Marketing Management for Boden: 3 Year Plan for New Market Development

This study analyzes a 3 year marketing plan for Boden in United Kingdom, including environment appraisal analysis, segmentation, targeting, positioning, marketing mix, and market forecast. The organization is going to target new market for developing its business. The study has discussed the environment appraisal analysis through organizational environment, micro environment, macro environment and SWOT of the organization.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student:
Name of the University:
Author’s Note:

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1. Executive Summary
Marketing management is the application, review and tracking process of the marketing
resources and activities of an organization. The study has analyzed 3 year marketing plan for
Boden in United Kingdom. Boden is the most popular clothing company in United Kingdom
offerings luxurious cloths to the customers. The organization is going to target new market for
developing its business. Moreover, the organization is going to offer muscle fit cloths for with
big muscles and active wear for both men and women. The study has discussed the environment
appraisal analysis through organizational environment, micro environment, macro environment
and SWOT of the organization. The social development and technological development will be
helpful for the organization in developing its business further. The study has analyzed the
segmentation, targeting and positioning of the organization. The organization will target the men
with big muscles and sporty men and women of UK for offering its Boden Fit and Boden Sports
product. However, the organization will set premium pricing for adding premium quality and
unique design to the cloths. The market forecast of the organization has demonstrated growth of
sales on year on year basis.

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Table of Contents
1. Executive Summary.....................................................................................................................1
2. Company Overview.....................................................................................................................5
3. Environmental Appraisal Analysis..............................................................................................6
3.1 Organisational Environment..................................................................................................6
3.1.1 Products..........................................................................................................................6
3.1.2 Marketing........................................................................................................................6
3.1.3 Finance............................................................................................................................7
3.1.4 Location..........................................................................................................................8
3.2 Micro/Market Environment...................................................................................................9
3.2.1 Customers.......................................................................................................................9
3.2.2 Competition....................................................................................................................9
3.2.3 Suppliers.........................................................................................................................9
3.2.4 Channels.......................................................................................................................10
3.3 Macro Environment (PESTLE)...........................................................................................10
3.3.1 Political.........................................................................................................................10
3.3.2 Economic......................................................................................................................11
3.3.3 Social............................................................................................................................12
3.3.4 Technological...............................................................................................................12
3.3.5 Legal.............................................................................................................................13

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3.3.6 Environmental...............................................................................................................13
3.4 SWOT Analysis...................................................................................................................13
4. Marketing Strategy....................................................................................................................15
4.1 Assumptions........................................................................................................................15
4.2 Market Segmentation...........................................................................................................16
4.2.1 Geographic Segmentation.............................................................................................16
4.2.2 Demographic Segmentation..........................................................................................16
4.2.3 Psychographic Segmentation........................................................................................17
4.2.4 Behavioural Segmentation............................................................................................17
4.3 Target Market......................................................................................................................18
4.3.1 Target Market 1............................................................................................................18
4.3.2 Target Market 2............................................................................................................21
5. Marketing Objectives.................................................................................................................24
6. Marketing Mix...........................................................................................................................25
6.1 Product.................................................................................................................................25
6.2 Price.....................................................................................................................................25
6.3 Place.....................................................................................................................................26
6.4 Promotion............................................................................................................................27
7. Marketing Budget......................................................................................................................28
8. Market Forecast.........................................................................................................................30

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9. Controls......................................................................................................................................33
10. Conclusion...............................................................................................................................35
References......................................................................................................................................36

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2. Company Overview
Boden is a popular British clothing retail selling primarily by mail order, catalogue and
online medium. The company was founded in the year 1991 as mail order business. It is mainly
based on United Kingdom. However, the organization also operates in USA, Germany,
Australian and France. The value of the company has been estimated at £300 million
(Boden.co.uk 2018). Boden offers uniquely designed patterned, bright and casual clothing to the
customers. The collection of the company is made up for men, women and children. Out of
United Kingdom, Boden has grabbed largest market in USA. Moreover, USA sales percentage of
Boden has been increased by 54% and the organization has grabbed 88% share in USA market.
On the other hand, in UK market, Boden has grabbed almost 62.40% market share (Ashley
Armstrong 2018).
Figure 1: Marker Share of Boden in UK
(Source: Jorge Moreno and Carrasco 2016)

