Marketing plan for InSinkErator Brand of Food Waste Disposers

InSinkErator is a brand of food waste disposer that despite being in the Philippine market for 15 years, both the product and the brand remained obscure to most of the Philippine population. In 2012, Focus Global, Inc. acquired the exclusive distributorship of InSinkErator and it is their aim to increase awareness and educate Filipinos about the food waste disposers and in the process, make the brand the leading food waste disposer in the Philippines. Studies indicate that consumer appliance industry has been growing and various trends in real estate will lead to an increase in demand for convenient, space-saving household products. Improvements in wastewater treatment facilities also make the product an even more practical appliance, shedding good opportunities for the product to sell in coming years. Marketing strategies were then proposed to target the top 5% earners of the Philippine population, while reinforcing that the InSinkErator is the brand of choice. Target market are married women aged 30 to 49 that belong to the SEC A, B and Upper C. The company will join exhibits and fairs that cater to home and kitchen furnishings, developers and builders. Ads will be placed in the two leading newspapers, and in home and architectural magazines such as Metro Home, My Home and Condo Living. Several press and commercial releases will also be launched in conjunction with the launching of the product each set of press and commercial release will target different set of clients. At the beginning of each year, surveys and market studies shall be conducted to evaluate the results of the company\u27s marketing efforts. It is goal of this paper that in five years, InSinkErator will be the leading brand of food waste disposer among its target market