Market Planning and Control for Excelsior Clothing

This paper discusses the market planning and control for Excelsior Clothing's Great Walking Apparel Division. It includes target market description, positioning strategy, price band, promotional mix, program schedule and budget, and measurement and control system.

Running head: MARKET PLANNING AND CONTROL
Market Planning and Control
Name of the University:
Name of the Student:
Authors Note:

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Executive Summary
Excelsior clothing attained success in market over their competitors due to its larger product
varieties and market penetration. An effective marketing strategy is developed for the “Great
Walking Apperal Division” of Excelsior Apparel Company in consideration to preferences of
target market and through acknowledging various cultures and perspectives of the product on
basis of different consumer groups involved. Observing the overall market if New Zealand it is
gathered that the travelers from the Asian nations form huge target consumer groups for
Excelsior Apparel company. The product selected will be distributed through the online medium
as the overseas visitors to the New Zealand prefer purchasing products online as they arrive the
nation without necessary clothing needed to be safe in alpine outdoors that represent a huge
market for online selling.

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Table of Contents
Introduction......................................................................................................................................3
Part A...............................................................................................................................................3
Target Market Description...........................................................................................................3
Marketing Objective Related with Target Market.......................................................................4
Positioning Strategy.....................................................................................................................5
Price Band for Selected Product..................................................................................................6
Promotional Mix..........................................................................................................................7
Program Schedule and Budget.....................................................................................................8
Measurement and Control System.............................................................................................13
Part B.............................................................................................................................................14
Personal Reflection....................................................................................................................14
Conclusion.....................................................................................................................................16
References......................................................................................................................................17

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Introduction
Excelsior Clothing attained competitive success within the market over its major business
rivals in New Zealand because of the fact of bigger product varieties along with market
penetration (Baker & Saren, 2016). Additionally, the manufacturing process outsourcing for the
company is also helpful in decreasing production expenses long with profitability in the long
term. The objective of the paper is to analyses the market planning and control of “Great
Walking Apperal division” Excelsior Apparel along with evaluating the target market,
positioning strategy, price band for selected product, program, schedule and budget along with
promotional mix for the selected product. Moreover, the control system will also be developed
for the selected product in ensuring that the objective is attained.
Part A
Target Market Description
Observing the overall market if New Zealand it is gathered that the travelers from the
Asian nations form huge target consumer groups for Excelsior Apparel company. It is also
observed that China is the largest nation in terms of visiting tourists to New Zealand.
Considering the demographic variables, the target are of Excelsior Apparel are between the age
group of 20 to 45 years (Bhattacharya, 2016). This is because of the reason that this age group
belong to the psychographic profile of preferring travelling the New Zealand diversities
encompassing international tourists. Additionally, the target age group includes a huge
proportion of income generating individuals encompassing businessmen and professionals.
Considering genders, both male and female group will be target consumers of the company.

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Considering income level, upper and middle class consumers will be targeted by Excelsior
Apparel as they are likely to have high purchasing power to travel New Zealand for purchasing
fashion products. Considering geographic target market selection, it is observed that most of the
middle class consumers are travelers from India and China (Blakeman, 2018).
The consumers from the Asian countries such as India and China form major and large
target consumer base for Excelsior Apparel and they prefer price and quality of products over its
aesthetic value. The purchasing pattern of these consumers is relied on utility rather than social
value. They tend to respond similarly with the way of marketing of Excelsior Apparel as the
aesthetic value of its products are added elements in value proportion for target consumers. The
target market that should be selected includes the young generation of China those are
comfortable with online mediums than attaining convenience from the physical stores. This
target market is elected as it is suitable with the brick and click distribution concepts of Excelsior
Apparel in dealing with target consumers. The purchasing pattern of international Chinese
consumers is the reason for global tourists become viable consumers (Patti et al., 2017). This
target market will be attracted through involving third party retailers those get involved in the
marketing process for attaining maximum market penetration. Moreover, competitive pricing
strategy and developing exceptional aesthetic value of its clothing will facilitate the company
developing effective promotional strategy for attracting target consumers.
Marketing Objective Related with Target Market
The marketing objective in accordance with the selected target market is indicated below that
is justified with standards and conditions explained in consideration to situation analysis.

