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Course Written
Project
By: Morgan Baldwin, Kevin Burdiek, Jennifer Cox,
Dier Liu and Maia Ashley Eusebio
Background
 Founder -Grace Brown Mitchell
 Launching an online clothing
store
 Venture Creation
 Idea Action
 Started in 2011
 Small Business Award from
Topeka Chamber of Commerce.
SWOT Analysis
Strength
Low cost.
Easily accessible.
Uniqueness of the goods.
Fashionable styling.
Physical location.
Weakness
High priced.
Low brand awareness.
Lack of promotions.
More physical location needed.
Opportunity
Online clothing industries are rising
sharply.
Growing demand.
Online and Offline marketing
strategies.
Threats
Too many competitors.
Economic downturn.
Competitors Analysis Overview
shopgracieb.com
Strengths Weakness
Easier to select goods.
Targeted marketing
Unique products
Highly involved in social media
Great quality of products
Expensive Delivery
Lack of chooses
Lack of traditional marketing
Lack of physical locations
Less variety of styles
Lack of immediate customer care, like online chatting.
Lack of customer ratings
urbanoutfitters.com
Strengths Weakness
More chooses of goods
Famous designer
Mass marketing
Great brand awareness
Various price ranges
Many physical locations
Faster and cheaper delivery
Online chatting service
Consumer hard to find the product that they want, when
there is too many choose.
Low quality in some of their products.
What can We Learn from
Competitors Analysis?
Customer Review
What can We Learn from Competitors
Analysis?
Source: online at e-tailing website, 2013 Merchant Survey Results
http://www.e-tailing.com/content/wp-
content/uploads/2013/04/etaildetail_merchantsurvey2013.pdf
95% of consumer
find product
ratings are helpful
in accessing the
product
Urban
Outfitter
utilized
YouTube
very well
Grace B on
the other
hand did not
incorporate
YouTube a
lot
Branding Personality
 Brands Are Like People
 Distinctive Image
 Product Identity
Competitive Advantages
 Identify what Gracie B does well
 Distinctive Competency
 Differential Benefit
Branding Strategies
Visual Courtesy of Google
To be successful we must consider many
different aspects of our branding
strategy, to create a relationship with
our consumers that will bring benefit to
all whom are involved in a business
transaction. Above are a few to keep in
mind!
Awareness
Interest
Evaluation
Trial
Adoption
Confirmation
Marketing Objective
The objective is to make consumers on Washburn University’s campus aware of
Gracie B’s collection and persuade them to adopt her style for all seasons of the
year.
 Awareness
• Airbods
• Facebook
• Washburn Review
 Interest
• Pinterest pin it to win it
• Seasonal/Holiday sales
• Free Shipping
 Evaluation
• Online ratings/reviews
• Pictures present confidence in style
 Trial
• Fashion Show
• Look Book
• Sorority house visits
 Adoption
• The Hub
• Shopgracieb.com
 Confirmation
• Compliments
• Trending
Sales
Profits
In clothing retail stores like Gracie B, the product life cycle is never
ending.
Identification of the Target
Market
Target Marketing Process
Positioning
Targeting Strategy
 Concentrated Marketing Strategy
Marketing Tools and Strategies
Traditional Media
 Newspaper (Washburn Review)
 1,500 printed newspapers/week
 Radio (AirBods)
Social Media
 Twitter
 326 followers at the
beginning of the semester
 601 followers currently
185% Increase
 Facebook
 5,500 Total Facebook Members
 400 likes at the beginning of the semester
 630 likes currently
167% Increase
Marketing Strategy Process

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