Marketing Plan for
Dry Syte Wiper Blades for Semis
MKT/421

Marketing Plan for Dry Syte Wiper Blades for Semis

Organizational Overview Dry Syte was started in 2014 by former commodity relocator’s, also known as semi drivers. The focus of the company is to provide quality yet affordable products. The products we specialize in are for the sole purpose of keeping the windows and mirrors clean and clear for those that drive 18 wheelers. Until now, side view mirror wipers for semis has been non-existent. The product is designed to meet the need of the drivers with the specific truck he or she is driving. Though the concept is the same for all wipers, these wipers are customized to each truck.
Product Description A standard size blade will not work with side view mirrors on semi truck because there is a long mirror and then a smaller round one. Most side view mirrors are 8 inches wide and 20 inches tall so the wipers will be 6 inches wide and 17 inches tall. This size will accomplish the end result of clearing the part of a mirror needed for proper viewing.

Since the invention of the first windshield wipers in 1903 by J.H. Apjohn, the materials have changed significantly. Those first wipers were actually brushes and the sweeping arm that was used was created by Mary Anderson and became patented in 1905 becoming a standard part of automobiles in 1913. These first blades were for automobiles only, semi trucks have been overlooked until now. In 1905, rubber blades replaced the brushes and with other improvements, this solved the issue of rain drenched windows
S.W.O.T Analysis

