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MARKETING PLAN HowCharming2

HowCharming2 specializes in branding and event merchandising with customized keepsakes, offering personalized charms for celebrities and organizations. Explore strategies, SWOT analysis, pricing, and promotion tactics targeting female teenagers who love music and fashion.

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MARKETING PLAN HowCharming2

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  1. MARKETING PLAN HowCharming2 by Ana Cristina Restrepo Spyridoula Panagiotopoulou Yuko Sugiyama Azusa Miyake Mariane Hungele

  2. ABOUT THE COMPANY HowCharming2 is an enterprise that is specialized on branding and event merchandising with customized keepsakes. They offer personalized charms for celebrities and organizations in order to create a wisdom and useful accessory, which can be worn as part of their lifestyle. Client N’Lyss

  3. How to promote N´Lyss by offering the keepsakes with QR codes and gain more clients for the company HowCharming2 with the new technology and styles? Our goal

  4. STRATEGIES 1. Fashionable accessories Silver Gold Black Photos/phrases of each group member

  5. 2. QR code Keepsakes. 1.Scan the code 2.Reach out to N’Lyss official website

  6. SWOT ANALYSIS Opportunities: • Possibility to become well-known • More varieties of accessories • Become a trendy accessory that teenagers must have.(Word of mouth marketing in the entertainment industry) • A massive success of the girl group can increase the sales of the product • Use SNS to advertise the product and get young social network service users engaged. Strengths: • Unique Products • Creative platforms • Flexible for any concepts • Good engineering quality • QR code

  7. Weaknesses: • Limited variation of the products, wisdom, phrases and photos. • Less experiences with the customers due to its young history of the company. • The brand is not well known. • The target audience is limited. • High promotion costs such as sponsoring events • Additional costs developing QR code technology Threats: • If the sales of products doesn’t go well, the company might not get enough income. • If the other companies start making similar types of products with better quality and price, the company might lose the competition. • The reputation of the product could affect negatively the company in case a group fails to gain good reputation. • Fast trend change for young generation (going out of style) and digital platforms might affect the demands of the products.

  8. PRICING FINANCIAL OBJECTIONS, PLACE AND PROMOTION The product is focused on female teenagers between 10-20 years old that listen to today´s music such as R&B, Pop and Hip Hop. They care about the fashion, latest trends and are engage with the social media. • The retail price of the keepsake is 3 USD and sales price will be 10 USD • The chain can be sold separately from the product ,so that the consumer can choose the color of the chain he/she likes and combine it with the keepsake.

  9. PLACE AND TARGET MARKET Psychographic • Young teenagers who feel related to the stories of each group member • Similar lifestyle and experience • Similar family stories • Fans that feel connected to the music and digital media Behavioral • Young teenagers that are interested in fashion and latest trends • Teenagers that want affordable fashion • Teenagers that want show their support for their favorite music band • Teenagers that are updated in the digital media platforms. Geographic South US mostly in the area around Georgia (Georgia, North Carolina, South Carolina, Florida, Alabama, Mississippi, Louisiana, Tennessee, Kentucky, Virginia) Demographic • Females • Between 10 and 20 years old • Middle Class • African American • Southern American

  10. PROMOTION – SOCIAL MEDIA 1. FACEBOOK FAN PAGE

  11. 2. Instagram

  12. 3. Fashion Show and magazines

  13. PRODUCT BENEFITS Actual factors: cost effectiveness, design and performance • Functional • Stylish • Uniqueness Perceived factors: image, popularity and reputation • Good customer service • Trendy

  14. VALUE PROPOSITION The value proposition of this marketing plan is the promotion of the artist, in case of N’Lyss girls, by offering charms with QR codes. • Promotion of talent • Unique Product • Customer service • Quality of product

  15. CONCLUSION • HC2 will be able to obtain more younger generation customers because the charms will connect them to the talents in terms of the digital devices and their emotions. • The products are more attractive than usual charms given the fact that HC2 offered the variation of the products; different colors and chains. • Most importantly, HC2 will create more customers’ satisfaction by offering them trustable quality products with guarantee of replacement of the chains. • HC2 will gain more reputation and expand the brand image through these new customers by word of mouth and social media.

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