Marketing Plan for Hallmark New Product

In: Business and Management

Submitted By daanuihk
Words 6824
Pages 28
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 the brand awareness among target customers to over 90% and to achieve a market share of over 50%. The primary financial objective is to gain net profit of HK$670,000 by the end of the third year.

2

Table of Content
Executive summary ....................................................................................................................................... 1
1.

Introduction ........................................................................................................................................... 4

2.

Situation Analysis ................................................................................................................................. 4
2.1 Company & Products Introduction ................................................................................................. 4
2.2 Market and Target Customer .......................................................................................................... 8
2.3 Competitor Analysis ....................................................................................................................... 9
2.4 External Environment Analysis…...

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