S.W.O.T. is an acronym that stands for strengths, weaknesses, opportunities, and threats. A SWOT analysis is an organized list of Dry Syte’s strengths, weaknesses, opportunities and threats. The SWOT analysis for Dry Syte shows the strength, weaknesses, opportunities, and threats. There is little to no know competition in the side-view mirror wiper business. Therefore, it gives Dry Syte a huge boost in possible sales with no competition. Another strength is that there is an actual need for this product in the trucking industry. The weakness for the company would be getting……The opportunity for the company would the potential in getting the product to move globally. The opportunity could also mean that some cars owners would also eventually like the addition. Which could result in a very large profit for the company. A threat would be other highly know wiper companies joining in on the side-view mirror wiper venture. * Strengths-Dry Syte is a company that is very compassionate about their products. Dry Syte biggest strength is the ability to reach many truck drivers and truck owners to market and sell wipers to. * Weaknesses-Being able to reach many more truck drivers and owners. * Opportunities-To be able to reach so many different truck drivers and owners of trucking companies. * Threats-There are many threats with Dry Syte and its wiper blades. There are many different companies that sell wiper blades. Breaking that barrier to reach the top is difficult with these threats.
Competitor Analysis
After much research, it was determined that there is a need for wiper blades for side mirrors on a semi. Being able to see from the side mirrors is very important to any driver of any vehicle and since a semi does not have a rearview mirror, they depend solely on the side mirrors to assist in navigating, especially when backing up. Not being able to use the side mirrors, for a truck, is very dangerous so lessoning the inability to see when there is rain or snow is of major importance. The truck driver’s inability or blocked view is also a danger to other drivers on the roads. These particular wipers will be an asset when there is a snow or rain storm to everyone on the road for the reasons previously mentioned. The need that will drive the purchase is having the ability to see the road which will help in lessoning the possibility of not missing a deadline.
The products being sold by Dry Syte are wiper blades with the current focus on wiper blades for side view mirrors on semis. Wiper blades is in the custom accessories category and are custom made wiper blades. These wipers are made specifically for the brand of truck that it is needed for. The wipers are designed to meet the needs of the individual driver as too how they want the wipers to fit. For example, a driver might need the wiper to clear off a larger area of the mirror than another driver wishes to have cleared off. Also, trucks do not have the same size side mirrors and some drivers add extra mirrors on the sides to assist in the backing process. These are considered custom because the measuring is done for the specific truck and mirror it is to be used on.
Segmentation
Market segmentation provides businesses with the possibility of customizing a unique set of elements known as the 4P’s: product, price, place, and promotion for specific target markets. With Dry Syte, this allows them to satisfy their customers’ needs in a more effective way; through a value proposition that is potentially superior to that of any other competitor. The product will come in different sizes, and shapes to fit the needs of the customers. Specializing in width and length, with a special rubber rain proof wiper that can defeat any heavy rain and freezing snow, with a high end warranty to reassure the customer that the products stands for it- self.
Geographic: Dry Syte targets all areas that have snow in the winter as well as targeting areas that has lots of rain. This product will be used the most in these areas. Since truck driver’s travel all over the United States, it’s best to reach all geographic areas. More importantly we will attract more high risk climate areas; for example like Alaska or even Illinois where there is heavy snow.
Demographic: Dry Syte’s target age range is about 21 years old. This product does not have and specifics that they sell too. Dry Syte target’s male and female truck drivers, owners as well as business owners within the trucking industry. There is no income limit to purchase these products. We are very affordable because our goal is safety.
Psychographic: The psychographic way to market this product is buy showing potential buyers how safe this product is and to show how buying this product cuts downon traffic accidents. With accidents being in the rise, there is nothing better than having extra safety measures, especially corporations that give their employees their own trucks. Behavior Factors: Dry Syte’s behavior segmentation is to start targeting potential buyers during the winter months as well as during the rainy months. This is to potentially draw more buyers to buy wipers for their Semi trucks. The company will also focus on corporations, for example; Walmart, Sears, and other major companies that transport goods. Most major corporations have their own trucks and they provide their own equipment to their truck drivers. Our target market is truck drivers and truck owners from the age of 21 and up. As far as location, the initial pitch is for the United States. If we are able to have a great impact with the initial phase we are going to move the product to an international product. Although, if we have orders from overseas we will ship them for standard shipping rates. There is not a specific gender our product will be marketed to, we just want everyone to have dry windows to have the best site range available.
The Dry Syte wiper blade will be at an affordable price of $15.99 so that any income level can afford to buy them. The product is meant to serve anyone that is in the business of driving a semi that would like to have better visibility form their side mirrors. There is not a specific education level, marital status, or ethnic background that will be targeted in the sale of the product. The target market is truck drivers and owners of trucks, not trucks like Chevy, Ford, or Dodge but semis, of any background that want to have a top of line product to keep their windows dry and keep the drivers safe.
One of the biggest causes for our target market to purchase the product is the ability to safely see out of the side windows. It will help cut down the amount of accidents that drivers have because they couldn’t see through the side mirrors. During heavy rain and snow there has been an increase in the amount of drivers getting into accidents. Sometimes the accidents are life threating and it is the hope of Dry Syte that this product will have a tremendous impact in the reduction of fatal and non-fatal accidents. The product is like having a bonus safety feature added to your truck. All owners want their drivers and regular traffic to be safe and the actual drivers of the trucks want this same thing. The company has also been reviewing the possibility of a future expansion of the wipers to be extended to other vehicles that are having difficulties with visibility due to adverse weather.
Positioning Statement Dry Syte is a business that sells wiper blades for side mirrors that are to be placed on Semi trucks. The target market for this product is people that drive, own, and sell Semi trucks. These blades are specifically for Semi trucks because many truckers have a hard time seeing the road when there is rain or even snow. Dry Syte has created a very unique brand of wiper blades that help with this issue. Many truckers will be happy to have a pair of these to help them see better on the roads. Many truck drivers have to pull over when there is rain or snow because of an inability to see through the side mirrors. The wipers have been designed to reduce a good share of the build-up that occurs on the mirrors. This build up causes many drivers to have to pull over which can contribute to delays in shipments and missed deadlines.
In order to reach the target market, various forms of media will be used, such as radio, TV, Web ads, and print. Social media sites offer free advertising so more money can be put into the production side of the product instead of the advertising budget. This is a great way to reach our target market in a larger capacity than other modes of advertising. Creating a Twitter account or a Facebook page can prove to be helpful as well in regards to reaching Dry Syte's target market. A YouTube channel is also in the works to demonstrate the product and how it is used. Perhaps the best location or mode of advertising will be at truck stops and an offer of a free sample will be extended to drivers.
After much research, it was determined that there is a need for wiper blades for side mirrors on a semi. Being able to see from the side mirrors is very important to any driver of any vehicle and since a semi does not have a rearview mirror, they depend solely on the side mirrors to assist in navigating, especially when backing up. Not being able to use the side mirrors, for a truck, is very dangerous so lessoning the inability to see when there is rain or snow is of major importance. The truck driver’s inability or blocked view is also a danger to other drivers on the roads. These particular wipers will be an asset when there is a snow or rain storm to everyone on the road for the reasons previously mentioned. The need that will drive the purchase is having the ability to see the road which will help in lessoning the possibility of not missing a deadline.
The products being sold by Dry Syte are wiper blades with the current focus on wiper blades for side view mirrors on semis. Wiper blades is in the custom accessories category and are custom made wiper blades. These wipers are made specifically for the brand of truck that it is needed for. The wipers are designed to meet the needs of the individual driver as too how they want the wipers to fit. For example, a driver might need the wiper to clear off a larger area of the mirror than another driver wishes to have cleared off. Also, trucks do not have the same size side mirrors and some drivers add extra mirrors on the sides to assist in the backing process. These are considered custom because the measuring is done for the specific truck and mirror it is to be used on.
The needs of the target market were established by talking to many drivers of semis. Not all drivers will need the wiper blades because of the varying types of things drivers do. Some drivers see all types of weather conditions while some do not drive in areas that do not see snow at all. To select the target market, we surveyed individuals to see what they want in the product, what will help in adverse weather conditions, and financial possibilities. Marketing of the wipers is very simple. Every trucker makes a stop at a truck stop because that is where they refuel, a traditional filling station is not big enough for the large size of a tractor and trailer. For this reason alone, Dry Syte must visit as many trucks stops as possible to see talk with truckers to get answers to the questions mentioned above.
Targeting companies that actual design and build trucks and trailers is also very important. To target the needs of many truckers and designers, we can offer special promotions, such as discounts for multiple shipments, free samples, and specific colors should that be desired. Advertise monthly deals or discounts for shipments following an established route. Dry Syte could have its target range from facilities that store trucks, manufacturers of trucks, and owners of trucks.
Dry Syte’s competition in the manufacturing and creating of wiper blades is Trico, Premium, and Michelin, just to name a few. These companies have provided drivers with products to help them outsmart the elements in every aspect of wiper blades but the rearview mirrors on semis. Dry Syte will make available to drivers the wipers for the side view mirrors to aid in the truckers ability to have a better view so that they will be able to make it to their destination in a safe manner despite those nasty elements. Many times truckers have to pull over because they cannot see out of the side view mirrors due to rain and snow because there are not wipers on the mirrors like there is for the windshield.
Our organization is unique because our main focus is not the bottom line in reference to money, our goal is to be able to help truckers get to their destination in a safe manner with the products that many of us use in our everyday lives. Our company believes in this products and feels that it is a great asset in assisting with decreasing the stress caused to the driver and the receiving company because of a late shipment due to weather. When it comes to wiper blades for side mirrors, Dry Syte strives to be considered the best company out there. Stages of the product life cycle

