Business Computing 1

Business Computing 1 ISYS 2059

Business Report: Hammer Vines and its marketing strategy

Table of Contents 1. INTRODUCTION....................................................................................................2 2. ANALYSIS OF DATA..............................................................................................2 2.1 EXCEL DATA.........................................................................................................3 2.2 WHAT EXCEL DATA IMPLIES..................................................................................5 3. QUALITATIVE FACTORS THAT AFFECT THE SUCCESS OF THE MARKETING CAMPAIGN.......................................................................................5 4. CONCLUSION & RECOMMENDATION...........................................................6 5. ERRATUM...............................................................................................................6 6. APPENDIX 1  HAMMER !INES DATA "EXCEL FILE#................................$

1

1. Introduction

Colin is currently fcin! e"cess stoc#s t t$e %re$ouse for D&'(LES) D&*ST) +ASS n, HELLES -eers. It $s ,eci,e, to $e %re$ouse sles lon! %it$ n elution on online co//uniction %it$ custo/ers to 0ro/ote sles inste, of its tr,itionl %y of usin! $r, co0y -roc$ure.

T$e 0ur0ose of t$is re0ort is to nlye %$ic$ of t$e /r#etin! strte!y %oul, -e t$e /ost 0rofit-le %it$ t$e su00ort fro/ e"istin! ,t !t$ere,) follo%in! reco//en,tion uestionin!)

1. S%'() C(*+ ,-/-0 */ '--+ 0('*+ + +(*+ '+**+ 2. S%'() C(*+ -- +  '/ % ,'-%/) '/- (*/  7+- (-7- '/- )8/ - ++- + 9,+)*+7 % )8/ 8 '/*+7 -)**+( -:*+7 /-7*/

2. Analysis of Data

T$e ,t 0roi,e, 0resents infor/tion on t$e /ount of ssorte, -eers t$t is sol, in ,ifferent /r#etin! strte!ies) nu/-ers of e/ils t$t %ere sent out eery %ee# n, t$e totl sles fro/ %ee# 1 till %ee# .  See Appendix 1 – Hammer Wines Data !xcel file" It %s ,eci,e, t$t  Piot T-le n, c$rt %oul, -e crete, to fully inter0ret t$e ssorte, -eer sles for ec$ /r#etin! strte!ies.

2

2.1 E9( D

After  %ee#s of sles) it %s notice, t$t t$e nu/-er of e/il t$t %s ,eliere, $s  ,irect i/0ct on t$e sles turnoer. Wee# 14s totl sles %s 56)73.68 %it$ 169 e/ils not ,eliere, s co/0re to %ee# :4s totl sles %s 7;)272.28 %it$ 3 9 of  e/ils %s not ,eliere,. T$us) it /ens t$e /ore e/ils re ,eliere,) t$e $i!$er t$e sles %ill -e. See Appendix 1 – Hammer Wines Data !xcel file" Wit$ contrst to t$e c$rt) D&'(LES -eer stoo, out s t$e $i!$est 0ercentile of  1:.39 %it$ +ASS -eer in secon, of :;.69 n, D&*ST -eer %it$ 22.69. T$e ,t t#es reference to t$e er!e nu/-er of -eer crtons sol, in %ee# 1<: in co/0rison to t$e nu/-er of -eer crtons sol, in %ee# 8. S$o%in! t$t D&'(LES -eer is t$e /ost 0o0ulr n, %ell<#no%n -eer s co/0re, to t$e rest. #00 "00 500 !00

$%erage Carton So&d ' (eek 1 - !)

00

* o+ impro%ement

200 100 0 -100

To $e n ccurte n, ,etile, result)  0iot t-le %s crete, to furt$er nlye t$e sles of ec$ /r#etin! strte!y. It %s s$o%n t$t Custo/er list n, e/0loyee  -usiness contcts $e t$e !retest effects on sles %it$ t$e $i!$est 0ercentile of 1:;.39 i/0roe/ent in sles) %it$ Custo/er list in secon, of 33.59 n, Purc$se,  0otentil custo/er ,t-se list in lst %it$ <23.9.



ur/ased potentia& /ustomer data.ase &ist

Customer ,ist  emp&oyee .usiness /onta/ts

* impro%ement .ased on '(eek 1 to !)

