ABC Marketing Plan - Web viewABC Marketing Plan. ... there is a total of four people involved in the...

Running head: abc marketing plan 1

ABC Marketing Plan

Melissa Khang

Bellevue University

abc marketing plan 2

I. Executive Summary

ABC Designs is an upstarting self-business that is through own technical skills, knowledge, and

experience. Through social media channels and word of mouth advertising and marketing tactics,

the business is starting to garner more customer attention based on the reviews received on

online media channels. Apparel from everyday wear to special occasion runs in the company and

starts with a high value on quality and uniqueness. Targeted towards every individual but with

the female population in mind, it ranges from all ages for all occasions.

Keywords: ABC Designs, marketing plan, advertising, formal and informal controls,

IMC, strategy, retail, competition, financial, budgets, executive positions.


ABC Marketing Plan

ABC is a fashion line that is currently in the works of more exposure and expansion.

With one designer, one person directing all sales and conducting the financial side, and two

models, there is a total of four people involved in the small organization. So far the organization

is conducting sales through word of mouth, social media, and a small business website that

showcases the individual and personal designs that has been produced and sold. Personalized

wear are also designed and produced as well depending on the customer’s specifications and

priced according to statistics.

II. Situation Analysis

A. The Internal Environment

Review of marketing goals and objectives

ABC’s goal is to provide apparel ranging for all ages for the female population in the

form of clothing applied for special outings or occasions. Marketing is to begin with

an update on all original designs on the website to provide samples of how the

product will create a unique experience for each individual. Additional marketing will

be done through social media and promotions. ABC is expected to increase their sales

and a potential of expansion in a year. Promotions will start with 10% off every

customer’s first purchase. Using Facebook, Twitter, and Instagram will enhance sales,

carbon footprint, productivity, and increase in advertising tactics for expansion.

These goals and objectives are currently being met by constant updates to all social

media outlets being used and generated. Along with the website, it is being monitored

for sales and carbon footprint through the tracking system attached to the website.

Sales are being tracked through email alerts for notifications.


These goals are consistent with the organization’s mission, recent trends in the

environment, and recent trends with customers all around the world. The designer has

had more than ten years of experience with designing and producing works of art.

Each piece is individual and a personal aspect of an influential form of fashion.

Gaining the perspectives and opinions of individuals through social media and

outings, products are producing Grade A remarks and compliments. The current

trends in fashion are instilled in the personal designs of the designer and that is what

makes each piece an extraordinary design. It creates a “magical experience” for the

consumer that purchases the product since there are not many that are made of a kind.

Review of current marketing strategy and performance

Marketing is currently being done through online channels of using Facebook,

Twitter, and Instagram to showcase designs and products produced. First time

customers will be taking advantage of the 10% discount off their total purchase.

Products are currently ranging from everyday wear to special occasional dressings.

The organization is also taking personal customer orders for special occasional

dressings as well. Pricing strategies are involving the cost of production and the value

of time issued to create the masterpiece. Pricing is variable and would start at an

affordable price of $20 for some pieces of clothing. Depending on the materials being

used and the time it takes to produce the masterpieces, price will be at an affordable

price that will have an individual equate it to an unimaginable experience.

Distribution will take place through shipping demands from the purchase process on

the online website. Shipping can be various depending on the location, product,

delivery time, and certain packaging requirements made by customers.


So far, Facebook is meeting the requirements for online sourcing. Instagram is

helping out with the tagging and hashtags. Pricing strategies are currently accurate

and customers are not complaining as of yet for the affordability. Twitter is not quite

up to par with gaining attention. This channel might be stopped if it doesn’t keep up

with generating enough followers by the next three months; thus creating a bigger

time span for more involvement in other channels of distribution.

