Marketing & Sales Management | Simmons Home & Away Bidet

CONTENTS HOME Overview Executive Summary Market Analysis Company Description Organization & Management Marketing & Sales Management Product Line Funding Request Costs: Roll-Out & The Critical Path Income: Roll-Out & The Critical Path Norman G. Simmons' Resume Product Photos Product Component Parts Key Contacts Competitors & Product Exhibits "What Is A Bidet? "Bidet" Wikopedia		MARKETING AND SALES MANAGEMENT
	Marketing Strategy Market Penetration Strategy The company intends to create product awareness and demand through several communication and advertising channels. The main channels will be an Internet-based campaign, together with a two-minute infomercial, TV spots and niche marketing print media. For its Internet-based campaign, the Company will focus on pay-per-click advertising through several search engines, including Google, Yahoo! and MSN. In order to make the campaign effective, keywords will be selected that link the products to the benefits they provide. Targeted keywords will be used, which will improve the quality of the traffic visiting the company's website and will also reduce the cost of the campaign, as specific keywords tend to cost less than more broad keywords. The landing pages on the website will match the keywords that potential customers used in their search terms. This will make the website more personally relevant to the potential customer, enhancing the likelihood of converting the site visit to a sale. The remainder of the market penetration strategy will exploit the products' mass appeal. The two minute TV spot will appeal broadly to most of the various niche markets which would benefit from use of the products. Print ads will be placed in newspapers and magazines. The ads will highlight the benefits most sought by each target market, and will direct potential customers to the website and invite them to call on its 800 number. The second element of the Market Penetration Strategy is to get people to try the product. In order to achieve this, a free trial period may be offered through all channels of communication. Customers will have the chance to try the product for free for 30 days before their credit cards are charged. The company believes that customer satisfaction will be high, so returns will be kept to a minimum. Once customers try the product, they will not want to return it. Growing Business The company is a start-up with a tremendous up-side growth potential. The company has decided to target very specific niche markets, but the target markets could expand to just about everyone who uses a toilet. The company will add a second generation product, which has already been designed and tested. This will ensure that the company's product mix does not stall after introducing its first three products. Channels of Distribution Strategy The company will initially seek to distribute its products through its own website, on TV and with specialized print media. There are two reasons for doing this. First, the company wants to retain control of the sales channel. Because the company is a start-up, potential distributors would have all of the bargaining leverage when coming to a distribution agreement. Secondly, TV infomercial and E-commerce are the perfect media to sell the products because of real product benefit and price points. Communication Strategy Because the company's products are aimed at several niche markets, there is a risk of confusing the different customers being targeted. The communication strategy must therefore be kept as simple as possible. “The Ultimate in Personal Cleansing” is a slogan that all users can relate to. This message will be consistent at all customer touch points: website, print advertising, telemarketing and all product literature. Message consistency will ensure that potential customers recognize the products and the company, even if they come across a product that wasn't made specifically for their needs. Communication with customers will be done primarily through the company's website. The website will contain sections relevant to the selected niche markets: hemorrhoids, obese, gay, diseased, and women, etc. The different sections will be made personally relevant to the visitors by addressing their specific concerns and providing information as to how the products will address those concerns. The individual sections will also serve as landing pages, as mentioned in the Market Penetration Strategy section. This will ensure that visitors to the website immediately realize what the Simmons’ products can do for them, instead of having to navigate through the site to find out. Sales Strategy Pricing strategy The pricing strategy will be to price the products at a very competitive price, generally below the price of competitors. Stand alone bidets begin at $350, ranging all the way up to $5,000. The company will price its products at three price points: Home & Away Bidet at $89.90, Butty System at $59.90 and For Ladies Only at $39.90. The objective of the pricing strategy is to be competitive with existing products, while still being affordable enough to be installed in just about every bathroom. Sales force strategy The main selling effort will be done through the company's website, and by TV spots and 2 minute infomercials. A sales force will not be necessary. When the company has established itself in the marketplace, a sales force will be hired to attend to other channels of distribution (eg health stores, pharmacies, etc). First we say: “*Not Available in Stores” - then, later on we say “As seen on TV*”.

