footmax.docx
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footmax
MarketingPlan
ChristineChan
CzarinaLai
DebbyLai
PercyTse
May.16,01
FootMaxCompany–MaximizeYourStrength
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A.AboutUs
Establishedin1973,FootMaxisaHongKongbasedOEMsportshoecompany.Atthebeginning,weprovidedfurtherprocessingserviceofqualityshoesforvariousbrands.OurheadquarterislocatedinHongKongwhereasownfactoryislocatedinChina.
WithISO9002qualityassuranceandsolidexperience,westartedtocreateourownbrand“FootMax”in1996.Wehavesetupatotalof8FootMaxSpecialtyStores,5inHongKongand3inoverseasincluding:
Taiwan,KoreaandSingapore.WealsoconsignourqualityproductstocertainretailstoresforsalebothlocallyandinS.E.Asia.
B.OurGoal–MarketShare
In1996,ourmarketshareinthesportshoeindustrywasonly1%.However,withthegreateffortofourmanagementandthesupportofourcustomers,wehaveagreatexpansioninourbusiness.Wethereforeobtained%ofthemarketsharein2000.
For2001,ourgoalistoreach%ofthemarketshare.
Toachievethegoal,wewillpreparetolaunchaseriesofmarketingstrategiesonbothonlineandoffline.
C.OurMission
1.Toprovideanultimatefootwearforourcustomers
2.Toprovidequalityproducts
3.Toprovidequalityafter-salesservices
D.OurTargetMarket
Ourtargetmarketwillbeagroupofteenagersandyouthswithanagefrom16–25.
Thereasonsforustochoosethemasourtargetaudiencesare:
1.Theyhavehighpurchasingpower.
2.Theyarehighrateinonlinevisit.
3.Theyarecreative,fashionableandenergetic.
4.Theywanttobedifferentandunique.
5.Theyarewillingtotryandacceptnewthings.
E.OurMarketingPlan
OurmarketingplanwillbeimplementedinJuly2001withvariousonlineandofflinepromotionalprograms.
Forthefirstcoming3years,wewillmainlyfocusonourHongKongmarketfirstandseekforfurtherbusinessexpansionacrossS.E.Asiacountries.Withthissteppingstone,FootMaxcanthereforeexpandthebusinessallovertheworld.
F.Product
Howourproductsfulfilltheneedsofourtargetaudiences:
Inordertocaterfortheneedsofourtargetaudiences,ourproductsaredesignedtobestylishandsmart.TheimageofFootMaxiscreative,trendyandcheerful.Withyearsofexperience,weunderstandthedesiresofourcustomers.Theydonotonlywanttohaveapairofcomfortableanddurablefootwear,butalsoapairofshoesthatshowtheirowncharacters.
Onlineshowroomandworkshopwillprovideourcustomersaplacewheretheycancreatetheirownpairofshoeswiththeirownidentity.Thisperfectlysuitstheneedsofourtargetaudiences.Wearousetheattentionofteenagersandyouthaboutuniquenessbyprovidingthemtheopportunityinputtingeverybody’sowncreativityontheshoes.Ouronlineworkshopwillofferflexibilityforthosewhoalwayswantstobedifferent.
Whatwehaveinphysicalstoresandon-onlinewebsite:
Wehavekindsofreadymaderunningshoes,hikingshoes,walkingshoes,casualsandalsandmanyotherqualityfootwearinFootMaxSpecialtyStores,specificretailstoresandonlinecatalogue.
ForOfflineshopping:
Inourspecialtystores,experiencedstaffsarepleasedtoofferyouwithprofessionalsuggestionsandservices.Wehavewell-designedpatternsandstyleswhicharesuitableforourcustomerstomatchwithkindsofoutfit.
ForOnlineshopping:
Sinceourtargetmarketisagroupofpeoplewhoarefashionable,instyleandalwayssurfoninternet,FootMaxisnowabletoprovidethemwithallthesefulfillmentbygivingthemapairofuniquesportshoeswithourworkshop.Whattheyhavetodoisjustsimplysurfonourwebsite,clickonwhattheylike,thensitbackandwaitforourpromptdelivery.
Forthosewhowouldliketopurchaseourproductsonline,willguideourcustomersstepbystepwithourrepresentative–Mr.FootMax.Onourwebsite,differentproductsaregroupedundervariouscategories.Prices,materials,descriptions,choicesofdifferentsizes,colors,patterns,careinstructionsandetc.willbelistedclearlybelow.
Otherthanouruserfriendlyfunctionsandinformativematerials,whichmakesusstandoutfromothercompetitors?
Customizationwithpersonalidentityisouruniqueness.Customerswillonlyhavetoselecttherightcategoriesandpickthesportshoesthattheywantwiththerightgender,thenitistimeforthemtositbackanddesign.Itissomuchfunforthemtogetinvolvedinthedesigningprocess.
Stepsareeasytofollow:
Step1
SelecttheBackBasecolor
Step2
SelecttheFrontBasecolor
Step3
SelecttheMidsolecolor
Step4
SelecttheAccentcolor
Step5
SelectIDandIDverification
Providesourcustomerswitha10digitcharacterspersonalID
Step6
Inspection
Afterchoosingthefavoritecolorfortheshoes,ourcustomersareabletovieweverypartsoftheshoefromdifferentangleswithzoominandoutfunctions.
