MARKETING & SALES
The marketing strategy of The Guardiancentres on creating and developing acorporate identity that clearly defines our market niche in terms that benefit our retailand corporate customers.
Market needs and trends. Since our target market includes two major segments – middle to upper class residents in the area, and local businesses that are locatedwithin ambit of Dispur, Hatigaon and Basistha PS -- their most important needs are fast and prompt service.
One of the key points of The Guardian’s strategy is to focus on these targetsegments that know and understand these needs, and are willing to pay a reasonableprice to have them fulfilled.
Past examples in running a similar business shows that advertising costscan easily overwhelm
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To drive the marketing,The Guardian will utilize a four-colorcatalogue with a different cover including the company logo and contactaddress. We have developed a price sheet to be enclosed with each catalogue.In addition, we will produce in-house flyers on an as-needed basis that will alsoserve to advertise special events and promotions. The flyers and catalogueswill be distributed using traditional methods: a) enclose inorder shipments, b) distribute at local trade shows and other business eventsorganized by the local Chamber of Commerce, and c) attach business card andcoupons.Upon release of a new catalogue, we will need to check into the financial feasibilityof utilizing direct mail for bulk distribution. Certainly, the main job will be toclearly express the message of our sales literature to make sure that we areselling the company, rather than the …show more content…
We will have to push our service anddelivery capacities.
Our sales strategy is based on the belief that there will be a regular flow of first-timecustomers, due to our convenient position in the market. The real sales effort will be to focus on theconversion of each first-time customer into a long-term customer relationship and recommend their friends to share the experience of our service.
This focus recognizes that it would cost our company less money to convert a newcustomer into a long-term relationship, than it does to attract a new customer. With thisin mind, our sales activities will concentrate on keeping existing customers happy, andalways meet or exceed their expectations.
Consistent, customer-centric service is the absolute requirement in this industry, and so it is for all our employees. Every member of our team will beempowered to deal with our customers' requests in such a way that no customer should be dissatisfied. Problem solving will be encouraged throughout the organization, andit would also be fair to say that each employeeis part of the service staff, not only the front line