Marketing Plan for Piink Clothing Store in Australia

This marketing plan report focuses on the clothing area of Piink clothing store in Australia. It includes a SWOT analysis, marketing goals and objectives, marketing strategy, and implementation plan.

MARKETING PLAN 0
Marketing plan
Windows User
5/6/2019

MARKETING & MANAGEMENT 1
Executive summary
This marketing plan report focused on clothing area of Piink clothing store in Australia.
Many clothing stores are presently exist in that country, their focus is on selling designer
clothes and all have a modern store layout.
Piink clothing store aim will be to provide a premium service at a price delivering value for
money. In time the brand will represent community, unity and quality. Community and unity
will be driven by two key initiatives from first day. Firstly, a 10% of revenue from online
services of clothing. Secondly, providing these products and services with a common place or
stores to meet if required.
A SWOT analysis identifies strengths that will be needed to be focused on once the store is
open and weaknesses to be aware of given the likely scenario when opening occurs.
Significant opportunities exist with competitors as they have large number of buyers for the
products. Threats are also present from competitors and it is possible they may copy the
design of Piink clothing stores.
A marketing goal is identified to attract customers for their products and provide reasonable
rates of designer clothes as compared to other stores. The primary target market is launch
their stores in high profile areas.
The Piink clothing store allocated budget for this strategy is $6,000.00 from a total available
$8,000.00. $1000.00 has been left available to ensure flexibility is available should it be
needed once the program has started. Implementation details are included and proposed
schedule for execution. The schedule is 2 month long. Finally control and evaluation details
are provided to ensure the strategy has the appropriate check and balance in place.

MARKETING & MANAGEMENT 2
Contents
Executive summary....................................................................................................................1
Introduction................................................................................................................................3
Authorisation..........................................................................................................................3
Limitations..............................................................................................................................3
Purpose and scope..................................................................................................................3
Background of the organization.................................................................................................3
Mission and values.....................................................................................................................4
Situational analysis.....................................................................................................................4
PESTEL Analysis of Piink clothing company (external environment):................................4
Porter’s five forces model (customer & market environment):..............................................6
SWOT analysis...........................................................................................................................7
Marketing goals and objectives..................................................................................................8
Marketing strategy.....................................................................................................................9
The consumer buying process – The Piink clothing store.......................................................10
Product strategy........................................................................................................................11
Pricing strategy.........................................................................................................................11
Distribution strategy.................................................................................................................12
Integrated marketing communication strategy.........................................................................12
People, process and physical evidences...................................................................................12
Financial analysis.....................................................................................................................13
Implementation plan and control.............................................................................................13
Conclusion................................................................................................................................14
Reference..................................................................................................................................15

MARKETING & MANAGEMENT 3
Introduction
Piink is the trendiest and famous company of Australia in terms of fashionable and stylish
clothing catering only women. Piink offers a wide range of variety of casual clothing, formal
clothing, and accessories such as shoes, bags, sunglasses, earrings and playsuits exclusively
for women and girls.
Authorisation
This report has been authorised and commissioned by Associate professor. It was created to
give a detailed footing for the steps necessary to implement, evaluate and control the
marketing program.
Limitations
Limitations affecting report preparation and production include time availability, length
requirements and the limited access to information within the market.
Purpose and scope
This report discusses about the marketing and management of Piink clothing company. Pink
clothing company is an Australian based designer clothing company. To be a successful
company, every company needs to analysis the marketing and management environment
within and outside the company. In this report, the situational analysis will be done for
studying or evaluate the external environment. Along with this, the analysis of internal
environment is also necessary so that SWOT analysis will be done to understand the internal
environment. The marketing goals and objectives of Piink company will be identified to
know what they need to do to achieve their target and successful in the market. The various
strategies for marketing will be made to increase the effectiveness and efficiency within the
company. Furthermore the implementation plan and control techniques will be used for
analysis and attainment of definite goals of the company.
Background of the organization
“Piink” is an Australia-based designer clothing company which is situated at Keilor Road,
Victoria, near Melbourne. Piink is considered to be the trendiest and popular company of
Australia in terms of fashionable and stylish clothing catering only women. Piink offers a
wide range of variety of casual clothing, formal clothing, and accessories such as shoes, bags,
sunglasses, earrings and playsuits exclusively for women and girls. The brand is famous and
popular among the trendy, chic and millennial contemporary Australian women who are

