Paco Asensio Woodworking Marketing Plan

7/29/2019 Paco Asensio Woodworking Marketing Plan

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Marketing Plan Designed By

Lorenzo Fernandez-Kopec

April 5, 2012



Paco F. Asensio Woodworking is a general contracting firm located in Stamford, CT. We

specialize in high-quality custom cabinets and custom-made furniture and work with

designers and architects to create one-of-a-kind interiors.

In the last few years there has been an increasing need to increase our brand equity and

expand our name recognition beyond simple word of mouth communication. With internet

marketing and web design easier for small businesses to access and utilize effectively the

need for an online presence is more important than ever.

In the marketing environment there is competition that must be addressed, the growing use

of online branding, promotion and selling. With a combination of new and old media we can

increase our brand awareness and brand equity while standing out from the competition.

The goal is to grow our customer base and there are new ways for small businesses to

increase their online profile while they tailor their network to their target audience. By

promoting your companies strong points by effective communicating with potential

customers your brand equity and profits will grow.





In the business environment there are many different factors that affect who your target

market will be. An analysis is critical to understanding the business market, there are factors

like home income and home values, these give a good idea of market size and the likelihood

of any competition.

There are around 30 different competitors in the area. However, there is a large market for

home improvement. This is clear because the median salary for Fairfield County is $81,268

while the national average is $51,914. Income is not the only significantly higher statistic but;

median home prices in Fairfield County are $477,700 this is more than double the national

average of $212,300. This means that people have value in their homes, and therefore want

to maintain, and improve them. High incomes and high home prices show that there is a

significant market for high-end home improvement.

The marketing environment is competitive. The area is has many different furniture and

cabinet companies. These vary form extremely small companies to quite large with very

technical equipment. However we believe there is a huge value in making quality products by

hand, and providing personalized service. To understand where we want to situate ourselves

in the market we must know our competition. By looking at the websites of two other

competitors we can gain a better understanding of what differentiates us in the market place.

In an area like ours the needs of the all the customer needs to meet. In our meeting with

customers we need to change and adapt to what they want or they will not use us again. This

is especially critical for a business as reliant on repeat business like ours.



Paco Asensio Working - First, we look at our website. First off it is an informational site. There

is a good visual center, a picture on the left with a small amount of text to the right

explaining a little about us. There is no scrolling needed to view all the content. There are

also easy to read tabs, that include a little about the owner and a portfolio tab that includes

pictures of 6 different jobs that display what we excel in.



Comparison 2 - Eldrige Wood Design: applying the principles of website design, some things

that they are doing correctly are, they have an easy way to contact then in a variety of

different ways. They also they have relatively short paragraphs on their company information

page.



Comparison 3 - JN Complete Custom Carpentry: This company is does similar work to what

we do, but we plan on gaining a differential advantage on them by keeping in mind the

principles of website design and the standards of the design and architecture community. At

a quick glance this site is not up to the standards of basic web layout and design for

maximum connection to the customer, the overall design is very basic and does not offer

information to potential customers about the business. It does not address the perceived risk

of such a large decision.



The target market of Paco Asensio Woodworking breaks down into two categories.

Category 1 – End Consumers

Residents of Fairfield County, Westchester County and New York City

Families or married couples that own a home

Income range of $150,000 and above

Designers and Architects that operate in the same area

Design-sensitive, desire a personalized home environment

Generally women, find and hire us

Category 2 – Intermediaries

Designers and Architects that operate in the same area.

Clients with the above demographics.

Additionally, In my experience in working with clients, many times it is the wife that chooses

the builder and architect, so knowing this, it many aspects of this plan will have to adjusted.

Our company produces high quality of our cabinets, furniture and millwork, and the ability to

create a completely customized interior that makes a customer’s home more enjoyable.

When your environment is designed around your lifestyle, you enjoy your home much more.

It makes it easier to work, relax and entertain. Our product is certainly a luxury product and

A long-time customer, Melissa Ceriale, said in an email review, “[Paco Asensio] is a

renaissance man . . . a true woodworker and craftsman from a throwback era.” She also

noted our “professional and quiet crew” and “efficient workers.” Such statements show that

skill and professionalism are our strongest qualities.



An excellent opportunity to differentiate ourselves in the market is by creating relationships

through Twitter and Facebook. We can do this by updating our clients (end-users and

designers) on what new jobs we are starting and finishing. Doing this will help with

scheduling projects and creating personal relationship with the clients that are much harder

to cultivate in more traditional forms of media.

