Powerhouse Marketing Plans(c) 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge [... ]aigns

Chapter 7: Secondary Research to Develop Market Reviews

Table 7.1: Satellite Batteries National Rollout Schedule

Table 7-2: Tentative Timetable

Table 7-3: Satellite Batteries Financial Overview (Dollars in 000s)

Table 7-4: Satellite Batteries Forecasted Four-Year Income Statement (in Thousands)

Chapter 8: Using Telephone Surveys in Completing Market Reviews

Table 8-1. Number of Selected Retail Outlets in 1999 by Type and Geographic Region

Table 8-2. Number of Retail Outlets by Trade Class (1999) New Jersey and Five-State Region

Table 8-3. Average Unit Movement and Price for Each Retail Outlet Stocking Telephone Conferencing Devices (1999)

Table 8-4. 1999 Dollar Sales Through Retail Channels of Distribution, Telephone Conferencing Devices (In Thousands)

Table 8-5. 1999 Unit and Dollar Sales Through Distribution Channels Other Than Retail Trade Outlets Total United States (In Thousands)

Table 8-6. 1999 Summary of Total Industry in Units and Dollar Sales

Table 8-7. Telephone Conferencing Devices Total United States Market History and Forecast (19972002) (Thousands of Dollars and Units)

Table 8-8. Market Share by Manufacturer (1999) Total United States

Table 8-9. 1999 Summary of Unit and Retail Dollar Sales Through Retail Channels of Distribution by Price Point

Table 8-10. Breakdown of 1999 Business and Residence Purchases in Units and Factory Dollars (In Thousands)

Table 8-11. Industry Advertising by Manufacturer (19961999) (In Thousands)

Table 8-12. Industry Advertising by Medium, 19961999 (In Thousands)

Table 8-13. Product Pricing

Table 8-14. Split-Level Advertising Test of National Media Plan

Table 8-15. Tentative Venture Timetable

Table 8-16. Financial Overview National Low-Level Advertising Plan

Table 8-17. Financial Overview National High-Level Advertising Plan

Table 8-18. Pro Forma Five-Year P&L Statement National Low-Level Advertising Plan (000)

Table 8-19. Pro Forma Five-Year P&L Statement National High-Level Advertising Plan (000)

Chapter 9: Market Reviews Completed with Online Surveys

Table 9-1. Consumers Preferred Design Concepts for Table Mats and Napkins

Table 9-2. Consumers Ratings of Alternative Marketing Concepts for Table Mats and Napkins

Table 9-3. Product Line Summary

Table 9-4. Tentative Timetable

Table 9-5. Estimated Income Statement for Going Year (000)

Chapter 10: Focus Groups Can Be the Key to Understanding the Consumer

Table 10-1. Venture Timetable

Table 10-2. National Sales Forecast ($000s Omitted)

Chapter 11: Using Online Consumer Qualitative Research

Table 11-1. Forecasted Unit Sales of Central Residential Air Conditioners in Taiwan

Table 11-2. Retail Sales Versus Sales Billed

Table 11-3. Taiwan Central Residential Air-Conditioning Forecasted Profit and Loss for 2000 (000)

Chapter 12: Using Ethnographic Research t o Understand Consumers

Table 12-1. 2000 Selected Infants Shoe Market Units and Retail Dollar Sales (000)

Table 12-2. Infants Shoe Market by Trade Channel (000)

Table 12-3. Selected Infants Shoe Market by Geographic Region

Table 12-4. Selected Infants Shoe Market Gift Versus Own Use Purchase

Table 12-5. Year One Promotion Plan Cost (000)

Table 12-6. Initial Trade Promotion

Table 12-7. Projected Going-Year Sales Expenses (000)

Table 12-8. Pipeline Sales Calculations for Introductory Year at Retail

Table 12-9. Estimated Income Statement for Going Year

Table 12-10. Prototype Income Statement Total National Expansion Based on $52,112,000 Going-Year Retail Sales (000)

Chapter 14: Putting It All Together

Table 14-1. Number of Selected Retail Outlets by Type and Geographic Region

Table 14-2. Average Annual Movement in Square Feet for Each Retail Outlet Stocking Plastic Laminates

Table 14-3. Average Retail Prices (per Square Foot) Received on Plastic Laminates by Retail Trade Class

Table 14-4. Plastic Laminate Sales at Retail Prices by Trade Class (000)

Table 14-5. Average Retail Margins Received by Alternative Trade Classes

Table 14-6. Average Margins Received by Distributors on Alternative Types of Plastic Laminates

Table 14-7. Timetable for New Top Venture

Table 14-8. Forecasted Three-Year Income Statement (in 000s)