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Sample Inception Report Unedited

This inception report provides an overview of the ABC marketing unit's goals and strategies over the next five years. The marketing unit seeks to increase ABC's distribution networks, offer new products and services, and win new customers. It will aim to position ABC as the premier provider in the education sector market. The strategies outlined include improving brand awareness, growing sales by 10% annually, expanding distribution networks, and developing new products to meet customer needs. Key tactics involve traditional promotions like brochures and sponsorship as well as non-traditional methods like emails, community outreach, and sales promotions.

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0% found this document useful (0 votes)
144 views8 pages

Sample Inception Report Unedited

This inception report provides an overview of the ABC marketing unit's goals and strategies over the next five years. The marketing unit seeks to increase ABC's distribution networks, offer new products and services, and win new customers. It will aim to position ABC as the premier provider in the education sector market. The strategies outlined include improving brand awareness, growing sales by 10% annually, expanding distribution networks, and developing new products to meet customer needs. Key tactics involve traditional promotions like brochures and sponsorship as well as non-traditional methods like emails, community outreach, and sales promotions.

Uploaded by

Phương Lê
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 8

INCEPTION REPORT – MARKETING OFFICER

Introduction
This Inception Report has been created to support growth and Development of the ABC
through input from the marketing unit

Over the next five years, the marketing unit seeks to see an increase in ABC’s distribution
networks, offer new products and services, and win new customers.

It has also been noted that the Marketing Environment is changing. It is therefore
important for ABC to invest in, nurture and grow new markets so as to sustain the
organization’s existence and relevance in the market.

Activities
The officer understands that the following are the major duties to be carried on a daily

 Enhancing access of various stakeholders to all institutional materials and services


basis among others

 Supervising sales staff


produced by the centre

 Developing and implementing integrated and comprehensive marketing strategies.


 Managing the sales, distribution, advertising and marketing functions.
 Moving extensively in order to meet the quantitative and qualitative sales targets
 Studying the marketing needs of the centre and giving guidance thereto
 Initiating new ideas concerning the centre’s products and services
 Liaising with organisations that are instrumental in meeting the marketing
function of the centre

The following have been noted as ABC’s current product offerings whose distribution
will fall under the marketing unit.

Major (ABC)

 School Laboratory Equipment


Secondary (ABC)

 School Furniture

 Conference Room Facilities


Others

 Gardens for hire

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INCEPTION REPORT – MARKETING OFFICER

Preliminary hypotheses
In order to understand how the future of the marketing office will look like over the next
five years, it is important to understand the current status of the market as it stands; from
which the basis for the future will be determined. As such, this level of the report has
been created from the opinions and short research carried out by the marketing officer
within a period of 3 weeks and its importance is to help us know how much ground we
have to cover over the next five years

Target Market Analysis


The Target Market analysis seeks to take up a market segment approach of all
organizations and institutions that have the need and capability to purchase any of our
products on offer. ABC’s ability to differentiate its product has contributed greatly to its
annual returns. ABC’s Target Market Consists of
a. Primary Schools
b. Secondary Schools
c. Tertiary Institutions
d. Bookshops
e. Education Development Partners
f. Others

Market Demographics

Geographic
As a Marketing department, we currently don't have enough flexibility to offer all our
Products and services to our Target Market which is geared towards the Uganda
Education System. However by developing, Improving and marketing our services we
have the ability to grow our community usage

Demographics

 Organization size ranges i.e. from small to large.


Most of ABCs Prospects and Clients are influenced by demographic factors such as

 Industries vary from Government Institutions, Educational Institutions,

 The organizations’ revenue ranges depending on size and industry


Bookshops and stores, NGOs and others

 The Decision making unit of the firms vary

Behavior factors

 Usage rate is cyclical


The following are the Behavioral factors influencing the ABC market

 Buying status tends to lie between potential, first-time users and repeat business
 Readiness to buy is usually high (A final sale is attained after a minimum of 1

 Customer Loyalty is high.


month)

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INCEPTION REPORT – MARKETING OFFICER

 Buyers tend to buy on the basis of product and distribution knowledge making
information very paramount.

