HOLY GARDENS OTON MEMORIAL PARK
MARKETING PLAN – FOFF
GOAL/OBJECTIVES
1. To develop branding by the use of social media marketing.
2. To generate additional 100 prospects per month and close additional 5 units per month.
3. To post 20 free obits per month.
REALITY
Last year the registered number of death in Civil Registry Office in the (Jan. –Dec. 2010) is 361 and only 32 were interred in Holy Gardens Oton Memorial Park. Our percentage share in the market is only three percent (3%). The remaining ninety seven percent (97%) goes to the competitor and large number in public cemetery.
In order to rationalize this, we created a blog site of Free Online Obituaries for non-customers to generate more prospects that eventually lead into sales thus increasing our share of the pie this year.
Options/Alternatives:
PLAN A.
1. Obtain list of deceased person in City Health Office and Hospitals. Create contact person for ease of daily acquisition of list of names. Recruit them as agent, if possible.
2. Visitation of wake of the deceased and offering of FOFF after getting the information.
Giving promo items to the family members such as playing cards and ball pens.
PLAN B.
1. Other alternative of getting the information would be from the funeral partners and City Civil Registrar. The City Civil Registrar here in Oton is the last agency that gets the information based on my research. List of deceased will be obtained from them and visitation afterwards.
WHAT TO DO NEXT:
4Ps
|
Money
|
Manpower
|
Methods
|
Timeline
|
Promotion
Tarpaulin size 3x6
(3 pcs.)
Leaflets/flyers
|
1,080.00
|
AMC / MEF
|
1. Printing of tarpaulins.
2. Installation at the project site, funeral offices and selected locations in OTON City
3. Printing of leaflets
|
Until Sept. 22, 2011
|
Placement
1. Getting list of deceased from the:
a. City Health Office,
b. Hospitals: Rural
Health Center
c. Civil Registry Office
d. Catholic church
e. Funeral partners:
1. Lerona Funeral Services;
Custodio Funeral Services: Santa Fe Funeral Services; St. Peter Chapels; Gasato Moleta Funeral Services; Flores Funeral Homes
|
1,000.00 tokens and gifts to be given
|
AMC
|
1. Discussion of FOFF promo and its benefits to CHO, hospital crews, CRO staff and funeral partners.
2. Make sure “may bitbit” or offer
free load to contact person;
3. Obtaining the list of deceased in a daily or weekly basis. The ff. data must be complete and accurate:
Name, Age, Birthday, Death date, Address, Place/Date of interment, Name of heirs/family members
4. Visitation of non-customers:
a. Introduce FOFF and its benefits
b. Giving of tokens like playing cards, ball pen or funeral pack
c. Acceptance and signing of documents terms & conditions
d. Submission of necessary requirements: data, picture, death certificate
4. Input data/ posting of data in the
5. Holy Gardensmemorials blogspot.
6. Verification of data posted.
7. Checking of spellings and accuracy of data.
|
Daily, starting Sept. 9, 2011
Scheduling weekly
|
Product
Free Obituary online
Video/Slide presentation of deceased online and hard copy
|
SmartBro
/per month
|
MEF / AMC
|
1. Contacting Holy Gardens: thru call/visit.
2. Accepting of terms and conditions and necessary requirements.
3. Direct email posting
4. Verification of data (s)
5. Double checking
|
To be done in a daily basis
|
Price
For funerals: Joining fee of P 500.00 in excess of five (5) obituaries monthly.
For Non customers: Charge of P 200.00 for DE LUXE obituaries that includes basic information and 4Ls of the deceased.
Video/Slide presentation will be charged according to time of presentation:
3 - 4 minutes (1 song) - P 400.00
5 - 7 minutes (2 songs) P 700.00
(FREE 1 copy of CD)
FREE DE LUXE OBITUARY
(Basic data plus the 4L)
charged P 200.00 per copy
|
Photocopy of forms, list of prices and terms
P 100.00
|
CSS/CMO
SFC
|
Proper communication with the funeral and non-customers must be considered.
