Marketing Plan Project_Kirby

7/23/2019 Marketing Plan Project_Kirby

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Marketing Plan Project

Marketing Management

Instructor Lisa Bishop

Northwest Missouri State University

Summer 20!

By Son"ra #ir$y



Table of Contents

I% &'ecutive Summary%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%(

II% Situational )nalysis%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% *

a% +ompany Backgroun"%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%*

c% ,arget Market%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%-

"% S./, )nalysis%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%

e% +ompetitive )nalysis%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%0

III% +urrent Marketing Plan%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%

a% /verview%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%

$% ,actics use"%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%2

c% Measurement 1 Market%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%!

"% Marketing Bu"get%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%!

I% 3ecommen"e" Marketing Plan%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%4

a% /verview%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%4

$% 3ecommen"e" ,actics%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%4

c% New $u"get%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%2

% Summary%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%2

I% 3e5erences%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%22

II% )ppen"ices%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%% 22

a% +urrent Marketing Pieces%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%22

2



I. Executive Summary

6oun"e" in 2004 as part o5 the 5amily owne" an" operate" ,ranswest 7roup o5

companies8 Summit ,ruck Bo"ies is a manu5acturer o5 me"ium an" heavy "utyservice an" lu$e $o"ies8 lu$e ski"s8 Summit +anes an" 7ranite 9rawer Systems%

,he 5actory an" all o:ces are locate" at 0 ernon 3" in .athena8 #S ;;00%

/utsi"e salesman 5or the company live in the territories they cover throughout the

Unite" States an" +ana"a%

.ith my knowle"ge as an employee 5or two years as the insi"e sale

representative 5or the company an" my close working relationship with the 7eneral

Manger #ris &i"sness8 an" interviews o5 other employees I was a$le to gain

knowle"ge an" un"erstan"ing a$out the company to complete this marketing plan%

,o $e success5ul in my position knowing as much a$out our pro"ucts8 competitors

an" in"ustry was help5ul% I also have $een involve" in many o5 the promotionalactivities inclu"ing $rochure8 <yer8 an" email $last "esigns% I have ha" the

opportunity to atten" one tra"e national tra"e show an" a small regional tra"e

show%

Summit ,ruck Bo"ies weakness is that they are a relatively young company

compare" to its competitors8 $ut has 5oun" a way to stan" out with a great

competitive e"ge% ,hey have "i=erentiate" themselves as a true custom

manu5acturer8 this a$ility has helpe" Summit o=er highly speciali>e" vehicles that

are har" to ?n" an" has $ecome their greatest strength%

Summit ,ruck Bo"ies "oes currently have a goo" si>e promotional an"a"vertising $u"get an" participates in many "i=erent marketing tactics% Summit

relies heavily on canvassing8 what they call @$elly to $elly salesA or B2B sales with

their target market customers% ,hey currently have 0 outsi"e sales man in the

U%S% an" one in +ana"a% Some o5 the other minme"ia tactics in use are $usiness

car"s an" personal letters an" thank you notes% ,hey $elieve the personal touch o5

a letter or thank you car" can go a long way in helping to $uil" customer loyalty%

Ma'ime"ia tactics inclu"e the use o5 maga>ine a"vertising8 online classi?e"s an"

market place a"vertising8 an" $rochures an" "irect mail% &me"ia marketing is also

in use inclu"ing email8 we$site% ,hey currently have a new we$site in "evelopment

which will $e set to launch in early Septem$er% Summit "oes have a Cou,u$e+hannel with instructional vi"eos8 a 6ace$ook page an" ,witter% Summit ,ruck

Bo"ies uses Sales5orce which is an e'tremely valua$le tool that helps with sales an"

marketing tactics% It helps the company keep their contact list current an" all their

in5ormation easily accessi$le% Summit ,ruck Bo"ies is only just $eginning to tap its

potential%

(



Most o5 my recommen"ations will involve &marketing tactics an" In5o marketing

tactics with the goal o5 increase customer loyalty an" con?"ence to e'pan" sales

5rom current customers% ,here will also $e increase" pro"uct promotions to $uil"

$ran" awareness an" attract new customers as well% I woul" like to see an increase

in use o5 "irect emails an" new enewsletter% I will also like to launch a social me"ia

campaign that ties into the newsletter an" spotlights customers an" their use o5their Summit ,ruck Bo"y% I woul" also like to see more tra"e maga>ine a"vertising

an" tra"e show atten"ance% )n increase in pu$lic relations e=orts such as pu$lic

announcements a$out new pro"ucts an" happenings within the company woul"

