Going Green

Cal-Vintage Roofing:

Going Green Marketing Plan

Alli Miller

Marketing Management MM522

Instructor: Jeffery Galinovsky

October 12, 2009

Executive Summary

Cal-Vintage Inc. has been one of Sacramento’s leading roofing companies since 2003 offering great quality while working within the customer’s budget. The company mission statement is:

Cal-Vintage Roofing is committed to be a leader in the roofing industry that is built upon a foundation of core values; committed to providing the highest level of service and quality, with emphasis on loyalty to clients, employees and family. Every client becomes part of the “Cal-Vintage Family” and we take great pride in protecting our client’s primary investments-their homes. (Mazzuca-Perry, 2009)

Understanding the changing rules and regulations to the Energy Efficiency standards in California and the current rebates program Cal-Vintage Roofing decided to start promoting their Going Green project in the final quarter of 2009. The government changes will enforce energy efficient changes making homeowners choose roofing material that is energy efficient. The new regulations also promote other methods as well to reduce the energy cost by using natural methods. Currently before these laws are put in place the electric companies PG&E and Smud are offering rebate programs along with a federal rebate program for increasing the energy efficiency of the home.

The current market is overrun with other contractors trying to survive in the current economic downturn that is affecting the construction industry the hardest. The advantage of Cal-Vintage is that they offer customers the quality service and staff that has established their brand within the community. In understanding the current survival rates that other companies are competing with Cal-Vintage will be reducing their rates while not reducing the quality. The current market in Sacramento County alone is approximately 540,000 homes with the majority of them...