Cardsmax Marketing Plan for Martha Stewart Clean Essay

Cardsmax

Marketing Plan for Martha Stewart Clean Brand in Japan

Marketing Objectives

Introduce Martha Stewart Clean Brand in Asia (Japan) and increase brand awareness by at least 25%

Increase advertising and initial sales by 30% in the 1st year

Increase brand equity evidenced by unsolicited purchases and additional information requests.

Financial Objectives

Reach profitability by the first season.

Maintain a pricing competitive to other eco friendly brands in the Asian (Japan) Market.

Generate sufficient revenues to maintain facilities in the area and keep overall cost low.

Target Marketing

"Martha Stewart Clean" (MSC) products will be targeting the middle class Japanese demographic. MSC is targeting college aged to middle aged individuals as they are most likely to be in charge of cleaning and most likely focused on using products that are eco friendly.Younger homemakers are also more likely to purchase MSC products themselves. MSC will also be targeting homes that have teenage and small children where there is a focus on using products that are not caustic and environmentally friendly.

The median income is $19k (Wakamatsu-Cho, 2008, p. 1), just enough to have disposable income for the care and upkeep of his or her home. Lastly, white-collar families will be targeted instead of blue-collar families as the blue collar families are more likely to utilize cheaper caustic alternatives because of pricing or may not use products akin to MSC because they are unable….....