Marketing Plan Mkt 421 U of P

Team C Product asylum timbre University of Phoenix MKT/421 Robin Reis adjoin 29, 2010 administrational overview Ames is a leader in North America and is known for its attri entirelye non-powered tend and lawn yields. Ames was founded in 1774 by Captain John Ames. During most of the lodges past 230 twelvemonths of serv chicken feed the confederation produced altogether if shovels and controlled 60% of the U. S. merc wadise sh atomic number 18 (n. d. ). Over the past three cristals Ames has bargain ford several companies to poke place its merchandise shargon to eitherow quality non-powered lawn and garden intersections.In 1991 Ames acquired the Garant party a Canadian party and in 1997 purchased Woodings-Verona and IXL. Over the following decade the shovel giant perish ond to purchase various companies in the garden and lawn c exclusivelying. The shovel giant is again looking for ways to expand its yield line Ames provide introduce a innovative daughter c omp both c everyed natural rubber meter. Ames is a leader in quality carrefours and node satisfaction, sentry duty timbre plant keep the same quality and workmanship and point on the customer.The Mission landment is to develop and deliver the most accredited non-powered lawn and garden harvest-times including alsols and decorative inletories that provide quality to our customers, increase sustainable networkability, and push back shargonholder value. We believe that our global manufacturing strategy, establish primarily upon a cash in wholenessnesss chips of domestic manufacturing and sourced intersection point, acquits us bell-competitive while al upseting us to provide a towering level of customer swear give away (Ames true temper,). pr flattive stairs is in the heart of the bump and tripe to ensure quality intersection out increment is continued.The main headquarters is in Mount Washington New Hampshire. The second-rate play falsefall in Mount Wash ington is 260. 6 inches (NCDC, 2010), with an annual low mean temperature of 19 degrees. Mount Washington is noted for its extreme tolerate conditions, one of the worlds highest wind velocities (231 miles 372 kilometer per hour) has been recorded there in 1934 (Britannica, 2010). The production show is in Marquette, Michigan. The city has an annual setbackfall of 141 inches (NCDC, 2010) and an annual mean temperature of 8. 7 ( topical Results, 2010). caoutchouc smell is introducing a heated root lustre littleness to rent twain homeowners and commercialised businesses a safe, snow and longing-wash- fall by the wayside walk of life into and out of their homes and businesses. The snarl up go forth take away multiple attachments and color options to fit the consume of the customer. New Product Description The following paragraphs infra take in dependation a sensitive product that our evoke keep order allow amplify a tangible product for a ho usagehold consumer an d commercial customer.The difference between the consumer products commercialize and the business product market is derived assume the invite for business products derives from the demand for final consumer products (Kerin, Berkowitz, Hartley, &038 Rudelius, 2006). This product provides safety device pure tone while walking done and on increment abide, snow, frappe, or pissed off surfaces. The technology and human body of the durable nonslip diamond-top surface has ? in diam holes for excellent drain and safe passage as pedestrians walk on surface. A sweep that pass acrosss a paseo or porch that prevents snow and crank from forming called safety dev ice measuring stick.The prostratet gage be purchased in different lengths and widths and has superfluous attachments for step. The knot is plugged into an outlet that keeps the snow and ice from forming on it. The matte up uses low wattage technology minimizing the metre of electricity employ during operation. The product contains a circuit that go out turn itself off in case of any power interruption or surge. It has a non-skid, non-slip proof surface that even when wet testament prevent a person from slipping on it. The mat dimensions are two feet wide by louver feet long. ? SWOT AnalysisThe external and internal factors of a business forces their order and counselling to come up with solutions to potential threats. A SWOT analytic thinking aids to guide business strategies and identifies threats and opportunities an acknowledging the external and internal factors into the business programme entrust allows a company to compass goals, and keeping a slew and mission of that company from failure. SWOT Analysis StrengthsWeaknessesOpportunitiesThreats Highest quality of products asylum step stub be looked upon as normalizeal percentage point Uses a cutting type of technologies Competitors stack alter rubber measurementProvides safety steps for pedestrians as they happe n upon on surfaceCostly to hold inventory in warehousesCustomer swear out personalised truenessIncreases production therefore, increases in production causing harms to increase assorted give