Anthony Principato Luke Heller Michael Paglino Tyler Monteros

KRES Deodorant and Antiperspirant

Summary KRES creates and distributes antiperspirant deodorant product for Men between the ages of and 18 to 35. This marketing plan illustrates our target markets and strategies used to get customers to purchase our products and maintain a solid revenue stream. Our focus is to create a unique and edgy product for the middle aged gentleman, who, not only sees style as an art, but also views style as a way to express ones true identity. Our product has been designed to fit the higher class male with swagger and style that is unattainable by most others. We target our products to reach the pristine gentlemen of gentlemen, who achieve above and beyond the social norms of the average male. Our creative and progressive marketing and business strategies are implemented in our products to give men a sleek and stylish way to look at deodorant. Deodorant will no longer be viewed as standard toiletry product when shopping, but will be viewed as a product that allows one to have a competitive advantage over other men in the competition of attracting women. This ahead-of-its-time fashion trend KRES is setting also gives our company an immense advantage over most other deodorant companies. Vision To help our customers find comfort ability, confidence and swagger through our outgoing stress free deodorant products. The KRES lifestyle is what all young males aspire to obtain while keeping their individuality and uniqueness as well. Objectives Generate profitability within one year. Develop and maintain other grooming products by end of year 2. Move to global markets within 5 years.

Target Markets

Anthony Principato Luke Heller Michael Paglino Tyler Monteros

Our target market is males ages 18-35 who take pride in being a classy gentleman. Our customer ages 18-25 are those who are in college or who are just entering the workplace. This demographic is a key demographic to KRESs success as a company. If this demographic can be captured then KRES will have long term relationships with these males. We want this demographic to be striving for something better in life and obtaining perfection, swagger, and confidence. Customers who are ages 25 -35 are the second of our target market segmentation. This market will be obtained through our relationship marketing from our first demographic. This is also a market where these males have already established themselves in their professional careers and have more income to spend on a up-scale product like KRES. FURTHER: A man who takes his style as seriously as his work; A man who is constantly look for better ways to amplify his swagger and better his style; A man who is not afraid of the challenge to seek out the most beautiful woman in the room and confidently talk to her; A man who simply knows he has the ability to attract any female. Customers are typically single and living in large populous areas with trendy and outgoing friends and relationships. These males are often in college, just out of college, or amidst their professional career. Our product targets a wide range in audience, being able to be viewed as stylish to young adults, as well as to 35 year old males. Marketing Strategies The concept is to create fresh new ideas for marketing deodorants. Tapping into the urban youth of our nation is what KRES is going to demonstrate through various distribution channels that young males frequently access. These channels include email marketing, magazine ads, television ads, and e-commerce.

Anthony Principato Luke Heller Michael Paglino Tyler Monteros

Allowing our customers to associate themselves directly with our product is something that KRES is trying to achieve. The idea of becoming fashionable and unique brand is what our strategies are going to focus on. Not over producing and not over advertising our product is essential to our companys success. Advertising on television channels that are targeted towards more educated and a higher income audience is important. Magazines such as GQ, Sports Illustrated, Mens Fitness, and Playboy are areas in which we feel will fit best to our overall marketing strategy. KRES also has a website were email marketing, Face book, and mobile devises will all be integrated under marketing management. Product, Place, Price, Promotion PRODUCT KRES Deodorant would be able to create a brand name that would be synonymous with being a classy guy and using the product that will deliver those results every gentleman would be looking for. We want our product to not only be a great smelling long-lasting deodorant, but we want to become synonymous with being in a suave group of men, who can relate to each other through our product. By delivering a sleek deodorant stick, we hope to attract men from 18 35, that are upper-working class men (or strive to become). The quality of our product is going to be determined by performing multiple random samples of new scents, and testing the products ability to be determined an anti-per spirant deodorant. We plan to do these tests in controlled areas where we know our target audience will be located (which will be discussed later). Primary and Secondary Research Primary we will, mainly, be conducting focus group interviews. This is going to show us what scents people like, what designs and aspects of

Anthony Principato Luke Heller Michael Paglino Tyler Monteros

the product people like/dislike and how what recommendations people have for our product Secondary environmental research will be conducted in all our market segments to see what tests best and what products, that are already available, are doing well. The safety of our product will be determined by several controlled tests by our research and development team. The manufactures will be asked to make a case in which the deodorant will be physically presented for sale purposes. The case will be white and black, with old English writing describing what scent (right now we have only developed original). There will be a 2 day warranty on our product, if you arent impressed or satisfied with the way KRES Deodorant makes you feel throughout your usage, then with the presentation of a receipt you will be granted a 48 hour warranty. PRICE