MARKETING & MANAGEMENT 4
conscious about their styles and the latest fashion trends in the global as well as local market
(Piink.com.au, 2013).
Mission and values
Mission: To create the most consistent, friendly and professional online cloth services
provider on the pink clothing store for all age group.
Organizational value: the values of organization of Piink would be the base to how the entity
goes about its business:
 Respect, loyalty and trust
 Teamwork, customer service
 Transparency
Situational analysis
Situational analysis is done for analysing the internal and external environment of the
company. The PESTEL analysis models are used to analysis the external environment and
SWOT analysis is done to analysis the internal environment of the Piink clothing store
(Baker, 2016).
PESTEL Analysis of Piink clothing company (external environment):
1. Political environment: the political environment of Australia is adequately reliable,
transparent with clarity and brevity, positive towards international business
associations and unbiased when it comes to rivalry. Therefore, the Piink clothing
company has been provided with a flexible and minimum difficult area for spreading
and functioning their business easily. The government of Australia has ability to
encourage the clothing companies to buy fabrics locally, if the tax on imports from
other nations increases from 10% which have impact on the outgoings that they have,
changes in this might cause more or less outgoings however any variations can be
quite important (Ho, 2014).
2. Economic environment: the Piink clothing store in Australia is a store that sells its
products in a reasonable price. The Australia is identified to be a country with a high
financial basis and infrastructure with a focus on standard of life or quality of life.
Many citizens in Australia enjoy a high living standard that makes the Australia a
financially strong country with the growth in GDP of 3% per annum. Therefore, it is
said that the Australian market of Australia is developed in comparison to other

MARKETING & MANAGEMENT 5
countries with a high availability of resources. Therefore, as far as financial and
economic risks are concerned. The Piink Company can be flexible with its strategies
for pricing as many of the Australian people will be able to afford the what they sells.
3. Social environment: the Australia has a diverse ethnicity. The people of Australia are
known for the distinctive and colloquial language, elegance and their style speeches.
Many people of Australia, especially females tend to follow the famous fashion
through their attires. With the introduction of multiculturalism and the latest intolerant
attitude of people of Australia, there has subsequent impact on the fashion and style
speech in them too. Piink clothing company has an opportunities to experiment with
their cloths, styles, trend and patterns. The market of garments in Australia is flexible
and ever developing. In such a circumstances, the Piink clothing company got each
prospect to be flexible not only with the cloth designs but also with the accessories
they sell such as earrings or goggles by adding various unique and different earrings
from various countries to make interesting for customers (Shpak, 2019).
4. Technological environment: the Australia is a country which has advanced
technological infrastructure. It is analysed that Piink clothing company has already
using the internet platform to spread their products and to reach out their target
customers even that the rural areas. With the information technology and
communication technology, the Piink is already functioning in Australia and some
companies are about to be started in Australia that has the opportunity to grow their
business. It assists an increased efficiency and correctness with a rapid and swift
service that can take them reputation and goodwill
5. Environmental: many cloths are ready from cotton but initially it should be selected
then transported all over to be stitched as denim. Chemicals easily create their way
into the cotton which means those jeans they are wearing can be sodden in harmful
compounds. How cars, trains, jets and other shipping methods release smoke and
gases into environment. It is huge amount to get the jeans from the industry to stores.
Then the clothes are put into bags made of plastics which are thrown into landfills
(Ashill, Et al, 2014).
6. Legal environment: the Piink clothing company in Australia has to follow various
rules and regulations like other business. They need to follow restrictions on tax,
restrictions on export and costs of inflation to stay legal in the Australia. They need to
maintain the rights of the workers working in the company. However the legal
framework of Australia is transparent and reliable in comparison to other countries.

