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- 1. MARKETING PLAN EXPERTISE HEATING & COOLING Dean Ellul The Director, Tel : 9020 7260 Mob : 0425 169 060 Email : info@expertiseheatingandcooling.com.au
- 2. Contents…………………… 1. Executive summary 2. Vision , Mission & the Goals 3. Current Market analysis 4. Company SWOT analysis 5. Target segment analysis 6. Research 7. Competitor details &analysis 8. Key marketing strategies 9. Marketing Budget 10. Business Budget 11.Milestone plan 1. Executive Summary The Heating & Cooling market potential in Victoria is considerable large and the value fluctuates It is increasing/decreasing/flat over last 5 Years/months. The market is segmented according to applications primarily and user level (domestic, Real estate, Institutes etc...). Our target market in this Marketing plan is the commercial sector in which institutes and other commercial structures falls in. We do have competition from similar companies serving the same segment. “The Expert” stands for Installations, repairs and servicing of most of brands and installations in Heating and cooling. Be it Ducted heaters, Space heaters, Wall furnaces, Room heaters, Hydronic heaters, Boilers, Ducted heaters, Oil converted heaters or Cooking appliances in Heating. Split system, Evaporative cooling in Cooling, The Expert is striving to be the most favoured in all Installations, repairs and services. The aim of this marketing plan is to expand the existing Heating & Cooling operation more towards commercial sector within the target period of three years. The conventional 4P’s (Price, Promotion, product & place) were used in this plan as the underline structure. The Expertise Heating & Cooling is in the business for the last three years. During this period, we’ve made a solid base in customer satisfaction, work quality, Safety procedures and all our Technicians have Plumbing Industry Commission Gas Fitters Licence, Working and Children Checks, Police Checks, Electrical D Permit Licences and Vic Schools Induction Card. Our annual sales figures have shown an upward trend even during this short time. The company has its operation staff; mainly of technicians, operation support & administration and Marketing staff. We believe in completing a job to both parties satisfaction thus creating more network business as a word of a satisfied client is stronger than a promotional strategy.
- 3. The plan as it elaborates in this document shows that the company is trying to place itself more in the commercial segment of the market and how it’s gearing towards that. The Goals are clearly defined outlining our objectives. These are achievable milestones with careful planning, execution, follow up and review. 2. Business Vision To be the most favoured and trustworthy Heating & Cooling service provider in Victoria within next three years. Derived mission & Goals To satisfy the customer requirement 100% drawing more network clients in the process. During this process the company goals covering all Company, Marketing & Financial would be, • To increase the gross Income up to AUD 10,000/week • Develop and brand the company within the first year of this plan • Provide excellent customer Service • Build up teamwork with mutual understanding and trust • Continuous team performance review and training-marketing • Team Business promotion • Build long term relationship with clients • Launch the three pronged promotional strategy of traditional approach (Flyers, Ads in local papers etc...), On-line Marketing (Keyword search engine, pay on line) and Social media. • Lead to business conversion rate increase • Price review as per the competitor pricing • Cost per service reduction including promotion • Expand the Client base by 30% within first year
- 4. 3. Current market analysis The Heating & Cooling market is growing and in line with that we’ve seen a growth in our operation. As mentioned in the summary we contribute to most of the areas in the Cooling and heating market covering mostly Domestic and commercial sector. As in the lower level to middle level service provider, we are surrounded with substantial amount of competitors. 4. SWOT Analysis of the Company Strengths 24/7 Callout system Lean structure , process time minimum Cover almost all applications in a household Quick response Parts back u warranty Excellent customer service Weaknesses No service provided for Duct cleaning No service provided for split system coil cleaning Opportunities More service conscious clients (commercial) More opportunities in Domestic market Threats Competitors packages includes the services we do not provide The most important area is the target market (target customers). The existing target segment consists of real estate, domestic sector and selected commercial area.
- 5. 5. Target segment Analysis Domestic Real Estate Commercial Need Product /Service Benefit Profile Detailed table in the attachment To have a brief market research involving both primary data (telephone/Email survey) and secondary data (historical; financial statements, published data) 6. Research Primary Search Rating – 1- Exceed expectation, 2- completed as expected, 3- just solved the problem, 4- problem not solved/ you are not satisfied Telephone Email Have you had any hot water, Gas , Air conditioning problem during past 6 months- Y/N How did you solve the problem -By your own/ service provider If it is a service provider , how do you rate their response time If it is a service provider , how do you rate their execution of work in terms of technical knowledge, safety & speed If you are not satisfied with the service rendered ,
- 6. would you like to register with us –no fee, Yes/no If yes , pls provide the telephone no & address *We may have to disclose the pricing & need a general pricing structure + travelling Pricing structure has to be reviewed taking the customer behaviour (Price sensitivity) in to account. More additional services can be incorporated to make it more appealing Competitor SWOT analysis to reveal their strengths & weaknesses. 7. Competitor details & Analysis Competitor Age & size Market share (%) Value to customers Strengths & weaknesses SWOT Analysis of Competitors Strengths Weaknesses Opportunities Threats
- 7. 8. Key Marketing strategies Activity/Milestone Responsible Date of expected completion Cost Review cost Vs. leads Promotional Strategies Website & keyword optimization Online advertising Flyers (Local) Blogs, Twitter, Facebook(company) SMS Straight web ads (without mentioning company) Publications & catalogues (to be mailed to schools, TAFE, etc..) The Expert – web blog Pricing Strategies Specified service only & ad-on services(packages) Lead cost reduction Service package & pricing Product/Service Strategy
- 8. Channels/place Lead conversion Technicians Feedback forms including mentioning our other services, Pricing, any replacements. 9. Marketing Budget Item Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Marketing/promotion Marketing agency Radio/ Television advertising Print advertising Online advertising Social media Web search optimisation Marketing/Promotional Total Overheads Research Travel Office expenses Administration Incidentals Overhead total Total expenditure
- 9. 10. Business Budget (Sales & Expenditure Budget) Item Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Product/Services Sales Total Product sales Total services Cost of sales (Products, Parts etc..) Total Sales Accounting Bank Fees Cleaning Freight and postage Travelling & Vehicle expenses Insurance Interest Total Marketing and advertising cost Materials and stock Motor vehicle expenses Gas& Power Rent Repairs and maintenance Salaries and employee expenses Stationery
- 10. Subscriptions Tax Telephone Total Cost Total net 11. The milestone plan Milestone Start date End date Person Budget Expected results Remarks