Final presentation in marketing management

1. STRATEGIC MARKETING PLAN
Deves Dangol
Jason Perry
Vanessa liujia
Gregory Williams

2. INTRODUCTION
 How May We Help?
 Developing a cohesive marketing strategy for Mail Your
Mark.
 Help Mail Your Mark find Niche Markets
 Develop an operationally focused product with a 75%
repeat customer rate.
 Integrate the Mail Your Mark service with Print Avenue’s
product offerings.
 Obtain a 10% ROI on the Mail Your Mark investment
within 1 year.

3. TARGET MARKET
 B2B Market:
 Health Services
 Upcoming appointments
 Non-Profit Organizations (NPO)
 Thank you cards
 Donation campaigns
 Food Services
 Thank you cards
 Upcoming events
 Financial Services
 Seasonal cards
 Increase investment cards

4. SWOT
 SWOT Analysis


 Strengths
 Experts in the industry. Print Avenue has been in the printing business for 30 years and strives to be ahead of the
technique and technology curves.
 Strong customer base. Among the numerous existing customers are the likes of Macys and H&R Block. Because
of their existing relationships, they will be a good starting point for this new product offering.
 Minimal capital investment needed. Print Avenue has the existing print infrastructure needed to create the
process backend of Mail Your Mark. Because of this, the only needed capital is that needed to build the front
end, that being the website and corresponding technologies.


 Weaknesses
 Smaller presence in the marketplace. While Print Avenue is a leader in the print sector in regards to product and
process, they place far below some larger companies in terms of available capital, brand recognition, and number
of customers.
 No Social Media Presence. As of now Print Avenue has no presence on Facebook, Twitter, LinkedIn, or Google
Plus. Many of our competitors already have well established pages and news feeds within multiple social media
environments.
 Little brand recognition on national scale. All other competitors have established their name and brands on a
national scale through either store fronts or well-known websites. Print Avenue faces a challenge in this venture
by being confined mostly as a local name within Missouri and Texas.

5. COMP ADV
 Cost leader via supply chain
 Develop simple n easy to use

6. MARKETING OBJECTIVES & GOALS
 Objective 1: Develop an operationally focused
product that costs 25% less than the competitive
offerings within 6 months.
 Perform lean analysis of Print Avenue supply chain.
 Ensure print equipment is current enough to expedite
workload.
 Hold kaizen event with current staff and select
customers regarding new processes.
 Ensure database management is solid and not a
limitation.
 Identify cheapest shipping methods and options

7. MARKETING OBJECTIVES & GOALS
 Objective 1: Develop an operationally focused
product that costs 25% less than the competitive
offerings within 6 months.
Minimum Budget: $ 6,500

8. MARKETING OBJECTIVES & GOALS
 Objective 2: Achieve a 75% repeat customer rate
within 1 year.
 Create an easy to use website that allows clients with
any level of computer skills to easily navigate and use
the website.
 Offer technical & customer support via toll free number.
 Loyalty rewards program.
 Assign a sales representative for key clients

9. MARKETING OBJECTIVES & GOALS
 Objective 2: Achieve a 75% repeat customer rate
within 1 year.
Minimum Budget: $ 27,000

10. MARKETING OBJECTIVES & GOALS
 Objective 3: Integrate the Mail Your Mark service
into the other Print Avenue product offerings within
3 months.
 Integrate Mail your Marks web site with
www.printavenue.com
 Integrate technical & customer support via toll free
between the two ( as noted in objective 2)
 Employee training & awareness

11. ORGANIZATION CHART

12. MARKETING OBJECTIVES & GOALS
 Objective 3: Integrate the Mail Your Mark service
into the other Print Avenue product offerings within
3 months.
Minimum Budget: $ 27,000

13. MARKETING OBJECTIVES & GOALS
 Objective 4: Obtain a 10% ROI on the Mail Your
Mark investment within 1 year.
 Focus the marketing campaign towards online search
engine advertisements to new B2B.
 Utilize the Print Avenue sales force that will promote and
sell the Mail Your Mark website and product line as an
extension of the Print Avenue product lines
 Expand and develop Mail Your Mark’s and Print
Avenue’s social media campaign that will help develop
brand awareness and attract customers to visit the
product’s website.
 Develop an extensive introductory product sales
promotions and advertising campaign that is focused on
the target markets.

14. MARKETING OBJECTIVES & GOALS
 Objective 4: Obtain a 10% ROI on the Mail
Your Mark investment within 1 year.
Minimum Budget: $ 27,000

15. BUDGET SUMMARY
 Minimum Budgets
 Objective 1: $6,500
 Objective 2: $27,000
 Objective 3: $1,000
 Objective 4: $10,500
 Reserve cash: $10,000
 Inventory:$5,000
 Minimum Total Cost: $60,000

16. CONTROL AND IMPLEMENTATION
SCHEDULE
Tactic Tactics Duration J F M A M J J A S O N D
Objective 1
1
Perform lean analysis of supply chain 2m
2 Ensure equipment is up to date Ongoing
3 Kaizen event 3m
4
Database management is reviewed/updated 2m
5
Identify lowest cost shipping method(s) 1m
Objective 2
1 Develop user friendly website 4m
2
Technical and customer support via toll-free
phone number 3m
3 Loyalty rewards program 12 m
4
Sales representative for key clients 3m
Objective 3
1 Website integration with
www.printavenue.com 3m
2 Phone and website technical/customer
service 2m
3 Employee training/awareness 2m
Objective 4
1
Online search engine advertising campaign 3m
2 Expand sales force 6m
3 Expand social media campaign 3m
4 Extensive introductory product sales
promotions 3m

17. QUESTIONS?

18. CONCLUSION
 Greeting card industry ( mature industry but tech is
allowing for renewed growth)
 Comp adv
 Cost leader
 Future