Contemporary Ti Designs 3.6 Strategies The single objective is to position Contemporary Ti Design as an innovative unique artistic jeweler. This positioning is for the entire United States the geographic region that Contemporary Ti Design seeks to serve. The marketing strategy will seek to create customer awareness regarding unique products offered develop the customer base, and work toward building a network of galleries as distributors The message that Contemporary Ti Design will communicate is that Ti Designs is a unique, custom craftsmen of artistic jewelry. This message will be communicated through a variety of methods. The first is through promotion and sales at various art shows and festivals throughout the country. This method will be useful as it carefully targets one segmented target population Another method will be the building of a gallery network that will serve as a distributor for Tis designs. Once this is established this will be an effective sales outlet The last method for communicating Ti Design's positioning message is through their website. This website will provide unlimited geographic coverage and is a wealth of information regarding all of Steve's products. Additionally, it will serve as a mechanism for order placement. 3.7 Marketing Mix Contemporary Ti Design's marketing mix is comprised of the following approaches to pricing distribution, advertising and promotion and customer service Pricing: The pricing scheme will be based on the cost of the raw materials and the amount of time required to construct the piece Distribution: The products will be distributed via the website, at the booth that ti Designs mans, and through a network of galleries Advertising and Promotion: The avenues of distribution will also serve as the methods or advertising and promoti Customer Service: Obsessive customer attention is the mantra. Ti's philosophy is complete customer satisfaction. This will occur at whatever cost. Even if this does not make sense relative to short-term profits it will be done, recognizing that this attitude wi only bolster long-term business health 3.8 Marketing Research During the initial phases of the marketing plan development several focus groups were held for both consumers of artistic jewelry as well as buyers from galleries. These focus groups provided useful insight into the decision making process of these target customers Steve also spent two months on the road participating in various art shows and festivals with many different prototype pieces. This road show occurred to determine customer acceptance of the product as well as to gauge demand this information was then analyzed to determine business feasibility The last source of marketing research involves road show and surveys that were handed out at the fairs and shows. the purpose of the survey was to collect information regarding buyers preferences, likes and dislikes regarding the designs, and price preferences of the products Page 93.6 Strategies The single objective is to position Contemporary Ti Design as an innovative, unique artistic jeweler. This positioning is for the entire United States, the geographic region that Contemporary Ti Design seeks to serve. The marketing strategy will seek to create customer awareness regarding unique products offered, develop the customer base, and work toward building a network of galleries as distributors. The message that Contemporary Ti Design will communicate is that Ti Designs is a unique, custom craftsmen of artistic jewelry. This message will be communicated through a variety of methods. The first is through promotion and sales at various art shows and festivals throughout the country. This method will be useful as it carefully targets one segmented target population. Another method will be the building of a gallery network that will serve as a distributor for Ti's designs. Once this is established, this will be an effective sales outlet. The last method for communicating Ti Design's positioning message is through their website. This website will provide unlimited geographic coverage and is a wealth of information regarding all of Steve's products. Additionally, it will serve as a mechanism for order placement. 3.7 Marketing Mix Contemporary Ti Design's marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service. • Pricing: The pricing scheme will be based on the cost of the raw materials and the amount of time required to construct the piece. • Distribution: The products will be distributed via the website, at the booth that Ti Designs mans, and through a network of galleries. • Advertising and Promotion: The avenues of distribution will also serve as the methods for advertising and promotion. • Customer Service: Obsessive customer attention is the mantra. Ti's philosophy is complete customer satisfaction. This will occur at whatever cost. Even if this does not make sense relative to short-term profits it will be done, recognizing that this attitude will only bolster long-term business health. 3.8 Marketing Research During the initial phases of the marketing plan development, several focus groups were held for both consumers of artistic jewelry as well as buyers from galleries. These focus groups provided useful insight into the decision making process of these target customers. Steve also spent two months on the road participating in various art shows and festivals with many different prototype pieces. This road show occurred to determine customer acceptance of the product as well as to gauge demand. This information was then analyzed to determine business feasibility. The last source of marketing research involves road show and surveys that were handed out at the fairs and shows. The purpose of the survey was to collect information regarding buyers preferences, likes and dislikes regarding the designs, and price preferences of the products. Contemporary Ti Designs Page 9