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3. Environmental Appraisal Analysis
3.1 Organisational Environment
3.1.1 Products
Boden designs uniquely designed bright and patterned cloths as well as casual basics. The
organization is mainly popular for offering summary cotton shirts and flowery dresses. The
collection of the organization is made up for men, women and children. Moreover, the
organization initially launched menswear and then introduced womenswear in 1992. The range
of Mini Boden was actually introduced for children in 1996. Furthermore, the organization
launched baby range and teen range “Johnnie B” in the year 2007 and 2010 accordingly. In the
year 2011, during summer season, Boden launched maternity range as well as petite range for
Boden womensawear (Boden.co.uk 2018). Later, the organization introduced limited edition
online sections including Mini Boden “Party Dress” range and accessories and dresses for
weddings.
3.1.2 Marketing
Boden always uses fictional customer characters for arousing interests and curiosity
among different customers. The organizational mainly uses mail order and catalogue marketing
strategies for offering its products to the customers. Moreover, it has become capable of
increasing its revenue through revolutionized the email in marketing context. The organization
has both online and offline medium to offer its products to the customers. The website of the
organization has been designed is such a manner that it gives some personalized feelings to the
customers (Carmignani and Zammori 2015). The organization keeps record of all previously
viewed items and offers custom-made discount codes for repeated customer purchase. The next

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feature of Boden is digital catalogue, which is to be added in its online store. It is a more
editorial approach for premiering new seasonal items. One of the most attracting marketing
strategies of Boden is its delivery commitment within 1-3 days (Das 2015).
Figure 2: Traffic Sources of Boden
(Source: Das 2015)
3.1.3 Finance
The fashion retail Boden has recorded an uptick sales and profit in UK fashion retain
industry. The recorded sales and profit of the organization are actually driven by strong sales of
womenswear and increasing customer volume. Moreover, the financial report of Boden has
demonstrated rising historical recorded sales revenue within 2006 to 2016. From 2012 to 2016,
the sales revenue of the organization has increased through £265 in 2012, £283 in 2013-2015 and
£308 in 2016 (Hellier 2015).

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Sales Revenue
240
250
260
270
280
290
300
310
320
2012 Linear (2012) 2013-2015 2016
Figure 3: Sales Revenue of Boden
(Source: Huq, Chowdhury and Klassen 2016)
Boden has demonstrated itself as being positioned at “premium and mass market” and
reported a rising pre-tax profit by 9.6% to £26.2m in 2016 (Singh 2017). Furthermore, two third
of revenues of the organization have been generated in U.S market.
3.1.4 Location
Boden is mostly based on United Kingdom, but it also operates in several other overseas
markets. The organization has distributed control system both in United Kingdom and United
State. The fashion retail is also planning to open some more numbers of stores and outlets in UK
and U.S markets. Apart from that, the organization also operates in Germany, Australia, France
and Austria. Furthermore, more than 50 countries buy the brand through the websites of these
countries (Hellier 2015). However, the organization will choose UK market for targeting its new
customer sections.

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3.2 Micro/Market Environment
3.2.1 Customers
Boden has positioned itself for upmarket, where it offers high quality products to the
customers, who are quite rich. The organization has matured customer set, where the business
processes are continually improved to meet the customized demands of the customers. Majority
of the sales revenues of the organization come from sales of womenswear. Moreover, the women
aged from 30-39 with high household income are the prime target customers of the organization.
Hence, the organization is now set to target the male customers with new types of clothing. The
customers of Boden are mainly the individuals, who seek quality lifestyles. It has been estimated
in 2018 that the organization has more than 1.8 million active online customers (Akalin, Turhan
and Sahin 2016).
3.2.2 Competition
A major volume of Boden’s sales comes from online selling like mail order. The
organization also faces less barriers of entry in such types of selling. However, Boden is facing
tough competitive pressure from the USA brands like Joules, Brora and Land’s End.
Furthermore, in UK market, the organization face tough competition from the fashion retail like
Aquascutum, Ann Summers and many more (Chang et al. 2015). Moreover, the competitors are
creating high level of price war among each other, which is creating huge competitive pressure
for Borden.
3.2.3 Suppliers
Boden has scope of global sourcing from more than 60 countries. It uses only responsible
and ethical suppliers to have safe and fair working condition for the employees under Ethical

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Trading Initiative (ETI) (Erdil 2015). On the other hand, the independent auditors of the
organization conduct ethical audit on suppliers for helping them in adhering with strict code of
conduct. Strong supplier relationship management helps the organization to manage healthy
relationship with the unique suppliers. Furthermore, Boden holds workshops for the suppliers for
discussing their challenges, issues and best practices for helping them in reducing risks and
creating new values.
3.2.4 Channels
Boden uses both online and offline medium for offering products to the customers.
However, the organization sells mainly on e-commerce and some retail shops in UK for
capturing different types of customers. Furthermore, the organization uses recognized customer
intimacy for differentiating themselves in competition. Such channels will also help the
organization to keep constant contact with the new target customers. However, it does not use
CRM system for managing customers. In order to assess the new, lapsing and dormant product
categories, the organization uses its own buying history database. The organization is sending
emails to 90 identified grouping referrals for their 15 different creative templates for increasing
customer referrals (Mitchell and Chaudhury 2014).
3.3 Macro Environment (PESTLE)
3.3.1 Political
The current political instability of United Kingdom is likely to hamper its economic
growth. The economic growth of UK held up quite better than expected in the 2nd quarter of
2016. However, the growth is expected to slow in the 1st quarter of 2018. Hence, the return on
investment of Boden may get hampered in such instable political condition. On the other hand,

