The document outlines a marketing plan for the men's clothing brand Markham. It seeks to establish Markham as a movement for personal style expression among urban males aged 15-24. The plan involves 3 phases: 1) Creating mystery around the movement through outdoor advertising; 2) Launching an interactive Facebook page asking users to show their style; 3) Bringing styles to life through customized loyalty cards, catalogues, and in-store displays. The objectives are to increase brand clarity and youth awareness, while growing the online account base. If successful, the plan will position Markham as the choice for those making a distinct style statement.

3. WHAT WE DO
• Use
what
the
company
has
by
doing
intensive
research
into
the
companies
exis6ng
contact
points,
reso
urces
and
revamping
them
according
ly.
• Integrate
contact
points
.
• Long
las6ng
sustainable
-­‐solu 6ons.

4. ORDERS
• Consumer
research
and
trends.
• To
define
Hot
Spots
of
the
Markham
man.
• Create
an
in-­‐store
experience
and
develop
a
range
of
jeans.
• Encourage
people
to
create
an
account
and
buy
more.

5. WHY WE CAN HELP
• We
are
young.
• We
understand,
use
and
live
social
media.
• We
live
for
simplifying
informa6on.
• Resourcefulness.

6. GLOBAL
SITUATION
• Poli6cal
movements
created
online
using
TwiKer
and
Facebook.
• Unifying
the
masses
to
one
cause
• Can
use
social
media
as
a
cheaper
op6on
to
communicate
to
large
audience

7. RESEARCH
Surveys:
• 100
handed
out
• In-­‐store
customers
• Out-­‐store
customers
•
Interviews
:
• 5
store
manager
• 8
staff
interviews
• In-­‐store
Markham
shoppers

8. KEY INSIGHTS
• Appeals
to
younger
and
older
clientele
• No
dis6nct
brand
differen6ator
being
communicated
• Guys
hang
out
in
groups-­‐
Bromance
• Everyone
has
their
own
unique
style
• SUPER
Ac)ve
Facebook
page
:
40
000
poten6al
ambassadors

11. C O M P E T I TO R I N S I G H T S
• Trendy
• Fashionable
• Convenient
• Quality

12. THE GAP WE ARE FILLING
Therefore:
the
gap
Markham
is
filling
Your
personal
style
statement

13. OUR
PEOPLE
All
have
in
common
• All
make
their
individual
style
statement
• Similar
a[tude
We
named
it
………

14. “THE MOVEMENT”

15. KEY ISSUES
• How
can
Markham
claim
its
own
differen6ator
to
ensure
clarity
and
difference?
• How
can
Markham
also
take
full
advantage
of
the
youth
market
in
an
aim
to
expand
its
target
market?

16. OBJECTIVES
Primary:
1.
To
increase
brand
appeal
from
a
35%
unclear
percep6on
to
one
of
80%
clarity
by
March
2012.
2.
To
increase
brand
awareness
for
males
between
the
ages
of
15
to
24,
from
a
level
of
45%
brand
recogni6on
to
a
level
of
80%
brand
recall
by
the
end
of
November
2011.
Secondary:
3.
To
increase
the
number
of
online
account
holder
applica6ons
by
20%,
by
the
end
of
March
2012.

17. Uzzi- Italian inspired tailoring, for the youthful, fashionable and
trendy South Africans.
Truworths man- International standards, youthful, trendy,
adventurous and focus on quality for South Africans.

18. POSITIONING
Markham is a men’s fashion movement that provides
the urban male with cutting edge clothing options, to
make a distinct personal style statement.

19. MESSAGE
Express
your
personal
style
statement,
join
the
movement.

20. CONCEPT
The
Markham
movement
of
expression
for
personal
style.
What
is
the
movement
–
where
you
can
express
your
style
statement

21. INFO-GRAPHIC

23. PHASE
1:
• Crea6ng
buzz
and
mystery
about
the
movement
leading
everyone
to
the
MARKHAM
facebook
page.
PHASE
2:
•
MARKHAM
facebook
page,
show
us
how
you
make
your
style
statement
PHASE
3:
• Bringing
your
style
statement
to
life

24. PHASE 1 :
Crea6ng
buzz
and
mystery
about
the
movement.
Leads
to
facebook

25. OUTSIDE
Posters
on
streets
of
South
Africa
to
create
buzz
about
the
movement.

26. OUTSIDE

27. OUTSIDE

28. MALLS

29. MALLS

30. MALLS

31. MALLS

32. MALLS

33. ONLINE

34. ONLINE

35. PHASE 2 :
Dynamic
facebook
page
and
show
us
how
you
make
your
style
statement

36. IN-­‐STORE

37. ONLINE

38. ONLINE

39. ONLINE
Tell
Markham
about
yourself
and
create
your
own
poster

40. ONLINE
Share
your
Poster
online
and
win
your
ougit
you
created

41. PHASE 3 :
Bringing
your
style
statement
to
life

42. LOYALTY
CARD
Customize
your
own
loyalty
card
from
the
facebook
game
feel
part
of
the
movement

43. CATALOGUE
Create
your
ougit
in
the
game
which
Markham
will
use
in
their
catalogue

44. STORE-­‐
WINDOW
Winners
of
the
create
your
own
ougit
compe66on,
posters
and
ougits
on
display.

45. November
December
January
Year of 2012
Radio advertisement
Bags and stickers
Newspaper Posters
Street pole campaign
Catalogue
advertisement
Digital information
boards
E-banner
Alternative contact
point
Interactive in-store
display
FACEBOOK

46. BUDGET
Street Pole advertising R 450
Street pole posters R 700
Retail shopping bags and stickers R 804 540
Alternative Media R 714
Digital Information Board R 2000
Radio Spot R 304 640
E Banner R 1 800
Facebook Application R 60 000
Interactive in-store display R 16 014
R 1190 858.00

47. WHAT
THE
ATTIC
ACHIEVED
• We
have
u6lised
and
found
trend
seKers.
• We
have
iden6fied
hot
spots.
• Tool
to
find
out
what
your
people
love-­‐what
jeans
they
love.
• In-­‐store
and
out-­‐store
experience.