Original brand concept to showcase a comprehensive marketing plan.

1. comprehensive marketing plan
Prepared.by.Kristel Curameng

2. mission statement
Armory is committed to building a socially disruptive
brand that offers luxurious and modern hosiery for
our customers and drives a mutually beneficial part-
nership between our company and the Polaris project.

3. swot analysis: shannen doherty
strengths weaknesses
opportunities threats
- doherty’s controversial behavior plays
well with the companies desire to evoke
controversy and confidence
- doherty is relatable to brand’s target
market; she is approximentaly same age as
target market and from the same genera-
tion
-boderline “has been” celebrity, not cur-
rently very popular in Hollywood
-may not be favorable to some women
considering her numerous tragressions
with the law and former wild behavior
-chance for Armory to profit from
Doherty’s career comeback as she gains
more exposure in the media
- non-potentail costumers may embrace
brand due to Doherty’s association with
product
- potential for bad press due to
Doherty’s behavior or actions
-doherty may fall out of favor with the
public and will become a hinderance
to the brand’s image

4. promotional effort: Shannen Doherty
“If God wanted us to be naked, why did he invent sexy lingerie?”
Armory introduces Shannen Doherty as
the face of the brand.The 90’s bombshell made
her name on cult shows Beverley Hills 90210 and
Charmed.These days she’s making her comeback
with the popular TV shows such as Dancing with
the Stars.
“If God wanted us to be naked, why did he
invent sexy lingerie?” Doherty said.This philosophy
is exactly why Armory loves her so much. Doherty
may seem controversial to some but we see her as a
confident, strong woman who celebrates the female
body.
Our target market includes a wide range of
women who grew up knowing Doherty in the lime-
light. Due to her recent commercial work, she will
be familiar to our younger customers. Consider-
ing that Doherty held an “it-girl” Hollywood status
throughout the majority of the 90s, she will hold an
allure to our older market. Overall, Doherty will be
the perfect fit for the role of the Armory face.

5. marketing research: customer persona
meet Sally Smith
Sally lives at 540 El Camino Del Mar,
Sea Cliff, California. Sally is 41 years old
(born 1971,Gen X) is married and has 3
kids (9 year old twin boys and 6 year old
boy).The family recently adopted a Labra-
doodle puppy.
She is a upper middle class lady,
with a successful career as a partner in a
law firm. Sally is independent, self-suffi-
cient and fun loving.
Fashion is very important to Sally
but she does not follow trends blindly.
Some of her favorite brands are Donna
Karan, Salvatore Ferragamo, Miu Miu and
Céline.
She loves shopping at Neiman Mar-
cus but doesn’t have a lot of free time, so
most of her shopping is done online. Her
favorite website is Net-a-porter.com

6. marketing research: demographic sampling
NewYork, NY
Occupation:
Management/Professional – 64.5%
Service – 5.2%
Sales/office – 28%
Household Income:
$50,000-$74,999 – 20%
$75,000-$99,999 – 7.8%
$100,000-$149,999 – 24.2%
$150,000-$199,999 – 11.8%
$200,000+ - 15.5%
Females Demographic:
20-29 years: 11.5%
30-39 years: 12.7%
40-49 years: 7.5%
Median ages: 33
Occupation:
Management/Professional – 55.7%
Service – 12.8%
Sales/office – 23.4%
Household Income:
$50,000-$74,999 – 15%
$75,000-$99,999 – 8.7%
$100,000-$149,999 – 9.7%
$150,000-$199,999 – 4.1%
$200,000+ - 5.1%
Females Demographic:
20-29 years: 13.5%
30-39 years: 8.1%
40-49 years: 6.2%
Median ages: 35
NewYork (Tribeca), NY
Occupation:
Management/Professional – 28.9%
Service – 16.2%
Sales/office – 25.6%
Household Income:
$50,000-$74,999 – 16.3%
$75,000-$99,999 – 7.8%
$100,000-$149,999 – 5.7%
$150,000-$199,999 – 1.5%
$200,000+ - 1.7%
Females Demographic:
20-29 years: 10.5%
30-39 years: 8.8%
40-49 years: 5.7%
Median ages: 28.5
Chicago, IL