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BBC News (2018) opined that the impact of Brexit has caused loss of 1.3% UK GDP and
reduced the per capita income of the people. However, the well defined Government policies to
protect the citizen rights have somewhat protected the life leading status of the people. Hence,
Boden can still get some hope of profit through adequate sales. Furthermore, the unemployment
benefits provided by UK government to the employed people can enhance their purchasing
power. Hence, such people are willing to purchase required luxurious cloths even in their
employed condition.
3.3.2 Economic
The economic condition of United Kingdom is expected to slow in the 1st half of 2018.
Furthermore, the uncertainty surrounding Brexit has reduced the high street spending and
investment. In such weak economic condition, Boden is expecting low profit margin in UK
market for their further business development. However, weak economic has resulted in high
rate of unemployment in UK. In such job market having high unemployment, Boden can easily
hire talented employees with even low salary packages. Hence, it can ultimately reduce the cost
of operation of the organization by contributing in profit level.
Figure 4: Forecast of GDP of UK
(Source: Inman 2018)
Figure 5: Unemployment rate in UK
(Source: Partington 2018)

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The rising unemployment rate has reduced the earning level of the people, which has
ultimately reduced their purchasing power. Hence, the consumers may be willing to avoid
spending in purchasing luxurious cloths. On the other hand, high inflation rate can hamper the
Boden in setting their pricing strategy as per exact market value.
3.3.3 Social
The living standard of people in United Kingdom is quite high and they are always
willing to maintain such high standard of life. Hence, such people are always willing to purchase
luxurious clothing for maintaining their standard of life. The rise in crime is accelerating in
United Kingdom, which can hamper the purchasing power of the individual consumers. Lots of
migrant workers from poorer Europe countries come to United Kingdom for seeking
employment (Gopalan, Sreekumar and Satpathy 2015). Hence, the employers of Boden can
easily hire employees for their business development at lowest wage rate.
3.3.4 Technological
United Kingdom is digitally connected through mobile devices and such technological
advancement can help Boden to reach at new target customer easily. On the other hand, the
consumers of UK have strong purchasing power over e-commerce portals. Hence, Boden can
successfully use their online mediums for offering their products to new target customers. The
support from telecommunication service providers can help the organization effectively in their
advertisement and e-commerce sales.

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3.3.5 Legal
The fashion retail companies are more likely to face high transaction cost for sourcing
suppliers, who comply with ethical policies. Furthermore, Boden must have to comply with
British safety codes for boosting confidence of new target customers.
3.3.6 Environmental
Boden is highly conscious about sustainable products for conducting sustainable
business. Furthermore, it always focuses on environmental aspects in policies set by UK
Government.
3.4 SWOT Analysis
STRENGTHS
Boden has high level of brand reputation, which can help it in reaching to the new target
customers easily. The organization has distinctive target group, who are highly willing to
purchase luxurious clothing. Furthermore, the colourful and bright fashion wear products have
uniquely established Boden to the customers (Insley and Nunan 2014).
WEAKNESSES
The limited local retail exposure can prevent the ability of Boden to expand into other
segments. The sales of the organization are highly dependent on customer referrals. It can
hamper the potential success of the organization to target new customers. Moreover, the shorter
shelf-span of for seasonal products can hamper the overall sales of Boden (Nayak et al. 2015).

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Strengths
Brand Reputation
Quality Product
Unique Target Group
Weaknesses
Limited Local Exposure
Dependent on Referrals
Seasonal Cloths
Opportunities
E-Commerce Opportunity
24/7 Online Shopping
Retail Shop
Threats
Changing Government policies
Changing Consumer Behavior
Competition
Internal External
Helpful Harmful
OPPORTUNITIES
The unlimited e-Commerce opportunity in UK market can help Boden in offering its
products to the new customers through online sales. The 24/7 service of online shopping highly
attracts the customers having different lifestyle (Boden.co.uk 2018). Furthermore, the products
of Boden displayed at retail shop can attract new target customers.
THREATS
Possible changes in the Government regulation of UK can hamper the business process of
Boden. The organization can also face business threats with the changing consumer preferences.
Furthermore, Boden is facing tough competition from other mail-order competitors in UK
market (Spence et al. 2014).
Figure 6: SWOT Diagram of Boden
(Source: Kumar and Kim 2014)