MARKETING & MANAGEMENT 6
Porter’s five forces model (customer & market environment):
1. Threat of new entries: there are various new companies who enter in the same
industry with the same type of product and service like Piink clothing store. There is
small which is different to bring to the table in clothing industry so threats to new
entrants is also slightly small. However, the new entrants may find different or unique
methods to famous their own products and try to build original brands maybe through
ingenious use of social media (Richard, 2019). The clothing industry in its present
state is more risk more reward for new entries which is not too tough to get a base in
the market and copy others but market does not care for those products that is why
Piink clothing company have to make design their apparels in such a way that it
cannot be copies by other new entries and cannot take their place (Baker, Et al, 2016).
2. Threat of substitution: there is threat of substitute in Australian market for clothing
company as there are various brands of clothes in Australia which provides same
quality and design of products. The main reason of substitute is competition as Piink
clothing company has greater level of competition in the Australian clothing industry.
They need to develop or make their product by keeping in mind one thing that no
other competitors can able to substitute their product and have to maintain the
uniqueness of the product. The Piink have to provide the different benefits to the users
or clients to retain them for the long run with their products (O’farrell, 2019).
3. Bargaining powers of buyers: the first significant force is the bargaining power of
buyers who can choose to bring down prices not purchase products or switch the
retailers. In the case of clothing industry, powers of buyer is relatively high force.
While shoppers of clothes are typical peoples with less to none direct power of
bargaining, they have several alternative places to shop for clothes and less incentives
to hold with single company which giving them adequately of indirect power of
bargaining. All these are have great impact on the Piink clothing company as they
have to set prices according to the buyers and competitors (Porter, 2008).
4. Bargaining powers of suppliers: in the clothing industry the power of suppliers is
relatively less and unimportant force. Most clothing companies source its products
from the third world manufacturers who get portions of the profit. The suppliers have
less control over the clothing industry as they are expendable and can always be
transacted out which greatly impact the Piink clothing store in Australia. As a result,
input price of clothes industry are comparatively less and will stay there till the whole
development gap closes up importantly (Bean, 2019).

MARKETING & MANAGEMENT 7
5. Competition among the existing company: in Australia, there are many retailers who
sell very similar products but there is also the impression of brands which permits few
companies to sell products for low rates. So Piink clothing store have to create the
brand image and diverse varieties of product designs or cloth designs with reasonable
rates so that companies who have similar product cannot impact their brand and
profitability due to competition. Todays, there are small innovations in this world so
that the market is rapidly becoming soaked with same products. In this case, the
clothing company is a very tough one to get into is becoming the race to the bottom
(Ferdous, Et al, 2013).
SWOT analysis
1. Strength: the strength of the Piink clothing company is quality of their products and
quality of their employees are working in their stores. The latest machines and
equipment are used for the better functioning. The well developed and well educated
employees are hired and these enhance the marketing throughout the country and
manage professionally without any misconduct and customers complaints. Clients
who visited their stores never find any inappropriate activities which gives positive
impression on the customers mind and it is biggest strength of the company that
customers are satisfied with them and willing to buy products from their stores only.
The chief executive officer will be bring is wealth of experience to the company and
which is indeed a big positive for the classic label line of clothing (Phadermrod, Et al,
2019).
2. Weaknesses: the weakness of the Piink clothing company is that they cannot compete
with the billion dollar fashion label such as tommy Hilfiger, mango, ralph lauren etc.
as they are new clothing line and do have that much financial capacity to compete
with these multi dollars fashion brands when it comes to controlling the Australian
market or market at globally (Williams, 2019). They have limited marketing and
advertising as compared to the other companies of the same industry. High
competition of Piink means limited share of market and high switching of brand.
Their online marketing and e-commerce is not gaining any importance that can be
tapped by Piink clothing company. They have not segregated their business which
will results in better operational efficiency in this industry. It is always the

