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International Marketing Project - Global Fashion Market | HIN 131, Study Guides, Projects, Research of Brand Marketing

Fashion Institute of TechnologyBrand Marketing
Prof. Patrick Yanez

Material Type: Project; Professor: Yanez; Class: INTERNATIONAL FASHION MKTG; Subject: High School Intl Trade Mkt; University: Fashion Institute of Technology; Term: Spring 2008;

Typology: Study Guides, Projects, Research

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HIN131 Global Fashion Marke
Spring 2008 โ€“ Prof. P. Yanez
International Marketing Project
Project: Using selected steps of the โ€œMarketing Process with the Four
Pโ€™sโ€ (Figure 13.3, page 354, Reading 1), design a Marketing Plan for a
nasal strip, a product that gently opens nasal passages making breathing
easier, relieving congestion and reducing snoring. The selected steps of
the marketing process for this project are:
๎˜ƒ
๎˜ƒ
๎˜ƒ
Steps๎˜ƒof๎˜ƒMarketing๎˜ƒProcess๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒWhat๎˜ƒyou๎˜ƒneed๎˜ƒfor๎˜ƒthis๎˜ƒproject๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ#๎˜ƒPages/Report๎˜ƒmax.๎˜ƒ
1.๎˜ƒ๎˜ƒFind๎˜ƒOpportunity๎˜ƒ(product)๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒNo๎˜ƒ;๎˜ƒproduct๎˜ƒhas๎˜ƒbeen๎˜ƒfound,๎˜ƒthe๎˜ƒnasal๎˜ƒstrip๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒโ€
2.๎˜ƒ๎˜ƒConduct๎˜ƒResearch๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒNot๎˜ƒabout๎˜ƒproduct๎˜ƒdesign,๎˜ƒbut๎˜ƒabout๎˜ƒtarget๎˜ƒmarket๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ 1pages
3.๎˜ƒ๎˜ƒIdentify๎˜ƒTarget๎˜ƒMarket๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ ๎˜ƒSocioโ€demographics ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ1pages
4.๎˜ƒ๎˜ƒDesign๎˜ƒProduct๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ ๎˜ƒMinor๎˜ƒadaptations๎˜ƒonly,๎˜ƒand๎˜ƒonly๎˜ƒif๎˜ƒneeded ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ 1๎˜ƒpage
5.๎˜ƒ๎˜ƒProduct๎˜ƒTesting๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ No;๎˜ƒproduct๎˜ƒhas๎˜ƒbeen๎˜ƒtested,๎˜ƒit๎˜ƒworks.๎˜ƒ ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒโ€
6.๎˜ƒ๎˜ƒBrand๎˜ƒName,๎˜ƒDesign๎˜ƒ&๎˜ƒPrice๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ Suggest๎˜ƒbrand๎˜ƒname (in๎˜ƒEnglish)๎˜ƒand๎˜ƒprice๎˜ƒ(in๎˜ƒUS$)๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ1๎˜ƒpage
7.๎˜ƒ๎˜ƒDevelop๎˜ƒDistribution๎˜ƒSystem๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ In๎˜ƒwhat๎˜ƒtype๎˜ƒof๎˜ƒstores๎˜ƒwould๎˜ƒyou๎˜ƒsell๎˜ƒit?๎˜ƒWhy?๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ1๎˜ƒpages
8.๎˜ƒ๎˜ƒDesign๎˜ƒPromotional๎˜ƒProgram๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ ๎˜ƒPackaging๎˜ƒonly๎˜ƒ(a๎˜ƒbox,๎˜ƒbag,๎˜ƒetc.)๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ 1๎˜ƒsample
9.๎˜ƒ๎˜ƒBuild๎˜ƒRelationship๎˜ƒWith๎˜ƒCustomer๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ Not๎˜ƒfor๎˜ƒthis๎˜ƒintroductory๎˜ƒproject ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒ๎˜ƒโ€
How will you be graded?
1. A marketing strategy appropriate for your target market
summarized in a report with executive summary (see table above) 50%
2. A 5 minute oral presentation with PowerPoint. 20%
3. A sample of package for product (i.e. box, bag, etc.) 10%
4. Project management skills, timeliness, professionalism 20%
Dates of Presentation: Saturday May 16.
pf2

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Download International Marketing Project - Global Fashion Market | HIN 131 and more Study Guides, Projects, Research Brand Marketing in PDF only on Docsity!

Spring 2008 โ€“ Prof. P. YanezHIN131 Global Fashion Marke

International Marketing Project

Project: Using selected steps of the โ€œMarketing Process with the Four Pโ€™sโ€ (Figure 13.3, page 354, Reading 1), design a Marketing Plan for a nasal strip, a product that gently opens nasal passages making breathing easier, relieving congestion and reducing snoring. The selected steps of the marketing process for this project are:

Steps of Marketing Process What you need for this project # Pages/Report max.

  1. Find Opportunity (product) No ; product has been found, the nasal strip โ€
  2. Conduct Research Not about product design, but about target market 1 pages
  3. Identify Target Market Socioโ€demographics 1 pages
  4. Design Product Minor adaptations only, and only if needed 1 page
  5. Product Testing No; product has been tested, it works. โ€
  6. Brand Name, Design & Price Suggest brand name (in English) and price (in US$) 1 page
  7. Develop Distribution System In what type of stores would you sell it? Why? 1 pages
  8. Design Promotional Program Packaging only (a box, bag, etc.) 1 sample
  9. Build Relationship With Customer Not for this introductory project โ€

How will you be graded?

  1. A marketing strategy appropriate for your target market summarized in a report with executive summary (see table above) 50%
  2. A 5 minute oral presentation with PowerPoint. 20%
  3. A sample of package for product (i.e. box, bag, etc.) 10%
  4. Project management skills, timeliness, professionalism 20%

Dates of Presentation: Saturday May 16.

Selecting Your Target Market Target Market (samples) Additional Segmentation (optional) Notes Example 1: Men in Australia Age 21-40, college educated Example 2: Women in London Age 35-50, single, sports active

Women in Japan Men in Germany African-Americans in the U.S. Men in Russia Women in the U.S. Women in Dubai Nigeria --entire market Men in the U.S. Teenagers in Japan Senior Citizens in the U.S. Chile --entire market Teenagers in the U.S. Middle Class in India Women in the Philippines Young people in S. Korea Men in Egypt Professionals in China Gays in the U.S. Canada --entire market Women in Thailand Women in Mexico Men in Brazil Women in Germany California -- entire state

  1. Other ________________?