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Hygiene Inc. Marketing and Strategy

I am assigned a company that I need a marketing plan for as follows;
Page # 1:Executive Overview
 Page # 2: Company Overview, Objectives and Goals
 Page # 3:Situation Analysis
 Pages # 4-5:Segmentation, Targeting and Positioning Analysis
 Pages # 6-7:Market / Product / Customer Analysis
 Page # 8: Marketing Strategy
 Page # 9:Financial Projections
 Page # 10:Implementation Plan
 Page # 11:Evaluation and Control Metrics
 Page # 12 + Appendix (References, other information that might be of benefit)

EXECUTIVE SUMMARY FOR HYGIENE INC.
There is a wide variety of giveaway items that can be used for promotional purposes by companies. We have all received promotional pens, notebooks, mouse pads, or coffee cups at times, but many of us either stuffed them in a drawer, or they ended up in a trash can. I am going to introduce a product that is very popular and convenient for people to use on regular basis.
A wet wipe, also known as wet towel, is a product that is moistened with antibacterial sanitizer and custom fragrances. Wet wipes are made out of either cotton or paper. This disposable product is folded and individually wrapped for convenience. Wet wipes are used for cleaning purposes such as personal hygiene or household cleaning. They are soft and excellent absorbents. Wet wipes are very sanitary and convenient products.
Our goal is to achieve 100% customer satisfaction. Hygiene Inc. will focus on restaurants to promote this item initially. I and two other co-managers will target all the franchise restaurants that are in 50 miles radius and visit their locations to build business relationship with branch managers to introduce our product. We will have a catalog ready and a few samples of different sizes and sample fragrances.
Hygiene Inc. plans to produce wet wipes as a promotional giveaway item. Wet wipes will be individually wrapped and size can be customized. Most favorite size selection is 6x8. The packaging can carry company logo, contact information, or even a discount coupon for returning customers. Advantages of this promotion is that people are constantly reminded of the company keeping it in their purse
Our pricing range is $0.028-$0.056 each which includes 2 colors printing for sizes 2x3-6x8. In addition to these prices, there is an additional charge of $15 for each additional color, $25 for picture printing. For logo prints, there is a one-time engraving fee of $25 for each color in the logo. We require minimum 10000 pieces. For 6x8, 3 colors individually wrapped wet wipes with customer preferred fragrance, it would cost approximately $575 plus shipping for 10000 wipes including $345 in expenses $230(40%) mark-up.
The capital that is required for the project is $75000 that covers all initial development expenses. Ongoing expenses will be covered by sales. Our expected market share will grow rapidly in the first two years than stabilize thereafter. The loan will be paid off within 18 months. We are not expecting any competitors for the first year except some online companies and our prices are 30% to 50% lower than those online companies.

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EXECUTIVE SUMMARY FOR HYGIENE INC.
There is a wide variety of giveaway items that can be used for promotional purposes by companies. We have all received promotional pens, notebooks, mouse pads, or coffee cups at times, but many of us either stuffed them in a drawer, or they ended up in a trash can. I am going to introduce a product that is very popular and convenient for people to use on regular basis.
A wet wipe, also known as wet towel, is a product that is moistened with antibacterial sanitizer and custom fragrances. Wet wipes are made out of either cotton or paper. This disposable product is folded and individually wrapped for convenience. Wet wipes are used for cleaning purposes such as personal hygiene or household cleaning. They are soft and excellent absorbents. Wet wipes are very sanitary and convenient products.
Our goal is to achieve 100% customer satisfaction. Hygiene Inc. will focus on restaurants to promote this item initially. I and two other co-managers will target all the franchise restaurants that are in 50 miles radius and visit their locations to build business relationship with branch managers to introduce our product. We will have a catalog ready and a few samples of different sizes and sample fragrances.
Hygiene Inc. plans to produce wet wipes as a promotional giveaway item. Wet wipes will be individually wrapped and size can be customized. Most favorite size selection is 6x8. The packaging can carry company logo, contact information, or even a discount coupon for returning customers. Advantages of this promotion is that people are constantly reminded of the company, keeping it in their purse.
Our pricing range is $0.028-$0.056 each which includes 2 colors printing for sizes 2x3-6x8. In addition to these prices, there is an additional charge of $15 for each additional color, $25 for picture printing. For logo prints, there is a one-time engraving fee of $25 for each color in the logo. We require minimum 10000 pieces. For 6x8, 3 colors individually wrapped wet wipes with customer preferred fragrance, it would cost approximately $575 plus shipping for 10000 wipes including $345 in expenses $230(40%) mark-up.
The capital that is required for the project is $75000 that covers all initial development expenses. Ongoing expenses will be covered by sales. Our expected market share will grow rapidly in the first two years than stabilize thereafter. The loan will be paid off within 18 months. We are not expecting any competitors for the first year except some online companies and our prices are 30% to 50% lower than those online companies.