the sack be used in decorateCan be ordered 24hours online Strengths The singularity in the marketplace comes from the vision, mission, and values of Ames. We are good known oecumenical and earn the trust of many customers and deliver the highest quality of products and services to our customers. Pedestrians walk with confidence and safety. Unique colourize and costume features attract versatility. ?Weakness The Safety footstep may be looked upon as alone a seasonal item. Incremental hold only therefore, overlooking the fact that the Safety yard technology design provides efficiency, safe comfort, and in all kinds of weather. Opportunities The unique colors and custom attachments provide a wide range of surfaces uses. The technologies that Safety tone of voices requires extra worke rs therefore, providing new jobs. Ordering on telephone has educate access to talk with customer representatives, earning and keeping the trust of personal commitment. Promotes little injuries and disconnected time at work, or decorative yard landscaping feature.Threats Competitors can alter the Safety misuse to make something similar whereas Ames would digest to do fast adjustments therefore, causing an increases in production or cost devising the Safety ill-use less appealing because it becomes too expensive to own. Trends belatedly on the news everyone has heard about how crazy the weather has been. The State of Washington covered in snow for weeks the state of Texas covered quaternion days of nine and 10 inches of snow. The worlds ever-changing surround it is a perfect time to show a great product like the Safety metre. merchandiseing lookMarket research for the Safety Step consists of consumer summary and industry analysis. Consumer analysis testament consist of subaltern data gathered from the 2000 US numerate Bureau that lists the potential households in ice-common cold weather states that may purchase the Safety Step. Primary analysis forget consist of surveys of shoppers at a few calculateed stores in the regions in which the Safety Step is planned to be sold. Demographics Demographics for the Safety Step are areas of the coupled States that experience cold weather below 35 degrees F. The Safety Step can be marketed to both consumers and businesses.Consumers would purchase the Safety Step to ensure a clear snow step down/ice free walkway during the wintertime. Using the US enumerate Bureau results from 2000 there are 31 states in which the Safety Step may be marketed. addition A shows the states and the total households per state. The Census results show a US market potential of 60 million households in 31 cold weather states. Psychographics The consumer psychographics are homeowners in cold climates that ingest walkways prone to ice pass onup. theatreowners with ice buildup fear someone slipping on the ice and causing an injury.Homeowners can be liable of injuries sustained on their property because of negligence. Safety Step impart prevent any ice from forming on walkways removing the fear for the homeowners. Behaviors (e. g. purchase behaviors) Safety Step lead be marketed to homeowners stating the well- creation that the product provides to the consumer by eliminating ice buildup. The convenience of placing Safety Step on the walkway at the beginning of cold weather and plugging it in exit be communicated to the consumers to agitate the product. Geographical considerationsSafety Step testament be marketed in the colder states because of its snow/ice melting features for the consumer market. The business market will alike be targeted in the colder states. Industrial Analysis Competitor Analysis Safety Step competition for the consumer market comes in many forms. The snow shovel is one source of competition in which the homeowner believes that if they just shovel comfortably enough there will be no withdraw for the product. some other challenger is the chemical substance product that the homeowner throws on top of the ice and as the chemical starts to work the ice is melted.The shovel and chemicals both assume to be used after the snow or ice has strengthened up whereas the Safety Step prevents snow and ice from forming on the walkway eliminating the potential of someone slipping. Segmentation Market naval division for this product is essential to justify the necessary marketplace take ins. This product may be reusable for some clients, and yet others may not let out a engage. This segmentation process is all-important(prenominal) to under wear the necessarily of the client. A client who lives in Mexico is most potential not going to need a mat that warms up. This is understandable that this is not the target demographic .Criteria The geographic segmentat ion involves vast research into the needs of the clients within the different areas. Demographic segmentation is base on the age, income level, purchasing power, gender, family size, nationality, religion, education (Mathe, 2010). The demographic segmentation centrees more on the mammothr purchases that a family may make such as a home or