3-Year Marketing Plan
Table of Contents
Mission Statement 3
Product Description and Classification 3
Consumer Product Classification 3
Target Market 3
Competitive Situation Analysis 3
Analysis of Competition using Porter’s 5 Forces Model 3
SWOT Analysis 4
Market Objectives 6
Product Objective 6
Price Objective 6
Place Objective 6
Promotion Objective 6
Marketing Strategies 7
Product Strategies 7
Price Strategies 7
Place Strategies 7
Promotion Strategies 7
Tactics and Action Plan 7
Product Action Plan ...view middle of the document...
Also, but looking at the clients current wardrobe, by getting to know the client and their likes and dislikes, then we can also suggest outfits for special occasion that will stay within their budget and current taste in clothing.
Consumer Product Classification
The consumer product is a specialty offering. While clients can come back to utilize the service as their clothing wardrobe expands, or for personal shopping advising, it is possible for a client to only utilize our service a single time and still have it be a happy, satisfied encounter for the client.
The target market for our service is women in their 20s to women in their 60’s. Women who recognize the many roles and aspects of the lives they lead.
These are single, married, divorced or widowed women. There is no limitation on their income, they may have a need to maximize a smaller wardrobe for monetary reasons or they may be frugal shopper or simply just need help on how to mix and match their wardrobe.
They will all need to be comfortable with technology enough to take digital pictures of their clothing (preferably with them in several of the outfits), able to upload the pictures to our site and to be comfortable with email or chat exchanges with our staff regarding our service.
Competitive Situation Analysis
The marketing environment is a large one with endless possibilities but also some limitations and obstacles that can be overcome.
In a current market analysis, there is not a company for adults that is doing what we are proposing through the internet. There are some individuals that do offer services such as coming to a client’s home and going through their current wardrobe to assist in mixing and matching and eliminating items that they do not feel “work” for the client. Also, there is Garanimals© for children, a line of mix and match clothing where animals guide parents with what items can easily be worn together.
We are not limited by geography and proximity because we are working remotely. In addition, we are not intending to subject the client to our own personal taste, but instead advise them on how to get the most combinations and suggestions of styling with their current wardrobe. We will not suggest that a client discard items, but hope that as they find styling’s that are more attractive that they will develop their own preferences within their style.
When clients express affection or unhappiness with specific items, we will ask probing and open ended questions to learn what they were drawn to in the piece, what they dislike, etc. in order to really get a sense of the client and their likes. We will also ask about who their fashion “heroes” are or for examples of celebrity outfits that have caught their eye.
We do recognize that because this is an internet based business relationship, it is not difficult for a competitor to enter the market. However, we hope to go beyond providing a...