Marketing proposal for a new product Essay

Antwerpen Imporor Co., Ltd, a filming consequence company in Belgium, received the sales license of a in the raw gritty-class make of shoes named Lightfoot recently. The Lightfoot was developed to signifi sterntly improve the mood of to daytimes emotional state style.Lightfoot allow for be positioned as a high-end harvest-home both in fashion style and comfort. The fruit will be sold via company website, and 5 stores located in Brussels, Antwerp, Ghent, Brugge and Leuven. The product will be launched to foodstuff by August 2003.The potential merchandise for Lightfoot is very promising in Belgium. Belgium has the 6th highest per capita income in the world. In 2002, Belgium had a per capita rate of approximately $22,941. As a result, Belgians enjoy a high level of disposable income and let the financial means to consider life style, the strongest growth sector in the Belgian expenditure. Future consumption market should still continue to increase.The financial projection fo r year 1 is a net margin of 2,825,000.00 EURO.The existenceagement and sales force team members have a strong background in the fashion industry. The General motorbus was former the former business development manager for Shoeslock, the Director of gross sales and Marketing was formerly chief sales manager for Nike Belgium.ObjectivesMission To lead the market of quality shoes/fashion industry in Belgium with an inclination of achievement in both grade names and profit.TargetIn the first financial yearlto circulate the medium selling expense at an average of 225.00 Euro for ladies, and 265.00 Euro for Gentlemen respectivelylto reach the total sales of 8,675,000.00 Euro as the derangementlto reach a 75.00 Euro of net margin for Ladies, and 85.00 Euro for Gentlemen respectivelylto adopt a 30% of the market sharelto build the public scratch awareness in the fashion industry of BelgiumIn the second fiscal yearlto reach a 20% increasing of the saleslto reach a 20% of the net ma rginlto occupy a 35% of the market shareValueThe product is definitely out to spoken language the needs of the high-end consumer, who is willing to pay more for quality. In the particular market,the Lightfoot provides consumer, who cares close to introduction and quality of life style, a combination of highest quality product and excellence of design, at a relatively high price.Mea sure as shooting of masteryThe minimum price of sale will be at 225.00 Euro for Ladies and 265 Euro for Gentlemen. The turnover for the first year will be 15,000 pairs of lady shoes and 20,000 pairs of man shoes with a net margin for 75 Euro per pair of ladies and 85 Euro per pair of gentlemen.MethodologyOur sales strategy is based mainly on making the right information available to the right target customers. We cant afford to sell people on our expensive product, because nearly do not have budget. What we really do is to make sure that those who have budget and appreciate the product know that it e xits, and know where to bring forth it.The marketing has to convey the sense of quality and fashion in all picture, every promotion, and every publication. We cant afford to appear in second-rate catalog with poor illustrations that make the product look little than it is.Promotion StrategyThe product will be promoted heavily at the 2003 Fall fashion Show in October, to begin to build brand awareness in the overall fashion market. A special indeterminate invitation session and cocktail reception will be held at the end of day of the fashion show to introduce and demonstrate the product, focusing on its design and value.A direct mail campaign will begin right away following the fashion show with special limited pricing discounts for those on the mailing list who also attend the special demo session.