Market Needs

 Affordable good quality Products i.e. relevant curricula and instructional materials
The ABC Market requires the following in place

 Availability of stock as and when required


plus ABC products.

 Availability and easy access to the products and services offered to the market
 A simplified Buying Process
 User Forums and Conferences for awareness and building various user

 Adequate Market Collateral and Product/service information for the formation of


communities

 Frequent follow ups, visits and reminders plus assistance with communications to
informed decisions.

the key decision makers.

Market Trends
The market trend for ABC offerings has seen a recent increase in sales as well as an
expansion of product offerings.

 Product portfolio expansion to include conference room and garden hires


This trend has been fueled by several factors:

 Revision of the Curricula


 Increase in the number of Education Institutions thus increased demand

Market Growth
The market trends discussed above point toward a market growth for the next five years.
We would like to take advantage of this and try to create more growth in our markets by
expanding our reach, and by matching our offers and accessibility better to needs and
demands of our consumers.

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INCEPTION REPORT – MARKETING OFFICER

Methods
This section seeks to explain the goals and objectives of the marketing unit for a period of
five years after which an overall evaluation of the success or failure will be carried so that
a revision is made for the next period of time.

The single objective is to position ABC as the premier and choice distributor and provider
of all its products and service offerings. The marketing strategy will then first seek to
create customer awareness regarding the products offered, grow the customer base, and
work toward building customer loyalty and referrals. The long-range goal is to not only
to dominate the market, but to create an icon brand.

The Marketing Function therefore seeks to achieve the following in the next five years.
i) Have a major drive for ABC Brand Enhancement, Awareness and market
presence in our market. This is to position ABC as the premier reseller,
distributor and provider of all its products and service offerings which will be
measured by an increase in demand for our services through the websites,
telephone marketing and direct selling.
ii) Maintain a positive steady market growth each year.
iii) Increase sales revenue by 10% annually.
iv) Improve on the efficiency and effectiveness of the product and service
support in the market so as to maintain customer loyalty.
v) Improve and increase the distribution networks so as to Improve Product
Awareness
vi) To develop the leadership and sales abilities of our team.
vii) Achieve and maintain outstanding customer service by benchmarking on
other institutions with superior levels of customer service
viii) Generate and qualify new leads for each product offering every month
ix) Push for new product developments from production units as noted in the
strategic plan so as to satisfy all customer needs

The Marketing Mix

a) Products and Services.


Major (ABC)

 School Laboratory Equipment


ABC

 School Furniture

 Conference Room Facilities


Others

 Gardens for hire

b) Pricing
A price book will be adopted for ABC the products and services. This Price book will be
updated and maintained through the ERP. This price book will reflect the pricing
structure of ABC. Special, Technical and Complicated Pricings which cannot be

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INCEPTION REPORT – MARKETING OFFICER

determined by the price book will be discussed and agreed upon by top management.

c) Promotion
Customers expect continuous marketing. We shall therefore integrate traditional and non-
traditional marketing promotion techniques to drive sales and market growth plus Brand
Enhancement.

 Brochure distributions at meetings and events with prospects


Traditional promotions will include:

 News letters to our clientele


 Sponsorship of Education forums which attract members of our target market.
 Branding ABC Organization Vehicles

 Introducing a unified, clear and relevant ABC Caller Tune that prospective
Non Traditional Promotions will include

customers can listen to when they call the organization and its staff members to

 Monthly Marketing emails, branded with the ABC Logo to give consumers
improve brand awareness

updates and information not only about ABC products but relevant information

 Community Outreach: Through Corporate Social Responsibility and Social


about the education sector.

