Roger Mills of Kiai Marketing Group

...

Competitive Analysis

There are 5 major competitors for Kiai, including The London Free Press, Western News, The Gazette, Orientation Week Packages and Immobile Poster Campaigns. Their price are diverse, and there are more information on Exhibit 1.The London Free Press was London's major daily newspaper and it has the highest number of impression compare with other 4 competitors, as well as, The London Free Press has the most expensive price which is not fit to some small business. Western News and The Gazette focus on western students and they provide a reasonable and affordable price. However, there are not very much students reading newspapers. Orientation Week Package provide to customers a short period and expensive products/services, and it just pay attention on new students. As the result, the above 4 companies are not a big risk for Kiai. On the other side, the 5 companies are all real company and have relativity higher awareness than Kiai, this should be a problem for Kiai. Talking about Immobile Poster Campaign, it focuses on western students and runs its advertising on public space and raising the exposure. Also, Immobile Poster Campaign has a lowest price.

Although the 5 competitors can guarantee exposure, they can not guarantee the impressions on the customers' mind. Kiai has the most creative way which can grab viewers' attention and leave a better impression than its competitors. Since Kiai is a new business and lack of experience, and as Mills opinion that Kiai can offer lower rates but not "cheaper" option to appeal client. This is a smart idea that we can set our price but change the discount rate so that attract customers and seize market shares.

Customer Analysis

Small businesses have financing backing from London municipal and provincial government who aim to help small businesses stand up in London and develop London's economy. Also, London was the home of Western University and Fanshawe College, so the student is a big market for London, and small businesses always target on student demographic. As this result, small businesses could become Kiai's long term client. However, small business always run on tight budget and consider more about price, so they will expect a lower price from Kiai.

As a non-profit and educational corporation, Western's University Student Council (USC) have a extremely high awareness among students. So, student will not react sensitively when they see the advertisements about USC. There is less demand for advertising about USC, they just need promotion when they organizing new activities and introduce new clubs, such as the HYPE Street Team. As this result, it is hard to build long term relationship with USC. Also, as a non-profit student organization, USC will not have sufficient marketing budget.

In order to satisfy Kiai and Mill's success, Mill need to pick one target clientele and try to achieve customs' need. If Kiai's customers can benefit from Kiai's services, it is helpful for Kiai's reputation and increase brand awareness among other customers.

Target Market

The most suitable target clientele for Kiai Marketing Group is small businesses, because they can build a long term relationship with Kiai. And, Kiai as a new company, small businesses are easier to communicate than lager corporation. Small business need to increase brand awareness among students, also Kiai need increase awareness among clientele at the same time. This is going to be a win-win situation. If Kiai's service benefit its first clientele, it definitely significant to attract other potential customers attention and seize market share immediately.

Product

Roger Mills designed a laptop ski that aimed at advertising on blank backing of laptop lids. This is a unique and visible product for advertising the target clientele. There is no similar product and service among competitors, and this is the biggest advantage for Kiai. Kiai's unique product and service will not only produce clients' brand name, but also Kiai's. Whereas, nearly any new commodity is easily copied and hence not very profitable, so Mills should be aware of the similar products. In the future, Mills could work on designing more novelty products and advertising programs for clients. It is good for differencing clients from their competitors. The diverse advertising would make the advertisements appeal to viewers' eye and leave a profound impression. The most important is that can attract some large clientele, such as Labatt Breweries, General Motors.

Placement

Since Mills decided to hire his employee from university students, and students are mainly activity on campus. Clients expected higher exposure, Mills need hire students from different facilities. If his group members all from business and management, client's advertising is barely viewed by students from other facilities. Another, Mills could distribute different laptop ski to different students base on clients' background. For instance, if the client is a music shop, Mills could give this laptop ski to a employee with music major. Mills need stand on the customers' perspective and meet customer's individual requirements. This will help Kiai to create a good brand awareness and maintain a solid long term relationship with customers.

Price

Determining a right price for product and service is extremely important for Kiai surviving in the competitive market. Base on the Cost Per Impression (CPM), Mills could select the market median number as Kiai's CPM number, which is $18.79. Compare with other five competitors, $18.79 is a pretty competitive price ,and it is not a low price that make Kiai a "cheap brand". There are two table present more information about determining Kiai's selling price ( Exhibit 2). Finally, Mills should set his selling price of $1200 every academic year. Because of Kiai can not guarantee the impression, $1200 is reasonable and competitive for clients. It is not expensive like Orientation Week and The Windsor Star which small business owners do not have much budget on advertisements. Although Kiai's price is a little bit higher than Immobile Poster Campaign who is Kiai's most major competitor, Kiai's group members are mobile advertisements, which is not like poster can not remove.

After decide the selling price, Mills need figure out how much he should pay his group members. Since Mill's employees do not have fixed working hours, Mills