marketing plan - external thermal insulation composite system (etics)

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  • 8/19/2019 Marketing Plan - External Thermal Insulation Composite System (ETICS)

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    Table of contents

    1. Marketing Strategy 3

    1.1. Critical Issues ........................................................... 3

    1.2. Marketing Objectives ............................................... 3

    1.3. Target Market Strategy ............................................ 4

    1.4. Strategy Pyramids .................................................... 4

    2. Marketing Mix............................................................... 5

    2.1. Product Marketing .................................................... 5

    2.2. Pricing ...................................................................... 5

    2.3. Promotion ................................................................. 6

    2.3.2. Advertising ......................................................... 7

    2 3 3 Di t M k ti 7

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    1. Marketing Strategy

    Smartcrew4you's marketing plan will be based on a communication campaign andstrategic alliances that will raise awareness of the value Smartcrew4you offers. To

    reach individual customers, an advertising campaign will be undertaken in the

    Internet, Golden Pages as well as the local newspapers.

    The advertising campaign will be supported with a strong strategic alliance effort to

    develop relationships with the retrofit companies. These relationships will beinstrumental in generating a steady flow of business from the retrofit company’s pool

    of clients. The relationships will be formed through general networking, creating a

    working relationship between Smartcrew4you and the retrofit businesses. Once a

    relationship is formed, Smartcrew4you will develop financial incentives for theretrofit businesses to use Smartcrew4you with their clients. While this will be labor

    intensive initially, once a solid relationship is developed, it will amply pay for it self

    in the future business that it develops.

    1.1. Critical Issues

    Smartcrew4you is a start-up business. Its critical issue is to only expand at a rate

    that is designed to serve the customer. Expansion should only occur when it isrequired to meet the needs of the current customers, not theoretical, future

    customers. It must take a fiscally conservative approach, recognizing that it takestime to build reputation and goodwill within the community. If this is done

    effectively, over time, the business will flourish.

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    1.3. Target Market Strategy

    SmartCrew4you will focus on two market groups within the industry:

    1.   Non Residential (Commercial) segment (including buildings used for professional purposes).

    2.  Residential segment (excluding apartment buildings - first year).

    Commercial segment

    The non residential market requires the shortest amount of time to completion of projects and usually the least amount of customization. Since our projects

    impinge upon business profitability, it is absolutely crucial for our project

    foremen to maintain schedule and keep the customer apprised of the project's

     progress. The commercial segment will be limited by building height (multi-story building).

    2. Residential segment  

    Although the above is also true for the residential owner, time is not as critical,quality and meeting the needs/wants of the client come first in the residential

    segment. The client is often willing to wait a little longer to have the project done

    to his/her specifications. The project foremen must be willing to be more flexibleand willing to listen to the client.

    The company can handle any residential building that needs its services (we arelimited by height multi-storey apartments in the first year). The residential

    segment is considered to be the company's cash cow Even during the slow

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    campaign. This campaign will rely on ads in the local newspapers, Golden Pages,

    Internet, and door to door sale.

    2. Marketing Mix

    Smartcrew4you's marketing mix is comprised of the following approaches to pricing,

    distribution, advertising and promotion, and customer service:

    • Pricing- The pricing scheme will be based on the size of the building as well as thelevel of comprehensiveness that is desired.

    • Distribution- All services will be provide on-site within a 50-mile radius of the city

    Dublin in first year

    • Advertising and Promotion- To reach individual customers, an advertising

    campaign will be undertaken in the Internet, Golden Pages, door to door sale, and the

    local newspapers.

    • Customer Service- Smartcrew4you recognizes superior customer service isrequired for success and this will be constantly emphasized.

    2.1. Product Marketing

    The service itself is a key component to our marketing mix. Our service should be our best advertisement. In this case even more so than with many other businesses, we have to develop contacts with people who can be our

    recommenders

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    Insulation depth 150mm

    Quote prices for external Insulated render and cladding systems costing around €80-120 per square meter applied, dependent on the condition of the exterior

    surface, detailing and scaffolding requirements. A semi-detached house, withsome 80m2 of walls is likely to cost €9000.  

    2.3. Promotion

    Our promotion strategy focuses heavily on Public Relations, with strongemphasis on advertising or direct marketing.

    Measure Approximateinstalled cost ( perm2) 

    Cost of insulating a typical80m2 dwelling 

    FlexibleThermal Lining

     €16 DIY /  €30-35supply & apply

     €1280 DIY /  €2400-2800supply & apply

    Rigid ThermalBoard

     €45-50  €3600-4000

    ExternalCladding /Render

     €80-120  €6400-9600

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    We will focus on getting referrals from:

    retrofit companiescurrent clients

    Our referrals hinge upon key relationships with other companies in retrofitand insulation services. By building these marketing relationships we will also

     build a sales pipeline for new clients.

    2.3.1. Advertising

    To reach individual customers, an advertising campaign will be

    undertaken in the Internet, Golden Pages as well as the local newspapers.

    2.3.2. Direct Marketing

    Smartcrew4you direct marketing will be To reach potential customers,Smartcrew4you will use a direct marketing strategy of leaving leaflets and

    flyers in mailboxes.

    3. Market Research

     Number of Residential Dwellings in Ireland

    I d h i d f h h ll f i h id i l i

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     Number of "Permanently Occupied Dwellings" in Ireland

     Year 1961

    1971 1981 1986 1991 1996 2002 2006

    Number

    (‘000) 

    676 726 896 964 1,019 1,114 1,279 1,463

    The number of housing completions since 2006 is set out in table below.

    House Completions Since 2006

     Year 2007 2008

    Number(‘000) 

    78 51

    Housing types in the building stock: 

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    Of the approximately 356,000 houses completed between 1992 and 2001,

    approximately:

    • 100,000 were detached 

    • 213,000 were semi-detached/terraced

    • 43,000 were apartments 

    We can therefore estimate the incidence of BER ’s according to building type as set

    out in table below.

    The Table Estimated Building Energy Rating of Current Housing Stock  

     Year(inclusive)

    Pre-1972

    '72-'78

    '79-'81

    '82-'91

    '92-'01

    Rating F-G E1-E2 D2 C3-D1 C2

    Detached 240,000 93,000 44,000 116,000 100,000

    Semi-detached

    186,000 73,000 34,000 91,000 213,000

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    Market forecasts 

    Given current installation rates it is estimated that only 15% of existing solidwall properties will be insulated by 2020 unless there is major acceleration of

    solid wall insulations and possible market transformation

    Greater emphasis in Government schemes needs to be put on solid wallinsulation and market transformation needs to be backed up with vigorous

     promotion, financial incentives and product innovation

    Research is required to provide more robust data on domestic solid wallinsulation, in particular costs, the value of the industry, installation rates, barriers to growth, trends and forecasts. There is also a need for a product

    audit to detail the different solid wall insulation systems available, their

    characteristics, benefits and applications.

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      Appendix

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      Appendix

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      Appendix

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