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Marketing Plan For Hallmark New Product

6824 words - 28 pages

1

Executive summary

T

he new service line of event consulting services, Eventian, is the perfect solution to
Hallmark’s problems of limited product portfolio and lack of localization, which may
hinder the company’s further development in this market. Little competition and

consistency with Hallmark’s culture and values will facilitate a rapid growth of this new brand.
Eventian aims to cater increasing needs of emotional expression among friends and families in
today’s highly competitive and fast-pace working environment, where more and more people
find it difficult to spare time and energy to connect with their loved ones.

The primary marketing objectives are to raise ...view middle of the document...

............................................................ 11
2.5 SWOT Illustration ......................................................................................................................... 13

3.

Market objective .................................................................................................................................. 14

4.

Marketing Strategy .............................................................................................................................. 15
4.1 Target Markets .............................................................................................................................. 15
4.2 Differentiation and Positioning ..................................................................................................... 17
4.3

External Marketing .................................................................................................................. 18
4.3.1 Service Strategy ................................................................................................................. 18
4.3.2 Pricing Strategy .................................................................................................................. 19
4.3.3 Distribution Strategy .......................................................................................................... 21
4.3.4 Integrated Marketing Communication Strategy ................................................................. 22

4.4

Internal Marketing ................................................................................................................... 24
4.4.1 Culture and value ............................................................................................................... 24
4.4.2 Employee motivation ......................................................................................................... 25

4.5

Interactive Marketing ................................................................................................................ 25

5.

Control................................................................................................................................................. 25

6.

Conclusion........................................................................................................................................... 26

7.

Reference List ..................................................................................................................................... 28

8.

Appendices .......................................................................................................................................... 29

3

1. Introduction

With comparatively large market share and high brand awareness,
is heading for prosperity in Hong Kong. But increasingly changing
environment and fierce competition pose a big question for the company: can it sustain growth
and the...

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