vehicle. Target Markets The sale of this product is more likely to be based on geography. Certain states with different climates will be more inclined to purchase a product that they can use in the winter.The Safety Step will be marketed to the all states that shoot a temperature that drops below 40 degrees in a normal year. These states will be the primary gross sales areas, save the product will also be available finished and finished website and catalog throughout the world. This product is important for those who put one across had issues with bad weather and are having issues with safety outside. Differentiation and status The comp eting consumer products are shovels and chemical products that melt snow and ice after it has formed. Safety Step will be marketed with the come on that the mat melts snow and ice before it can build up on the customers step.The plan is to draw attention to the fact Safety Step is a safer product because it does not allow the snow and ice to build up on the step whereas the challengers product does. This will give Safety Step the unique position of promoting the product as safer than the competitors wins. Another trade strategy that will be used is the Safety Steps ease of use. The plan is to market Safety Step to the consumers with the information that the all the consumer needs to do is lay the mat down on the step and plug it in before the weather turns cold. The approximate cost to operate is $0. 02 per hour.This is an estimate based on the cost per kilowatt-hour is $0. 15. Cost per kilowatt-hour may vary by state or region. The market approach will continue by stating Saf ety Step will provide a snow/ice from form on the walkway even during a heavy snowstorm unlike shovels or chemical products that require the consumer to go outside and shovel or apply the chemical to the step. The position defined with ease of use approach will be put the Safety Step on the consumers steps at the beginning of the cold weather plug it in and the consumer does not need to bother with the product until spring comes.This will differentiate the product from shovels and chemicals that run through to be used frequently during winter months. Product Life daily round Product life round of golf needs to be understood and managed for a product to be successful. The market introduction chassis for Safety Step may be a longer process than other products handled by Ames Company because there is no other product currently on the market similar to the Safety Step. The merchandise approach during the introduction phase will be to demonstrate the product at local Home and Garden shows held in major cold weather cities throughout the United States.Additionally, direct mailings will be sent to households in major cold weather cities informing the consumer of the product. These approaches should provide the interest necessary for the product to move into the market growth phase of the product life cycle. The market growth phase of Safety Step should last one winter season and possibly even two winter seasons before competitors develop a similar product. During the market growth phase advertizement will continue with the direct personal approach for sales. The plan is to arrive one-on-one meetings and demonstrations of the product in the customers home.It is expected that the demonstrations will increase excogitate of mouth in the public eye(predicate)ity that will increase sales. Once the consumer interest has been constituted and the competition has similar products Safety Step will enter the market maturity phase of the life cycle. During this phase t he marketing approach will be to offer discounts for consumers who buy more than one Safety Step. The advertising for Safety Step during the maturity phase will point out Safety Steps durability and quality attributes as well as pointing out any other attribute that Safety Step has that the competition does not.The maturity phase of the life cycle should last a minimum of two to three years before another emend product is introduced and sales start to ancestry. The sales decline life cycle may be short in duration as the new products take sales away from Safety Step. The approach during the sales decline phase will be to advertise the Ames company brand on with the products quality and durability features. The product price may also substantiate to be reduced to keep consumers interest. The price will only be lowered to such that the company is still making a dispirited profit but not much.The production of Safety Step will be stopped once the competition has driven the price b elow the cost to produce the product. inventionning a marketing strategy for all four phases of the product life cycle will help to make Safety Step a successful product. selling mix In order for an organization to be successful, balance marketing fosters the termination of a new product or service. When examining the marketing mix for a product launch or new service eliminating the threat factor can happen if managed rectifyly.Understanding the tools are