Marketing Mix for Middle-Aged Men's Brand

This assignment examines the marketing mix for a men's clothing brand specifically targeting middle-aged males. It delves into the brand's focus on suburban markets, heavy reliance on social media, and the need to cater to the high lifestyle expectations of American consumers. The analysis emphasizes the importance of developing a strong social media strategy and designing products that resonate with the needs and preferences of this target demographic.

Running head: MARKETING MIX
Marketing mix
Name of the student:
Name of the University:
Author note:

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Table of Contents
Target market...................................................................................................................................2
Brand essence..................................................................................................................................2
SAVE model....................................................................................................................................3
Solution............................................................................................................................................3
Access..............................................................................................................................................3
Value................................................................................................................................................4
Education.........................................................................................................................................5
Marketing mix weighting:...............................................................................................................5
Statement of congruency.................................................................................................................6
References........................................................................................................................................8

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Target market
The brand mainly targets middle- aged business professionals (men) between the age
group of 35 to 55 years. The brand targets the business professionals who are well- established
businesses. According to Price (2017), this target segment is spendthrift and and are in the early
stage of their marriage. The target segment has sophisticated tastes in terms of selection of
apparel and is inclining towards luxury brands. The business professionals (men) aged between
35 to 55 years have become conscious about their appearance especially formal wear and they
take care of their grooming. Stand alone stores for men have gained popularity as the business
professionals have become conscious regarding their appearance and have become aware
regarding luxury designer wear (Newman and Dhar 2014). The business professionals can afford
to buy luxury attire and spend a lot on their professional work attire. However, the market for
men’s luxury apparel continues to be a niche market as the business can be successful only in
cosmopolitan areas where the business professionals have a sophisticated taste in terms of
clothing. Fav being a luxury men’s store for men’s apparels shall be successful if it targets the
business persons residing in the cosmopolitan areas of America.
Brand essence
Fav is an exclusive store for men’s formal clothing, which offers luxury designer wear for men
and is instantaneous at providing one stop solution to its customers in terms of formal wear. It
adds value to improve the customer experience. The brand offers fashionable and sophisticated
product lines along with customization facility, which are trendy in every situation.

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SAVE model
Fav shall emphasize upon evaluated marketing mix that is SAVE model instead of emphasizing
upon the 4P’s model. SAVE model provides a better marketing mix solution to the businesses as
it emphasizes upon solution, accessibility, value and education rather than on product, price,
place and promotion. It provides better understanding of the market than the traditional 4p’s of
marketing mix (Thorson and Moore 2013). Acquiring SAVE shall enable Fav to ensure a wider
market coverage and consumer reach.
Solution
The organizations nowadays emphasize more upon service and solution rather than on the
products. There has been a shift in the consumer behavior as the consumers nowadays emphasize
more upon obtaining proper solutions rather than mere products. The success of a product largely
depends upon the kind of service provided by the organizations (Bahadir, Bharadwaj and
Srivastava 2015). Fav formal wears shall be apt in several occasions especially client meetings
and office meetings. It shall also be acceptable in several other social gatherings. Fav shall
provide one stop solution to the men by offering formals suitable for every occasion.
Superior quality fabrics with customized designs in formal wears shall provide tough
competition to the rivals as the brand shall specialize in formal wear for men with a wide range
of designs.
Access
A majority of the businesses nowadays have become online and are dependent upon high
speed internet access. Around one- third of the population in America are business professionals

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and have a sophisticated choice. They are often busy with their pact schedules and prefer online
shopping. The most frequently used social networking site by the Americans is Facebook. The
businesses nowadays emphasize less upon place and they emphasize more upon accessibility
(Hisrich and Ramadani 2017). The businesses emphasize upon increasing the accessibility so
that the customers can have an easy access to their products and services. The individuals
influenced by social media networking sites are more likely to purchase a product or service
rather than the non- users (Koubaa, Boudali and Fort 2015). Online payments have added to the
convenience of the shoppers by providing safe and quick monetary transactions. Consumers
prefer those brands, which cater to the information and service need of the customers. Fav shall
increase the accessibility by setting up its stores in cosmopolitan areas along with offering online
shopping facilities. Since the target audience of Fav are the middle- aged business professionals
(men) between the age group of 35 to 55 years therefore, the brand shall emphasize upon setting
up stores in cosmopolitan areas in order to attract the target audience.
Value
The brand fav is one of the most remarkable and exclusive brand in the markets of
America. The value of the brand has grown to a higher range in the past years. The reason behind
this the brand maintains a high quality of the products. In order to maintain the quality of the
product the brand uses the finest quality of raw materials which increase the value of the
products. However in the past years the brand has reduced the price to some extent as it shifted
the focus on the people who cannot afford high price of the products. Moreover it started to keep
the value of the product confined not only the higher class people but also to the middle class
people. The price of the shirts has gone down to seven percent; the price of the trousers has
reduced down to eight percent, the price of jeans has reduced to ten percent. Apart from all the

