Marketing Plan Incense Sticks

3651 Words Jun 18th, 2012 15 Pages
Marketing Plan
ALFREDO FONSECA
MM 522: Marketing Management.
Professor: Gary Levanti.
October 2011

1.0 Executive Summary

VJP Trading Corp is starting to consider a new line of business and they have to key products to import, Incense sticks from India. VJP is trying to get the exclusive distribution for the product in USA, and their first start will be in Florida, because it is the home place for business. VJP has an excellent relationship with the distributors and wholesalers in Miami Dade and Broward, in Florida. VJP has the knowledge of the wholesale channel and want to develop with new products for the final customer.
The final customer needs quality not too many ashes, burning time to at least 40 minutes per stick, availability
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* Miami Dade County, in 2010 the census indicate that has 2,496,435 of people with a growing of 10.8% from 2000 to 2010. The 77 % of the population are persons over the 18 years old. With a per capita income in the past 12 months of 2009 of $22,619 and with a median household income of $ 41,367. With a retail sales per capita during 2007 of $ 14,074. Broward County has the 13.28% of the total population of Florida. * Palm Beach County, in 2010 the census indicate that has 1,320,134 of people with a growing of 16.7% from 2000 to 2010. The 79 % of the population are persons over the 18 years old. With a per capita income in the past 12 months of 2009 of $33,586 and with a median household income of $ 49,660. With a retail sales per capita during 2007 of $ 15,278. Palm Beach County has the 7.02% of the total population of Florida. * Also in this three Counties there are more than 3000 retail stores and more than 100 wholesalers also there are no more than 3 or 4 exclusively import and selling Incense sticks.

2.1.3. Behavior Factors.
Wholesalers, retailers and final customers have different comportment when buy, so VJP is going to approach them in three different ways. * The Final Customers use the incense for many reasons, can be used for meditation, relaxation, aromatherapy, and can be used at home, fitness place, business place, car etc. so the customer that uses the incense does not have and specific

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