necessary, as marketers call the four Ps, will put the right product or the right type of service at the right point of sale price. Product and Service A new product or service first step is to consider where to begin, create and develop the process launch unto the public. An organization considers itself first when request does it meet the needs in the perspective for the customer, how assessable can the organization provide and distribute its product or service moreover, will the customer consider that the new product is a fai r price and tardily to remember the brand because the marketing communications developed.Type of Product Introducing Safety Step when weather grows tough and budgets are tighter, customers can rely on Ames to offer a quality new product at an uncomparable price. Safety Step is a heated floor mat offered to both homeowners and commercial businesses. This product provides safety steps while walking through and on incremental weather, snow, ice, or wet surfaces. The heated mat electric waves built within provide enough heat to penetrate through snow and ice. The melted and wet surface drains from the sides of covered area.The technology and design of the durable nonslip diamond-top surface has ? in diameter holes for excellent drainage and traction. Features Vinyl top is tough enough to take abuse from plant shoes and wheelchairs. Safe comfort provides workers with a cushioned area to stand or work that decreases strain on feet and legs. Resist oil, greases, and liquid Runners (sid es of the mat) are beveled somewhat the entire mat to prevent tripping hazards Snow /ice melting features for consumers/ business markets Versatile can also be unitizes landscaping Identification/ crackAmes Corporation is a quality merchandiser that customers can trust with reliable service. Ames distinguishes products from the competition with unique colors, and custom features that extends mats through lax attachments. Production and Delivery Service Products can be ordered online through secure shopping 24 hours a day. If a customer is registered through Ames website, Ames will offer discounts of 10%. Orders on a telephone have direct access to talk with a customer service representative. Orders in and service by mail fax, online or phone features to keep any customer happy.Ames has several large warehouses with large stock quantities. Shipping in some cases will be free, and for large orders because of super size surfaces coverage, Ames provides put services as customer cour tesy. Pricing The Safety Step mat has little to no competition in the market in equivalence to other products as potato chips. The research has shown that less than 10 competitor mats are available for purchase now. The competitors mats range from $99. 95 to $127. 98. These mats are primarily online with little to no advertisement.The Safety Step will be priced accordingly to ensure sales are possible for the company and the employees. Although there is not a single way to price a product there are many ways to test the market and find an appropriate price for an item. The pricing strategy for this product begins with acting a market analysis, segmentation, targeting, and positioning. Understanding that this mat is most useful in an environment that is more likely to have ice or snow is necessary when analyzing the market. The product sales will need to be cerebrate on the beginning of the winter season.The spring and summer months are less likely to have a large amount of sales. The demand will increase in the beginning of the winter cycle the price of the item should coincide to help sell the item. The cost of production will also have an effect on the product. The company will attempt to maximize the current profit, while taking into account revenue and cost. Maximizing the cadence of product is justified to have preparation of customers. The status quo is keeping the product stable avoiding price wars among other companies.The company will choose to focus on a cost plus pricing order to achieve the production costs as well as a piddling profit to achieve a toehold in the market. Once the product has been hardened for sale the market will show the company what if any decrease of price should take place. If the product sells quickly than the company may need to reevaluate their pricing strategy for the future. Safety Step will be price competitively at $99. 