Product Launch - ON Running Marketing Plan
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Orbico will introduce the ON Running brand of running shoes in Croatia. To launch the brand and increase awareness, Orbico will use in-store merchandising, grassroots activities supporting a local celebrity ambassador, paid social media and PR, guerilla marketing, sponsorship of running events, and developing an in-store "Shoe Finder Machine" to help customers. The largest portions of the October 2021 - April 2022 marketing budget will go towards social media activities, guerilla marketing, and supporting brand initiatives and trade events.
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Product Launch - ON Running Marketing Plan
- 1. PROPOSAL OF MARKETING PLAN P r o d u c t l a u n c h for and
- 2. SUMMARY OF MARKETING PLAN Based on an evaluation of the running shoes market and our strengths, ORBICO will introduce the ON Running brand. Situation analysis Half the buyers of branded running shoes are highly educated thirty-years-olds and professional athletes and teams, which is our primary market segment. Many purchases are expected to be non-impulse and requiring strong point-of-purchase support and informations about the brand. Croatian market is concentrated with strong competition from mainstream brand such as Nike, Adidas, Reebok, Mizuno which have developed running shoes category. ON Running brand has extensive experience in the manufacture of innovative, high quality, leading design and technology permitting Orbico to offer the consumer value in branded running shoes. Objectives Marketing strategies Action plan Financial analysis The combination of a unique, cost-effective design allows us to establish a brand awareness in the first 6-month after launching the brand. Orbico will introduce a new product, the innovative ON Running shoes using skimming strategy, extensive advertising, and expanded distribution (retails web shops) in order to increase growth rate and brand awareness. The ON Running shoes has strong product benefits compared to current market offerings. To achieve our objectives we will offer our unique running shoes in a variety of designs at a suggested price. Our current distribution covers smaller percent of the market. At this time we will not expand our distribution to access the shoe store retail channel. We will increase our sales force by giving customers online shopping experience at the retails web-shops. Advertising will emphasis the unique design of the running shoes and is weighted toward print and point-of-purchase displays. This and PR advertising will be scheduled two-thirds in the first six months of the campaign. We expect to achieve brand awareness in the first six months which will definitely result in higher sales later during the following year.
- 3. SWOT ANALYSIS Running shoes made by retired professional athletes Made in Swiss, synonyms for the quality The perfect symbiosis of running experience, engineering expertise and design-led approach to design The revolutionary brand who takes sustainability as part of the company culture (production, packaging) Awarded running shoe which sells in premium retail stores in over 50 countries Brand with strong famous brand ambassadors (Roger Federer, Nicola Spirig) Shoes made for all sport activities and collections for both gender in various colors and with different technology of production (the world’s lightest fully cushioned running shoe) Brand reputation / recognition in Croatia High quality, innovation and technology are costly, not all consumers can afford to purchase in this recession Sales depends on the footwear market, many mainstream business offer similar products “for running” at competitive prices and they are much more available to the public No famous athlete or teams from Croatia as the brand ambassador of shoes - there is no enough connection between the brand and consumers No enough information about the company culture and the process of the developing shoes Relatively small company with no big production deadlines (production delay) Growth in global footwear market; famous and popular celebrity athletes General promotion towards running community and people who have developed sport habits Increase intentions of healthy lifestyle; due to design-led approach, it fits in increase the desirable fashion Production with limited carbon emissions to increase aware of climate changes (recycled materials, reduce our CO2 footprint); introducing circular systems for products Trends on the shoe market such as: color-blocked shoes, comfy shoe, new concepts, lightweight, cushion, foot stability Competitors with increased brand awareness and lower price of running shoes such as Nike, Adidas, Mizuno, Asics and etc. Increased number of runners over 55 age and young runners under age 24 Recession; less disposal income of consumers; COVID crisis The increased prevalence of overweight and obesity in children and young adults The underdeveloped infrastructure of outdoor running lines Demographic datas (emigration, older population)
- 4. MARKET ANALYSIS SUMMARY Based on the research of the Croatian Central State Office for sport*, 38% of Croats engage in sport, recreation (cycling, dancing, etc.) or other forms of physical activity, of which only 12% do so three to four times a week, and 9% five times a week or more. Physical activity is more often represented in life of the residents of large cities (Zagreb), highly educated thirty-year-olds in higher positions and with higher incomes, and pupils and students aged 15 to 20 years. Men and women are equally involved in these activities. Open spaces, parks and nature (46%) are a favorite place for Croats to engage in these physical activities, sports or fitness club and center are chosen by 30% of citizens, while 27% of them exercise at home. Women are somewhat more likely to exercise at home or in health and fitness centers, while men are slightly more likely to visit sports centers. Young people between the ages of 15 and 20, compared to the average population, prefer sports clubs and centers to open spaces. Croats tend to spend an average amount of money to pay membership, buy sports equipment, food supplements and etc. From year to year, more and more people are no longer enough to just run, get involved in ultramarathons, points out in Nacional.hr**. It is clearly that Croatian Marathon Boom is on the market.
