Objectives Of Kohler Marketing
Kohler’s large presence in the faucet industry creates an opportunity to bring new and innovative products to market. Kohlers mission, “At the core of Kohler Styles change. But some things should never be altered, like our commitment to bold innovation and gracious living.” (“Mission,” n.d.). Guided by their core values, Kohler is pushing the industry forward with the introduction of the Hygieia.
• Increase target market awareness through social media, advertising, and on premise demos/promotions among the 25-40-year-old population by 30% within one year.
• Inform target audience about our features and benefits of Hygieia, and its competitive advantages leading to a 10% growth in overall sales.
• Become the preferred …show more content…
Such as large businesses, restaurants, hospitals, and schools that are looking for a “peace in mind” of a healthy environment, and are cautious about spreading infection-causing germs. When the product is successful, we can look at moving into the residential market, once we can find a more price friendly alternative in manufacturing costs.
Action Programs All implementation activities are to begin at the start of the next fiscal year on January 1. Unless specified, all activities are the responsibility of Kohlers president, David Kohler. Implementation of the Hygieia, will begin in Q2 with a test market of the top 200 stores for The Home Depot and Lowes. Then expanding to an additional 1000 US stores in Q4, international sales will not start until the beginning of the fiscal year in 2018.
January 1: Kohler will create a sales, marketing, and analysis manager positions to oversee the roll out of the Hygieia line. The marketing and sales positions will be overseen by the current sales and marketing directors. The directors will then report directly to the VP of marketing and David Kohler. The marketing team will consist of one marketing manager, and one product manager, while the sales manager will be one position that work with the sales director. The analysis team will be managed by the sales …show more content…
Final version of the insert flyer will be manufactured and shipped out, to arrive to all select stores by April 20th.
April 15: Conference Call. Final Edits are made to commercial ad, radio ad. Copies are sent to the legal department, and The Home Depot, and Lowes channel members.
May 1st: Merchandising execution teams (MET), and the sales force teams receive instructions on (POP) Executions. Social media campaign starts teasing about (BOGO), new lower prices (NLP’s) that will be effective May 6th through July 28th 2017.
May 15: Conference Call. Analysis on current sales trends before promotion, and after promotion lift in sales. Improve on areas that can show better sales. Start radio ads that will run from May 15th through June 2nd. Send additional merchandise to higher volume stores.
June 1: Begin creating radio ad for July 4th.
June 15: Conference Call. Track current sales. Send additional inventory to high volume stores. Promote current deals through the Kohler website, and social network campaign will launch with full efforts on Facebook, Google+, and twitter (CITEbook). Send out new insert flyers for July 4th to all select