Step7
Choosethesize
Aftertheinspectionoftheshoe,customercanthereforechoosetheirsizeswiththeuseofourfootchart.Tomaketheshoefitourcustomers’foot,wewillneedthemtofillinthefootchartwithaccuratemeasurementandsubmit.Withdifferentformulas,wewillshowourcustomerstherecommendedsizethatfitsthemmost.
Howandwhywecareourcustomers:
Afterourcustomerslogineverytime,wecansavetheirsizeinformationandpreferenceintheironlineprofile.Wecanthereforeusethatinformationtorecommendthesizethatfitsthem.Wecareourcustomerssoitimportanttogivethemtailor-madeservicesastoestablishacloserrelationshipbetweenus.
G.Prices
Howweofferreasonablepriceswithhigh-qualityshoes:
Ourtargetaudienceisteenagersandyouthfrom16–25,agroupofpeoplewhohaveaveryhighpurchasingpower.Theyhavetheirownworldwithabundantofcreativeideasandwelcomenewthings.Theyarewillingtotryanythingspecialandmakethemselveslookdifferent.Ourpricesaredividedintoin2maingroups.
∙Ready-madesportshoedisplayedinFootMaxSpecialtyStores,retailstoresoronline.ItcostsaroundHK$180–250dependsonvariousstyles.
∙Foronlinecustomizedsportshoes,wehavebasicpackageandadd-onpackage.
1.BasicPackage:
Selectcolorsinthecolorplateweprovidedwith1identity.ItcostsaroundHK$300.
2.Add-onPackage:
Ontopofthebasicpackage,customershavemorespecialfeaturestochoosefromsuchasadd-onembroidery,badgesorlabels.ThepriceforthispackagecostsaroundHK$500.
Ifthepurchaseismadeonline,ourcustomerscaneitherspotalocation(Differentspecificlocationswillbelistedonthewebsitetoourcustomerforreference)andpickuptheirshoesinperson.Inthiscase,nohandlingfeeswillbecharged.
However,ifthecustomersarenotabletopickuptheirshoesinperson,wewilldelivertheshoestowherevertheywantbyUPSWorldwideExpressSM.HK$300handlingfeewillbechargedtooverseascustomersontopofthepricevalueontothecreditcard.Forlocalcustomers$150handlingfeewillbecharged.
H.Place
Whywehavedifferentlocations:
Otherthanourcheerfulandhelpfulstaffsinstoreindifferentphysicallocations,Ourcustomersnowadayscansurfonourwebsite,toenjoytheflexibilityandconvenienceinshoppingtheirfootwear.OurtargetcustomerisagroupofpeoplewithhighaccessibilitytoInternetsotheyareabletoshopwheneverandwherevertheywant.
Wewouldliketoincreasetheawarenessofourproductsacrosscountriesbytheoverseaslocations,andatthesametimetoseeifwehavethesametargetaudienceasinHongKong.WewouldalsousetheSEAsiamarketasasteppingstonetoourinternationalmarket.Bycollectingthesalesstatisticsandresearchdata,wecanthereforeanalyzethemarketpenetrationofourproductsandthepurchasingpowerofthosecustomersinothercountries.
Aswehavementionedbefore,ourshoescanbefoundinbothlocalandoverseasFootMaxSpecialtyStoresandretailstores.
CustomerscaneitherpurchaseourshoesinourFootMaxSpecialtyStoresandotherretailstoresorthroughouronlinewebsite.
∙InPerson:
Customerscanvisitourstoresinpersonandtryonoursportshoes.
∙OnlineShopping:
Customerscanalsoorderourshoesthroughourwebsite.Theycaneitherpickuptheshoesinpersonorpayforthehandlingfeesandletusdelivertheshoestotheirdoor.
Howonlineshoppingbenefitsourtargetcustomers:
SinceourtargetcustomersarehighlyaccessibletoInternet,theywillenjoytheflexibilityandthereisnomoretimeorgeographiclimitations.Itisconvenientsincecustomersdonothavetobephysicallyinstoresbuttheycanstillpurchaseourlatestarrivalsthroughourwebsiteandenjoypromptdelivery.
I.Promotion
Themainpurposeofourmarketingplanistoachievethefollowinggoals:
●CustomerAcquisition:
Toacquireourcustomersinthemostefficientway.
●CustomerRetention:
Tokeepourcustomersforaslongaspossible.
●CustomerExtension:
Toincreasetheloyaltyandtheprofitabilityofourcustomers.
Inordertoachievetheabovegoals,wehavethreemarketingstrategies:
OnlinePromotion
1.CommunityBuilding
Itisatwo-waycommunication,whichgivespeopleameansofinteractionandconnection,providesadditionalinformation,toremindmembersofupcomingevents,soastopromoteasenseofgroupidentificationtocustomers.
Howtobuild-upourcommunity:
a.ByMembershipRegistration
Throughthesignup,customerscanbebenefitedasfollows:
•AccesstoFootMaxProductExclusives&Promotions.Theycanbethefirsttoknowaboutupcomingproducts,specialeventsofFootMax.
•QuickandEasyOrderPlacement.Theycanenjoyaconvenientonlin