This document outlines the launch plan for White Plus, a shoe cleaning mousse for white shoes. The product aims to provide an effective and easy-to-use solution for cleaning white shoes with less water and time. The target market is sneaker lovers and collectors aged 18-55 with a household income below HK$1,000,000. The objectives are to increase sales, improve awareness, enhance customer satisfaction and become the market share leader. The launch timeline includes product development, promotions, and sales starting from 1 week to 3 months after launch. Measures to evaluate success include media coverage, sales analysis, customer feedback and engagement on social media and website.

1. WHITE PLUS
Launch
Plan

2. Executive Summary
WHITE sports footwear for casual or leisure purposes
e.g. Nike Air Force, Converse. People pursue PURE
WHITE of footwear more than before.
Problem: NO cleaning product especially for white
shoes
Solution: WHITE PLUS
SHOE CLEANING MOUSSE

3. Table of Contents
Executive Summary
The Product
 Target Market
 Key Benefits
Objectives
 Current Advertising
 Distribution Channels
Competitor
Barriers to entry
Product Launch
 Product Launch Timeline
 Other Promotional ideas
Budget
Control
Key Contact

4. The Product
WHITE PLUS
Shoe Cleaning Mousse
Shoe cleaning and dressing
product for white shoes
Effectiveness!
Easy to use!
Economize on water and
your time!

5. Target Market
 Sneaker lovers and collectors
 Sportsmen
 Households
 Aged range:18-55
 Household income below
HK$1,000,000
 Education attainment: upper
secondary(form 4 or above)

6. Key Benefits
Effective
Easy
Economize
Customer
solution
Convenience
Customer
cost
Buyer’s concernsKey benefits

7. Objectives
Increase sales by providing superior customer
value
Improve product awareness
Enhance customer satisfaction and loyalty
Become market share leader of shoe cleaning
product

8. Current Advertising
Celebrity media recommendation
Website and online shop
Facebook fanpage
TV show
Magazine

9. Distribution Channels

10. Competitor

11. Barriers to entry
Possible barriers to entry should be considered:
strong loyalty of competitors will make it difficult for
customers to try new products of other brands.
Insufficient demand from target market
Insufficient marketing funds may make it difficult to
penetrate the market as far and as deeply as desired

12. Product
Launch

13. Product Launch Timeline
Product
Development
Launch
Product
descriptions and
portfolio
Product fact sheet
Targeting and
Positioning
Usage test
Competitor analysis
Distribution strategy
Pricing
Promotion strategy
Web design
Mobile app design
Sample preparation
Presentation(PPT)
Social media set up
E-newsletter design
Direct mail design
Print design
Radio advertising plan
Promotion video
Manpower allocation
of promotion events
Press release
Sample deliver to channel
buyers and target media
Sale guide
Sale training
Promotion and sale kit
Product in inventory
Launch event/grand
opening
Speaking engagement
Email announcement
PR and events
Radio commercial
Web update
Social media update
SEO
1 week2 weeks1 month2 months3 months

14. Other Promotional ideas
 Partner with sports accessories brands
 Distribute free gifts or coupons to customers
 Held campaigns on social media
 Offer for free gifts after customers register on the
official website as membership
 Extend further promotional offers via email
 Sponsor events that takes place to correspond
with the brand and product

15. Budget

16. Control
The following can be used as measures to evaluate the
success of the White Plus shoe cleaning mousse rollout:
 Local media coverage
 Sales summary and analysis
 Sales survey
 Number of customers attending promotion events
 Traffic rate of social media and website
 Email marketing analysis(delivery rate, click-to-deliver
rate, open rate, bounce rate, profitability)
 Direct mail analysis
 Customer feedback

17. Key Contact
Ritz NG
Email:ritz5825@yahoo.com.hk
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