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 Performance Statement: To attain increased visibility and sales among international
consumers that can increase brand value and revenue for “Great Walking Apperal
Division” products in the long term. This marketing objective is deemed to be suitable in
making its online advertisement strategy successful that is intended for the foreign
visitors arriving at New Zealand of adventure sports purposes.
 Standards Statement: Excelsior Apparel will be happy when it will be taken to make to
develop global brand image through catering increased international consumers base
from China.
 Conditions: The conditions those are considered in developing an effective marketing
objective for “Great Walking Apperal Division” of Excelsior Apparel includes budget,
time duration or deadline, acceptable and unacceptable events taking place in the
marketing strategies implementation process (Patti et al., 2017). The budget will be set
for six months duration and will be aligned with the marketing objective of increasing
visibility among consumers. The inacceptable event considered will be decline of tourist
visits due to external factors that can affect the marketing objective. The acceptable event
from attaining this marketing objective is deemed to be increased aesthetic value of
apperal as demanded by target consumers increasing potentiality of the products.
Positioning Strategy
An effective positioning strategy is developed for the “Great Walking Apperal Division”
of Excelsior Apparel Company in consideration to preferences of target market and through
acknowledging various cultures and perspectives of the product on basis of different consumer
groups involved. The target consumer market for “Great Walking Apperal Division” of Excelsior

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Apparel will be the young generation of China those are comfortable with online mediums than
attaining convenience from the physical stores (Paley, 2017).
The purchasing pattern of these consumers is relied on utility rather than social value.
They tend to prefer benefits such as aesthetic value of the products along with added elements in
value proportion such as competitive pricing and high safety assurance. Based on the benefits
needed by the target consumers, the brand positioning statement for the adventure sports apperal
offered by Great Walking Apperal Division” of Excelsior Apparel will highlight its low priced
and safety aspects. As this target consumer belongs mostly to middle income group and
adventure lovers, they look for aesthetic value and utility within affordable ranges.
The positioning statement of the Excelsior Apparel Company will be “An aesthetic wear
brand with world class performance within your means”. This statement will elucidate its
positioning strategy as an adventure sports apperal brand with a belief that every person is an
athlete and live athletics lifestyle (McDonald & Wilson, 2016). The company will position its
“Great Walking Apperal Division” as quality, safe, durable, stylish and comfortable products
with enhanced performance while tramping on New Zealand’s famous walking tracks.
Price Band for Selected Product
The price band for the selected product “Great Walking Apperal Division” in various
distribution divisions is indicated below:
Apparel for Retail Division
 Break Even analysis = fixed costs/ (sales price per unit – variable cost per unit)
= 460,000 / (46 – 18.50)
= 16727 units

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 Contribution analysis = (total revenue – variable costs) / No of units sold
= (769442 - 18.50) / 16727
= $ 45.9
Corporate Apparel Division
 Break Even analysis
= 320000 / (60 – 19.50)
= 7901
 Contribution analysis
= (474060 – 19.50) / 7901
= $ 59.5
Online Sales
 Break Even analysis
= 365000 / (125 – 60)
= 5615
 Contribution analysis
= (701875 - 60)/ 5615
= $ 124
Promotional Mix
The promotional mix strategy is developed for “Great Walking Apperal Division” of
Excelsior Apparel in order to promote the brand to the target consumers over a six months period
is indicated below:
 Product: “Great Walking Apperal Division” products are selected to be offered and
promoted to the target consumers. This clothing product includes apperal those are