MARKETING & MANAGEMENT 8
controversial company regarding its advertisements that are criticised for its ethics in
the company.
3. Opportunities: the Piink cloth company has targeted the bigger demography of the
Australian market. They have used unusual and creative image of their products and
services along with a reasonable price for every product and service based on the
analysis of the market to attract the customers. One thing which is certain is whether
it is good or bad people will always look to wear clothes so the opportunity for
clothing line to sell their product is large and have leverage on these opportunities.
They produce product of various age group which is great opportunity for them to
have the large number of buyers for those products (Kennedy, 2016).
4. Threats: the increase of the raw materials that Piink requires to design their products
are increasing therefore cost incurred can be higher in the existing market. With
inadequate number of employees and specialists the company can work a little less
competently. Just like other business, the Piink clothing company have to face the
major threats of economic downturn or instability. It is a situation that economic
downturn have impact on the purchasing powers of the buyers. Another threat which
might be possibly confront Piink clothing company is the entrance of a new clothing
line which may desire to adopt the similar model of business like Piink clothing
company in Australia (Craik, 2015).
Marketing goals and objectives
There are various goals and objectives of the Piink clothing company listed below:
1. Identify consumer trends: the main objective of the Piink clothing company is that
they want to identify the trends of the consumers which they wants to buy from their
stores and make available those desires products for them which are on trends of the
consumers in the market. They focus on the consumers wants for future also which
helps in keeping the demand high and their revenues and profits flowing in
(Drummond, Et al, 2010).
2. Remain a profitable company: the main objective of the Piink clothing company is to
maintain the profitability in the company. They focus on revenue they earn should
always be more than the costs they incur in the process of getting that revenue. The
clothing industry is that they will have months when there is demand followed lower
time when the cash flows desiccates. They save up all they can when cash flows in

MARKETING & MANAGEMENT 9
huge amounts so that they do not have issues of cash flow during the off period
(Hanks, 2019).
3. Find reliable suppliers: as a clothing company, they must find reliable suppliers who
will expose their label to the Australian market. Suppliers can come in several
different ways. On the one side, there are clothing line which target the greatest high-
end boutiques to supply their label. On the other side, there are clothing lines which
desires to market itself to the higher middle class shoppers, so that they emphasis on
the higher sell to middle range boutiques and small stores (Gillespie, Et al, 2015).
4. Get recognition for their brand: in the clothing industry, the branding is the significant
fashion goals. In order to increase their brand, they invest in extensive advertising and
marketing strategies which expose the huge to who they are and what they represent.
They have motive that the people feel right that they can pay them anything for their
product (Kokemuller, 2019).
5. Increase their social following: the objective of the Piink clothing company is to
increase the social media affluence as to increase the range of opportunities for
customers who want to buy their products. It will increase their brand image or brand
loyalty among the customers (Lee, Et al, 2015).
6. Showcase a range of their products: their objective is not only to showcase their range
of products for different situations and seasons but also in the physical manner so that
their customers feel and experience their products it results in better partnership of
distribution (Blythe, Et al, 2019).
Marketing strategy
The Piink clothing company in Australia set their marketing strategies by following the STP
model of marketing and management (Brookins, 2019).
Segmentation
The segmentation marketing strategy employed by the Piink clothing company is based on
the demographic of the customers like gender, psychographics and age. However beyond
this, the Piink also targets customers which is based on its fashion sense and lifestyle for
example; trendy, grunge, Latino and classic etc. the ethnicity of their brand and its target
market is blended by Piink clothing company in its product offering which match a numerous
of tastes and settings.

MARKETING & MANAGEMENT 10
Targeting
The Piink clothing company has targeted a large gap in the clothes market of Australia. The
company targets customers that are interested in large fashion want to be up to pace with the
new fashion trends but are not capable to afford clothes and the accessories from these stores.
In relation to target the Australian market, Piink company strategy to launches its outlets or
stores in high profile areas and provides the customers with a turnover period of four to five
weeks persona, the clothes collection and the accessories and the campaign of the marketing
pulls the target markets to the Piink clothing stores.
Positioning
The main aim for positioning the Piink clothing company in a market is to democratize
fashion. The company aims to give its customers with high and trendy fashion products at
lower rates to accommodate their needs. As a result, the strategy of marketing which is
employed by Piink Company is to open outlets and stores which provides the Piink company
experience at location of high profile to set the brand image as being high fashion, accessible,
trendy and hip.
The consumer buying process – The Piink clothing store
1. Need recognition: it is realised when the buyers may acquire a product online and
offline and needs a person to perform the service.
2. Search for information: the information is search through externally and internally
 By using product or service prior or people who have it.
 By asking friends, family, colleagues
3. Evaluation of alternatives: after gathering information, alternative can be evaluated.
Piink’s product competitors within 10 kilometre radius of their area. A buyer can also
elect to complete the purchasing themselves or delay having the purchasing
completed until it becomes critical.
4. Decision for purchase: the buyers will consider everything before to making a
decision to book a product pr service at Piink. It is affected by influence of others
such as family, friends, or various reasons.
5. Post-chase evaluation: once the buyers purchase the product from Piink then they will
evaluate their experience based the previous expectations.