- 5. TARGET AUDIENCE There are two types of customers the brand needs to attract: the Runners and the Non-runners. These groups are subdivided in the following sections based on many factors such as experience level, demographic, foot type and other specifications.
- 6. Professional athletes and teams Amateur athletes Men and women aged between 16 - 35 years old This segment is taking running as their profession; sport and healthy food is part of their lifestyle These people want the latest in technology, regardless of price - for them, it is important that running shoes give them comfort and support them in sport activity on any level of competition and at any sport; This segment include young professionals and teams Men and women aged between 20 - 55 years old This segment include amateur runners you may find him/her running at 5:00 a.m. or 10 p.m., whenever it can fit into his/her schedule These people frequently runs in races throughout Zagreb and may even travel further to combine races with social visits or vacations; frequently go to parks, the beach and other highly visible places to run This segment is looking for quality, name-brand footwear based upon the sport that requires the purchase, and an affordable price; willing to pay a higher price for a new style or features, interested in the latest styles and purchases coordinated outfits and accessories, running bottles, and timing watches Have an high education people with higher income Adults / Active People Men and women aged between 25 - 55 years old This segment never participate in a sport, almost all own a pair of named-branded running shoes The non-participant adult may be the most difficult segment to capture - but the upper income adult will still want name brand newer styles; while the middle and lower income adults will look to the discount department stores and “discount shoe warehouse” concepts for practical footwear This customer buy less frequently, is less concerned for proper shoe fit Adults / Non-Active People Men and women aged between 25 - 55 years old This segment participate in a sport, owns a couple of shoe pairs which perfectly for the sport activities; running, tennis, and football are the most popular sports with this age Even we can divided this segment by income level, they are looking for the quality, name-brand footwear based upon the sport These adults are willing to pay a higher price for a new style or features they deem are important This segment looking for a quality shoe at a competitive price, this group may not require the newest style, but still wants good quality with basic features for the sport they participate in.
- 7. MARKETING OBJECTIVES 1. Launch ON Running brand on Croatian market, at three wholesale retailers in three different concept of retail (Athletic Specialty, Sporting Goods and Running Specialty) by February 2022. 2. By April 2022, create brand awareness to our target segment (men and women ages 16 to 55 who are runners and non-runners) by branding stores using ON Running brand’s elements (education, promotion, clouds set up), and by exhibiting and participating in upcoming running events (from October to April) 3. By April 2022, increase brand awareness to both target segment using PR and brand initiatives, and secure much longer brand recognition using guerilla marketing, promotion and partnership with retailers (online web-shops)
- 8. MARKETING STRATEGY from October 2021 till April 2022
- 9. KEY MARKETING TACTICS/ACTION 1 In-store merchandising Grassroot Activities PR and Social Media Activities (including PPC and Social Media Campaigns) Key Action 1 in retail stores which aims to stores brand activation using promotional material, display of products for each brand category (hike, running, trail) and big billboards Brand promotional materials are provided by ON Running brand owner who is also responsible for expenses of printing and designing promotional material Main step is to design the product display with brand’s identity elements (clouds, font and photograph) in store sector named Athletic Specialty, Sporting goods or Running Specialty. It is necessary to set up lighting and make display look as much as comfy to show consumers what they get after purchase of product (brand recognition). Key Action 2 aims to targeting a highly niche group of people - professional athletes, professional teams and young who a tend to be famous athletes in the future It includes a Brand Ambassador in Croatia - Marin Cilic. This Key Action is based on connecting Marin Cilic Foundation and ON Running brand to give people powerful motivator for many people, especially - sport celebrities, profesional teams, youngs, and people in Croatia. Main action is to giving free products to selected youngs to make their sport path a little bit easier and remove the obstacles in the way of their success. Key Action 3 is about paid editorials, native and storytelling PR articles to promote the brand. It is necessary to publish them in relative media such as: Trčanje.hr, RunCroatia.hr, fitness.hr and other fitness media. Include a programmatic marketing campaigns, banners on relative web-portals, press releases Social media content is provided by ON Running brand and adapt for Croatian market (language): high-quality photographs, videos, Reels, Facebook and Instagram Stories.
