![-136525962025<br />Pearl Academy of Fashion<br />2295525318770<br />“This project is submitted by Vasundhra Goel in Partial Fulfilment of the Requirements for the Degree of Masters in<br />“Fashion Marketing Management”<br />(2010-2012)<br />Name of Faculty – Mrs. Nandita Abraham<br /> Mr. Ramesh Tahiliani<br /> Mr. Aalok Wadhwa<br /> Mrs. Sunita Gupta<br /> Submitted by – Vasundhra Goel<br /> MAFMG 10514<br /> Date of Submission – 2nd May’2011<br />Acknowledgment<br />The project in itself is an acknowledgement to the inspiration, drive and technical<br />assistance contributed by many individuals. With immense pleasure I acknowledge<br />my gratitude to all the persons whose support and guidance have aided me in carrying<br />out the project work.<br />I have a great pleasure in acknowledging the help received from my mentors who<br />favoured me in giving shape to this project:<br />Mrs. Nandita Abraham (Head of Department, Business and Technology)<br />Mr. Ramesh Tahiliani (Fashion Marketing Systems and Processes )<br />Mr. Aalok Wadhwa (Marketing Strategy)<br />Mrs. Sunita Gupta (Research Methodology)<br />For their co-operation and support so liberally to me in completing this project.<br />I would also like to thank to my dear friend Sugandh Fialoke who helped me in various<br /> tasks for the execution of this project. <br /> Vasundhra Goel<br />Aim of the Project<br />The primary aim of the project is to develop an integrated strategic marketing plan for a social enterprise. And the secondary aim of the project is to learn the process of developing a marketing plan for an organization. <br />Executive Summary<br />The purpose of this project was to develop an integrated marketing strategy for a social enterprise. In order to develop a well planned marketing strategy various analysis were done. All these analysis included understanding of the organization and its working, its industry, competitors, customers, environment etc. And these analyses allowed developing best strategies to follow for the achievement of the company’s strategic goals. Masoom will market its handloom products specially kitchen linen products through these strategies.<br />A proper strategic marketing plan with strategies for product, price, packaging, promotion and place is recommended along with recommendation for creating strong awareness for the Masoom. Different strategies like niche product strategy, market oriented pricing strategy, sustainable packaging method which will have impact on consumer’s mind, below the line promotion strategy and different promotion strategies for selling handloom products along with Business to Business distribution strategy is recommended. Rationale for each strategy is being provided in appendices.<br />Financial analyses in terms of gross profit margin are also done keeping in mind the new marketing strategy. Evaluation and control analysis were also done so that organization remains pro active for any kind of obstacle that may happen during implementation of new plan.<br />Table of Contents<br />1.Introduction…………………………………………………………….. 1-5<br />1.1.Organization profile…………………………………………………….. 1-4<br />1.2.Gap identified…………………………………………………………… 5<br />2. Research Methodology………………………………………………….. 6-7<br />2.1Research objectives……………………………………………………… 6<br />2.2Research design………………………………………………………….. 6<br />2.3 Sample definition………………………………………………………… 6<br />2.4 Data collection and analysis method…………………………………….. 6-7<br />3 Situational Analysis…………………………………………………….. 8-16<br />3.1 SWOT of Masoom………………………………………………………. 8<br />3.2.Competitor analysis……………………………………………………… 9<br />3.2.1 Competitive edge of Masoom with other competitors…………………... 9<br />3.2.2 Perceptual mapping……………………………………………………… 10<br />3.3 Customer analysis………………………………………………………... 11-14<br />3.4Environment analysis…………………………………………………..... 15-16<br />4.Marketing Program Strategy and Tactics……………………………… 17-24<br />4.1.Marketing and product objectives……………………………………….. 17<br />4.2.Product strategy………………………………………………………….. 18<br />4.3.Packaging strategy……………………………………………………….. 18<br />4.4.Pricing strategy…………………………………………………………... 19-20<br />4.5 Promotion strategy………………………………………………………. 21-22<br />4.6 Place or distribution strategy…………………………………………….. 23<br />4.7 Brand identity prism………………………………………………………24<br />5 Financial Analysis……………………………………………………… 25<br />5.1 Gross profit margin……………………………………………………… 25<br />5.2 Cost of promotion material………………………………………………25<br />6 Implementation Plan……………………………………………………. 26<br />6.1 Gantt chart………………………………………………………………. 26<br />6.2.Promotion schedule……………………………………………………… 26<br />7 Evaluation and Quality………………………………………………….. 27<br />7.1Quality control…………………………………………………………… 27<br />7.2Risk analysis………………………………………………………………27<br />7.3 Evaluation analysis………………………………………………………..27<br /> References……………………………………………………………….. 28<br /> Appendices………………………………………………………………. 29-42<br />,[object Object]](https://image.slidesharecdn.com/titlepages-110516111340-phpapp01/85/title-pages-1-320.jpg)
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- 3. Place or distribution strategy……………………………………………. 32
- 4. Quantitative tool survey – questionnaire…………………………………33-35
- 5. New logo for Masoom……………………………………………………36
- 11. Packaging - newspaper hand bag……………………………………… sample
- 14. Movie of Masoom……………………………………………………….samplePromotion material<br />Submitted by: Vasundhra Goel<br /> MAFMG - 10514 <br />