The life cycle of any product is the time frame which an item is introduced to the public until it is no longer needed by consumers. The life cycle of a product is divided into four stages. The four stages are: Introduction Stage, Growth Stage, Maturity Stage and Decline. Dry Styte will continue to market its wipers through each of these stages to continue to bring the best product to it buyers. Introduction Stage: In this stage Dry Styte introduced the wipers for side mirrors that are to be placed on Semi trucks. The introduction stage is the most important stage because there is a lot of marketing that takes place. This is also when the public first sees the wipers and a lot of advertisement takes place. There have been a lot of radio ads as well as newspaper ads to get the word out about Dry Syte’s wiper. Dry Styte’s marketing teams has been out marketing this product to many trucking companies and truck drivers. The price point during the introduction stage was set to an amount that will be affordable to many companies and individuals.

Growth Stage: During this stage, the sales and the profits of the wipers began to rise. Many companies are realizing that this product is very valuable and it’s in high demand. The price point for this product during the growth stage will continue to stay the same because it’s affordable. Also during the growth stage, the product quality will remain the same because the price is affordable and we are still reaching out to many potential customers. Dry Styte is still trying to expand the wipers distribution so that we can sell many more products to truck drivers and owners.
Maturity Stage: During this stage many new products began to slow in production. This is due to many other companies creating products similar to what Dry Styte has already created. Dry Styte will continue to create the wipers and start marketing this product to stores in order to avoid the product phasing out. Dry Styte also plans to improve the product features for the wipers that will began to differentiate the product from other companies that try to mock its wipers.

Decline Stage: This is the decline stage. In this stage, many companies began to lose customers and the profits began to drop. Many businesses will go out of business because of the other companies re-created the same wipers that Dry Styte has already created. Dry Styte will continue to maintain the wipers and increase its sales by creating new uses for this product. Eventually we can begin selling this product to car dealerships and companies that use semi-trucks to transport their products around the production. This is due to many other companies creating products similar to what Dry Styte has already created. Dry Styte will continue to create the wipers and start marketing this product to stores in order to avoid the product phasing out. Dry Styte also plans to improve the product features for the wipers that will began to differentiate the product from other companies that try to mock its wipers.

