Ppt lengths

Date post:15-Aug-2015
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  1. 1. + Diego Paramio DIRECT MAIL PROPOSAL
  2. 2. + INDEX STATE PROBLEM MARKET RESEARCH ANALYSIS: SURVEY SWOT BUSINESS LOCATION PROBLEMS SOLUTIONS DM EXAMPLES BUDGETING EXPECTED RESULTS
  3. 3. + STATE PROBLEM Lack of awareness of Williamsville Store Direct Mail Campaign
  4. 4. + MARKET RESEARCH We attempted to target middle aged women with a disposable household income We conducted surveys at Tony Walker & Co. which is the biggest luxury fashion retail store in Buffalo area. We collected 50 surveys and analyzed them using SPSS (Statistical Package for the Social Science)
  5. 5. + How Familiar are you with Lengths? 7.1% 3.6%
  6. 6. + How likely would you shop in Lenghts? 36% 32% 20% 8 % 4% 50% 50% 100%
  7. 7. + Area of the Customers 39.3%
  8. 8. + How likely would you buy in Lengths? 72.7% 27.3% 14.3% 71.4%
  9. 9. + Correlation between customers household income and willingness to visit Lengths 50% 100% 42.9% 7.1% 18.2% 54.5% 18.2% 9.1%
  10. 10. + BUSINESS ANALYSIS Trend Analysis of Beauty Product Businesses Competitors of Lengths Products = Biggest Strength
  11. 11. + SWOT
  12. 12. + LOCATION ANALYSIS Pros: Large Store Clean and Organized exposition Located in a mid-high (income & class) Neighbourhod Next to a Tops Cons: - No Foot traffic - Not many complimentary stores nearby - Extra stop to shop at the location - Problem of awareness
  13. 13. + Identifying Problem : Lack of Awareness Survey Results: Most of the woman in Williamsville and Amherst with a household income of $100,000 or above have NEVER HEARD from the shop. I DONT KNOW
  14. 14. + DIRECT MAIL MARKETING
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  18. 18. + PROPOSING IDEAS Carry out a direct mail campaign highlighting Lengths strength: selling complete lines of many premium hair care products, The direct mail will be mailed to affluent neighborhoods in the surrounding Williamsville and Amherst areas in order to target the demographic of middle aged women with a household income of $100,000 or more. Consult with a direct marketing agency such as www.directmail.com
  19. 19. + PROPOSING IDEAS Create a customer database for future campaigns Offer discounts and info about our company in the postcards
  20. 20. + EXAMPLES
  21. 21. + EXAMPLES
  22. 22. + EXAMPLES
  23. 23. + EXAMPLES
  24. 24. + EXAMPLES
  25. 25. + BUDGETING Up to date Mailing Listing $100 for 1000 adresses (Medium detail lists) Printing 1000 postcards / 10cts = $100 Handing out the postcards (1000) = $50
  26. 26. + Expected Results Create global awareness of the brand Inform middle aged woman in the area about our products Keep track of the campaign and build database with coupons Boost sales thanks to less aggressive coupons 4 out of 10 people will ignore the post cards Make another marketing plan to engage first time customers
  27. 27. + FEEL FREE TO ASK ANY QUESTIONS !!!
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