also $e $ene?cial to help increase $ran" awareness%

II. Situational Analysis

a. Company Background

Summit ,ruck Bo"ies Inc% was 5oun"e" in 2004 as part o5 ,ranswest group o5

companiesD owne" an" operate" $y 7eorge an" Bar$ &i"sness an" 5amily%

,ranswestEs "ealership operations represent the 6reightliner8 .estern Star8

an" Isu>u $ran"s in +olora"o8 an" also 7M+ an" Buick in the metro 9enver

area% ,ranswest also sells several heavy commercial trailer pro"uct lines at

locations in +olora"o an" Missouri8 an" sells 3Es an" horse trailers at a

5acility in northern +olora"o% ,ranswest is also a prominent national presence

in the transportation ?nance sector through its ,rans Lease su$si"iary%

Summit ,ruck Bo"ies is one o5 two manu5acturing 5acilities owne" $y

,ranswest% It is centrally locate" in the .athena8 #S in the northeastern part

o5 the state near the Missouri 3iver% ,he charming community o5 .athena is

locate" a$out seven miles east o5 Saint Foseph8 M/ an" ;0 miles or an hour

"rive north o5 "owntown #ansas +ity8 M/%

*



Summit ,ruck Bo"ies has a$out 04 employees in its !08000 sGuare 5t%

5acilities% ,he 5actory was recently e'pan"e" an" remo"ele" inclu"ing new

o:ce space8 5actory an" warehouse space% ,he plant has $e upgra"e" with

state o5 the art paint $ooth8 ro$otic wel"er an" laser cutter an" re"esigne"

to increase pro"uction e:ciency% ,he 5actory has also implemente" lean

manu5acturing an" !S to help increase e:ciency in pro"uction an" to save

money%

,he manu5acturing process starts at the "esign stage where we use

computer ai"e" (9 "esign so5tware an" 6&) H?nite element analysis to

ensure strength an" relia$ility% .e then move on to the 5a$rication process

using a computer controlle" plasma ta$le <at pattern cutting machine8

computer ai"e" 5ol"ing ta$le8 $reak press8 an" rotary turret punch 5or "esign

accuracy% Ne't is the work o5 our highly traine" aluminum an" steel wel"ers8

the paint process8 an" the chassis prep% ,he ?nal assem$ly stage in our

manu5acturing process is overseen $y speciali>e" service an" lu$e $o"y

technicians to ensure the Guality workmanship you e'pect an" "eserve in

every Summit $o"y%

b. Product and service oering

Summit ,ruck Bo"ies main pro"ucts are custom manu5acture" service8 lu$e

an" other customi>e" truck $o"ies% ,hey also carry some items in stock 5or

those customers who "o not have time to wait or nee" 5or a customi>e" $o"y

on their trucks% ) large part o5 this pro"uctJservice o=ering is the speciali>e"

!



accessories an" parts 5or the truck $o"ies an" the customi>ation process

itsel5% Summit ,ruck Bo"ies has a large team o5 salesman an" sales

engineers who have the knowle"ge an" a$ility to help customers "esign the

$o"y that $est ?ts their nee"s%

Summit product listing:

Chassis and cab: Inclu"es "i=erent makes an" mo"els me"ium to heavy

"uty8 5or e'ample 6or" !!0 an" 9o"ge !!00 up to larger 6reightliner8

#enworth8 International an" .estern Star chassisE%

Mechanics and Service Bodies: ,here are mechanics an" crane service

$o"y "esigns availa$le to customi>e% ,hese trucks are use" $y technicians to

complete mo$ile repair work or maintenance o5 vehicles in the ?el"% ,hey

are eGuippe" with everything that a technician woul" nee" inclu"ing air

compressors8 cranes8 wel"ers8 tools an" parts to get "i=erent types o5 jo$s

"oneD $asically a service shop on wheels%

Lube and Fuel Bodies: ,hese types o5 $o"ies are highly speciali>e"% ,hese

$o"ies are use" 5uel an" "o oil changes an" other similar work on trucks an"

eGuipment in the ?el"% ,hey have a system o5 hose reels an" tanks to

supply new oil an" recover waste oil8 or carry "i=erent types o5 5uel an"

other <ui"s%

Rail Bodies: ,his is another highly speciali>e" vehicle that is an emerging

pro"uct 5or Summit ,ruck Bo"ies% ,hese truck $o"ies an" chassis are

"esigne" $y vehicles that per5orm repair an" maintenance on railways an"

;



rail vehicles% ,hey can $e a com$ination o5 a service $o"y an" lu$e or 5uel

$o"y $ut have the a$ility to "rive on train rails%

Lube Skids and Trailers: ,his is a complete oil an" lu$e system "esigne"

to ?t on the $ack o5 a mechanics J service truck% Summit has a 5ew "i=erent

$ase mo"els that they manu5acture an" can $e customi>e" to ?t customer

nee"s% Summit is currently in "eveloping a lu$e trailer to $e towe" $y a truck

estimate" to $e release" late in 20! or early 20;%

Hydraulic Telescoping Crane: Summit has a line o5 si' "i=erent hy"raulic

telescoping cranes that vary in weight capacity 5rom ;8000l$s to *8000

poun"s an" reach 5rom 20E to 2E 5eet% ,hey come stan"ar" with a wireless

remote an" receiver% ,here are also accessories availa$le such as crane

lights8 tire ji$s an" outriggers%

Electric Hydraulic Telescoping Crane: ,he newest a""ition to the Summit

Pro"uct line will $e in pro"uct /cto$er 20;% ,his is an electric hy"raulic

telescoping crane% ,his crane will have a *8000 poun" capacity an" a ;E

reach%

ir Co!pressors: Summit "oes have its own air compressor in research

an" "evelopment8 $ut currently o=ers mo$ile air compressors 5rom "i=erent

manu5acturers inclu"ing anair8 M)+8 an" Ingersoll 3an" to $e installe" on

the truck $o"ies are separately%

4



"elders Summit o=ers a line o5 mo$ile wel"ers to $e sol" an" installe"

