1. MOBILE EMARKETING
STRATEGY
MISSION STATEMENT
UNI-WOMEN
[ S T R E E T A D D R E S S ]
[ C I T Y , S T Z I P C O D E ]

2. UNI-WOM EN PAGE 2
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EMARKETING STRATEGY
MISSION STATEMENT
UNI-WOM EN
COM PANY DESCRIPTION
My company is the first of its kind to sell only men’s style clothing, but for women who love the
menswear fashion such as suits, sport coats, shirts, ties, etc. There have been a handful of designers
who have created menswear for women, but as with fashion shows, it only lasts for a season, and then
you can never have access to those clothes again. My company, Uni-Women, makes this wonderful
style of fashion available all year round. Also, the menswear for women that some designers have
created is not true menswear, it’s just inspired by menswear. My company is true menswear, with true
male clothing aspects, just for women.
ANALZYE & COMPARE COMPETITION
Mobile App Analysis
Mobile Apps Uni-Women Etsy
Do they offer a Mobile App? Yes Yes
App is available for what tablets? iPad, Samsung, Kindle, Windows iPad, Samsung
App is available for what
smartphones?
iPhone, Samsung, Windows iPhone, Samsung
What is the functionality of the app? Ability to purchase clothes and
accessories, including custom
orders
Ability to purchase and sell
handcrafted goods
Does the app gather customer
information?
Only with the customer’s
permission
Yes
Can you order via the app? Yes Yes
Ease of Use Yes Yes
Other options
Card Reader? Yes Yes
Is the app free? Yes Yes
Demographics & Target Audience
1. Research the demographics of the potential audience and explain how and why those demographics
would alter your mobile e-Marketing strategy.
Considering that I started gaining an interest in and wearing menswear back when I was about
15, ideally, I would like my target market to be in that range. However, also considering that also was
almost ten years ago, female teenagers dress a lot differently so that would have been a failed market.
This requires me to entirely rethink the idea of having such a wide market of 16-45 females as my
demographic to market to. This idea was before any research was done.

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After doing some extensive research, I was able to determine my demographic for my company
and e-Marketing strategy. The gender I will be marketing towards is obviously female, while the age
concentration will be mainly 21-50. The age range for my target market is a little bigger than I would
have preferred, but I settled on it after seeing the differences of ages between certain women during
my research gathering. The career demographic will be for females in the business world, such as a
white-collar type position, or even in the entertainment industry. Once I chose the career target, it was
simpler to distinguish the income demographic, which will be middleto upper class.
SWOT Analysis for Uni-Women
S – Strengths W - Weakness
 Unique and Quality Products
 Niche Market
 Additional Service - Tailoring
 Easier Website Management
 Know Who You’re Dealing With – No
Anonymity
 Difficulty with Narrowing down Target
Market
 Expensive input cost
 Small Market
 Might Have to Create Other Locations for
Customer Convenience
 Job-ordercosting more likely than process
costing
O – Opportunities T - Threats
 Popularity Among Various Demographics
 Deciding to Ship Nationally or Globally
 Custom ordering and Tailoring
 Possibility of Brand Loyalty
 Competitive Pricing
 Change in Fashion Could Eventually
Make Uni-Women Obselete
 Tailoring Not Done with Company
 Sporadic Orders
 Thrift Stores and Consignment Shops
 Supply Dependent
What are the three (3) opportunities for your company?
Based upon the SWOT completed, three of the opportunities available to my company would be:
1. Custom orders – When it comes to women’s fashion, we are often searching to find
something that fits right and feels good and comfortable, but sometimes that can be really
difficult and frustrating. With my company,custom orderscan be made.There is also tailoring
available as well, in case, it does not fit as wished after purchasing.
2. Competitive Pricing – This is a serious opportunity, especially with competitors like Etsy,
Amazon, Express Clothing, etc. It would be easy to start raising prices being an online retailer,
however, that would cause my company to lose its competitive edge and consumers might
prefer to shop at stores like Express because they are everywhere and easily accessible. Uni-
Women offers excellent pricing for high quality clothing.
3. Nationally or Globally? – The capability to be able to consider this is an opportunity in itself.
Of course, this is a decision I would not be able to effectively make until perhaps a year or
two of conducting business and doing more research in regards to global fashion trends. For
example, in Japan, there is a quite a market of women (aged 16-30) who enjoying wearing
menswear type fashion. Although being able to expand globally would be wonderful, staying
within the United States would be allow me to have more capability of giving excellent
customer service. Going global could be end up being the wrong move.