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other factors the intention of the brand is to create a quality lifestyle for the men. They intend to
create the availability of the brand to all classes of people (Shafi and Madhavaiah 2014).
Education
The fav brand took initiative to advertise their products through hoardings, banners,
advertisements in newspapers and through pamphlets. The advertisement is extremely necessary
for the promotion of the products of any brands. They also implemented an effective advertising
strategy which includes the planning of the advertisements in the online sites (Schudson 2013).
The maximum customers of the brand are males and they prefer to do shopping in the online
sites. Maximum number of men does not prefer window shopping. This is the reason the brand
focuses on the promotion of the products in the online shopping sites and in different portals.
The learning organizations are continuously pursuing the customer education as well as the
channel partner education. The aim of this is to increase the satisfaction of the customers and the
awareness of the customers regarding the products of the company (Mathews and Patton 2016).
Marketing mix weighting:

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20-35 35-55 55-65 65 above
0%
10%
20%
30%
40%
50%
60%
70%
Formals
Casuals
Graph: Clothing essence
(Source: Author’s work)
Statement of congruency
The brand puts the major focus on the men. It has designed the products for the men. The
mission of the brand is to promote the products for men. The brand focuses not only on the cities
but also in the markets of the suburban areas. The sale of the products of the brand has explored
in the markets of the suburbs of America (Kumar 2014). The target consumes are the huge users
of social media. The brand puts all the efforts to promote bring new range and variety in different
online shopping portals. The lifestyle of the people of America is high and therefore the brand
keeps the quality and range of the products high to match with the lifestyle of the American
people. The products of this particular brand are for those who are conscious of their fashion and
it is more focused on the middle aged males. The products should be designed accordingly. It is

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advisable for the brand to develop social media marketing strategy. It will ultimately focus on the
need of the middle aged male (Ahmed and Rahman 2015).

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References
Ahmed, S. and Rahman, M., 2015. The effects of marketing mix on consumer satisfaction: A
literature review from Islamic perspective.
Bahadir, S.C., Bharadwaj, S.G. and Srivastava, R.K., 2015. Marketing mix and brand sales in
global markets: Examining the contingent role of country-market characteristics. Journal of
International Business Studies, 46(5), pp.596-619.
Hisrich, R.D. and Ramadani, V., 2017. Entrepreneurial Marketing Mix. In Effective
Entrepreneurial Management (pp. 75-99). Springer International Publishing.
Koubaa, Y., Boudali, R.M. and Fort, F., 2015. Multidimensional structures of brand and country
images and their effect on product evaluation (No. hal-01506221).
Kumar, P., 2014. Multisensory marketing: creating sustainability perspective in various
sectors. Asia-Pacific Journal of Management Research and Innovation, 10(1), pp.89-95.
Mathews, A.J. and Patton, M.T., 2016. Exploring place marketing by American microbreweries:
neolocal expressions of ethnicity and race. Journal of Cultural Geography, 33(3), pp.275-309.
Newman, G.E. and Dhar, R., 2014. Authenticity is contagious: Brand essence and the original
source of production. Journal of Marketing Research, 51(3), pp.371-386.
Price, L.G., 2017. Advertisements based on target market. U.S. Patent 9,646,288.
Schudson, M., 2013. Advertising, the uneasy persuasion (RLE Advertising): Its dubious impact
on American society (Vol. 6). Routledge.

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Shafi, S.I. and Madhavaiah, C., 2014. Impact of promotional activities on brand equity in
selected apparel brands: evidence from India. Asia-Pacific Marketing Review, 3(1), pp.55-65.
Thorson, E. and Moore, J. eds., 2013. Integrated communication: Synergy of persuasive voices.
Psychology Press.