onto a truck or separately 5rom Miller &lectric M5g% +o an" Lincoln &lectric%

l l# in $ne %o&er 'nits: )ll in one power unitsE area com$ination o5

wel"ers8 hy"raulic pumps8 air compressors an" power generator in one unit

"esigne" 5or use on mo$ile work trucks% Summit o=ers a 5ew "i=erent

mo"els ma"e $y Miller &lectric M5g% +o% an" anair% ,here are many "i=erent

con?gurations availa$le%

(ranite )ra&er Syste!s: 7ranite 9rawer Systems is the line o5 "rawer

packs an" $olt $ins "esigne" an" manu5acture" $y Summit ,ruck Bo"ies%

,he "rawer packs an" $olt $ins a "esigne" primarily 5or use in service $o"ies

an" lu$e trucks $ut are customi>a$le to ?t most applications where tool

"rawers an" $olt $ins are nee"e"% ,hey are availa$le in steel or aluminum

construction with many "i=erent con?gurations availa$le%

Repair %arts: Summit ,ruck Bo"ies have a parts sales "epartment availa$le

Mon"ay through 6ri"ay 5rom 4am to *K(0pm +S, to help customers get

repair parts to keep their Summit Bo"ies an" accessories working 5or them%

Most parts or"ers are shippe" the "ay they are or"ere" to ensure the

customers can get them in a timely manner%

Technical %hone Service: Summit ,ruck Bo"ies has a team o5 skille"

service technicians traine" to help customers with an" technical assistance

they might nee" in the ?el" over the phone8 using email an" other smart

"evices% ,hey have "emonstrational vi"eos accessi$le on Cou ,u$e to help

-



customers see how to per5orm the more common minor maintenance an"

repairs% ,he service "epartment also assists with warranties an" has a

network o5 repair shops aroun" the country that will per5orm work on $o"ies

as nee"e"%

c. Target !arket

Summit ,ruck Bo"ies serves customers in in the Unite" States an" +ana"a%

,heir target market customers are consist o5 companies an" owner operators

who have a nee" 5or me"ium an" heavy "uty high Guality custom

manu5acture" service $o"ies an" lu$e trucks to per5orm ?el" service% ) large

majority o5 these customers are construction an" heavy eGuipment "ealers

such as +aterpillar8 olvo an" Fohn 9eere% )nother large segment is the

companies in the oil 1 gas8 mining an" construction an" similar in"ustries

which per5orm ?el" maintenance on their <eet o5 vehicles an" eGuipment%

,he smallest portion o5 the Summit ,ruck Bo"ies target market is the owner

operators an" small $usinesses that may per5orm oncall mo$ile service or contract

?el" service%

Summit ,ruck Bo"ies also manu5actures a line o5 hy"raulic an" electric telescoping

cranes8 "rawer packs an" lu$e ski"s with o5 the similar pro"ucts in "evelopment

that will $e $ene?cial to their current me"ium an" heavy "uty market yet appeal to

lighter "uty service truck market%

d. S"#T Analysis

Strength



,wo o5 the greatest strengths 5or Summit ,ruck Bo"ies are their placement niche

market an" the highly customi>a$le pro"ucts they manu5acture% ,he market 5or

me"ium an" heavy "uty trucks a smaller market8 yet they are a$le to pro"uce high

Guality pro"ucts in a price range that is highly pro?ta$le% )nother strength o5

Summit ,ruck Bo"ies is the high Guality an" "ura$ility o5 the $o"ies they $uil"%

.hen si"e $y si"e with competitor trucks a Summit $o"y has an o$vious "i=erence

that shows higher Guality an" cra5tsmanship%

"eakness

Lea"time is the greatest weakness o5 a Summit ,ruck Bo"ies% ,he custom

manu5acturing process can $e lengthy "epen"ing on how customi>e" the customer

wants their ?nal pro"uct to $e% ,he process 5rom sale to "esign an" then

manu5acturing to pro"uct "elivery can take at least two to three months% %

$pportunities

,here are emerging pro"ucts 5or Summit ,ruck Bo"ies that are giving them a chance

to increase their market share% ,hey are releasing new pro"ucts such as electric

hy"raulic cranes an" lu$e trailers $y the en" o5 the year to help increase sales%

Summit is also $ecoming well known in the highly speciali>e" rail serviceJlu$e truck

