Water Tubes Plumbing
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The plumbing market (excluding direct to the consumer jobs) is a highly networked industry where everyone knows everyone and job contracts are won or lost by who you know. With this in mind, Don will work hard to establish himself as an experienced, professional plumber who is concentrating on the residential new builds market. This will be done in part through networking with all of the home builders and developers. The networking will be an important method to increase visibility of Water Pipes Plumbing because most home builders and general contractors are always looking for professional, high quality plumbers. It is advantageous for WTP to position itself as solely working with the residential new build market because it is attractive to builders to form a relationship with a plumber that is specializing in the same market niche and not trying to do a little of everything.
WTP will also be marketing with an advertising campaign in the local home builders journal.
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Water Tubes Plumbing's mission is to provide the finest new house plumbing installation. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall in to place. Our services will exceed the expectations of our customers.
Water Tubes will target two distinct segments in the plumbing market:
Water Tubes will be positioned as a professional, customer-centric plumbing organization that specializes on residential home builds. The growing Eugene home market will recognize and value these unique offerings. WTP will leverage its competitive edges to achieve this desired positioning. Water Tubes has two competitive advantages that it will leverage to gain market share:
The single objective is to position WTP as the premier new residential home plumber in the Eugene area. The marketing strategy will initially generate awareness among the target customers. The strategy will then develop the customer base, and work toward the development of long-term customers.
The message that WTP seeks to communicate is the offer of a high quality work product supported by industry benchmarked professionalism and customer service. The message will be communicated through two methods. The first is a comprehensive networking campaign that leverages the personal and professional contacts that owner Don Roro has developed during his decade of service within the industry.
The message will also be communicated by an advertising campaign. This campaign will rely on ads in the Eugene Home Builders Guide, an industry journal that has a 78% market penetration for the residential home building market.
WTP's marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.
For the last two years while working for a large plumbing company, Don began to keep records of his observations regarding the industry and which business models he thought would be most successful. This information provided Don with a good groundwork of information that he could work with. Don however, felt that more targeted market research was needed before he proceeded with the idea of starting his own business.
Consequently, Don held a total of three focus groups. One group was just with volume builders, the second was just custom builders, and the third was a combination of the two target market participants. The groups were on the small size with five to six people. Don spent a great deal of time preparing the material for discussion to ensure productive sessions. The focus groups yielded a wealth of information for WTP. While some of the information served to support previously held assumptions, a lot of information provided invaluable insight into the needs of the customers as well as information regarding their decision making processes.
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