国外市场营销产品策略小论文范文.doc

BY: Desmond WenWritten ReportBrand name: EverydaySlogan: Attract the face, everyday!Product 1: Everyday ShirtA new style of shirt in the 21 st century with a writing board sheet on it which is highly anti-scratched and easy to be written and clean. People can draw their own stylish picture/design on the shirt and it can be changed every day so that we can show our mood, status, attitude and even our target for a typical day. The writing board sheet is made by special aluminum which is waterproof and the design we draw can be conserved for a week without cleaning. This is the biggest difference and superiority compare to the competitors product. Product 2: Everyday Tool (Combo)Appropriative Pen used to draw stuff on the Everyday Shirt which is also made by special material, and the special eraser to clean your drawing.Rationale behind the target market: Mainly targets the teenagers/young kids, since they have many thoughts and different emotions every day, they want to show their own style and attitude in order to be out of the ordinary. On the other hand, the main purpose for them to go shopping is to buy different clothes with different designs so that they may look different every day. But unfortunately, these normal clothes designs/picture cannot be change, this makes teenagers to buy more and more clothes and spend much more money. However, they can draw their own design on the Everyday Shirt and be able to change every day. Secondly targets shop/mall managers which require the shop assistants to wear uniform during the work time. For example, there are some sales promotions in the shop, shop manager can advertise/propagandize the promotion by writing information on the shop assistants uniform, and the customer can easily realize that. And also they can write the working spirit in order to encourage the employees.Promotion:Choices of advertising media: Firstly, I chose TV advertisement, our advertisement will be broadcasted from 7:00p.m to 10:00p.m at the weekdays, and all the time at weekend, since most of the teenagers need to go to school at weekdays so that they can only watch TV in the evening or at the weekends. On the other hand, most of the teenagers are big TV fans, so with TV advertisements teenagers will be exposed to the advertisements more thus making the advertisement more effective. For the business men/women, weekend is their best time to watch TV for relaxing.Secondly, I chose bus-stop advertisement. While people are waiting for the bus at the bus-stop, they may notice and watch our advertisement (poster or LED board) easily. This kind of media can attract all kind of people actually but still especially attract teenagers and business men/women who need to take a bus to school or workplace.Sales Promotion: Buy 1 Everyday Shirt; get 1 Everyday Tool Combo (Appropriative) for free. Buy 2 Everyday Shirts get 1 more for free. (At the first month which it begins to be sold) Print advertisement: on a separated page.Pricing strategy: Everyday Shirt: $29.99 Everyday Tool Combo: $12.99 Reason: Our product is mainly targeting teenagers, so we cant price the product too much. On the other hand, since people can buy 1 shirt and get 1 tool combo, they may think thats a great material benefit because they can get a $12.99 stuff for free and it seems that they only need to pay $17.00($29.99-$12.99) for a set of Everyday product!Placement Choices:I will open sub branches (Everyday retail store) in big malls such as Vaughan Mill, Elgin Mill, etc. But thats not enough; I will open some more stores in several squares which are located in the big communities. People can easily find