The organization’s current performance is looking good. Overhead costs are

nonexistent due to the fact that the operation is undergoing through the house in

which the organization lives in rather than operating in a store. The organization does

not yet currently operate in an open store location because of expansion. Sales

volume is looking positive since all products are sold as they are made. With one of a

kind product, it markets towards young adults and college students more. Products are

bringing in a 30% profit on each item being sold. For instance, the business makes

$15 more on a product if it is being sold for $50. Current comparison to other

retailers, the business is not expanding out as wide but with the start-up and slowly

expanding to more than 30 customers so far, the business is still in good shape. The

business as a whole is in a steady horizontal incline and is slowly working its way up

the ladder.

Review of current and anticipated organizational resources

The owners of the organization have installed all equipments that are necessary in

order to produce designs and products. All investments poured into the business has

been at the expense of all the owners running the organization, including the two

models. With only two main people running the company and two models


showcasing the designs produced, costs are low. Relationships with suppliers around

the area are starting to lower their rates since a significant amount of materials are

purchased through the same vendors. The level of resources is likely to change in the

future if the suppliers run out of the materials needed. Other vendors would need to

be contacted and new relationships would have to start. The leverage that the

organization can add for additional resources are based on the close connection

relationship that the organization holds with the suppliers. Lower costs for materials if

bought in bulk and based on relationship status will affect the end costs. Lack of

resources will conclude in new vendors and suppliers that are farther away and that

will dedicate more time to find the right materials for the designs.

Review of current and anticipated cultural and structural issues

The positive of the firm is that it runs in the family and the support structure is very

strong. The firm believes in making the best out of any situation and providing the

best results upon results. The firm believes in maintain relationships to build loyalty

and adjust to customer demands if allowable and reasonable. The firm wants to stay

committed to the customers and listen to their opinions in order to generate more

great designs and new clientele. The firm is willing to embrace change in order to

develop more skills and experiences in all field aspects to improve business all

around. The organization wants to have equal share within the company so there are

no power struggles and internal struggles. The position in which the marketing

functions will remain an important job for all four people involved since it aligns with

the goals and objectives of the company for expansion and exposure. In the near

future or when the business is expanded with more exposure, changes in positions


will sure happen in order for the financials to cover costs and investments in order for

the business to survive. Employee satisfaction and morale will remain a constant job

that will be equal to customer satisfaction and morale as well. Keeping a close eye on

the satisfaction will engage in more productivity.

B. The Customer Environment

Who are the firm’s current and potential customers?

The firm’s current customers are mainly younger adults and older. Though the

business may target the female population, the other gender also shops as well for

their own reasons. The business tends to target those located in the city due to the

influence and abundance of people living within the city limits. Though advertising

and marketing may reach others in other geographic locations, we are always opening

the doors to new customers, no matter the location. Target market for the designs are

current trends in the fashion industry and for special occasions.

The product users are the four people that manage the business in order to orchestrate

marketing tactics to include other’s opinions for improvements, likes and dislikes.

Purchases are those that buy from the online website and those that are guided

through social media channels to the online business website. The designer will be the

one that will be buying the materials needed for the designs needed to be made. The

administrative person will handle the financial aspects of the organization. The two

models will share and handle the different types of marketing tactics instilled and

used throughout the process to enhance business exposure. Financial responsibility is

split between the four parties to have equal share of responsibilities.


What do customers do with the firm’s products?

Customers wear their products to introduce their own kind of fashion statement that

suits their needs and how they want to portray themselves to the world. the products

are purchased through in person purchasing (based on location), and through online

purchase orders from the website. Products are either purchased as an outfit or

individual, depending on the fashion sense of individuals. Any leftover materials are

used to create new pieces of designs to reduce waste. The organization will also try to

use materials that will be bio-degradable or recyclable materials in order for

consumption and disposal to be more environmental.

Where do customers purchase the firm’s products?

The customers will purchase the firm’s products through online channels and through

in person trade (based on location). E-commerce will expand the business through the

carbon footprints and visitations that the website tracks.

Why (and how) do customers select the firm’s products?