- 10. KEY MARKETING TACTICS/ACTION 1 Wholesale Partner Web Shop Guerilla Marketing Brand Initiatives It includes: support Zagreb Running Races in 2022 such as Main Zagreb Races (October), Hendrix Half Marathon (April), Zagrebački Noćni Cener (November), Winter League Lagvić, Sljeme Trail, Sljeme Marathon. Zagrebčanka 512, Zagreb Spring Half Marathon. Key Action 4 aimed to getting new sale channel - wholesale partner web shops to give customers an digital way of making purchases. Include deals with wholesale partner to set ON Running brand on theirs official web shop. We will provide them good-quality PR kits, photographs, 360* videos, all confirmed information about the products. We will help our retails with implementing Google Search for the products, setting banners for ON Running brand, giving them official promotion material for theirs Social Media channel to promote brand, approving copies on Social Media for the product, writing the articles for their blogs such as: Trčaona.hr, Intersport blog.hr about running, etc. Key Action 5 is about traditional guerilla marketing to get promote brand into much bigger group of people - non-runners. Brand activation is based on setting up cloud-shaped billboards around the city with brand’s slogan “Run on clouds”. Billboards will be setted in key areas which are around/in the sport buildings, and parks (Maksimir park, Jarun park, Zrinjevac). This locations are selected because both target group can see the billboards. You can found example on page 12. Key Action 6 have focus on sponsorship and supporting running activity, directly aimed to main target group - runners. On these events, we will set promotion stand - all in branding. Target group can found more information about the products, category, sport life, used technology in production.
- 11. KEY MARKETING TACTICS/ACTION Cooperation with retails and Local Community Shoe Finder Machine project Develop an machine to provide customers an opportunity to found perfect ON Running shoes and give them chances to explore other ON Running category. It should be set in stores and it is, also, possible to develop an local web-page and give customers to explore online. On the longest Zagreb running races, ON Running brand could give extra motivational boost to the runners by displaying personalised messages at the exact moment runners approached to the transportable LED screen. It is possible by using technology to display messages to them in real time. Display should be branded with ON Running logo and slogan. Key Action 7 is building cooperation between retailers, distributor and local community, especially target group of amateur and professional runners. In Zagreb, there are a lot of running schools where amateur and professionals runners learn running technique. We will, in cooperation with retails, conduct product presentation about ON Running brand and share with them passion for running. On these lecture, target audience will get chance to see new collection of sneakers; they will found out in with retails store they can found them. Provide the participants a discount for next purchase of running shoes to buy in our partner retails stores (costs of promotional material will be splitted between us and partner) Trade Events Key Action 8 is oriented to trade events where our target can be found. In this action, we are connecting emotional appeal of brand, community and sport event. Key Action 9 is giving customers information and knowledge about the products and chance to fix ON Running brand to their personal needs. This action is the most expensive part of marketing tactics and it requires more teams to be included (IT), but it has much longer effect on customers.
- 13. I vi možete trčati na oblacima uz inovativne ON Running tenisice!
