1. Marketing Plan Fresh Alert Product: air freshener inside of a fire alarm

2. Market Targets for fire alarms for fire alarms for carbon monoxide detectors for carbon monoxide detectors for security systems for security systems for air fresheners for air fresheners Contractors and End Users Contractors and End Users

3. Growth Targets Target market takeover would be 15% on only fire alarms Target market takeover would be 15% on only fire alarms Target market size for fire alarms and carbon monoxide would be 20% of market Target market size for fire alarms and carbon monoxide would be 20% of market Target market size for all 3 systems would be 30% Target market size for all 3 systems would be 30%

4. Threats of Competitors No other company produces an air freshener in combination with smoke alarm, security system, or carbon monoxide detector No other company produces an air freshener in combination with smoke alarm, security system, or carbon monoxide detector Possible competitors Possible competitors Fire alarm producers Fire alarm producers Carbon monoxide producers Carbon monoxide producers Security system producers Security system producers Air freshener producers Air freshener producers

5. Quantified, Quantifiable, Profitable The two major brands, glade and renuzit, are both owned by conglomerates The two major brands, glade and renuzit, are both owned by conglomerates One is a publicly traded German company Henkle and one is a private company SC Johnson One is a publicly traded German company Henkle and one is a private company SC Johnson Both have been in business for several years offering a variety of products making the home cleaning product market very profitable Both have been in business for several years offering a variety of products making the home cleaning product market very profitable

6. Internal Strengths and Weaknesses Strengths Strengths Production development Production development Market ability Market ability Quick distribution capability Quick distribution capability Weaknesses Weaknesses New business New business High research and development costs High research and development costs Capturing of market shares in a mature market Capturing of market shares in a mature market

7. Product Life Cycle Product life cycle Product life cycle Market introduction Market introduction Market growth Market growth Market maturity Market maturity Sales decline Sales decline

8. Market Introduction Customers not familiar with new product Customers not familiar with new product Sales low Sales low Use informative promotion Use informative promotion Tell customers about product Tell customers about product Introduce advantages of our product Introduce advantages of our product Company will see loss during intro. due to Company will see loss during intro. due to Cost for promotion Cost for promotion Product development Product development Place development Place development

9. Market Growth Stage for biggest profits Stage for biggest profits Rapid sales Rapid sales Wide marketing mix Wide marketing mix Competition will enter Competition will enter We will continue growing product and increasing benefits We will continue growing product and increasing benefits

10. Market Maturity Sales level off Sales level off Competition begin creating variations Competition begin creating variations Profits will decline through this stage due to Profits will decline through this stage due to Rising promotion costs Rising promotion costs Competitors cutting their prices Competitors cutting their prices Persuasive very important at this time Persuasive very important at this time Competitors products becoming so similar to ours Competitors products becoming so similar to ours Price sensitivity due to this Price sensitivity due to this

11. Sales Decline New products introduced to replace old New products introduced to replace old Strong product to create profits until the end Strong product to create profits until the end Successfully differentiating our product Successfully differentiating our product Customer loyalty Customer loyalty

12. Forecast New home construction from 2000-2004 is 25,188 New home construction from 2000-2004 is 25,188 House formation going to rise at an average of 1% per year to reach 384,000 households in 2010 House formation going to rise at an average of 1% per year to reach 384,000 households in 2010 485 single family housing constructions permits given in 2005 485 single family housing constructions permits given in 2005 11 multi-family new construction permits given in 2005 11 multi-family new construction permits given in 2005

13. # of local builders Classic Design Homes Classic Design Homes Cougar Construction Cougar Construction Dan Fluery Construction Dan Fluery Construction Dan Lowe Construction Dan Lowe Construction Kw Signature Homes Kw Signature Homes McDadden Construction McDadden Construction Skyline Builders Montana Skyline Builders Montana Wells Built Homes Wells Built Homes

