Capstone – Project
Marketing Strategy of the omni-channel marketplace HiO
A Collaboration Between
HiO is an innovative / omni-channel market place, where US consumers can find relevant foreign fashion brands that are not yet in this market. HiO is a ‘discovery’ destination.
They are 3 main objectives we would like to achieve:
* Complete in detail our customer profile (conducting a consumer research)
* Identify the best marketing channels to reach our target consumer (digital or not, since we are totally omni-channel)
* Complete marketing assets: physical (visual store elements) and digital
Project Topics
Company Information
| Company | The HiO Life |
| HQ | Brooklyn Bridge |
| Revenue | Unlisted |
| Employees | 10-25 |
| Stage | Small Business |
| Hiring Potential | N/A |
| Website | http://www.TheHiOLife.com |
Company Overview
SGN Group is the go-to firm for foreign fashion brands entering in North America. 2 years ago SGN created the retail platform HiO (TheHiOLife.com) that has 2 purposes: (1) from the consumer point of view is an innovative market place that offers an experience by discovering new brands, and (2) from the market perspective is a brand incubator, that allows SGN to understand the business potential of each brand to expand it into the market.
Experiential Learning Program Details
| School | Long Island University C.W. Post (LIU Post) |
| Engagement Format | Capstone - Small Team Consulting Project - Students work in consulting teams of 3-5 directly with faculty and client liaisons on developing real solutions to real-world challenges. |
| Course | |
| Level | N/A |
| Students Enrolled | N/A |
| Meeting Day & Time | N/A |
| Student Time Commitment | 15-30 Hours Per Week |
| Company Time Commitment | 1 Hour |
| Duration | 9.43 Weeks |
Program Timeline
| Touchpoints & Assignments | Due Date | Type |
|---|
Key Project Milestones
-
October 6, 2020 - Deep Dive on HiO Product Catalogue and Current Target Audience Profile
- What kind of products does HiO support?
- What makes these products unique and different?
- Where are these products sourced from?
- What can you learn about each of the brands to better understand the marketplace and key clientele?
Suggested Deliverable:
Develop a presentation showcasing what you’ve learned about the HiO marketplace and product catalogue
-
October 20, 2020 - Establish Current 'HiO Customer Avatar'
- Who is currently visiting / purchasing from HiOs marketplace?
- Where do they find out about HiO?
- What demographic, psychographic, and geographic profiles are included in the target audience?
- What volume is HiO currently working with?
- What household income is currently included in the demographic?
- HiO will provide access to the students to our current list of ‘HiO fans’
- HiO will provide access to Google Analytics and Social Media Analytics
Suggested Deliverable:
Create a presentation showcasing a well defined ‘Customer Avatar’ including all relevant parameters
-
November 17, 2020 - Build Marketing Strategy based on Target Customer Avatar
- What digital marketing initiatives might work well for HiO based on their target audience?
- Consider email marketing, social media marketing, paid ads, snail mail, etc.
Suggested Deliverable:
Please prepare a proposed marketing plan for initial feedback
-
December 15, 2020 - Propose Comprehensive Marketing Strategy for HiO
- What is the final marketing plan?
- What is included in the plan?
- What is the timeline for the marketing plan?
- What is the projected cost of the marketing plan?
- What is the potential Return on Investment (ROI) if the marketing plan is successful?
- What marketing assets are required to launch?
- What marketing channels will you be using?
- How will you measure success?
Suggested Deliverable:
Present comprehensive marketing plan
Project Resources
There are no resources currently available
Industry Mentors
Academic Mentors
Assigned Students
There are currently no students assigned.