Maria A. De Leon Kinga Kanska George Okafor Serap Sahinoglu John Starr HowCharming2    Marketing Strategy/ MKT0039.01C.FA15   Baruch College Fall 2015 Prof. R. Allen Maria A. De Leon Kinga Kanska George Okafor Serap Sahinoglu John Starr

Overview Value proposition SWOT Analysis Products Services Benefits Target Market Financial breakdown Marketing tactics Future outlook and conclusion

Value Proposition Remember a great experience with something tactile that lets you touch the brand and your memories with something of great value, but low cost, that is more than just a pretty trinket.

SWOT Analysis

SWOT Analysis

Products USB sticks $13.99 Dog tags $10.00 Dog Tags with QR code $11.99 Zipper tag $3.99 PICTURE

Services We offer custom and unique manufacture of the design on all of our products Any picture can be applied to custom pieces We provide high quality product for affordable prices Our focus is on event merchandising High school music demonstrations

Benefits some of our products will have QR code on the back which provides benefits like exclusive promotional access to materials about client favorite band or sport team free song download or party access with our QR code, it all will give extend experience and excitement to our customers. Discount code for future purchase our merchandise to customers Our products are great promotion tool for any brand that wants to be memorable, customers will use our pieces on daily basis for example USB stick with your brand/ logo on it Dog tags also have practical use, they can be used during travel and be attached to luggage which will help to identify the luggage.

Target Market Demographic Male and female, aged 12-21 Psychographic Fads, “keep up with the Joneses,” has allowance, afford to go out, not make large purchases, homogenous consumer, wants souvenirs Lifestyle works hard and plays hard, still in education. Not wealthy. Pop music, hip-hop and R&B music. Goes out to concerts and will look to spend money on a memento. Enjoys collecting sentimental and customized items. Geographic Urban areas, festivals, conventions and concerts.

Increase brand visibility Introduce multiple brand touch points Marketing Tactics Increase brand visibility Introduce multiple brand touch points

Reconstructed Howcharming2.com Medium: Online Cost: $500/year Website Reconstructed Howcharming2.com Medium: Online Cost: $500/year More colorful background More attractive banners as well as music on background Deborah’s picture, bio and her insight more about the company or video, more pictures of the products being used by celebrities and videos of celebrities talking about the products. More overt “BUY ONLINE” on home page, and updated contact info page with Google map to show the address. More visible social media icons Google Analytics to track click-through-rate, see where the traffic comes from, what pages get most visits, as well as Google AdWords for a YouTube ad.

Having Instagram and Twitter Account Medium: Online Cost: Free Social Media Having Instagram and Twitter Account Medium: Online Cost: Free Making a teaser with N’Lyss on our social media platforms; Facebook, Twitter, Instagram. N’Lyss will invite their fans to post a picture with our products on Instagram with #charms #howcharming2 #nlyss hashtags. 3 of the fans who have the best shot they will win a free concert ticket and meet the group in offstage. Twitter to promote the company as well as our products, and participate in discussion via Twitter Chat. Facebook updated with blogs, videos and pictures, have people like us in a more interactive way.

Creating AdWords and Youtube Account YouTube Advertising Creating AdWords and Youtube Account Medium: Online Cost: Depending on how often the ad is viewed Creating a AdWords and a Youtube account. So, based on where we want our ad to show up, device targeting, age, gender, topics and keywords which will be chosen to target our potential audience, we will advertise our company and products on Youtube.

Public Relations Creating a gift box and being sponsor Medium: Print and Events Cost: $300/month Creating a gift box including a brochure with information about our company and products, a small personalized card, and any varieties of the products which have the celebrity’s picture on them. Sponsor N’Lyss to perform at more populated high schools. The group will organize a small concert to help to promote themselves. In schools, they will perform, reach out to their fans and sell our products. This idea will accompany our Instagram plan.

Future Outlook & Conclusion sell the business invest in new target markets add another product to the stock keeping units (SKUs)

Questions?

References: Ferrell, O.C. & Hartline, M. D. 2011. Pricing strategy. Marketing Strategy, 5th edition, 229-262. Mason, OH: Cengage Learning. 3 Key Marketing Takeaways from Simon Sinek's "Start With Why" (n.d.). Retrieved November 24, 2015, from http://blog.hubspot.com/customers/3-takeaways-from-start-with-why How Apple Changed the World - 4 Core Marketing Strategies of the Tech Icon. (n.d.). Retrieved November 24, 2015, from https://blog.kissmetrics.com/how-apple-changed-the-world/ Custom Dog Tags. (n.d.). Retrieved December 1, 2015, from http://www.custommilitarydogtags.com/pages/Custom-Dog-Tags.html

Thanks!