HAWK BAGS About Hawk bags, a brand that has long been recognized for its craftsmanship and quality. Hawk has a wide range of bags suited to match every lifestyle. Mission To deliver high quality products with the finest materials available, superior craftsmanship, durability, innovation and exceptional design with practical functionality. Description Values: Social Responsibility: Our company dedicates itself to living up to its responsibility in social service by giving job opportunity to the Filipino people. It is also environmental friendly, because our products are tough and long lasting that will be enjoyed for generations. Passion for Excellence: We believe in having a passion for excellence in making high quality products. Attention is paid to the smallest up to the biggest detail. We ensure that we meet the individual needs and lifestyle of our consumers. Innovation: We are committed to continuous discovery of new ways by which we can deliver the highest standard of quality, design and sophisticated style of wide range of bags. Customer Focus: We are selflessly dedicated to delight our customers and build a lifelong relationship by creating a solution for every travel needs. Expertise: We will constantly upgrade our craftsmen competencies in the areas of s ervice, technology and research. This will be the key driver to sustain our company in the industry. Manufacturing Highquality products is about choosing the best components and incorporating superior design. Basic info Founded
1978
Products
Our products consists of bags that fits every lifestyle, these includes backpacks, gym bags, laptop bags, clutch bags, belt bags, shoulder/messengers bags, school bags, stroller bags, lunch bags and mountaineering bags. For inquiries you may call us at: 3622080 / 3611820
Loc. 10 for Customer Service Loc. 63 for Career Opportunities Loc. 40 for Sales Loc. 16 for Marketing For customer repair: Our repair Service Center is located at 135 Sgt. Rivera corner Banawe, Quezon City. Operating hours: Mondays to Fridays 8am to 4pm Saturdays 8am to 3pm HAWK PRODUCTS ARE FULLY GUARANTEED AGAINST ANY MANUFACTURING DEFECT. If a product fails due to manufacturing defects, please return the product along with proof of purchase, we will repair the product without prior change or replace it at our option. The warranty does not cover by accidental damage, misuse improper care or alteration, or the natural breakdown of material that may occur after extended use of the product. However, Hawk does not have a repair and service center for that unavoidable wear and tear and will be able to repair any Hawk item for a reasonable fee. SUSTAINABILITY STARTS FROM PRODUCTS THAT LAST. Durability is the reason for our products creation. Products that carry the brand HAWK are tough and long-lasting. And long-lasting products need to be replaced less often. Reducing our waste. So the planet and products will be enjoyed for generations to come.
I. Situation Analysis A. External Analysis Competitive Analysis Hawk JanSport Overview: Hawk bags, a Overview: JanSport, Inc., is brand that has long been the leading designer and recognized for its maker of backpacks, craftsmanship and shoulder bags, luggage, and quality. laptop bags.
Case Logic Overview: Case Logic is a leading worldwide marketer of lifestyleoriented products.
Illustrazio Overview: Carry Your Life Style!
B. Internal Analysis Product 1. Variety in Sizes Backpacks should vary in sizes (small, medium, large) to be able to suit the school needs of the campus students. There are some who prefer to use smaller or even bigger sizes of bags depending upon the school activity. 2. Lighter Kind of Material/ Less Buckles The material used in the backpack should be lighter and softer as compared to other Hawk Backpacks used in hiking and other sports. The backpacks should not include a lot of buckles because it implies too much strength which makes it not suitable anymore for use in school.
4. Stylish yet sophisticated designs and styles Teenagers prefer designs that are stylish and are in trend. This includes backpacks with only one or two complementing colors that establish sophistication. Printed designs like animal print, vertical lines and the likes can also be used. Price The same pricing strategy as the former will be used since it is the best way to penetrate the market share of the competitors. Hawk backpacks range from 699 pesos to 2000 pesos. Place Since SM Malls are the primary distributor of Hawk backpacks, much emphasis will be put on department stores of Ayala Malls, Robinson’s Malls, and most especially to Hawk concept stores nationwide. Positioning Hawk exists to be the number 1 choice of campus students and the top-of-mind brand of backpacks, which provides sophisticated products with outstanding style, designed for durability, flexibility, and functionality at an affordable price. Problem: How do Hawk backpacks expand brand awareness through smart marketing strategies and power brand positioning and totally inc rease brand equity? Specific Objectives: 1. To establish brand awareness to students ages 13-19, in the Philippine Metropolitan Areas who are early adopters but are non-users of Hawk Backpacks. 2. To establish interest and attract students ages 13-19, in the Philippine Metropolitan Areas who are early adopters but are non-users of Hawk Backpacks. 3. To encourage purchase of Hawk Backpacks among students ages 13-19, in the Philippine Metropolitan Areas who are early adopters but are non-users of Hawk Backpacks. 4. To establish brand loyalty through customer retention.
5. To totally increase brand equity of Hawk Backpacks among students ages 13-19, in the Philippine Metropolitan Areas who are early adopters and are already users of Hawk Backpacks.
C. SWOT Analysis
II. Integrated IMC Recommendations 1.
IMC Strategies and Programs
Advertising 1. Television Ads/ Radio Ads A 25-seconder TV ad will be aired on the first six months of strategy execution. Networks like ABS-CBN, TV5, GMA 7, ETC, News TV 11, and Studio 23 are where the ad will be shown 1. The radio ad for Hawk backpacks will also be placed on top rated radio programs admired by teenagers (See Exhibit 1).