MARKETING & MANAGEMENT 11
Product strategy
1. Brand name: Piink clothing, all service options will include the brand name in them.
2. Major features and advantage:
 Core product: initially provides the buyers with satisfaction in their mind they are
satisfied from the quality of clothes from the local clothes.
 Actual product: the expectation of the buyer is the stores is clean, timely services are
provided.
 Augmented product: in addition to actual product other services which will benefit
buyers include discussion about new trends, other clothing issues, being open as
required for the loyal buyers, performing services at short period.
3. Connection of value:
 Supplemental: these extra services would add value to the core product and
differentiate Piink from competing stores.
 Experiential: will distinct the service or product using quality of material to
everything offered.
4. Characteristics of Service or product:
 Intangibility: Brands represent quality. Exceptional buyer services will come
to be expected.
 Inseparability: they set standards and interact with the buyers.
7. Perishability: they created Piink groupie to attract buyers rapidly (Yüksel, 2012).

Pricing strategy
1. Overall pricing strategy and objectives:
 Strategy: The classic product and service will be positioned at $68.
 Objective: the value is at high end of the market, It permits for offering a
premium service and margin to balance promotion to secondary target market.
2. Connection to value: the following value components focused on for the pricing
strategy:
 Financial value: buyers save money on further services once the loyalty is set.
 Trust value: knowing the product is in the best possible working order and
which they trust the store is critical.
3. Specific pricing strategy:

MARKETING & MANAGEMENT 12
 Piink will be positioned as great seller of the designer clothes focused on
quality.
 Promotional tools will be used to make the foundation of the buyers and
attract target market.
Distribution strategy
Piink has single channel in terms of the physical distribution. There will be one store so that
buyers will require visiting the store in person to secure service. The strength of this
exclusivity as a one store method is appropriate for products with premium image as buyers
will make extra effort to reach to the location for the better experience.
Integrated marketing communication strategy
Piink’s integrated marketing communication strategy will be important to the fashion
industry. Building efforts and gaining credibility within the fashion industry. The primary and
secondary target market of fashion industry will closely linked but the social marketing will
be different and require extra consideration for the communication strategy. The objective of
IMC is to create awareness of the Piink in the market. IMC budget is $5,000.00.
People, process and physical evidences
People: the interaction between the buyers the Piink employees and other buyers present
during the service.
Process: the operation flow of steps in the product or service delivery process can be
completed with person to person or technology.
Physical evidence: any tangible evidences of the products and service including the people
and the environment that the product and services takes place within. Piink allows access to
store promotions and offers. The physical elements should available such as customer
receipts, in-store merchandise to build professional image.
Competitors
Marketing mix Competitors
Spell Byron bay Ellery Dion lee
Product Hand crafted jewelry Clothing
Jewelry
Shoes
Shoes
Accessories
Clothing

MARKETING & MANAGEMENT 13
Price Cost based i.e.$50-
$250
Value based i.e. $10-
$25
Value based i.e. $20-
$40
Promotion  Advertising: it
covers
communication
methods which
are paid by the
company such
as T.V
advertisements,
radio, print
media, and
internet
advertisement.
 Public relation:
these are
communication
for which
company are
typically not
paid for. It
includes
exhibitions,
press release,
seminars,
events,
conferences,
sponsorship
deals.
Advertising: they
advertise their
products on internet
or social media.
Sales promotion:
they use this
technique by
providing price-off
deals, consumer
sweepstakes, cash
refund offer,
coupons.
Advertising: they
also advertise their
product on social
media or on internet
with attractive
discounts and offers.
Sales promotion:
they do promotion
by arranging contests
for customers and
provide them
products as a gift and
these gifts are
attractive which
increases the sales
(Ryu, Et al, 2019).
Placement  They place their
products in a
place which is
easily
accessible to
 They place
their product
mostly on
online sites or
 They place
products on
internet and
social media