Our pricing strategy will be based on how much it costs to manufacture a product that will ensure satisfaction and be able to compete in the U.S. market. Therefore, our product is going to cost more than an average deodorant not because the profit margin will be higher, but because the amount of money put in; via research and development, and also manufacturing and distribution. Our targeted retail price range is from $20-25 per stick of deodorant; however, wholesale pricing will be available for our targeted retailers. We will be promoting sales on certain holidays such as Valentines Day, Christmas, and other undetermined holidays.

To gain recognition and gain market share our prices will be higher than those such as Axe, Speed Stick, and Gillette. Our product is going to be portrayed as a weapon of seductionsimilar to Axe, however, ours is going to target the men in suites rather than in jeans.

Anthony Principato Luke Heller Michael Paglino Tyler Monteros

Kres ($22.00) Chanel ($34.00) Lacoste ($10.50) Gillete ($7.90) Axe ($5.60) 0 10 20 30 40

Price (Per dollar) PLACE When we first test our product we will be putting small samples in specific areas that our targeted audience will be believed to frequent, such as golf courses, colleges, Barber shops, and other selected areas. Secondly, once we get feedback from these selected distributions we will pick a scent and start advertising. We will start by putting ads in magazines and utilizing the internet market. Our product warehouses will be located locally with the distribution capabilities to be able to reach our five targeted major cities (Boston, Miami, Los Angeles, New York City, and Chicago).

PROMOTION

(See ad and promotional event) Our promotion will be pull advertising, which will draw our customers attention to a new sleek deodorant product. We will begin advertising by making fan pages on social networking cites and word of mouth. Secondly we will target magazines that our customers will be known to read, such a Mens Health and Fitness, Sports Illustrated, etc. Also our television ads will be on channels that our targeted consumer will be viewing as well, so that we can be sure we are not advertising to un-likely customers. Also we will be holding promotional events in each of our targeted cities Competitive Forces

Anthony Principato Luke Heller Michael Paglino Tyler Monteros

Our company is unique in that we are making a fashion statement and allowing our customers to wear a deodorant that is cool and trendy. Most companies do not have the creative assets that KRES possesses to attract our nations youth. Other companies such as Chanel, Gucci, and Polo focus on a wide range of products such as clothing, sunglasses, and merchandising. KRES is considered underground and is trying to stay at the forefront of male hygiene as a trendy and cool product. Keys to Success Being able to produce and distribute our own products is what will make our company successful. The young creative brain trust is allowing us to tap into markets that will keep us in the minds of our customers. Our ability to mold deodorant into a product of style separates KRES from other competition undoubtedly. Deodorant, until recently, has only been considered by producers, a simple deodorizer whose order winners. Our constant loyalty and relationship strategies will allow KRES to develop and evolve for years to come. Each of our postings to our social media sites will include a tractable link so we know how many people click on each post. This allows us to analyze data and incorporate it to our marketing strategy. Traceable links within our email messages will also allow us to track activity. These links will be directly connected to our website and promotional advertisements online. Allowing our customers to be connected to our product and being associated with such a high end brand is our goal. SWOT Strengths

A new deodorant that is trying to attract men that are 18-35 years old. Promoting the product in the major cities (Los Angeles, New York, Boston, Chicago and Miami) where it is considered Trendy.

Anthony Principato Luke Heller Michael Paglino Tyler Monteros

The product will not be selling in smaller cities meaning it will not be over produced. We provide quality and fashion with KRES deodorant. Our product is very trendy. Our unique scent promotes swagger and confidence. The underground aspect is something that will appeal to fashionable markets

Weaknesses

KRES is a second mover. Advertising will be hard for KRES since the big designer brands already control the market. They have commercials, magazine ads, and even billboards. It will take some time for KRES to build customer loyalty but we are confident in our product and service.

Opportunities

If KRES deodorant takes off in the American market we could possibly think about going international with the company.

We only focus on one product, deodorant. Other companies like Gucci and Channel make clothes and other products.

Threats

We know that other companies already have themselves established for several years and customers might already be committed to a certain brand.

Customers might not be quick to jump on the KRES brand

Anthony Principato Luke Heller Michael Paglino Tyler Monteros