Marketing Plan for AllSaints: Revamping Product Line and Improving Branding

This report discusses the marketing strategies and planning of AllSaints organization, including a brief description of the organization and its product line, competitive organizational environment, marketing mix, and ways of improving branding and enhancing the image and reputation of products and services.

Marketing Plan

EXECUTIVE SUMMARY
Marketing management is the form of managing organizational functions and influencing
number of people in the market. Each organization is indulging in developing products and
services as it supports to bring changes in organizational functions and maintain higher
performance. This identifies market opportunities and comes out with appropriate planning for
the purpose of exploring their business and develop organizational productivity. This is
important for companies to identify the market and comes to know what kind of products and
services to be introduced in market so that it can improve the brand image and reputation
effectively. In other words, marketing needed process that used by individual and business
concern to promote its products and services in changing environment and support to develop
organizational productivity. The report is based on marketing strategies and planning of
AllSaints organization where it offers range of products and services in changing environment by
understanding demand and maintain higher performance. The marketing management uses
different tools and techniques to provide information regarding products and services that
support to influence number of people and develop organizational productivity. This can help to
improve business performance and brand image in changing environment. This also focuses on
its revamping in its product line by analysing surrounding area that can help to grow a business
continuously and maintain higher productivity.

Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Give a brief description of the organisation and the product (or product line) or service that
you have chosen for the revamping.............................................................................................1
Explore the competitive organisational environment by applying environmental analysis tools
to identify opportunities and threats that impact or may impact on your chosen organization...2
Examine their marketing mix, focusing on the 4Ps (if it is a product) or the 7Ps (if it is a
service) that your chosen organisation is currently applying. Provide recommendations on how
your chosen organisation can improve its marketing mix...........................................................3
Evaluate how the organisation can improve the branding and enhance the image and
reputation of the product or service. Analyse how this can impact the positioning of the brand.
.....................................................................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is an important aspect for each organization as it is used to promote products and
services in changing environments and develop organizational productivity. Marketing is the
action or business of promoting and selling products via using the different channels of
promotion that can help to increase performance. This refers to an activity undertaken by the
company to promote the buying and selling of specific products and services. For each
organization, it is important to have effective marketing strategies as it helps to influence the
number of people and increase organizational sales (Bodolica, Spraggon and Soueid 2019). To
understand about marketing All Saints is a British fashion retailer headquartered in London, UK.
The organization is selling menswear, women’s wear footwear and accessories in 281 stores and
has approximately 2400 employees across 27 countries. The organization is having a wide range
of product lines that influence a number of customers and develop organizational productivity.
Marketing management plays an important role by managing all functions and activities
effectively. The present report covers the description of organization and product, competitive
organizational environment, marketing mix, and ways of improving branding and enhancement
of image and reputation of product and services.
MAIN BODY
Give a brief description of the organisation and the product (or product line) or service that you
have chosen for the revamping.
AllSaints is a UK based company headquartered in London deals in fashionable
accessories, menswear, womenswear and footwear. The company has global presence currently
operating its business across 27 countries consisting Mexico, Canada, Russia, China etc. It was
founded in 1994 by Stuart Trevor and Kate Bolongar as wholesale menswear brand that sold its
products to high- end retailers. In later years, it also started to design and selling womenswear,
footwear. It launches its first fragrance line in collaboration with Revlon and introduce products
like Metal Wave, Incense city and Sunset Riot. This brand is popular among British and
American celebrities. It sold its products through its physical, stand- alone retail stores and its
website. This company also participate actively in social causes and public service (Vrtaňa
2019).
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Due to failed investments, expanded collaboration, emerging new trends in market and
growing competition company's business drastically decreases which results in need of
revamping its product line. Company implements various marketing strategies to revamp its
product line. Top management of AllSaints decides to develop its business with three different
aspects. These are-: Increase investment into new designs – To deal with changing preferences and meeting
differential demands of consumers, it effectively develops investment strategies which
aids it to identify and invest in new designs (Tourky, Foroudi and Al-Zadjali 2021). Expansion through digital marketing channels as well as social media marketing –
Though it developed its commercial website in early years of operations, it has to
consider different new and effluent virtual marketing strategies for boosting up its sale. It
uses social media sites and restructure company's website to increase customer
engagement.
 Development of Franchising and Licensing – Managers of AllSaints develop strategies
like franchising and licensing to engage large customer base and increase brand
awareness among masses. It does agreement with other retailers and wholesalers to sell
their products through them by giving franchise and license (Temjanovski 2019).
Explore the competitive organisational environment by applying environmental analysis tools to
identify opportunities and threats that impact or may impact on your chosen organization.
To start a business and manage activities there is a need to focus over marketing as is an
important function to influence the people by providing right information. The needs and wants
of people is changing day by day where it become important for the organization to analyze the
environment and make the right decisions. If there is lack of marketing activities, then will be
easier to reach the targeted customers and develop organizational performance. To improve the
brand image and organizational sales there is a need to analyze the environment and make right
decisions. The management of each organization have major role as it conducts environment
analysis by using appropriate tool and operating its business effectively (Tourky, Foroudi and