7. Occupation:
Management/Professional – 48.1%
Service – 12.5%
Sales/office – 28.7%
Household Income:
$50,000-$74,999 – 19%
$75,000-$99,999 – 10.8%
$100,000-$149,999 – 7.9%
$150,000-$199,999 – 1.9%
$200,000+ - 2.9%
Females Demographic:
20-29 years: 7.4%
30-39 years: 7.1%
40-49 years: 8.3%
Median ages: 41.4
marketing research: demographic sampling
Darien, CT
Occupation:
Management/Professional – 59.6%
Service – 6.3%
Sales/office – 29.4%
Household Income:
$50,000-$74,999 – 10.5%
$75,000-$99,999 – 8.5%
$100,000-$149,999 – 15%
$150,000-$199,999 – 10.2%
$200,000+ - 39%
Females Demographic:
20-29 years: 2.2%
30-39 years: 8.7%
40-49 years: 9%
Median ages: 38
Occupation:
Management/Professional – 62.8%
Service – 4.7%
Sales/office – 27.2%
Household Income:
$50,000-$74,999 – 12.1%
$75,000-$99,999 – 8.8%
$100,000-$149,999 – 13%
$150,000-$199,999 – 10.1%
$200,000+ - 38.1%
Females Demographic:
20-29 years: 2.5%
30-39 years: 7%
40-49 years: 10%
Median ages: 40
New Canaan, CT Springfield, IL

8. marketing research: demographic sampling
San Francisco, CA
Occupation:
Management/Professional – 40%
Service – 20.3%
Sales/office – 22.8%
Household Income:
$50,000-$74,999 – 21.9%
$75,000-$99,999 – 12.9%
$100,000-$149,999 – 12.4%
$150,000-$199,999 – 4%
$200,000+ - 2.9%
Females Demographic:
20-29 years: 10%
30-39 years: 10%
40-49 years: 6.9%
Median ages: 33
Occupation:
Management/Professional – 17.2%
Service – 11.9%
Sales/office – 30.8%
Household Income:
$50,000-$74,999 – 17.2%
$75,000-$99,999 – 6.8%
$100,000-$149,999 – 6.3%
$150,000-$199,999 – 0.2%
$200,000+ - 0.7%
Females Demographic:
20-29 years: 7.9%
30-39 years: 6.8%
40-49 years: 6.1%
Median ages: 30
Los Angeles, CA
Occupation:
Management/Professional – 48.4%
Service – 12.7%
Sales/office – 28.2%
Household Income:
$50,000-$74,999 – 20.4%
$75,000-$99,999 – 14.2%
$100,000-$149,999 – 15.6%
$150,000-$199,999 – 4.7%
$200,000+ - 4.7%
Females Demographic:
20-29 years: 16.8%
30-39 years: 17.1%
40-49 years: 15.4%
Median ages: 40.5
San Francisco, CA

9. promotional effort: packaging
Through marketing research, MOD has
concluded the most profitable and mutu-
ally beneficial packaging will be to encase
our signature condom wrapper inside a
luxuriously wrapped gift box.

10. swot analysis: bullet packaging
strengths weaknesses
opportunities threats
- relates to company’s name and helps to
create a brand experience for the consum-
er
- uncoventional form of packaging, which
will suprise the consumer and create cus-
tomer delight
-design concept and aesthetics are very si-
miliar to the packaging of MAC cosmetic’s
lipstick case
-production is costly
-could become a signature for the brand
and something that consumers will make
a repeat purchase for
-possibility for collabroations with fa-
mous artists or designers to create graph-
ics for packaging
- possibility MAC could sue for intel-
lectual copyright infringement
-packaging could be negatively regard-
ed by consumers because bullet design
provokes images of violence