14. Segment Strategy Homogeneous- target customers should be as similar as possible (all are homeowners, renters, etc.) Homogeneous- target customers should be as similar as possible (all are homeowners, renters, etc.) Heterogeneous- customer in different segments should be as different as possible with respect to their likely responses (wide variety of people, backgrounds, income, etc.) Heterogeneous- customer in different segments should be as different as possible with respect to their likely responses (wide variety of people, backgrounds, income, etc.) Substantial- Segment should be big enough to be profitable Substantial- Segment should be big enough to be profitable Operational- segmenting dimension should be useful for identifying customers and deciding marketing mix variables Operational- segmenting dimension should be useful for identifying customers and deciding marketing mix variables

15. Dimensions Behavioral Needs- economical, functional Needs- economical, functional Benefits Sought- Continence for homeowners Benefits Sought- Continence for homeowners Brand Familiarity- recognition- this is an advantage because there are many room deodorizers in the market Brand Familiarity- recognition- this is an advantage because there are many room deodorizers in the market Thoughts- Thoughts- Favorable- length of time between replacements, possible remote adjuster to control amount of scent release Favorable- length of time between replacements, possible remote adjuster to control amount of scent release Unfavorable- difficulties switching cartridges, regulating strength of smell Unfavorable- difficulties switching cartridges, regulating strength of smell

16. Dimensions Behavioral Rate of use- heavy because it is always on Rate of use- heavy because it is always on Purchase relationship- intermittent due to time between replacement cartridges Purchase relationship- intermittent due to time between replacement cartridges Kind of shopping- new unsought products Kind of shopping- new unsought products Type- or problem solving- limited problem solving Type- or problem solving- limited problem solving Information required- medium due to new product Information required- medium due to new product

17. Dimensions Geographic Region of world- North America Region of world- North America Region In country- Pacific, Mountain, West North Central, West South Central East, North Central, East South Central, South Atlantic, Middle Atlantic, New England Region In country- Pacific, Mountain, West North Central, West South Central East, North Central, East South Central, South Atlantic, Middle Atlantic, New England Size of City- any size, all consumers Size of City- any size, all consumers

18. Dimensions Demographic Income- any income, all consumers Income- any income, all consumers Sex- Sex neutral Sex- Sex neutral Age- 18 and up Age- 18 and up Family Size- any size of family Family Size- any size of family Family Life Cycle- any family life cycle Family Life Cycle- any family life cycle Occupation- No occupation preference; all renters, homeowners, emphasis on housewives Occupation- No occupation preference; all renters, homeowners, emphasis on housewives Ethnicity- no ethnical boundaries Ethnicity- no ethnical boundaries Social Class- any and all social classes Social Class- any and all social classes

19. Decision Making Process Identify the problem- Consumers needs are to protect home while giving home a refreshing scent Identify the problem- Consumers needs are to protect home while giving home a refreshing scent Gather Information- Consumers will gather information through yellow pages, internet, newspaper, home magazines Gather Information- Consumers will gather information through yellow pages, internet, newspaper, home magazines Evaluate Alternatives- Evaluate Alternatives- Smoke detector only – low costs Smoke detector only – low costs Air freshener only- low cost Air freshener only- low cost Smoke detector & air freshener- intermediate costs Smoke detector & air freshener- intermediate costs Make Decision- Consumers will choose combo because they get more for their money Make Decision- Consumers will choose combo because they get more for their money Evaluate Decision- Consumer will be satisfied because product gives them sense of safety and freshens home Evaluate Decision- Consumer will be satisfied because product gives them sense of safety and freshens home

20. Means End Chain Product Product Smoke detector/air freshener Smoke detector/air freshener Attributes Attributes Two in one system provides convenience, safety and comfort within a reasonable price Two in one system provides convenience, safety and comfort within a reasonable price Consequences Consequences Physical- safety device, refreshining odor Physical- safety device, refreshining odor Psychological- comfort of working safety device, convenience in two of two in one device Psychological- comfort of working safety device, convenience in two of two in one device Value Value Reasonable price, convenience, safety Reasonable price, convenience, safety

