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Houzit: Marketing Plan

Houzit is a homeware chain with 15 stores in Brisbane seeking to expand to 100 stores across Australia by 2020. Their marketing plan focuses on digital strategies like websites, SEO, and social media ads to increase sales, loyalty memberships, and awareness in Brisbane within their limited budget. A SWOT analysis identifies strengths in knowledgeable employees and products but weaknesses in limited marketing funds. Opportunities exist in Australia's growing market and increasing digital usage. Threats include competition from local and national retailers.

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Tuba Mirza
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147 views11 pages

Houzit: Marketing Plan

Houzit is a homeware chain with 15 stores in Brisbane seeking to expand to 100 stores across Australia by 2020. Their marketing plan focuses on digital strategies like websites, SEO, and social media ads to increase sales, loyalty memberships, and awareness in Brisbane within their limited budget. A SWOT analysis identifies strengths in knowledgeable employees and products but weaknesses in limited marketing funds. Opportunities exist in Australia's growing market and increasing digital usage. Threats include competition from local and national retailers.

Uploaded by

Tuba Mirza
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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HOUZIT

MARKETING PLAN
Organizational
view

Homeware chain of stores has 15 stores in

Brisbane

Main products are bathroom & bedroom fittings,

mirrors and decorative items

Vision of the organization:

Presence in all Australian cities by 2020, with total

store count to become 100 from the present 15


Organizational
objectives

• Increase sales from $15 million to


$20 million
• Increase loyalty membership list
to 15,000
• Increase customer awareness in
Brisbane
SWOT analysis

Strength
• Highly skilled and knowledgeable
employees
• Great retail space with all amenities in
great locations
Weakness • High customer loyalty Opportunities
• Better products compared to competition
• Limited marketing • High growth market and
budget • less consumer awareness
• Burden of maintaining • Increase sales in outer
long term payment plans Threats Brisbane
of customers
• Competition from local independent retailers
with cheaper products
• Competition from national chains
• Economic recession
Marketing
opportunities

TV advertising:
Benefits
Risks

Digital marketing
Benefits
Risks
Why digital marketing is good for
Houzit
Picking the
right
Picking the limited budget
strategy
Right Demographics and trends of

strategy Australia

Customized targeting

Flexible strategies
Price
Marketing
Marketing
mix
Product
Mix mix
Promotion

Place
Review- KPIs
Review NO: OF VISITORS TO NO: OF VISITORS NUMBER OF PEOPLE

KPIsmix
THE WEBSITE WHO ENGAGED VISITING THE STORE
WITH A DIGITAL
ADVERTISEMENT

INCREASE IN CUSTOMER
AWARENESS ABOUT ACQUISITION COST
THE ORGANIZATION
SNo Marketing activity Cost

1 Develop website $2000


Costing
2 Perform SEO, maintain blog, create $1500
back-links etc.

3 Run Google AdWords and $5000


advertisement in facebook, twitter,
Pinterest, Instagram etc.

4 Consultant fee $3000

5 Designer fee $1500

Total $13000
Legal and Legal
ethical
Legal and • Electronic communication laws
issues
ethical • Advertisement laws
• Cyber laws
requirements
• Environmental regulations

Ethical:

• Privacy rights
Conclusion
Digital marketing is a low
investment, low risk and high
impact marketing strategy which
suits well with the strategic
goals of Houzit

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