2.6 Price
Different price in different seasons
Summer is a good season for fresh juices in Russia. The average temperature in Moscow during the summer is 24–28C. (The summer of 2010 is extremely hot it’s about 30–34C). The company can change their product prices according to the season. So in winter the prices might be slightly less than in summer.
Price Level
Maintain price level in all segments at 15% higher than competitors to reinforce the quality image.
2.7 Place
Distribute direct to the client where possible.
Distribution channels
· Direct channels
Selling the products in the different departmental stores by using own transport. In this case the company will have more profit margin.
· Indirect channels
Selling the products through whole sellers and agencies to cover all area.
Intensive distribution:
· Retail outlets, Hyper Mall, Supermarkets
· Small shops
· Entertainment zone: Restaurants, Cinemas, Parks, Theaters
· Petrol station
· Newsagents
· Schools
· Sports, Health clubs, Gym
· Entertainment venues
Getting shelves
In order to display products more clearly and attractive for the customers in the big departmental stores – the company should get central shelves – in eye-catching positions. Normally we should keep our products freezers near the entrance of the stores.
2.8 Promotion
WBD will promote products in several ways.
WBD will do sponsorships with different exhibitions, presentations, shows and events.
Examples:
· Festivals and shows: «Seila» commissions and facilitates cutting edge artists, musicians, designers, film-makers, etc to curate and create events and happenings. During any event a mix of multimedia: music, video, advanced technologies in entertainment and show, should be present. «Seila» Entertainment element by no means should be limited to laser shows and trendy DJs. (the sample of advertisement see Appendix 3).
· Interactive entertainment with content creation by consumers: Like in Web 2.0. and 3.0, «Seila» enables consumers to input into entertainment and show by sharing/creating content. For example, screens with live puzzle of pictures made from consumers’ content (images, videos, photographs), or music and light shows made of consumers’ content (voices, music, ringtones, etc); interactive 3D games and simulations.
· Purposeful technologies for entertaining and educating: «Seila» stations with content transmission, powered by QR codes, Bluetooth, etc. Content can be various, e.g. music, useful instant information, videos, pictures and photos.
a) Word-of-mouth
Creating awareness among consumers: the main objective for this phase is to create awareness about the product among consumers who will turn into potential customers. The word-of-mouth effect is the goal here – it will give a kick to boost initial sales.
b) World Wide Web
The web site will be tool to get closer our customers and understand them better and will serve an utility value.
c) Online Advertising:
· Internet Advertising
· Affiliate Program
d) Radio & Television Advertising:
· Comcast Spotlight
· Commercial Radio
· TV commercial
e) Promotional Campaigns:
· Club Events
· Billboards and holdings
f) Print Advertising:
· Print media
- Advertise monthly in magazines that are specifically targeted to production managers in the automotive, marine and heavy industrial segments.
- Advertise monthly in magazines that are aimed at production managers in the general industry.
- Advertise quarterly in magazines that are aimed at purchasing officers.
· Newspapers
· Sunday Advertisements
g) PR:
· PR release to be initiated each month to various trade journals and magazines.
Lost Customers
ü Contact monthly all past customers that have not re-ordered to ask why not and see whether we can win back their business.
Existing Customers
ü Follow up all new customers two weeks after they purchase to ensure they are satisfied with the product.
ü Send quarterly newsletter to existing customers to keep them informed of our other products.
ü Try and up-sell all enquiries for our standard range to our premium range.
The purpose of WBD' marketing plan is to serve as a guide for the company. The following areas will be monitored to gauge performance:
· Sales: quarterly and annual.
· Production Costs: quarterly and annual.
· Customer satisfaction.
· Market share analysis.
Competitor profile – Keep updated competitor profile.
Marketing information system – Document on every enquiry «How did you hear about us?»
Produce monthly sales reports by product, by market segment, by territory and sales representative.
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