MARKETING PLAN

1. 0
The Marketing Plan
Introduction
Welcome to “ADORABLE ANNIE’S” (New Location) Which is one of Prince Georges County
Maryland’s, best kept secrets!
Product: Specializing in high-quality children’s apparel and accessories! Specialty Designer
Jeans, Designer Tees and Designer Eyewear. Pocket books, Coats dresses in Limited Brand
names such as. Izod, Polo, and Gucci. and more for the Fashionista Mom’s that like to keep
their Little girl’s “Red Carpet Ready! Because we are a Boutique we offer Limited styles, sizes
and colors to 3 per garment to assure the uniqueness in your child’s wardrobe. Price: The
average price tag starts at $40 up to $250 for one of a kind pieces that are only available through
us!
http://dress-trends.com/kids-fashion-trends-and-tendencies-2016/

2. 1
I. EXECUTIVE SUMMARY
II. SITUATION ANALYSIS
a. Problem Statement
b. Market Research Plan
c. Consumer Analysis
d. Brand Review Current positioning, sales trends, awareness, pricing history, distribution
history, marketing communication
history, stage in brand life cycle, source of additional business
II. PROBLEMS AND OPPORTUNITIES a.
SWOT
i. Internal Strengths and Weaknesses
ii. External Threats and Opportunities
III. STRATEGIC PLANNING
a. Marketing Objectives
b. Marketing Strategies
c. Marketing Tactics
IV. MARKETING MIX
a. Marketing mix
i. Product
ii. Place (distribution)
iii. Pricing
iii. Promotion (communication)
Personal selling
Advertising Sales Packaging
Direct
marketing
V. CONTROL AND EVALUATION
b. Budgeting
c. Scheduling and Timing
d. Evaluation

3. 2
Executive Summary
Company Background
“Adorable Annie’s” original location was located in Fairfax VA in 2012 the two owners, Sally
Jefferson and Allison Thomas opened the VA Location in a great area, but the business never
took off due to lack of Advertisement and resources. They had 8 part-time employees and no
customers other that walk in’s. The Company is surround by High in Department Stores such as
Nordstrom’s, Lord and Taylors and Saks. They were not interested at all in using any form of
social media and advertising.
Situation Analysis
a. Problem Statement
b. Market Research Plan
c. Consumer Analysis
The average base price was in the range of $3 for accessories and $45 to $105 which turned their
entire business upside down. The two women invested their life savings a combined total of $300
and used at least $60% of the money invested on Lighting fixtures, Mirrors, Fancy dressing
rooms and a play area for children.
This proposed new (turnkey) location is strategically located on 100 block Crescent Road within
2 blocks of Greenway Shopping Center located in Greenbelt Maryland. Strategically located off
Intersection Greenbelt Rd @ I-495 and Baltimore-Washington Pkwy is the perfect location to
establish a Retail Store for High Fashion Little Girls Greenway Shopping Center is a Power
Center location which offers Outdoor Shopping is Anchored with retail stores such as: Safeway,
LA Fitness, Ross Dress for Less, PetSmart, Party City and Old Navy There are plenty of places
to eat in this 265,000 SF Lot and plenty of parking. Owned and operated by Combined Properties
this location gives you an options of an 3yr- 5yr or 10 lease at a monthly price of $2200 sf. 1200
sf is the dimensions of the space that we intend to lease for the High Fashion Retail Store for
little girls. Unlike the VA Location, there are no competitor within a 25mile radius

4. 3
Marketing Mix
IV. MARKETING MIX
a. Marketing Mix
i. Product
ii. Place (distribution)
iii. Pricing
iv. Promotion (communication)
Personal selling
Advertising
Sales
Promotion
The goal for this Business to Customer “B2C” “Specialty Boutique” is to leave no marketing stone under
turned. The ultimate goal from this store would great partnering opportunities that would allow a
select few partners to establish their own “Adorable Annie’s,” in Other Counties within the Maryland
area. Visit us at. www.adorableannies.biz or annieisadorableon facebook.com or check us out on the
links Internet Social Media Webstore, Social Network Pages such as LinkedIn, Pinterest Specialty
Boutique
We are open 7 days a week. Monday through Saturday 7:30am until 7:30pm Sunday’s 10am-6pm Open
all Holidays for half days’ schedule only for the last minute shopper
Let us Host your daughters next Birthday Party!
• We offer, Runway Fashion Birthday Parties where merchandise in the store can be purchased
for 40% off.
• 5 Day, 5% Price Reduction on any item over $80
• Private Shopping for (Back to school Wardrobe Shopping) $5000 Minimum Purchases
• Pamper your daughter and her friends with Nail Polish and Hair Piece Changes as you shop!
• Free sample accessories items are available daily with purchase of $200 or more
• Log onto our website and be the first to win a Photoshoot for you and 3 friends in the store for
shopping with us using our points system that gives you $100 voucher after spending $1000
• (some restrictions apply)

5. 4
Control and Evaluation
a. Budgeting
b. Scheduling
c. Timing
d. Evaluation
Our store will focus on select Designer Brands that Chanel the 2015 – 2016 Trends that cater to
Mom and daughter look alike outfits, straight off the runway, for a great discount. It was in the
best interest of the business to move and revamp entire product line, prices and overall service in
order to recoup and sustain itself making it a Million-dollar business in a five-year projection.
We will do this by partnering up with Winnie & Co. Inc. who is willing to Invest $300.000
dollars to cushion and give us the opportunity need in order to reach our projection goals
The Original Owners will continue to have all power and executive control as it pertains to
staffing. (2) part time employees only. Sally Jefferson and Allison Thompson will work full time
for the next five years alongside the part time staff.
Winnie & co will be responsible for all marketing and inventory and spending
Winifred Beasley
April 12, 2016
A1_ADVA201_W1_A3_BEASLEY.W.
Professor: Seward
Art Institute Pittsburgh Online Line Division