Embed Size (px)
DESCRIPTION
a launch plan of shoe cleaning mousse for studying
Citation preview
WHITE PLUSLaunch Plan
Executive Summary
WHITE sports footwear for casual or leisure purposes e.g. Nike Air Force, Converse. People pursue PURE WHITE of footwear more than before.
Problem: NO cleaning product especially for white shoes
Solution: WHITE PLUS SHOE CLEANING MOUSSE
Table of Contents
Executive SummaryThe Product Target Market Key Benefits Objectives Current Advertising Distribution Channels
CompetitorBarriers to entryProduct Launch Product Launch Timeline Other Promotional ideas
BudgetControlKey Contact
The Product
WHITE PLUSShoe Cleaning Mousse
Shoe cleaning and dressing product for white shoes
Effectiveness!
Easy to use!
Economize on water and your time!
Target Market
Sneaker lovers and collectors Sportsmen Households
Aged range:18-55 Household income below HK$1,000,000 Education attainment: upper secondary(form 4 or above)
Key Benefits
Effective
Easy
Economize
Customersolution
Convenience
Customercost
Buyer’s concernsKey benefits
Objectives
Increase sales by providing superior customer valueImprove product awarenessEnhance customer satisfaction and loyaltyBecome market share leader of shoe cleaning product
Current Advertising
Celebrity media recommendation
Website and online shopFacebook fanpage
TV show
Magazine
Distribution Channels
Competitor
Barriers to entry
Possible barriers to entry should be considered:
strong loyalty of competitors will make it difficult for customers to try new products of other brands.
Insufficient demand from target market
Insufficient marketing funds may make it difficult to penetrate the market as far and as deeply as desired
Product Launch
Product Launch Timeline
ProductDevelopment
Launch
Product descriptions and portfolioProduct fact sheetTargeting and PositioningUsage testCompetitor analysis
Distribution strategyPricingPromotion strategyWeb designMobile app design
Sample preparationPresentation(PPT)Social media set upE-newsletter designDirect mail designPrint designRadio advertising planPromotion videoManpower allocation of promotion events
Press releaseSample deliver to channel buyers and target mediaSale guideSale trainingPromotion and sale kitProduct in inventory
Launch event/grand openingSpeaking engagementEmail announcementPR and eventsRadio commercialWeb updateSocial media updateSEO
1 week2 weeks1 month2 months3 months
Other Promotional ideas
Partner with sports accessories brands Distribute free gifts or coupons to customers Held campaigns on social media Offer for free gifts after customers register on the official website as membership Extend further promotional offers via email Sponsor events that takes place to correspond with the brand and product
Budget
Control
The following can be used as measures to evaluate the success of the White Plus shoe cleaning mousse rollout:
Local media coverage Sales summary and analysis Sales survey Number of customers attending promotion events Traffic rate of social media and website Email marketing analysis(delivery rate, click-to-deliver rate, open rate, bounce rate, profitability) Direct mail analysis Customer feedback
