The marketing plan aims to expand the heating and cooling company's commercial sector operations over three years. Key strategies include launching a three-pronged promotional approach, reducing customer acquisition costs, and expanding the client base by 30% in the first year. Market research will analyze competitors and customer satisfaction ratings. The budget allocates funds towards marketing, promotions, research, and overheads to achieve sales growth targets and cost reductions.
1. MARKETING PLAN
EXPERTISE
HEATING & COOLING
Dean Ellul
The Director,
Tel : 9020 7260
Mob : 0425 169 060
Email : info@expertiseheatingandcooling.com.au
2. Contents……………………
1. Executive summary
2. Vision , Mission & the Goals
3. Current Market analysis
4. Company SWOT analysis
5. Target segment analysis
6. Research
7. Competitor details &analysis
8. Key marketing strategies
9. Marketing Budget
10. Business Budget
11.Milestone plan
1. Executive Summary
The Heating & Cooling market potential in Victoria is considerable large and the
value fluctuates It is increasing/decreasing/flat over last 5 Years/months. The market
is segmented according to applications primarily and user level (domestic, Real
estate, Institutes etc...). Our target market in this Marketing plan is the commercial
sector in which institutes and other commercial structures falls in. We do have
competition from similar companies serving the same segment.
“The Expert” stands for Installations, repairs and servicing of most of brands and
installations in Heating and cooling.
Be it Ducted heaters, Space heaters, Wall furnaces, Room heaters, Hydronic
heaters, Boilers, Ducted heaters, Oil converted heaters or Cooking appliances in
Heating. Split system, Evaporative cooling in Cooling, The Expert is striving to be the
most favoured in all Installations, repairs and services.
The aim of this marketing plan is to expand the existing Heating & Cooling operation
more towards commercial sector within the target period of three years. The
conventional 4P’s (Price, Promotion, product & place) were used in this plan as the
underline structure.
The Expertise Heating & Cooling is in the business for the last three years. During
this period, we’ve made a solid base in customer satisfaction, work quality, Safety
procedures and all our Technicians have Plumbing Industry Commission Gas Fitters
Licence, Working and Children Checks, Police Checks, Electrical D Permit Licences
and Vic Schools Induction Card.
Our annual sales figures have shown an upward trend even during this short time.
The company has its operation staff; mainly of technicians, operation support &
administration and Marketing staff. We believe in completing a job to both parties
satisfaction thus creating more network business as a word of a satisfied client is
stronger than a promotional strategy.
3. The plan as it elaborates in this document shows that the company is trying to place
itself more in the commercial segment of the market and how it’s gearing towards
that. The Goals are clearly defined outlining our objectives. These are achievable
milestones with careful planning, execution, follow up and review.
2. Business Vision
To be the most favoured and trustworthy Heating & Cooling service provider in
Victoria within next three years.
Derived mission & Goals
To satisfy the customer requirement 100% drawing more network clients in the
process.
During this process the company goals covering all Company, Marketing & Financial
would be,
• To increase the gross Income up to AUD 10,000/week
• Develop and brand the company within the first year of this plan
• Provide excellent customer Service
• Build up teamwork with mutual understanding and trust
• Continuous team performance review and training-marketing
• Team Business promotion
• Build long term relationship with clients
• Launch the three pronged promotional strategy of traditional approach (Flyers,
Ads in local papers etc...), On-line Marketing (Keyword search engine, pay on
line) and Social media.
• Lead to business conversion rate increase
• Price review as per the competitor pricing
• Cost per service reduction including promotion
• Expand the Client base by 30% within first year
4. 3. Current market analysis
The Heating & Cooling market is growing and in line with that we’ve seen a growth in
our operation.
As mentioned in the summary we contribute to most of the areas in the Cooling and
heating market covering mostly Domestic and commercial sector. As in the lower
level to middle level service provider, we are surrounded with substantial amount of
competitors.
4. SWOT Analysis of the Company
Strengths 24/7 Callout system
Lean structure , process time minimum
Cover almost all applications in a household
Quick response
Parts back u warranty
Excellent customer service
Weaknesses No service provided for Duct cleaning
No service provided for split system coil cleaning
Opportunities More service conscious clients (commercial)
More opportunities in Domestic market
Threats Competitors packages includes the services we do not provide
The most important area is the target market (target customers). The existing target
segment consists of real estate, domestic sector and selected commercial area.
5. 5. Target segment Analysis
Domestic Real Estate Commercial
Need
Product /Service
Benefit
Profile
Detailed table in the attachment
To have a brief market research involving both primary data (telephone/Email survey)
and secondary data (historical; financial statements, published data)
6. Research
Primary Search
Rating – 1- Exceed expectation, 2- completed as expected, 3- just solved the
problem, 4- problem not solved/ you are not satisfied
Telephone Email
Have you had any hot
water, Gas , Air
conditioning problem
during past 6 months- Y/N
How did you solve the
problem -By your own/
service provider
If it is a service provider ,
how do you rate their
response time
If it is a service provider ,
how do you rate their
execution of work in terms
of technical knowledge,
safety & speed
If you are not satisfied with
the service rendered ,
6. would you like to register
with us –no fee, Yes/no
If yes , pls provide the
telephone no & address
*We may have to disclose the pricing & need a general pricing structure +
travelling
Pricing structure has to be reviewed taking the customer behaviour (Price sensitivity)
in to account. More additional services can be incorporated to make it more
appealing
Competitor SWOT analysis to reveal their strengths & weaknesses.
7. Competitor details & Analysis
Competitor Age & size Market share
(%)
Value to
customers
Strengths &
weaknesses
SWOT Analysis of Competitors
Strengths
Weaknesses
Opportunities
Threats
7. 8. Key Marketing strategies
Activity/Milestone Responsible Date of
expected
completion
Cost Review
cost Vs. leads
Promotional Strategies
Website & keyword
optimization
Online advertising
Flyers (Local)
Blogs, Twitter,
Facebook(company)
SMS
Straight web ads
(without mentioning
company)
Publications &
catalogues (to be
mailed to schools,
TAFE, etc..)
The Expert – web
blog
Pricing Strategies
Specified service
only & ad-on
services(packages)
Lead cost reduction
Service package &
pricing
Product/Service Strategy
8. Channels/place
Lead conversion
Technicians
Feedback forms
including
mentioning our
other services,
Pricing, any
replacements.
9. Marketing Budget
Item Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing/promotion
Marketing agency
Radio/ Television
advertising
Print advertising
Online advertising
Social media
Web search optimisation
Marketing/Promotional
Total
Overheads
Research
Travel
Office expenses
Administration
Incidentals
Overhead total
Total expenditure
9. 10. Business Budget (Sales & Expenditure Budget)
Item Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Product/Services Sales
Total Product sales
Total services
Cost of sales
(Products, Parts etc..)
Total Sales
Accounting
Bank Fees
Cleaning
Freight and postage
Travelling & Vehicle expenses
Insurance
Interest
Total Marketing and advertising
cost
Materials and stock
Motor vehicle expenses
Gas& Power
Rent
Repairs and maintenance
Salaries and employee
expenses
Stationery