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4. Marketing Strategy
4.1 Assumptions
Assumption 1: Some things are not possible to measure
There are some factors in marketing, which are not possible to measure and track. It is
not possible to assign value to abstract concepts of marketing. In case of Boden, it is not possible
for the marketers to link the brand affinity to the return on investment in new marketing plan. In
such situation, rather than analysing a direct and numeric measurement, it is extremely important
to compile the different numbers of observations into a model.
Assumption 2: Measurements must be precise to be functional
Measurements of marketing factors do not just need to be accurate, but it should be
precise. In case of Boden, the marketing managers must precisely measure the marketing factors,
while comparing the performance of two marketing campaigns aiming to reach at new target
customers. Hence, the marketers should numerically assess the accurate and precise
measurement regarding the performance or ROI of the marketing campaigns.
Assumption 3: Just because something is high-priced does not mean it is excellent
It is the marketing assumption, where the marketers should not perceive that expensive
marketing method will always lead to high level of customer attraction (Jin and Jung 2016).
Moreover, the marketers of Boden must be highly crucial in investing in marketing process,
which will actually lead to wide marker reach. For instance, TV commercials are extremely
powerful in attracting the new customers. However, it may require certain level of customer
base, market saturation and others for being highly effective.

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Assumption 4: Business needs big ideas to drive high level of business performance
Innovative and big ideas are great ways of leading high level of business success.
However, in some situation, big ideas become overrated and unnecessary for reaching desired
business results (Armstrong et al. 2016). In case of online selling, Boden should be simple and
interactive in their website design, so that it is convenient to the new target customer.
4.2 Market Segmentation
4.2.1 Geographic Segmentation
Boden will mainly segment United Kingdom for targeting its new customer group. In
2016, the population of the country was 65.6 million, which was its largest ever population.
Furthermore, the annual population growth is varied across United Kingdom with 9% population
growth in England, 5% population growth Wales and 5% population growth in Scotland (Lynn
and Jin 2014). It has been found that population growth of England is growing quite faster than
other regions of UK. Hence, the organization will mostly target the customers of England for
getting access to huge customer base. Moreover, the organization will target customers mostly
from urban areas; as such customers are highly willing to wear luxurious clothing.
4.2.2 Demographic Segmentation
Boden is about to target mostly young customers having age between 20-45 years.
Moreover, the young generation people are more willing to build their muscle and body. Hence,
they must be willing to wear muscle fit clothing for showing their muscles. The organization will
also target athletics and sports person. Such customers will be highly interested to purchase
active wear for their comfortableness in sports. This time, the organization will only target the
male customers, who are mostly inclined to shape their muscles for having a fit and good body

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shape. The clothing products of the organization are generally highly priced having a luxurious
looks. Hence, the organization will target the customers, which are having high household
income.
4.2.3 Psychographic Segmentation
Psychographic segmentation helps an organization to divide customers based on their
attitude and lifestyle (Calvo-Porral and Lévy-Mangin 2014). In psychographic segmentation,
Boden will target the male customers, who are having modern and healthy lifestyle. Such
customers are always willing to keep them fit and healthy by building their muscle and involving
themselves within different types of sports. On the other hand, the people, who are having
hobbies of sports, must have to purchase active wear for their body flexibility. Hence, the
organization will target people having hobbies of sports. Furthermore, Boden will target the
males, who are having positive attitude towards their life and keep themselves healthy
throughout their lives.
4.2.4 Behavioural Segmentation
In behavioural segment, Boden will target people having high level of brand loyalty.
Moreover, the high brand reputation of Boden will attract such kind of customers. With effective
e-Commerce system, the organization will target the customers, who like online shopping.
Furthermore, Boden will target the people, who are more likely to seek extra benefits from their
purchase.

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4.3 Target Market
4.3.1 Target Market 1
Boden Fit
Full Justification of Target Markets
The collection of Boden Fit will be customized towards the men with big muscles. The
muscle fit cloths will complement their need for hard work at gym (Stewart, Chattaraman and
Teel 2014). The men with big muscles will be highly willing to purchase ultra slim fit tops for
showing off their chiseled physique. On the other hand, there is no other way to show off their
hard work at gym than wearing the t-shirt that fit them perfectly. Such outfits will provide them
extreme comfort during their work out at gym. The sueded cotton t-shirts are designed as per the
shape of chest, shoulders and torso of the men with big muscles. Such shirts and t-shirts have the
ability to adapt the physique of the men regardless of their muscles size. Hence, the men with big
muscles will be highly willing to purchase such types of shirts and t-shirts.
The men with big muscles have high level of positive attitude and they are always willing
to differentiate themselves from others by shaping their bodies perfectly (Green and Kaiser
2016). Hence, the Boden t-shirts and shirts will help them in looking differently from the others.
Furthermore, the organization will also target the men with high source of income. The muscle
fit clothing of the organization will be quite expensive for its luxurious looks and high quality
materials. Hence, the men will high source of income, positive attitude towards life and healthy
lifestyle will be willing and able to afford such types of expensive muscle fit clothing.

