Marketing Plan for Infinity Clothing: Pricing, Distribution and IMC Strategies

This marketing plan discusses the pricing, distribution and IMC strategies for Infinity Clothing, a clothing brand targeting various income groups and lifestyle choices. The plan includes branding strategy, target market, consumer behavior, positioning statement, pricing strategy, distribution strategy and IMC plan.

Running head: MARKETING PLAN
MARKETING PLAN
Name of the Student
Name of the University
Author Note

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Executive Summary:
The purpose of the paper is to understand the marketing plan of Infinity Clothing by
strategizing its pricing, distribution and Integration marketing Communication Plan. The
paper highlighted the branding strategy followed by its target market. The paper consists of
the different stages of IMC plan with the focus on communication methods.

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Table of Contents
Introduction:...............................................................................................................................3
Discussion:.................................................................................................................................3
Branding strategy-..................................................................................................................3
Target market-........................................................................................................................3
Positioning statement:............................................................................................................4
Consumer behaviour-.............................................................................................................4
Pricing strategy-.....................................................................................................................4
Distribution strategy:..............................................................................................................5
Conclusion:................................................................................................................................6

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Introduction:
The comprehensive plan, which constitutes the marketing and advertising activities of
a company, is known as marketing plan. The purpose of this report is to frame the marketing
plan of the company Infinity Clothing store. This is the third part of the report, which will
construct pricing, distribution and communication strategies based on the feedback received
in the second part of the assignment.
Discussion:
Branding strategy-
A brand needs to set its long-term plan to achieve its marketing objectives within a
stipulated period. The planning is known as the branding strategy. An effective branding
strategy will address consumer emotions, consumer needs and competition as well as
business activities will experience the impact of the strategies. The branding strategy for
Infinity clothing should consists of the communication objectives including the visual aspects
of the brand. The brand name is Infinity Clothing. The logo will be sign of ‘create’ with
colours bursting out of it. The slogan of the brand will be “From the house of the creative
master”. The visual aspects of the brand (logo) will reflect the message ‘creating fashion
with changing trends’. The brand is not just a name it should be telling a story. The verbal
strategy of the brand should be planned by designing an advertising content, which will talk
about the emergence of the idea for the brand and how everyone can afford the changing
trends in fashion industry. The brand story will influence the buying behaviour of the target
market, as they will be attracted towards buying affordable fashion to satisfy their lifestyle
maintenance urge.

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Target market-
The target market plan is deduced by considering the segmentation bases of the brand.
Infinity Clothing selected the target market based on lifestyle (psychographic segmentation),
gender, age and income (demographic segmentation) and location (geographic segmentation).
The clothing brand will be targeting primarily to the people living in Kansas and secondly to
women as the percentage of trend consciousness is greater to that of men. The brand will also
target men, who constitute 48% of the population.
Positioning statement:
For consumers who would want to be in harmony with the changing trends of fashion
with an affordable price tag, Infinity clothing designs and sells affordable quality fashion
from the online and physical store. Infinity clothing will reflect the USP of selling unique
fashion clothing and accessories in affordable price for targeting various levels of market.
Consumer behaviour-
The buying behaviour of the target market of this brand will reflect on the influencing
agent of the consumers. The affordability factor of the brand will influence the buying
behaviour of the various level of income group (demographic segment); the changing fashion
trend incorporated in the fashion line will influence the buying decision of women and men.
The lifestyle choice of the consumers (psychographic segment) will influence the decision of
buying fashionable clothing and accessories.
Pricing strategy-
The pricing strategy will be a combination of value pricing and economy pricing as
the brand is targeting various income groups and consumer with strong lifestyle choices. The
mixture of the two strategies will offer a product based on the value of the quality in the

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fashion items for satisfying the lifestyle value of a consumer and economic range will be
attracting various income group.
Distribution strategy:
Infinity Clothing will adopt a selective distribution strategy in which the fashion items
will be made available by selecting various kinds of effective medium. The store will be
selling through its own exclusive stores and will be available online. The brand will also be
expanding its presence by using the concept of shop-within-shop in the future to enhance the
reach.
Integrated marketing communication (IMC) plan-
The IMC plan will help in communicating the brand message of Infinity clothing to the target
market. The IMC plan will include following components:
 Foundation stage- Infinity clothing will design and sell fashionable clothing and
accessories with unique styles and the quality intact with the offering (Key &
Czaplewski, 2017). The brand will be offering the products for their target customer,
which constitutes women, men, various income group and various lifestyle choices.
 Brand focus- It will depict the identity of the brand. The clothing and accessory line
will be focused on producing quality product by coordinating with the changing
trends and the products will be have affordable price range.
 Consumer experience- The consumer experience will be enhanced with the
availability factor (Luxton, Reid & Mavondo, 2015). The clothing brand will be
available online and through its store. The brand will aim at adopting shop-within-
shop concept to have higher visibility. The brand will be focused on the service by
taking regular feedback from its online platforms.

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 Communication tools- The brand will communicate the brand message, creating
fashion with changing trends by promoting its product through local influential
personalities in social media platforms like Facebook and Instagram page (Fill &
Turnbull, 2016). They will also use content marketing by appointing local bloggers
for promotion. Cause marketing will be used by utilizing a part of the sales for
fulfilling the clothing needs children below the poverty line.
 Promotional tools- The product will be introducing discounts and offers in the initial
months to penetrate in the market with full efficiency.
Conclusion:
Therefore, the report can be concluded by stating that the brand will offer fashionable
clothing and accessory line within an affordable price range to the customers of various
income groups and lifestyle choices. The brand will promote its product through local
influencing personalities like bloggers and youtubers in the online platform.

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References:
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and
participation. Pearson.
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), 325-333.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.