$o"ies market which there is has large potential 5or high pro?t earnings%

Threats

Summit ,ruck Bo"ies Is a relatively young company in this market among

competitors that have $een in $usiness 5or many years8 so their lack o5

$ran" awareness may threaten their growth% )lthough Summit has ma"e a

0



large presence in in"ustry tra"e shows an" are canvassing an" giving 5ree

"emonstrations o5 the trucks to increase $ran" awareness% .hen

prospective customers have $een using other more esta$lishe" companies it

is more "i:cult to $egin an" relationship with them% Many o5 their

competitors have network "istri$utors o5 their $o"ies an" other pro"ucts8

which some o5 these competitors $elieve to $e strength% )lthough Summit

$elieves the 5actory "irect salesman as strength this coul" also $e seen as a

threat since we "o not have a local presence which many customers may

pre5er%

e. Competitive Analysis

,here are 5ew competitors in the me"ium an" heavy "uty serviceJ lu$e $o"y

market% ,he 5ew competitors out there have $een aroun" 5or at least twice

as long an" are well esta$lishe"% )utocrane8 Stellar In"ustries8 IM, an"

enco enturo In"ustries are 5our o5 the largest competitors% )utocrane is

$ase" in ,ulsa8 /klahoma an" has $een in $usiness since !-% ,hey have

national an" international "istri$utors an" a similar pro"uct line% Stellar

In"ustries Inc% $ase" in 7arner8 Iowa has $een in $usiness since 0% ,hey

also have a similar pro"uct line as Summit ,ruck Bo"ies% Be5ore Summit

,ruck Bo"ies has its own line o5 Summit +ranes an" 7ranite 9rawer Systems

they use" their line o5 Stellar cranes an" )merican &agle "rawer pack

systems in their $o"ies% Iowa Mol" ,ool +o% Inc%8 also known as IM, has $een

also locate" in 7arner8 Iowa has $een in $usiness since ; an" has $een a

wholly owne" su$si"iary o5 /shkosh +orporation since 200;% IM, has a



similar pro"uct line o5 service $o"ies8 cranes an" air compressors an" lu$e

ski"s an" serves a glo$al market through a large "istri$ution network% ,hey

are the largest competitor to Summit ,rick $o"ies is si>e an" most

compara$le in pro"uct o=erings an" Guality% enco enturo In"ustries was

5oun"e" in !2 in +incinnati8 /hio as +ollin 1 )ssociates an" grown into the

largest manu5acturer o5 service $o"ies% ,hey serve a glo$al market o5 light8

me"ium an" some heavy "uty service an" crane $o"y pro"ucts% ,he 5oun"er

o5 this company also 5oun"e" what is known to"ay as the National ,ruck

&Guipment )ssociation HN,&) which is the largest association o5 companies

that manu5acture8 "istri$ute8 install8 sell an" repair commercial trucks8 truck

$o"ies8 truck eGuipment8 trailers an" accessories% enco enturo In"ustries

has similar pro"uct $ut is more into the lighter to me"ium "uty service trucks

an" $o"ies are not as high Guality an" heavy "uty an" "ura$le construction

as Summit $o"ies% None o5 our competitors o=er the high level o5

customi>a$ility as we o=er our customer8 which "e?nitely gives us a

competitive e"ge% )lthough we "o have a large inventory o5 complete"

trucks availa$le 5or sale8 most the majority o5 sales come 5rom $o"ies that

"esigne" an" manu5acture" to meet the customer nee"s an" speci?cations

III. Current !arketing $lan

a. #vervie%

Summit ,ruck Bo"ies "oes not currently have a marketing plan in place%

)ccor"ing to the 7M #ris &i"sness this is a part o5 the company that lacks

2



"irection an" coul" use a lot o5 work% e "oes see that it woul" $e a $ene?t

to the company an" help meet goals o5 company growth% ,hey currently use

many "i=erent marketing an" promotion activities8 $ut "o not spen" a lot o5

time with 5ormal planning% +urrently outsi"e salesman are "epen"e" on to

plan many o5 their own marketing activities with assistance 5rom the 7M #ris

&i"nsness an" Sales Manager 9an 9e)ces% 9an "oes a lot o5 planning 5or

the tra"e shows an" will make sure that the salesman have a goo" supply o5

$usiness car"s8 $rochures an" promotional items%

b. Tactics used

Canvassing*$utside Sales!an

Summit ,ruck Bo"ies currently relies heavily on the work o5 outsi"e salesman

to sell their pro"ucts an" services% ,here are currently 0 territories covere"