The organization follows current trends and fuses the designs through a personal

perspective in order to retain customer’s attention. Though the affordable pricing

strategy used may be higher compared to other retailers, the one of a kind styles will

rock the individuals’ persona, life, and comfort. We accommodate customers to their

specification if special orders are made for occasional events. We like to listen to the

customers in order to retain loyalty and treat customers the way the business would

like to be treated.


Why do potential customers not purchase the firm’s products?

E-commerce is hard for a small business to startup, especially dealing with sizing and

how it will look on the customer. Based on pictures and reviews, every individual will

be different and the look will also be different. On top of that, the delivery time that it

would take for an order to arrive will depend on the location and the date that the

styles of clothing are needed for.

C. The External Environment

Competition

The major competitor is every retail store that is available whether it may be e-

commerce or in store locations. Gaining the attention of customers is hard to do when

keeping with bigger corporations and stores that have more than enough to supple a

minimum of ten people with the exact same piece of clothing. Competitor’s sizing

and pricing can also be different and range from cheap to really expensive. The

quality of materials used will also have a very wide range since it is manufactured

ten-fold in a larger factory.

Economic Growth and Stability

Based in California in the United States, the fashion world is a hit or miss. To amass a

brand name and have loyalty is hard to come by. Located in the heart of a city is best

since it brings more exposure to the creative designs and marketing tools that social

media brings along the way. The designs need to be careful in a way that does not

infringe on other designers. Issues can be made through materials used to how the

final product will look like.


Political Trends

There are no political trends present at this time.

Legal and Regulatory Issues

There are no legal and regulatory issues present at this time.

Technological Advancements

The recent technological advances have given the business a hand in marketing and

how advertising the skills and relationships that it builds with customers will continue

to support success in the business. Located in PST, it gives the business an advantage

to ship out packages faster and may arrive earlier on time. Customers embrace the

advances in technology and is currently exposed to it. There are some customers that

refuse the advances due to the opinion of purchasing in person rather than through e-

commerce.

Social-cultural Trends

The business needs to tend to the needs of all customers of any gender, race, age,

demographic, and etc. The business does not discriminate and opens business to all.

Social-cultural trends that may conflict with the business would be based on cultural

beliefs and different tastes of clothing preferred over others. The ethical decisions of

the firm is based upon majority rule and how it will treat customers the same even

though there may be rough customers along the way.

III. SWOT Analysis

A. Strengths

One of a kind designs

Follows current trends and personal fashion style


Affordable pricing strategy

Customer-business relationship (loyalty)

Materials individually chosen and personally made to specifications

Listen to customers and what they would like to have and see on their

products to introduce a one-of-a-kind

PST to generate more sales and make early delivery times for shipments

and packages

B. Weaknesses

Too many competitors with other retailers

Pricing may not be as affordable to some customers

E-commerce may not be as successful to customers who prefer to shop in

person to have the real experience of trying on the piece of clothing

Not enough space for operation

Not enough financial opportunities

Financial aspects may need an injection or investment

C. Opportunities

Financial injection for expansion and exposure

Hire more staff

Delegate duties and jobs to other potential employees

Expand social media channels to introduce brand and products

Possible exposure to higher clientele

Potential exposure to a larger market


D. Threats

Customers may not trust the brand, product, or website

Competitors will have an advantage in all aspects of issues

Doing business in e-commerce for expansion

Products may not meet the needs of customers

Delivery times may not arrive on time due to unscheduled emergencies or

weather

E. The SWOT Matrix

Strengths: Affordability PST time zone One-of-a-kind designs Goes with customer

specifications Business-customer

relationships Loyalty to brand Environmental materials and

supplies

Opportunities: Financial injection More staff Possible exposure Possible expansion Social media channels

expansion and exposure

Weaknesses: Affordability E-commerce may not be the

way Operation space (Overhead)

Threats: No trust Competition E-commerce expansion Meeting the needs of

customers Delivery time

F. Developing Competitive Advantages

With a financial injection or investment into the organization, the business will be

able to pick up more employees and delegate tasks to produce more productivity and

sales. The designs will be produced at a faster rate with attention to detail. Social media


channels will also help the company detail where improvements need to be made, the

fashion trends, hits and misses.

