Marketing Essentials

This presentation discusses the marketing plan for Ben Sherman, including the importance of marketing plan, executive summary, marketing aim and objectives, SWOT analysis, segmenting, targeting and positioning, marketing mix, marketing programme, monitoring and controlling, and conclusion.

MARKETING ESSENTIALS

INTRODUCTION
• The report also include the marketing plan for Ben Sherman.
• Further the study will also highlight that how marketing mix operates in a
Ben Sherman and also about its major competitors in the market.

MARKETING PLAN
• Marketing plan of an organization can be referred as the professional report which help to outline
the strategies of organization, what it will going to do in upcoming year.
• It is the operational document, with the help of the marketing plan or document, organization can
implement their strategies in order to reach the target of their organization.
• This includes the mission, vision of organization, its business objective, what is going to introduce,
which factors can affect the product and organization.
• All these elements of marketing plan help an organization to make its strategies for their new
products.

IMPORTANCE OF MARKETING PLAN
• This marketing plan helps Ben Sherman to give clarity about the market, what will the clients
and consumer. Which consumer group they going to target.
• This plan also helps marketing manager of Ben Sherman to provide direction, about the
promotion and advertisement for their new product, which they are going to be launched.
• This marketing helps to set their target and explain what tactics and strategies they will apply.
• Marketing plan help to achieving the target and goal of company.

EXECUTIVE SUMMARY
• This marketing plan of Ben Sherman company will include the
vision, mission and objective of the company. In this marketing
plan Ben Sherman will plan to launch new segment that is
women clothing with specific product range of wedding gown.
Vision
• Vision of Ben Sherman company is to meet the need and
changing environment of the different customers with the help
of expert and experience leadership.

MARKETING AIM AND OBJECTIVES
Marketing aim
“To target new buyer segments with the new segments of Women
clothing”
Marketing objectives
• To increase the sales of product 10% till the end of 2019.
• To increase consumer base by 20 %
• To manufacture quality products and clothing for the women.

SWOT Analysis
Strength Weakness
 Ben Sherman has strong supply chain in the market. That help to
distribution of their products.
 Expert and experience leaders and managers are the key strength of Ben
Sherman that help to manage all its operations.
 Strong Highly effective corporate social responsibility.
 Low varieties of clothing range.
 Poor financial performance of Ben Sherman.
 Operate it business in very limited areas and country.
 Strong competition in retail sector is the weakness of Ben Sherman.
 Lack of new technology in the company is the weakness of Ben Sherman.
Opportunity Threat
 Ben Sherman can expand its business in new country.
 Ben Sherman ca start their online business, which can give hike to its
business in e-commerce sector as well.
 Ben Sherman can launch its new product range and trend in market.
 Strong competition in the retail market can be threat that have great market
share and strong strategies.
 Different political region of the country can be threat for the Ben Sherman.
 Changing trend of the market and choice of different consumers, can be threat
for Ben share that create problem to expansion its business.
SWOT Analysis

Segmenting, Targeting and Positioning
• Segmenting: Ben Sherman plan is for expanding into segment of women clothing with launch
of Wedding Gown and therefore firm will segment shoppers on the basis of behaviour and
demographics.
• Targeting: In this marketing team of Ben Sherman will focus on outlining attractiveness of
segment on the basis which target plan will mad. For targeting segment marketing manager
will aim at online targeting.
• Positioning: For this marketing team will make use of product positioning map which will
helps the firm in outlining position of its products on the basis of competitors.

Marketing Mix
• Product: This is the basis of marketing plan for which firm manages innovation. The new product
by Ben Sherman is Wedding gown in new segment which is Women clothing. This will help the
firm in managing increase in customer base and has also enhanced product portfolio of company.
• Place: This is the platform where company connects with buyers and therefore it is important for
the firm to ensure easy availability of products and services. The wedding gown by Ben Sherman
will be available on its outlets and also online. This will help in creating awareness and also aid in
increase in volume of sales.

Marketing Mix
• Price: Price is the major component which impact buying behaviour of consumers and sales.
Therefore, from the new product segment Ben Sherman will focus on competitive pricing
which will promote comparison and will lead to increase in sales.
• Promotion: Promotion of products and services is essential as it aim at creating awareness
among buyers. For the launch of new segment product that is Wedding gown the marketing
team of company will promote services via direct marketing channel that is email. Further,
entity will also focus on social media advertising via platforms like Facebook and Instagram.

Marketing Programme
Marketing Channel Activity Time
Direct Marketing In this company will email details of
product to potential buyers
5 months
Online Marketing In this firm will market new product
range on social media platforms that is
Instagram and Facebook
7 months
Commercial Marketing In this marketing team will focus on
advertising product labels on television
with the youth icons
12 months

Marketing Budget
Marketing Channel Budget (In
Pounds)
Direct Marketing 70
Online Marketing 200
Commercial Marketing 250
Total 520

Monitoring and Controlling
Monitoring marketing performance is essential part for the firm when launching new products and services in market. This
h helps the firm in deriving response of buyers to new commodity. In accordance with marketing of new commodities in
product portfolio of Ben Sherman, marketing manager will evaluate performance with help of following:
• Cost Benefit Analysis: In accordance with this approach company will be able to evaluate strength and weakness of
marketing plan on the basis response of buyers. This is effective for monitoring and controlling performance of plan as it
will aid in attaining benefits by managing cost efficiency of plan.
• Sales Analysis: This is an effective approach of monitoring and controlling performance of plan by Ben Sherman
because with the help of this marketing manager will outline increase in volume of sales of company for the new range
of product

CONCLUSION
• It also provides the understanding of importance of marketing mix and
how it is applied to the marketing plan in order to achieve organizational
objectives.
• It also helps in understand the marketing plan and how it helps in offering
products and services in the market.

REFERENCES
• Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
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• Gnizy, I. and Shoham, A., 2018. The power of international marketing functions: antecedents and
consequences. Journal of Business-to-Business Marketing, 25(2), pp.67-89.
• Kotler, P., Burton, S., Adam, S., Brown, L. and Armstrong, G., 2007. Marketing. Pearson