$y "i=erent outsi"e sales representatives in the Unite" States an" one

serving all o5 +ana"a% ,hese salesmen have proven e=ective in

"emonstrating an" selling pro"ucts an" $uil"ing long term relationships with

customers% Sales5orce is the +3M currently in use $y Summit ,ruck Bo"ies

an" is share" with all ,ranswest $ranches% It is a help5ul in keeping

in5ormation nee"e" a$out customers an" interactions with them%

+nside Sales

Summit ,ruck Bo"ies current has one insi"e sales person to cover all o5 North

)merica 5or the line o5 7ranite 9rawer Systems8 Summit +ranes other service

truck accessories an" parts% ,his person contacts customers primarily $y

(



telephone marketing an" email to make sales an" $uil" relationships with

current an" prospective customers% Sales5orce is utili>e" $y insi"e sales as

well to keep track o5 customer contacts an" to sen" emails an" keep notes

an" other purchase in5ormation%

"ebsite

Summit ,ruck Bo"ies "oes currently have a we$site% ,his we$site is out"ate"

an" poorly "esigne"% It "oes show current pro"uct in5ormation an" is not

easily navigate"% It "oes not make contacting the company sales8 service

an" parts representatives easy 5or current an" prospective customers% ,here

is also a parts store on the we$site that nee"s to $e completely revampe"%

,here are not enough parts availa$le an" customers can only use cre"it

car"s 5or payment% PayPal nee"s to also $e an option 5or customers%

Social Media

Summit ,ruck Bo"ies "oes have a 6ace$ook Page $ut "oes not use it to its

potential% +urrently you will ?n" pictures o5 some o5 the activities aroun" the

plant an" holi"ay greeting% ,here is also a ,witter account $ut that has not

$een use" at all% Summit also has a Cou ,u$e +hannel% ,his channel has

instructional an" "emonstrational vi"eos 5or trou$leshooting or "oing minor

repairs%

Business Cards

*



)ll employees that "eal with the pu$lic an" ven"ors are provi"e" with

$usiness car"s% ,he $usiness car"s inclu"e the company logo8 name jo$ title8

an" contact in5ormation inclu"ing a""ress8 phone num$er8 5a'8 email an"

we$site%

Brochures

Summit ,ruck Bo"ies has a variety o5 in5ormational $rochures availa$le%

,hese $rochures are "esigne" an" printe" $y the ,ranswest Hparent

company marketing "epartment an" $ille" to Summit ,ruck eGuipment% )ll

$rochures are availa$le in print an" electronically% ,hey are sent out $y "irect

mail an" email8 han" "elivere" $y salesman an" given out at tra"e shows%

,here are also $rochures 5or 7ranite 9rawer Systems an" the Summit

+ranes% Summit is also provi"e" with $rochures 5rom ven"ors 5or certain

pro"ucts we sell that are also installe" on Summit $o"ies%

Trade Sho&s

Summit ,ruck Bo"ies "oes atten" national an" regional tra"e shows% ,here

are two large national tra"e shows that all the salespeople atten" +on&'po

an" Mine &'po8 $oth in Las egas Neva"a% ,he last +on&'po was in March o5

20! an" the ne't one will $e March 204% ,he International Mine &'po is

every two years8 an" the ne't one is Septem$er 20;% ,hey are the largest

in"ustry shows in North )merica% Salesmen also atten" regional tra"eshows

in their sales territories on a much smaller scale% Summit ,ruck Bo"ies has a

!



couple "i=erent $ooth set ups 5or tra"e shows8 one is 5or a small $ooth an"

the other is 5or a very large $ooth at the +on &'po an" Mine &'po%

$nline Marketplace dvertising

Summit ,ruck Bo"ies "oes a"vertise currently have listings on

trucktra"er%com an" machinerytra"er%com% ,here are also $utton a"s in two

in"ustry association marketplacesD the National .ork ,ruck )ssociation an"

)ssociate" &Guipment 9ealers% ,hese $utton a"s will open up an

in5ormational page that "escri$es the pro"ucts an" services8 an" provi"es

contact in5ormation 5or Summit ,ruck Bo"ies% ,here is also a link to the

we$site%

Trade Maga,ine dvertising

Summit ,ruck Bo"ies "oes run a 5ull page alternating with a one thir" page

a" in Service ,ruck Maga>ine% ,his is currently the only tra"e maga>ine

a"vertising "one% Service ,ruck Maga>ine is pu$lishe" $imonthly in a ta$loi"

5ormat an" is targeting to the North )merican service truck in"ustry%

)irect Mail*E!ail

Summit ,ruck Bo"ies salesmen are given the tools they nee" to mail

literature an" personal notes $y mail or email "irect to customers% Insi"e

sales sen" targete" email $lasts an" have email templates availa$le to sen"

out using Sales5orce% 6or e'ample when we have a year en" clearance sale

on in stock 7ranite "rawer packs an" $olt $ins an email $last will go out to

;



all service an" lu$e truck customers% 7ranite 9rawer Systems "oes also

sen" out "irect mail <yers through the USPS% ,hey will also mail out <yers

an" $rochures in "irect mail campaigns through the USPS%

%ro!otional (i-ts:

Summit has a large promotional item $u"get an" currently has a $ig list o5

gi5t items with the Summit logo that are given to employees an" customers%

,hese items inclu"e keychains8 pocket knives8 jackets8 tshirts8 $ase$all8

trucker an" knit hats% ,here are other items that will soon $e coming

availa$le 5or promotional giveaways%

c. !easurement & !arket

+urrently there is no measurement system or any participation in market

research within Summit ,ruck Bo"ies% )lthough there is an email a""ress

calle" @oice o5 +ustomerA or /+ that customer can email in praises an"

complaints 5or pro"ucts an" services% ,he salesmen also have "iscussions

an" $iannual sales meetings concerning customer satis5action%

d. !arketing Budget

Summit ,ruck Bo"ies currently has what they call a promotional an"

a"vertising $u"get% ,his current $u"get is 2080008 which eGuals 48!00

per month%

Expense Item 'early+on &'po 1 Mine &'po ,ra"e Show 428000

,rucktra"er%com (200 ,ractortra"er%com (200

4



N,&) /nline Marketplace -00%00Service ,ruck Maga>ine --0%00Promotional 7i5ts *!8000%00Brochures !8000%00/il 1 7as Show 000%00

N,&) .ork ,ruck Show !8000%00Business +ar"s !;0%00 ,hanks you car"s 2!0%00New .e$site 9evelopment 2800&nvelopes -00%00Mailing La$els 2!0%00Postage *00%00+ustomer &ntertainment 208000%00Miscellaneous &'penses *8;(0%00

Total ()*+,+++.++

I-. ecommended !arketing $lan

a. #vervie%

Since Summit "oes not have a 5ormal marketing plan I am going to

recommen" that there is an actual yearly plan put in place% I woul" like to

see a month $y month plan o5 a"vertising an" promotional activities 5rom

customer5ocuse" an" a pro"uct5ocus campaign% Some things I woul" like to

research more possi$ilities 5or coop a"vertising to $e looke" into with a

couple o5 our large ven"ors Hanair or Miller &lectric M5g% 5or national

maga>ine a"vertising such as +onstruction &Guipment Maga>ine an" /il 1

7as Fournal% I woul" like there to $e an increase in P3 in the way o5 pu$lic

announcements a$out the company an" pro"ucts8 e"itorials an" articles in

tra"e pu$lications% I will also recommen" speci?c changes to the new

we$site an" current a"s in Service truck maga>ine% In a""ition to continuing

current e=orts8 I am recommen"ing two marketing campaigns8 one that is

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pro"uct 5ocuse" an" another that is customer 5ocuse" $oth incorporating

"i=erent me"ia tactics%

b. ecommended Tactics

Improvements I recommen" are increases in Ma'ime"ia8 &Me"ia Marketing an"

In5oMe"ia Marketing an" NonMe"ia Marketing ,actics% ,his inclu"es Maga>ine an"

+oop a"vertising8 ,elephone Marketing8 9irect Mail Marketing8 Social Me"ia8

.e$site8 Promotional 7i5ts8 List Buil"ing8 &newsletter8 Blogging8 Search &ngine

/ptimi>ation8 6ree 9emonstrations8 Pu$lic 3elations8 ,ra"e Shows an" +ontests%

,hese tactics will $len" together in two campaigns8 a customer 5ocuse" an" pro"uct

5ocuse"% @.hyIlovemySummitBo"yA is what the customer 5ocuse" marketing plan

will $e $ase" aroun"% .e will ?rst start with a social me"ia campaign asking

customers to post pictures o5 themselves with their Summit Bo"ies or just their

trucks i5 they pre5er an" to tell us what they love most a$out their Summit Bo"y% I

woul" like to use 6ace$ook8 ,witter an" Instagram% .e will rewar" our 5avorite each

month will a gi5t package% ,he gi5t package will inclu"e Summit ,ruck Bo"ies

promotional gi5t items inclu"ing a hat8 tshirt8 key chain8 pocket kni5e8 an" a Ceti so5t

si"e cooler8 a total o5 a$out a 2!0%00 valueO My goal is to have this social me"ia

campaign kicke" o= $y the $eginning o5 /cto$er 20! an" have our ?rst contest

winner at the en" o5 /cto$er% ,he @.hyIlovemySummitBo"yA monthly winners

will also have a chance to $e the customer spotlight in our new customer centere"

Guarterly enewsletter Hyet to $e title" set to $egin early 20;% ,he enewsletter

will $e 5ree o5 marketing pitches $ut o=er in5ormation that is use5ul to our customers

inclu"ing in"ustry an" pro"uct highlights an" also in5ormation to allow them to get

to learn more the a$out Summit ,ruck Bo"ies% I woul" like to use it to $uil"

customer con?"ence an" cre"i$ility $etween Summit an" our customers an"



prospects% ,he 5eature o5 the enewsletter will $e the .hyIlovemySummitBo"y

customer spotlight% I woul" like to see i5 the salesman woul" like to $e contri$utors

o5 a $log a$out their interactions with customers in the ?el" an" may$e new

applications customers I ?n"ing use o5 our pro"ucts8 an" other similar stories%

/ther articles may inclu"e new pro"uct releases 5rom ven"ors8 maintenance tips 5or