Networking. We will initiate several helpful community features. We will also


create a customer-only section of our website where customer projects will be
featured along with the ability to network with other customers and our design
and project staff especially for the ABC Products. News and announcements will

 Sales promotions especially during peak periods. A suggested method would


be added via RSS feeds.

include bundling pricing. Buy many at a reduced cost, Buy some number and get

 Promotional gifts for customers. Ideas include maintaining the paper bags and
one free amongst other techniques.

stickers, but we could increase these to include branded bookmarks, Pens and Key-
holders. This will increase ABC’s goodwill and create a positive attitude toward
the company

d) Distribution/place
All distributions will begin at the ABC office. In Areas where we have no physical
presence Intermediaries will be preferred such as bookshops.
There is a need to increase the number of targeted bookshops with emphasis on
bookshops in other key districts like Jinja, Mukono, Wakiso, Mbarara, lira and Gulu.
ABC’s Marketing efforts will be organized around the following customer groups



Book Resellers


Development Partners and NGOs in the Education Sector


Event Planners


Laboratory Equipment Resellers
Others

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INCEPTION REPORT – MARKETING OFFICER

These changes will enable ABC to be more creative and flexible in meeting customers’
needs.

e) People
Companies like British Airways have been benchmarked as their industry models in
customer service. It is our goal to attain a level of excellent customer service so that we
can become the benchmark amongst Government Institutions.

 Sales Training Exercises to improve people and sales skills


Some areas to focus on here in include

 Daily sales and marketing reports logged in through ERP


 Daily Task Plans shared with the Marketing Officer for evaluation

f) Processes
ERP will be used for work allocation and management of the sales team using updates of
the account status and customer contact feedback. The system is to become fully
operational for the marketing department.
We shall use the following table for daily follow ups of prospective and current
customers.
Daily Targets achieved /not achieved
Client Name Product
targets/Activities

g) Marketing Research
When working so hard on a project for a long period of time using one strategy, it is often
difficult to see things from multi-perspectives. Research has a positive, profound effect on
projects and we believe that ABC will be far more successful as a result of market
research. We therefore intend to invest in research of our markets, services and products
to achieve greater results.

Further procedure
Objective Tactics

1. Have a major drive for ABC Brand  Unique Identifier Caller tunes for

for the year 2015/16 in our market. This is to 


Enhancement, Awareness and market presence ABC

position ABC as the premier reseller, distributor 


Corporate Social Responsibility
Branded Marketing E-mails

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INCEPTION REPORT – MARKETING OFFICER



and provider of all its products and service Social Network (Facebook)
offerings which will be measured by an increase

Branded Vehicles
in demand for our services through the

Promotional Gifts
websites, telephone marketing and direct

Design Good standard Brochures
selling.

2. Maintain a positive steady market growth each  Build and grow a healthy


year. customer database


Client Visits
3. Increase sales revenue by 10% annually. Build and grow a healthy


customer database


Daily Sales Reports


Daily Task Plans


Client Visits

4. Improve on the efficiency and effectiveness of 


Sales Promotions

the product and service support in the market 


Customer Follow ups
Basic sales Training for
so as to maintain customer loyalty.

marketing staff


Promotional Gifts
Maintaining the use of the ERP
Customer Relationship
Management Module to produce

5. Improve and increase the distribution networks 


the desired outcome
Build and grow a Distribution
so as to Improve Product Awareness Network Database of all our


Product Resellers
Strengthen ABC Website for

6. To develop the leadership and sales abilities of 


Marketing Purposes
Sales Training and Internship

7. Achieve and maintain outstanding customer 


our team.

service by benchmarking on other institutions 


Customer Service Training
Promotional Gifts
with superior levels of customer service

8. Generate and qualify new leads for each 



Establish a customer database
product offering every month
9. Push for new product developments from 
Aggressive Selling
Work hand in hand with the
production units as noted in the strategic plan Curriculum Development Teams
so as to satisfy all customer needs and ABC to sustain the relevance
of the centre through continuous
product improvement.

For purposes of efficiency and effectiveness, a certain measure of time and success must

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INCEPTION REPORT – MARKETING OFFICER

be included. I therefore seek to have timelines that will guide the implementation of this
plan in its first years.

Monitoring Procedures
To analyze the effectiveness, it is necessary to compare actual performance with plan
objectives. To facilitate this analysis, monitoring procedures should be developed for the
various activities required to bring the marketing plan to fruition. These procedures
include, but are not limited to, the following:



Our two key marketing measures are initial lead conversion and repeat purchases
A perpetual comparison of actual and planned activities will be conducted on a
monthly basis for the first year and on a quarterly basis after the initial
implementation phase. The marketing officer, will report their comparison of actual
and planned outcomes directly to the Finance Secretary.

|8

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