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Marketing Management
Project
TOPSHOP
• A well known British multinational retailer brand
• Affordable High-Street Fashion
• Innovation and style
• Fast Fashion...
• Founded in 1964 as “Peter Robinson’s Top Shop”
• A youth Fashion brand
• First stand alone store opened in 1974
• Transf...
• Biggest supporter of British design talent
• Sponsored internationally recognized NEWGEN
scheme since 2002
PERSONALITY, ...
STRATEGIC BUSINESS UNIT
• Clothing & Accessories for Working Individuals
• One Stop Solution for all needs pertaining to t...
Working Woman
Cotton&Cotton
Chester Bernard
JafferJees
Hub Leather
COMPETITORS
PESTLE findings:
• Unstable Political Climate
• Electricity Crisis
• Apparel Manufacturing Industry is largest
industry in...
Internal Analysis:
• Fast Fashion
• Affordability
• Accessibility
• Variety & Turnover of stock
• International Brand Imag...
PORTER’S FIVE FORCE MODEL:
1. Threat of Substitute Product – Moderately Favorable
2. Threat of New Entrants - Moderately F...
Strengths:
• Wide Variety
• Latest catwalk styles at affordable
prices with the shortest possible
lead times
• Free person...
Opportunities:
• Scarcity of good quality apparel &
variety.
• Fast growing demand from Asian
markets.
• TOPSHOP can furth...
• Build Brand Presence in key metropolitan cities of the country within 6
months to a year
• To open 8 outlets all over Pa...
Segmentation & Target Market:
• Homogenous market segment of Upper, Upper-Middle & Middle class
• Working Class (White Col...
Positioning and Differentiation:
• Hip Fashion Forward Brand
• Colors, Cuts, Designs, Affordability
• Renowned trademark
•...
“Work, but look good doing it”
“Don’t just work the part, look it”
“Seal the deal, with a kick in your
heels”
MARKETING PL...
Product
• A Fast Fashion, up to date brand that is unique with highest quality, designed
for professionals.
Price
• Afford...
Heads Expense (USD $) Duration
Market Research 1000 Per year
Shop Fascia 200 Yearly
Website & SEO 850 Upgradeable
Print & ...
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Topshop (A Marketing Management Project for MBA)

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Topshop a retail phenomenon on the high street, enjoying a huge growth in sales profits and carving out a distinctive personality with an individual brand mix. Topshop has received numerous accolades in recent years - style bible 'The Face' called Topshop "a dream factory that initiates and innovates, and creates its own fashion"

The Strategic business unit proposed for this project is Clothes & Accessories for Working Individuals by the name of Working Class H2T. TOPSHOP is already in the market with clothing lines for men & women, this particular niche will augment its dominance in the market for working class fashion.

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Topshop (A Marketing Management Project for MBA)

