Buhi’s core values are “Good Humor, growth, winning, honesty, Dependability, consistency, positivity, humility.” which goes into how their luggage is made. This means that they want to please as many potential buyers as possible. Their core values allow them to do such things and have a wide variety of target audiences.

In order to contain results, it’s my job to promote content that prop. targets the right audience which will then allocate funds. This means that I must understand exactly where I am promoting these bags. Whether that be using Printing Media, Out of Home Marketing, Direct Marketing, Broadcast Media, or Public Relations. I want to reach the allocated goal that is set for each quarter. At this rate we were looking at two years which are split into 8 quarters to be able to reach the final goal in year two which was $45,700,000.

In order to reach that goal we are looking at mastering the Marketing Funnel Stage when it comes to promoting to this customer base.

Quarter 1-4 (Year One)

During the first quarter I targeted three of our target audiences and they were Mindy, Sue, and Raj. During this you had to find the perfect positioning statement. This is important because it allows us to enter a customer’s mind and see exactly what they’re looking for. In this case we had to create four positioning statements. In quarter one I only wanted to target three to see the potential of growing their awareness/interest and go from there.

Results from Year 1

In Quarter One we really set the stage and see how much of an affect we can
make when it comes to interesting people in our product. From this out of the
75,229 units sold 17% switched from competitors to Buhi Luggage.

Unfortunately, throughout those 4 quarters the percentage that Buhi took
from competitors stayed at a steady 17%. Which means that although we are doing
really well during the funnel stage we are struggling with the actual
purchasing stage. Which is what I aimed to focus more on in Year 2.

Quarter 5-8 (Year Two)

During this time, I tried to focus more on the Consideration and Purchase
funnel stage to try to raise that 17%. That means focusing more on mastering
that positioning statement. Where allows us to pin down what our audience truly
wants. When mastering Mindy’s positioning statement her Consideration stage
went from 14% to 33% by the end of the year.

I also focused more on targeting exactly what form of marketing worked best
for each audience and in doing so allowed me to separate the budget by who was
more willing to affect the purchase stage. When it came to Mindy during the end
of the year I found their preferred form of marketing. Which presented low cost
per website visits.

When focusing more on the second and second to last stage of the funnel we raised that 17% to 21.11%

When finishing year 2 I realized there was so much more I could improve if I had more time. I would have wanted to incorporate all the stages of the funnel instead of trying to just focus on half and then incorporate the rest after. I know that if we had a year 3 we could have kept increasing Buhi’s sales and taken more from competitors.

Especially seeing how drastically things changed when mastering the positioning statement and working with each audience individually to see which market types they react best to. While I know we didn’t hit our quarter growth for the year I know with what we learned and earned we can do so much more in the coming years.