Marketing Strategy and Communication Plan for Furniture Store

This report provides a comprehensive marketing communications strategy for Samuel’s Furniture Store, a new business venture by Samuel Brown leveraging his 10 years of furniture industry experience. The strategy emphasizes integrated marketing communications (IMC) to maximize audience reach and message reliability. The core message focuses on offering customers the right prices and real deals, disseminated through various media channels including newspapers, television, online platforms, and display advertisements. The communication program prioritizes a pull-based strategy, initially using print media to announce the store opening and value propositions, followed by TV and online ads with detailed information. The strategy evolves to highlight the store's convenient location, using banners and flyers in strategic areas. Post-opening, the focus shifts to product-specific promotions and market segmentation, tailoring messages to different buyer profiles. A Gantt chart outlines the timelines for these activities, and monitoring and control mechanisms, including tracking media and audience fragmentation and customer engagement, are implemented to assess the effectiveness of the marketing communications program.

0SAMUEL’S FURNITURE STORE MARKETING STRATEGY
SAMUEL’S FURNITURE STORE MARKETING STRATEGY
Name of the Student
Name of the University
Author Note

1SAMUEL’S FURNITURE STORE MARKETING STRATEGY
Abstract
The study analyzes and evaluates the marketing communication functions of
organization. A medium sized business called Samuel’s Furniture Store has been taken as an
example organization for the effective evaluation of communications strategy that can be applied
to help the business grow and develop. Within the scope for the development of marketing
communications strategy for the organization the effectiveness of integrated marketing
communications have been discussed. Moving forward tools that can be utilized for the
marketing communications, programs for communications and monitoring and control activities
are analyzed and discussed subsequently. The work has been done in a business plan format and
recommendations have been provided after analyzing the implications of the study.

2SAMUEL’S FURNITURE STORE MARKETING STRATEGY
Table of Contents
Introduction......................................................................................................................................3
Findings...........................................................................................................................................3
Integration of messaging and media............................................................................................3
Specific tools...............................................................................................................................5
Communications program...........................................................................................................6
Monitoring and control................................................................................................................9
Conclusions....................................................................................................................................11
Recommendations..........................................................................................................................11
Bibliography..................................................................................................................................12

3SAMUEL’S FURNITURE STORE MARKETING STRATEGY
Introduction
The report is focused towards providing an effective marketing communications strategy
for a new business named Samuel’s Furniture Store. The business is being started by Samuel
Brown. He has 10 years of market experience in the furniture industry and is going to use the
same towards enhancing his business prospects. The shop is located at a corner cluster of shops
where Samuel has some important agreements with his fellow shopkeepers. Samuel has agreed
not to sell television sets and in return the other shopkeepers will not venture into the bedding
and mattress selling business. Samuel has certain advantages that he wants to utilize through an
effective marketing communications strategy. He wants to utilize an effective marketing
consultant towards increasing the reach of his business. The study will keep the business in focus
in order to analyze the concerned market and formulate an effective communications strategy
within a strategic business plan. The significant areas will be identified and the focus will be
towards forming an optimally effective strategy.
Findings
Integration of messaging and media
One of the most important aspect to consider for an effective communications strategy is
the integration of the message with the media that will be used. In order to this to happen
integrated marketing communications have to be implemented. Integrated marketing
communications is an approach in which various forms of coordinated promotional methods are
effectively utilized to achieve the most important market goals for various organizations. IMC is
an important aspect of marketing communications (Ots and Nyilasy 2015). This is because
modern customers are widespread and are influenced by a number of communication media.

