Marketing Strategy

MARKETING STRATEGY

3.0 Marketing Strategy

The target market for EmEn© products is mainly for the students and campus community. However, anybody affected by the budget cuts would be the larger market. The majority of students do not always have the financial means to spend money for clothing wear. EmEn© will sell their products for a reasonable price and will be positioned as something that can be worn all throughout the year. EmEn© products will aim to advertise and sell their products at discounted price for student population. By adding on the college’s logo to the shirt, the style presents a unique look to their campus that will also promote a small competition between various colleges.

EmEn© products will be used to promote unity in the fight against the budget cuts currently being placed on the education system in Nevada. In coordination with www.educatenevada.org, an event will be planned to join together those not in favor of the budget cuts. EmEn© products will also have a website where those who wish to join in this function can purchase EmEn© products. On this website there will also be an area for students to plan out future events in order to spread the word about the detrimental budget cuts. There will also be booths on campuses around the state of Nevada, as well as posters promoting the product. This social gathering provides more then just promoting EmEn© product: this event will host students, faculty, and our community to socialize and speak our minds.

The mission is for all school related members and our community to join together and protest against budget cuts. By everyone coming together as a unit, this will give us more power to argue against any budget cuts that we do not approve. Everyone’s voice needs to be heard with providing a reasonable argument. By providing clothing that unites students, faculty and supporters together; this allows us to express ourselves and protest for something important and meaningful. Because many students come from a low-income house hold and cannot afford to pay for high college accessories, the best thing to do is to be as creative as possible.

EmEn© products will provide comfortable, casual yet fashionable footwear for students, faculty and supporters of the Nevada System of Higher Education. The look will be “laid-back,” reflecting the simple college lifestyle. No need for rind stones or feathers: these flip flops will stand out on their own. They will come in different colors throughout the year: red for fall, blue for winter, green for spring, and yellow for summer. The flip flops will run for $10.00. The matching t-shirts will follow the same color and price guidelines. However, if both flip flops and t-shirts are purchased at the same time, we will take $3 off of the total, making it $17 for both flip-flips and matching t-shirt. All of monetary transactions are for a good cause and purpose. We are protesting against budget cuts and for our school.

EmEn© products plan to join the community together by selling their products for as long as it takes for the budget cuts to discontinue. What happens after the budget cuts are no longer an issue? EmEn© can move onto other issues going on in the education community. For instance, addressing the absurdly low salary for teachers, or the understaffed schools, or even going as far as requiring more out of the state to allow people to become teachers. All of these controversy issues need to be discussed before any drastic changes occur. We need to discuss educational standards and the grading criteria. Should Nevada State College eliminate giving “D” letter grades and allowing students to pass? Several Universities have implemented the usage of giving “D” letter grades, like schools in New York, Iowa, and Chicago. If Nevada State College enforced this rule, it will force students to study more and increase the moral in our college.

The distribution of EmEn© products will be relatively easy. Products will be sourced at a factory and shipped to Las Vegas. Nevada. The city of Las Vegas has been chosen to be the distribution city because of it’s easy access. Orders from colleges all around the state will be taken. These orders will consist of how many products need to be distributed and what sizes they need. Also on this order form will be a note of the college’s logo to be added to the product. If the products are going up north to Reno or Elko, they will be shipped in bulk to the University of Nevada Reno. The University of Nevada Reno will then be responsible for getting the products distributed to the colleges in the region. If products are going to be distributed in Southern Nevada, each college will be responsible for collecting their t-shirts from the distribution center.

Advertising for EmEn© products will be all around college campuses. This will include fliers posted on community billboards, as well as smaller fliers passed out in classrooms. EmEn© will also look into advertising during the local evening news. The evening news was chosen as a good time because it is most likely that teachers that teach grades K – 12 will be home at this time. Also, professors teaching morning classes and students taking the morning classes will be home at that time. The sales promotion will be to show those higher up in the education system how you disapprove of the budget cuts. Doesn’t everyone want to be able to express himself or herself? What better way than to unite a community than to unite them through clothing! The personal selling will be at the booths, where those working the booths will be wearing the EmEn©. Ladies and gentlemen alike will be modeling the products and promoting the cause. EmEn ©products will have no problem with public relations, because almost everyone in the community doesn’t want the budget cuts to happen to education. EmEn© products promote unity, as well as education. Direct marketing will be done via the booths around college campuses. By putting the booths in large areas where students gather, more attention will be brought to the booth. Those wishing to participate more actively with EmEn© can do so by promoting the product in their individual classrooms, community, and with their friends and relatives.

3.1 Mission

3.2 Marketing Objectives

3.3 Financial Objectives

3.4 Strategies

3.5 Marketing Mix

3.5.1 Product
The EmEn© flip flops will be constructed of a recycled rubber material. They will be offered in different designs but basic style; simple straps running in a Y from the sides of the foot to the join between the big toe. The flip flops can also be customized by adding their own logo printed on the rubber sole. EmEn© flip flops will be offered in the school colors of the respective school which they will be sold at.

3.5.2 Price
Since EmEn© flip flops will be constructed on recycled material, the cost will be relatively low to manufacture. The list price for the flip flop with the thin sole, with the front cross straps and back strap will list at only $5.00 and the flip flops with the thick sole with font straps only will list at $10.00. Since this is a promotion for the school, those with student identification will be offered a 10% discount. In addition bulk orders, which are in quantities over 30 shoes, will purchase their shoes at an additional discount of 10%. The EmEn© t-shirt is priced at $10.00/pc. If purchased with EmEn© flip flops, it will be sold at discounted price of $7.00/pc

3.5.3 Promotion
EmEn© flip flops are promotional footwear to bring awareness to the importance of higher education in the state. In order to promote the footwear, EmEn© will have signs in each building on campus and hand out for students to read about the product and purpose of the product. Lastly, fifty percent of the earnings will go to their respective school to help finance programs.

3.5.4 Place
EmEn© flip flops will be sold at Nevada State College, College of Southern Nevada University of Las Vegas Nevada and University of Nevada, Reno. Also, EmEn© will look for promotional collaboration will local retailer to sell the EmEn© flip flops and t-shirts.

3.6 Marketing Research