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Sales and Broaden Advertising Incl

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Sales and Broaden Advertising Incl
Haverwood Furniture, Inc.

Q1 How would you characterize the HH wood Furniture Industry?
• Haverwood L Room & Bedroom
• Haverwood has own sales force 10 sales/ 2 Reg
• Upholstered 50%/ Wood 40%
• Total Ind Sales 3 Mil
• Top 10 Wood Manu = 1/3 of total sales
• Asia imports driving down prices (BPuerto)
• US Manu downsized – 100 Manu
• $15 million sales = 6% mkt share
• Hwood uses 1000 specialty style (Selective distribution)
• Gallery concept prevalent
• Do not have full line in all retailers
• Do not have galleries in all retailers

Q2 How do consumer buy?
• 94% enjoy shopping
• Lack confidence about quality or evaluating price
• 95% get redecorating ideas from Mag.
• 84% believe higher price = higher quality
• 72% browse even when not buying
• Rely on sales people for ideas but want to be left alone to shop
• 85% read ads before shopping
• Difficult to select styles

Attributes
• Styling/Design (1)
• Brand Name/Image (5)
• Price (4)
• Construction Quality/workmanship (2)
• Store Quality/Image (3)

Buying Decision
• Joint decision
• Difficult – guidance
• Little Knowledge

Q3 What is the role of Marketing Communications
• Consumer advertising o informs about styles, arrangements o Emphasize Quality o Develops “share of mind”
• Company Salespeople o Sell thru as much of line as possible o Sell-develop rapport o Training retail sales people – product quality %& feature o Build enthusiasm w/ RSP o 100% sales time
• Trade Advertising o Point of purchase – anything that goes on at the time of sale o Brochure take away
• Cooperative Advertising o Given by the retailer but funded by the manufacturing
• Builds bond between retailer and brand

Q4 Objectives for 2008
• Broaden advertising incl online
• Penetrating boomer demo (Buy hi-quality)
• Lower ad budget if possible
• Marketing many lines
• Broaden full line penetration
• More galleries
• Reach consumers at critical decision points

Q5 How might
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