4SAMUEL’S FURNITURE STORE MARKETING STRATEGY
Hence, utilizing a single or only a few promotional methods can mean that the audience reach of
any business remains incomplete. Integrated marketing communication impacts the behavior of
the buyer through psychological means predominantly. A person comes in contact with a
promotional element many times and a natural curiosity about a product is created. In the case of
Samuels’s furniture this technique of marketing communication can be utilized towards
optimizing the promotional campaigns (Dahlen and Rosengren 2016). The audience can follow
up a single message through various mediums. Hence, the reliability of the promotion also
increases. This is an effective form of marketing communications.
In case of Samuel’s furniture store, the message that will be promoted is quite clear. The
message will be that the customers will get the right prices with real deals. This is quite a clear
and concise message to be disseminated through various media tools. Integration will be done is
a way such that the customers can easily follow up with the communications campaign (Keller
2016). The most important things to be considered are the position of the company, the products
being offered, the deals being offered and the value that the customers will be getting. As
mentioned earlier integrated marketing communications can have far reaching impact on the
customer’s psyche. This means that while following up on the messages through various media
platforms the message is very deeply registered by the customers (Ots and Nyilasy 2017). Hence,
people will remember the fact that they are getting realistic deals at reasonable prices at the
Samuel’s furniture store. Moreover, the convenient location of the shop will add further value for
the customers when included as a promotional message. Primarily an inside out approach will be
focused in which the internal strengths of the company will be expressed through the message
that will be created for promotion. However moving forward the marketing communication

5SAMUEL’S FURNITURE STORE MARKETING STRATEGY
consultants would like to gradually focus towards building a strong customer focused outside-in
strategy.
Specific tools
The tools that would have to be utilized primarily will be newspapers, television, online
media, display media and other such media that the communication team and the furniture shop
can decide. The analysis of the case at hand pointed towards the better usage proposition of a
more pull based strategy for the furniture store. Considering this more direct forms of
communication mediums should be used (Batra and Keller 2016). Thus, the focus has to be on
the usage of media devices such as print media, television and online. Moreover, since much of
the target customers of the company are localized, it will be much effective if display
advertisements like posters, banners, flyers and floaters are used. It is very important to consider
the fact that integrated marketing techniques will be used. Hence a clear message needs to be
presented through all the essential marketing tools that will be utilized.
The primary marketing will be done through print media. The opening of the store and
the value propositions for the customers will be provided through the first set of messages.
Moving forward the integrated process will start. The TV advertisements will build and develop
further on the message that will be provide through the print media. This time more detailed
information about the store opening will be provided. The date and time along with the location
will be given. Moving forward the messages will also be displayed through online media. Hence,
the essential characteristics of the store will be given. The later part of the messages will focus
more on the location of the shop. The location of the shop is a very important aspect and the
owner wants to use this for increasing profitability by reaching the most number of audiences
(Bughin, Doogan and Vetvik 2010). Hence, this is when the display tools will be used in and

6SAMUEL’S FURNITURE STORE MARKETING STRATEGY
around the location. Banners and flyers will be installed at strategic places which are directly
connected to the place. The sub urban areas will be targeted first and large banners will be
installed in these areas that will be very close to the stores. In these banners or flyers more
emphasis will be provided towards the locational significance of the shop. After the banners are
put in place specific messages that complement the main message will be displayed through
online and television media. After the opening of the shop initially the focus will be towards
providing the value statements and the locational significance of the shop (Keller 2016). Moving
forward in the next six months the focus will shift more towards online and TV advertisements
emphasizing more on the products available for the customers. TV, online and display
advertisements will cover most of the target audiences.
Communications program
Figure 1: bedding shop

7SAMUEL’S FURNITURE STORE MARKETING STRATEGY
(Source- sleepwellbeds.com)
The communication program will be an important aspect for the effective promotion of
the products that are offered by the company. The essential focus of the shop is towards selling
bedding products (Karjaluoto, Mustonen and Ulkuniemi 2015). This is because the rest of the
shops in the complex are already selling a variety of furnishing products. Hence, bedding is an
important option for product specialization. Considering all these essential factors an effective
communication program needs to be formed. The program has to be made essentially
considering the target customers of the shop. It has been indicated through the business
environments of the shop that the target group has to be the middle income buyers. The other
shops cater to the requirements of the affluent buyers. The Samuel’s Furniture Store will focus
more towards selling medium ranged predominantly bedding products to the customers. An
effective communication program will have to be used for the benefit of the shop.
The primary communication will happen 2 to 3 months prior to the opening of the shop.
This will be a display of merely the name of the shop and the products offered. The message
should be made clear in a way that people understand that the company is focused towards
selling more medium ranged bedding products. The display will be done in a way so as to
generate curiosity among the audience. 1 month prior to the opening more aggressive advertising
needs to be done through print, TV and online media. The message will be more detailed
informing the buyers directly of the products that are available at a given price range. The
program at this stage will be focused towards generating as much attraction as possible for the
specific target group. The communication program after the opening of the shop will be more
focused towards urgency. The audience will be informed of the initial discounts that are being
provided for the company. This will be continued for two months. Moving forward in the third

