Graves Enterprises Marketing Graves Enterprise Research Proposal

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N.D.).

The focus on marketing and advertising must be developing awareness and customer interest in both the current advantages of the existing floor care products, as well as discussing the advantages and features of the new product line.

The consumer products proposal flows from research on the customers most likely to purchase Graves's product. From the research the target market is "homeowners, females 29-59, with a household income of $75-150K" (Graves Enterprises Case Study. N.D.). This profile suggests a discerning target consumer with money to spend however, not profligate and always looking for quality products at a fair value price. The mid to high range household income figure is the likely trigger for the price increases for the new product line including the private label however, specific primary survey research including "five focus group sessions and conducting/analyzing a mail survey" (Graves Enterprises Case Study. N.D.); produced important data that counters the logic of the consumer products strategy.

The new product line is dependent on its eco-friendly image as the means to increase prices by 1.5 times, yet for all of the focus on the environmental benefits of the product line including recycled manufacturing, the real concern for the team should be that potential buyers "ranked eco-friendly as the least influential to their purchase decision" (Graves Enterprise Case Study.

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N.D.). There is then an extreme tactical error in the marketing plan, the development of an eco-friendly product line sold on those merits, concomitant with a 1.5 times price increase. Potential customers also perspicuously indicate that price was their most important purchasing determinant followed by "cleaning efficacy of the product" (Graves Enterprise Case Study. N.D.). Graves is considering a proposal that is one-hundred eighty degrees from the stated objectives and purchasing patterns of the customer.

Of the consumer products proposal's pieces there is one strong spot, the development of the private label brand however, only if the pricing model does not follow the increases of the new product line. Kotler mentions private brands as an increasing method of companies building brand loyalty and name recognition for their products. "Customers are ready to switch to lower- price store brands and away from the more expensive national and international brands. Companies are….....

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