Earthly Clean will leverage their multi-pronged competitive edge of a quality product, competitive pricing, and a grassroots, non-corporate business model. These three advantages will resonate with the target market.
Earthly Clean will have a marketing strategy that will focus on the green or environmentally friendly aspect of their products, the fact that profits go to support a green, grassroots organization instead of a large corporation, and lastly, the opportunity for the consumer to take a more active role with the company with the possibility for an additional source of income.
Earthly Clean's sales strategy will focus on the high quality products offered and the ability to offer 100% customer satisfaction, ensuring a happy customer constituency.
Earthly Clean's has identified a multi faceted competitive edge that will assist them in their fast market penetration.
The marketing strategy is based on the need to generate visibility for Earthly Clean as a company that offers the following advantages:
The marketing strategy is one based on grassroots networking. This strategy is most effective when the person selling the products is passionate about what they are selling. This is specifically why environmentally friendly cleaning products were chosen, it is easy for people who care about the environment to be passionate about the products.
Networking is the key to increased visibility and distribution. Networking will take place in a number of venues including: the traditional work environment, social organizations (such as the Lions Club), religious organizations, and other gatherings/situations that bring people together. The distributor sets up a meeting with the prospective person (someone they generally already know and have some sort of relationship with), shows them the product catalog and provides them with samples. Once the consumer has had a chance to use the products and been impressed by them, another meeting can be scheduled to determine if the person is interested in making a purchase, and/or is interested in an additional source of income selling these environmentally friendly products.
Earthly Clean's sales strategy will emphasize their high quality products and 100% customer satisfaction. By combining these two benefits, consumers are able to try the available products risk free. This provides them with the opportunity to test them out and determine if they are as good as they claim to be. Once the consumer has recognized the outstanding quality that Earthly Clean offers, the option of becoming a distributor becomes all the more attractive. If the consumer truly believes in the product, then it becomes that much easier to convince them that there is an excellent opportunity available that allows them to sell a product that they believe in, obtain an additional source of revenue, and make a positive impact on the environment. All of this will be done on a grassroots, one-to-one level.
Earthly Clean will be tracking both the sales to the individual consumers and the revenue received through commissions from sales from the various distributors. The forecast indicates that initially the bulk of revenue will be from sales to the individual customers. As time progresses and more distributors are secured, the amount of revenue from the distributors will increase. Earthly Clean has adopted a reasonably conservative sales forecast. Please review the following table and charts for a graphical representation of sales.
Earthly Cleaning has identified several milestones which will be used as goals for the organization. Milestones were chosen to be as quantifiable as possible to aid in achievement. The following table details the specific milestones and provides a time frame for the accomplishment of each one.