Decline Stage: This is the decline stage. In this stage, many companies began to lose customers and the profits began to drop. Many businesses will go out of business because of the other companies re-created the same wipers that Dry Styte has already created. Dry Styte will continue to maintain the wipers and increase its sales by creating new uses for this product. Eventually we can begin selling this product to car dealerships and companies that use semi-trucks to transport their products around the world. This strategy will begin to boost the sales for Dry Styte and extend the life the product. (Dawe, 2014)
Marketing mix
The material that will be used is Neoprene. This is a synthetic type rubber compound that is made from a chroline derivative of acetylene. (Retrieved from Printersedge.com) There are other types of materials that can be used that are a bit less expensive; however, Neoprene offers better chemical and abrasion resistance. This is necessary because of the chemicals that are used on roads and with the various conditions semis are subjected to, it is essential to have a high quality wiper blade. Like all other wiper blades, galvanized materials will be used for the sweeping arms. The galvanized material will not rust because of the rust-o-leum type coating they will be covered in. The blade frame will be made from aluminum. This wiper blade will help decrease the accidents that semi drivers have due to an inability to see from the side view mirrors as a result of bad weather.
The type of packaging that we have chosen for our product, side mirror wipers, will serve the main purposes of packaging. The package has an important focus according to (Lorette, 2014). “Product packaging not only protects the product during transit from the manufacturer to the retailer, but it also prevents damage while the product sits on retail shelves”. The packaging will also need to have a little flare to it so that it will stand out from other items on the shelves. The product packaging will consist of a small reflective replica of a mirror with our product depicting what it does wiping the mirror. The name of our company will also be on it in big bold letters “Dry Syte”. This will let people know that Dry Syte is an emerging company with a creative and helpful product. It will be located by the wiper blades in the automotive department at stores. It will also be located at all major truck stops to purchase. All of these features are great things that will ensure that once purchased a person will have our product, it should be damage free and a solution to having impaired vision from their mirrors.

The packaging and pricing are two very important phases of launching a product. It helps the consumer decide if they really want or need to get the product. The packaging lures them in and the price effects their decision to get the product. The low price of $15.99 will give our potential customers an affordable product that will greatly benefit them. We will use skim pricing for our product because it is virtually a unique item that is being offered. This strategy consist of us setting the price initially high, to cover the cost of all the processes of the production of it like the advertising, production, and labor cost. After, we have a strong customer base we will lower the price to compete with others that try to enter into the same market as us. With this goal Dry Syte can maximize its profit until our goal is reached.
Budget
Control/monitor
April’s portion
ADVERTISING
Modes of advertising that will be utilized are internet, mailings, radio and television commercials, newspaper and printed advertising. Each mode will be directed specifically to manufacturers, repair shops, and owners and operators of semi trucks. Following is how each of these modes will be utilized. Internet Online advertising will be done for those that have subscribed to our website and mass emailing’s will be sent to our current customer base. We will also use search engine access. Mailings Mass mailings will be done to our current customer base that do not subscribe to our website. These mass mailings will include a brief description of the product and a coupon for a discount on the purchase of a new blade for the wipers. Radio/Television commercials Radio and television commercials will be created by our company. We will have current customers that have been selected to receive free wipers in the commercials. We will also include adverse weather conditions in the television advertisements to give a visual effect to why this product is essential. Newspaper/Print Coupons for free wiper blades, coupons for discounts on installation, and free estimate notices will be put into newspapers, paper flyers to be included in, for example, the Sunday paper’s.
PUBLIC RELATIONS One thing we do as a public relations tactic is to give free wipers to some current customers so we can use their input to improve or alter the current product. This will be quite beneficial as these are the individuals that will be using our product. A press release will be done announcing this new innovative product and the advantages to companies installing the wipers on their side view mirrors of semis.

