MKT/571 Assignment for Marketing...Repositioning an established product

1. SCREWMAT-Small Appliance
Magnetic Pad IMC Plan
T.L. Dashner
MBA UOP MKT/571
September 2014

2. All About SCREWMAT-Small Appliance
Magnetic Pad
• The original SCREWMAT was
developed and patented by Alex
Iser of ARI, Inc.
• Its use is utilitarian for cell
phone repairs
• Its chief market is business to
business
• It is sold online at
www.screwmat.com

3. Enter: SCREWMAT-Small Appliance Magnetic
Pad
• According to Market
Research.com, the small
appliance repair centers will
continue to grow as appliances
become more expensive
• According to IBIS World report,
revenue only declined 0.7% in
2008, as purchases of new
appliances were curtailed due to
economic uncertainty, causing
consumers to repair products
they already own.

4. Start Here Small Parts
Removed
Top Right
Quadrant
Screws
Bottom
Right
Quadrant
Screws
Bottom Left
Quadrant
Screws
Top Left
Quadrant
Screws

5. Market Opportunity
• Small Appliance Repair Shops
• Retail sales in Home Improvement Stores, i.e., Home Depot, Lowe’s
• Online sales
• Home Improvement (The Handyman)
• Helps organize DYI projects around the home
• Price is right/lifetime guarantee
• Easy to use
• Easily stored

6. Communication Vehicles
• Marketing Objective: Piggyback off SCREWMAT advertisement
• Feature on www.screwmat.com
• Add the new product to the print ads for SCREWMAT
• Do demonstrations for Facebook, You Tube, and other relevant social
network mediums.
• Local TV, Radio, Newsprint Spots.
• InfusionSoft promotional blasts
• Word of Mouth

7. Branding & Messaging
Major messages & Current Customer Views—Major Messages for Customer
Problem
Just another cheap
product
------------------
How to address
the Problem
Finest quality magnet
on the market
---------------------
Message
Following in the
SCREWMAT tradition
of proven quality…
Just like other
magnetic pads -----------------
This product, unlike its
counter parts, is
uniquely marked
-------------------
The face-plate is a vivid
diagram that keeps
your screws and parts
organized and secured
Message Name
&
Core Message
-------------- ------------------ -------------------
Message
Substantiation
Finally there is a
magnetic pad that
organizes your parts
and screws during the
repair in steps from
first to last, then from
last to first…
------------- ---------------- ------------------
Now SCREWMAT offers
a variety of magnetic
pads for the use in
small appliance repairs

8. Print Ad for Newsprint…
What to do with all the parts and screws that are removed from your small appliance repair?
SCREWMAT-Small Appliance Magnetic Pad is the answer
A magnetic face pad that holds screws and small parts in place during a household small appliance repair. Lifetime Guarantee!
Start Here Small Parts
Removed
Top Right
Quadrant
Screws
Bottom
Right
Quadrant
Screws
Top Left
Quadrant
Screws
Bottom Left
Quadrant
Screws

9. Marketing Time Line
Milestone Start Date Completion Date
Add to SCREWMAT website September 15, 2014 October 15, 2014
Commence social media marketing September 16, 2014 ongoing
Commence InfusionSoft Campaign September 17, 2014 ongoing
Commence local TV Campaign September 30, 2014 October 15, 2014
Write Press Release September 15, 2014 September 15, 2014
Send out Samples to Major Distributors October 15, 2014 November 22, 2014
Make Cold Calls to Local Stores November 1, 2014 November 22, 2014
You Tube Demonstrations September 15, 2014 September 20, 2014
After action Plan December 23, 2014 January 01, 2015

10. Marketing Budget
Communication Vehicle Estimated Costs
Website add on
TV Spot
Newspaper ad
Print Advertising
InfusionSoft
$2000
$1500
$1000
$2300
$650
Total
$7,450.00

11. THE END