Al-Zadjali 2021).
SWOT Analysis of AllSaints
Strength Weakness
 AllSaints is operating its business by  This keeps high prices of its specific
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offering unique products and services.
 This creates high level of brand
experience in changing environment.
 The management of such organization
maintain a strong visual merchandise
presence via its aesthetic of the store.
 AllSaints create a comfortable and
unique environment to attract
customers and increase sales.
and unique products that affects
productivity (Vrtaňa 2019).
 Changing in government policy and
regulations that create challenge to
operate business.
 Having competitor in fashion and
retailing industry.
Opportunities Threats
 To focus on customer needs and wants
then provide products that influence
customers.
 Use of effective marketing strategy and
tools to reach its potential customers.
 To bring innovation and new
technology its existing products and
services.
 Having high market competition and
rapid fashion trends.
 Lack of human resources
 Lack of funding to introduce new
product line (Anshari and et. al., 2019).
To conduct the environment analysis chosen organization is conducting environment
analysis by using PESTLE Analysis that is defined below:
Pestle analysis of AllSaints
Political factors- Political factors are those factors which affect company environment
due to intervention of government. The political factors which affect business environment of All
saints are political stability, taxation policy, government intervention, policy frame work and
government subsidies. In order to operate their business in effective manner managers of All
saints should follow all guidelines of their government in relevant manner (Mothersbaugh, and
et. al., 2020).
Economic Factors- Factors that affect the business environment of a due to changing
economy of a country. Economic factors that affect business environment of AllSaints are
Interest rates, inflation rates and exchange rates of a country.
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Social Factors- These are those factors which affects business environment. In context
of AllSaints, social factors that affect their business environment are age groups of Customer,
their income and their changing demand (Nilufar, 2021).
Technological factors- Technology are changing in daily basis which affect business
environment of a company. In case of AllSaints, new technology like Cognitive Intelligence and
AI effects their business environment.
Legal Factors- These are those factors in which country's law and policies affects
company in order to operate their business. In respect of AllSaints, consumer law, labour law and
health and safety law of country that affects its business environment (Nugraha, Astuti, and
Armoni, 2020).
Environmental Factors- These are those factors that presents in surrounding
environment of the earth which affects the business environment of the company. In regards of
AllSaints, changing climate and weather and geographical location affects their business
environment.
Examine their marketing mix, focusing on the 4Ps (if it is a product) or the 7Ps (if it is a service)
that your chosen organisation is currently applying. Provide recommendations on how
your chosen organisation can improve its marketing mix.
Marketing Mix of AllSaints
Marketing mix consists of 7 P's classification that aids an organisation in analysing and
developing marketing strategy in order to promote its products and services in market. It is
beneficial for developing new as well as better products, dynamism and catering differential
consumer demands. Marketing mix is successfully adopted by AllSaints to develop strategies
which aids in promoting its products effectively results in generation of more sales. All the
elements of Marketing Mix in context to AllSaints are as follows: Product- It can be termed as something which is offered by company to its consumers to
generate sales. Products offered by AllSaints are womenswear, menswear, accessories
etc. Managers of AllSaints always try to bring new innovations in their market according
to people's shift in their preferences, taste and lifestyle. It provides exclusive and branded
clothes to its customers (Bodolica, Spraggon and Soueid 2019). Price- it is that sum of money which consumer is willing to pay for specific product.
Pricing strategies of various companies differ according to their product quality, customer
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base and production or distribution cost. AllSaints uses primarily cost- plus pricing
strategy as it has a global business presence, it needs to consider high import taxes and
other expenses in many countries. Promotion- It is the group of activities undertaken by company to promote its products
and services incudes advertising, direct marketing, consumer schemes and many more.
AllSaints uses digital marketing channels and social media marketing techniques to
promote its products across the globe. It aids them to engage large customer base and
attract the potential ones. It uses social sites like Instagram, Facebook etc. to market and
promote their products (Coffie 2020). Place- This element talks about point of sale where organisation can attract and cater its
customer’s needs. AllSaints have a large distribution channel across the globe consists of
wholesale as well as retail stores and online ordering platform (Daulay and Saputra
2019). People- This includes company's personnel, customer support staff and all individuals
who are engage in marketing and selling of products. AllSaints recruit people who have
required skills, knowledge and competencies. It provides proper training and
development programs for keeping them enthusiastic and satisfied in the course of their
employment. Company does not hire influencers to promote its products otherwise it uses
its own employees as brand advocates showing trust in them. Process – This simply refers to delivery of product or service to end consumer. AllSaints
adopts different processes of delivery from time to time. It’s distribution channel is
consists of wholesalers, retailers and consumers. It also adopts strategy of franchising and
leasing in which it gives retailers their products to sell which results in brand awareness
and attract potential customers (Deepak, Jeyakumar, 2019).
 Physical Evidence- It refers to receipt or invoice of purchase that a customer made from
brand or company. AllSaints provides proper invoices of purchase to its customers which
fosters a sense of connection in their mind.
From the above discussions, AllSaints has been recommended to improve its marketing
mix through increase innovation in their products so as to provide large number of varieties to
its customers while keeping their preferences in mind. They can bring differentiation in their
promotional and marketing techniques as well as create relevant along with trustworthy content
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that should be in mind of consumers for a long time. It should also try to make connections
with consumers so that they remain on same brand (Garachkovska, and et. al., 2021).
Evaluate how the organisation can improve the branding and enhance the image and reputation
of the product or service. Analyse how this can impact the positioning of the brand.
To improve business performance and sales there is a need to focus on marketing activities
and functions as it influences a number of people and encourages them to make a buying
decision. