The overall marketing plan of Steelroads is to create market awareness and show that we are the "one stop shop" for various freight-shipping needs. We intend to do this by direct marketing, promotional events, telemarketing and word of mouth advertising. Steelroads has been on line for a few months but has yet to receive a large influx of customers as well as very few trial orders. They have started creating brochures, calendars and bookmarks but have not devised a strategy to promote them selves. We as a group are trying to implement a plan that will use a strategy similar to the dynamic branding strategy we learned about in class. Steelroads is a freight carrier and that will be our inner circle or inner position. Where we are leading Steelroads is to be the one stop freight carrier resource of the future. We will be the virtual "e-train" for freight shippers. This is the first time any of the large freight carriers has put together a service that allows customers to make their full transportation arrangements on line with multiple companies and then to be able to track their shipment as it goes out. Steelroads also intends to incorporate airfreight as well as freight by ship. If we can get the word out about our web site and our services, things should roll forward with lots of new business.
[...] At this time, we do not plan to air television or radio ads we prefer a personal approach to selling our service and believe that sending information about our services directly to potential customers is the best way to attract business. The ads in the trade magazines will also target those businesses that may have an interest in shipping their products by rail. SteelRoads will also present its services at local trade shows, where our representatives can interact directly with business owners and answer any questions they may have regarding shipping by rail with the aid of our company. [...]
[...] Market Segment Steelroads is segmented to companies who utilized the transportation industry to transport freight to various regions of the US, Canada, and Mexico. These companies use these various means of transportation to transport their goods. Such modes of transportation are trucks, trains, and ships. These companies are categorized as freight shippers and comprise of the automobile, agricultural, steel, oil, and corporations (big businesses) that use the transportation industry to ship its goods. This segmentation is vital in order reach the proper market for Steelroads usage and success. [...]
[...] This second contact of existing customers should increase our market awareness as well as promote more site traffic and create more business. We will then begin sponsoring certain business trade shows and things of this nature that will draw customers that might need our services. If we use the promotion along with the slogan “your one stop shop for freight shipping across the hopefully people will quickly begin looking into Steelroads. Our future motto will be the stop shop for freight shipping around the world.” We must first convince the airlines and the overseas shippers that they should also join the Steelroads freight shipping web site. [...]
[...] Our marketing strategy should help us to obtain a huge portion of the market share. Hopefully things will work out the way we plan, and soon we will be able to call ourselves the "One stop shop for freight shipping around the World". Summation Steelroads has exponential potential in the coming years and only needed a concise and controlled marketing program to get them off the ground. We, as a group, have evaluated the situation, proposed a marketing communications program and put in place a mechanism to track the results. [...]
[...] We now utilize the Internet with our own web site but we plan to expand and advertise in business magazines and we have put together a brochure to distribute at business fairs. We will not advertise on radio or television, as that is not where our target market lies. We need to focus on communicating our product to businesses that require a great amount of shipping. Our target market will be companies, who utilize shipping for large amounts and large items of cargo, i.e.: Caterpillar, John Deere, Car manufacturers, A.B. [...]
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