Eastern Mysteries Marketing Plan Eastern Mysteries —— Nakhi Minority man-made crafts Fengyin Lin Junnan Liao 1

Eastern Mysteries Marketing Plan Please follow us to take the journey of Nakhi Minority 2

Eastern Mysteries Marketing Plan Features of the Nakhi Minority 3 Nakhi Language and Words Religion Dongbaism & Tibetan Buddhism Advocate Silver

Eastern Mysteries Marketing Plan What’s Our Product? 4

Eastern Mysteries Marketing Plan What We Gonna Talk About? Situation Analysis SWOT Analysis Target Market Research Product Strategy Price Strategy Communication Strategy Marketing StrategyEvaluationQ & AQ & A 5

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Eastern Mysteries Marketing Plan 7 Situation Analysis Macro Environment United States is basically still recovering from the effects of the recession that hit the country from 2007 through to 2009 Handmade crafts will recover from depression in time Competition & Marketing Share Mexican and Indian handmade crafts even developed better than our country in the past years Japan’s hand- making tradition is famous for its high quality, unique aesthetic, and attention to detail Consumer Analysis Metropolitan new generation of consumers have “the grass is always greener” consumer orientation High-quality low- cost “fast fashion”

Eastern Mysteries Marketing Plan 8 SWOT Strengthens WeaknessesOpportunitiesThreats

Eastern Mysteries Marketing Plan 9 SWOT Strengthens Lowest cost CNY2-20=$30cents—3$ Multiple and solid product channel Factories -----studio Small but flexible market Low risk; easy quit Special import channel Fare-less; finical support

Eastern Mysteries Marketing Plan 10 SWOT Weaknesses Products are too scatter series; distribute attention Technology restriction No core technology----easy to duplicate No steady customers group Life attached products New and strange market Culture conflict

Eastern Mysteries Marketing Plan 11 SWOT Opportunity Specific segmentation Culture fans; religions fans; beauty girl China culture fever Threats Fluctuation in exchange rate 1:6.23 Current and coming competitors Easy to duplicate

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Eastern Mysteries Marketing Plan 13 Who Is Our Target Customers? Who Male or Female: range from 18 to 60 years old Household Income Over $30,000 per year Culture-oriented group Our products appeal to those people who like Chinese culture and art, and also have their own life faith

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Eastern Mysteries Marketing Plan 15 Marketing Strategy Product Strengths Brand name Brand Slogan and mission Price Pricing objectives Pricing method Promotion & Communic ation Online communication Offline promotion Public relation: Event planning

Eastern Mysteries Marketing Plan 16 Marketing Strategy Product Strategy Strengths : Good qualities Made in china Affluent culture Connotation unique and no replicable Diversity species Complete series

Eastern Mysteries Marketing Plan 17 Marketing Strategy Product Strategy Brand name Eastern Mysteries Nakhi Minority hand made crafts Brand Slogan and mission Deliver Eastern Mysteries Decorate your life with eastern mysteries

Eastern Mysteries Marketing Plan 18 Marketing Strategy Price Strategy Pricing objectives : affordable Pricing method cost plus price: Price= Cost multiply rate. At the beginning, we want to control the profit rate within 20%. Competitive Bidding/competition- orientated pricing: observe the competitors price trends. Limit our bottom line and set 10% under competitors’ average prices.

Eastern Mysteries Marketing Plan 19 Marketing Strategy Online Communication Public Relation: Event Planning Promotion and communication Strategy

Eastern Mysteries Marketing Plan 20 Marketing Strategy Online Communication

Eastern Mysteries Marketing Plan 21 Marketing Strategy Official Website

Eastern Mysteries Marketing Plan 22 Marketing Strategy Facebook

Eastern Mysteries Marketing Plan 23 Twitter

Eastern Mysteries Marketing Plan 24 Blog

Eastern Mysteries Marketing Plan 25 Marketing Strategy Public Relations: Event Planning Event One Project Title: You tube Rating Campaign Tone: Inspiring, memorable and exotic Communication objectives: The desired responses to the message from the target audience and the people those involved in this event will think about the brand Eastern Mysteries every time when they participate in this campaign.

Eastern Mysteries Marketing Plan 26 Marketing Strategy AGENDA

Eastern Mysteries Marketing Plan 27 Marketing Strategy Public Relations: Event Planning Event Two Project Title: Chinese traditional culture of Nakhi Minority orientation Tone: motivated and formal Date: around Spring Festival in February

Eastern Mysteries Marketing Plan 28 Financial Summery Assumptions $100,000 as first stage investment with the increased rate 30% every coming years Specific different cost per task and parts Retail store rent fee: 2000$ per months First product cost: 20,000$ Marketing campaign fee: 5,000$/year No employments fee Daily operation fee: 2,000$/month

Eastern Mysteries Marketing Plan 29 Q & A