I.+Introduction

//The company we chose for this assignment was Kingpin, a subscription-based online delivery service specifically for men.//
The number of e-businesses in the past two or three years have grown tremendously. The amount of subscription services for women, such as Julep Maven and Glymm is also substantial. The difference is, the market does not offer many services for men to chose from.

Since Kingpin is still in its development stages, and has not officially launched yet, our group chose to do an online marketing campaign for them.

=ABOUT THE COMPANY=

The idea for Kingpin began a few months ago by two fourth year students from University of Waterloo. Since then, they have worked up their business plan and strategies, and have created a Facebook page and a domain: [|www.joinkingpin.com]. Although it has not been launched yet, Kingpin has already won several entrepreneurship competitions for being one of the most creative startup ideas.

=MISSION STATEMENT=

An online subscription service for busy men, to deliver all the essential items such as toothpaste, toilet paper, razors and condoms on a month-to-month basis. The subscription has a set recommended schedule for delivery, but can be set to "deliver now" if the item runs out, or "postpone" if it's not needed. For busy men, running out of essential items such as toothpaste and soap can be frustrating and annoying. Going to the store to buy these items again and again is a waste of time. Kingpin will bring those items to their door, so they can spend their time doing other things. Their mission is to be one of the first successful online subscription services for men and to eventually expand their market outside of North America, and their offices out of Canada.

=TARGET MARKET/MARKET RESEARCH=

The target of the company are 20-30 year old men, especially those that are not yet married. They should have a steady income of $50,000 or higher. For example, they are looking at the pool of careers from the following: //lawyers, business men, doctors, accountants, engineers, etc//. Services will be offered to those in the US as well as Canada. According to the US Census, that corresponds to 5.5 million men in America.

The reason they are targeting men, is because men have less interest in going out and routinely buying products than women do. As well, they do not have as much brand preference, so Kingpin would not have to stock on 10 different brands of shampoo to suit everyone's needs. They are also targeting men with a higher salary, because those men are dedicated to their work and have little time outside of their personal lives to go out and shop for the essential goods. Since they are so busy, and make a fair amount of income, they are willing to sacrifice the money for more time. Bachelors, especially, will find it more statisfying to pay slightly more for the goods if it means they are able to save some time.

The group of GenY and GenX men are targeted because they spend a lot of their time online. The average age of these generations is 27 years old. Research also shows that 81% of GenY men use Facebook everyday, which would make online advertising one of the easiest form of ways to target them. The GenY men are also interested in blogs, with some of the favorites being TechCrunch, Gizmodo, EnGadget, Huffington Post, and Gawke.