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IM PLEM ENTATION STRATEGY
1. Suggest how an e-Marketing strategy could be implemented for the company to include the utilization
of mobile devices.
The easiest e-Marketing strategy to attempt to implement the use and download of the mobile app by
both currents and potential customers is by offering an incentive such as free shipping or 10-20% off
on first purchase.
a. Will the apps be developed in-house or will you hire a company to hire them? And why.
The mobile app for Uni-Women will be developed in-house due to the extensive amount of
information that is required to go into the application. There is also the matter of
maintaining the app as well. Not only that, it cuts down on costs since outsourced work can
sometimes be a little expensive for a fashion retail company since a certain amount of
upkeep would be mandatory.
b. If you develop in-house, what tools will you use to make it happen?
Since the app will be developed in-house, the most simple way to create it would be with the
use of various types of software that makes app creation easy for the even the most
technology illiterate. Seeing that I only know the basics when it comes to coding, I would
rely the utilization of one of the mobile application software creators, just like I would use
wix.com to create my website. Easy-to-use and fast setup is beneficial for me since I have a
business to run. It is also very important that I use a platform that is able to create mobile
apps for multiple systems and devices. The maintenance and monitoring the performance of
the mobileapps is not all that stressful either.
c. If you hire a company to handle the Mobile Marketing apps, who will you use? And why.
I probably would not hire a company to handle the mobile application of Uni-Women until I
began to feel overwhelmed attempting to maintain my business, excellent customer service,
along with all the other responsibilities. If it ever reached that point, the company I would
choose is Fetch (wearefetch.com) because they seem to have the more stable clientele, and
easily recognizable brands. Fetch is really successful when it comes mobile marketing for
apps, as well as handling support and upkeep.
Current Trends in Mobile eMarketing
1. Research at least three (3) trends in mobile e-Marketing and describe how those trends should be
addressed in the implementation of a mobile e-Marketing strategy.
a. Look at current trends to determine where mobile eMarketing is going.
i. Visual Content – social media sites featuring any type of constant visual imagery is
on the rise, and it is a trend that will only get bigger. Sites like “interest, Instagram,
Snapshot, etc. will only gain more users because for most consumers, it is more
convenient and accessible because they all have mobile application versions of their
sites. (and audio content)
ii. Wearable tech – This is a mobile marketing trend that I definitely do not see going
away anytime soon. There will be more and more devices invented that allow
people to remain connected without having to always be on their phone such as the
Google Glass, Jawbone, and various smartwatches that sync up to the users’
phones.
iii. Storytelling – This essentially means that companies will have a limited time to be
memorable. With the explosion of smartphones all over the world, it appears that
the attention span for anything unrelated to what the consumer is currently doing is
continuously shrinking. So, a very important trend in mobile marketing will be for
businesses to be noticed and unforgettable, whether through humoror emotional

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connection that keeps consumers wanting more. Even to the point of individuals
actively searching out the company themselves.
iv. More mobile friendly websites or creation of mobile applications – There is a
substantial increase of websites that have created mobile friendly versions of their
websites specifically because of the smartphone. Not only that, there are also more
and more mobile applications being generated based upon the millions and millions
of people who download and purchase mobile apps for their phones or tablets.
v. Location bonus type apps – Although Foursquare (now called Swarm) is not as
active as it used to be due to location check-in features on sites like Facebook and
Twitter, I believe that the check-in bonuses and discounts presented will rise.
Before there would be specials such as if a consumer used their American Express
credit card, they could receive 10% off their purchase, or something to that effect,
but only if they had checked into that location. There is another app called Belly
that is similar. However, because there are so many shoppers that use their phones
while shopping to search for better deals, a mobile emarketing trend that I believe
will become popular is location check-in related apps joining up with even more
businesses so consumers have more access to various coupons or discounts.
b. Explore text messaging marketing and more.
There are two different types of text messaging marketing: SMS and MMS. SMS is strictly a
text-based message that goes out to consumers who elect to be messaged about certain
promotions or other events going with specific companies. MMS, or MultimediaMessaging
Service, is the same thing but involves picture or video based texts instead. For example, my
company would send a picture of a suit or accessories that are on sale, and have 30% off
tagline above it. Text messaging marketing is a very effective means of mobile e-marketing,
as long as it is done correctly. “95 out of 100 of your customers who have opted into your
text messaging program open and read your mobile messages within 3 mins” (Olenski,
2013). There are rules and regulations that are put in place to prevent companies from taking
advantage of the consumer, such as asking permission, opting to unsubscribe, only sending
texts within a certain time range.
Security of Mobile Apps
1. Determine the steps that need to be taken to ensure the safety and security of the consumers of your
product. Explain your reasoning.
One of the easiest ways to maintain the security of the app is by having some type of
encryption so that not just anyone can simply hack into an application and access customer
information. Also, another method to maintain security is to have customers log in every
time they access the mobile app, even if it combined with their existing Facebook or Twitter
account. Lack of having consumers regularly log into a platform where there is sensitive
information can cause the account to become hacked or compromised without anyone
knowing until it is too late. A third way of ensuring the safety of the consumers is to not
keep information that is considered excessive info and make sure the data that is necessary,
to be entirely secure.

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