G. Developing a Strategic Focus

The business does not focus on aggressiveness. It focuses on giving the customers

the choice to purchase what they want and to evaluate the products available. The

clothing is diversified to fit all fashion statements that individuals want to make.

IV. Marketing Goals and Objectives

A. Marketing Goal A: Provide apparel ranging for all ages for the female

population in the form of clothing applied for everyday wear and special

occasions.

Objective A1: The website where purchases are to be made needs to be

constantly updated and accessible in order to determine turnaround time for each

design purchased and produced. Delivery is based upon customer’s choice and

need through the purchase process. The designer is responsible for the product

itself to ensure that stitching is aligned and sewed on correctly. The administrative

person is in charge of handling shipping and delivery.

B. Marketing Goal B: Social media channels are to advertise and market the

products available and sold.

Objective B1: Facebook, Intagram, and Twitter will supple with marketing tactics

to ensure that exposure and expansion is slowly working its way to more clientele

and customers. Sales and profit should see at least see a 20% increase by the end

of the year through social media channel marketing. Carbon footprint will also

have expanded by 30% by the end of the year.


V. Marketing Strategy

A. Primary (and Secondary) Target Market

Primary target market

Female population- ranging in all sizes from newborn to older adults

Everyday wear and special occasion choices available

Located more in the city wear based on current trends and income levels

Apparel ranges from $20 +

Individuals with fashion sense or their own unique twist – one-of-a-kind

Secondary target market

All individuals needing to purchase apparel for the other gender or themselves

Located more in the city wear based on current trends and income levels

Apparel ranges from $20 +

Individuals with fashion sense or their own unique twist – one-of-a-kind

B. Product Strategy

Brand name, packaging, and logo design:

Products are wrapped in tissue paper in a clean box to ensure the value and

quality of the product. It is also to protect the clothing from outside damages.

(Example: weather). For special occasion dresses and outerwear, a garment bag

will be packaged with the product as well.

Major benefits and features: One-of-a-kind clothing, special creations and

designs, designed and produced suited to needs and wants of the customer,

apparel mostly runs in petites, environmentally safe, attention to detail.

ABC

Designs


Differentiation/positioning strategy: Apparel pricing starts at $20 +. Pricing is

based on quality and value of product. Along with materials needed for the

specified project and design. Products can be altered due to different sizing for an

appropriate fit at a low price starting at $5. Positioning the product will mostly be

free of flaws since it is manufactured by one designer and all outputs are then

evaluated based on sewing patterns and alterations.

Supplemental products: Customer service is something the company wants to

achieve to the fullest potential. Every customer will deserve and receive a great

shopping experience with help and needs provided to.

C. Pricing Strategy

Overall pricing strategy: apparel begins at $20 +

Pricing compared to competitors: pricing is ranged average compared to others

and it may also reflect a high price based on unique designs. Products are

outsourced by hand and quality is chosen by specific measurements. Discounts

are 10% for every new customer’s first purchase.

D. Distribution/Supply Chain Strategy

Materials are chosen through hand-picked items, along with supplies needed for a

design or project. The design or project is sewn by machine and hand to utilize the

unique experience of an appropriate fit. Distribution is handed through careful

packaging in tissue paper for all products in a clean environmental box to protect

products.


E. Integrated Marketing Communication (Promotion) Strategy

Through social media channels, the business will undergo constantly newsfeed

and updates to regulate the current trends in fashion targeted towards the female

population and everyone who has their own unique blend in style priced at $20+

for everyday wear and special occasions.