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Customer Profiling for Boden Fit
Description Boden will target the men with big muscles, who spend a large
amount of time at gym. Such customers are inclined to high level
of work out for shaping their muscles and showing off their
physic.
Age Range 20-45 Years will be the target for the company, as they are mostly
willing to show off their body physic
Most Important for Men
with Big Muscles
Healthy and good body physic is extremely important for these
customers. They prefer to work out more at gym for shaping their
body and muscles.
Ways to Market Social media marketing is highly important for attracting the new
generation men with big muscles. The organization can also use e-
mail coupons and discounts for attracting such customers. Mobile
marketing can also be highly influential for attracting these
customers with keeping them updated every time with important
product information.
Preferred Channels Retail shops, online sales and own stores of Boden
Table 1: Customer Profiling for Boden Fit
(Source: Created by Author)

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Customer Positioning
Customer Positioning for Men with Big Muscles
High Product
Quality
Boden will provide high quality muscle fit cloths to the customers for
differentiating itself from its rival. Moreover, soothes and comforts of the cloths
will make Boden unique to the customers.
Luxurious Design Boden will offer luxurious design in the muscle fit cloths, which will attract the
highly customers. Such cloths will help the men with big muscles to show off
their body physic perfectly.
Attractive Discounts The organization will use attractive discounts for creating a unique position to
the customers.
Premium Pricing The premium pricing strategy can be expensive for the customers. However, it
will make a positive and unique perception about the products to the customers.
Intensive
Distribution
Intensive distribution channels will enhance the convenience of the customers to
get access to the products. Hence, such distribution channel will make Boden
unique to the customers.
Table 2: Customer Positioning
(Source: Created by Author)

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Customer Positioning
PricingProduct
High Quality
Luxurious Design
Premium Pricing
Promotion
Attractive Discounts
Distribution
Intensive Distribution
Figure 7: Customer Positioning for Boden Fit
(Source: Created by Author)
4.3.2 Target Market 2
Borden Sports: Sports Wear/Active Wear
Full Justification of Target Market
Boden will target the sporty men and women for offering sportswear and active wear.
Moreover, active wear will help these women to look and feel their best during their sports and
exercise. Most of the athletes wear combination of different types of sportswear and active ware
for their comfort and safety reasons during sports and exercise (Han 2016). Hence, the
organization will target the women, which are highly inclined towards sports and exercise. On
the other hand, the organization will also target men for offering the sport ware like sports shoes,
shirts, helmets and others. The men, who are highly inclined towards sports, are willing to
purchase comfortable sportswear for their comfort and safety. Furthermore, the organization will
mostly target athletes for offering sportswear on their need of appearance and comfort. The

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target of Boden for Boden Sports is the men and women having high household income source.
The sports cloths of the organization will be set at high prices for its premium quality and
luxurious design. Hence, the customers having high household income source will be able to
afford the expensive sport cloths of the organization. Apart from that, the organization will target
the customers having high level of positive attitude towards life. Such people are more likely to
live healthy lifestyle through participating in different types of sports and exercise. Hence, such
customers will definitely be willing to purchase the sportswear and active wear.
Customer Profiling for Boden Sports
Description Boden will target both the men and women, who are highly inclined
towards sports and exercise. Moreover, the customers will be
having a healthy life style for a healthy body.
Age Range 20-40 Years
Most Important for Men and
Women Inclined towards Sports
and Exercise
Healthy and Sporty lifestyle is extremely important for these kinds
of customers. They mostly prefer to do daily exercise and
participate in different types of sports either for their profession or
making healthy habits.
Ways to Market Magazine advertisement and social media advertisement will be
helpful for Boden to increase its product exposure to these types of
customers.
Preferred Channels Boden will mostly use retail channels, online mediums and own
stores for offering its products to these customers.
Table 3: Customer Profiling for Boden Sports
(Source: Created by Author)

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Customer Positioning
Customer Profiling for Sports Wear/Active Wear
High Quality Products Boden will offer premium quality sportswear and active wear to the
customers. Such high quality cloths will differentiate the organization to the
customer from their other competitors in the market.
Unique and Attractive
Design
The unique and attractive design of the sportswear and active wear will add
the customer positioning of Boden. Moreover, such cloths will give unique
and attractive looks to both men and women during their sports time and
exercise time.
Competitive Pricing The competitive pricing of Boden sports will provide a positive customer
perception regarding the cloths. Moreover, the pricing will be based on the
pricing of the rivals companies. Hence, such pricing will help the
organization to make a unique position to the customers.
Attractive Offers The attractive offers associated with the sportswear and active wear will
highly attract the customers.
Intensive Distribution The intensive distribution channels of the organization will increase the
product accessibility to the customers.
Table 4: Customer Profiling for Sports Wear/Active Wear
(Source: Created by Author)

