Edesia Kitchenware, Inc.

1701 festival square avenue  indianapolis, IN 46201

TO: Antoinette Bibesia, vice president of marketing communications

FROM: Taylor Disselhorst, Joseph Keegan, Taylor Rees, Claire Symington, & Kamara Turner
DATE: Nov. 29, 2018
SUBJECT: Numen Cookware Line Strategic Marketing Plan
Executive Summary
Edesia Kitchenware, Inc. (EKI) is a kitchen cookware company that has suffered a market share loss of
five percent over the last year. In order to regain market shares and stabilize EKI’s financial position, a
new product line of cookware, Numen, is being launched. The proposed marketing plan for this product is
consumer-oriented as this would meet criteria in order to be the most effective solution possible.

Problem Statement
EKI has experienced a decrease in market share from 16 to 11 percent over the last year. EKI is looking
to regain the lost market share through a new product line, Numen. If the product is not successful, the
company’s financial stability will be jeopardized.

Criteria
The most effective solution will increase market share (Criteria 1), spread brand awareness (Criteria 2),
maintain relevancy in our customer base (Criteria 3), and that the solution is cost-efficient (Criteria 4).
Four possible solutions are to do nothing, market to consumer audiences, market to commercial
audiences, or market to both consumer and commercial audiences. The consumer-oriented approach
would focus on women with strong family values, who are the primary shoppers in most households. This
fits well with our criteria because it has the possibility to increase market share, emphasizes brand
awareness, maintains relevancy in our current customer base, and that the solution is cost-efficient (see
Appendix 2). The commercial-oriented approach would focus on restaurants and institutions, who would
buy the product line in bulk. This fits with some of our criteria, as it can increase market share but will
limit brand awareness and relevancy with our customer base.

Key Message Platform

Slogan: So good you’ll be in heaven!
We propose the consumer-oriented approach as it satisfies all four criteria (see Appendix 2). We would
concentrate on women with strong family values aging from 28 to 44, because they are the primary
shoppers in most households (Chen and Williams, 2013; MarketLine, 2012). Our message would
emphasize the benefits of a cost-efficient, durable product that promotes a healthy lifestyle. The objective
would be to increase market share value through new cookware line by five percent within two years.
Currently, the market share is 11 percent and decreasing. This objective is necessary to end the decrease
of market share for EKI. The two primary strategies to accomplish this objective would be to appeal to
family values and to invest in celebrity endorsements. Tactics appealing to family values include targeting
family-oriented women by sponsoring “Pampered Chef” style parties, working with online and print
magazine publications, and partnering with recipe-based websites (see Appendix 1). A celebrity
endorsement tactics would be to work with a public figure that aligns with the target market, such as
Serena Williams or Michelle Obama (Kahl, 2009; Olenski, 2016).

Anticipated Results
We plan to measure an increase in market share by amount of product sold. The spread of brand
awareness will be measured through surveys. Relevancy will be measured by monitoring media vanity

Tel: (317) 555-7284 Fax: (317) 555-8253 E-mail: EKI-info@edesia.com Web Site: www.edesia.com
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metrics when the product line launches. Cost efficiency will be measured by allocated budget. The
proposed tactics are outputs of the objective. The immediate response would be an increase in brand
awareness. The near-term response would be increase in sales and revenue, while the long-term response
would be a gain of at least five percent of the market share and maintaining customer loyalty.

To implement this plan, we would require an allocation of funds, collaboration with EKI marketing team,
and support from the executive board. If you choose to move forward with this plan, you can expect an
increase in market share and brand awareness, while maintaining relevancy with our current customers.

Appendix 1

CLIENT’S VISION: To market a new product to family-oriented women that will regain
the company’s former market presence.

Objective (EGAD) Strategies Tactics

Increase market share value Family Appeal Target family-oriented

through new cookware line by women with “Pampered
five percent within two years. Chef” styled parties

Benchmark: Market share is Target 28-44 year old

currently 11 percent. women by working with
famous magazine
publications (ex. Better
Rationale: To end the trend of Homes and Gardens,
decreasing market share. Women’s Health, etc.) online
and print.

Celebrity Appeal Partner with recipe Websites

Public figure that appeals to

the target demographics (ex.
Serena Williams, Former
First Lady Michelle Obama).

Appendix 2

Criteria 1 Criteria 2 Criteria 3 Criteria 4

Do Nothing
Market to Consumer X X X X
Market to Commercial X X
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Market to Consumer and X X X

Commercial

References

Chen, S. & Williams, M.J. (2013). When “mom’s the boss”: Control over domestic decision making

reduces women’s interest in workplace power. Group Processes & Intergroup Relations, 17(4),

436–452.

Kahl, M.L. (2009). First lady Michelle Obama: Advocate for strong families. Communication &

Critical/Cultural Studies, 6(3), 316-320.

MarketLine Industry Profile. (2012 June). Global housewares & specialties. MarketLine.

Olenski, S. (2016, July 20). How brands should use celebrities for endorsements. Retrieved from:

https://www.forbes.com/sites/steveolenski/2016/07/20/how-brands-should-use-celebrities-for-

endorsements/#6f501fd45593.