PREPARED BY MARTINA MCGRATH/ FEASIBILITY STUDIO - WESTERN HYGIENE
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
MARKETING
PLAN
M A Y- J UN E21
Prepared by
Martina McGrath/ Feasibility Studio
Confidentiality Statement: This document is deemed highly confidential and the work product of The Feasibility Studio. At no time is
permission granted for the contents to be circulated beyond Western Hygiene and it is 'employed' staff either digitally or physically.
The Feasibility Studio reserves the right to take appropriate action, should this occur.
EXECUTIVE
SUMMARY
01
2
Company Description
Western Hygiene is an all-island product and services
company, head-quartered in County Galway.
We specialize in HYGIENE – products, innovation and
cost-effective service solutions.
We are market leaders in the hygiene and healthcare
sector(s), as a direct result of our expert team, cutting-
edge products, agile service solutions and strong focus
on sustainability and the environment!
OUR STORY
Since our inception in 1988 Western Hygiene’s core philosophy has been ‘to be
the very best, every day, at what we do’. This mantra has served us extremely
well as we continually adapt, evolve, develop and grow.
.
As market leaders in the hygiene and healthcare sectors we ensure that we are
always at the cutting edge of innovation with a strong focus in sustainability and
environment. Therefore, we source our product lines through internationally
recognised and sustainable manufacturers. We also ensure that our top-class,
branded products deliver value and reflect best ‘cost in use’ for our customers.
3
VISION Exceed our customer's expectations every day and inspire
exceptional hygiene standards in every location .
MISSION To support our customers in the Hygiene, Healthcare and
Service Sectors with innovative and effective hygiene
solutions along with perfect delivery and service.
4
SITUATIONAL
ANALYSIS
02
5
MARKET ANALYSIS
EDUCATION
Target Decision Maker Hygiene Zones -
Priority
'Future' Technical Facilities Management Washroom
Third Level
Universities / Purchasing Manager
300+ Students Caretaker Washroom / Classroom/
Secondary Level
Floorcare
200+ Students Principal / Caretaker Washroom / Classroom/
Primary School
Floorcare
Disadvantaged Areas Principal Washroom/ Kitchen/
Pre-School / Creche
- many have kitchens also Floorcare/ Classroom
THIRD LEVEL COVID = 163M Stimulus
Package
Budget for covid specific requirements is
now available
Compliance/ Operational
Guidelines
73,000sqm of Facilities to come
Change of staff will offer opportunity for
on stream by 2040 (in 2 x
displacement of existing providers
bundles)
Reflecting 11 x Technical Already on supplier framework which will
University amalgamations be a bonus
HEA
Significant investment/time required
Bundle 1 – commencing Jan
which will pay dividend into the future
2021 is due for tender soon
especially for bundle 2
· TU Dublin = IT
Tallaght &
Blanchardstown
· New Munster TU =
CIT & IT Tralee
· Institute of Art &
Design Dun Laohaire,
6
AIT & LIT
SECONDARY SCHOOLS
PRIMARY SCHOOLS
PRE-SCHOOL / CRECHE
Focus on the Community Creches in disadvantaged areas because
· Cash Rich, the government continued to pay them 100% during COVID though no one was
on-site.
· Larger service user number & staff / Likely to have Kitchens on-site.
· Possible value add/upsell on durability and Ella's App / Max
7
HOSPITALITY / TOURISM
Target Decision Maker Hygiene Zones -
Priority
25+ Beds Owner / GM/ Automotive/ Floorcare/
Hotel
With Food Provision House-Keeping Manager Kitchen/Catering/
(Indoor + Outdoor) Laundry/Office/
Boardroom/Washroom
Outdoor Dining Capability Owner / GM Floorcare/ Kitchen/
Restaurant
/Tourist Locations Catering/ Washroom
Outdoor Dining Capability Owner / GM Floorcare/ Kitchen/
Gastro Pub
Catering/ Washroom
Outdoor Dining Capability Owner Floorcare/ Kitchen/
Café
/ Tourist Locations Catering/ Washroom
Parks / Zoos GM/ Owner Automotive/ Floorcare/
Tourist Attractions
Kitchen/Catering/
Washroom
* We are aware that other target market opportunities exist - however we are placing strategic focus on categories we believe that there Is maximum value to be derived from
MARKET INTELLIGENCE
· Hotels re-open 2nd June
· Outdoor Dining re-opens 7th June
· Indoor Dining re-opens July (Date TBC)
· Failte Ireland - COVID-19 Safety Charter - opportunity to leverage this!
· 4K Outdoor seating area grant - available through CoCo's nationwide. Up to Sept 2021
o Tables
o Chairs
o Umbrellas
o Electric heaters
o Screens/windbreaks
o Plant Stands
o Wooden Platform
8
PRODUCT
PROMOTIONS
03
9
CAMPAIGNS
EDUCATION
PROMO
PROMO - 1 of 4
Target Segments - NEW
• Third Level
SEASONAL
SEASONAL FLOORCARE • Secondary Schools
Target Segments
FLOORCARE • Primary
• Third Level Schools
• Secondary Schools
Product (s) Description
• Primary Schools
Highlight a portfolio of products Detail the various floor types that WH
· Floorcare Equipment
support. Opportunity to highlight summer cleaning window.
