The challenges faced by Hang Ten arose from a failure to communicate its points of parity (in terms of product design and quality) and points of difference, thus creating a misrepresentation in customer’s mindset that led to mediocre market performance.
To address the problem, we believe that by having a more integrated and targeted marketing activity, Hang Ten can enhance its brand image, equity and economic value.
These include:
- Clearer message and advertisement
- Celebrity endorsement in collaterals to increase perceived quality and prestige
- Employ more visual and interactive avenues : radio and print media
- Public sponsorship of events or activities relevant to the young target market and in line with Hang Ten’s value offering.
- New addition to the integrated communication mix: Twitter, Facebook, YouTube, and mobile phone applications.
- Employ bright and fresher color and revamp their website.
- Provide product catalogue on the website and/or send it to the members by email or mail.
- Revamp its store layout and product presentation.
These are chosen based on the relevance of the proposed marketing avenues to the young market, as well as to increase clarity and consistency in marketing collaterals.
Stay tuned to the next entry as we analyze the brand valuation of Hang Ten!
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