Propuesta de Plan de Marketing elaborada para una agencia de publicidad que lleva la promoción de los centros de Primark en España. Trabajo elaborado junto a mi compañero del IE - Carlos Morales (@cmorales)
The second part of a MBA course in Marketing Essentials. Brought to you by Anglo Business Publications. In this section we will cover;
The marketing environment
SWOT
Markets
Market segmentation
Selecting target markets
Propuesta de Plan de Marketing elaborada para una agencia de publicidad que lleva la promoción de los centros de Primark en España. Trabajo elaborado junto a mi compañero del IE - Carlos Morales (@cmorales)
The second part of a MBA course in Marketing Essentials. Brought to you by Anglo Business Publications. In this section we will cover;
The marketing environment
SWOT
Markets
Market segmentation
Selecting target markets
A Presentation that Analyzes the Fashion Industry in Spain in regards to developing a marketing plan that introduces Express Clothing company to the region. Developed for Academic Purposes.
Japanese apparel brand Uniqlo is seeking a creative agency partner in the U.S. The review comes as the brand looks to increase awareness and amplify marketing efforts in the States.
Uniqlo is a growing global fast-fashion brand, but it takes a different tack. Quality is a selling point, just as much as price (their website currently features shirts made from 100% premium French linen), and their target market is young men.
Digital Marketing Strategies. Case study - Mango Marina Decuseara
What platforms the website has in place and how it should enhance them, the position against their primary competition, how its strategies and tactics are influenced by brand, targeting and positioning, kewords employed in the organic and paid search, email marketing strategy, my recommendations for the organisation.
A Presentation that Analyzes the Fashion Industry in Spain in regards to developing a marketing plan that introduces Express Clothing company to the region. Developed for Academic Purposes.
Japanese apparel brand Uniqlo is seeking a creative agency partner in the U.S. The review comes as the brand looks to increase awareness and amplify marketing efforts in the States.
Uniqlo is a growing global fast-fashion brand, but it takes a different tack. Quality is a selling point, just as much as price (their website currently features shirts made from 100% premium French linen), and their target market is young men.
Digital Marketing Strategies. Case study - Mango Marina Decuseara
What platforms the website has in place and how it should enhance them, the position against their primary competition, how its strategies and tactics are influenced by brand, targeting and positioning, kewords employed in the organic and paid search, email marketing strategy, my recommendations for the organisation.
3. Industry Overview
- Highly Fragmented
-12,290 Fashion Design Businesses in U.S.
- 5% Control of Market = Dominate Company
- Louis Vuitton: 3% Market Share
- Gucci: 1% Market Share
5. Marketing Needs
- Offer an international inspired
brand proposition that is targeted
at discerning customers who are
looking for stylish, technological
advanced, one-of-a-kind designs
that are made with the highest
quality that live in the greater Los
Angeles area.
- International Clothing
- Clothing whose design is
influenced by cultures all over
the world and made with top
of the line materials
throughout the globe.
- Features
- Style
- Assortment of sizes
- Functional and Fashionable
- Ease of Care
- One of-a-kind designs
- Status symbol
- Specific stitching materials
and production design
- Technologically advanced
- Anti-microbial Finish
- Special stain-release fabric
treatment
- Fluid-repellant finish
6. Market Growth
- Expected revenue is estimated to increase by 3.6%
annually to a net worth of $1.3 billion by 2017.
7. Market Trends
- “Fast Fashion”
- Mass-Market Retailers
- Designers collaborate with fast fashion
retailers like H&M and mass merchants like
Target to deliver lines specifically made for
these outlets.
- Emergence of Diffusion Lines
- Diversification
9. Objectives
• Marketing
- Customer Acquisition
- Expand customer base by adding 50 new customers
every two months for the first two years of operation.
- Product Development
-Develop and introduce 5 new t-shirt designs for
every season for the first year of operation.
- Unit Sales
- Sell 200 t-shirts to each of our targeted segments
every month for the first 2-5 years of operation.
- Market Share
- Capture at least .10% of the Los Angeles
market within the first 2-5 years of operation.
10. Objectives
• Financial
- Sales Revenue
- Achieve sales revenue between $102,000 -
$107,000 within our first year of operation
- Product Sales Revenue
-Achieve product revenue $25,500 – 26,750 per
quarter.
- Profitability
- Increase our yearly profit by 25% annually
within our first 3-5 years of operation.
11. Objectives
• Societal
- Conservation
- Reduce stores use of electricity by at least 5%
annually
- Reduce Waist
Increase the proportion of recyclable product within our t-shirts
to 20% by the start of our second year of operation.
- Build Awareness
- Build Awareness among our target market about ways to be
sustainable consumers by attracting 1,000 visitors to our
company’s web page daily.
- Community Involvement
- Encourage employees to volunteer for local projects around the
community, by allowing them 30 hours of volunteerism per year
on company time.
12. Branding
- Private Label
- Control over our product factors
- Ability to make quick adjustments
- Easier to customize brand labels
- Fit our Brand Positioning and Image
- More Distinctive/Appealing
- Utilize across all consumer touch points
- Symmetrical and is visually appealing to the eye
- Utilize bold colors that draw and hold attention
- ULIMATE GOAL
- Distinctive marketing assets to replace our brand name in
marketing initiatives.
13. Advertising
- Most Ideal Communication Channels
- Magazines
- Ok!, In Style, Elle ,Self, Seventeen, Shape, Teen Vogue,
Glamour and Cosmopolitan.
- Radio
- Weekends from 7:00 pm –Midnight and from Midnight - 6:00
am.
- Internet
- MTV.com, LivngSocial.com, TicketMaster.com and Vevo.com.
- Social Media
- Twitter, Facebook, etc.
- Cable Television
- BET, Bravo, Centric, E!, Fox Soccer Channel, Logo, and MTV
Tr3s, Soapnet, and Style.
14. Pricing
- Position in Industry
- Create a fixed price that will be consistent with our positioning
Exclusive and Luxury item.
- Value-Based Pricing Model
- Customers’ perception of value of our t-shirts and the price that they
would be willing to pay in able to determine a fixed price for our t-shirts.
- Strategy Downturn
- Achieving a reasonable gross profit margin
- Prices would be set at level that is focused on customer retention
and overall growth within the fashion design industry.
TOTAL PRICE $80 - $200