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Customer Positioning
PricingProduct
Premium Quality
Unique Design
Competitive Pricing
Promotion
Attractive Discounts
Distribution
Intensive Distribution
Figure 8: Customer Positioning
(Source: Created by Author)
5. Marketing Objectives
Product Objective  To diversify the products for acquiring new set of customers
 To increase the total revenue by 20% within three years time period
Pricing Objective  To increase the overall profit volume of Boden by 35% within next 3
years time period
 To increase the market share in UK by 10%
Place Objective  To increase the sales volume of Boden by 25% within the next 3
years time period
Promotion Objective  To increase the customer acquisition rate by 15% in year on year
basis

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Table 5: Marketing Objectives of Boden for 3 Years Time Period
(Source: Created by Author)
6. Marketing Mix
6.1 Product
Product is the first and foremost factor of marketing mix for attracting the customers.
Product is an item that is produced for meeting the needs of certain group of customers.
According to Kiseleva (2017), right type of products meeting the exact demands of the
customers, can attract purchasing intension of the customers. In case of Boden, the organization
will offer Boden Fit products, which will be the muscle fit shirts and t-shirts for the men with big
muscles. Such muscle fit clothing will give comfort and dashing looks for the men during their
work out time at gym. Moreover, the unique design of the muscle fit cloths help the men with big
muscles to show off their attractive body physic. On the other hand, Zeriti et al. (2014) opined
that unique quality of product helps an organization to gain high level of competitive advantage
over the rivals. Boden will offer Boden sports, which will actually be the sportswear and active
wear for the customers involved in sports and exercise. Moreover, Boden will offer unique
designed sports shoes, sports pants, sports leggings, tank tops, capris, helmets and many more.
The unique quality and design of active wear will give a attractive look and high level of comfort
to the customers during their sports and exercise.
6.2 Price
The price of product is actually the amount, which the customers pay for availing or
enjoying it. According to Schmidt, Spann and Zeithammer (2014), pricing strategy is extremely
important for determining the profitability level and survival effectiveness of an organization.

26MARKETING MANAGEMENT
Furthermore, pricing also shape the perception of customers for a certain product. In case of
Boden Fit, Boden will use premium pricing strategy for the muscle fit shirts and t-shirts. In such
pricing, the organization will use higher price of their muscle fit shirts and t-shirts to be offered
to the men with big muscles. Such pricing will help the organization to gain profit from the sales.
Apart from that, the customers will also view such premium priced cloths as more prestigious
and desirable than other less priced cloths. On the other hand, Kumar (2015) opined that
competitive pricing helps an organization to increase its overall sales volume. In such pricing,
the organization will set pricing for active wear and sportswear as per the pricing strategy of the
competitors in the market. In this way, the customers will be highly inclined towards purchasing
such quality active wear at affordable price. It will ultimately increase the overall sales volume
and market share of the organization in United Kingdom.
6.3 Place
Placement and distribution is extremely important for an organization to make the
products accessible to the customers. According to Ritter (2016), convenient accessibility of the
products highly attracts the customer towards taking instant purchasing decision. In case of
Boden, the organization will use convenient distribution channels for making the cloths easily
accessible to the customers. Moreover, the organization will mostly use online mediums for the
offering their products to the customers. In online distribution channel, the customers will order
for the cloths through the website of the organization and get delivery of the products at their
home. They do not need to visit the physical stores by giving extra time and effort for shopping.
Such online distribution channels will highly attracts the customers having busy schedule and
online shopping tendency. On the other hand, Athanasopoulou, Giovanis and Avlonitis (2015)
opined that retail distribution channels extend the geographical reach of the products offered by

27MARKETING MANAGEMENT
an organization. Hence, Boden will use successfully use retail distribution channel for acquiring
huge customer base. Moreover, the organization will sell its products through well positioned
and popular retail chains, where it will get access to huge customer base. Furthermore, the
organization will also use its own stores for offering the cloths to the customers, who do prefer
online shopping. In this way, the intensive distribution channels will help the organization
towards enhancing its customer acquisition volume.
6.4 Promotion
Promotion is extremely important for an organization towards increasing its brand
awareness to the customers. According to Assimakopoulos et al. (2017), promotion strategy
typically covers the communication methods of an organization towards conveying the unique
and attractive product information to the customers. Hence, effective promotional strategy is
extremely important for attracting the purchasing intension of the customers. In case of Boden,
the organization will be wide range of promotional tools for increasing the brand awareness to
the new target customers. Moreover, the organization will use traditional print media
advertisement for getting reach to wide customer sector. The use of billboard will help the
organization to reach wide customer group with limited cost. On the other hand, the organization
will also use television commercial for attracting mass section of customers towards the
products. The digital and social media marketing is the most effective ways of reaching new
generation customers (Finoti et al. 2017). Hence, Boden will use Facebook, Twitter, Instagram
advertisement for increasing the brand exposure to the new generation customers. Furthermore,
the organization will also conduct marketing campaign for increasing the public relation for
gaining high level of customer loyalty.

