Group 1:
Sherrie, Zoe, Vicky
Topic: Middle-cut socks.
Target audience: High school and university female students
Many youngsters buy things not only from shops, but also on internet. Nowadays, most of them have the computer and like surfing the Internet. They occupy a certain proportion of the online shopping market. The reason why we choose female student is because we, as the university students, know what the girls may want to buy. For the male student, we may not know their need as much as the female’s. Therefore, to increase our possibility of having a good selling, we choose the high school and university female students as the target audience.
Proposition: Middle-end, Contemporary
We want to give audience a good image and good sense of fashion in order to persuade them to buy our product. Therefore, our proposition is middle-end and contemporary.
Goal: Sell all products and make a little profit
Our main goal is to sell all products in the specific period. This means that we have successfully making a little online business. Besides, we hope we can sell the product in a higher price which in fact the cost of the product is very low. This means we are successful in the marketing strategy (The repacking strategy). And making a profit is :
Tone and Manner: Smart and stylish
Our target audience is the high school students and the university student. They care about their appearance very much. They want to become more smart and stylish and attract others attention. This tone and manner make them feel our product is very cool and trendy. As they do not want to be old-fashion, they will try to find out something new and hot. Therefore, Smart and stylish tone and manner can attract their attention more easily.
Product: Middle-cut Socks
Our target audience is a kind of maintain their image among their lives. One of the key aspect to present themselves is the items that they put on whatever clothes, accessories etc. Among lots of accessories, the middle-cut socks are chosen. As the autumn and winter is coming, socks is a kind of “Must have” item to outstand the style and image of our target audience.
Price: $25 for each pair
There are two main factors considerable for setting the price. The first one is the research results, normally, the price range is $15 to $55 available on Yahoo! Auction.
Since we aim at middle-end, a relative price at middle level is preferred; another factor is the re-packaging or add-ons packaging, so the cost will be increase. To have a balance point, $25 is neutral.
Place: Yahoo! Auction
As usual, selling products on an online auction platform is needed. There are several auction platforms providing to hongkongers, such as EBay, Yahoo! However, EBay is focusing on the market of foreigners like Europe . Also, there are most Asian in Hong Kong , the Yahoo! is so familiar to them, a sense of belongings is created. In order to approach our target audience, Yahoo! Auction is the better choice.
Promotion
Internet is the most popular channel in our target group and we can reach them in Internet very easily. Therefore, we would like to use a set of Internet promotion to promote our product.
1. Yahoo! Auction
Yahoo! Auction is the most popular website for online shopping in Hong Kong and our product will be sell in there. It means that Yahoo! Auction is the point for purchase. We should have a better design for the webpage, so that increase their motivation to choose our brand when facing a dozen of competitors.
2. Facebook
Facebook can catch the eyes of teenagers easily. However, facebook contains a lot of information. To pop out from others promotion, we will have some interact promotion, for example the “tagging photo game”, so that more target audience will be involved and being attracted.
3. Fashion Blog
Socks are a part of fashion. Some target audience may think that our socks are very cool, but they do not but because of no idea to wear it. Therefore, we will open a fashion blog so that people can know how to mix and match. This action can increase the motivation to try and buy the socks.
