1. Adorable Annie’s:
Adapting to the Times.
(Marketing Plan)
Researcher: Jeffery Joseph
Professor: Dr. Bobra Crockett-Hoggard
Course: Principles of Marketing Research ADVA208
Institution: The Art Institute of Atlanta- Decatur.
Date: May 12th, 2015
2. Table of Contents
1. Introduction
2. Purpose
3. Industry Analysis
4. Problem Statement
5. Research Results
6. Objectives
7. Hypothesis
8. Null Hypothesis
9. Limitations
10. Conclusion
3. Introduction
• Client: Adorable Annie’s
• Adorable Annie’s is a small boutique-clothing
store ran by business partners and friends,
Sally Jefferson and Allison Thompson.
• Adorable Annie’s specializes in high quality
children’s apparel and accessories.
• The store is located in a small strip mall in
Fairfax, Virginia near a GNC, a small coffee
shop, a florist and pizza place.
4. Purpose
• I chose this company because of its smaller size and the fact that it
is located in a fairly wealthy suburban college town, which is Fairfax,
Virginia
• Adorable Annie’s is currently not generating the profits they desire
and they do not think their company name is well known locally.
• Adorable Annie’s need more revenue and more brand exposure to
survive as the leading high end children’s wear boutique in Fairfax,
Virginia.
• Adorable Annie’s is not very active online and has failed to adapt
with the times.
• The method of market research that will be conducted will be
primary research via a questionnaire for Adorable Annie’s.
5. Industry Analysis
• Current market conditions: Increasing market value for
housing, Job market is good and the Crime rate is low.
• Demographic information:
– Age: (18-20 = 8.33%) .(21-29 =33.33%) (30-39= 41.67%)
(40-49=16.67%)
– Race: (White = 60.8%) (Hispanic=16.1%) (Asian=14.8%)
(African American=4.8%) (Other/Mixed = 3.4%)
– Income: $124,316 median, 49,000 per capita.
– Education: (High School= 16.67%) (Some College = 25%)
(College = 25%) (Some Graduate School=16.67%)
(Graduate School = 16.67%)
– Gender: 83.33% Female, 16.67% Male
6. Industry Analysis (Continued)
• Trends and conditions related to the client :
• The Children's and Infants' Clothing Retail industry will
experience steady growth over the next five years as
revived sentiment boosts overall sales.
• Children’s apparel will always be in demand and be relevant
as long as children are being born and raised in Fairfax,
Virginia
• Some trends related to the client would be having an online
shop and using social media as a shopping platform.
• Another trend is using alternative methods of payment
such as bit coins, and mobile payments such as PayPal,
Google Wallet, Apple pay etc. when in store or online.
7. Problem Statement
• Adorable Annie’s is in need of Online Advertising, Social
Media presence and an online retail store.
• Right now, Adorable Annie’s have not advertised much but
currently have a Facebook page which is updated only
weekly.
• They do not have a website and do not offer online sales at
this time nor have a email database to keep up with clients
• A total of 12 submissions were received from the
respondents to us for the questionnaire
• All of the submissions were accepted and included because
all submissions were appropriate and met all criteria for
primary research.
8. Research Results
• The purpose of the questionnaire was to identify the Target Market
for Adorable Annie’s and learn more about the online activity of
consumers, social media consumption and how consumers like to
shop currently.
• 60% of Adorable Annie’s consumers are under the age of 45.
• Only 35% of of Adorable Annie’s consumers are male, 65% of them
are female.
• 66% of consumers use social media multiple times a day daily.
• 95% of consumers have children under 3 years old.
• 77.33% of consumers spend less than $20.00 on outfits for their
child.
• 51% of consumers prefer to shop online or both rather than just
physical brick and mortar stores.
10. Research Objectives
• Identify the target market and Demographics
of Adorable Annie’s and the consumer
behavior of it.
• An understanding of how many consumers of
Adorable Annie’s use social media.
• An understanding of how many consumers of
Adorable Annie’s shop online.
11. Hypothesis
Consumers want to be reached through social
media and prefer to shop online, Being active on
social media and setting up an online retail shop
will bring relevance and another outlet for
income for Adorable Annie’s.
12. Null Hypothesis
If the use of social media and online shopping
increases then consumer spending and profits
for Adorable Annie’s will also increase ." Based
on the survey conducted, this hypothesis will be
either accepted as correct or rejected as
incorrect.
13. Limitations
• There were influences and limitations that I,
the researcher cannot control such as:
- the lack of sufficiently large sample size
- the amount of questions answered by certain
group
- Lack of long duration for the questionaire
conducted.
14. Conclusion
• Based on the research conducted, A conclusion would
be that Adorable Annies would benefit from being
more active online.
• According to the data collected, Most of our consumers
or potential consumers are females who have children
but will usually not spend more than $20 on a single
garment for their children.
• 51% of consumers prefer to shop online or both online
and brick/mortar and majority of consumers spend
more than 75% of their time online using social media
on either their web browsers or their mobile apps.
