Everlast Marketing Plan
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This document discusses marketing strategies for the Everlast brand in two different markets - the American market and the Chinese market. For the American market, it recommends focusing on the 18-34 male demographic and positioning Everlast as "the trainer in the fight against working out". For the Chinese market, it recommends reaching consumers through cultural relevance of fighting-related sports rather than their athletic aspects, and positioning Everlast as "the warrior's athletic apparel". Key metrics for each market are also listed.
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Everlast Marketing Plan
- 1. Ari “The Hebrew Hurt” Ratner Dave “The Silent Assassin” Treston Nick “The Raging Rabbi” Kaplan Jillian “The Wisco Wolf” Dresser
- 2. BOXING TODAY
- 7. COMPETITION Sport specific General Mass Market Niche
- 8. COMPETITION Sport specific General Mass Market Niche
- 10. Technical Emotional CULTURAL RELEVANCE
- 11. THE MARKETS
- 13. TARGET AUDIENCE
- 15. FIGHT CARD
- 16. BRAND ESSENCE
- 20. CREATIVE
- 36. MEDIA $7,978,288 TOTAL $100,000 Stickers $375,000 Retail $100,000 Website $720,000 Direct Mail $200,000 Online Search $1,815,000 Online $4,668,288 Print
- 37. THE MARKETS
- 44. BOXING IS THE AMERICAN MARTIAL ART