10 step marketing plan draft
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10 step marketing plan draft 10 step marketing plan draft Presentation Transcript

  • FAIRTEX 10 Step Marketing Plan Edgardo Mamuyac JR Febuary 2011
  • 5 Steps for Part 1 (PTM and Positioning)
    • Fairtex PTM is active people who enjoy high quality sporting goods, especially gloves
    • Who wanted high performance and affordable
    • Everlast, Twins, Cleto Reyes, Kings
    • Gap is focused on gear for boxing, muay thai
    • Market size is__________
  • 5 Steps for Part 2 (Market Mix & Strategy)
    • 6. Sports apparel (gloves) comes in different sizes from 10-16 oz.
    • Based on the basis of premium segment as target customers
    • Sponsorships from champion fighters
    • Distributed Worldwide
    • Niche Market Opportunity
  • 1. PTM
    • Demographics ( 17 years old and above, M/F, social class A B C, single/married)
    • Lifestyle (Athletic into physical sports)
    • Behavior (Train at least 3-5 times a week)
  • 2. Needs Wants Demands
    • Fighters need to be secure and protected and as well to boost their self esteem
    • Fighters prefer Fairtex rather than any brand because of its quality, durability, good reputation and price
    • Fighters expect to perform their power at their best
  • 3. Competitors
    • Direct: Everlast, Twins, Cleto Reyes, Kings
    • Indirect: Other athletic apparels for boxing, Addidas, Nike
    • Variables: Age, Price Lifestyle, Brand, Availability
  • 4. Niche Market Opportunity
      • Fairtex is the brand
      • Champion Fighters use (mostly Asians)
      • Youth who leads to “active” lifestyle
      • Promises to improve performance
      • Offers new style
  • 5. Market size
  • 6. Product
    • Fairtex sells combat sport apparel such as gloves for boxing
    • Different kinds of colors, designs and sizes for gloves
      • Colors - from black to white
      • Designs – plain to printed images
      • Sizes – 10-16 oz
  • 7. Price
      • Fairtex and Twins have roughly same price
    • Fairtex fitness gloves - $54.95
    • Fairtex universal bag gloves - $59.95
    • Fairtex ultimate MMA gloves - $69.95
    • Fairtex MMA sparring gloves - $69.95
    • Fairtex training gloves - $89.95
  • 8. Promotion
    • Sales promotion (Fairtex Promotions)
    • Media Market (sports channel such as ESPN2)
    • Direct Marketing
    • Word of mouth
  • 9. Place
      • Fairtex is distributed nationwide
      • Malls (sports stores such as Tobys)
      • Training gyms (Elorde Gym)
      • Online stores
      • Outlets (K1 store)
  • 10. Winning Strategy
    • Fairtex main strategy is to dominate the niche market ___________
    • It benefits from the distribution leverage of __________
    • Quality and premium product distribution worldwide