Company Overview
Hygiene Inc. is a new player to the sanitizer industry. The company startup includes
three members, all taking on a role of promoting the product. The product is designed as a
promotional tool for companies to promote and market their services. The types of businesses
the product is aimed toward include restaurants, specifically sit down restaurants that serve
customers at tables and booths, within a 50 mile radius. The wet wipes come packaged as single
products in a plastic wrap. The product is intended for single use. The packaging is designed to
bear the logo of the company purchasing the wet wipes as a promotional tool. Individually
packaged wipes are given to customers who patronize the restaurants, as a way of creating
awareness of the company name and logo. Restaurants can give the packaged wipes to potential
customers, to promote a grand opening or special event, for instance.
Goals and Objectives
The goals of Hygiene Inc. include creating awareness of the wet wipe product and to
become a promotional tool restaurants desire. Wet wipe product awareness is necessary for the
product to be ordered by companies looking for promotional tools. Though the restaurant
industry is the mainly the target of product promotion, organizations in other industries may
find the products useful in promotions. Promoting the product may involve identifying trade
shows and other events in the region where restaurant managers and owners are likely to be
involved.
Objectives for Hygiene Inc. are those goals that can be measured and are specific
indicators of success for the organization. Sales targets should be realistic, considering the
introduction of a new product in a limited market area. Sales of the wet wipe product can
be measured in terms of revenues and profit. The number of orders placed and filled within the
12 month time frame will serve as an indicator of revenues. Product awareness is another
objective for Hygiene Inc. Awareness of the product among the target audience members,
restaurant owners and managers, can be measured through surveys. The specific objectives for
Hygiene Inc., within the first 12 months, include:

- Minimum 380 orders in 12 months
- Minimum $149,500.00 in revenues in 12 months
- Awareness of 25% in the restaurant industry within the 50 mile radius in 12 months.
Situation Analysis
Internal Analysis
Hygiene Inc. is situated as a new entrant into the restaurant industry and in the promotional product industry. At the present time, there are no competitors offering wet wipes with company logos and advertising to restaurants in the region. Therefore, price is determined by what customers are willing to pay. A survey of potential customers in the target market will help determine optimal price. Hygiene Inc. has a unique opportunity to capture a large market share initially. However, when faced with competition in the future, the company will need to reconsider strategy, in terms of positioning and price.
External Analysis
Though the product is unique to the restaurant industry, there are plenty of competitors with different products and with variations of the current product. Cups with company logos, tins of candy, bottled water, individually wrapped mints, and hot chocolate packets are some of the competing products, which are priced between $.30 and $2.00 per individual unit (epromos.com, 2013). The introductory price of $.17 per unit should attract the interest of customers. The product is something most restaurant patrons will make use of. Wet wipes clean and disinfect. Users can clean their hands or the surfaces they may touch while away from home. The wipes in individual packets can easily be tucked away in a handbag or pocket. They are much easier to transport than water bottles, bottled water, and some other promotional products. It is assumed that many restaurant patrons will take the items and use them at a later time, where the company logo and name will come to mind again. This increases the likelihood customers will patronize the restaurants again, given service, food quality, and price are at least satisfactory. Consumers compare brands based on features or characteristics they desire. The additional reminder will give restaurants an advantage over their competitors.
The advertising and promotions industry is increasingly making use of technological advances. Social networking has become a popular channel for promotions. Hygiene Inc. can easily develop a social networking site, to direct potential customers. Even restaurants utilize the tools available online to promote their establishments. Having an online ordering system can make it easier for Hygiene Inc. to increases sales and orders.
Positioning Analysis
As a new entrant, Hygiene ...

Solution Summary

The sample plan covers several aspects of a start-up company developing a business and marketing strategy for promotional products used in the restaurant industry. The template includes many aspects of a business plan, such as financial evaluation, marketing and pricing, positioning, strategy for business development, and measures and controls of various processes.

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