The Toddler Warehouse
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The Toddler Warehouse's marketing strategy will be based on an advertising effort as well as strategic alliances with organizations related to the care of children.
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The Toddler Warehouse's mission is to provide top-level child care. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.
The Toddler Warehouse is targeting one specific customer group, the middle to upper class, two income professional family. This group of families have both parents working, not allowing them time to raise their child during the day. This group has the money for child care, and are willing to spend a little extra to get a higher level of care.
This customer segment has already begun teaching their child advanced concepts like reading, singing, socialization, etc. The Toddler Warehouse will continue to develop the children's skills.
This customer group is typically made up of two professional parents. This would explain why the parents 1) have the money for more sophisticated child care, and 2) are ambitious in terms of their children's learning and development.
The Toddler Warehouse intends to concentrate on the two income working professional families because they are the segment that can most readily afford day care, need day care because of their work obligations, appreciate the advanced learning and development The Toddler Warehouse has to offer, and lastly are a growing segment of our society.
With both parents working, this segment needs provisions for care of their child. While the Department of Labor indicates that over 50% of children are cared by relatives compared to 29% for a commercial day care center, our targeted group prefers a more structured learning environment. Relatives are great for nights out or weekends, but they do not compare to a structured program when it comes to the learning and development that occurs at The Toddler Warehouse. Having both parents as professionals, they are ambitious with the development of their child and willing to pay to get the best program for their prodigy.
As America continues to be a society of people working long hours, there will always be the need for child care. The trend of longer work weeks drives The Toddler Warehouse's business.
The Toddler Warehouse will position itself as an advanced day care service that offers unique learning and developmental programs for toddlers. The positioning will be achieved in part by leveraging The Warehouse's competitive edge:
The single objective is to position The Toddler Warehouse as the premier child care facility in Salem. The marketing strategy will seek to first create customer awareness regarding the services offered, develop the customer base, and work toward building customer loyalty and referrals.
The message that The Toddler Warehouse will communicate is that they offer the the most sophisticated and practical child care/development facility in Oregon. This message will be communicated various ways. The first method will be advertisements in the Yellow Pages. Two other sources that will have advertisements placed in is the Marion County Community Resource Newsletter, and the Statesman Journal.
Lastly, The Toddler Warehouse's message will be communicated through the formation of strategic alliances with two well respected organizations. The alliances will provide The Warehouse with a large customer base as well as legitimacy.
The Toddler Warehouse's marketing mix is assembled from the following approaches to pricing, distribution, advertising and promotion, and customer service.
During the initial stages of the writing of the business plan, several focus groups were held to gain insight into preferences and decision making processes of the target customers. These focus groups were an indispensable source of information.
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