  1. 1. Marketing Management Project TOPSHOP
  2. 2. • A well known British multinational retailer brand • Affordable High-Street Fashion • Innovation and style • Fast Fashion • Clothing • Shoes • Make-up • Accessories • Operations in 37 Countries and Online • Owned by ARCADIA group, 92% ownership of Philip Green • Sister Concerns: Burton, Dorothy Perkins, Miss Selfridge INTRODUCTION
  3. 3. • Founded in 1964 as “Peter Robinson’s Top Shop” • A youth Fashion brand • First stand alone store opened in 1974 • Transformed from a down market outfitter in the 1990s to a seriously cool trend setting brand – HUGE GROWTH IN SALES HERITAGE
  4. 4. • Biggest supporter of British design talent • Sponsored internationally recognized NEWGEN scheme since 2002 PERSONALITY, ACHIEVEMENTS AND ACCOLADES • Career booster for known designers & new ones • Christopher Kane, Jonathan Saunders, Marios Schwab • Brand associations with Kate Moss, Barbara Hulanicki • “A dream factory that initiates and innovates, and creates its own fashion“ – The Face
  5. 5. STRATEGIC BUSINESS UNIT • Clothing & Accessories for Working Individuals • One Stop Solution for all needs pertaining to the look at the office • Men & Women Clothing • Modern Eastern wear & Western wear for Women • Modern Western wear for Men • Ties, Belts, Shoes, Cuff Links, Wallets, Money Holder, Mobile Covers, Laptop / Tablet Holders, Bags, Daily Planners
  6. 6. Working Woman Cotton&Cotton Chester Bernard JafferJees Hub Leather COMPETITORS
  7. 7. PESTLE findings: • Unstable Political Climate • Electricity Crisis • Apparel Manufacturing Industry is largest industry in Pakistan and highest share of GDP (but mostly for import) • Low Threat of New Entrants in Fast Fashion • No Local Market Leaders • Fashion Consciousness in Pakistan SITUATION ANALYSIS • Evolving Fashion Trends • Family Structures have changed • Social Media and Cable TV has increased exposure / changed mindsets • Labor Laws are comparatively lenient and labor is cheap • Environmental laws are close to non existence.
  8. 8. Internal Analysis: • Fast Fashion • Affordability • Accessibility • Variety & Turnover of stock • International Brand Image • Convenient and Tech Savy brand • Brand positioning as socially responsible (charity work w/ PETA) • Awards and Accolades (mention in VOGUE, association of top names in fashion industry) • Additional services (Student discounts, Style Advisors, café, Nail Salon) SITUATION ANALYSIS
  9. 9. PORTER’S FIVE FORCE MODEL: 1. Threat of Substitute Product – Moderately Favorable 2. Threat of New Entrants - Moderately Favorable 3. Bargaining Power of Buyers – Favorable 4. Bargaining Power of Suppliers – Favorable 5. Competitive Rivalry – Moderately Favorable SITUATION ANALYSIS
  10. 10. Strengths: • Wide Variety • Latest catwalk styles at affordable prices with the shortest possible lead times • Free personal style consultants • Global name • Competitive pricing • Experience of marketing in diverse cultures. • Specialist Collection – Maternity, Baby wear, Tall, Petite, Vintage SWOT ANALYSIS Weaknesses: • Minimal advertising. • Low in store inventory. • Pakistani people are unaware about the brand. • High end quality retailer - so it will be appealing to those who are willing to spend.
  11. 11. Opportunities: • Scarcity of good quality apparel & variety. • Fast growing demand from Asian markets. • TOPSHOP can further franchise for different cities. • TOPSHOP with all its financial muscle has the ability to become a market leader. • With evolving fashion trends and fashion forward culture of target market in Pakistan, it can prove to make its mark. SWOT ANALYSIS Threats: • Political conditions in Pakistan are not stable. • Economic Conditions are not welcoming with currency depreciation & volatile interest rates. • Strong competitors like Debenhams already entered Pakistani Market • Competition from Chinese manufacturers in Pakistani market.
  12. 12. • Build Brand Presence in key metropolitan cities of the country within 6 months to a year • To open 8 outlets all over Pakistan within a span of 2 years. • To acquire 25% of market share within a span of 2 years. • Associate brand with young entrepreneurs & executives and High Street Fashion through digital media, for highest brand loyalty, within a year. • Make it an office name. Working Class H2T should be the talk around the office. Customers can sometimes be the best brand ambassadors. MARKETING OBJECTIVES
  13. 13. Segmentation & Target Market: • Homogenous market segment of Upper, Upper-Middle & Middle class • Working Class (White Collar) • Receptive to Change & Want to fit in (Leaders & Followers in trend setting) • Urban area (50% populace lives in towns) • Market potential from 24-40 yr olds (white collar workers) M/F • Independent purchase decisions • Earning and Spending hand is the same. • Income Bracket: PKR 25,000 – PKR 250,000 • Executive, Managers, Artists, Media Personnel • Ambitious, Talented, Go-Getters, Socially active, Fashion concious • Look for Quality & Convenience MARKETING PLAN
  14. 14. Positioning and Differentiation: • Hip Fashion Forward Brand • Colors, Cuts, Designs, Affordability • Renowned trademark • R&D for competitive edge • Fashionable & Decent but trendy line for women • Conservative but good quality product for older age bracket (MEN) • Accessories for all tech savvy professionals (Mobile cases, laptop cases, wallets, bags, shoes etc) • For Tech Savvy, easily influenced professionals moving from university to work life • Psychological queues: Stylish, Trendy, Fast Fashion, Comfortable, Affordable, Top Quality MARKETING PLAN
  15. 15. “Work, but look good doing it” “Don’t just work the part, look it” “Seal the deal, with a kick in your heels” MARKETING PLAN
  16. 16. Product • A Fast Fashion, up to date brand that is unique with highest quality, designed for professionals. Price • Affordable prices, regular sales and discount cards. Promotion • Awarenes through hoardings, magazine shoots, event sponsorships, fashion shows, articles, mobile masked sms and social media. • Association of young and exceptional personalities in the corporate world with the brand as brand ambassadors – Brand Endorsement Placement • At retail outlets of Working Class H2T – Commercial areas of Metropolitan cities E-Business: • Social Media will play a vital role in promotion and advertisement • Interactive website for TOPSHOP Pakistan, available for online shopping and customer service with semiannual SEO for the website. MARKETING MIX
  17. 17. Heads Expense (USD $) Duration Market Research 1000 Per year Shop Fascia 200 Yearly Website & SEO 850 Upgradeable Print & Magazine 4000 Yearly Hoardings 1000 Varying Durations Social Media Marketing 3000 Per Year Mobile SMS 1500 Per Year Event Sponsorships 8500 Once a year Agency fees 8000 Yearly Creative Design 4500 Yearly Total Expense 32,550 Approximate figure PKR @ 98.27 3,198,689 Approximate figure MARKETING BUDGET

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