Good afternoon! We are a Land-ARM team. Tarin Artyom and Akimova Maria, 2nd year students of the OFT specialty Finance
We present to your attention our project "Stone carpet".
The purpose of marketing, taking into account SMART technology, is to increase the flow of customers to 4 per month, to receive a net profit of at least 120,000 rubles / month in the first year of operation. (FROM BP)
Marketing objectives to provide a high level of service and customer satisfaction by providing them with high-quality services;
To continue the development and improvement of the "stone carpet" technology to improve the quality and attractiveness of our service;
to create a positive image and brand of the company using marketing tools that ensure a constant flow of customers.
From the slide, but you can take similar information from the BP
Methods of strategic analysis Methods of strategic analysis are used to determine the marketing strategy:
SWOT analysis
FINE PRINT, CAN BE PRINTED Based on the results of SWOT analysis strengths are:
high quality and attractiveness of decorative stone, which helps to attract customers; responsible and professional specialists;
weaknesses:
instability of demand, uncertainty of the company;
there is an opportunity to expand the types of services and an important threat is the emergence of more competitors in our region.
Pest analysis The pest analysis revealed external factors:
Political: changes in tax and civil legislation;
Economic: inflation rate; unemployment rate; decrease in the solvency of the population, etc.
Social: age composition of the population; birth rate
Technological: Development of competitive technologies (alternative finishing technologies)
Porter's 5 forces This slide provides the Porter's 5 Forces method. From the high values, we can identify the threat from losing customers or not attracting them, as well as the appearance of substitute products.
Marketing strategy According to the results of the analysis, the weaknesses are the obscurity of our team, an insufficiently active advertising company, instability of demand, therefore
, at the initial stage - a consumer strategy (building relationships with consumers and identifying their needs, preferences) and a promotion strategy (choosing channels for advertising and attracting consumers).
At the growth stage - integrated growth (customer orientation – customer satisfaction); business expansion
The stage of sustainable growth is diversification (expansion of the range of coatings (types of stone) and types of services).
Competitor Analysis
Print the table + marketing.investigated. The analysis of competitors was carried out, namely, the prevailing market prices, loyalty programs, the occupancy of websites and social media accounts.networks, etc. features. Information about indirect competitors is collected from company websites. And according to a direct competitor, the self-employed Alexey K in the social network.networks. Information about the services provided by competitors is presented in the table and the market.research – DISTRIBUTE WITHOUT STOPPING TALKING!!(FROM BP)
Average cost of services
The average price of 5,016 rubles per 1 square meter is lower than the average of 5,721 rubles in the region compared to competitors.
Loyalty program We have a discount system, unlike our competitors. For feedback and recommendation, when providing a promo code, at the first order, as well as a birthday discount, etc.
Advertising is here to write it:
where it was posted, how much it costs, how many impressions, clicks, and the click-through rate. Well, this is from the latest info from the cabinet
The plan of marketing activities at the launch stage
Look at it can print out, suddenly a small Plan of marketing activities at the launch stage is developed in accordance with the purpose and objectives of marketing, the plan controls the time of work performed. At the launch stage, active promotional events are effective (paid to read from the slide)
Marketing plan for further stages of business project development (2025-2026) There is also a marketing plan for the further stages of the business project development (2025-2026). For marketing purposes, we will continue to use paid and free marketing activities (targeting and advertising on social networks, types of advertising are suitable for our target audience)
AIDA advertising model The AIDA advertising model allows you to make a decision about buying a service
AIDA advertising model An example of using the model is presented in our post:
1. Attention: to interest the audience and arouse their curiosity.
2. Interest: After the attention is attracted, arouse the consumer's interest in the product or service.
3. Desire: creating a desire to purchase a service.
4. Action: motivate the consumer for a specific action: ordering a service!
Marketing budget
JUST ADD A COLUMN WITH A TRANSCRIPT, IF YOU HAVE ENOUGH TIME
And adjust the dates there WITHIN THE FRAMEWORK OF THE PURPOSE AND OBJECTIVES OF MARKETING, DEVELOP a budget, pay attention to the target.advertising in VK and avito. Thus, working towards the fulfillment of the task: to create a positive image and brand of the company using marketing tools that ensure a constant flow of customers
The 4P model The elements of the 4P concept are interconnected and aimed at achieving the goals of the team. The product is stone laying services, the price of services = average 5,016 rubles. per 1 sq.m or on average per object 50 000 – 60 000 rub. and provides for the use of a loyalty program, the place of sale through social networks, the Avito platform and the promotion of services takes place through marketing tools (social networks, target). All elements contribute to the accessibility, attractiveness of the service and the success of the promotion.
Responsibilities in marketing Responsibilities in marketing: Maria will be engaged in social media promotion, website design, demand forecasting
Artyom will also study the service market, analyze competitors, develop promotions and offers (FROM BP)
We will not outsource anything yet, we perform functions independently for greater control over the process
Good parking. An interesting building project. The building is filled with multidisciplinary firms and companies. Without leaving, you can perform several tasks.