Clean Queen Case

Phoenix Advertising as a whole has always put our clients first and is well known for our excellent work. As you know, the Roanoke branch had been experiencing difficulties since January of 2015 with regards to overworked and underpaid employees and a loss of clients. Productivity had declined by 20 percent over the course of the past few months, and we lost a few key members of our team. In response to our current crisis, I have developed a proposal in order to return Phoenix Advertising to the standard of excellence we

Advertising costs have risen in recent times and is becoming an expensive way to promote their

This leads into the next issue their organization faces, which is their lack of informing the consumers of their product benefits. The Fantastik cleaners are the only ones on the market that are 100% safe for the environment. With such a competitive advantage over their competitors, they have to be able to bridge this communication gap they currently have with consumers, because many of them are unaware of Fantastik’s triple bottom line goals. In order to help build brand awareness, they have to advertise more to their target segments. But one of the issues is Fantastik’s advertising budget has decreased from $1,375,000 in 2005 to $825,000 in 2006. Fantastik also has the problem of lacking diversity in their product line. Although they have five different cleaners, all of them are fairly similar and many consumers would not be able to tell their differences other than the price.

| Steve Pokorski: Vice President of OperationsJoe Downs: Director of Plant EngineeringRhonda Smith: regional sales managerMary Doonan: marketing director

Stacey Garner, HCS Regional Manager, Ronda Sims, HCS Assistant Regional Manager, & Anjail Salik HCS Assistant Regional Manager

I would put Porsche Winter Equipment sale promotion advertisement on three different newspapers for a 12-week campaign so that to make more people watching Porsche advertisement every week. Then, 24,000 direct mails will be sent to the current Porsche owners. As drivers usually have a habit of listening to the radio, I plan to choose 14 rotators to play Porsche’s advertisement. Because the mid-high income people are the Porsche’s target users, who would have the habit of reading magazines, such as luxury car, real estate, tourism, the economist and business management, I decide to put Porsche’s advertisement on five different magazines. In addition, outdoor wallboard and online advertisement would be effective to attract more potential buyer. Therefore, the total advertisement fee is $379,940; and I think this marketing plan and strategy is acceptable and reasonable.

With a large budget we can go with the high quality advertising agency, Brewster, Maxwell and Wheeler. They will help us create and deliver our products and messages to the customers. Our large number of employees (high sales force) will focus on our indirect channels first and then after a growth period they will be evenly distributed to the direct channels. We can motivate our sales force with competitive commision rates and target number incentives. Period zero shows us that grocery stores are consumers biggest retailers for cold and cough medicine. If we focus some of our market share on collaborating with grocery stores it should give us higher retail sales and a greater return. Relationships and deals with the grocery stores

we’ve got to sell them any of our advertising inventory they want at rates way below what

While we have gross margins of 50%, and a premium product compared to our competitors, we do not reach full revenue potential. We have a desirable return on direct mail

The vice president of advertising suggested that we go another route, and that we neglect advertising and focus on sales price and volume. She suggests that we can achieve parity with our competitors if we cut prices by 20 percent.

Two potential solutions were proposed at the Marketing and Operations Council meeting. Rita Sanchez, the sales lead, suggests a reduction in the price of current products by 40-50% or introducing a new lower-market brand reaching value consumers in order to quickly sell the excess inventory. Jim Hargrove, the Marketing Directory, strongly disagreed with either scenario arguing they would permanently tarnish the brand’s premium quality image. A fourth alternative could be to introduce a new premium line while dropping the price of the Gold line to maintain brand image.

I would consider lowering price points so I could tap into the more than 10% of consumers without becoming “Wal-Mart”. Now the company did do something to increase its’ position that I found useful. That was to decrease its’ overall lease space by 2%. (2010 shareholders meeting). This reduction in retail occupancy costs attributed to the 1 billion dollars the company enjoyed last year. I would also consider expanding the company’s customer base by broadening the product line to similar to Home Goods or Bed Bath and beyond who currently double the revenue of Williams-Sonoma. (Redistribute assets earmarked for traditional cataloging to online accesses. Not only will this save money, but will also impact paper usage. I believe advertising in this was has all but outlived its’ usefulness.

I will adjust my instruction of impact to VP of product design about how Microsoft can help use data to drive shout-after products design

Help from Roger Steiner/ CEO and his assistant Paula Sprague to provide information about the staff.

Vice President of Operations Mr. Michell Gorden Controller Mr. William Copper Sale Manager Mr. Charles Myers Production Manager Mr. Dan Tucker