Classique Gifts Etc.
Strategy and Implementation Summary
Classique Gifts Etc. will develop product offerings and marketing strategy to increase its customer base while driving sales and profit. The following sections review the various strategies that will support this effort.
5.1 Marketing Strategy
Classique Gifts Etc. will focus its marketing efforts by advertising in the Lexington Herald-Leader and Insight Media Advertising on cable TV.
We will also increase consumer awareness, retain the existing customer base and promote sales via seasonal postcard and newsletter mailings. The mailings will announce special events or holiday specials during the year. These events will be used to sell slow-moving products and vendor special promotions. This means our marketing resources will be centered around both sales promotions (events, displays) and personal sales (customer service, friendly atmosphere).
Classique Gifts Etc. will offer $5 coupons for every $100 spent. The coupon can be used by the customer on future visits to the store.
5.2 Sales Strategy
Classique Gifts Etc. will approach sales from a salesperson-customer relationship basis. All customers will be assisted in a very personal manner. Gathering key customer information and seeking performance feedback on the products and services offered will assist us in the following ways:
- Targeting our marketing efforts more effectively.
- Developing product offers and merchandising formats that will increase sales.
- Developing services that enhance the shopping experience.
- Increase awareness of Classique Gifts Etc. within the retail consumer marketplace.
- Develop future sales opportunities that allow for continued growth of the business.
5.2.1 Sales Forecast
Sales in the retail gift and collectible doll industry is enhanced by seasonal holidays and special gift giving occasions. The following sales forecast is from direct retail sales and does not include miscellaneous income. The figures also include dips in sales for those slow periods the business usually experiences in the summer months.
|Year 1||Year 2||Year 3|
|Dolls & Accessories||$72,105||$80,758||$90,449|
|Direct Cost of Sales||Year 1||Year 2||Year 3|
|Dolls & Accessories||$40,871||$42,915||$45,060|
|Subtotal Direct Cost of Sales||$81,756||$85,844||$90,136|
5.3 Competitive Edge
Classique Gifts Etc. will establish itself competitively as a unique retail environment through product offering and friendly, personal customer service. With St. Joseph Hospital, medical offices, the Kentucky Inn, the University of Kentucky and the Campbell House all located within 1/2 mile of the proposed site, we will attempt to offer items that appeal to this diverse population as well as the doll collector.
The following table lists important milestone dates.
|Milestone||Start Date||End Date||Budget||Manager||Department|
|Negotiate and Sign Lease||11/18/2003||12/31/2003||$0||Charles||Department|
|Purchase Start-up Equipment||11/18/2003||12/31/2003||$0||Charles||Department|
|Store Open For Business||2/1/2004||2/2/2004||$0||Charles/Brenda||Department|