FAIRTEX10 Step Marketing Plan

Edgardo Mamuyac JRFebuary 2011

5 Steps for Part 1(PTM and Positioning)

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, Kings4. Gap is focused on gear for boxing, muay thai5. Market size is__________

5 Steps for Part 2(Market Mix & Strategy)

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

1. PTM

• 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)

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

3. Competitors

• Direct: Everlast, Twins, Cleto Reyes, Kings

• Indirect: Other athletic apparels for boxing, Addidas, Nike

• Variables: Age, Price Lifestyle, Brand, Availability

4. Niche Market Opportunity

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

5. Market size

6. Product

• 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

8. Promotion

• Sales promotion (Fairtex Promotions)

• Media Market (sports channel such as ESPN2)

• Direct Marketing

• Word of mouth

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 ___________

• It benefits from the distribution leverage of __________

• Quality and premium product distribution worldwide