Curled Metal Inc

Curled Metal Inc: Engineered Products Division

Marketing Plan

Date: Jan 24 , 2011

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Executive Summary

Curled Metal Inc. (CMI) develops a new product – curled metal cushion pad. The CMI cushion pad is potential for doubling the sales of the company with successful marketing introduction. This marketing plan illustrates the market strategies and segments we will employ to get customers and create revenue. Our vision is to provide the industry with a good cushion pad for saving both money and time. Our objectives are to create a new brand of cushion pad and the market leader in the cushion pad industry.

Situational Analysis

CURRENT COMPANY SITUATION: As per 2007 Income Statement, the net sales of existing product “Slip-Seal” with 80% market share has dropped about 9.5%. CMI plans to develop “The Cushion pad” as “Star” for the company in order to sustain the business growth.

PRODUCTS IN MARKET: Conventional pads are hardwood blocks, micarta slabs, phenolic plastic pads or stacks of alternate layers of aluminum plate and micarta slabs. Conventional pads transmitted energy from the hammer was given off as heat so average temperature was 600-700°F after 500 feet of driving and had great difficulty to be replaced immediately. Hardwood block resiliency was quickly destroyed by constant pounding and needed to be replaced frequently. A stack of 11 1/2-inch micarta pads weighed between 30 and 40 pounds and the 30-inch size weighed seven to eight times more.

CUSTOMER NEEDS: Cushion pad that transmit force without creating heat, still remain resilient enough to prevent shock.

COMPETITIVE ADVANTAGES: CMI Cushion pad was continuous metal wire that was wound into tight continuous ringlets. This gave it 3-dimensional resiliency to withstand almost any temperature or chemical. CMI pads never went above 250°F after 500 feet of driving so they might handle with protective gloves immediately. Manufacturing process allowed any diameter of CMI pad for a...