Global Marketing Plan
The Keen Team: Patrick Antal Alexa Licata Stephanie Roupe Jennifer Walker
Agenda
I. II. III. IV. V. VI. Introduction & Overview Marketing Objectives Target Market Position & Strategy Sustainable Marketing Issues Marketing Mix: Product Price Distribution Promotion VII. Questions
Introduction & Overview
Brand Values = hybrid innovation 1. Create & Innovate KEEN is committed to innovation in all things when designing footwear, developing packaging and creating environments. 2. Play Redefining the Outdoors as a global community - KEEN products are designed to enhance every outdoor adventure. 3. Care [Link] Program. A company with a conscience, strives to make a positive difference, give back to the greater community and care for the environment * Believe in the power of a brand to inspire others to create positive change in the world we live in.
Corporate Video
Marketing Objectives
1. Increase brand awareness by 15% in Mumbi, India by end of fiscal year 2012. Develop a global/localized website [Link]/india. Promote corporate social responsibility efforts, specifically the [Link] strategy. 2. Increase market share by 4% and penetration by 5 retail outlets during fiscal 2012. Specifically introduce the Trailhead, Boulevard, and Waterfront lines. 3. Develop Keen-India information and distribution website by 2012 in order to drive online sales in keeping with its business model. Some Metrics to measure success: Unique Web Visitors per month = 80k Paid search and display Clickthrough Rate (CTR) .1%, which is the industry standard. Total followers on Facebook (India) from 0 150k. 4. Long-term sustainable goal: Use local resources to produce and manufacture shoes and create more jobs.
Target Market Analysis
Factor
Weight %
S. America Rio de Janeiro, Brazil $1,594,489,675,024 17.9% 21.4% 87%
India Mumbai, Maharashtra $1,377,264,718,251 18.2% 27.5% + 54% (all of India) Better Overall
GDP Political/Legal Stability Poverty Ratio Infrastructure Services/Urban Development SUM
25% 20% 15% 25% 15% 100%
Target Market
Mumbai, India - Maharashtra
Culture
Liberal, open minded. Urban blend of Indian and Western cultures. The city that never sleeps. Hard-working, affluent, educated emerging middle class.
Geographic Distribution
The Island City along Arabian Sea Coast. Tropical climate, few seasons. Suffers inversions smog pollution.
Services
Adequate utility services, banks, restaurants, malls, multiplexes and other shops in Navi Mumbai. Few 3 and 5 star hotels, growing with International Airport.
Target Market
Mumbai, India - Maharashtra
Infrastructure
Internal Transportation
Overcrowded Central and Western Railway suburban network. BEST buses. Yellow and black metered taxis. 3 wheeled Auto rickshaws in the suburbs. Ferry services to Uran, JNPT and Alibag. Abandoned services: o Trams, hovercraft, helicopters (noise pollution).
External Transportation
International Airport: Chatrapati Shivaji International Airport Domestic Airport: Santacruz Airport. Major shipping ports: Mumbai Port Trust and Jawaharlal Nehru Port Trust.
Position & Strategy
Keep KEENs core Strategy:
Creating possibilities and expressing visions of what is possible; playing outside and reimagining the outdoors as any place without a ceiling; caring for the environment and engaging with causes that make a positive difference. Create, play and care. It's a way of life.
MARKET ENTRY:
Direct exporting distribution alliances with local logistic and distributing firms. Direct Internet Sales and Retailing and Partnerships.
Target Audience
Wealthy Middle Class and Urban Youth
Population: 12.5 million. Buying Power: wealthiest city in India, the highest Gross Domestic Product of any city in South, West or Central Asia. Culture: 16 major languages, primarily Hindu and Muslim Population. Age Distribution: Average age will be 29 in 2020. Trend: Movement from traditional culture to westernized individualistic.
Psychographics
Diverse country with several value systems.
Shift from saving to spending economy with growing, educated middle class youth.
Transition from traditional to individualistic.
Quest for premiumization.
Focus on more Western concepts. Brand conscious and wealthy middle class. Indulge in new experiences and new products. More value-conscious than price cautious; considered indulgent.
Positioning Grid & Competition
Barriers to Market Entry
Foreign Direct Investment. Licensing Restrictions. Shortage of Retail Infrastructure.
Indian bureaucracy.
Indian custom duties. Trade Barriers. Competition.
Sustainable Marketing Issues
[Link]
Inspired by the 2004 Tsunami. Dedicate time and resources to social and environmental organizations. Commitment to volunteerism, supporting local communities, and embracing corporate social responsibility. $4.5 million in contributions to date.
Sustainable Marketing Issues
India How Can we Help?
Pollution
2nd largest population, at 1.2 billion. Expected to hit 1.8 billion by 2050. Estimated that 65% of the countries land is degraded in some form. Could pose as a serious ecological and social health issue.
Sustainable Marketing Issues
India How Can we Help?
Poverty
35% of Indias population live below the poverty line.
Lack of productivity and employment programs.
Programs exist to help, but organization and funding is limited. Growth is felt by few.
Sustainable Marketing Issues
India How Can we Help?
Illness
Leader in advancements in medical technology, but few benefit.
Weak healthcare infrastructure.
Carry 10% of the worlds AIDs burden. Many rural towns have limited access to basic medical necessities.
Sustainable Marketing Issues
Initiative 1: Business Related Value Generation
Quality Products
Initiative 2: Philanthropic Value Generation
Alignment with local community programs to address pollution
Job Creation
Contribute funds and product to local community groups (Toms)
Utilization of local resources
Work with distributors and suppliers who abide by specific environmental and health requirements.
Utilization of local manufacturing
Contributions to medical tents and shelters that operate in the communities in which KEEN operates.
Sustainable Marketing Issues
What does this mean for our partners?
Marketing Mix
Product
Womens Emerald City Slide
Innovation and Insight. Pioneering and Passion. Creativity and Collaboration. Protection and Breathability. Comfort and Durability. Style and Functionality.
Mens Newport H2
Product
Product
Womens Styles Mens Styles
Price
Mens Styles Womens Styles
Distribution
Distribution
Global localization strategy glocalization. Target Distribution by opening 5 retail stores in 3 suburbs: o South Mumbai o Central Suburbs o Western Suburbs Website: [Link]/india. Partner with UPS.
Promotion
Hoardings (AKA Billboards)
Promotion
Marketing Objectives
1. Increase brand awareness of existing shoe lines by 15%. 2. Increase market share by 4% and penetration by 5 retail outlets during fiscal 2012. 3. Develop Keen-India information and distribution website by 2012. 4. Long-term sustainable goal: Use local resources to produce and manufacture shoes and create more jobs.
