Basket of Goodies
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The marketing strategy will seek to use several techniques to increase awareness of Basket of Goodies in the city of Stevens. The first method will be a Website. The second will be the use of brochures. These two methods will target the individual customers. The corporate customers will be targeted through a networking campaign, leveraging owner Susan Presento's contacts from her previous employers.
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Basket of Goodies' mission is to create the finest gift baskets available. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall in to place. Our products and services will exceed the expectations of our customers.
BOG has two distinct groups of customers, individuals and corporate customers:
Basket of Goodies is positioning itself as an upscale manufacturer of gourmet gift baskets through the introduction of several production baskets as well as custom options. BOG will achieve this positioning by leveraging their competitive advantages.
The competitive advantage is based on two factors, low overhead which supports reasonable prices, and an unrelenting desire for the highest quality product and service.
The single objective is to position Basket of Goodies as a manufacturer of unique, attractive, gourmet gift baskets for individuals as well as corporate customers. The marketing strategy will seek to create customer awareness regarding the product offerings, develop the customer base, and work toward building customer loyalty and referrals that will significantly decrease customer acquisition costs.
BOG will seek to communicate the message that they offer a higher quality, gourmet alternative for gift baskets relative to the baskets currently available. This message will be communicated through various methods, tailored to each target market. The first method will be the use of a Website. The Website will have product information, company information, as well as ordering information and order taking. The site will be useful to both targeted groups, individuals as well as corporate customers.
The second method will be brochures, primarily marketing to individuals. These brochures will be dispersed through many different sources.
The last method of communication is networking and it is primarily for the corporate customer. Before founding Basket of Goodies Susan worked within the Human Resource Department of several larger corporations and has developed a large list of contacts. Susan will leverage these personal/professional relationships to generate business for BOG. Since she has worked within the HR departments before, she is quite familiar with the buying habits and decision making processes; key knowledge for generating corporate sales.
BOG's marketing mix consists of the following approaches to pricing, distribution, advertising and promotion, and customer service.
The informal market research began five years ago when Susan was purchasing a gift basket for a friend. She did not have the time to make her own basket so she called a few different places to get quotes. Over the next few years she purchased several more baskets from established companies while keeping the idea in the back of her head that she might start her own basket company. With this idea she analyzed the different vendor's offerings.
While working on the initial business plan for BOG, Susan held two focus groups, each with seven to nine people, to determine customer preferences in regards to gift baskets. The focus groups explored the different preferences that the people held in regards to gifts and gift baskets. Although Susan had a list of questions already drawn up that she asked both groups, she also had time set aside where there could be a free flow of discussion. The focus groups proved to be a very worthwhile exercise giving Susan valuable insight into the participant's minds as well as confirming a number of assumptions that Susan held. Overall, this market research confirmed and strengthened the BOG business and marketing plan.
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