Customer ,ist

-1000 00 10002000

A,,in! on) it %s lso ,iscoere, t$t 0ro/otions increse sles turnoer r0i,ly. In t$e c$rt) t$e =2 for 1> 0ro/otion t$t %s sent out in %ee# 5 $s increse  0ercentile of 182.29 for HELLES s co/0re, to %ee# 1< 5 %it$ <23.79.

ur/ased potentia& /ustomer data.ase &ist

Customer ,ist  emp&oyee .usiness /onta/ts

* impro%ement .ased on '(eek 1 to !) * impro%ement .ased on '(eek 5-")

Customer ,ist

-100 0 100 200 00

!

2.2 !% 9( ) *,(*/

T$rou!$ nlysis of t$e ,t) it $s -een su!!este, t$t) •

T$e custo/er list n, e/0loyee -usiness contcts $e t$e !retest

•

effect on sles s co/0re, to ot$ers. T$e nu/-er of e/ils t$t %ere ,eliere, $s  ,irect i/0ct on t$e

• •

sles of t$e ssorte, -eers. D&'(LES -eers re %ell #no%n in t$e /r#et. Pro/otion $el0s to increse sles turnoer r0i,ly.

#. $ualitati%e factors t&at affect t&e success of t&e mar'etin( campai(n

T$ere re  fe% fctors to consi,er if Colin %nts to /#e t$e -est out of its /r#etin! c/0i!n.

1. Custo/ers4 0references. As su!!este, in t$e ,t s %ell s in t$e cse stu,y) it %s ,eci,e, t$t ec$ 0ro,uct %oul, -e /r#ete, out to ,ifferent /r#etin! strte!ies. T$is cn ffects t$e sles of t$e ssorte, -eers s custo/ers $e ,ifferent 0references. T$ey /y %nt to 0urc$se ot$er -eers t$t re not /r#ete, out to t$e/. 2. Pro/otion. T$rou!$ nlysis of t$e ,t) custo/ers re 00ele, to t$e  0ro/otions t$t %ere sent out es0ecilly =2 for 1>.

5

). Conclusion * +ecommendation

To conclu,e) usin! online co//uniction %it$ its custo/er list n, e/0loyee  -usiness contct %oul, $e t$e !retest i/0ct on sles. Ho%eer) it %oul, -e   -onus on to $e it /r#ete, out to ,ifferent ty0es of ,e/o!r0$ics.

T$erefore  fe% reco//en,tions $e -een /,e res0ectiely) 1. Colin s$oul, focus on incresin! t$e sie of $is custo/er ,t-se list usin! t$e tr,itionl /r#etin! strte!ies. 2. All 0ro,ucts s$oul, -e /r#ete, out to ,ifferent /r#ets inste, of c$oosin! t$e 0ro,ucts for its custo/ers to /"i/ie t$e sles.

,. !rratum Beer Prices

BEER TYPE

SIZE

DURST

750 ML

$65.80

DURST

375 ML

$54.95

FASS

750 ML

$48.30

FASS

375 ML

$46.50

DUNKLES

375 ML

$40.80

DUNKLES

750 ML

$43.20

HELLES

375 ML

$55.20

HELLES

750 ML

$60.00

Marketing Strategy Customer List Customer List Customer List Customer List Customer list & emloyee !usiness contacts Customer list & emloyee !usiness contacts Purc"ased otential cutsiomer data!ase list Purc"ased

Price per Carton

Cod e

Produ ct

Size

Week  Week  Week 0 1 Week2 3

Week 4

BB002

DURST

375 ML

$10,550.40

$10,440.50

$13,188.00

$13,737.50

$13,737.50

$14,012.2

BB009

DURST

750 ML

$5,922.00

$6,251.00

$7,896.00

$7,896.00

$7,896.00

$7,896.00

B B001

FAS S

375 M L

$6,928.50

$7,207.50

$10,927.50

$10,695.00

$10,695.00

$11,160.0

BB008

FASS

750 ML

$3,574.20

$3,670.80

$6,762.00

$6,520.50

$6,520.50

$7,486.50

BB005

DUNKLES

375 ML

$7,507.20

$14,484.00

$16,360.80

$20,440.80

$22,644.00

$25,296.0

B B012

DUNKLE S

750 M L

$4,104.00

$6,696.00

$8,856.00

$11,923.20

$13,003.20

$ 14,38 5.6

BB004 BB011

HELLES HELLES

375 ML 750 ML

$0.00 $0.00

$6,624.00 $3,300.00

$6,789.60 $4,020.00

$662.40 $4,140.00

$276.00 $4,500.00

$7,452.00 $4,620.00

"

Week 5

otential cutsiomer data!ase list

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