Angels’ portion
Direct Marketing Direct marketing is sales method through which advertisers approach potential customers directly with products or services. The most common forms of direct marketing are telephone sales, coupons and brochures. The goal is to inform customers of products or services that they may need without waiting for customers to initiate contact. Dry Styte using direct marketing as a way of marketing its products to potential buyers. We seek out many customers by calling many trucking companies. This gives us the opportunity to speak to the owners of the company in order to get them to buy the wipers for their trucks. There are a lot of businesses that are unaware of our products and how they work. By calling these companies, we are able to explain to them how the wipers work. If the owners aren’t interested in the product, we can set up appointments for a demonstration. Another direct marketing tool is that we can send out coupons to many truck drivers and companies. This is a great way to market our product and it’s a great way to get the word out about Dry Styte. Sending out coupons allows us to expand and reach new customers. Also, this is a way to increase brand awareness as well as reward current customers for buying our products. Coupons are a great marketing tool. When a customer sees our coupons, this means that they would think about buying the product. Once the customers have the coupons, they usually research what the product is to see if it’s something that they would purchase. Many people that have these coupons tend to purchase the product and will continue to buy the wipers in the future. Passing out brochures is another amazing direct marketing tool. This shows potential clients what Dry Styte is all about. This allows clients to read about the wipers and to see how they work. Dry Styte uses all of these direct marketing tools to draw in potential customers.
Event Marketing Event marketing is a promotional strategy that involves face-to-face contact between companies and their customers at special events. Also event marketing is a new way to promote market or advertise many new products. There are various ways to encourage people to attend these events. These events include fundraisers, conventions is and festivals. Dry Styte had the opportunity to attend a convention for truck drivers. This event allows truck drivers and business owners to unite them together and bring public awareness and to promote products to them. Dry Styte attended this event and set up demonstrations about the wipers. Many owners weren’t convinced about the wipers because they believe there were not effective to the different climate changes. Dry Styte’s wipers are very effective and this convention was a success. Dry Styte was able to sell a lot of wiper to truck drivers and we were able to set up contracts with many business owners to purchase our products for their trucks. Dry Styte was able to link up with an organization that held a fundraiser. The organization raffled off tickets for a pair of wipers. The organization was able to raise a lot of money for their business and as a result Dry Styte was able to gain customers as well. This was a great marketing tool for Dry Styte because it allowed us to promote our wipers. Dry Styte was able to marketing wipers at a recent festival. There were hundreds of people in attendance which allowed us to be able to demonstrate our products. The festival was a great way to talk about our brand and to show potential clients how the wipers work. This was a success because there were many truck drivers that attended this event because it was located next to a busy highway. The key to pulling off an effective event marketing campaign is to identify the target audience and create an experience that remains in participants mind. Event marketing events allows opportunity to interact with the right demographic group of people especially prospective buyers.
Alex’s portion
Outdoor advertising is good for promoting your product. It is one of the oldest forms of advertising. Outdoor advertising has changed considerably in recent years. When it comes to outside advertising, people have boundless opportunities, regardless of the purpose, geographical boundaries or political issues. Creativity is not stifled, and the world is deep and varied. Outdoor advertising main purpose is to attract the attention of a large number of prospective consumers toward the product that is being promoted. Outdoor advertising can take several different forms. Posters, painted displays, electronic boards, travelling displays, sky writing, and sandwich board men are just a few forms that are used. Outdoor advertisement is effective in reaching audiences on the go with quick, eye-catching message. Transit vehicles take where they want to go: where they live, work, shop and play. Wherever those vehicles travel, advertising went along. They travel through busy downtown areas and are essential to reach major educational institutions, healthcare centers, financial institutions and entertainment Venuses.
The establishment of a proper means of distribution for the commodities, Coupled with a sufficient demand sustained through effective advertising, assures a community of a continuous and prosperous growth. Because this, further, results in regularity in the purchase of raw materials in other markets, it stabilizes employment in manufacturing and raw material
Industries. Stabilized or even production is followed by Lower prices or the maintenance of previous prices in the Face of increases in the cost of raw materials and in wages, which enables our domestic manufacturers to compete successfully in foreign markets. The offset to low labor cost in foreign centers of production is mass-production in this country, and mass-production is made possible only by mass-distribution and mass-sales realized through effective advertising.
Our outdoor advertisement will include a huge promotional display on the sides of all trucks distributing our product nationwide. We will also have huge billboards in 12 major cities along highways at the launch of our product. There will also be guys dressed in wiper blade costumes outside of truck stops across the U.S. for the first couple of months during the launch of the product. Picking these outdoor advertisements will give us lots of coverage in the larger areas. It will also give us a few good attention getters in the small markets as well.