- 14. TIMELINE OF MARKETING TACTICS October 2021 (preparation month) November 2021 December 2021 January 2022 Social Media Activities Grassroot activites Wholesale partner web shop Guerilla marketing In-store merchandising February 2022 March 2022 April 2022 Brand Initiatives and Trade Events PR and media Activities (including e-mail) Co-operation Local Shoe Finder Machine Project
- 15. MARKETING BUDGET
- 16. November 2021 December 2021 January 2022 Q1 Budget Comment Budget Comment Budget Comment Budget In-store merchandising 10.000,00 kn Centar of ON Running brand provides all promotion materials (including printing). We are online responsible for setting up all items. 0,00 kn Centar of ON Running brand provides all promotion materials (including printing). We are online responsible for setting up all items. 0,00 kn Centar of ON Running brand provides all promotion materials (including printing). We are online responsible for setting up all items. 10.000,00 kn Social media (Facebook, Instagram, YT, Programmatic) and e-mail newsletter 25.000,00 kn Centar of ON Running brand provides all social media content. We are responsible for distribution on Social Media Channels 20.000,00 kn Centar of ON Running brand provides all social media content. We are responsible for distribution on Social Media Channels 15.000,00 kn Centar of ON Running brand provides all social media content. We are responsible for distribution on Social Media Channels 60.000,00 kn GrassRoot Activities 3.000,00 kn First support of Marin Cilic Foundation 3.000,00 kn Second Marin Cilic Foundation 3.000,00 kn Third support of Marin Cilic Foundation 9.000,00 kn Wholesale partner web shops (banners, newsletter, SM) 0,00 kn X 15.000,00 kn Providing support to the maintaining web-pages and implementing Google Search Strategy 10.000,00 kn Providing support to the maintaining web-pages and implementing Google Search Strategy 25.000,00 kn Guerilla marketing 40.000,00 kn Price is depending on location 40.000,00 kn Price is depending on location 0,00 kn x 80.000,00 kn Brand Initiatives and Trade Events 0,00 kn x 30.000,00 kn Depending on total number of sponsored events, location, printing, technology etc. 30.000,00 kn Depending on total number of sponsored events, location, printing, technology etc. 60.000,00 kn PR and Media Activites 0,00 kn x 20.000,00 kn Depending on the place of publishing. 15.000,00 kn Depending on the place of publishing. 35.000,00 kn Co-Operation with retails and Local 0,00 kn x 2.500,00 kn Costs is divided between us and retail partners. 2.500,00 kn Costs is divided between us and retail partners. 5.000,00 kn Shoe Finder Machine Project 0,00 kn x 0,00 kn x 0,00 kn x 0,00 kn TOTAL 78.000,00 kn 130.500,00 kn 75.500,00 kn 284.000,00 kn
- 17. February 2022 March 2022 April 2022 Q2 Budget Comment Budget Comment Budget Comment Budget In-store merchandising 0,00 kn Centar of ON Running brand provides all promotion materials (including printing). We are online responsible for setting up all items. 0,00 kn Centar of ON Running brand provides all promotion materials (including printing). We are online responsible for setting up all items. 0,00 kn Centar of ON Running brand provides all promotion materials (including printing). We are online responsible for setting up all items. 0,00 kn Social media (Facebook, Instagram, YT, Programmatic) and e-mail newsletter 15.000,00 kn Centar of ON Running brand provides all social media content. We are responsible for distribution on Social Media Channels 15.000,00 kn Centar of ON Running brand provides all social media content. We are responsible for distribution on Social Media Channels 7.000,00 kn Centar of ON Running brand provides all social media content. We are responsible for distribution on Social Media Channels 37.000,00 kn GrassRoot Activities 0,00 kn X 0,00 kn X 0,00 kn X 0,00 kn Wholesale partner web shops (banners, newsletter, SM) 10.000,00 kn Providing support to the maintaining web-pages and implementing Google Search Strategy 10.000,00 kn Providing support to the maintaining web-pages and implementing Google Search Strategy 5.000,00 kn Providing support to the maintaining web-pages and implementing Google Search Strategy 25.000,00 kn Guerilla marketing 0,00 kn x 0,00 kn x 0,00 kn x 0,00 kn Brand Initiatives and Trade Events 30.000,00 kn Depending on total number of sponsored events, location, printing, technology etc. 30.000,00 kn Depending on total number of sponsored events, location, printing, technology etc. 30.000,00 kn Depending on total number of sponsored events, location, printing, technology etc. 90.000,00 kn PR and Media Activities 15.000,00 kn Depending on the place of publishing. 0,00 kn x 5.000,00 kn Depending on the place of publishing. 20.000,00 kn Co-Operation with retails and Local 2.500,00 kn Costs is divided between us and retail partners. 2.500,00 kn Costs is divided between us and retail partners. 2.500,00 kn Costs is divided between us and retail partners. 7.500,00 kn Shoe Finder Machine Project 0,00 kn x 100.000,00 kn Ideas, design and machine development 20.000,00 kn Implementation in the stores 120.000,00 kn TOTAL 72.500,00 kn 157.500,00 kn 69.500,00 kn 299.500,00 kn
- 18. PRESENTATION AND MARKETING PLAN MADE BY: Senka Švraka E-MAIL: [email protected] MOBILE PHONE NUMBER: +385989689697 LINKEDIN PROFILE: https://hr.linkedin.com/in/senkasvraka
- 19. THANK YOU