BBQfun is one of Queensland's specialty retailers. The BBQfun brand is synonymous with barbeque retailing and is built on the strong foundation of selling barbeques and outdoor lifestyle itmes to Queensland consumers since 2009.
BBQfun’s product range is primarily focussed on barbeques and outdoor lifestyle products, incorporating both local and important goods. BBQfun operates two store in Queensland, one in Brisbane and one at the Gold Coast.
BBQfun provides to customer great value products, excellent customer service, continuously improvement and innovation and is trusted by more than 10,000 customers in Queensland.
The retail market changed over the last few years, it became more competitive …show more content…
The marketing strategy will show how BBQfun can take advantage of this situation and increase significant they market share.
The advertising budget is $180k for the year 2012. The marketing campaign will mainly focus on print advertising such as magazines, direct mails and local newspaper. It is also consider a radio advertisement. Previous years showing a high increase of sales after publishing articles in the BrisNews magazine. That will be consider as the most successful strategy.
The aim of the marketing strategy is to increase the loyalty customer from 10,000 to 16,000 and to establish a brand recognising in Queensland so that two out three people recognise BBQfun. BBQfun like to increase they growth rate at at least 10% within the next year and continuously growing the gross profit margin.
The target market is divided in three segments: new builds, renovations and replacements. A customer survey shows that BBQfun most loyal costumers are new builds. These group present 30% out of all costumers. All three segments groups are willing to buy online and pay for