00. Production costs for from for each one one mat is roughly $38 dollars, distribution cost s is a percentage of each sale and base pay for the sales team. This comes to about $15 dollars per mat sold.If the staff sells ascorbic acid mats to a retailer, they will net $1500 dollars. Marketing of the product is $3 dollars per mat. The retail price of the mat should be $99 dollars this price is based on the $56 dollars in costs and overhead with $10 dollars going to the retail establishment for sales. This leaves a profit of $33 dollars per mat. This profit will go toward revelation of the product and the continued manufacturing of the product. Based on 100 mat sales the company would make $3300 dollars in profit. This mat must have 1000 sales in order for the company to have a good profit base.Once the market has been tested with this price the sales will show if the product price is too high or too low. Placement The company will have Safety Step manufactured at the existing facility in Camp Hill Virginia. This manufacturer will complete an established amount of mats withi n the necessary time frame. Production costs are based on the different sizes, and components of the mats. The company may decide to focus on three sizes than they must have three separate prices and production costs for the mats. The company will focus on one mat that is 24 x 5 this particular mat has 120 volts and 263 watts.This mat is one color and one size to make the production costs less than they would be in the future. forwarding Promoting a product is not only about developing the correct product at the correct time, but also the communication involved with all parties. A company would not want to promote a product that was used for ice and snow in a climate that never receives snow or ice the likely hood of the product selling is not very high. procession is the fourth P in the marketing mix designed to inform the end consumer about the product, what the product does and how the product can help the user.What benefits the consumer will receive from the product and will the price of the product fit into the budget. onward motion is also used to persuade a customer that the product is the correct one for him or her. The promotional mix is a combination of personal selling, advertising, sales promotion, public relations, and websites. The first thing a company needs to ask its self is what strategy they believe will work stovepipe for the company, will they use the PUSH or the bow out method. Safety Step believes the PULL method would work best for the new heated mat.The PULL STRATEGY requires direct interface with the end user of the offering. Use of bring of distribution is minimized during the first stages of promotion and a major commitment to advertising is required. The objective is to pull the prospects into the various channel outlets creating a demand the channels cannot ignore (Center for Business Planning, 2010, para 12). The product cannot be promoted in effect in warmer areas causing the company to work with specific areas and to bui ld a strong bond with customers to help ensure safety. Safety Step will focus on the benefits of product advertising. This is especially beneficial when you have introduced a new approach to solving a user need and comparison to the old approaches is inappropriate (Center for Business Planning, 2010). Initial Sales Promotion Safety Step will focus sales of the heated floor mat through the company website www. safetysteps. com. Sales from the website are virtually free of charge to the company with only a small set up fee and the process of fulfilling the orders. Personal selling to households and businesses in major cold weather cities will be the main focus in the initial selling process.Safety Step wants to have a personal human relationship with its customers with one-on-one meetings and demonstrating the product in a home or business setting to allow the customer to feel comfortable to ask questions and determine the product in person with no pressure. Safety Step believes th at with this approach the product can sell its self and the customer will diddle Safety Step is about not only safety but also the customer. Safety Step will advertise through direct mail via an 8 ? x 11 glossy sheet cover areas used without a mat and also used with a mat.Ames the parent company has a large database of costes, phone numbers and e-mail address for both businesses and homeowners available to Safety Step. The flyer will also fork out other options currently available for snow and ice removal including flavour pellets, sand and rocks, Sodium chloride (NaCL), which may contain cyanide. Calcium chloride (CaCl) is slightly interrupt because less goes farther, but it is still not ideal, considering its run-off still increases algae growth, which clogs waterways. special K chloride is another salt to avoid.Customers will learn the advantages of Safety Step and how it will not only help the customer but also beautify plants, especially those particularly salt-sensitiv e, like tulip poplars, maples, balsam firs, white pines, hemlock, Norway spruce, dogwood, redbud, rose bushes, and spirea bushes (The insouciant dark-green, 2010). Landscaping can be an expensive cost to customers and the Safety Step can eliminate the need for chemicals that can cause damage and even death to landscape plants. Safety Step will have promotions for customers who wish to purchase more than one mat and with the purchase of the accessory all in one transaction.Contests also can be used to find the most creative ways a mat has been applied around a business or home. This will not only benefit the customer but also the business with a flow of new ideas and ways to better help the end user. figure Safety Step has allotted a budget of 11. 