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required for getting engaged in tramping or walking on one of the famous walking tracks
of New Zealand (Kotler et al., 2015). The clothing products under this division includes
jackets, tops, blouses and jumpers trousers those are alpaca and merino fiber based
clothing most suitable for adventure activities.
 Price: The price selected for “Great Walking Apperal Division” products is negotiated
for each US dollar after keeping a base price for the products. The price for the product
on the apperal online sales division will be in the range of competitive prices in between
$115:00 to $120:00.
 Place: The product selected will be distributed through the online medium as the
overseas visitors to the New Zealand prefer purchasing products online as they arrive the
nation without necessary clothing needed to be safe in alpine outdoors that represent a
huge market for online selling (Li et al., 2016).
 Promotion: The promotional strategy for this product will be through search engine
advertisements. This is for the reason that the target visitors research and book their New
Zealand travels online, so advertising in conjunction with the inbound tourism websites
along with making sure that their website shows increased visibility if right keywords are
used on search engines.
Program Schedule and Budget
The program schedule and budget is prepared or six months duration that will encompass
promotional activities, expected sales by month and resource estimates needed.
Programme and Schedule

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Objective: To attain increased visibility and sales among international consumers that can
increase brand value and revenue for “Great Walking Apperal Division” products in the long
term.
Step Description Start Finish Budget
1
Developing product related content
for social media platforms
1st April 15th April $ 1200
2 Standardizing lead management
processes
16th April 30th April $ 1400
3
Creating roadmap to align sales and
marketing strategies
1st May 15th May $ 1500
Implementing marketing strategy of
search engine advertisement based
16th May 31st May $ 1600

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4 on performance measurement
metrics
5
Developing online website for
product sale
1st June 31st July $ 1700
6
Implementing technology such as
“personalised call-to-action” for
increasing visibility and sales
1st August 1st
September
$ 1800
Budget Summary (Estimates of Results)
Month Product Gross
Sales ($)
Cost of
Sales
Contributi
on
1
Great Walking Apperal
Division
$ 701875 60 $ 124

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2 Great Walking Apperal
Division
$ 701875 60 $ 124
3
Great Walking Apperal
Division
$ 701875 60 $ 124
4
Great Walking Apperal
Division
$ 701875 60 $ 124
5
Great Walking Apperal
Division
$ 701875 60 $ 124

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6
Great Walking Apperal
Division
$ 701875 60 $ 124

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Measurement and Control System
The control system is developed to facilitate measuring the progress towards attaining the
marketing objective on a monthly basis. Types of measurement, places and times are selected
based on situation analysis, target market and marketing objectives. After implementation of the
marketing plan, its effectiveness will be measured on a monthly basis for six months duration
against the set standards of performance and limits of tolerance (Boonpradub & Thechatakerng,
2015). The measurement metrics for analyzing effectiveness of online advertisement strategy
includes increase in page views, unique visitors, and average time spent on page, e-mail clicks
and pages per visits. Advertisement content writers for Excelsior Apparel Company will be
responsible for analyzing the measurement ethics and report on the performance of marketing
approaches implemented.
The limits of tolerance include average website traffic generated and referral link clicks.
The points that will be measured in analyzing effectiveness of marketing strategy include page
views, online sales, and sales of new sporting apperal. Analyzing these metrics will facilitate in
analyzing increase in brand awareness, engagement, consumer retention in order to make further
improvements in the sports apperal and product portfolio (Hanssens & Pauwels, 2016). The
strategic control will consider company’s self-assessment through evaluating sales tactics,
branding and marketing strategies implemented for attracting international target consumers
based on which product modifications or marketing strategies can be revised.
Forecast Actual Differences Percent
$ 1200 $ 1300 + $ 100 + $ 20
$ 1300 $ 1450 + $ 150 + $ 25

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$ 1400 $ 1500 + $ 100 + $ 20
$ 1500 $ 1650 + $ 150 + $ 25
$ 1600 $ 1700 + $ 100 + $ 20
$ 1700 $ 1850 + $ 150 + $ 25
Part B
Personal Reflection
Kolb's Learning Cycle is employed in analysing the learning attained from the marketing
planning and control report prepared on Excelsior Apparel Company. The stages of reflective
learning are indicated below:
 Experience: In preparing marketing report on Excelsior Apparel I have attained
experience on learning the marketing concepts such as promotional mix use, budget and
control measurement strategies.
 Reflect: I have learned that understanding target market is essential for developing
effective marketing strategies for promoting particular product to the consumers.
 Conceptualise: From the learning I have developed a hypotheses that setting focussed
marketing objectives positively impacts development of price band of selected product
and promotional mix strategies.
 Plan: I have gathered that my new experienced attained from completing the report will
support the will support the hypothesis that I have conceptualised as I have learned that
situation analysis before marketing a product is effective in developing value added
benefits for products based on consumers’ needs in order to attract them.

