Sarim Haque

MARKETING TACTICAL PLAN

Product Distribution Plan
On the Place front of our Marketing Plan, we decided to adopt a Direct Distribution Channel. The
rationale behind the decision was to effectively cater for the high degree of customization associated
with our product offering. We realized that since our product offering requires significant modification
to suit varying needs of our target market therefore it was appropriate to maintain a direct product
pipeline to the customer especially during the initial stages of the venture.

Objectives
1. Build a fully functional website that displays complete product catalogue and allows online
purchases of our products. The website should be deployed within 6 months. The website
should allow users to create their own accounts, manage their purchases and if necessary, raise
tickets. The website should also contain an app that gives customer recommendation about the
best product package for them in response to a series of predetermined questions.
2. Send a product catalogue to no less than 500 home healthcare companies in Canada. The
catalogue should direct customers to a website link address for product purchasing. It should
also incorporate QR codes for the same purpose. The action we want to elicit from our customer
is of visiting our website where we would be able to entice them further through media rich
content.
3. Hire an additional staff of 15 individuals for product assembly and on-site installation. Fully train
them within a 5 month period. The staff will also be responsible for supply chain management.
4. Keep Raw Material and Finished Goods inventory to a minimum. This will bring down the cost of
inventory storage.
5. Partner up with a call center to handle inbound customer calls. Have at the least 2 dedicated call
center agents for 10 hours daily.
6. Find and employ an end to end logistics company to handle supply chain management.
7. Develop comprehensive literature and training videos on the subjects of product assembly and
maintenance.
8. Once the sales hit a critical mass, start outsourcing product distribution/installation to third
parties.

Procedure
Lack of physical presence should be compensated by a really strong digital presence. Potential leads
should be encouraged to create an account on the companys website as early in the sales cycle as
possible. On a potential leads first inbound call, the call center agent should direct the person to
Beehives website, take control of the cursor and familiarize the person with various available options
and the complete purchasing process. The companys website should have all the relevant information

Sarim Haque
related to the product and the goal should be to make the website a clients primary point of interaction
with the company.
BeeHive will adopt Just In Time manufacturing strategy in the initial stages. Receiving of a product
order will trigger instantaneous requisition of raw materials. The company will maintain Direct
Distribution Channel until it has 3-4 product advocates in a given city. When that happens, BeeHive will
partner-up and subsequently train a suitable distributer to handle its distribution channel in that city.
First customers in a given geographical location will also be incentivized to offer their facilities as model
houses for future customers.

Control
Goals will be established on a weekly basis and every morning a 15 minutes meeting will be held to
measure the progress of the team against those goals. Progress will also be reported to the CEO on a biweekly basis. The target is to establish a scalable and versatile distribution channel within a 6 month
timespan.

Budget
The following table represents the budget allocated for the execution of this marketing plan:

Objective

Budget

Website Development

$90000

Product Catalogue

$3000

Work Force

$800000

Minimum RM & FG Inventory

$180000

Partnership With Call Center

$100000

Partnership with End To End

Logistics Company

$50000

Training Material

$8000

Outsourcing the distribution

$5000

Items
1.
2.
1.
2.
3.
1.
2.
1.
1.
2.

Outsourcing Fees
Hosting Charges
Catalogue Design
Printing Charges
Mailing Cost
Salary/Compensation
Training Cost
ERP Cost
Service Charges
Training Cost

1. Service Charges
1. Cost of developing
training material.
2. Cost of publishing the
material.
1. Training Costs
Total : $1236000