CONTENTS

MARKETING AND SALES MANAGEMENT

Marketing Strategy

Market Penetration Strategy

The company intends to create product awareness and demand through several communication and advertising channels. The main channels will be an Internet-based campaign, together with a two-minute infomercial, TV spots and niche marketing print media.

For its Internet-based campaign, the Company will focus on pay-per-click advertising through several search engines, including Google, Yahoo! and MSN. In order to make the campaign effective, keywords will be selected that link the products to the benefits they provide. Targeted keywords will be used, which will improve the quality of the traffic visiting the company's website and will also reduce the cost of the campaign, as specific keywords tend to cost less than more broad keywords. The landing pages on the website will match the keywords that potential customers used in their search terms. This will make the website more personally relevant to the potential customer, enhancing the likelihood of converting the site visit to a sale.

The remainder of the market penetration strategy will exploit the products' mass appeal. The two minute TV spot will appeal broadly to most of the various niche markets which would benefit from use of the products. Print ads will be placed in newspapers and magazines. The ads will highlight the benefits most sought by each target market, and will direct potential customers to the website and invite them to call on its 800 number.

The second element of the Market Penetration Strategy is to get people to try the product. In order to achieve this, a free trial period may be offered through all channels of communication. Customers will have the chance to try the product for free for 30 days before their credit cards are charged. The company believes that customer satisfaction will be high, so returns will be kept to a minimum. Once customers try the product, they will not want to return it.

Growing Business

The company is a start-up with a tremendous up-side growth potential. The company has decided to target very specific niche markets, but the target markets could expand to just about everyone who uses a toilet. The company will add a second generation product, which has already been designed and tested. This will ensure that the company's product mix does not stall after introducing its first three products.

Channels of Distribution Strategy

The company will initially seek to distribute its products through its own website, on TV and with specialized print media. There are two reasons for doing this.

First, the company wants to retain control of the sales channel. Because the company is a start-up, potential distributors would have all of the bargaining leverage when coming to a distribution agreement.

Secondly, TV infomercial and E-commerce are the perfect media to sell the products because of real product benefit and price points.

Communication Strategy

Because the company's products are aimed at several niche markets, there is a risk of confusing the different customers being targeted. The communication strategy must therefore be kept as simple as possible. “The Ultimate in Personal Cleansing” is a slogan that all users can relate to. This message will be consistent at all customer touch points: website, print advertising, telemarketing and all product literature. Message consistency will ensure that potential customers recognize the products and the company, even if they come across a product that wasn't made specifically for their needs.

Communication with customers will be done primarily through the company's website. The website will contain sections relevant to the selected niche markets: hemorrhoids, obese, gay, diseased, and women, etc. The different sections will be made personally relevant to the visitors by addressing their specific concerns and providing information as to how the products will address those concerns. The individual sections will also serve as landing pages, as mentioned in the Market Penetration Strategy section. This will ensure that visitors to the website immediately realize what the Simmons’ products can do for them, instead of having to navigate through the site to find out.

Sales Strategy

Pricing strategy

The pricing strategy will be to price the products at a very competitive price, generally below the price of competitors. Stand alone bidets begin at $350, ranging all the way up to $5,000. The company will price its products at three price points: Home & Away Bidet at $89.90, Butty System at $59.90 and For Ladies Only at $39.90. The objective of the pricing strategy is to be competitive with existing products, while still being affordable enough to be installed in just about every bathroom.

Sales force strategy

The main selling effort will be done through the company's website, and by TV spots and 2 minute infomercials. A sales force will not be necessary. When the company has established itself in the marketplace, a sales force will be hired to attend to other channels of distribution (eg health stores, pharmacies, etc). First we say: “Not Available in Stores” - then, later on we say “As seen on TV”.