Professional Documents
Culture Documents
Industries
Company
Background
Market Players
Market Size
Estimation of approximately:
19500-26000 Hammers
1 Set of CMI pad(6 pads) drives 10000 ft. Therefore 29000-39000 sets
required.
Segmentation :
1 Pile hammer manufacturers
2 Pile hammer distributors
3 Engineering/construction contractors
4 Independent pile driving contractors
Targeting:
75% of pile driving contractors already own their own tools.
Eventually after tackling the 75% majority 25% who rent will follow
the rest of the majority to demand CMI pad.
Positioning
Identify the positioning concepts for each segment and select the
best and communicate it.
Develop a Marketing mix for Each segment.
Does not Harm a persons health
Pricing strategy
Price objectives: maximize quantity and profit margin.
Price methods: cost-plus pricing set the price at the production cost
plus a certain profit margin.
Place
Consultants
Contractors
Rentals
Promotion:
Word of mouth
Pile hammer manufacturers
To influence recommendations
Professor Stephen McCormack
Department to study pile driving and was a respected authority
Manufacturers Representative:
Focus training on: cost saving benefit of the pads
Potential danger of the asbestos
Creating brand name
Important in promoting the diffusion of the product in marketplace.