Business Report

A comprehensive advertising plan will help this company capitalize
on many current and future market trends in the casket industry.
We will develop a strategy for the company that will pull the
product through the supply chain by creating consumer awareness
and developing and interest for the product, thus creating a more
educated, knowledgeable and empowered end-consumer. The
new trend sweeping the funeral services market is that of pre-
planning, people are starting to realize that as with everything else,
prices are moving higher on a regular basis. Many individuals
realize by pre-planing know they are relieving the burden from
family members and also taking advantages of saving money by
planning theirs and their spouse at the same time.
II-Company Description
Eternal Life Casket Company (ELCC) is located in Orlando,
Florida. ELCC is a very reputable funeral casket manufacturer
with a large product line to meet the needs of their diverse clientele
and these caskets are available through most funeral home service
providers. Eternal Life Casket Company understands whether you
are planning for a loved one or yourself the casket selection reflects
the personality, tastes and a final tribute making this a very personal
Mission- To turn Eternal Life Casket Company into a household
name by building up a strong client base combined with selected

advertising mediums enabling us to reach our target market both
effectively and efficiently. To create and maintain the public image
of a caring compassionate company who not just another business,
rather neighbor and a contributing member of the community giving
back to the communities we serve. At this point our main
competition is the Batesville Casket Corporation. Currently there
are few to no casket companies advertise to the general public
giving us a clutter free communication environment to market our
product inn.
III-Product Information
With casket cost averaging between $2,700 and $3500 we have
created for the market a newly designed casket by combining all of
the most popular casket choices and options thus creating a high
end casket, offering an exceptional value to the consumer. At a
cost of $6,000 this casket comes with silk lining, vermetically
sealed chamber (airtight), a steel shell, handles and a wooded
exterior. The choice available are the type of wood, Maple, Cherry,
Mahogany and Oak. The only other option to be chosen is either
brass or stainless steel handles. These choices are included in the
price making this an excellent choice. By creating this casket we
have designed a new product in the infancy stage of the product

life cycle.

IV-Target Market

Our target market includes people 45 years of age and older with
a household income of $50,000 dollars or greater. It is important
to note that the baby boomer generation has transformed every
industry as they have gone through mainly due to the large size of
their population. We will be marketing this product throughout
the Southeast region of the United States to begin. This product
and advertising campaign is economically viable through out the
U.S. with little modifications as long as the region the criteria of
our target market.
The demographics for the Southeast U.S. are ideal for this
campaign since the age group 45 years and older represent 58% of the
population. Broken down into gender this region consists of 53% female
and 47% male.
Lifestyle: Higher income earners tend to be more organize and meticulous
Religious Beliefs: This could result in clientele whom would spend above
the average.
Positioning by price/quality:
This product will be positioned within higher end price levels and targeted
to people who are willing to spend higher dollar values on their loved ones
funeral casket. These individuals are also looking for a product of higher
quality; increase their value for the dollars being spent.

Positioning by cultural symbols:
Another factor in the purchase and amount spent on a casket would be
ones religious beliefs and other cultural assimilation.
This product does not require repositioning because of poor performance
malice. This repositioning is more a mental one. Since the topic is no
longer taboo more people, including the elderly, are more comfortable
discussing the topic along with the numerous benefits of prepaying
funeral products and services. In addition to the savings that can be
accomplished and that knowing their loved ones will not put into undue
emotional conflict.

V-Advertising Objectives
Educating the consumer builds a strong sense of caring, trust and
compassion simultaneously increasing product knowledge, brand
recognition at the same time showing these future customers the
advantages of pre-planning and by combining all these factors together will
create this brand into