Problem:
It is time to start writing the marketing plan for Global Gadgets Imports, produce a 1-2 slide presentation for each question (with speaker notes for each slide) that addresses the questions in these pertinent marketing areas.
* Partnership:
GGI does not have a large marketing budget and would like to seek cooperative marketing opportunities. We need to do all we can to get our "Branding Strategy" (see Packaging section) visible as soon as possible. We could prosper by partnering with existing businesses that already have brand recognition. Be sure to support your suggestions with sound marketing theory.
* Promotion:
Put together a sample marketing campaign plan, which includes many forms of marketing such as digital promotions (i.e., e-marketing via website, email) and non-digital promotions (i.e., direct mail, print advertising, in-store signage). In this plan, cover the relevance of each to GGI and its target market, the importance of timing, and how these different elements work together to reinforce a message.
Case Scenario:
Global Gadgets Imports (GGI) began operations in 1992 as an importer of home decor and gift items. Initially, GGI imported from various Asian manufacturers and sold its inventory through a network of distributors and other intermediaries who supplied to the retail and mail order catalog market. In 1995, GGI opened its first retail store. This decision was fueled by a desire the owner had to be closer to the consumer and capture the high profit margins possible through eliminating the distributors. The success of this one location led to the opening of ten additional stores in a three state region, while the distributor business also continued to grow.
After ten years in business, GGI deals almost exclusively with one manufacturer so import and distribution functions are somewhat optimized. However, over the last year, revenues from the wholesale business have been slipping, while store sales remain flat. Management believes the weakness to be marketing. GGI has a few ideas that might turn the business around and bring new growth. They want to hire you to give them guidance and direction on this marketing project.