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10 step marketing plan fairtex jr mamuyac

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  • 1. 10 STEP Marketing Plan for (FAIRTEX gloves) Edgardo Mamuyac JR February 2011 http://jr-mamuyac.blogspot.com/
  • 2.
    • This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria ’s AGSB marketing management class.
    • The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.
    • When appropriate, data are “masked” so as not to create unexpected conflicts.
    • The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.
    Disclaimer http://jr-mamuyac.blogspot.com/
  • 3.
    • Fairtex PTM is active people who enjoy high quality sporting goods, especially gloves
    • Who wanted high performance and affordable
    • Everlast, Twins, Cleto Reyes, King
    • Gap is focused on gear for boxing and other physical contact sports
    • Market: Be Inspired
    Steps 1 to 5 PTM and market http://jr-mamuyac.blogspot.com/
  • 4.
    • 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
    Steps 6 to 10 Marketing mix & strategy http://jr-mamuyac.blogspot.com/
  • 5. Positioning to the Primary Target Market Part 1: Steps 1-5 http://jr-mamuyac.blogspot.com/
  • 6. 1. Fairtex primary target
    • 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)
    http://jr-mamuyac.blogspot.com/
  • 7. Describe your PTM needs Reference: Maslow ’s Hierarcy of Needs Marketing Management, 11 th ed, Philip Kotler I am active! I am a winner! I would not get push around http://jr-mamuyac.blogspot.com/
  • 8. 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
    http://jr-mamuyac.blogspot.com/
  • 9. 3a. Competitors
    • Direct: Everlast, Twins, Cleto Reyes, King
    • Indirect: Other athletic apparels for boxing, Addidas, Nike
    • Variables: Age, Price Lifestyle, Brand, Availability
    http://jr-mamuyac.blogspot.com/
  • 10. Example of a 2x2 competitive position map for gloves Fairtex Everlast Cleto Reyes Twins Price vs. Age Matrix King http://jr-mamuyac.blogspot.com/ Price/ Age Matrix 0-13 yrs 13-24 yrs 25-49 yrs 50yrs up High price Low Price
  • 11. 4. Niche Market Opportunities
      • Fairtex is the brand
      • Champion Fighters use
      • Youth who leads to “active” lifestyle
      • Promises to improve performance
      • Offers new style
    http://jr-mamuyac.blogspot.com/
  • 12. 5. Market
    • Fairtex Equipment Company Limited became the Fairtex Worldwide Headquarters, fully staffed with design, manufacturing and marketing teams to support Fairtex equipment customers worldwide.  Fairtex easily broke into European market starting with United Kingdom.
    • Fairtex has become one of the hottest brands in the combat sports equipment industry with over 25 distributors worldwide
    http://jr-mamuyac.blogspot.com/
  • 13. The Marketing Mix Strategy Part 2: Steps 6-10 http://jr-mamuyac.blogspot.com/
  • 14. 6a. Fairtex gloves vs. other brands http://jr-mamuyac.blogspot.com/
  • 15. 6b. Product Description
    • 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
    http://jr-mamuyac.blogspot.com/
  • 16. 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
    http://jr-mamuyac.blogspot.com/
  • 17. 8a. Modes does this product use http://jr-mamuyac.blogspot.com/ 2 3 1
  • 18. 8a. Your products Promotions
    • Sales promotion (Fairtex Promotions)
    • Media Market (sports channel such as ESPN2)
    • Direct Marketing
    • Word of mouth
    http://jr-mamuyac.blogspot.com/
  • 19. 8a. Samples of Promo http://jr-mamuyac.blogspot.com/
  • 20. 8b. Competitor promo
    • Samples
    http://jr-mamuyac.blogspot.com/
  • 21. 9. Place
      • Fairtex is distributed nationwide
      • Malls (sports stores such as Tobys)
      • Training gyms (Elorde Gym)
      • Online stores
      • Outlets (K1 store)
    http://jr-mamuyac.blogspot.com/
  • 22. 10. Winning strategy?
    • Fairtex main strategy is to dominate the niche market 18-30 years old who lead an active lifestyle
    • Quality and premium product distribution worldwide
    http://jr-mamuyac.blogspot.com/
  • 23. SUMMARY http://jr-mamuyac.blogspot.com/
  • 24.
    • Fairtex PTM is active people who enjoy high quality sporting goods, especially gloves
    • Who wanted high performance and affordable
    • Everlast, Twins, Cleto Reyes, King
    • Gap is focused on gear for boxing and other physical contact sports
    • Market: Be inspired
    Steps 1 to 5 PTM and market http://jr-mamuyac.blogspot.com/
  • 25.
    • 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
    Steps 6 to 10 Marketing mix & strategy http://jr-mamuyac.blogspot.com/
  • 26. 10 STEP Marketing Plan for (FAIRTEX gloves) Edgardo Mamuyac JR February 2011 http://jr-mamuyac.blogspot.com/