VI. Marketing Implementation

A. Structural Issues

With the desire for expansion, more employees will need to be hired when sales

start to accumulate. Executive positions will need to be refiled when the time

comes for a cash injection or investment. A proper place for business and a

possible store location may need to be opened in order to have more exposure and

expansion to increase sales and brand name.

B. Tactical Marketing Activities

Specific Tactical Activities Person/Department Responsible

Required Budget Completion Date

Product Activities:1. Outsourcing 2. Designs/projects3. Product process4. Measurements/evaluations

Designer Ranges based on the design and product

Approximately 2-4 weeks depending on the design and difficulty of production

Pricing Activities:1. Based on materials and supplies

used

Designer Ranges based on the design and product; starts at $20 +

Approximately 1 week within completion of design

Distribution:1. Packaged in tissue paper2. Garment bag for dresses3. Boxed in a clean box for delivery4. Sent for delivery

Administrative staff in charge of finances and shipping

Charges will vary and range depending upon shipment location and delivery time processed and needed by the customer’s choice

Delivery is supported within 2 weeks of order date. Fast delivery time turnaround for great customer service and satisfaction.


at checkout.IMC:1. 10% off for customer’s first purchase

Administrative staff Calculations are done within the purchase process is customer chooses to receive 10% with the code attached with first access to website.

When the customer is prompted to apply the code for the promotional percentage off of purchase.

VII. Evaluation and Control

A. Formal controls

Input Controls: All equipments are purchased through self-purchase. All

injections of monetary value are supplied through owner’s equity in which the

four employees are monitoring for the business to stay afloat. Research and

development are done through experience, skills, and knowledge.

Process Controls: At this time, no process controls are needed.

Output Controls: Customer feedback and opinions are much needed and listened

to in order to produce greater works of art and unique designs. Social media will

also play a part in marketing and advertising goals.

Overall performance standards: Profitability is due to start at a minimum of 15%

per product/design. Customer service is highly rated at A+ in regards to returned

calls, help desk, questions, delivery, and etc…

Product performance standards: Product is high standard. Sewn by hand and

machine to guarantee the same quality in stitches and application of supplies on

materials.


Price performance standards: Pricing is average compared to competition and may

range in a higher price by personal request for designs and projects. Apparel starts

at $20 +.

Distribution performance standards: Product is wrapped in tissue paper to

preserve the material and product. Garment bags are also packaged with the

product to ensure packaging when not in use. Packaged in a clean environmental

box for shipping and delivery. Delivery method is within 2 weeks depending on

location and weather.

IMC performance standards: 10% off is given during a customer’s first purchase.

Greater promotions will be given out when expansion happens.

B. Informal Controls

Employee self-control: Employees are self-motivated and adhere to the culture

of the organization. They are dedicated to see the start-up of their very own hard

work and companionship. Employees are confident in their own skills,

knowledge, and experience.

Employee social control: Employees care for one another and treats each other

as family. Support system is very strong within the organization.

Cultural control: Based on ethical and moral values introduced in the

relationships between all four employees within the organization.

C. Implementation Schedule and Timeline

Month January February MarchActivities Week 1 2 3 4 1 2 3 4 1 2 3 4

Product ActivitiesOutsourcing materials X X X X X XSupplies X X X


Design X X XSewing/Product production

X X X X X X

Pricing ActivitiesValue and Quality X X X

Distribution ActivitiesWrap in Tissue X X XDelivery and shipment X X X X X X

IMC ActivitiesFacebook X X X X X XInstagram X X X X X X X X XTwitter X X XBusiness Website X X X X X X X X X X X X

D. Marketing Audits

Marketing activities are being monitored every two to three hours in regards to alerts

for purchases and updates on social media. Social media channels are monitored on

different weeks. Facebook and Instagram are monitored two weeks in a row due to

the influx of customers and their reviews. Audit is to be monitored and looked at in

regards to the designs and how customers are “liking” or “disliking” the designs and

projects.

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