8. Marketing plan
8.1 Marketing Objectives
8.1.1) To build brand awareness to our brand and product. When export to Japan, we have to make people remember and aware of our brands and products. After that customers are likely to be interested and would like to try our product. Our goal is to raise awareness of 70% of our brands in Japan.
8.1.2) To reach new target audience and expand Cheraim brand and products to the global market.
8.1.3) To make Cheraim’s products meet the needs of customers in Japan and increase sales to 70 million within 2 year.
8.2 STP
• Segmentation variables
As a growing number of customers and a broader range of customer preferences and the competitors that are competing with us are getting more and more in the market. The market segmentation has become so important in the business or marketing plan. The four bases for
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We will use the Attribute or Benefit to positioning product because our product is Cher-aim balm that made from natural Thai herbs and products are 100% Organic Pure Essential oil, free of chemicals. It can help the people who have problem about sprain and muscular pain, swell cause by insect sting, scalding and itchy skin, and rheumatic pains which is the benefit to the customer that want to solve these problem. The representative of the brand as the slogan “Say no more without Cheraim balm”. For positioning strategy, Cher-aim balm will use local consumer culture positioning. It’s the strategy that tries to produce product specifically for local people. Generally, in Japanese culture people like to use herbal to treatments and then our company will adapt and customize our Cher-aim balm according what Japanese like. To attract customer's attention, we use both language in Japanese and English, the product will adapt, making for the right price and it is also beneficial to the health and daily use of