8SAMUEL’S FURNITURE STORE MARKETING STRATEGY
month the communication process will continue more through display banners, posters and
flyers. The messages will be more formal in tone and will be specific at the same time. At this
point the buyers would be told that the shop is already functional and has served many satisfied
customers. The 4th, 5th and 6th months will be focused more towards market segmentation. The
audience will be divided among medium profile buyers, low profile buyers and buyers that are
not interested in bedding products. The communication for customers that are interested in other
products offered by the shop will be done effectively. The message at this stage will directly be
divided among the three segmentations the audiences will be directly informed about the
products available for them through a single message (Armstrong et al. 2014).

9SAMUEL’S FURNITURE STORE MARKETING STRATEGY
Monitoring and control
Communication
program
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7
Planning of
message

Selection of
media
 
Online and TV
promotion
activities
    
Banners and
Display activity
   
Opening 
Post opening
marketing
communication

(Figure 2- Gantt Chart)

10SAMUEL’S FURNITURE STORE MARKETING STRATEGY
It becomes much important that an effective monitoring plan is implemented towards
assessing the effectiveness of the marketing communications. As mentioned previously the gantt
chart displays the timelines of the various activities that will be taking place concerning the
marketing communications of the company. The various theoretical perspectives will be used in
order to monitor the marketing activities. Media fragmentation is referred to as the expansion of
media. Moreover, audience fragmentation is referred to the division of audience base. Both will
be used in order to evaluate how effective the promotion has been (McQuail and Windahl 2015).
Audience engagement will be an essential part of evaluation. The customers will be segregated
on the basis of how they came into contact with the advertisements. This can be known through
customer interactions. In regards to online promotion this can be more efficiently known through
online data. The communication mediums that have been the most effective towards drawing the
customers will be given preference. The primary phase of monitoring will be done in the first
month after opening. The secondary assessment and monitoring will be done in months 2-3. The
tertiary phase will be from months 4 to 6. Hence, it can be understood which form of
communication has been effective towards reaching the most number of audiences. The same
will be used for promotional activities from then onwards. Media fragmentation and customer
fragmentation will be done subsequently. This will help to understand which types of target
audiences can be effectively reached through the usage of a specific media. This will create more
opportunities for effective advertising in the future. The banners will be installed at specific
places. It will be very effectively found how much people come into contact with the promotion
at those place. Places with less amount of visibility would be scrapped from the list of display
sites.

11SAMUEL’S FURNITURE STORE MARKETING STRATEGY
Conclusions
In conclusion, the planning and subsequent implementation of the communications
strategy could be beneficial for the initial and future business effectiveness of Samuel’s furniture
store. The marketing communication strategy was formed through effective analysis of the
business environment of the company. Hence, the planning can be said to encompass all the
essential requirements for attracting the specific customer segregations that the furniture store
wants to increase its profitability. It is important that the follow up after the implementation is
effectively done in order to realize the most important marketing potential.
Recommendations
It is greatly recommended that the shop targets specific customer bases more than the
others. It becomes much important that the customers interested in bedding furniture are
provided increased importance. This is largely due to the fact that bedding will be the main
product sold by the company. It becomes much important in this case that more emphasis is
provided to bedding solutions of the customers. The focus of the company should be towards
providing innovative advertisements that can essentially attract the attention of the buyers in
more ways than one. Since the emphasis is on realistic deals, this should be made one of the
important strategies of the company. Moving forward the company should think about expanding
beyond the bedding furniture and into furnishing products that will be innovative and quite
different from the products being sold by the other businessmen.