Deadlines
2020 High School Business Language Competition
Marketing Plan Prompt
HSBLC 2020 Marketing Plan Challenge
Focus Product: Woven Pear Socks
PRODUCT LINES: Women’s (Crew, Shorty, No-Show Socks), Men’s (Crew Socks),
Children (Kid Socks)
Woven Pear is interested in knowing how to better market their various sock styles (Crew, Shorty, No-Show, Kids). They have recently expanded into foreign markets, and desire to know how to change or improve their current marketing strategy in order to most effectively appeal to the various diverse, cultural audiences.
Your challenge is to utilize Woven Pear’s current product and company information in order to develop a marketing plan geared toward your target audience. The target audience (demographic) will vary based on your competition language: your team will focus on the world population that speaks your language. For example, if you are an Arabic team, focus your marketing efforts towards Arabic-speaking audiences, either in America or abroad. Your target demographic can be small and specific, or wide and broad. The same formula applies for Spanish, Mandarin, and French languages.
Available resources to assist with company and marketing research:
- Woven Pear’s website: www.wovenpear.com
- Woven Pear’s social media accounts
- Sponsor Company page on the HSBLC website: https://marriottschool.byu.edu/event/hsblc2020
- Business and Marketing Information Videos page on the HSBLC website: https://marriottschool.byu.edu/event/hsblc2020
- Four Marketing P’s Guiding Questions (below)
*These questions will be helpful to consider while addressing the marketing strategy challenge. These questions should act as a guideline of thought, and not a concrete outline of questions to be answered. They focus on the Four Marketing P’s= Product, Place, Price, Promotion.*
Product
- Can Woven Pear products be expanded/redesigned for a different purpose?
- How can Woven Pear change their product materials/design/colors to resonate with a wider audience? Or can you customize products to appeal to a specific demographic based on particular colors or shapes?
- Does Woven Pear need to introduce a wider variety of products to grow their customer base?
Place
- Considering your language, do you recommend targeting specific countries?
- Which retailers should Woven Pear sell to in order to increase sales?
- Does the Woven Pear website reflect their brand image correctly? Can it be improved?
Price
- Does Woven Pear need to adjust their pricing to sell more effectively to the target audience?
Promotion
- How can Woven Pear adjust their current marketing strategy to follow current fashion/cultural trends?
- How can Woven Pear’s mission statement be communicated with customers?
- How does Woven Pear communicate their social responsibility platform to their customers? Is it important?
- How can Woven Pear incorporate their products into popular experiences and activities?
- What values or issues are important in the target culture and how can Woven Pear promote them through marketing?
- Which brands or people could Woven Pear collaborate with to help promote their products?
- Color Run Model Questions:
- What do our customers want?
- What do we want them to say?
- What are our customers saying?
- What is our experience saying?
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