28MARKETING MANAGEMENT
7. Marketing Budget

29MARKETING MANAGEMENT

30MARKETING MANAGEMENT
National Marketing
14%
Local Marketing
1%
Public Relations
11%
Content Marketing
10%
Social Media
15%Online
4%
Advertising
26%
Web
2%
Market Research
4%
Sales Campaigns
6%
Other
9%
National Marketing
Local Marketing
Public Relations
Content Marketing
Social Media
Online
Advertising
Web
Market Research
Sales Campaigns
Other
Figure 9: Projected Marketing Budget for 3 Years
(Source: Created by Author)

31MARKETING MANAGEMENT
While considering the projected marketing budget, Hanssens and Pauwels (2016) pointed out that an organization must focus
on three main elements, which are national marketing strategies, advertisement strategies and social media strategies. From the above
table, it can be identified that maximum expenditure will be for advertisement, which includes online, print, outdoor, radio and
television. Intense advertisement will be done in the initial year, however deeper focus will be given on online mode of advertisement
from the second year so that market penetration is increased.
National
Marketing Local
Marketing Public
Relations Content
Marketing Social
Media Online Advertising Web Market
Research Sales
Campaigns Other
£-
£50,000.00
£100,000.00
£150,000.00
£200,000.00
£250,000.00
£300,000.00
Contribution of Budget in 3 Years
1 Year 2 Year 3 Year
Figure 10: Contribution of Budget for 3 Years
(Source: Created by Author)
In the first year, maximum budget will be allocated for advertisement within which highest expenditure will be for online
medium. This medium will be other than social network platform and will consist of banner advertisement, pop-up advertisement,
advertisement through online agencies and advertisement through official website. According to Fischer, Shin and Hanssens (2015),
traditional means of advertisement has been taken over
online platforms and therefore the second most expenditure
is due to social media. Facebook will be utilized the
maximum for advertisement. It can also be found that local
marketing advertisement is consuming the lowest budget
because Luxton, Reid and Mavondo (2015) pointed out that
at present the people of age group within 15 to 45 in UK is
engaged maximum with social networking sites.
Earlier, it has been found that the sales revenue of the organization has been rising from the year 2012. Furthermore, at the end
of 2016, the revenue was £308m. Form the forecasted marketing budget it can be found that the total budget is £2,784,680. The
organization will just have to spend very less in order to place the new male products in the market.
1 Year 2 Year 3 Year
£872,600.00
£945,800.00
£966,280.00
Marketing Expenditure Trend

32MARKETING MANAGEMENT
8. Market Forecast
The ways through which market forecasting can be done are follows:
Method Explanation
Historical Review  Boden did not have any similar products earlier and therefore it needs
to evaluate the histories of its competitors
 Historical data will highlight the ways that Boden needs to incorporate
so that it does not fail
 However, such qualitative data might lead to discrepancies as
circumstances and environmental factors might not remain the same
Test Market  Both the type of products can be introduced in existing market however
in chunks such as using pilot sales style so that market response from
retailers and e-commerce platforms is gathered
 Boden will get to know the project gaps and modifications needed in
packaging, shipping and displaying
Before-after retail
simulation
 Instantaneous sales potentiality of the latest products can be understood
 Boden will need to advertise products initially and gather attention
within consumers
 Then response from retailers will be gathered whether consumers are
searching for such advertised brands in stores
 Finally, the products will be placed in stores and instantaneous sales
will be actualized
Table 6: Market Forecast Techniques
(Source: Created by Author)

33MARKETING MANAGEMENT
According to Hanssens and Pauwels (2016), market forecast is the main element of a
marketing plan as it projects the future numbers, trends and characteristics of the selected target
market. For the concerned marketing plan, there are two target markets, which are muscle fit
wear for men and active wear for female. According to Hollands, Marteau and Fletcher (2016),
more than 65% of UK population is found to be heath conscious in terms of daily consumes.
Therefore, for Boden if just 50% of the total population is targeted then then it will be absolutely
practical.On the other hand, Han (2016) pointed out that in the last three years the average UK
population increased by 0.60%. Therefore, based on the facts collected market forecast is below.
Target Market Forecast
Target
Market
Category
UK
Population
Proposed
Target
Market Growth 2018 2019 2020 CAGR
Muscle-
fit Male 32,000,000 16000000 0.6% 16000000
1609600
0 16192576 0.002396
Active-
wear
female 33,000,000 16500000 0.6% 16500000
1659900
0 16698594 0.002396
Table 7: Target Market Forecast for 3 Years
(Source: Created by Author)
The above table indicates that population is increasing each year and therefore exposure
of the new products will be increased in future. With the increase in population size it is expected
that amount of sales will be increased.

