plan Fresh Alert Product: air freshener inside of a fire alarm

2. Market Targets • for fire alarms • for carbon monoxide detectors • for security systems • for air fresheners • Contractors and End Users

3. Growth Targets • Target market takeover would be 15% on only fire alarms • Target market size for fire alarms and carbon monoxide would be 20% of market • Target market size for all 3 systems would be 30%

4. Threats of Competitors • No other company produces an air freshener in combination with smoke alarm, security system, or carbon monoxide detector • Possible competitors • Fire alarm producers • Carbon monoxide producers • Security system producers • Air freshener producers

5. Quantified, Quantifiable, Profitable • The two major brands, glade and renuzit, are both owned by conglomerates • One is a publicly traded German company Henkle and one is a private company SC Johnson • Both have been in business for several years offering a variety of products making the home cleaning product market very profitable

6. Internal Strengths and Weaknesses • Strengths • Production development • Market ability • Quick distribution capability • Weaknesses • New business • High research and development costs • Capturing of market shares in a mature market

7. Product Life Cycle • Product life cycle • Market introduction • Market growth • Market maturity • Sales decline

8. Market Introduction • Customers not familiar with new product • Sales low • Use informative promotion • Tell customers about product • Introduce advantages of our product • Company will see loss during intro. due to • Cost for promotion • Product development • Place development

9. Market Growth • Stage for biggest profits • Rapid sales • Wide marketing mix • Competition will enter • We will continue growing product and increasing benefits

10. Market Maturity • Sales level off • Competition begin creating variations • Profits will decline through this stage due to • Rising promotion costs • Competitors cutting their prices • Persuasive very important at this time • Competitors products becoming so similar to ours • Price sensitivity due to this

11. Sales Decline • New products introduced to replace old • Strong product to create profits until the end • Successfully differentiating our product • Customer loyalty

12. Forecast • New home construction from 2000-2004 is 25,188 • House formation going to rise at an average of 1% per year to reach 384,000 households in 2010 • 485 single family housing constructions permits given in 2005 • 11 multi-family new construction permits given in 2005

13. # of local builders • Classic Design Homes • Cougar Construction • Dan Fluery Construction • Dan Lowe Construction • Kw Signature Homes • McDadden Construction • Skyline Builders Montana • Wells Built Homes

14. Segment Strategy • Homogeneous- target customers should be as similar as possible (all are homeowners, renters, etc.) • Heterogeneous- customer in different segments should be as different as possible with respect to their likely responses (wide variety of people, backgrounds, income, etc.) • Substantial- Segment should be big enough to be profitable • Operational- segmenting dimension should be useful for identifying customers and deciding marketing mix variables

15. DimensionsBehavioral • Needs- economical, functional • Benefits Sought- Continence for homeowners • Brand Familiarity- recognition- this is an advantage because there are many room deodorizers in the market • Thoughts- • Favorable- length of time between replacements, possible remote adjuster to control amount of scent release • Unfavorable- difficulties switching cartridges, regulating strength of smell

16. DimensionsBehavioral • Rate of use- heavy because it is always on • Purchase relationship- intermittent due to time between replacement cartridges • Kind of shopping- new unsought products • Type- or problem solving- limited problem solving • Information required- medium due to new product

17. DimensionsGeographic • Region of world- North America • Region In country- Pacific, Mountain, West North Central, West South Central East, North Central, East South Central, South Atlantic, Middle Atlantic, New England • Size of City- any size, all consumers

18. DimensionsDemographic • Income- any income, all consumers • Sex- Sex neutral • Age- 18 and up • Family Size- any size of family • Family Life Cycle- any family life cycle • Occupation- No occupation preference; all renters, homeowners, emphasis on housewives • Ethnicity- no ethnical boundaries • Social Class- any and all social classes

19. Decision Making Process • Identify the problem- Consumers needs are to protect home while giving home a refreshing scent • Gather Information- Consumers will gather information through yellow pages, internet, newspaper, home magazines • Evaluate Alternatives- • Smoke detector only – low costs • Air freshener only- low cost • Smoke detector & air freshener- intermediate costs • Make Decision- Consumers will choose combo because they get more for their money • Evaluate Decision- Consumer will be satisfied because product gives them sense of safety and freshens home

20. Means End Chain • Product • Smoke detector/air freshener • Attributes • Two in one system provides convenience, safety and comfort within a reasonable price • Consequences • Physical- safety device, refreshining odor • Psychological- comfort of working safety device, convenience in two of two in one device • Value • Reasonable price, convenience, safety

21. Perceptual Map Luxury Priced Economically Priced

22. Promotion Objectives-Inform • Attention • Strategy- Newspaper advertising, internet advertising, yellow page advertising, home magazine advertising • Information • Strategy- Convenience, word of mouth, sponsorship if demonstrations • Desire • Strategy- Coupons, rebates, warranties • Action • Strategy- Inform customer of additional products, Inform customer of changes in product

23. Place Objectives • How to manage channel relationships • Producers (ourselves) will lead our channel • We will also have a channel captain to take care of any and all conflict that may get in the way • Customer Service level desired • Inventory Level- level to meet sales + 10% • Transportation Arrangements- will ship directly from our warehouse to customer • Facilities needed- Factory, warehouse, office space • Information technology needed- need to know and keep up with the safest detection ways possible and ways to keep freshener quiet and leaving a continuous smell

24. Place Objectives-Medium Care • Channel Systems • Will be sold using multi-channel distribution to customers (builders, consumers, etc.) in order to get our product out there and being used. • Degrees of market exposure desired • Intensive distribution • Types of middlemen needed • Retail store, building contractors, home cleaning services

25. Price Objectives-Sales • Current “hardwired” smoke detectors run from $15-$130 • Automatic air fresheners can be purchased for $10-$20 • Objectives: A sales oriented approach focused on unit sales growth • Competition: Although there are no current competitors, success of our product would spurn rapid copying and we could not match the resources of big name brands. Fire alarm companies and Fragrance manufactures could form alliances.

26. Brand Positioning Statement • “Fresh Alert” produces specialized room deodorizers installed inside smoke detectors, fire detectors, and carbon monoxide detectors. We protect your home while delivering a refreshing scent that is easy and convenient to maintain at a very economic price.

27. Resources • http://factfinder.census.gov/servlet • http://housing.state.mt • http://www.hbabillings.net/permits/permit_results • http://hbabillings.net/pdf/06participatingbuilders.pdf • https://secure.spectronics.com