The Company’s Ideal Target Market

Preacher’s Pomade’s ideal target market are people who want to style and nourish their
hair. Mostly, male students and corporate employees are sophisticated when styling hair
going to school and work. Typical buyers of pomade such as Barbershops and hair spas
owners. Male with curly and wavy hair who usually apply pomade on their hair to make it
more gentleman groomed. The company also wants, but not necessarily needs, to target
potential customers who will order higher quantity orders or bulk orders as resellers for
higher profit and bigger market. The company also wants to target potential customers in the
international scale and not constrain itself to the local market.

Targeting

The size and profitability of the target market/segments will be dependent on customer
satisfaction in product wherein the result can multiply orders and relative profitability. For
example, an individual, a student or an employee who experienced satisfaction with the
product can refer to his male siblings or family member, friends and even colleagues at work.
This will only result to higher profit given the fact that the company targets high ordering
individuals and groups, as well as the elite social classes in the market, mainly rich and those
who are in the upper middle class.

The most effective form of marketing for a company such as this is through word of
mouth and direct marketing through website and social networking sites such as facebook,
twitter and Instagram. It is important in this type of company to have connections, which can
endorse them to other individuals, organizations or corporations. This requires a respectable
public image in which they can be recommended to their possible customers.

Positioning

For the position of competition, it competes with Man Pomade PH, The Maverick
Pomade, Grasa Pomade, Slicktight Hair Pomade, Eight Wolves that provides similar items
and quality but at very expensive prices. With its quality and pricing, Preacher’s Pomade can
easily attract customers who are forced to buy expensive products. A long with a loyalty
program for a long-time customers which yields a members discount, Preacher’s Pomade can
easily position themselves positively in the consumers ‘minds who have yet to order the
product.

Promotion
 The goal that our advertising activities would aim to achieve is to attract and entice new
and even old consumers/clients, especially male students and employees to buy our product
because our company sells high quality and reasonable priced pomade those consumers can
easily afford/buy. The goal of this is to increase sales through making more people aware
locally that the product exist especially the products that it offers is available in the market.
With this, Preacher’s Pomade will probably continue to make customers/clients happy and
satisfied.
We can measure the effectiveness of the advertisements by conducting customer response
or evaluations about our product or by using integrated marketing tool where they can answer
or leave suggestions in a response corner designed on the websites and social networking
sites. The effectiveness of the ads can also be measured by simply comparing the sales
through time, whether it has increased, stayed or even decreased for that matter.

Integrated Marketing Communications

The main purpose of the Integrated Marketing Communications Strategies is to further

enhance Preacher’s Pomade brand recognition and image to its target market. To persuade old
and new customers/clients to patronize the product and to remind that Preacher’s Pomade is
still the best pomade product in the Philippines.

IMC Strategies

Print Advertisements

Magazine

Magazine advertisements can be considered as one of the print advertising strategies.

Preacher’s Pomade may opt to have an advertising space on for men magazine in the
Philippines such as FHM, Playboy, Rolling Stone, Men’s Health and the like. The placement
may be full-page or half-page, fully colored to highlight the main strengths of the product.
This will also offer bigger space for the text and headlines to further capture the reader’s
attention and interest.

Media Advertising

Internet through Own Website

The company is currently and will continue to make use of company website where
customers can see the company’s latest projects and information about the company like
history and contact information.
Internet through Business Websites and Ad Spaces

There will also be advertisements on business websites such as Lazada Philippines,

Zalora Philippines, OLX, Shop This Easy, Ayos Dito, Goods Ph, Hallo Hallo Mall, Shopee
and the like. Ad placements on the said business platforms will also enable to reach the tech-
savvy market that are active on business websites, since most who view them are in-line with
the company’s target market. With regards to ad spaces, this may include websites such as
OLX and Hallo Hallo Mall where it offers a brief view of what the company can offer and
ways on how to order and purchase.

Social Media

There will also be advertisements on social networking sites such as Facebook, Twitter
and Instagram since every almost individual in the world today, especially the target market
have their own social media accounts. They can easily see the ads of Preacher’s Pomade
while browsing on social media. Social media can also provide the consumer easy shopping
of pomades because there are plenty of business who create business groups to their accounts
to also have customers even in using social media platforms.