marketing

Cleaning equipment sales

Population

Index of cleaning equipment sales

East region

21%

16%

1.32

Southern region

17%

18%

0.93

Mid region

16%

14%

1.14

West region

16%

21%

0.70

West north region

11%

11%

1.00

Northeast region

9%

8%

1.13

Southeast region

7%

6%

1.19

Northwest region

6%

7%

0.82

CONSUMER BEHAVIOR other brand manufacturers seem to be encouraging the purchase of several affordable cleaning equipment. This seems to be applicable only to those cleaning equipment that are of low cost. A consumer acquires a couple off cleaning equipment that is beautifully designed and cheap that he can be switching for different occasions (Kurtz & Boone, 2010). The feature that most customers look for in cleaning equipment includes; but not limited to, durability, affordability, packaging, and the design of the brand and the color of the cleaning equipment. For such customers who look mostly on the aesthetical features of the cleaning equipment, so as to buy, distribution and display can play a significant role in impulse buying. The consumer can be contacted through six avenues (Kerin, 2006). We presently have contact to these customers through four of these channels making up 85% of all cleaning equipment sales. To reach customers best, it is wise to use such channels so as to maximize sales. Most cleaning equipment sales are made in the departmental outlet thus to maximize sales. Gatorade will capitalize on discounts and supply to such stores to maintain availability and proximity of the product to the customer. For the moment, it does not make much sense to provide to the rural stores thus, this will be postponed till Gatorade and the Gatorade product is firmly grounded in the urban retail channels (Cohen, 2006).

COMPETITIVE ANALYSIS There is fifteen cleaning equipment manufacturers in the market with BQ, M.I.T, A.U.I and M.W, taking the prime share of the market holding 65% of the market. These are our primary competitors. They have strong names and presence in the market, strong marketing and advertising skills, good and established networks and are also well spoken of in the cleaning equipment industry. The aspect of manufacturing of cleaning equipment that have a good futuristic sense is new in the market thus providing an opportunity for growth (Cravens & Piercy, 2006).

COMPANY ANALYSIS Gatorade currently holds 85% market share in cleaning equipment distribution through the various avenues of supply. The manufacture of cleaning equipment that have a good sense of the future is slowly taking over the industry thus, a better venture as compared to our current brands. Our experience in the industry, distribution and advertising prowess, high-quality products, and design, affordability of our products will be a great boost as we venture into this market (Kennedy, 2006).

SWOT ANALYSIS Strengths : Gatorade has creative personnel that can create new designs that can compete favorably in the market. The company is endowed with the resources and knowledge of the market having been in the industry for a while. This coupled with good networks, and real partnerships will see us take over the market (Lamb Et al, 2006). Weaknesses : Currently we are not connected with any rural car dealers. The futuristic concept of cleaning equipment is a new aspect both to the market and to us. Opportunities : Probability of growth of the market is high; Customers are currently into the futuristic cleaning equipment. The market for cleaning equipment has a great potential for growth. Threats : This is in the form of competition, the chance of new market entrants

OBJECTIVE The combination of high-quality production of affordable yet durable cleaning equipment and an aggressive distribution campaign will see us breakeven in three years’ time. We should have acquired a market share of at least 4% in the first two years this represents sales of 10 million dollars. Based on this market plan the venture will break even in the next three years (Cravens & Piercy, 2006). MARKETING STRATEGIES Gatorade will introduce the new Gatorade brands of cleaning equipment into the market through an aggressive and well-planned distribution campaign. The cleaning equipment will sell at affordable prices and will promise high-quality service. This will increase revenues earned thus facilitate the growth of both the brand and the firm (Kotler & Keller, 2009).

ACTION PLAN Product : The Gatorade brand stands out among all the current cleaning equipment in the market. This will be introduced in varieties for women and men and all age demographics. This will account for at least 40-50 different models per annum. A portion of this will have metal designs; these target the adult population. We will manufacture Gatorade cleaning equipment with favorite cartoon personalities to lure the families with children. This will require licensing and patent that we already have. This counts as an advantage for the firm over its competitors (Kotler & Keller, 2009). We will produce futuristic cleaning equipment designs in a variety of models, which will differ greatly from the traditionally known and used models.

Price : To reach our desired targets, Gatorade will offer the Gatorade cleaning equipment at an agreed selling price of $200.Our price is affordable, and the quality of the product is impressive. The features are new to the market thus validating the price so coupled with our aggressive distribution plan, will ensure a high market share of the Gatorade cleaning equipment (Kurtz & Boone,2010). Distribution : Our present distribution has coverage of about 85% of the market share. At this stage, we will not target the rural car dealers but instead, we will hire marketers and a marketing instructor, to add gusto to our marketing plan. We plan to distribute our cleaning equipment in the whole United States and across all demographics (Grewal & Levy, 2010). Advertising : Advertising worth half a million dollars is intimated, so as to add clout to the unique range of cleaning equipment on offer and to emphasize better on the quality and price of the cleaning equipment. This will be centered towards print and point of purchase displays. This and telecast advertising campaigns will take approximately two-thirds in the first quarter of the campaign. To achieve leading market share, the idea is to make more noise In terms of advertising and getting the masses aware of the product as compared to our competitors (Kerin, 2006). Promotion : We will maximize all potential distribution avenues and market our product across all regions.10 new marketers will be added to the team. Services of a marketing instructor will also be sought so as to empower the marketer’s with the required skills for efficient marketing. The salaries and allowances of all this new personnel are expected to be within the intimated budget of half a million dollars (Kurnit & Lance, 2009). The voice share of each firm in the market can be known by dividing the total advertising incurred with the market share. Since our product will be new to the market, we will require making considerable noise so that all know the Gatorade brand. The budget set of half a million set for advertising Gatorade’s voice share will be considerably higher than that of its competitors (Grewal & Levy, 2010).As indicated in table three.