In this order of ideas, Shaw Industries' target market is formed of both American citizens as well as foreigners, with ages between 25 and 65 and who register above medium incomes. The age limit is imposed by the belief that the population younger than 25 rarely possesses their own houses, shows reduced interest in carpets and does not possess sufficient financial resources to afford the relatively high prices of the new carpets. On the other hand, the retired population generally spends their pension money on medicines or journey around the world and presents reduced interest in redecorating.
Given that aside from residential carpets and floors, Shaw Industries is also focused on manufacturing rugs and floors for commercial institutions, the second target market aimed by Shaw Industries will be formed of companies that are concerned with environmental protection and that possess sufficient financial resources to afford the relatively high prices of the new Shaw carpets. The primary segment is formed of the already existent corporate clients.
C. Points of Difference
The points of difference that make the Shaw carpets better than competitors' products are the results of a combination between particular product features and organizational characteristics. Among these advantages, one could point out the following:
The new carpet is manufactured through the usage of environment-friendly procedures
It produces less waste
It can be easily recycled
Through the reduced usage of chemicals, it pollutes less
The company's international recognition is a promise of high quality.
D. Positioning
In order to successfully position the new carpet onto the market, the marketing team at Shaw Industries has to analyze the product features from the customers' view points. Once this is done, the company will create a product image that perfectly fits clients' demands. As such, being familiar with the growing concern for environmental protection customers have forwarded, but also with the late fashion trends in regard to carpets, floors and internal decorations, the manufacturer will emphasise on:
The reduced usage on chemicals in the manufacturing process
The usage of superior technologies that protect the environment and create less waste
The high quality of the carpets
The modern design
The wide array of colours, sizes and shapes.
12. Marketing Program
A. Product Strategy
The new Shaw carpets will be sold under the manufacturer's residential as well as commercial brands. Shaw Industries residential brands include: Philadelphia Carpets, Cabin Crafts Carpets, Queen Carpets, Sutton Carpets, American Home Fashions of California, Shaw Home Foundations Flooring, Couture Elegant Floors by Shaw and Shaw Mark. The commercial brands include: Shaw Contract Group, Patcraft Commercial Carpet, Designweave, Shaw Hospitality and Design Origins by Shaw.
The Shaw carpets are designed with the specified functionality of keeping the floors warm while in the same time serving a decorative purpose
The Shaw carpets are produced using the latest technologies available on the market, and the manufacturing process is less polluting
The carpets present customers with high quality
The Shaw carpets will be available in a wide array of sizes, shapes and colours, as to suit all styling demands
The company considers that during a ten-year period, the carpets should not suffer any major damage due to usage, therefore, their warranty period is of ten years starting from the purchase date and it ensures customers of the high quality of the products while also being the manufacturer's promise of resolving any complaints
B. Product Line
The new Shaw carpets are part of both residential as well as commercial product lines
Due to the increased financial costs and additional efforts required in the production of the new carpets, they will be manufactured as a limited product line, as to test customer's response
If the limited product line is received with success by the market, Shaw Industries will expand it.
C. Unique Product Quality
The unique quality offered by the new Shaw carpets resides in their extended warranty period of ten years and the incorporation of high technologies that protect the environment by reduced consumption of energy and reduced levels of waste. In addition, the manufacturer uses high quality raw materials and skilled and specialized personnel to produce a highly satisfactory final product.
D. Packaging
The new carpets produced by Shaw Industries will be covered in transparent plastic bags and then packed in cart boxes. The boxes will be provided by Shaw Industries' purveyors and will have a brown colour. The boxes will be double layered and extremely resistant as to protect the carpet during storage and transportation. The packages will contain the product's name, its features (such as dimensions or colour), its brand, the company's name and contact information, including the manufacturer's location, email address...
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