Marketing Plan for Launching Ethnic Wear Clothes

This assignment provides a comprehensive marketing plan for launching ethnic wear clothes in India by Hollister. The plan includes a detailed analysis of the product, pricing strategy, promotional activities, social media marketing, and budget allocation. It also discusses market segmentation, targeting, and positioning strategies to reach the target audience of teenagers belonging to the middle-income group. The report concludes that a well-planned market strategy is essential for the success of any product launch in a new market.

individual market
plan

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Over view of company ..............................................................................................................3
Marketing plan for Hollister .......................................................................................................3
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing plan can be defined as the business document which outlines the marketing
strategy which will be utilized by organization for promoting goods or services. It covers
detailed information related to costs, action steps, goals (Camilleri, 2018). An effective
marketing plan assists an organization in accomplishing desired objectives. It helps an enterprise
in developing the products or services for fulfilling the needs of target market.
The report will include the marketing plan for Hollister. It is basically a British
multinational company operates business in retail sector. Study will have focus on identifying the
factors which can have effect on marketing plan of an organization.
MAIN BODY
Over view of company
Hollister is a American lifestyle brand which specializes in selling clothes. The clothes
which are sold by organization are Jeans, shirts , jackets , shoes , hats etc. An organization is
among one of the most profitable companies. It is among the second most preferred clothing
brand among Teens .
Marketing plan for Hollister
Hollister is planning to expand its business in Indian market. An enterprise is planning to
sell ethnic wear clothes. An enterprise has selected India to sell causal wear, as it is the nation
with diverse population. Other reason for selecting the specific market is that most of the
teenagers in India prefer to wear causal clothes and India is the nation where most of the
occasions are celebrated. So it would be easy for marks Spencer to attract people for buying
clothes. Consumer in market is highly sensitive to the product, Hollister can target middle
income group people and by offering discounts can easily attracts them. An organization has
planned to form strategic partnership with Indian companies, as this strategy will assist business
entity in lowering the negative effect changes in business environment on its business. It will
also help an enterprise in gaining competitive advantage (Chaffey and Ellis-Chadwick, 2019).
Hollister will deliver products to customers in Market with the support of Indian companies with
whom companies has entered into strategic partnership. After getting somewhat stable in Indian
market, Direct distribution strategy will be adopted by firm. As these tactics will provide an
organization ease in developing the strong relationship with Indian customers which is very

much important for growth of organization. Marketing manager in Hollister has developed an
effective plan which consist of all seven important elements of marketing mix for promoting
brand in Indian market . Marketing plan of Hollister :
Executive summary :
Marketing plan has been developed in order to support Hollister in promoting brand in
India market. It will assist an enterprise in accomplishing desired marketing as well as other
business objectives (Aslam, 2018.). Aim of the marketing plan is to assist organization in
successful launch o causal wear clothes in Indian market.
Mission of organization: To provide customer with causal wear clothes made up of good
quality of fabric.
Vision of company : To achieve leading position in Indian market.
Marketing objectives of firm: To increase sales of causal wear clothes in Indian market. In
addition to this, business entity wants to increase its market share.
Pestle analysis: there are several factors in business environment which might affect the market
plan or activity of Hollister these are:
Political factors: Political unrest in the nation can create the barriers in promoting goods or
services by Hollister. By seeking the political support, an enterprise can easily execute their
marketing activities.
Economic factors : Rise in the costs of labor, resources and advertisement can have direct
influence of marketing plan of an organization. Flexible budgeting is the strategy which will be
adopted by Hollister.
Social factor: Trends, change in behavior of customer towards use of specific media for
advertisement by companies can have great influence on marketing plan as well as activity of
firm.
Technological factors: it is the factors which enables company to use new platform or medium
for communicating with customers. Hollister will use social media platform for promoting brand
in India.
Legal factors: Changes in laws related to the advertisement can have great influence on
promotional plan of company. Marketing manager in Hollister will develop the understanding
about norms in India and then will develop plan.

Environmental factors : bad weather conditions might restrict firm from promoting as well as
selling products.
7 p's of marketing mix:
Product : Considering the increase in demand marks and spec-er will launch ethic wear clothes
in India.
Price: At initial stage of entry into India market will adopt low cost pricing strategy.
Discounting pricing strategy will be adopted by an enterprise during festive season for attracting
customers.
Place: An organization is planning to open its retail store in order to provide customer in
accessing to the products or service offered by firm.
Promotion : Social media as well as direct marketing strategy will be used by Hollister for
promoting brand in Indian market (Andrews and Shimp, 2017).
People: An organization will have focus on fulfilling the needs of customers.
Procedure: Business entity will concentrate on research as well as marketing activities.
Physical evidence: An organization will restructure itself before entering into Indian market.
STP:
Segmentation : An organization will use demographic segmentation strategy.
Target : An organization will target teenagers belonging to the middle income group.
Positioning : Business entity will position its product in niche market.
Marketing program :
Marketing objective Tactics Time
To increase sales of causal
wear in India
Discounts will be offered
during festive season
6 month
To increase customer base An organisation will use social
media for reaching to target
customer group
6 months
To gain customer loyalty An organisation will conduct
ethic marketing activities
6 months.
Budget :

Development of website $31 000
Marketing campaign $ 20000
Use of internet and social media platform $15 000
Promotional brochures or advertisement using
online media like ad on Television
$3000
Monitoring and evaluation :Sales report will be analyzed in order to identify the outcome. In
addition to this, research will be conducted by marketing manager in Hollister for getting the
information about people review related to launch of ethnic wear clothes (Armstrong, and et.al.,
2015).
CONCLUSION
It has been concluded from the report that market plan is a road map which assist firm in
identifying the activities which are required to be conducted in order to achieve desired
objectives. Other thing, which has been concluded from the assignment is that it is the market
which determine the success in launch of specific product.

REFERENCES
Books and Journals:
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Armstrong, G. and et.al., 2015. Marketing: an introduction.
Aslam, M., 2018. Marketing strategies for academic libraries in the 21st century. International
Research: Journal of Library and Information Science. 8(1).
Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel marketing, tourism
economics and the airline product(pp. 85-103). Springer, Cham.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.