Houzit

Marketing plan for the homeware store by Krishna Chaitanya Gampa

 • homeware chain of stores has 15 stores in
Brisbane
• main products are bathroom & bedroom
fittings, mirrors and decorative items
Organizational
overview Vision of the organization:
• presence in all Australian cities by 2020, with
total store count to become 100 from the
present 15
 • Increase sales from $15 million to $20 million
Organisational • Increase loyalty membership list to 15,000
objectives • Increase customer awareness in Brisbane
SWOT Analysis
Strengths
•Highly skilled and knowledgeable employees
Weaknesses
•Great retail space with all amenities in great locations • Limited marketing budget
•High customer loyalty
•Better products compared to competition • Burden of maintaining long term payment plans of customers

SWOT Analysis

Opportunities Threats
• High growth market and less consumer awareness • Competition from local independent retailers with cheaper
• Increase sales in outer Brisbane products
• Compeition from national chains
• Economic recession
Marketing opportunities
• TV advertising:
• Benefits
• Risks

• Digital marketing
• Benefits
• Risks
 Why digital marketing is good for Houzit

limited budget

Picking the Demographics and trends of Australia

right strategy
Customized targeting

Flexible strategies
 Price

Product

Marketing mix
Promotion

Place
 NO: OF VISITORS TO THE NO: OF VISITORS WHO NUMBER OF PEOPLE
WEBSITE ENGAGED WITH A DIGITAL VISITING THE STORE
ADVERTISEMENT

Review- KPIs

INCREASE IN AWARENESS CUSTOMER ACQUISITION

ABOUT THE COST
ORGANIZATION
 SNo Marketing activity Cost

1 Develop website $2000

2 Perform SEO, maintain blog, create back- $1500

links etc.

Costing 3 Run Google AdWords and advertisement

in facebook, twitter, Pinterest, Instagram
$5000

etc.

4 Consultant fee $3000

5 Designer fee $1500

Total $13000
 Legal

• Electronic communication laws

• Advertisement laws
Legal and • Cyber laws
ethical • Environmental regulations
issues
Ethical:

• Privacy rights
 Conclusion

• Digital marketing is a low

investment, low risk and
high impact marketing
strategy which suits well
with the strategic goals of
Houzit.