Strictly monitor the payments
|
Sept. 10, 2011
Upon payment of fees
|
HOLY GARDENS OTON MEMORIAL PARK
MARKETING PLAN – 5% DOWN PAYMENT
GOAL/OBJECTIVES
1. To close 30 lots per month amounting to P919,364.80
2. To increase liquidity up to 75,000.00 per month.
3. To cater our PTM customers who are mostly teachers and OFW who wanted to avail our lot at a lower down payment;
4. To encourage marketing staff and agents to sell more this second semester.
REALITY
For the first semester we have launched the Pay lite 888 promo wherein our target is 30 lots per month and able to achieve 30 units for the whole six (6) months. Although tarpaulins and billboard are being placed at site entrance as marketing collaterals and glossy leaflets are printed out, we have not achieved even half of the target. Maybe because of lack of active agents to promote the pay lite and marketing people sometimes lack of push to close the deal. We have lowered the price and yet achievement in sales is very low.
It seems a great loss for our prospects that do not avail the promo. It is a one-in- a-lifetime chance to avail Holy Gardens lot at a lower price.
Since July, we have difficulty in selling because we do not have new promo to offer to our prospective buyers. And it’s because of high down payment. So we propose for the lowest down payment ever since competitors do not have promo and as requested by some of our prospects and to also to cater the class A & B prospects.
Options/Alternatives:
Plan A.
Offering of other promos like 20% DP, loyalty discounts (5% for repeat sales) Superior products with free gadgets.
Plan B. Create awareness / buzz using the Free Obituary and daily saturation to subdivision and barangay
1. Conduct leaf letting activity during barangay fiesta, during necrological mass of FOFF clients;
2. Announcement of promo before and after interment. Conduct leafleting.
3. Ask referrals/sharing a link of free lots promotion at blogs/FB.
WHAT TO DO NEXT:
4Ps
|
Money
|
Manpower
|
Methods
|
Timeline
|
Promotion
Tarpaulin size 3x6 (4 pcs.)
Tarpaulin size 2X3 (20 pcs.)
Billboards (19ft x 13 ft.)
Leaflets/flyers
Pricelists
Promo items
|
1,440.00
1,800.00
4,446.00
|
AMC / MEF
MGB/EV
AMC / MEF
MGB/EV
|
1. Printing of Tarpaulins and billboards.
2. Installation at the project site, office and selected locations in OTON City
3. Printing of leaflets
4. Remaining inventories shall apply
|
All set
All set
|
PLACEMENT
1. Information dissemination of new promo.
2. Visitation of Agents and
OSC’s.
3. Recruitment of 5 new
agents weekly.
4. Conduct sales presentation in different offices, schools and barangays.
5. Leaf letting in different
barangays and schools.
Churches during
necrological mass
6. Sending investment
proposals.
7. Text blast and
telemarketing.
8. Prospecting thru social
media marketing.
9. Visitation of prospects
with agents.
10. Encourage them to
conduct sales
presentation with their
own efforts.
11. Conduct weekly
meeting with active
agents and delegate
targets.
12. Agents meeting
|
Incentives when sales target is reached
6,000.00
Award quarterly
Est.3,000.00 for appliances
|
CMO/CSS
Agents/OSC’s
|
1. Text blast to prospects and existing customers:
“Good news!
Holy Gardens now offers
low, low down payment
promo for only 2,100.00! For inquiries text/call 0922811-6866
2. Telemarketing* based on
latest Digitel directory
More awareness of promos to non-customers.
Mastery of product knowledge by marketing staff.
3. Visitation of prospects:
Bring promo items,
cake/pastries/”dapat
may bitbit”
Update them on the latest promos of Holy Gardens
Giving leaflets upon
visitation.
4. Sales presentation during barangay sessions
5. Leaf letting and saturation during barangay fiesta and necrological mass in churches:
6. Use of social media
marketing;
7. Posting of promo in the
wall of customers in FB for
more awareness
8. Sending of Investment
proposal to Doctors,
Attorneys, Dentists, and
other businessmen and
business owners
9. Weekly meeting with
agents, motivate them to
sell.
10. Discuss: Selling strategies,
Sense of urgency and
sense of loss
11. List of most customer
objections and How to
Neutralize it.
12. Role playing with marketing staff
-How to offer the promo
-How to handle objections
-How to recruit agents
-How to handle complains
13. Recruitment of active
agents in areas with
less/no agents at all
|
Daily
Daily
Weekly
Daily
Daily
Weekly scheduling
Starting Sept. 10, 2011
Scheduling weekly
Daily
Done Aug. 20, 2011
|
Product
5 % down payment
Applicable to all developed locations.
Not applicable to any other promos.
(like Loyalty discount, 5% DP, gadgets etc.)
|
Gasoline/2T
5,000
|
ASR/Garden Contractor
|
1. Nice and clean
appearance of park
should be maintained.
2. Landscaping and planting
of ground cover.
3. Planting of other
ornamental plants showed
to us.
