Presentacion final promo
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The document discusses a marketing plan for a new body spray called "El". It aims to target young professional men aged 20-28 by positioning the product as sophisticated, elegant, and confidence-boosting. The plan outlines strategies for branding, pricing, distribution, advertising, public relations, and sales promotion to establish El as superior to competitors like Axe and Tag. The goals are to grow the company's production and sales, become a top body spray brand in California, expand internationally, and crack the top five body sprays in America.
Presentacion final promo
- 1. ¡°¸é±ð²õ³Ü±ô³Ù²õ Outclass the Rest¡± Karina Ocasio Laureano 11 0ctubre 2012 Global Marketing
- 2. Why ¡°El¡± as a brand name? ? The word El comes from a root word meaning "might, strength, power" and probably derives from the Ugarit term for god.
- 3. What is ¡°El: Body Spray¡±? ? Is a body spray for young adults that give the appearance of security and maturity. ? The product exceeds the quality and prestige of our competitors. ? The product has a unique fragrance that embodies: professionalism, maturity, sophistication, elegance and gives a boost of self esteem.
- 5. Target Market ? Male ? Young adults between the age of 20 to 28. ? People looking to separate from the ordinary and looking for a more professional and elegant essence.
- 6. Product Benefits ? Psychological Benefits (Image) ? Quality ? Style and Design ? Brand ? Consumer Satisfaction
- 7. Competitive Analysis Brands Pricing ? TAG ? ? AXE ? $4.99 ¨C 7.99 ? BOD ? Other similar products
- 8. IMC Plan
- 9. Branding ? EL: body spray ? Salience: Empowering Elegance Sophistication
- 10. Branding ? Benefits: Long Lasting Daily Usage Nice Essence Affordable Pricing Eco-Friendly
- 11. Consumer ? The consumer is going to buy a quality product at an affordable price. ? After usage he will feel more elegant and desirable.
- 12. Product ? EL: Invoke (5.0 oz.) ? EL: Sonata (5.0 oz.) ? EL: Paragon (5.0 oz.) ? EL: Within (5.0 oz)
- 13. Pricing ? EL: Body Spray ? Bod: Body Spray (8.0oz.) (5.0oz.)....¡¡¡ $6.49 $7.99 Distribution/ Production - - -$1.49 ? AXE: Body Spray (4.0 oz.) Profit per Unit (Producer) - -$2.50 $5.49 Profit per Unit (Distributor) - $2.00 ? TAG: Body Spray (3.5 oz.) $4.99
- 14. Advertising ? Goals: ? EL: Body Spray becoming the face of body spray ? Creating an image of: Sophistication, Excellence, Quality and Superiority. ? Providing competitive pricing
- 15. Advertising ? Media Selection ? Magazine ? Television ? ESPN Magazine ? MTV/VH1 ? Fox Sport Magazine ? TNT/ESPN/ABC/FOX ? Golf Tips Magazine. ? Internet Add ? Fitness magazines: ? Men Health Magazine ? Myspace/Facebook ? Men Fitness Magazine ? Twitter/ Instagram ? Yahoo/Google/MSN
- 16. Direct Marketing ? Internet ? Amazon ? Target
- 17. Public Relations ? Goals ? Maintaining and Protecting Brand Reputation and Ideal (Empowering, Sophistication and Elegance) ? Creating Positive Image Building Activities ? Damage Control Plan
- 18. Sales Promotion ? Sampling Booth ? Giving away free samplers
- 19. Table of expectation 1. Enlarge our company in production and sale. 2. Be one of the tops body spray in the State California. 3. Make sales deals with international companies like Wal-Mart, K- mart, Walgreens and other. 4. Expand our line of products such like body wash, shampoo and others. 5. Be in the top five body spray in America.