HAWK BAGS

About
Hawk bags, a brand that has long been recognized for its craftsmanship and quality. Hawk has a
wide range of bags suited to match every lifestyle.

Mission
To deliver high quality products with the finest materials available, superior craftsmanship,
durability, innovation and exceptional design with practical functionality.

Description
Values:

Social Responsibility:
Our company dedicates itself to living up to its responsibility in social service by giving job
opportunity to the Filipino people. It is also environmental friendly, because our products are tough
and long lasting that will be enjoyed for generations.

Passion for Excellence:
We believe in having a passion for excellence in making high quality products. Attention is paid to
the smallest up to the biggest detail. We ensure that we meet the individual needs and lifestyle of
our consumers.

Innovation:
We are committed to continuous discovery of new ways by which we can deliver the highest
standard of quality, design and sophisticated style of wide range of bags.

Customer Focus:
We are selflessly dedicated to delight our customers and build a lifelong relationship by creating a
solution for every travel needs.

Expertise:
We will constantly upgrade our craftsmen competencies in the areas of service, technology and
research. This will be the key driver to sustain our company in the industry. Manufacturing High-
quality products is about choosing the best components and incorporating superior design.

Basic info
Founded 1978

Products Our products consists of bags that fits every
lifestyle, these includes backpacks, gym bags,
laptop bags, clutch bags, belt bags,
shoulder/messengers bags, school bags,
stroller bags, lunch bags and mountaineering
bags.

For inquiries you may call us at:
3622080 / 3611820
Loc. 10 for Customer Service
Loc. 63 for Career Opportunities
Loc. 40 for Sales
Loc. 16 for Marketing
For customer repair:
Our repair Service Center is located at 135 Sgt.
Rivera corner Banawe, Quezon City.

Operating hours:
Mondays to Fridays 8am to 4pm
Saturdays 8am to 3pm

HAWK PRODUCTS ARE FULLY GUARANTEED AGAINST ANY MANUFACTURING DEFECT.
If a product fails due to manufacturing defects, please return the product along with proof of
purchase, we will repair the product without prior change or replace it at our option.
The warranty does not cover by accidental damage, misuse improper care or alteration, or the
natural breakdown of material that may occur after extended use of the product.
However, Hawk does not have a repair and service center for that unavoidable wear and tear and
will be able to repair any Hawk item for a reasonable fee.

SUSTAINABILITY STARTS FROM PRODUCTS THAT LAST.
Durability is the reason for our products creation. Products that carry the brand HAWK are tough
and long-lasting. And long-lasting products need to be replaced less often. Reducing our waste. So
the planet and products will be enjoyed for generations to come.


I. Situation Analysis
A. External Analysis

Competitive Analysis
Hawk JanSport Case Logic Illustrazio
Overview: Hawk bags, a
brand that has long been
recognized for its
craftsmanship and
quality.
Overview: JanSport, Inc., is
the leading designer and
maker of backpacks,
shoulder bags, luggage, and
laptop bags.
Overview: Case Logic is a
leading worldwide
marketer of lifestyle-
oriented products.
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.
4. 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 Hawk Backpacks.
4. To establish brand loyalty through customer retention.
5. To totally increase brand equity of Hawk Backpacks among students ages 13-19, in the Philippine
Metropolitan Areas who are early adopters and are already users of Hawk Backpacks.



C. SWOT Analysis
II. Integrated IMC Recommendations
1. IMC Strategies and Programs

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 the ad will be shown
1
.

The
radio ad for Hawk backpacks will also be placed on top rated radio programs admired by teenagers

(See Exhibit 1).

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
1
.
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
1
.

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 set up 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
2
.


Annual Marketing Competition

Marketing Analysis
Hawk bag believes that the key to their success is the quality of their product they are offering,
thats why they choose the best materials, and create products with consistent quality and reliable
performance. Hawk bags ensure the excellence of products by their rigorous torture testing and
strict quality controls throughout the entire manufacturing process.

