I.

Executive Summary
II. Situational Analysis
a. Company Analysis
b. Customer Analysis
c. Competitive Analysis

A. External Analysis
Competitive Analysis:
HAWK
Overview: Hawk bags, a
brand that has long been
recognized for its
craftsmanship and quality.

JANSPORT
Overview: JanSport , Inc., is
the leading designer and
maker of backpacks,
shoulder bags, luggage,
and laptop bags.

CASE LOGIC
Overview: Case Logic is a
leading worldwide
marketer of lifestyleoriented products

ILLUSTRAZIO
Overview: Carry Your Life
Style!

B. Internal Analysis
Product
1. Variety in Sizes
Backpacks should vary in sizes (small, medium, large) to be able to suit the school needs of the campus
students. There are some who prefer to use smaller or even bigger sizes of bags depending upon the school
activity.
2. Lighter Kind of Material/ Less Buckles
The material used in the backpack should be lighter and softer as compared to other Hawk Backpacks used in
hiking and other sports. The backpacks should not include a lot of buckles because it implies too much strength
which makes it not suitable anymore for use in school.
3. Stylish yet sophisticated designs and styles
Teenagers prefer designs that are stylish and are in trend. This includes backpacks with only one or two
complementing colors that establish sophistication. Printed designs like animal print, vertical lines and the likes
can also be used.
Price
The same pricing strategy as the former will be used since it is the best way to penetrate the market share of the
competitors. Hawk backpacks range from 699 pesos to 2000 pesos.
Place
Since SM Malls are the primary distributor of Hawk backpacks, much emphasis will be put on department stores
of Ayala Malls,

Robinsons Malls, and most especially

to Hawk concept stores nationwide.
Positioning
Hawk exists to be the number 1 choice of campus students and the top-of-mind brand of backpacks, which
provides sophisticated products with outstanding style, designed for durability, flexibility, and functionality at an
affordable price.

Problem:
How do Hawk backpacks expand brand awareness through smart marketing strategies and power brand
positioning and totally increase brand equity?
Specific Objectives:
1. To establish brand awareness to students ages 13-19, in the Philippine Metropolitan Areas who are early
adopters but are non-users of Hawk Backpacks.2. To establish interest and attract students ages 13-19,
in the Philippine Metropolitan Areas who are early adopters but are non-users of Hawk Backpacks.3.
To encourage purchase of Hawk Backpacks among students ages 13-19, in the Philippine Metropolitan Areas
who are early adopters but are non-users of HawkBackpacks.4. To establish brand loyalty through customer
retention.

d. Collaborator Analysis

III. SWOT Analysis

IV. Objectives
V.360 Degree Branding
a. Market Strategy

b. Product Strategy
c. Distribution Strategy
d. IMC (Integrated Marketing Communication) Strategy
Advertising
1. Television Ads/ Radio Ads
A 25-seconder TV ad will be aired on the first six months of strategy execution. Networks
like ABS-CBN, TV5, GMA 7, ETC, News TV 11, and Studio 23 are where thead will be shown. The radio ad for
Hawk backpacks will also be placed on top rated radio programs admired by teenagers
2. Print Ads/ Transit Ad (Bus, MRT, and LRT)
Billboards will be placed along EDSA and Taft Avenue where it can be exposed to a massive amount of
college and even high school students. Other print ads will be placed on the faade of SM Malls in the
metropolitan areas.
3. Escalator Ads
An escalator ad aims to advertise and showcase the different designs of Hawk bags
available at all SM Department store and Ayala Mall. The backpack will be divided into two; the lower part of the
backpack will be pasted on the base of the escalator while the upper part is the different designs of the Hawk
backpack located in the steps. It guarantees longer exposure and can captivate audiences especially college
students hanging out with their classmate or family.
Direct Marketing
Hawk Backpacks shall give away discount coupons to students present at the College Day Events nationwide.
Discount coupons can be presented to all leading department stores nationwide and Hawk Concept stores, valid
from February to December 2014.

Sales Promotion
Hawk Backpacks shall tie up with National Bookstores nationwide and offer big chances of winning in
Buy a Book, Win a Bag Promo. A purchase of any book in any participating branch of National Bookstore will
give customers a chance to win a Hawk Backpack and a chance to be one of Hawks Teen Ambassadors.
Promo shall run from June to October 2014.
Public Relations
Hawks commitment to deliver high quality products doesnt stop inside its stores. Online public relations
campaigns about Hawks dedication to excellence shall be written and posted on a variety online networking
sites often visited by young people, such as Facebook, Twitter, Tumblr and Instagram
Events Marketing
Hawk College Day

This marketing event aims to reach the students of universities by inviting them to an event sponsored
by Hawk. College Days will held in chosen schools and universities nationwide starting February to March 2014.
Hawk Backpacks can also setup their own bazaars within the venue.
Official Sponsorship in the UAAP/ PRISAA and Cheer Dance Competitions
Hawk shall be one of the sponsors of University Athletic Association of the Philippines (UAAP)/ Private
Schools Athletic Association (PRISAA). Sponsorship increases awareness and recall to the target segment

VII. Budget Proposal

VIII. Appendices