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Gibb's reflective cycle follows six stages of reflection that is explained below in
demonstrating my understanding on the marketing report of Excelsior Apparel.
 Description: From completion of the report I learned that market research on tourist
visits in New Zealand indicates increased international Asian consumer visits to the
nation. I conducted situation analysis for recognising the facts and consumers impacting
sales of Excelsior Apparel Company and developed suitable price band and promotional
strategy for the product.
 Feelings: I initially had a feeling that conducting competitor analysis is the only factor
important for developing effective marketing plan and control strategies. However, after
preparing this marketing report I have a changed feeling that consumer profile analysis is
also equally important in analysing target consumer needs and aligning product values
with it.
 Evaluation: In preparing the marketing report I attained detailed knowledge on proper
implementation of marketing approaches and theories in conducting situation analysis of
Excelsior Apparel. However, I faced difficulty in conducting break even and contribution
analysis due to lack on detailed understanding on its computation assumptions.
Knowledge on such techniques is required to be improved by me on preparing future
marketing plans.
 Analysis: I have learned that promotional mix theory is effective in developing suitable
marketing plan for attracting target consumer base as it focussed on product, price, pace
and promotion strategies. However, I feel that in choosing break even analysis for setting
price band as assumptions made are based on external business environment stability
conditions those can change frequently.

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 Conclusion: In preparing marketing report on Excelsior Apparel I have attained detailed
learning the on marketing concepts such as promotional mix use, budget and control
measurement strategies.
 Action Plan: In addressing similar situation, I would conduct situation analysis for
recognising the facts and consumers impacting sales of the company for deciding suitable
price band and promotional strategy for the product.
Conclusion
The objective of the paper is to analyses the market planning and control of “Great
Walking Apperal division” Excelsior Apparel. It was gathered from the paper that the target
market that should be selected includes the young generation of China those are comfortable
with online mediums than attaining convenience from the physical stores. Focused on the needs
of the target market the company will position its “Great Walking Apperal Division” as quality,
safe, durable, stylish and comfortable products with enhanced performance while tramping on
New Zealand’s famous walking tracks. Moreover, analyzing control and measurement metrics
will facilitate in analyzing increase in brand awareness, engagement, consumer retention in order
to make further improvements in the sports apperal and product portfolio.

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References
Baker, M. J., & Saren, M. (Eds.). (2016). Marketing theory: a student text. Sage.
Bhattacharya, C. B. (2016). Responsible marketing: Doing well by doing good. GfK Marketing
Intelligence Review, 8(1), 8-17.
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Boonpradub, W., & Thechatakerng, P. (2015). Brand endorsement by celebrity in Thailand: 7Ps
of marketing mix and the impact of brand alliance. International Journal of Trade,
Economics and Finance, 6(1), 8.
Hanssens, D. M., & Pauwels, K. H. (2016). Demonstrating the value of marketing. Journal of
Marketing, 80(6), 173-190.
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson
Higher Education AU.
Li, W. Y., Chow, P. S., Choi, T. M., & Chan, H. L. (2016). Supplier integration, green
sustainability programs, and financial performance of fashion enterprises under global
financial crisis. Journal of Cleaner Production, 135, 57-70.
McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Paley, N. (2017). How to Develop a Strategic Marketing Plan: A step-by-step guide. Routledge.

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Patti, C. H., Hartley, S. W., van Dessel, M. M., & Baack, D. W. (2017). Improving integrated
marketing communications practices: a comparison of objectives and results. Journal of
marketing communications, 23(4), 351-370.