10 step marketing plan fairtex jr mamuyac

transcript

10 STEP Marketing Plan for (FAIRTEX gloves)

Edgardo Mamuyac JRFebruary 2011

http://jr-mamuyac.blogspot.com/http://jr-mamuyac.blogspot.com/

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

1. Fairtex PTM is active people who enjoy high quality sporting goods, especially gloves

2. Who wanted high performance and affordable3. Everlast, Twins, Cleto Reyes, King4. Gap is focused on gear for boxing and other

physical contact sports5. Market: Be Inspired

Steps 1 to 5

PTM and market

6. Sports apparel (gloves) comes in different sizes from 10-16 oz.

7. Based on the basis of premium segment as target customers

8. Sponsorships from champion fighters9. Distributed Worldwide10. Niche Market Opportunity

Steps 6 to 10

Marketing mix & strategy

Positioning to the Primary Target Market

Part 1:Steps 1-5

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)

Describe your PTM needs

7Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler

I am active!I am a winner!

I would not get push around

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

3a. Competitors Direct: Everlast, Twins, Cleto Reyes,

Indirect: Other athletic apparels for boxing, Addidas, Nike

Variables: Age, Price Lifestyle, Brand, Availability

Example of a 2x2 competitive position map for gloves

Price/ Age Matrix

0-13 yrs 13-24 yrs 25-49 yrs 50yrs up

High price

Low Price

Fairtex

Everlast

Cleto Reyes

Price vs. Age Matrix

4. Niche Market Opportunities

Fairtex is the brand Champion Fighters use Youth who leads to “active” lifestyle Promises to improve performance Offers new style

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

The Marketing Mix Strategy

Part 2:Steps 6-10

6a. Fairtex gloves vs. other brands

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

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

8a. Modes does this product use

8a. Your products Promotions

Sales promotion (Fairtex Promotions)

Media Market (sports channel such as ESPN2)

Direct Marketing

Word of mouth

8a. Samples of Promo

8b. Competitor promo

Samples

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 18-30 years old who lead an active lifestyle

Quality and premium product distribution worldwide

SUMMARY