their truck8 an" links to inhouse ma"e howto vi"eos on our Cou,u$e channel8

we$site or links to impact5ul in"ustry articles% ,his is just the $eginning8 i5 this goes

well it coul" grow into something more an" $e pu$lishe" more o5ten% I am e'ploring

the i"eas o5 a 1) plat5orm8 an" inclu"ing an" Summit ,ruck Bo"ies employee

spotlight $ase" on .hyIloveworking 5orSummit,ruckBo"ies%

,he pro"uct $ase" marketing plan will $e centere" on targete" email $lasts8

national pro"uct a"vertising an" increase" tra"eshow atten"ance% ,his campaign

will $e use" to increase sales knowle"ge on e'isting an" new pro"ucts an" $uil"

$ran" awareness% ,here will $e email $lasts a$out once a month current sales

promotions or pro"uct launches% Summit ,ruck Bo"ies will $e launching at least one8

possi$ly two new pro"ucts this year8 an" I woul" like to get the wor" out to

customers in the Sales5orce "ata$ase $y email $last an" email templates% Insi"e

parts sales will have an en" o5 year inventory clearances email $last sent out in

Novem$er to "i=erent instock items% ,he outsi"e salesman will $e encourage" to

also contact their territory customers a$out a similar promotion in the * th Guarter

a$out stock trucks% ,here will also $e a series o5 ServiceJMaintenance kits email

templates that will $e sent out to customers who have certain pro"ucts% 6or

e'amples all customer who $ought a anair )ir +ompressor or Miller &npak will

receive an" email a$out availa$le an" recommen" routine maintenance pro"ucts to

keep their eGuipment per5orming its $est% Insi"e sales will also make 5ollow up calls

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to certain high priority customers an" also to a top 000 prospects list currently in

"evelopment8 this is similar to LevinsonEs 9ream 00 mentione" in 7uerilla

Marketing% ,his top 000 prospects are previous customer that are have not ma"e

a lot o5 recent purchases $ut have high potential 5or growth%

I am going to recommen" some changes in our current a" in Service ,ruck

maga>ine% +urrently there are 5our a"s a year8 two 5ull page an" two J( page a"s%

,his a" is a com$ination o5 pro"ucts8 the serviceJ crane $o"ies8 7ranite 9rawer

Systems an" the Summit +ranes% I woul" like to pull the 7ranite 9rawer Systems

an" Summit +ranes 5rom this an" to alternating their own page a"% ,here are

speci?c changes I woul" like to see in the 5ull page a""8 $asically starting 5rom

scratch% I woul" like to use a photo that shows the truck in the ?el" $ut 5rom the

rear si"e8 showing mostly that $o"y an" the crane in use8 the "oor open an" so

that you can see the "rawer packs% ,he current a" has a list o5 5eaturesD I woul" like

to change that list o5 5eatures to a couple o5 statements a$out what makes these

$ene?ts a"vantages 5or our customers8 such as sa5ety or high customi>ation a$ility%

)s recommen"e" in 7uerilla Marketing I woul" like to inclu"e a clear call to action8

such as @isit /ur .e$site 5or more in5ormation on how we can increase technician

sa5etyJpro"uctivityA or @+all 5or a 6ree ,ruck 9emonstrationA% ,his a"vertisement

shoul" also have an -00 num$er liste" that is only speci?c to this pu$lication

measure 5or e=ectiveness% I woul" like to also put inclu"e in5ormation on our lu$e

ski"s% I woul" also like to see i5 inserts are availa$le in this pu$lication% Service

,ruck maga>ine has only $een in pro"uction 5or a year an" I have not yet seen one8

I still think it is an i"ea worth e'ploring% Service truck Maga>ine also o=ers

opportunities 5or pu$lic announcement an" article an" e"itorial contri$utions that I

woul" like to see Summit take a"vantage o5% 6or e'ample in the ne't issue I will

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announce the completion o5 the plant e'pansion an" our new electric hy"raulic

crane%

,here is a couple o5 other national in"ustry tra"e maga>ines that I am intereste" in

learning more a$out opportunities to a"vertise in8 speci?cally +onstruction

&Guipment Maga>ine an" the /il1 7as Fournal which has com$ines with /il8 7as 1

Petroleum &Guipment Maga>ine% I think these types o5 maga>ines woul" $e a goo"

opportunity to see in Miller &lectric M5g% +o woul" $e intereste" in a coop a" with

our $o"ies an" the Miller &npak8 their latest an" greatest )ll in /ne power Unit that

is installe" on a growing num$er o5 Summit trucks% Both these national pu$lications

have a large rea"ership in our target market an" high cre"i$ility%

+urrently Summit participates with a large $ooth at two major national tra"e shows%

