Terra Carpet PowerPoint English Slides 2023
- 1. Millennium Terra Carpet 20000313. 20000323. 20000245. 30000009. 20000282
- 2. Executive Summary • Marketing Plan and Objectives: • Introduce the products to the public. • Attract new customers. • Maximize sales volumes. • Expected Outcomes: • Entering a new market. • Increasing sales by at least 20%. • Strengthening brand image and customer loyalty.
- 3. Implementati on Strategies • Current Actions: • Online advertising and social media promotions. • Product coupons and special offers. • Bonus system for new customers (e.g., free delivery). • Strategic Goals: • Reduce product prices to the lowest level compared to competitors. • Increase sales figures by 20% within 12 months. • Strengthen the company’s market position. This marketing plan is designed to contribute significantly to the overall success of Millennium Terra Carpet.
- 4. Company Overview • Founding and Location: • Established: March 5, 2020. • Location: "Free Economic Industrial Zone," Urgut district, Samarkand region. • Products sourced exclusively from URGAZ Carpet Company, which has 28 years of experience. • Company Scale: • Official dealer of URGAZ. • Staff: 15 professional employees. • Branches: 2 (both in central, market-adjacent locations). • Mission: • Offer high-quality, stylish carpets suitable for every budget.
- 5. Product Highlights and Services • Core Products: • Eco-friendly carpets. • 100% quality products made with modern technology. • Exclusive limited-edition carpets. • Custom carpets tailored to customer designs. • Additional Services: • Carpet installation and maintenance. These features make Millennium Terra Carpet a trusted and versatile choice for customers.
- 6. Market Segmentation • Demographics: • Age: 25–40 years old. • Profile: New families, individuals moving into new homes, and home-building companies. • Income: Middle-income households and office workers. • Geographic: • Residents of newly built homes or apartments in the city and districts. • Markets with potential for territorial expansion. • Psychographic: • Price-sensitive customers who value quality. • Individuals seeking cost-effective ways to enhance their home's appearance. • Behavior-based: • First-time carpet buyers (e.g., new families). • Customers prioritizing affordability and quality.
- 7. Target Audience • Primary Audience: • Newly formed families and modern homebuyers with a high demand for affordable, high-quality carpets. • These customers often purchase carpets as their first home interior item. • Why This Audience? • High market demand for cost-effective, quality carpets despite competition. • This group frequently updates household items, offering opportunities for marketing improvement and customer engagement. Focusing on this audience will help refine and expand the company’s marketing strategy.
- 8. Situation and Company Analysis • Market Condition: • Highly competitive carpet industry in Uzbekistan. • Key players include URGAZ and other local manufacturers. • Millennium Terra Carpet differentiates itself with: • Affordable pricing. • Customization options. • Good quality targeting middle-income customers. • Competitive Forces: • Competes with eco-friendly and custom product makers. • Balancing quality and affordability is essential to attract price-sensitive customers. • Market Trends: • Growth of online shopping and digital marketing expands audience reach. • Increasing urbanization and new housing developments drive demand for home goods.
- 9. Strengths, Weaknesses & Impact on Strategy • Strengths: • Partnership with URGAZ for reliable sourcing. • Unique offerings: limited edition and eco-friendly carpets. • Value-added services: free delivery for new customers. • Weaknesses: • Small workforce (15 employees) limits scalability. • Dependence on a single supplier (URGAZ) poses risks. • Lower pricing strategy may reduce profitability in highly competitive markets. • Impact on Marketing: • Strengths align well with customer needs for quality and affordability. • Online and location-based strategies enhance visibility and accessibility. • Weaknesses could limit product diversification and market expansion. Strategic focus on unique selling points and overcoming operational constraints is key to success.
- 10. Marketing Mix Overview • Positioning: • Millennium Terra Carpet is positioned as a brand offering: • Good quality. • Eco-friendly and customizable carpets. • Affordable prices. • Focused on attracting new homeowners and families who value quality and affordability. • Pricing Strategy: • Competitive pricing to attract price- sensitive customers. • Promotions and rewards to enhance value and encourage loyalty. • Balances affordability with profitability while maintaining product quality.
- 11. Distribution & Promotional Activities • Distribution Strategy: • Leverage branches in high-traffic urban and market areas for accessibility. • Expand online presence to cater to digital- savvy customers. • Promotional Activities: • Blend of traditional and digital marketing strategies. • Key activities: • Social media ads and online promotions to engage young, tech-savvy buyers. • Free shipping and special rewards for first-time customers. • Regular discounts and participation in housing fairs to boost visibility and sales. This marketing mix is designed to strengthen the brand’s market presence and drive growth.
- 12. Identified Marketing Issues • Slowed Growth: • Millennium Terra Carpet has a good reputation but is facing slowed growth due to increased competition and weaknesses in the marketing plan. • Competitive Pricing: • New competitors are offering lower prices and modern advertising strategies, attracting more customers. • Limited Social Media Presence: • The company is not active enough on social media and does not provide sufficient product information on these platforms.
- 13. Additional Marketing Issues Flexible Payment Options: Competitors offer installment plans (e.g., paying over 1 year), which is appealing to customers purchasing large quantities of products, like carpets. Millennium Terra Carpet lacks such flexible payment options, limiting its appeal to customers with budget concerns. Customer Feedback and Retention: There is no system for gathering customer feedback, especially from those who visit the store but leave without making a purchase. Collecting customer opinions is crucial for improving services and retaining future customers. Addressing these issues is key to maintaining competitive advantage and fostering growth.
- 14. Marketing Strategies to Overcome Issues • Increase Social Media Activity: • Boost brand awareness by becoming more active on social media platforms like Instagram, Facebook, and TikTok. • Share high-quality photos and videos that catch customers' attention immediately. • Promotions and Discounts: • Organize regular promotions, such as discount weeks or special offers. • Example: 10% discount for new homeowners or a "buy 5 carpets, get 1 free" promotion. • Product Guarantees: • Offer a 5-year product guarantee. • Highlight the use of European technology in production, with eco-friendly practices.
- 15. Customer Convenience and Market Positioning Installment Payment Plans: Provide convenient payment options like installments through a partnership with Uzum Nasiya. Targeting New Homebuyers: Focus on families who have recently purchased a new home, as they seek quality, affordable products. Tailor products and services to meet the needs of this audience. Expected Outcomes: 20% increase in sales within 12 months. Enhanced brand recognition on social media platforms. Stronger market position and expanded customer base. These strategies aim to improve Millennium Terra Carpet's competitive position and increase customer loyalty.