21. Perceptual Map GeneralSpecialty *ReNuzit *ReNuzit *Oust *Oust*Glade *Fresh Alert *Fresh Alert *Vapor Plug *Vapor Plug Luxury Priced Economically Priced

22. Promotion Objectives-Inform Attention Attention Strategy- Newspaper advertising, internet advertising, yellow page advertising, home magazine advertising Strategy- Newspaper advertising, internet advertising, yellow page advertising, home magazine advertising Information Information Strategy- Convenience, word of mouth, sponsorship if demonstrations Strategy- Convenience, word of mouth, sponsorship if demonstrations Desire Desire Strategy- Coupons, rebates, warranties Strategy- Coupons, rebates, warranties Action Action Strategy- Inform customer of additional products, Inform customer of changes in product Strategy- Inform customer of additional products, Inform customer of changes in product

23. Place Objectives How to manage channel relationships How to manage channel relationships Producers (ourselves) will lead our channel Producers (ourselves) will lead our channel We will also have a channel captain to take care of any and all conflict that may get in the way We will also have a channel captain to take care of any and all conflict that may get in the way Customer Service level desired Customer Service level desired Inventory Level- level to meet sales + 10% Inventory Level- level to meet sales + 10% Transportation Arrangements- will ship directly from our warehouse to customer Transportation Arrangements- will ship directly from our warehouse to customer Facilities needed- Factory, warehouse, office space Facilities needed- Factory, warehouse, office space Information technology needed- need to know and keep up with the safest detection ways possible and ways to keep freshener quiet and leaving a continuous smell Information technology needed- need to know and keep up with the safest detection ways possible and ways to keep freshener quiet and leaving a continuous smell

24. Place Objectives-Medium Care Channel Systems Channel Systems Will be sold using multi-channel distribution to customers (builders, consumers, etc.) in order to get our product out there and being used. Will be sold using multi-channel distribution to customers (builders, consumers, etc.) in order to get our product out there and being used. Degrees of market exposure desired Degrees of market exposure desired Intensive distribution Intensive distribution Types of middlemen needed Types of middlemen needed Retail store, building contractors, home cleaning services Retail store, building contractors, home cleaning services

25. Price Objectives-Sales Current “hardwired” smoke detectors run from $15- $130 Current “hardwired” smoke detectors run from $15- $130 Automatic air fresheners can be purchased for $10-$20 Automatic air fresheners can be purchased for $10-$20 Objectives: A sales oriented approach focused on unit sales growth Objectives: A sales oriented approach focused on unit sales growth Competition: Although there are no current competitors, success of our product would spurn rapid copying and we could not match the resources of big name brands. Fire alarm companies and Fragrance manufactures could form alliances. Competition: Although there are no current competitors, success of our product would spurn rapid copying and we could not match the resources of big name brands. Fire alarm companies and Fragrance manufactures could form alliances.

26. Brand Positioning Statement “Fresh Alert” produces specialized room deodorizers installed inside smoke detectors, fire detectors, and carbon monoxide detectors. We protect your home while delivering a refreshing scent that is easy and convenient to maintain at a very economic price. “Fresh Alert” produces specialized room deodorizers installed inside smoke detectors, fire detectors, and carbon monoxide detectors. We protect your home while delivering a refreshing scent that is easy and convenient to maintain at a very economic price.

27. Resources http://factfinder.census.gov/servlet http://factfinder.census.gov/servlet http://factfinder.census.gov/servlet http://housing.state.mt http://housing.state.mt http://housing.state.mt http://www.hbabillings.net/permits/permit_res ults http://www.hbabillings.net/permits/permit_res ults http://www.hbabillings.net/permits/permit_res ults http://www.hbabillings.net/permits/permit_res ults http://hbabillings.net/pdf/06participatingbuilde rs.pdf http://hbabillings.net/pdf/06participatingbuilde rs.pdf http://hbabillings.net/pdf/06participatingbuilde rs.pdf http://hbabillings.net/pdf/06participatingbuilde rs.pdf https://secure.spectronics.com https://secure.spectronics.com