4. Proper work scheduling
must be observed and
supervise closely.
|
Weekly
Daily
Sept. 15,2011
Weekly
|
Price
Regular lot
38,000.00
D/P: 2,500.00
1 yr: 3,330.65
2 yrs: 1,692.19
3 yrs: 1,432.54
4 yrs: 1,262.43
5 yrs: 1,165.73
| |
SFC/CMO
|
1. Proper computation of
price must be considered.
2. Checking
|
All set
|
HOLY GARDENS OTON MEMORIAL PARK
MARKETING PLAN - TREASURE HUNT
GOAL/OBJECTIVES
1. To increase sales of 20 lots per month amounting to 704,838.60
2. To increase liquidity up to 140,967.72 per month since the required down payment is 20%.
3. To bring excitement and enjoyment to our PTM (mostly farmers and some were teachers and government employees)
4. To increase productivity of marketing staff and agents.
REALITY
Our competitor here in Oton City does not offer freebies. It is our advantage to offer our lot for 20% Down Payment and their chance to win free lots.
Options/Alternatives:
Plan A. Stay on what we usually do:
1. By information dissemination to agents, existing customers and prospects.
2. Leaf letting and saturation in every barangay.
3. Sales presentation in every organizations and establishments.
Plan B. Create awareness / buzz using the Free Obituary and daily saturation to barangays whose main source of income is thru farming during harvest season
1. Conduct leaf letting activity during barangay fiesta, during necrological mass of FOFF clients;
2. Announcement of promo before and after interment. Conduct leafleting.
3. Ask referrals/sharing a link of free lots promotion at blogs/FB.
WHAT TO DO NEXT:
4Ps
|
Money
|
Manpower
|
Methods
|
Timeline
|
Promotion
Tarpaulin size 3x6 (3 pcs.)
Tarpaulin size 2x3 (6 pcs.)
Leaflets/flyers
Pricelists
Promo items
|
1,080.00
720.00
2,600.00
|
AMC / MEF
MGB/EV
|
1. Printing of Tarpaulins and billboards.
2. Installation at the project site, office and selected locations in San Carlos
3. Printing of leaflets
4. Coordinate with EV/MGB with regards to applicable tokens to be given.
|
Sept. 10,2011
All set,Sept.12
Sept. 15,2011
Sept. 12,2011
Sept. 10,2011
Sept. 15,2011
|
PLACEMENT
1. Information dissemination of new promo.
2. Visitation of Agents and
OSC’s.
3. Recruitment of 5 new
agents weekly.
4. Conduct sales presentation in different offices, schools and barangays.
5. Leaf letting in differen
barangays and
schools.
Churches during
necrological mass
6. Sending investment
proposals.
7. Text blast and
telemarketing.
8. Prospecting thru
social media
marketing.
9. Visitation of prospects
with agents.
10. Encourage them to
conduct sales
presentation with
their own efforts.
11. Conduct weekly
meeting with active
agents & delegate
targets.
12. Agents meeting
|
Incentives when sales target is reached
6,000.00
Award quarterly
Est.3,000.00 for appliances
|
CMO/CSS
Agents/OSC’s
|
1. Text blast to prospects and
existing customers:
“Get a chance to win Free lots at Holy Gardens For inquiries text/call
0922811-6866
2. Telemarketing* based on latest Digitel directory
More awareness of
promos to non-customers.
Mastery of product knowledge by marketing staff.
3. Visitation of prospects:
Bring promo items, cake/pastries/”dapat
may bitbit”
Update them on the latest promos of HolyGardens
Giving leaflets upon
visitation.
4. Sales presentation during barangay sessions
5. Leaf letting and saturation during barangay fiesta and necrological mass in churches:
6. Use of social media
marketing;
7. Posting of promo in the
wall of customers in FB for more awareness
8. Sending of Investment
proposal to Doctors,
Attorneys, Dentists, and
other businessmen and
business owners
9. Weekly meeting with
agents, motivate them to sell.
10. Discuss: Selling strategies, Sense of urgency and sense of loss
11. List of most customer
objections and How to
Neutralize it.
12. Role playing with marketing staff
-How to offer the promo
-How to handle objections
-How to recruit agents
-How to handle complains
13. Recruitment of active
agents in areas with
less/no agents at all
|
Started last Sept. 6, 2011
*every other day
*Daily
*Weekly
*Daily/Weekly
*By scheduling
*Weekly
*Weekly
*By Scheduling
*Weekly
|
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