10 step marketing plan fairtex jr mamuyac
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10 STEP Marketing Plan for (FAIRTEX gloves)
Edgardo Mamuyac JRFebruary 2011
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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
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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
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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
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Positioning to the Primary Target Market
Part 1:Steps 1-5
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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)
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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
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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
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3a. Competitors Direct: Everlast, Twins, Cleto Reyes,
King
Indirect: Other athletic apparels for boxing, Addidas, Nike
Variables: Age, Price Lifestyle, Brand, Availability
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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
Twins
Price vs. Age Matrix
King
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4. Niche Market Opportunities
Fairtex is the brand Champion Fighters use Youth who leads to “active” lifestyle Promises to improve performance Offers new style
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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
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The Marketing Mix Strategy
Part 2:Steps 6-10
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6a. Fairtex gloves vs. other brands
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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
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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
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8a. Modes does this product use
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2 3
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8a. Your products Promotions
Sales promotion (Fairtex Promotions)
Media Market (sports channel such as ESPN2)
Direct Marketing
Word of mouth
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8a. Samples of Promo
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8b. Competitor promo
Samples
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9. Place
Fairtex is distributed nationwide Malls (sports stores such as Tobys) Training gyms (Elorde Gym) Online stores Outlets (K1 store)
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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
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SUMMARY
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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
http://jr-mamuyac.blogspot.com/http://jr-mamuyac.blogspot.com/
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
http://jr-mamuyac.blogspot.com/http://jr-mamuyac.blogspot.com/
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10 STEP Marketing Plan for (FAIRTEX gloves)
Edgardo Mamuyac JRFebruary 2011
http://jr-mamuyac.blogspot.com/http://jr-mamuyac.blogspot.com/