Marketing Plan for Shaver Shop: Ipswich Store Launch and Strategies

This report presents a marketing plan designed for Shaver Shop, focusing on the development of a new, larger format store. The plan recommends a free-standing store in Ipswich, Queensland, and suggests product customization to cater to an expanded market. Key strategies include leveraging digital platforms for online sales, implementing point-of-sale services, and partnering with various payment providers. The communication plan emphasizes public relations, local advertising, promotions, and social media engagement. Internal communication strategies include information dissemination, timing considerations, channel selection, language focus, and employee support. The report references relevant marketing literature to support its recommendations and provides a comprehensive approach to launching the new store and its products effectively.

Marketing Plan for Shaver Shop

Why Marketing Plan?
• The concept of marketing deduces that a company will only meet their
goals or needs if they satisfy their customer’s needs (Cohen, 2005).
• This simple statement, however, requires complex procedures in order
to be achieved effectively.
• The marketing concept encompasses the comprehension of the
following situational factors: customer behaviors, the features of the
organization, the competitive environment and marketplace, and the
firm’s commodity offerings.
• Understanding these four situations is imperative for developing the
appropriate marketing plan.

Marketing Plan
• The picture below represents the marketing components.

Plan for Developing Shaver Shop Store
• The plan identified in this presentation is recommended for meeting the
objectives of the Shaver Shop organization.
• The goals of the firm include the following:
i. To develop the first larger format store for the organization.
ii. To have a free standing store instead of having a shop in a shopping
center.
iii. To find a new location that will be appropriate for the store.
iv. To conduct an adjustment of its products to best suit its customers.
v. To launch a communication plan for the first 100 days of the new store.

Location Recommendations
• The recommended location for the new store is in Ipswich, Queensland,
Barker Street 4305.
• This location, is a suburban site that will make the store strategically located to
serve its customers.
• The neighborhood is secure enough for building a retail business because of
the nearby police post.
• In addition, the street is fairly populated. This implies that there will be
enough customers visiting the store to guarantee the firm’s return on
investments.
• ABS Quick starts supports the benefits mentioned above as the appropriate
reasons for identifying a suitable location for a retail store.

Product Customization Recommendation
• There would be a need to customize the products sold in the new store
considering the expansion of the business.
• Similarly, a larger shop implies that the market size it serves would
increase in magnitude and hence product customization would be
necessary.
• The following recommendations are appropriate to economically put
the extra space to use and differentiate the products from those of the
competitors:

Product Customization Recommendation
cont…
i. Make use of digital footprints such as websites for online selling of
the products to have be better equipped for the competitive market
that would otherwise be dominated by the likes of Amazon.
ii. Seek consultancy from outside IT firms to help in creating the
organization’s website that will be simple to use and attractive to the
customers.
iii. Implement point of sale services to prevent customers from waiting
in long queues to purchase a product.
iv. Make partnership with the various mode of payment providers to
accept a variety of payment methods such as credit cards.

Continued…
• To differentiate the products of Shaver Shop from those of the
competitors, the following insights are recommended:
a. Improve the customer care service to make sure that customer
complaints are attended to as quickly as possible. This involves
making customer service the number one priority department. It also
guarantees customer loyalty.
b. Make home delivery services as fast as possible if home delivery is
the policy of the organization.
c. Use private labels that are specific to the organization. Such as
trademarks.

Communication Plan
• The following communication strategies will be appropriate for launching
the products and services of the new store in the new location (Chen, Shen
& Chiu, 2007):
a) Public relations-host an event for the opening of the new store.
b) Local advertising- advertise the store weeks prior to its opening.
c) Promotions- the grand opening day should be packed with promotions
and samples.
d) On-premises advertising-this involves using the phrase “coming Soon”
among other strategies.
e) Social media-gain a local following through Facebook and Twitter.

Communicating Product Launch
• Apart from outside communication of the store and its products,
internal communication is also imperative for the business.
• The following five elements will be essential for the launching the
products:
1. Information- the following information should be communicated
with employees before launching the products: the objectives of the
launch, target audience, product description, the problems solved by
the service or product, key messages etcetera.

Continued…
2. Timing- the administration should ensure that every member has
access to materials and information in the right time. The launching
stages are: initial planning, pre-launch, sales launch, launch day, follow
up/post launch.
3. Channels. The following communication methods will be critical:
email notifications, posters, screensaver messages or intranet, social
media platforms.
4. Language. Focus on key information.
5. Support- after successful launch, employees should remain behind to
offer support services to those in attendance of the event.

References
• Chen, C. W., Shen, C. C., & Chiu, W. Y. (2007). Marketing communication
strategies in support of product launch: An empirical study of Taiwanese
high-tech firms. Industrial Marketing Management, 36(8), 1046-1056.
• Cohen, W. A. (2005). The marketing plan. John Wiley & Sons.
• Lee, Y., Lin, B. W., Wong, Y. Y., & Calantone, R. J. (2011). Understanding
and managing international product launch: A comparison between
developed and emerging markets. Journal of Product Innovation
Management, 28(s1), 104-120.
• Talke, K., & Hultink, E. J. (2010). The Impact of the Corporate Mind-set
on New Product Launch Strategy and Market Performance. Journal of
Product Innovation Management, 27(2), 220-237.