7 million dollars for the first year of operations. Areas covered include force-out, marketing research, marketing communication, channels, customer acquisition, retention, and other. Safety Step has looked at each area and broken each section into sub-sections entrance appendix B attached. Safety Steps has allotted the largest portion to the personnel section.The personnel section has sub-sections of salaries/wages, benefits, payroll taxes, commissions, and bonuses. Salaries and wages tops out the graph at 7. 2 million in burden with taxes coming in second at two million. Safety Step believes the allotted amounts should cover the personnel section with a contingency included. Marketing and Research have a budget of 260 thousand dollars. This amount covers both the primary and collateral research for the Safety Step mat. Secondary research has been allotted near five thousand per month to cover quality problems should they exist.Safety Step and the Ames Company are known for their quality products and service and keeping a fund for problems is essential. Marketing Communications falls second in deliberate to cost of budget. A budget of 1. 1 million has been set. The areas with the larger amounts being spent ar e branding at 240 thousand, advertising at 435 thousand, and public relations at 140 thousand. Advertising the Safety Step in a positive and customer-focused atmosphere is critical for the continuance of the product. Channels have a budget of 96 thousand. Channels include communications and training, promotions and incentives, and commissions/bonuses.Commissions and bonuses are awarded in December of each year allowing a budget only in December. Training and communication is included to ensure the quality of the sales team at Safety Step. Incentives are also included each month to promote the sales team. The sales team, production, and share staff will need focus and drive and offering incentives will help with morale and positive workflow. Safety Step has a section for other to include postage, attorney fees, telephone, travel, computers, and office equipment. Postage will be a large outlay with mass mailings to costumers to educate them in Safety Step.Travel is the largest expe nditure in the other sections because of the need for salespeople in strategic areas (cold weather cities) to promote Safety Step. Computers and equipment is the second largest expenditure for the other section, Safety step believes in year two this amount should drop dramatically. Computers and office equipment are needed to offer both the customer and employees cull of mind. The computers can offer piece of mind by fast reliable service for ordering, processing claims, and introduce inventory. Attorney fees are in the section to have an on hand attorney office for any needs that may arise.Monitoring and Evaluating persuasiveness A successful development process for Safety Step starts with Ames 5D Principles in addition, will apply a perceptual map for identify opportunities by highlighting unsatisfied needs of the customer to gain an edge because Safety Step goal must differentiate. DISCOVERDEVISEDESIGNDEVELOPDEPLOY Good Data Organizations values and school of thought perceptu al Map SWOT Analysis Message Strategy Brand name, label, and packaging Production staff functionality controls changes and defects Execute with confidence Production method and delivery of serviceTarget Customers and customers feedback Measurable Data Developed written matter writer and creative art ads Testing phase implementing mat to versatile weather conditionsPlan activities around promotions Purchase Behavior Marketing Strategies Competitor AnalysisPromote safety step phrase in visual and verbal expressionsResearch and testing staying ahead of the competition Evaluate preparations for the next four years plan look back and research Geographical ConsiderationsPlanning process through project managers Challenging target market , but avoiding costly errorsTracking movement of sales and awareness of recommendationsPerceptual map gives a visual representation to the marketing team of customers experience of Safety Step aids in the positioning strategy. The insight gained from the perceptual map can be formulated through the four parameters therefore, implementing a guide of a before and after exercise. Ames understands that increase of profit and sales drives the success in marketing execution, but a good marketing team also understands it is not the best indicators. During the course of an execute launch of a new product sales sometimes remain flat.Ames will identify all performance indictors with comprehensive reports so that through execution of the 5Ds principles, perceptual map, and knowing the parameters for development will be modified the next four years. The success of Safety Step growth stage in an oligopoly market can keep the competitions in uncertainly. Ethics and Social accountability The marketing efforts will be monitored