MARKETING & MANAGEMENT 14
potential buyers
 They use
intensive,
exclusive,
selective and
franchising
distribution
strategies
 They have
strong sales
force
 They attend
trade fairs
 They sell their
product in an
offline and
online stores.
apps.
 They use
selective
exclusive
distribution
and selective
distribution
strategy
 They have
large sales
force as they
accept order
on online
basis
 They do not
attend trade
fairs as they
believe in
social media
influencers
 They also sell
their products
to online and
offline stores.
sites.
 They also use
exclusive and
selective
distribution
strategy
 They have
strong sales
force with
good buyers
influencing.
 they attend
trade fairs as
they believe
that people
also get to
know more
about product
and its
quality in
exhibitions or
trade fairs.
People Employees
Culture
Administration
Customer service,
these are important in
marketing as they are
the people who deliver
the services.
Employees
Service management,
for getting the strong
and honest feedback
about the service and
the business and
input their individual
ideas and passions.
Service Management
Employees, these are
the people who
genuinely believe in
materials and
services which the
specific business
makes.
Process The operational flow of
steps or activities in the
The operation flow
of activities in the
The operation flow
of steps in the

MARKETING & MANAGEMENT 15
delivery of service
process that can be
completed with face to
face or technology.
Application to
company:
 This company
will have
minimum
guidelines of
service and IT
systems that
supports the
processes.
 Training
session will
strengthen the
importance of
this process to
make sure a
great level of
consistency is
attained.
service delivery
which can be
possible with
technology as it is
based on the internet
services.
delivery of services
to customers’
process can be
accomplished with
technology as it is
also have online
portals.
Product
A new product is introduced based on the opportunities and threats
Product strategy
Existing product New product
1. Core benefit Fundamentally gives the
buyers with the satisfaction
of mind they are provided as
better quality as possible
from quality failure and the
These provide the better
quality with advanced
technology services and
according to the trends in the

MARKETING & MANAGEMENT 16
products are hold as possible
for longer life.
market.
2. Actual benefit Expectation is the quality is
best and affordable.
The design attracts the large
number of buyers and prices
can be paid for these product
as they are of best quality.
3. Augmented benefit Addition to the actual
product other services that
will benefit the buyers
include discussion about
current or upcoming trends
which will be required by
loyal customers at short
notice.
Products consists of several
values that the buyers can or
cannot have to pay premium
when they buy clothes,
jewelries, shoes of other
fashion products part of the
augmented product will be
warranty.
4. Product line mix 1- Product wide that is
clothing only.
3 product wide such as
jewelries, clothing and shoes
5. Product brand Brand image - its range of
product and services in online
stores.
Brand equity- company
value is $103.5 B and a brand
value of $50.5 B, so 8% of
the aggregate value of Piink
is wrapped up their brands.
Brand image- their range of
product and services in
online of offline stores.
Brand equity- company value
is $303.8 B and a brand
value of $90.8 B of the
aggregate value of Piink is
wrapped up their brands.
6. Product life cycle It is at Introduction stage as it
provides only clothes.
It is at growth stage as it
provide wide range of
products now (Shao, Et al,
2019).
Pricing
Existing product New product
Pricing strategy Piink existing products that are
clothes are value based and have
The penetration of pricing is
done to attract the large

MARKETING & MANAGEMENT 17
greater competitors such as Dion
lee, Ellery, spell Byron bay. They
set prices according to the buyers
and the competitors so that cost
can be effective and generate
value for the product.
number of buyers and
compete with the
competitors and they also
tries to skimming the price
with the penetration for
generating short term profit
from the most eager buyers.
Factors affecting pricing Factors:
 The cost of the products is
a factor which affect the
pricing strategy of a
product or services of
Piink clothing stores
 The utility or demand of
the product: buyers
demand more products
when its price is less and
vice-versa.
 The extent of competition
in the affect the pricing of
the product and services.
 The methods used for
marketing of clothes also
affect the strategy of
pricing
 Australian government
rules and legal regulations
regarding the
manufacturing of clothes
from these kinds of
industry have major
impact on the pricing
strategy.
Factors:
 The objectives of the
company
 Competition
 Channels of
distribution
 Costs
 Characteristics of
products
 Pricing policies of
the competitors
(Chan, 2019).
Price adjustments  Prices are adjusted on the Prices are adjusted on the