Product
· (s)
Chemicals Description
Highlight a portfolio of products Detail the various floor types that WH
·· Floorcare
Floor Mat Service Market
support. Messaging
Opportunity (Options)summer cleaning window. New
to highlight
Equipment
Trolleys Our stock
online on
andfloorcare is amongst theCode
mostFC10
extensive in Ireland.
· · order
Customers get a 10% Discount
· Chemicals · Look no further - We carry products for all floor types.
· Floor Mat Service · Do you(Options)
Market Messaging have high footfall?
Let usonguide
Our stock you on
floorcare the right the
is amongst products to minimize
most extensive in smoothing
Ireland. of
· Trolleys ·
· Look surfaces.
no further - We carry products for all floor types.
· Unsure
· you
Do have what
high products/equipment
footfall? you need? Access our FREE online
advisory
Let us services
guide you on theat right
no extra cost. to minimize smoothing of
products
· Dealing with a floorcare problem - Western Hygiene have the
surfaces.
· Unsureanswer!
what products/equipment you need? Access our FREE
· Worn Floors
online advisory = Safety
services Hazzard
at no extra cost.
· · Primary
Dealing with aSchool Onlyproblem - Western Hygiene have the
floorcare
answer! o Become a customer across 3 or more of our product lines
· Worn Floors (one to beHazzard
= Safety TORK) and get Free access to our online Ella's
· AppOnly
Primary School & Max Toolkit. Facilitated by us FREE of Charge
o Become a customer across 3 or more of our product lines
Target Segments - EXISTING
(one to be TORK) and get Free access to our online Ella's
PROMO - 2 of 4
• Third Level
App & Max Toolkit. Facilitated by us FREE of Charge
BOGOF • Secondary Schools
• Primary Schools
PRODUCTS
Details
/ PROMOTIONS
10HOSPITALITY
Target Segments - NEW
PROMO - 3 of 4
o Hotels/Guest Houses (with food)
DE-RISK YOUR BUSINESS / o Restaurants
USE WESTERN HYGIENE o Cafés
Product (s) Description
Pitch Western Hygiene as a partner in safety. The plan is to highlight
· Kitchen Products
multiple product ranges and upsell the stocking solution.
· Surface Cleaning & Object
Wiping
Market Messaging (Options)
· Equipment /Trolley? · Build Customer Trust - Use Western Hygiene!
· · De-Risk your business and become a Western Hygiene
Customer.
· Best Cost in Use Guaranteed
· COVID-19 Effective Products
Customer Charter Supply Partner
· Planning a busy summer period & don't want to waste time on
paperwork?
Western Hygiene have the stocking solution for you.
Target Segments - EXISTING
PROMO - 4 of 4
o Hotels/Guest Houses (with food)
BOGOF o Restaurants
o Cafés
Details
11MARKETING
STRATEGY
04
12PROMOTIONAL - SUPPORT PLAN
1. Newsletter/ Email Campaign
Email Focus Target Content Note Success
Metric
Constant Education New Customers Primary Schools - Highlight Ella's Opens
Contact Existing Customers App/ Seasonal Floorcare Window/ Click Throughs
stats around infection
Hospitality New Customers Info on legislation / Safety Charter/ Opens
Existing Customers Promotional Offer/ Value Add Click Throughs
2. Social Media
Promotion Organic (Posts) Inorganic (Adverts)
FACEBOOK Education / Hospitality 2 per week
INSTAGRAM Hospitality 2 per week
TWITTER Education / Hospitality 2 per week
LINKEDIN Education / Hospitality Targeted Direct Messaging (x 2 sectors)
TIK TOK NA
YouTube NA
3. Online Advertising
Sector Inorganic (Adverts)
GOOGLE PPC Hospitality Targeted Activity
Education Targeted Activity
134. Offline
Target Description
Membership (s) Irish Hotels Federation Sign-up to take place over the
coming months
Event (s)
Presentations/ Meetings
5. WH Team
Activity Marketing Plan - Link
Management · Establishing Marketing Systems /Infrastructure Operational support
Team · Meet Sales Team monthly to explain promotional
activities planned.
Sector Focus = Win New Business / Win Back lost business Develop Promoted Sector
Development Engage with Pipeline. Use market Intelligence monthly
Managers Support 'promoted' sectors Feedback any relevant information to inform
future campaigns.
Customer Focus = Upsell / Cross-Sell systems Be aware of marketing campaign activities
Success Reps Engage with Heat Map which will influence their communications.
Support 'promoted' sectors
Customer Focus = General Sales / Line Extensions
Champions Engage with Heat Map
Support 'promoted' sectors
Administration
Ensure customers are allocated to correct Sector
Be aware of calendar of marketing activities
Track sales generated through marketing activity.
Warehouse & Ensure sufficient stock of promotional products Advance knowledge of products to be promoted
Logistics
14UPSELL STRATEGY - 'NEW'
Promotion
Service /Solution
Repeat Orders
15LFL
V
STRICTLY CONFIDENTIAL
This document is deemed highly confidential and the work product of The
Feasibility Studio. At no time is permission granted for the contents to be
circulated beyond Western Hygiene and it's 'employed' staff either digitially or
physically. The feasibility Studio reserves the right to take appropriate action,
should this occur.
Phone +87 6083312
Email feasibilitystudio@gmail.com
Website www.feasiblitystudio.com
Address Cappa , Kilrush, Co. Clare
16You can also read
