Analyzing Buyer Behavior

In: Business and Management

Submitted By libra1074
Words 1233
Pages 5
Analyzing Buyer Behavior

MM520: Marketing Management

Analyzing Buyer Behavior Graves Enterprises is a maker of consumer and commercial grade floor care products. Currently, Graves Floor Care Products are marketed at a price comparable to direct competitors in both markets. The products are also distributed through the same channels. Though Graves Floor Care Products are superior to the other floor care products with whom they are in competition with, there has not been any emphasis placed on this superiority that would make distributors and retailers choose Graves above the others. As the new Vice President of Marketing, I have been tasked with finding a way to make Graves Floor Care Products more marketable, hence increasing sales in both the consumer and commercial market. I have requested that my marketing directors review the various primary and secondary market research available in each of their areas. I have asked each of them to create a new marketing plan which would include their target markets, analysis of their primary competitors, a pricing position, and a distribution strategy. Their findings and my recommendations are summarized below. Research showed that the consumer products target market for Graves Floor Care Products is homeowners, age 29 – 59, with a household income of $75 -$150K. The products primary competitors are rented carpet steam cleaners, Kleen Floor Spray ‘n Vac and Kleen Floor Spot Cleaner, and those who do nothing to clean their carpets. Grocery stores are where most steam cleaning machines are rented and where Kleen Floor Products are sold, as well as in mass merchandise stores such as Wal-Mart. The Marketing Director of Consumer Products proposes that, based on these findings, Graves Consumer Products Group should first develop a new product line that is promoted as being “safe, effective, and eco-friendly” and price the…...

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