MARKETING & MANAGEMENT 18
basis of the segments of
the market.
 Piink adjust price of a
product to reward the
customers for definite
responses of volume
purchases, off-season
purchases, and early
payment of the bills.
Keller, Et al, 2019).
basis on the basis of the
discounts offered on the
product and services due to
high level of customers and
shifting of customers.
Price mix strategy  Product line pricing –
Piink segregate product
and service into the value
based categories with aim
of creating the several
levels of quality in the
customer’s mind.
 Captive product pricing –
they started offering high
rates for the core product
and put low rates on
captive product.
 Bundle pricing - they do
not provide coupons on
product and service when
buyers buys it separately.
 Optional pricing – Piink
decreases the amount
when buyers spend once
he/she start to purchase or
buy. This decreases the
complete price of the
product and service.
 Product line pricing:
Segregate into cost
categories with aim of
certain level of quality in the
minds of the buyers.
 Captive product
pricing: they started
offering low rates for
the core product and
high rates on the
captive products.
 Bundle pricing - they
provide coupons on
product and service
when buyers buys it
separately.
 Optional pricing –
Piink increases the
amount when buyers
spend once he/she
start to purchase or
buy. This increases
the complete price of
the product and

MARKETING & MANAGEMENT 19
service (Li, Et al,
2019).
Placement
Existing product New product
Value placement  Offer satisfied quality
to their buyers
 Make delivery of the
product
 Provide expert advice
for their buyers
 Plan for product
design and packaging
 Offer best quality to
their buyers
 Increase their speed of
delivery
 Provide additional
professional advice
for their buyers
 Add simplicity to
each likely buyer’s
interaction with their
stores
Channels for distribution Producer to final buyers Producer to wholesaler to
retailer to final buyer.
Distribution intensity Can be selective as they
supply their product to only
clothes market.
Can be intensive and
selective as they supply its
product and services to all
markets and the customers in
Australia.
Channel control Horizontal Vertical (Fam, Et al, 2019).
Financial analysis
Piink’s budget for the strategy set in this marketing plan is $5000.00 that allocates 75 % of
the expected budget of marketing needed. $1000.00 will not allocated in case opportunities
arise go over budget. 100 basic online and offline servces are assumed for the corresponding

MARKETING & MANAGEMENT 20
time period (2 months) that represent overall profit of $25,000.00 and net profit of $2,500
after allocation of expected expenditure both variable and fixed.
Implementation plan and control
The implementation plan and control identified by following process:
Implementation plan:
The marketing of Piink clothing company is more likely to succeed as they have sufficient
resources and professionals to implement it. If they and there team do not know how to
implement their marketing plan of business seek direction and advice from the professionals
of the marketing and invest in building their marketing skills.
Control process:
1. The first step of controlling in the marketing plan is to set up the goals or standards of
the performance of the Piink clothing company which comprises of the influences of
the market, goals or objectives, marketing strategies and current situation of the
Australian clothing market to achieve goals effectively and efficiently.
2. Determining the ranges of the standards or values which can be used as a tool to
identify the actual standards or planned standards in the marketing plan (Hayhurst, Et
al, 2018).
3. The measurement of actual standard which includes the internal and external
environment of the Australia which have direct impact on the effectiveness and
efficiency of the Piink clothing company.
4. Comparison of actual standards with the planned standards so that new plans goals
can be set and improvement proposals can be made. The proposals can be prepared
for variations in the indicators of performance.
5. Actions must be action i.e. follow up to detect the deviations or number of deviations
such as better segmenting, targeting the customers and effectively analysis the internal
and external environment so that problem can be solved.

MARKETING & MANAGEMENT 21
Conclusion
From the above study it is concluded that every company whether it is large or small needs to
develop a marketing plan before doing any marketing for their business to achieve the great
success and increase the brand image of the company. In this report, the the internal and
external environmental of the Australia company “Piink” is analysed and evaluated which
have relatively high impact on their business. After analysis these environment, the company
can effectively and efficiently function and operate their business. Furthermore the marketing
strategies are made by segmenting the target customers and positioning of those products
which the Piink clothing company sells in the Australian market and satisfy customers by
creating products according to them after such analysis. Thus, marketing plan helps in focus
on the resources and plan for the growth of the business.

MARKETING & MANAGEMENT 22
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