Business Propositions
Key Planning Assumptions
Hawk Company will more progress the distinctiveness of the product after this marketing
plan implemented.
Customers will select Hawk Bags as a robust brand since they distinguish what to anticipate
after purchasing the product.
The outcome of this marketing plan can be the fundamental evidence for all customers and
Hawk Company considering the components in the consumer evaluation of the Hawk
Products
This plan will undertake Hawk products gain prospective clients/ customers by giving them
the Hawks products edges among competitors and imitations that provide ideas, making
the purchasing of Hawk Bags easier.
The furthermost significant assumption of this plan is to verify that by the use of our
marketing strategies it can help increase company sales.

Market Objectives
Increase brand awareness by using different advertising strategies and techniques
Provide an easy access thru website in accepting online order and to serve customers better
Do sponsorship and tie-ups with other known companies
Add and develop a high convenient place to secure customers brand loyalty and to become
more conducive
Strictly ensure the quality of products to secure and increase its brand image

Market Size
The target market of Hawk Bags is primarily youth, and teenager raging 10-35 y/o in all
genders with purchasing power. The promotions and advertisements explain how company targets
the large size of market.

SWOT Analysis

Strengths
1. It has durability that will last for a period,
2. The Hawk bags issue a high quality bags with a much affordable price
3. Hawk bag is one of the bag brands who are competing against higher companies in term of
its market sales

Weaknesses
1. Poor brand equity
2. Low product retention
3. Lack of branches that offering the product

Opportunities
1. Hawks brand image is an ever-revolving door opening for re-branding and new
promotion/marketing tactics to be explored.
2. Participation in high demand industry
3. Hawk bags company hold marketing plan competition in every marketing organizations to
maximize young marketing professionals innovative ideas across the nation.

Threats
1. The competitor companies that offering their product to huge known markets (e.g. SM Dept.
Store)
2. Most of the time consumers patronize imitation products rather than the original one
because of its same quality at a cheaper price
3. They are able to promote Hawk bags but it does not create impact to their target market

Marketing Strategies
1. Create your Own Bag
This marketing strategy will create noise to market. For the very first time, Hawk
will launch a project wherein the customer itself will create his/her own designed
bags also we can build good relationship, which leads in brand loyalty.
2. Seasonal Backpacks
This marketing strategy will entice consumers because of its unique designs that
depend on the current season

HAWKADEMY Its objective is to produce a campus bag with unique and fab designs
for teenager with affordable price and assurance of its durability, which will be
launch this school year.

Hawk meets summer This project will be launch in summer season. Hawk will offer
hot designs that will fit to your summer outfit

Hawk at Heart This project will be launch during the valentine season, the season
of love, you cant just feel it around but you can bring it with you, by wearing the
hawk at heart bag.

3. Water proof backpacks
This strategy will help to increase the market sales of the company as well as its brand
image. College students as one of our target market having a hard time on how to secure their thing
usually in rainy days because most of the time college students still have classes even if theres a
typhoon. Lets make Hawk Bags answer their problem.

Contingency Plan
1. Couple Bags
This couple backpack endorse by Hawk was inspired by the couple t-shirt that is
demandable to the market nowadays and being patronized by the couple teenagers. This
backpack will launch a new design quarterly for more choices for teenage couples
2. Fashion Trends 13
Hawk Bag will do tie-ups with other known companies and hold an event which will
promote their back packs together with Tie-up Companys product. (e.g. shoes from
Parisian, clothes from Bench)

Action Plan




SOURCES:
1. http://www.scribd.com/document_downloads/direct/152588882?extension=docx&ft=1374904567&lt=13749
08177&user_id=51558011&uahk=EymF439AyL/US4a2bI180dHw4DY
2. http://prezi.com/51r6hx-daoyw/copy-of-annual-marketing-competition-marketing-elites/#_=_
3. Hawk Bags Website (www.hawkbag.com)