A revolutionary line of athletic apparel with the ability to monitor body temperature and climate in order to adjust to ultimate comfort level. The secret is a new, state of the art fabric known as Tempra-Fiber which adjusts to temperature and also blocks harmful UV rays from penetrating the skin. 365 Athletic Apparel is made of 50% Tempra-Fiber and 50% Cotton so it is comfortable and versatile. Its versatility creates a great look for both exercise and casual wear.
The athletic apparel market is thriving 8.5% growth from 2003-2008 = $14.1 billion industry Estimated to grow another 8.5% by 2014= $15.3 billion industry The athletic apparel industry is dominated by moisture-wickingfabrics representing 67%. There is a need for a more comfortable and casual design. Out of thousands of consumers surveyed by Lifestyle Monitor, only 3% were satisfied by the performance wear currently in the market. Dissatisfied customers= Marketing Opportunity!
Strengths: •Consumers are willing to pay more for quality athletic wear. • We have a revolutionary fabric that our competition does not have.Weaknesses: • Standing out amongst successful competitors such as Under Armour, Nike, and Reebok that already have consumer loyalty.
SWOT Analysis Continued…Opportunities: • Tempra-Fiber allows for endless possibilities. (shoes, headbands, gloves, military uniforms, etc) • There is a high demand for cotton athletic wearThreats: • Growth could be limited if professional athletic leagues claim Tempra-Fiber gives athletes an unfair advantage due to its ability to: • keep athletes muscles warm under cool conditions • keep athletes cool in hot weather.
Problem Solution As a new company it will Create bold and be difficult to get pro convincing ads that endorsements and change their minds. Be investors. aggressive. Gaining the approval of our Emphasize that we have a target audience completely new product that is far beyond that of our competition.
1. Capture target audience through seeing/hearing using logos, slogans, and creative ads2. Provide information to consumers about our new brand Description of tempra-fiber and UV protection on clothing tags Provide additional information via the internet, flyers, etc3. Show practical use Versatility- casual line and performance line Can be worn by anyone- athletes, casual exercisers, stay at home moms, college students, etc. Adjusts to any temperature it is exposed to. “With 365 Athletic Apparel less is more 365 days a year”
Men, Women and Teens ages 14-35 Athletes (Pro, College, High School) Casual exercisers Active Young Adults
365 Athletic Apparel represents excellence inathletic clothing. We are the first to use tempra-fiber and we strive to remain the best at all times. Our apparel is reliable and functional for alllifestyles.
365 Athletic Apparel is going viral in a BIG way. Advertising is expensive but social media is free so we will use all the popular networking sites. 365 will have our own Facebook Page, Twitter, YouTube videos, and of course our own website.MAJOR BENEFITS OF SOCIAL MEDIA Communicate directly with customers Ask for feedback, positive and negative to help growth Easy way to share promotions, events, upcoming products, etc
BUDGET ALLOCATIONOur media planning and buying budget will be split into foursectors :1. Print Media - Magazines, Newspapers, Billboards, Flyers2. Internet Marketing - 365 Athletic Apparel website (creating and maintaining), pop-up ads, promoters3. Event Marketing - Sponsoring local and regional sports events, trade shows, Arnold Classic, etc.4. Miscellaneous - Any other form of media or advertising that needs to be funded to help promote our company.
Selling Premise -To provide quality products to all consumers and give them comfortable apparel that they can wear to the gym to enhance performance or just around the house. - Our apparel containing 50% cotton will be great for the 80% of consumers who wear athletic apparel around the house!
-Buying 365 Athletic Apparel is the logical choice, we are saving customers money.- We can become a global brand because our products function in any climate.-With Under Armour, Nike, Reebok or any other brand, clothing is seasonal depending on where you live. •365 Apparel does not go out of season, you only need one or two items and they function year round which will save money.
1. Only 3% of consumers from the Cotton Inc. survey were satisfied with their current performance wear. We want consumers to know that they can count on us to change that statistic. 365 Apparel is unique, reliable, and durable.2. Make it known that we are nothing without our customers • Call or email 10-15 customers a day and thank them for shopping with us and let them know we appreciate their business. • Building relationships leads to loyalty.
3. Stay consistent. •Even though we are trying to reach several different audiences with our products, our messages must relate and emphasize the same things so that we do not confuse our audiences. • Whether we are creating ads for teens or adults, the theme will be that 365 Athletic Apparel stands for premium quality clothing that sets us apart from the competition.
Hard Sell Approach: •Touch minds based on logic and facts • Information on Tempra-Fiber is going to be what sells the apparel. Frazer’s Creative Strategies: •365 Apparel is going to use the Unique Selling Proposition and also the Positioning Strategy. •Our products are unique because they are the first of their kind. •The positioning strategy will help us establish a place among the competition.
-Unique selling proposition and Positioning Strategy- First we need to gain respect and loyalty by being straightforward about the function of ourproducts before getting into more abstract ads.-In some ads, we would like to use comparisons toUnder Armour and Nike. We will expect them to create messages about our products as well Otherwise, we are not being seen as a threat
Offer discounts to athletic teams and gym members if they buy in bulk. Offer to customize athletic gear with school logo, gym name, etc In some cases, promotions can be risky because it could cheapen the brand. We will only have sales twice a year in order to create hype and entice consumers to come buy. Having frequent sales sends the message that our clothing is no longer worth paying full price for. Since 365 Apparel adjusts to the climate, it does not go out of season, therefore there is rarely a reason for sales.
There are many ways to see if goals are being accomplishedeffectively:1. Look at sales and especially at whether they peaked during a promotion or event to determine if money spent was worth it.2. Look at the amount of athletic teams we were able to sponsor within our first year and where we can possibly gain more teams.3. Are stakeholders willing to provide more money in the future? Are they satisfied with first year results and campaigns?4. We can check the success of our Webpage sales and see how many hits the site gets on a daily basis.
5. Check out the success of social media accounts. Look at the number of visits, likes, comments, followers, etc.6. With the involvement in community events and sports teams, look for any articles written about 365 Athletic Apparel to see if we are receiving positive feedback and recognition.7. Lastly, we can see if we are any closer to pro-endorsements or signing a celebrity or professional athlete to represent our products.
Division of Advertising Funds 5% 20% Print Media Internet Marketing 50% Event Marketing 25% Miscellanous - Estimated Revenue for 1st Year: $1,000,000-10% of Gross Revenue or $100,000 will go towards advertising
Wherever the Road May You can count Take You, on us.. 365Introducing 365 Athletic Apparel with NEW Tempra-Fiber Days A Year