Baighlen & Co. GridIron Hoods Marketing Plan

Baighlen & Co. GridIron Hoods Yajing Zhu, Wanting Liu, Jingtao Ji, Wan Xu Apr.28 2009

Contents ,[object Object],[object Object],[object Object],[object Object]

Strategic Market Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Target Segment and Value Proposition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Mix-Brand Promotion Brand Price Place Market Mix Analysis

Brand Pyramid ,[object Object],[object Object],[object Object],Training Sports Events Passion and Confidence Self-expression Model 1 Basic Characteristics 2 Benefits 3 Psychological or Emotional Rewards 4 Core Values 5 Brand’s Personality

Communication Objective ,[object Object],[object Object],[object Object]

E-MARKPLAN ,[object Object],[object Object],[object Object]

Facebook Gift Shop ,[object Object],[object Object],[object Object],“ Baighlen & Co”. “ Baighlen & Co.” “ Baighlen & Co.”

Keywords ,[object Object],[object Object],[object Object],[object Object],[object Object]

Price ,[object Object],[object Object]

Place ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5 Local Stores Return Policies Spartan Bookstore ,[object Object],[object Object],Student Bookstore ( Same above ) Ned’s Bookstore ,[object Object],[object Object],College Store ( Same Above ) Matthews STAT Medical Bookstore ( Same Above)

Place 5 Online Stores Service Benefits MSU Intercollegiate Athletics ,[object Object],[object Object],Big Ten Conference ( Same above) MSU Bookstore ,[object Object],[object Object],MSU Campus pick up your online order at the stores MSU Forest Akers Golf Course No special feature

Place ,[object Object],[object Object],[object Object],5 Online Stores Image Benefits MSU Intercollegiate Athletics ,[object Object],[object Object],[object Object],Big Ten Conference Spartan Spirit MSU Bookstore Spartan Spirit MSU Campus Spartan Spirit MSU Forest Akers Golf Course Golf focus

Place ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Store Name Unit Percentage Spartan Bookstore 30% Student Bookstore 30% The College Store 10% Matthews STAT Medical Bookstore 10% Ned’s Bookstore 10% MSU Intercollegiate Athletics 10%

Financial Statement Performance GridIron Brands’ Forecasted Performance 2009 2010 2011 Unit volume sold (sweatshirts, t-shirts, hats) 500/500/100 625/625/125 782/782/156 Average retail price 50/16.99/12.99 50/16.99/12.99 50/16.99/12.99 Average selling price 25/8.495/6.495 25/8.495/6.495 25/8.495/6.495 Channel discount 10% 10% 10% Net selling price 22.5/7.6455/5.8455 22.5/7.6455/5.8455 22.5/7.6455/5.8455 Sales revenue 31314 39142.5 48928.1 Percent margin 25% 25% 25% Gross profit 7828.5 9785.6 12232.0 Marketing expenses 4000 4000 4000 Net Marketing Contribution 3828.5 5785.6 8232.0 Profitability Metrics Marketing Return on Sales 12.2% 14.8% 16.8% Marketing Return on Investment 95.7% 144.6% 205.8%

Baighlen & Co. GridIron Hoods Marketing Plan

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