Someone who looks at the website in its current state would not be impressed. Some

changes need to be made. First, a full redesign the site to reflect better reflect the needs and

desires of both the end user and the intermediary.

Below is the website of Wadia Associates, an architecture firm in New Cannan, CT. This site

has an excellent layout, the navigation is easy to use and information is prominently

displayed on the right. Additionally the graphic design is impeccable, this is extremely

important according to a paper published by marketing company, Fusion B2B; they say

“brands marketed to interior designers or architects require an absolutely stellar, high design

appeal.”

When redesigning the site this site will be an excellent template. However, there are a few

things that I would change when redesigning our website. First, I would put the contact

information in an easily viewable spot on the site, another adjustment I would make the text

shorter and easier to read by shortening the paragraphs and including a few bullet points.

These modifications will increase the readability of the site, reduce scrolling and give a feel of

confidence and luxury to our website.

To address the perceived risk involved with hiring a contractor, the site will have photos of

many of the jobs that we have done. In addition, there will be a review from the customer on

why they chose us. Including this feature, keeping paragraphs short, making contact



information easy to find as well as the overall professionalism of the site will differentiate us

from your competition.

There are several opportunities within the industry for a company in our position. One of

these is expanding the custom-designed furniture business. In the last few years there has

been an increase in the desire for custom furniture. Many times customers are looking for a

nice piece to put in their homes. There are a few organizational adjustments we would need

to make these changes reality.



There is an opportunity to co-promote in a way with designers and architects. The websites

of architects and designers invariable have pictures of their work, and therefore our work as

well, if we can agree to give credit to any architect on our site and they reciprocate on

photos of our work, this can create a great differential advantage for us. This creates a good

partnership for increasing traffic to our website and our brand awareness.

Another potentially large and untapped market for us is real estate agents. Many times when

a new homeowner buys a home they often want to renovate the kitchen or another part of

the house. Contacting real estate agents in area and offering them a simple referral or a

commission on any sales coming from them can also create good brand awareness. This is

potentially a large untapped market.

A third area for expansion is offering an in-house interior designer and drafter. Our products

need a trained professional to be able to design and draw them, but some end-users do not

want to deal with an outside designer or their job is small enough that it can easily be done

by an in-house designer, it would be feasible to offer this service in order to streamline the

process.

Having a drafter in our employment will help us better accommodate our customers as well.

Since many designers do not have the expertise of drafting, an in-house drafter would be

very helpful in getting drawings done to the specifications and needs of our craftsman so

they can be built quickly and accurately. Additionally this reduces cost for us while increasing

the quality and efficiency of production of our product. Positioning our brand to be a one-

stop design and production solution will increase our brand equity.

A company like ours is susceptible to exhausting the customer we have now. Currently about

80% of the business that we receive comes from repeat customers. While that is great in



terms of our customer satisfaction, it is not good for our business. If we do not secure more

customers, we risk a drastic slow-down in business.

Accessibility is also a factor for a business like ours. Since we do not have an unlimited

budget we need to be accurate and effective with our marketing plan. With the plan outlined

there are a few key features that will help expand our customer base resulting in increased

sales.



Works cited:

"JN Complete Custom Carpentry Services | Cabinet Making Service Greenwich, CT." JN

Complete Custom Carpentry. Web. 09 Apr. 2012.

<http://www.greenwichcabinetservice.com/services.html>.

"Fairfield County, CT Salary Statistics." Fairfield County, CT Average Salary Data. Web. 02 Apr.

2012. <http://www.metasalary.com/statedata.php?id=Fairfield County, CT>.

"Join Us." Walpole Woodworkers. Web. 03 Apr. 2012.

<http://www.walpolewoodworkers.com/>.

"Harry P. Carpenter & Sons, Inc." Harry P. Carpenter & Sons, Inc. Web. 03 Apr. 2012.

<http://hpcarp.wordpress.com/services/>.

"Eldridge Wood Design - Ian Eldridge." 302 Found. Web. 03 Apr. 2012.

<http://www.eldridgewooddesign.com/clients/eldridgei/nav/splash.shtml>.

"Welcome to Odell Construction Inc." Custom New Homes. Web. 03 Apr. 2012.

<http://www.odellci.com/>.

Www.fusionb2b.com. Tech. Fusion B2B, 208. Web. 6 Apr. 2012.

<http://www.fusionb2b.com/documents/FUSION_guide_ArchMktg_000.pdf>.

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Paco Asensio Woodworking Marketing Plan

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