to ensure that Safety Step will be promoted accurately to the consumer. The advertisement for Safety Step will only contain information that is true and accurate for the product.Packaging of the product will not have a ny misleading claims but rather bring up the product accurately. Salespeople will also receive training to communicate accurately the product without pressuring customers while they are demonstrating the product during the door to door campaign. The companys goal is to promote the product accurately by having inner salespeople that provides product information not pressure. Conclusion Developing a marketing plan with Perceptual Maps, SWOTT analysis, identifying environmental factors affect marking decisions.These business decisions move the product life cycle and identifies the appropriate price strategy along with public relations opportunities for Safety Step. Therefore, allowing Team C to answer all questions, without this structure information could not be obtained in an orderly urge on manner. ? References (n. d. ). Ames true temper past present and future. Retrieved from http//www. ames. com/aboutus. html (n. d. ). Ames Shovel Works. Retrieved March 14, 2010, from http//www . responsiblegrowthforeaston. com/shovel_shop/ShovelWorksHistory. pdf Center for Business Planning (2010). Marketing Plan.Retrieved March 21, 2010, from http//www. businessplans. org/Market. html Current Results (2010). Coldest Places in United States. Retrieved March 15, 2010, from http//www. currentresults. com/Weather-Extremes/US/coldest. php Kerin, Berkowitz, Hartley, and Rudelius Chapter 9, McGraw-Hill/Irwin, 2004 New York, NY Mathe, AR (2010). Market Segmentation Targeting Positioning. Retrieved March 15, 2010 from website http//www. scribd. com/doc/24765486/Market-Segmentation-Targeting-Positioning-by-amarnath. NCDC (2010). Snowfall Average hit In Inches. Retrieved March 15, 2010, from Pearce, Jack and Richard Robin, ( 2004).Chapter 1, Overview of Strategic Management. Retrieved March 5, 2010 from University of Phoenix, rEsource, Bus475 course Website. The Daily Green (2010). 9 Eco-friendly Ways to De-Ice Your Driveway. Retrieved March 21,2010, from http//www. thedailygreen . com/living-green/blogs/green-products-services/driveway-ice-environment-55013001 U. S. Census Bureau, (2000). United states &8212 states and puerto anti-racketeering law . Retrieved from http//factfinder. census. gov/servlet/GCTTable? _bm=y&038-geo_id=01000US&038-ds_name=DEC_2000_SF1_U&038-_lang=en&038-redoLog=false&038-format=US-9US-9S&038-mt_name=DEC_2000_SF1_U_GCTH5_US9&038-CONTEXT=gct (n. d).Washington, Mount. Retrieved from Britannica Online database. ? Appendix A 2000 US Census Bureau Total Housing Units Geographic areaTotal housing units United States115,904,641 Alaska260,978 Colorado1,808,037 Connecticut1,385,975 Delaware343,072 rule of Columbia274,845 Idaho527,824 Illinois4,885,615 Indiana2,532,319 Iowa1,232,511 Maine651,901 Maryland2,145,283 Massachusetts2,621,989 Michigan4,234,279 Minnesota2,065,946 Montana412,633 Nebraska722,668 New Hampshire547,024 New Jersey3,310,275 New York7,679,307 North Carolina3,523,944 North Dakota289,677 Ohio4,783,051 Oregon1,452,709 Pennsylva nia5,249,750Rhode Island439,837 South Dakota323,208 Utah768,594 Vermont294,382 Washington2,451,075 Wisconsin2,321,144 Wyoming223,854 Total59,763,706 (U. S. Census Bureau, 2000) ? Appendix B Budget (amounts in thousands) Marketing Budget Plan Safety Step JanFebMarAprMayJunJulAugSepOctNovDecTotal Personnel Salaries, wages800 four hundred 400 400 800 800 800 400 800 800 800 $ 7,200 Benefits 100 100 100 100 100 $ 500 payroll taxes 500 350 400 150 200 200 200 $ 2,000 Commissions and bonuses 100 $ 100 Total$800$400$1,000$400$1,250$800$1,300$0$550$1,100$1,000$1,200 $ 9,800Market Research Primary research 100 100 $ 200 Secondary research10 10 10 10 10 10 $ 60 Library management $ Total$10$0$10$100$10$0$10$0$10$0$110$0 $ 260 Marketing Communications Branding60 60 60 60 $ 240 Advertising50 100 50 25 100 100 10 $ 435 Web sites2 2 2 2 2 10 10 10 2 10 10 10 $ 72 Direct marketing20 10 10 10 10 10 10 $ 80 Internet marketing10 10 10 10 10 10 10 10 $ 80 Collateral $ reduce relations5 5 5 5 5 5 5 $ 35 Public relations20 20 20 20 20 20 20 $ 140 Analyst relations $ Events5 5 5 5 5 5 5 $ 35 Total$172$2$12$2$62$clx$110$85$62$160$160$130 $ 1,117 Channels Channel communications and training10 10 10 10 10 10 $ 60 Channel promotions and incentives2 2 2 2 2 2 2 2 $ 16 Channel commissions/bonuses 20 $ 20 Total$12$12$12$10$10$12$2$2$0$0$2$22 $ 96Customer Acquisition &038 Retention (CAR) Lead generation 10 10 10 10 10 $ 50 Customer loyalty2 5 5 2 5 4 3 $ 26 Total$2$0$0$10$10$5$5$12$0$15$4$13 $ 76 different Postage8 10 10 10 10 $ 48 Attorney fees5 5 5 5 5 5 5 5 5 5 5 5 $ 60 Telephone2 2 2 2 2 2 2 2 2 2 2 2 $ 24 Travel12 8 8 8 8 12 12 12 8 18 18 18 $ 142 Computers and office equipment10 5 5 5 10 10 10 10 5 10 10 10 $ 100 Total$37$20$20$20$25$39$39$29$20$45$45$35 $ 374 Total Marketing Budget$1,033$434$1,054$542$1,367$1,016$1,466$128$642$1,320$1,321$1,400 $ 11,723