Marketing Strategies for Barkers in Montreal

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

1MARKETING
Executive Summary
The propose of this report will be to critically evaluate the marketing strategies of the
companies who are competing in the same market and same industry, who are marketing and
selling their products in the market place of Barkers, the fashion accessories organization
based in New Zealand. A marketing plan will be proposed in this report which will help the
organization to provide the best chances available to taste the success. A low cot related risk
management plan will be designed so that it will help the organization to incur less amount of
loss, if faced in the targeted market place of one of the selected North American or Canadian
markets. A preliminary market need analysis will be performed in the selected market place,
along with the market segmentation and value proposition of the potential customers in the
targeted market. A customer profile will also be created, who can be the ideal customer of
Barker. Positioning of the product along with the differentiation processes will also be
discussed in this report. Branding positioning and branding strategy which needs to be
followed by Barkers will also be discussed in this paper. The pricing and branding will be
done based on the pricing that the organization follows in the market place of New Zealand.
An integrated marketing communication plan will also be laid in this paper, where the
promotional mix will cover advertising, public relations and publicity and online and social
media marketing.

2MARKETING
Table of Contents
Introduction................................................................................................................................4
Part 1..........................................................................................................................................4
Selected Market......................................................................................................................4
Strategies by Other Companies..............................................................................................5
Part 2..........................................................................................................................................6
Customer or Market Need..................................................................................................6
Market Segmentation.............................................................................................................6
Geographic Segmentation..................................................................................................6
Demographic Segmentation...............................................................................................7
Behavioral Segmentation...................................................................................................7
Psychographic Segmentation.............................................................................................7
Value Proposition...................................................................................................................8
Customer Profile..................................................................................................................10
Product Positioning..............................................................................................................11
Differentiation......................................................................................................................12
Branding...................................................................................................................................13
Branding Positioning............................................................................................................13
Branding Strategy.................................................................................................................13
Pricing..................................................................................................................................14
Promotion.................................................................................................................................14

3MARKETING
Integrated Marketing Communications................................................................................14
Advertising...........................................................................................................................15
Public Relations and Publicity.............................................................................................15
Online and Social Media Marketing....................................................................................15
References................................................................................................................................17