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GH Introduction Marketing Plan

GH Introduction Marketing Plan. Agenda. Implementation. Introduction. Market Analysis. Strategic Expansion. 08. 03. 05. 07. 02. 04. 06. 01. Summary. Accelerate. Deliver. External/Internal Analysis. Introduction. Introduction. Develop market share within Ontario & Quebec.

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GH Introduction Marketing Plan

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  1. GH Introduction Marketing Plan

  2. Agenda Implementation Introduction Market Analysis Strategic Expansion 08 03 05 07 02 04 06 01 Summary Accelerate Deliver External/Internal Analysis

  3. Introduction

  4. Introduction Develop market share within Ontario & Quebec. 5 year plan to gain $1.5M in component sales 3 technical sales professionals, 4 territory sales professionals & 20+ supporting team members Strategic sales and marketing deployment

  5. Review of > 2018 Using Competitors Components What’s Working What’s Not Working Experience - Knowledge - Customer Accounts Price - Focus - Delivery

  6. External/Internal Analysis

  7. Overhead Crane External Analysis Market Size - Ontario $200M Addressable Market - Ontario $100M Market Size – Quebec $75M Addressable Market - Quebec $35M

  8. ExternalAnalysis Consumers (end users) Target Audience (personas) Competitors Focused sales / support teams - Significant sales / marketing budgets - Exclusivity Ultimately not brand loyal - Reliability is second only to price - Delivery and support are critical to purchase decision Maintenance Department - Plant Manager - Owner - Government - Contractors

  9. Quebec & Ontario Value Map $11,320.00 $11,500.00 $11,100.00 $11,500.00 $10,500.00 $12,150.00 Munck GH $10,500.00 Stahl Street CM Konecranes R&M Demag Kuli $10,000.00 $12,500.00 Price

  10. Quebec & Ontario Value Map Munck CM Stahl Kuli R&M Konecranes Street GH Demag Value

  11. Market Analysis

  12. Value Proposition What makes GH stand out? Price competitive Multiple features Stocking dealer Reliability and quality Global reputation Product range

  13. Research Bench mark for success. Market size Customer list Competitor research VOC insight plan

  14. JourneyMap Research Need Recognition Evaluation / Decision Delivery / Install 08 03 05 07 02 04 06 01 Specification Support Purchase / Order Educate on Need

  15. Key Takeaways Strong knowledge of the industry Make GH the obvious choice In depth insight of customers

  16. Marketing & Sales Plan

  17. Accelerate Deliver Strategic Expansion Strategic expansion of channel and industry / association representation. Accelerate growth through digital, influential asset creation, and education. Deliver an industry leading experience through digital, expertise, and training.

  18. Accelerate

  19. Accelerate Accelerate growth through digital, influential asset creation, and education. Digital: $15,000.00 Website, Google Ads & social media Email: $500.00 Announcement & segmented campaigns Messaging: $45.00 On-hold message & customer portal Literature: $1,455.00 GH packages, catalogues, spec sheets & decals

  20. Strategic Expansion

  21. Strategic Expansion Strategic expansion of channel and industry / association representation. Trade shows: $4,500.00 CMTS show Advertisements: $3,000.00 Industry magazines Association representation: $2,000.00 CMAA, HHCA & TCA

  22. Deliver

  23. Deliver Deliver an industry leading experience through digital, expertise, and training. G10: $2,000.00 Product additions Training: $1,000.00 Sales reps & techs Website: $5,000.00 Advanced website rebuild Literature: $16,000.00 Resource guide revitalization

  24. Implementation

  25. Budget Accelerate Expense: $17,000.00 Strategic Expansion Expense: $50,500 $9,500.00 Deliver Expense: $24,000.00 $50,500.00 Which will lead to… Market Share of 1.5% $1.5M in component sales Increased brand awareness Increased sales in other categories

  26. Project Status 6 Months Official Launch CMTS Show, Projects, Videos, Trade Show Booth, Literature & Associations 12 + Months Website Redesign & Resource Guide START Within 3 Months 9 Months Training, Initial Website Updates, Social Media, Decal, Customer Portal, On-Hold Message & G10 Updates Refresh On-Hold Message, Refresh Customer Portal, Product Comparison & Magazine Advertisements

  27. Marketing Budget GH Marketing Contribution Ask Total GH Marketing Budget $50,500.00 $20,975.00 Digital $5,750.00 Email $250.00 Literature $8,725.00 Trade shows $2,250.00 Advertisements $1,500.00 Website $2,500.00 GH to send representative to train sales and technical staff. Digital $15,000.00 Email $500.00 Messaging $45.00 Literature $17,455.00 Trade shows $4,500.00 Advertisements $3,000.00 Association representation $2,000.00 G10 $2,000.00 Training $1,000.00 Website $5,000.00

  28. Questions? Deliver Accelerate Strategic Expansion

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