34MARKETING MANAGEMENT
Year 1 Year 2 Year 3
15600000
15800000
16000000
16200000
16400000
16600000
16800000
Comparison of Tar get Mar k et
Muscle-fit Male Active-wear female
Figure 11: Target Market Comparison for 3 Years
(Source: Created by Author)
Target Market Value Forecast
Target
Market
Categor
y
Average
£ per
custome
r
Market
Value
2018
Market
Value
2019
Market
Value
2020 Product Attitude
Loyalty
Status
Buyer
Readines
s
Muscle-
fit Male
£
110.00 1760 M
1771
M 1781 M Positive
Mediu
m Medium
Active-
wear
female
£
165.00 2723 M
2739
M 2755 M
Extremely
Positive High
Defensiv
e
Table 8: Target Market Value Forecast for 3 Years
(Source: Created by Author)
In the above table average currency value of a customer has been proposed to be £ 110
for male and £ 165 for female. Currency value for female is higher because their tendency of
apparel purchase is higher than male. Therefore, it can be said that both in terms of value and
quality female target market will generate higher sales than male category.

35MARKETING MANAGEMENT
9. Controls
The control techniques of each of the elements of marketing mix can be evaluated by
using key performance indicator tool.
Key Performance Indicator and Recommendation
Product Market Research–Competitors: The latest products that competitors are
placing in the existing market need to be analysed and based on that
modifications will have to be done (Kiseleva 2017).
Competitor Analysis: The market size of overall industry must be compared
with the historical size and the market growth has Boden will determine its
future
Price Profitability Control: This will allow Boden to closely monitor its
expenditure, profit and sales. Based on the outcome, pricing strategy will
need to be changed.
Demand Analysis: Fluctuations in market demand will need to be analysed
so that manufacturing and distributing items can be increased or halted.
Place Market Research –- Customers: Based on shopping habits and
demographic terms customer base must be tracked so that market
penetration is possible. This might include focusing on zip codes (Ritter
2016).
Promotion Consumer Feedback: Maximum of the promotion will be done through
online means and therefore, responses of consumers in social media sites
will be tracked. Common point of dissatisfaction will have to be addressed.

36MARKETING MANAGEMENT
Review: Reviews generated in online sites along with other advertising
agencies will be tracked and based on that control measures must be taken.
Process Strategic Control: Boden will need to analyse its stakeholders and
investment capabilities. If response from investors is positive it indicates
good process.
Cost Assessment: The various elements of expenditure will need to be
analysed and the difference between proposed and projected expenditure
will be calculated.
Budget: Annual plan control needs to be initiated, which will involve sales
analysis, market share analysis, marketing expenditure analysis, financial
analysis and customer attitude tracking (Jin and Jung 2016).
People Marketing Audit: This audit will involve all the internal and external
stakeholders. Contributions made by them will be analysed and based on
that measures will be taken for optimum outcome.
Physical
Evidence
Feedback: Direct feedback from the consumers must be gathered who
purchased only through retail stores. Cause of customer dissatisfaction will
help in determining the requirement of modifications (Kumar and Kim
2014).
Table 9: Marketing Mix Control Techniques
(Source: Created by Author)

37MARKETING MANAGEMENT
10. Conclusion
While concluding the study, it can be said that Boden is a highly popular clothing retail in
UK that is also highly successful in oversea markets. The catalogue marketing and mail order of
the organization has helped the organization to enhance its overall sales volume. However, the
organization is facing tough competition in USA as well as UK market from the other
competitors. Now, the organization is about to target new customers for offering their products
for developing their business in UK market. Moreover, the organization will offer muscle fit
clothing to the men with big muscles and active wear to the men and women involved in sports
and exercise. However, the recent political instability and economic downturn of UK can hinder
the ultimate business success of the organization. On the other hand, the social development and
technological advancement of UK can add to the business success level of Boden. The high level
of corporate reputation will help the organization to easily attract the new target customers. The
organization will target the customers aged from 20-40 having their big muscles for offering
muscle fit cloths. On the other hand, the organization will also target both men and women aged
from 20-45 involved in sports for offering their active wear. High quality and unique design of
the cloths will differentiate the organization from its rivals in the market.

38MARKETING MANAGEMENT
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