11. swot analysis: lace fabric
strengths weaknesses
opportunities threats
- fabric is lightweight which allows for all
day wear
- intricate design makes fabric very
unique
- low fiber count in yarn makes fabric very
thin and delicate; could tear easily
- the lace fabric is very delicate which cre-
ates washing and laundering restrictions
- universal fabrics for branching out the
hosery line
- design could become the signature lace
of the armory brand
-price point per yardage could increase,
which would drive up production costs
-knit process could become obsolete to
create signature lace design

12. swot analysis: champagne and black fabric
strengths weaknesses
opportunities threats
- fabric is very comfortable which allows
for all day wear
- neutral color of fabric gives the products
high versatility
- the fiber content (80% spandex, 20% ny-
lon) makes fabric less breathable.
- thicker fabric will create a stocking that
is only suitable for cold weather
- fabric is very versatile and can be used-
to expand product line to leggings and
bathing suits
- black fabric is a plain weave which
makes it very easy and affordable to print
on
-wearability restricted to weather tem-
peratures and conditions
-limited color scheme

13. swot analysis: armory
strengths weaknesses
opportunities threats
- distinctive brand concept and image
- unique designs
- high-end and high quality products will
envoke loyal customer base
- exclusive access to merchandise (on-line
only) will create brand excitement
- 50% of proceeds given to Polaris Project
-lacking a physical shopping experience
-targeting a smaller segment of the market
-controversial, may deter more conserva-
tive consumers
-limited in merchandise
-zero established brand credit (no loyal
base or repeat customers)
-branch out to department stores
-open a domestic showroom and flagship
store
-expand product lines
-possible collaboration with designers or
celebrities
-product penetration to global markets
- saturated market for women’s hosiery
- highly competive market
- changing fashion trends, hosiery may
go out of style
- weak economy
- fluctuation in foreign exchange rates
may drive up production costs

14. marketing research: competitor analysis
armory agent provocateur la perla aristoc
market segment
unique selling
point
price point
publicity/
online presence
Specializing in empow-
ering women through
controversial hosiery. 50%
of proceeds donated to
Polaris Project.
The world’s sexiest linge-
rie store. Company known
for pushing lingerie into
forefront of fashion in-
dustry.
The leading creator of
luxurious and fashion-
able lingerie, nightwear,
swimwear, and loungewear
for women and men since
1954.
One of the UK’s leading
hosiery brands, manu-
facturing a wide range
of high quality tights,
stockings, socks and leg
accessories
$55-$220 $40-$175 $42-$200 $30-$75
Targeting a domestic mar-
ket of women ages 25-55
who have careers and want
to dress fashionably in a
corporate setting.
Targets a younger seg-
ment of women ages
22-45. Brand focuses on
maintaining a fashionable
lifestyle and promotes
themselves globally.
Focuses on a global mar-
ket of women ages 35-65
who live a lavish lifestyle
of leisure.
Targets a global market of
women ages 25-65. Brand
focuses on quality and af-
fordability of product.
Available exclusively online.
Very strong internet pres-
ence with popular Face-
book and Twitter accounts,
170,087 likes on Facebook,
15,216 followers on Twitter
and 60,504 followers on
Insagram. Brand active in
online advertising.
Available online and
through brand boutiques
in major cosmopolitan
cities around the globe.
Brand is also active on
social media sites with
160,008 likes on Facebook
and 6,547 followers on
twitter.
Available online, in major
department and specialty
stores, and through brand
boutiques located across
the globe. Only have social
media presence on Twitter
with 7,259 followers.
Only available through
major department stores
in the UK and through
online specialty retailers.
Does not have much of an
online presence, nor do
they participate in social
media.

15. marketing research: competitor analysis
La Perla

16. promotional effort: Polaris Project
The Polaris Project is a non-governmen-
tal, nonprofit organization that is dedi-
cated to preventing modern day slavery,
human trafficking, and to support hu-
man trafficking survivors. It is one of the
few organizations working on all forms
of trafficking and serving both citizen
and foreign national victims of human
trafficking. The organizations mission it
to work directly with the victims. One of
the ways its accomplishes this goal is by
offering tips and crisis hotlines to offer
solutions to those victimized by human
trafficking.

