Hayden Kho
MARKETING PLAN
HAYDEN FRAGRANCES
I. EXECUTIVE SUMMARY
Coming off from an unpleasant publicity in 2010, Hayden Kho Jr. comes back strong with exciting scents that would surely make not only his, but every man’s name and presence synonymous to cleanliness and freshness. With the introduction of his fragrance collection in 2011, the company has aggressively expanded its operations through its marketing channels and chosen method of mass media. The company will continue to push with its strategy but will apply the same once the new line of scents has been released before the end of 2013. Hayden will aim for the holiday season as it proves to be the best time to release any new product.
For the short term goals, Hayden will maximize the use of mass media particularly commercials aired in-between primetime shows or programs both in television and radio, and will make use of celebrities that will embody the scent’s image. This way, Hayden’ new brand of perfumes can increase brand awareness and tap unfamiliar B and C market. Hayden’s new line will also be advertised through events and will also host activities that reflect the company’s values through its social responsibilities. Much focus will also be targeted towards the use of direct sellers and incentive programs. For the brand awareness campaign, around 2.5 million will be allotted for endorsers, commercials, billboards and flyers while an estimated 1 million will be used in events, CSR programs, and direct selling promotion materials which will also make use of actual products and donations.
Medium term goals will be accomplished through careful research and development (RND) where the aim would be to introduce new and exciting scents that would continuously attract customers and maintain a diverse product mix. This would mean acquisition of needed technology and right people. By the end of the year, the company will aim to increase market share by 5%. To achieve this, the company will invest 2.5
HAYDEN FRAGRANCES
I. EXECUTIVE SUMMARY
Coming off from an unpleasant publicity in 2010, Hayden Kho Jr. comes back strong with exciting scents that would surely make not only his, but every man’s name and presence synonymous to cleanliness and freshness. With the introduction of his fragrance collection in 2011, the company has aggressively expanded its operations through its marketing channels and chosen method of mass media. The company will continue to push with its strategy but will apply the same once the new line of scents has been released before the end of 2013. Hayden will aim for the holiday season as it proves to be the best time to release any new product.
For the short term goals, Hayden will maximize the use of mass media particularly commercials aired in-between primetime shows or programs both in television and radio, and will make use of celebrities that will embody the scent’s image. This way, Hayden’ new brand of perfumes can increase brand awareness and tap unfamiliar B and C market. Hayden’s new line will also be advertised through events and will also host activities that reflect the company’s values through its social responsibilities. Much focus will also be targeted towards the use of direct sellers and incentive programs. For the brand awareness campaign, around 2.5 million will be allotted for endorsers, commercials, billboards and flyers while an estimated 1 million will be used in events, CSR programs, and direct selling promotion materials which will also make use of actual products and donations.
Medium term goals will be accomplished through careful research and development (RND) where the aim would be to introduce new and exciting scents that would continuously attract customers and maintain a diverse product mix. This would mean acquisition of needed technology and right people. By the end of the year, the company will aim to increase market share by 5%. To achieve this, the company will invest 2.5
References: http://www.haydenfragrances.com/ http://www.haydenfrances.com/about/dr-haydin-kho-jr/ http://www.jounal.com.ph/index.php/entertainmen/showbiz-news/3225-local-perfume-companyl