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

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).