17. marketing research: survey
Uncovered through market research the Polaris Project resonated
with our target market

18. marketing research: survey
Surveyed women ages 25-65 in a professional career to uncover their
feelings about female driven charities.

19. marketing research: secondary
Our secondary research has been analyzing the main three competitors in the lingerie and hosiery
brand. Our main competitors are Agent Provocateur, Aristoc and La Perla. Each of these is a high-end
lingerie brand that advertises with risky campaigns.
Our client gave us the role of researching existing charities that benefit women rights. We re-
searched numerous institutions from popular San Francisco organizations to worldwide charities.This
research was primarily conducted through Internet websites and databases that ranked and reviewed
charitable organizations.

20. marketing research: primary
Primary research by MOD marketing agency has confirmed that building a socially disruptive brand image
for Amory is an attractive and feasible business model. Armory will offer compelling, controversial designs in the
high-end segment and take a stand on women’s rights by challenging social stigmas and visibly donating a signifi-
cant portion of proceeds (50%) to a women’s charity.
In order to determine which organization was going to receive the 50% donation of profits, our company
outlined a market research survey and sent it out to women in our targeted demographic (ages 25-65). Our results
indicated that the Polaris Project resonated with our customers and still fit with the image of our company.The
Polaris Project is dedicated to ending human trafficking across the globe.
In our first faze of material selection, our client selected fabric produced domestically, in Japan and Italy. Af-
ter a SWOT analysis of each fabric, our company found the fluctuation in foreign exchange rates could be a major
problem in keeping our merchandise a consistent price. Shipping costs also played a factor, and the logistic and
quality concerns of sourcing fabrics from different parts of the world.
Our team concluded the most profitable solution is to source materials from one area.The Armory fall line
is composed of three different types of lace, a plain weave and a knit fabric. All of these are produced in Milan
Italy at the Palazzo Dell Stelline Exhibition Center, and are sourced from Mood Fabrics located in Los Angeles
and New York. By purchasing Italian fabric from a domestic supplier, we advert the problem of foreign exchange
rate fluctuation.
In addition we have researched the demographic, psychographic and behavioral statistics of women ages 25-
65 to determine our target market. Each of these categories has determined the consumer we wish to target with
our designs and controversial packaging. Our persona for Armory is a middle aged woman named Sally Smith. A
well educated and career focused mother who enjoys being fashionable and taking risks.
Through our research in choosing a face of Armory, we considered all the possible celebrities we could
reach out to. Our main focus was to stay within our $20,000 budget and have a celebrity that matches our target
market. Our consumers need to recognize the face and understand why we have chosen our spokesperson. We
concluded the best action monetarily would be to reach out to a star that was popular in the 90’s and who was
looking to revamp her career. After conducting this research and considering our possible options we decided on
Shannen Doherty. This former Hollywood “bad girl” will be the face of our campaigns.

21. social media presence: instagram

22. social media presence: twitter

23. social media presence: facebook

24. online advertising: facebook ads

25. armory.com: virtual boutique

26. marketing strategy: selling concept
- interactive online website where customers can shop with all the
amenities and features of a high-end boutique in a virtual setting.
patrons can meet with a stylist, request a personal shopper, and
tailor merchandise to her specific measurements.
- promotional internet presence through social network sites such
as facebook, twitter, and instagram
- advertise directly to our target market through online advertis-
ing: secured side bar facebook ads
- billboards in downtown and financial districts of target metro-
politan areas. For San Francisco, purchased advertising spot on
Mason & Geary
- 50% of profits from sale of merchandise goes to the Polaris Proj-
ect, a somewhat controversial women’s charity that is dedicated to
help end modern day sexual slavery
large-scale selling and promotion effort