2. Print Ads/ Transit Ad (Bus, MRT, and LRT) Billboards will be placed along EDSA and Taft Avenue where it can be exposed to a massive amount of college and even high school students. Other print ads will be placed on the façade of SM Malls in the metropolitan areas 1. 3. Escalator Ads An escalator ad aims to advertise and showcase the different designs of Hawk bags available at all SM Department store and Ayala Mall. The backpack will be divided into two; the lower part of the backpack will be pasted on the base of the escalator while the upper part is the different designs of the Hawk backpack located in the steps. It guarantees longer exposure and can captivate audiences especially college students hanging out with their classmate or family 1. Direct Marketing Hawk Backpacks shall give away discount coupons to students present at the College Day Events nationwide. Discount coupons can be presented to all leading department stores nationwide and Hawk Concept stores, valid from February to December 2014.
Sales Promotion Hawk Backpacks shall tie up with National Bookstores nationwide and offer big chances of winning in “Buy a Book, Win a Bag” Promo. A purchase of any book in any participating branch of National Bookstore will give customers a chance to win a Hawk Backpack and a chance to be one of Hawk’s Teen Ambassadors. Promo shall run from June to October 2014. Public Relations Hawk’s commitment to deliver high quality products doesn’t stop inside its stores. Online public relations campaigns about Hawk’s dedication to excellence shall be written and posted on a variety online networking sites often visited by young people, such as Facebook, Twitter, Tumblr and Instagram. Events Marketing Hawk College Day This marketing event aims to reach the students of universities by inviting them to an event sponsored by Hawk. College Days will held in chosen schools and universities nationwide starting February to March 2014. Hawk Backpacks can also set up their own bazaars within the venue. Official Sponsorship in the UAAP/ PRISAA and Cheer Dance Competitions Hawk shall be one of the sponsors of University Athletic Association of the Philippines (UAAP)/ Private Schools Athletic Association (PRISAA). Sponsorship increases awareness and recall to the target segment 2.
Annual Marketing Competition Marketing Analysis Hawk bag believes that the key to their success is the quality of their p roduct they are offering, that’s why they choose the best materials, and create products with consistent quality and reliable performance. Hawk bags ensure the excellence of products by their rigorous torture testing and strict quality controls throughout the entire manufacturing process. Business Propositions Key Planning Assumptions Hawk Company will more progress the distinctiveness of the product after this marketing plan implemented. Customers will select Hawk Bags as a robust brand since they distinguish what to anticipate after purchasing the product. The outcome of this marketing plan can be the fundamental evidence for all customers and Hawk Company considering the components in the consumer evaluation of the Hawk Products This plan will undertake Hawk products gain prospective clients/ customers by giving them the Hawk’s products edges among competitors and imitations that provide ideas, making the purchasing of Hawk Bags easier. The furthermost significant assumption of this plan is to verify that by the use o f our marketing strategies it can help increase company sales.
Market Objectives Increase brand awareness by using different advertising strategies and techniques Provide an easy access thru website in accepting online order and to serve customers better Do sponsorship and tie-ups with other known companies Add and develop a high convenient place to secure customer’s brand loyalty and to become more conducive Strictly ensure the quality of products to secure and increase its brand image
Market Size The target market of Hawk Bags is primarily youth, and teenager raging 10-35 y/o in all genders with purchasing power. The promotions and advertisements explain how company targets the large size of market. SWOT Analysis Strengths 1. It has durability that will last for a period, 2. The Hawk bag’s issue a high quality bag’s with a much affordable price 3. Hawk bag is one of the bag brands who are competing against higher companies in term of its market sales Weaknesses 1. Poor brand equity 2. Low product retention 3. Lack of branches that offering the product
Opportunities 1. Hawk’s brand image is an ever-revolving door opening for re-branding and new promotion/marketing tactics to be explored. 2. Participation in high demand industry 3. Hawk bag’s company hold marketing plan competition in every marketing organization’s to maximize young marketing professional’s “innovative ideas across the nation”. Threats 1. The competitor companies that offering their product to huge known markets (e.g. SM Dept. Store) 2. Most of the time consumers patronize imitation products rather than the original one because of its same quality at a cheaper price 3. They are able to promote Hawk bags but it does not create impact to their target market Marketing Strategies 1. Create your Own Bag This marketing strategy will create noise to market. For the very first time, Hawk will launch a project wherein the customer itself will create his/her own designed bags also we can build good relationship, which leads in brand loyalty. 2. Seasonal Backpacks This marketing strategy will entice consumers because of its unique designs that depend on the current season
“HAWKADEMY” Its objective is to produce a campus bag with unique and fab designs for teenager with affordable price and assurance of its durability, which will be launch this school year. “Hawk meets summer” This project will be launch in
summer season. Hawk will offer
hot designs that will fit to your summer outfit “Hawk at Heart” This project will be launch during the valentine season,
the season of love, you can’t just feel it around but you can bring it with you, by wearing the hawk at heart bag. 3. Water proof backpacks This strategy will help to increase the market sales of the company as well as its brand image. College students as one of our target market having a hard time on how to secure their thing usually in rainy days because most of the time college students still have classes even if there’s a typhoon. Let’s make Hawk Bags answer their problem. Contingency Plan 1. Couple Bags This couple backpack endorse by Hawk was inspired by the couple t-shirt that is demandable to the market nowadays and being patronized by the couple teenagers. This backpack will launch a new design quarterly for more choices for teenage couples 2. Fashion Trends ‘13 Hawk Bag will do tie-ups with other known companies and hold an event which will promote their back packs together with Tie- up Company’s product. (e.g. shoes from Parisian, clothes from Bench)
Action Plan
SOURCES: 1. 2. 3.
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