Marketing plan presentation
PART B: MARKETING PLAN ON BEARD KINGS
MARKETING PLAN ON BEARD KINGS
Part B: Beard Kings Marketing Plan
Justice Callis
MKT500 Marketing Management
Strayer University
Dr. Lisa Amans
8/16/2020
Introduction
The feedback that was given in Part A was good from doing a solid job. The feedback was good in many areas for scoring high on introduction, mission statement, goals, environmental analysis and SWOT analysis. It's many areas that need to be worked on as references and citations and also not using words that were listed in the assignment instead use contractions. The feedback will show me ways to improve exceptionally well throughout the course of the paper. Using the feedback will help in certain areas that seem to need more information and being careful when paraphrasing and quoting sources. Hard part is providing only three sentences to each paragraph because you basically have to minimize and take out what is said.
The start of Beard Kings began my freshman year of college when my roommate struggled to grow and maintain healthy facial hair. He tried various products and suggestions from other men ; however, he did not have any success with growing out a healthy beard as he desired until he tried Beard Kings products. Beard Kings help men grow their beards using a line of all natural ingredients in their products. Products include beard oil, beard balm, beard wash and beard combs. Beard Kings is strategically based in New York City due to the gentrification fast paced environment , and widespread social media access. New York City allows men from all walks of life to experience the Beard King experience.
Beard Kings mission statement is to provide the best natural products suitable for any man's facial hair needs. Beard Kings main goal is to help men build their self confidence and build a self care regimen that yields positive results . The first step in growing a healthy beard is to maintain the currently healthy hair . Beard Kings is proud to be able to say all products sold are certified organic and made with natural ingredients. Being a natural based company allows the product to be used by men from all walks of life and gives the consumer reassurance that the products the consumer is putting on their face are pure, chemical free, and gentle for everyday use. Beard Kings want all men to remember that “Their beard is their bestfriend !” At the end of the day men are kings who deserve to self love!
Branding Strategy
The brand strategy for Beard Kings is to shift focus to men who want to have healthy beards. As a whole Beard Kings is providing the best products for men to help them with growing and becoming confident within themselves. Our brand name, logo and slogan speaks for itself because it's unique. Let’s go ahead and take a look below.
Brand Name
Beard Kings, was a unique name that was specified to show all men are kings. It's name speaks for itself in showing kings are powerful, confident and strong. Beard Kings is the act of treating everyone equal and kings deserve to be loved just as much as queens do.
Logo
Beard Kings logo will be designed to have the face of a beard with the crown on top of the face. The logo will be different from other competitors, beard kings decided to make a logo that stands out and catches people's eyes. Beard Kings believes making a logo with a beard and a crown shows why men are so powerful and untouchable.
Slogan
Beard Kings created a slogan that touches the eyes of everyone. Our brand designed shirts that when someone reads the slogan on the back they will understand the meaning. Our slogans are “Your beard is powerful” and “Your beard is your best friend”. The slogans have a meaning and it's simple.
Brand Extension
With extending our brand Beard Kings is turning oil, butters and comb into a new form of product. Beard Kings decided to provide beard wash which is a shampoo for men’s beards which is designed to get rid of excess hair, dirt and roughness in your beard.
Primary and Secondary Targets
Beard King's primary and secondary targets are similar to the other competitors around us. Beard Kings looks to target all ethnicities and ages from 18-45, beard kings is an equal company where people can shop from all across the world no matter what color of skin they are. Beard Kings targets men the most because our product is only designed for them. All hair products can be designed for men and women but in this case our brand wants to only target men with different types of beards. Eldering (1999) states, “In order to determine the applicability of an advertisement to a consumer, it is necessary to know something about their lifestyle, and in particular to understand their demographics (age, household size, income). In some instances it is useful to know their particular purchasing habits. To us your beard matters whether it's a thick beard, short, long, chinstrap, whatever way your beard is, beard kings will provide. With Beard Kings being located in New York it's store attracts everyone. As New York being the city that never sleeps, our store will be on a busy street where tourists, people walking up and down and the area of the spot has so much potential to gain customers on the daily. As a whole our brand wants people to buy our product and to target those that want the best product to keep their beard healthy. With Beard Kings our brand wants to know what attracts consumers and what is it the consumers want, their needs and expectations. Slater (2007), targeting the appropriate market segments (i.e., innovators, early adopters, early majority, late majority, laggards). As a company knowing who you are targeting is important, for our brand our main focus is men of all races and beard types, another is marketing towards lawyers, doctors, police, firefighters and construction workers and then to teenagers and those in college. Our secondary target will be in schools where our company will discuss how being a man in life is for kids.
Positioning Statement
For men with an eye for capturing and sharing beauty. Beard Kings is a product that delivers natural organic beard products to all ethnicities, so people can experience the feeling of a natural fragrance and soften beard. Starting of the year beard kings have developed the next step in the process of having healthy hair. You are the new look and new era of today's men. Beard Kings considers our competitors to be everyone who works with beauty products such as other beard companies, hair product companies that sell a wide range of hair products for head and face. The only difference between us and them is that we sell to not just one ethnicity. Beard Kings sells to everyone, all types of form and shape. Beard Kings also looks forward to doing local deliveries, managing packaging differently and position is to sell in different forms.
Unhealthy
Healthy
High Price
Low Price
Shea moisture men
Beard Kings
Uncle Jimmy
Healthy bristles
Beard Gents
Evans Grooming
Scotch Porter
Jack Black Beard Wash
Figure 1 Perceptual map of Beard Kings and other competitors.
Beard Kings mission statement is to provide the best natural products suitable for any man's facial hair needs. Beard Kings main goal is to help men build their self confidence and build a self care regimen that yields positive results.
Consumer Behavior of Target Market
The reasons why the brand name, slogan, logo, brand extension as well as positioning statement are right for the identified target market is because of it's compelling message. Taking a look at the perceptual map our products are healthy and low priced, our company attracts these types of customers. Think about people nowadays, everyone wants stuff that is low price and still has great quality. Especially with our company trying to attract all different age groups this is the perfect way for people to be involved and buy our products. With our slogan it attracts not just men but also women because it’s catchy. Our brand extension is top notch because every customer wants a beard wash shampoo, I believe that's what separates us from the rest of our competitors. Another thing is having our store located in an urban population then a rural population, you won’t see many customers in a rural location. Many advantages of having a store in a busy location because of improved revenue and increased marketing exposure. Blois (2000) states, market segmentation involves grouping together of customers with similar needs and buying behavior. Customers' needs with beard kings is all the same, looking for the best product to grow their beard and cheapest product.
Conclusion
The plan for Beard Kings is to target all men of different age groups and ethnicities. Our goal is to market our brand in the best way our company, that means with having an outstanding slogan, logo and making new products. Our company is willing to be better than our competitors and try to build relationships with our customers because they mean more to us.
References
Blois, K., & Dibb, S. (2000). Market Segmentation.
Slater, S. F., Hult, G. T., & Olson, E. M. (2007). On the importance of matching strategic behavior and target market selection to business strategy in high-tech markets. Journal of the Academy of Marketing Science, 35(1), 5-17.
Eldering, C. (1999). Advertisement selection system supporting discretionary target market characteristics. Advertisement Selection System Supporting Discretionary Target
Market Characteristics