Marketing Plan King Of Shaves Essay

Marketing Plan King Of Shaves Essay

Length: 1902 words (5.4 double-spaced pages)

Rating: Powerful Essays

Open Document

Essay Preview

I. Executive summary

King of Shaves (KOS) is a British-based shaving, skin care and grooming brand founded by Will King. King incorporated KMI (Knowledge & Merchandising Inc. Ltd.) on April 13th 1993. It is KMI which owns the King of Shaves brand, along with other “premium-mass” toiletries brands. King of Shaves is sold internationally at the company's web site and through retailers worldwide. The brand's principle markets are the UK, USA, Australia, Scandinavia and New Zealand.

II. Current marketing situation

A. Market overview

i) Market demographics and needs
2.1.1 Market Demographics
• The immediate geographic target is the countries UK, USA, Australia, Scandinavia and New Zealand
• Principal customers are men.
• High income
Behavior Factors
• Good hygiene habits
• Concerned with appearance
2.1.2 Market Needs
King of Shaves seeks to fulfill the following benefits that are important to their customers.
• Quality: only sell products that can prove the quality
• Accessibility: People can easy by the products, by net or by the retailers that are increasing.

The life style is being more troubled and the need to have good looking is increasing, which makes the society more demanding and increases the integration need.
The main users of King of Shaves products are men, but with the launch of products for women, they started to be consumers too.
Users have good hygiene habits; they are concerned with their appearance and spend money to be more beautiful.
These clients are very demanding and always want a good product, so King of Shaves has a concern with the products’ quality. The product itself is made for and to be used by the company.

ii) Market trends and target ma...

... middle of paper ...

...omponent we do not have any information.
For last, the initial structure was very simple and composed only for four people and today is composed by twenty-three people.

B. Marketing organization

Package and production manufacturing is done at sites located in Holland and Austria. The uncharged persons for the marketing activities, responsible for coordinated the R&D, design, development of sales support material, logistics and procurement are Will and Herbie.

C. Contingency planning

Difficulties and risks:
• An already established competitor that chooses to compete on quality.
• Overly aggressive and debilitating actions by competitors.
• Problems developing brand awareness
• Economy entrar em recessão
Worst case risks may include:
• Determining that the business cannot support itself on an ongoing basis.
• The inability to reach profitability

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Essay on Internet Marketing Plan

- Contents Page 3 Situation 3 4 Strategy 5 Tactics (Marketing Mix for Pure France) 6 Control (Performance measures) 8 Customer reach, loyalty and retention (E-CRM)........   [tags: E-marketing plan]

Powerful Essays
2986 words (8.5 pages)

Essay about Burger King Marketing Analysis

- Burger King’s core competency is fast food restaurant franchises specializing in made to order, flame-broiled hamburger sandwiches, particularly the “Whopper”. Using the strategy of industrial organization to capture market share Burger King offers a similar product (hamburgers) in a different way (flame-broiled). This strategy of product differentiation is part of the firm conduct category that Burger King uses to set itself apart from its competitors. In order to compete with its fast food competitors Burger King accentuates its core competencies in its marketing and product strategies, thereby leveraging market share....   [tags: Marketing ]

Powerful Essays
1062 words (3 pages)

Marketing Implementation Plan Essay

- Marketing Implementation Plan Kudler Fine Foods has designed a market research plan that includes using data collection tools to assist them in determining and improving their level of customer service. The data the company collects from the research tools will help determine a future marketing plan that appropriately positions their product and resonates and connects with the customers Kudler is trying to attract. Each of the tools selected will provide Kudler with insight into the customer behavior and opinions of Kudler’s customer base as it relates to customer satisfaction....   [tags: Marketing ]

Powerful Essays
1770 words (5.1 pages)

Marketing Plan Essay

- Marketing Plan Introduction. I have been commissioned by the manager of Scottish lemonade ltd as a marketing consultant to conduct research into their product range and markets and report back to him on the findings. Due to the lack of their marketing expertise they requested a report to include any ideas and suggestions as to how the research can help the company expand its sales in the future. Scottish lemonade ltd also require me as a marketing consultant to help them develop their existing products, expand into future markets and advise on the creation of new product ranges for the company....   [tags: Business marketing Plan Development]

Free Essays
993 words (2.8 pages)

Marketing Plan Essay

- AN IDEA FOR AN ADVERTISING CAMPAIGN AND THEIR EXPLANATION In today's very competitive marketplace a strategy that insures a consistent approach to offering a product or service in a way that will outsell the competition is critical. However, in concert with defining the marketing strategy it must also has a well defined methodology for the day to day process of implementing it. It is of little value to have a strategy if you lack either the resources or the expertise to implement it. In the process of creating a marketing strategy it must consider many factors....   [tags: Marketing]

Powerful Essays
1285 words (3.7 pages)

Essay about The Role Of Situation Analysis For A Marketing Plan

- Situation analysis becomes increasing important for a marketing plan development. This essay aims to explain why it is so important and what factors it focus on and finally, a guild list is present and justify for the construction of an effective situation analysis for a Marketing Plan of J Boag & Son Brewery. Analyzing situation prior a strategic decision is critical for generating or sustaining competitive advantages, especially when facing the dynamic environmental trend which can affect corporations’ performance positively or negatively....   [tags: Business Marketing Analysis]

Free Essays
1445 words (4.1 pages)

Marketing Plan For Starbucks Essay

- Introduction The purpose of this paper is to describe the attributes of the Starbucks Chai Tea and energy drinks in detail. The pace at which this product will move through the product life cycle will be described as well as the factors that will impact its movement. Also, details on how the product life cycle will impact the marketing of the Chai Tea and energy drinks will be identified. The positioning and differentiation strategies for this product will be identified. The appropriate price strategy to be used will be described....   [tags: Starbucks Business Market Plan ]

Powerful Essays
1677 words (4.8 pages)

Essay on Marketing Plan

- Marketing Plan 1.0     Executive Summary The consortium of Memphis community theatres including Germantown Community Theatre, Theatre Memphis, Playhouse on the Square, Circuit, TheatreWorks, Harrell, and Arlington Arts Group provide immeasurable value in increasing cultural quality of life in the community. By working together with a strategic marketing plan they can increase the audiences from 60% to 75% of capacity, while building strong support for the years to come. Memphis corporate leaders support the arts, including the community theatres, to ensure that Memphis is a place the best and the brightest will come to work and live....   [tags: Marketing Business Essays]

Powerful Essays
3336 words (9.5 pages)

Marketing Plan Essay

- Marketing Plan Executive Summary This paper aims to summarize the plans and strategies that will increase the sales/ rentals of the Unidiz Suites. The Unidiz Suites, unlike any other dormitories/ apartments offers male/female room for rent and accepts male/female bed spacers. Dorm rooms can be double or quadruple-occupancy occupancy in size. In some cases, three people can live in a quadruple occupancy or one person in a double occupancy room. It has one public comfort room on the first floor and provides private toilet and bathroom in each room....   [tags: Business Marketing Strategy]

Free Essays
1917 words (5.5 pages)

Marketing Plan Essay

- Marketing Plan Current Market Situation An opportunity for Western Slopes's success exists because the national tourism and travel industry is growing 4% and adventure travel 10% annually. According to the Department of Commerce, the US travel and tourism industry is the nation's third largest retail industry and will be number one by the year 2000. Revenues from travel have increased approximately 100% in the last decade with US travel agencies producing over $100 billion in revenues each year....   [tags: GCSE Business Marketing BTEC Coursework]

Powerful Essays
727 words (2.1 pages)