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Tam's cut out tops (2)
1.
2. Executive Summary
Tam’s Cut Out Tops Couture…
• Aims to be a premier Fashionista Shop offering a
unique combination of services and products
catering for both women and men
• Has a good reputation as a fashionista Shop and the
destination of choice for its customers
• Outlines a range of initiatives aimed at increasing
growth and profitability.
3. Executive Summary
• Positioned as the leading Cut Out Tops in Jamaica
• Implements further investment in DIY T-Shirts,
products as well as fragrance
• Increases sales revenue by 20% in one year
• Ensures a client retention rate of at least 95%
4. Executive Summary
• Grew client base by 30% within one year period
• Identifies areas in service that can be improved
• Provides detailed financial information including the
basic strategic information necessary for continuous
operation
• Employs marketing research and a tailored
marketing strategy to attain targets
5. Company Background
Tam’s Cut Out Tops…
• started in 2007
• The company also distribute male and female accessories.
11. Vision
Marketing
At Tam’s Cut Out Tops, aim to provide our clients with the
trendiest razor cut tops.
Motivating each other to achieve our goals
Listening to our clients to continuously
innovating through our products and services
Evolving as individuals and as a company
RECHARGE… RE-INVENT
12. Mission Statement
Our goal is to provide the
trendiest cut-out tops,
for our clients
and personalized attention,
combine to create a
totally
memorable and fashionable experience for
females.
13. Objectives
• To increase brand awareness through aggressive promotions,
advertising, branding, competitions and corporate
partnerships.
• To develop strong client relationships and retention.
• To increase the company’s sales by 20% annually every year
for the next three (3) years.
• To strengthen customer service through continuous process
improvement and frequent training of our designers.
15. • Tam’s Cut Out Tops operates in a niche market
where its targeted customers’ motivation isn’t
primarily influenced by price but moreso quality and
perceived value.
• It is positioned as a premier fashionista shop offering
services at top notch level as such as Value –based
pricing strategy is the ideal pricing approach for the
services offered.
• This pricing mechanism derives a cost that covers the
core and complimentary services.
• Current pricing strategy is appropriate and customers
feel that it is a fair charge for the perceived value of
our designed products.
Pricing strategy
MarketingMix
16. Product
They had also undertaken distribution sales of specialized products
such as high end male and female jewellery, clothing, colognes.
Number and Diversity of product, Product Innovation, Product Scope
and Product Design
• Retailing of goods to individual consumers as well as corporate
groups.
• Packaging of goods for specialized occasions/customers
• Customization of goods as per consumers request
MarketingMix
Product strategy
17. The place strategy focuses on ambiance(quality) and
distribution and access (quantity) to the offered services.
The region of focus for Tam’s Cut Out Tops is presently
Ochi Rios, Kingston and Spanish Town.
Centrally located in the elite commercial St. Ann’s
area to ensure the target segment enjoys this
convenience.
The plan will seek to target expansion in the third
(3rd
) year of the plan to other city centres with similar
demographic clientele a Montego-Bay and Negril.
MarketingMix
Place
Place strategy
18. MarketingMix
Objectives :
•Secure new clients by pitching the service as premium
while still offering competitive prices
•Introduce small weekly advertisements in print media
•Start campaign of brochure distribution in well placed
high end areas.
•Increase Social Media presence as well as print, online
and digital with an aim to increase share of wallet
(S.O.W)
•Leveraging relationships with institutions with which
Totally Male is a affiliated directly or indirectly through
corporate employees .
•Designing robust loyalty programs to retain customers.
Promotion
19. Schedule Promotion points Particulars
Daily Social Media Invites, promotions, price and service
comparisons for “Likes”
Weekly Print media Small advertisements
∙ Gleaner, Flair / Observer, Lifestyle
Monthly Brochure Distribution High end establishments, Airport lounges,
Implementation
strategy
20. • Purchasing of advertisement space in major airline
advertisement like Delta Airline’s and Sky Magazine.
• Contracting of an external marketer on a as needed project
basis to execute the planned objective
• Create new social media accounts to reach more customers as
well as a mobile app as well as SEO linking with yahoo and
google mail.
• Develop reward programs where customers can earn and or
transfer points to redeemable services or merchandise.
Implementation
strategy
21. MarketingMix
• The disposition and attitude of people is very important
to the overall quality of service provided at Totally
Male.
• A careful selection of all female highly trained and
courteous staff compliment is one of the biggest
contributor the Totally Males overall success. This
strategy allows for males to feel at ease when
consuming services that may require excessive contact
with more intimate areas.
• Competent and pleasant receptionist to maintain tan
exceptional “Moment of truth” impression
People
People strategy
25. Operation Budget
$ Total $
Sales (Service Only) 32,076,000.00
Cost of Services 1,200,000.00
30,876,000.00
Operating Expenses
Salaries and Wages 15,000,000.00
Mass Media (Advert) 6,000,000.00
Direct Advertising 2,500,000.00
Training 1,000,000.00
Complementary Items 1,200,000.00
Depreciation 800,000.00
CSR 700,000.00
Total Operating Expense 27,200,000.00
Net Operating Income 3, 676,000.00
26. • Contingency Plan:
• What happens if we exceed our goals?
• What happens if goals were not achieved?
