1. PROMOTION PLAN FOR
NEW PETERSON CAT REPRESENTATIVES
PREPARED FOR:
Tom Bagwell
PREPARED BY:
Carrie Fu
Paul Lim
Shelby Pesenti
Michelle Chan
Yun Luo

2. Executive Summary
Companies often face similar problems when a sales representative moves on. During the
transition period, customers are faced with the decision of staying with the current company or
taking their business to another company. Their loyalty may be with the sales representative
and now the company they conducted business with for many years.
Peterson Cat’s current transition process for new sales representatives is costing thousands of
dollars in potential sales. Their customer base is not informed of the change and further
increases the introductory period. A quality focused company like Peterson Cat should not risk
losing valued and profitable customers due to the lack of communication.
Our team has created a standardized process of informing the customer base to ensure
satisfaction and loyalty to Peterson Cat during the transition. The plan is easy to implement,
captures lost sales revenue, and inexpensive. Once the program is in place, this process can be
used by future sales representatives. Customers will appreciate the extensive effort put into
this transition because instead of starting off with a blank slate, they know the new sales
representative will provide high quality service.
Currently Peterson Cat and their competitors do not utilize a promotion plan for new sales
representatives. This is quite unusual because resources are allocated to market the company
or product, but not the sales representative who is the face of the company. They are the ones
promoting the brand and selling the products. Our promotions plan will be completely new and
high uncertainty costs would be a reason not to proceed with our process.
Uncertainty is a risk, but a risk we believe you should take. Peterson Cat has been in business
since 1936 and is the leader in the industry. You are known as the company who solves their
customer’s problems and this is a problem for your customer. Our team believes that our
standardized process is the key to decreasing the introductory period for new sales
representatives. We recommend proceeding with our promotion plan so that Peterson Cat can
acquire the thousands of dollars of lost revenue during the transition.

3. Segmentation Strategy
Our Strategically Valuable Target (SVT) is the top 40% of each sales representative’s customer
base. These customers are large corporations that include Kaiser Permanente, Intel, and
Genentech and produce the most revenue for each sales representative. They require
maintenance service for multiple generators that provides power to save lives and continue
ongoing research. The decision makers are often inundated and overwhelmed with tasks and
like to have a point of contact they can trust to do the job.
Final Positioning and Messaging Statement
Our slogan for this promotion plan is “Built on Lasting Relationships” and the positioning
statement is as follows:
“For Peterson Cat customers, our sales representative will be the most knowledgeable and
helpful person with regards to your service needs. Our sales representatives come knowing
your problems first hand and know how to help you fix it.”
By shifting our focus to lasting relationships, we want to help make the decision maker’s lives
easier. The relationship is no longer just with the sales representative, it is with Peterson Cat. A
smooth transition for the customers will continue the trust they have for the brand. With that
in mind, Peterson Cat can continue to provide the world class service they are known for.
Marketing Campaign
I. Deliverables
We will be using a combination of communication tools to help inform customers and
introducing them to new sales representative quickly and efficiently.
Email (exhibit 1): We chose to utilize email as part of our plan because communication can be
done quickly and cost nothing to Peterson Cat. Technology plays a key role in every company
and email is the preferred way of contact. Existing clients can be notified during or after the
transition so they are always informed. We want the customers to be provided with the
information first without them having to seek it on their own.
Our email will include a short biography, contact information, link to personal webpage, and a
photo of the new sales representative. In addition to providing information, the email will also
introduce our new sales representative promotion and we will utilize the promotion to capture
the attention of our customer. The promotion offers 10% their service costs if they sign a year
contract (exhibit 4).
Website (exhibit 2): The decision makers don’t always have the time to meet in person, but
they will have time to click a link that leads them to a webpage. Each sales representative will

4. have their own personalized URL that leads to their webpage that will be the go-to place for
customers to learn more about their new sales representative. This makes the sales
representative seem more approachable. The webpage will be maintained by the sales
representative and can be used to provide customers with a constant flow of information.
Customers can set up an appointment or contact the sales representative directly from the
webpage.
The website will have a detailed biography, current photo, contact information, and current
promotion. A template will be provided to each sales representative and they can fill in or
customize their website to their liking.
Letter (exhibit 3): In addition to emails, letters will also be distributed by mail. While many
companies utilize email for their communication needs, advanced filters or noise from
competing emails may lead to them missing the email. This is where the letter is helpful
because it is another way of reaching them.
Just like the email, the letter will include a short biography, contact information, mention of the
new sales representative promotion, and a photo. The only difference is the appearance of a
QR code that customers can scan with their smart phones that lead them to their personalized
webpage. To ensure that the letter won’t be tossed to the junk pile, we will send the letter in a
yellow envelope that is hand addressed to the customer.
Welcome Bag: We chose to add a welcome bag as part of the promotions plan to increase the
chances of meeting the decision maker. The customer always receives calls and visits from
sales people trying to obtain their business. Instead, our sales representatives will stop by to
drop off welcome bags to show our appreciation for their continued patronage with Peterson
Cat. The welcome bag is seen as a more friendly approach with not appearing like a sales call so
it increases their chances of meeting. The welcome bag will include promotional items tailored
to the customer and their industry.
II. Offer
We are offering a promotion of 10% off if the customer signs a contract for a year of service.
This promotion is a limited time offer that expires within 2 months of receiving the coupon.
Our team believes that providing a limited time offer will decrease the introductory period
greatly. Those still under their current service contract could extend it for another year.
III. Timeline
Email is sent out first, followed by the letter, and then the welcome bag.
IV. Budget
The final budget for this project is $ 3,088.82

5. Deliverable Cost
Mail $65.78
Email 0
Website $421.75
Welcome Bag $2601.29
V. How does your campaign work?
After a sales representative completed the required training, testing, and job shadowing, which
takes 30 days, an email is sent out to their customer base. The introductory letter will be sent
within a week of the time the email contact. Within a month of the email and letter contact,
sales representatives are to visit their top 40% of their customer base to form an introduction
and drop off a welcome bag.
The new sales representative promotion of 10% a year of service will decrease the introduction
period and we anticipate it going from 18 months to 9 months. We will measure the
effectiveness of our marketing campaign by placing Todd’s direct contact number on the
coupon. We will utilize the calls to Todd’s phone number as a way to track the campaign.
Return on Marketing Investment
PresentUsers
Presentincome flow incategory 0
Share of requirements <1%
Customerincome flowtobrand 0
ContributionMargin% 25%
ContributionMargin$ 0
Income flowwithoutabrandcommunicationprogram 0
ContributionMarginwithoutaBrandCommunicationProgram 0
Income flowwithabrand communicationprogram 100000
Gross ContributionMarginwithaBrand CommunicationProgram 25000
Brand CommunicationInvestment 3036.51
NetcontributionMargin 21963.49
Difference inContributionMarginswithandwithoutbrand communication 18000
Return on Investment 593%

6. Exhibits
Exhibit1

7. Exhibit2

8. Exhibit3

9. Exhibit4
To redeem, call (510) 715-8695