I woul" like to see the a""ition o5 a $ooth at the N,&) .ork ,ruck Show that takes

place in In"ianapolis every March% ,he .ork ,ruck show is @North )mericaQs largest

work truck event is your onceayear chance to see all o5 the newest in"ustry

pro"uctsD choose 5rom "o>ens o5 in"ustry5ocuse" training coursesD an" gain access

to technical engineering representatives 5rom hun"re"s o5 e'hi$iting companies%A

Summit will o5ten atten" the show $ut "oes not participate with a $ooth% I woul" like

have a $ooth in 20;%

I will $e "esigning a customer satis5action survey "o $e sent out to customer

through email in the 2n" Guarter or 20;8 an" a secon" one to go out the * th Guarter

or 20;% ,he ?rst one will $e 5or an overall customer e'perience when "ealing with

Summit ,ruck Bo"ies% ,he secon" will $e speci?c to customers who have purchase"

a service8 lu$e or other truck $o"y within the past 5ew years% .e will $e looking 5or

speci?c 5ee"$ack on "i=erent aspects o5 the truck $o"ies%

22



c. /e% budget

,he new $u"get will stay close to the same% )5ter "iscussions with the 7M #ris

&i"sness he sai" any a""itional e'penses all new a"vertising e'penses will most

likely $e approve" 5or the remain"er o5 20!% I will $e allowe" to spen" an

a""itional *08000%00 in 20;

-. Summary

Summit Truck Bodies is located at 990 Vernon Rd in Wathena, KS 66090. It is a manufacturer of medium

and heav dut service and lu!e trucks and other s"eciali#ed truck !odies, lu!e skids, cranes and the

$ranite dra%er sstems. The %ere incor"orated in &00' as "art of the Trans%est (rou", famil o%ned

and o"erated com"anies.

Summit Truck Bodies serves customers in the )nited States and *anada. The lar(est "art of their tar(et

market in the e+ui"ment dealers %ho service their "roducts in the field. The net lar(est se(ment of their

tar(et market is construction and oil, (as and minin( com"anies %ho "rovide mo!ile re"air and

maintenance on their o%n fleet of vehicles. The smallest (rou"s the tar(et are the o%ner o"erators of

mo!ile re"air and maintenance.

Their lar(est com"etitors are other manufacturers and distri!utors of similar "roducts. Some of those

com"anies are Stellar Industries, -utocrane, IT and Venco Venturo Industries. -lthou(h all have similar

+ualit, Summit Stand a!ove them in their a!ilit to customi#e their "roducts to suit the customer needs

and their a!ilit to desi(n and manufacturer hi(hl s"eciali#ed vehicles.

-lthou(h Summit does have a lar(e "romotional and advertisin( !ud(et there is no marketin( "lan or

measurement sstem in "lace. The current use a lot of different t"es of mini media includin(

canvassin(, !usiness cards, "ersonal letters, tele"hone marketin(, and !rochures. *urrent ai/media

tactics in use are ma(a#ines and direct mail marketin(. There is some /media tactics in use includin( /

2(



mail and a %e!site and limited social media. recommendations are (oin( to !e "uttin( a "lan in "lace

for the current and follo%in( ear and continuin( that includes t%o marketin( cam"ai(ns and the increase

of use in different tactics. The increase in use of these tactics includes more social media, /media, Info

media and mai media tactics. With the "ro"er mi of tactics Summit %ill !uild increase sales and also

hel" to !uild customer confidence and loalt and !rand a%areness. I %ill also like to "ut in "lace %as

to measure the effectiveness of different tactics and start sendin( out customer satisfaction surves.

-I. eferences

Levinson8 F%+% H2004 (uerilla Marketing8 oughton MiRin%

#ris &i"sness 7eneral Manager8 Personal interview8 Fuly 20!

9an 9e)ces Sales Manager8 Personal Interview8 Fuly 20!

Ben /wen8 )"vertising Manager ,ranswest8 &mail Interview8 Fuly 20!

)$out .ork ,ruck Show% National ,ruck &Guipment )ssociation% N%p%8 20!% .e$%

20!%

-II. Appendices

a. Current !arketing $ieces

Business +ar" &'ampleK My new $usiness car"s have not come in yet% My title has

change" to Parts Sales an" Marketing Manager%

2*



Service ,ruck Maga>ine )"vertisementK 6ull page8 this is in two a"s issues per year%

,here are J( page a"s 5or two other issues% I am recommen"ing some changes to

this a"vertisement8 inclu"ing a stronger call to action an" a "e"icate" phone

num$er to help measure e=ectiveness%

2!



2;



,his is an e'ample o5 a <yer I recently "esigne" an" put into an email template on

Sales5orce% I will use this one an" other similar one to remin" customer routine

maintenance on some o5 the trucks an" other pro"ucts they purchase%

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,his is an e'ample o5 a <yer that was "istri$ute" in print an" email%

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,his is the newest 7ranite 9rawer Systems Brochure8 it e'plains just a$out

everything a customer nee"s to know a$out the 7ranite 9rawer Systems an"

Brochures% ,he top is the $ack an" 5ront cover an" the $ottom is the insi"e o5 the

$rochure%

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Documents

Marketing Plan Project_Kirby