Monitor & Measuring
AREAS OF FOCUS GOALS
Customer Base Increase by 30 %
Revenue Increase by 20%
Client Retention 95% Retention Rate
27. Reference
• Lovelock, C., Wirtz, J. (2011). Services Marketing: People,
Technology, Strategy (7th
edition). Edinburgh Gate, Harlow:
Pearson Education Limited
• Winer, R. S., Dhar, R. (2014). Marketing Management (4th
edition). Edinburgh Gate, Harlow: Pearson Education Limited
• Unknown (2017, June 03). Totally Male, Totally Worth It. The
Jamaica Observer. Retrieved June 28, 2017, from
http://www.jamaicaobserver.com/lifestyle/totally-male-tota
lly-worth-it_100503?profile=1237
34. Vision
Marketing
At Tam’s Cut Out Tops, aim to provide our clients with the
trendiest razor cut tops.
Motivating each other to achieve our goals
Listening to our clients to continuously
innovating through our products and services
Evolving as individuals and as a company
RECHARGE… RE-INVENT
35. Mission Statement
Our goal is to provide the
trendiest cut-out tops,
for our clients
and personalized attention,
combine to create a
totally
memorable and fashionable experience for
females.
36. Objectives
• To increase brand awareness through aggressive promotions,
advertising, branding, competitions and corporate
partnerships.
• To develop strong client relationships and retention.
• To increase the company’s sales by 20% annually every year
for the next three (3) years.
• To strengthen customer service through continuous process
improvement and frequent training of our designers.
38. • Tam’s Cut Out Tops operates in a niche market
where its targeted customers’ motivation isn’t
primarily influenced by price but moreso quality and
perceived value.
• It is positioned as a premier fashionista shop offering
services at top notch level as such as Value –based
pricing strategy is the ideal pricing approach for the
services offered.
• This pricing mechanism derives a cost that covers the
core and complimentary services.
• Current pricing strategy is appropriate and customers
feel that it is a fair charge for the perceived value of
our designed products.
Pricing strategy
MarketingMix
39. Product
They had also undertaken distribution sales of specialized products
such as high end male and female jewellery, clothing, colognes.
Number and Diversity of product, Product Innovation, Product Scope
and Product Design
• Retailing of goods to individual consumers as well as corporate
groups.
• Packaging of goods for specialized occasions/customers
• Customization of goods as per consumers request
MarketingMix
Product strategy
40. The place strategy focuses on ambiance(quality) and
distribution and access (quantity) to the offered services.
The region of focus for Tam’s Cut Out Tops is presently
Ochi Rios, Kingston and Spanish Town.
Centrally located in the elite commercial St. Ann’s
area to ensure the target segment enjoys this
convenience.
The plan will seek to target expansion in the third
(3rd
) year of the plan to other city centres with similar
demographic clientele a Montego-Bay and Negril.
MarketingMix
Place
Place strategy
41. MarketingMix
Objectives :
•Secure new clients by pitching the service as premium
while still offering competitive prices
•Introduce small weekly advertisements in print media
•Start campaign of brochure distribution in well placed
high end areas.
•Increase Social Media presence as well as print, online
and digital with an aim to increase share of wallet
(S.O.W)
•Leveraging relationships with institutions with which
Totally Male is a affiliated directly or indirectly through
corporate employees .
•Designing robust loyalty programs to retain customers.
Promotion
42. Schedule Promotion points Particulars
Daily Social Media Invites, promotions, price and service
comparisons for “Likes”
Weekly Print media Small advertisements
∙ Gleaner, Flair / Observer, Lifestyle
Monthly Brochure Distribution High end establishments, Airport lounges,
Implementation
strategy
43. • Purchasing of advertisement space in major airline
advertisement like Delta Airline’s and Sky Magazine.
• Contracting of an external marketer on a as needed project
basis to execute the planned objective
• Create new social media accounts to reach more customers as
well as a mobile app as well as SEO linking with yahoo and
google mail.
• Develop reward programs where customers can earn and or
transfer points to redeemable services or merchandise.
Implementation
strategy
44. MarketingMix
• The disposition and attitude of people is very important
to the overall quality of service provided at Totally
Male.
• A careful selection of all female highly trained and
courteous staff compliment is one of the biggest
contributor the Totally Males overall success. This
strategy allows for males to feel at ease when
consuming services that may require excessive contact
with more intimate areas.
• Competent and pleasant receptionist to maintain tan
exceptional “Moment of truth” impression
People
People strategy
48. Operation Budget
$ Total $
Sales (Service Only) 32,076,000.00
Cost of Services 1,200,000.00
30,876,000.00
Operating Expenses
Salaries and Wages 15,000,000.00
Mass Media (Advert) 6,000,000.00
Direct Advertising 2,500,000.00
Training 1,000,000.00
Complementary Items 1,200,000.00
Depreciation 800,000.00
CSR 700,000.00
Total Operating Expense 27,200,000.00
Net Operating Income 3, 676,000.00
49. • Contingency Plan:
• What happens if we exceed our goals?
• What happens if goals were not achieved?
Monitor & Measuring
AREAS OF FOCUS GOALS
Customer Base Increase by 30 %
Revenue Increase by 20%
Client Retention 95% Retention Rate
50. Reference
• Lovelock, C., Wirtz, J. (2011). Services Marketing: People,
Technology, Strategy (7th
edition). Edinburgh Gate, Harlow:
Pearson Education Limited
• Winer, R. S., Dhar, R. (2014). Marketing Management (4th
edition). Edinburgh Gate, Harlow: Pearson Education Limited
• Unknown (2017, June 03). Totally Male, Totally Worth It. The
Jamaica Observer. Retrieved June 28, 2017, from
http://www.jamaicaobserver.com/lifestyle/totally-male-tota
lly-worth-it_100503?profile=1237
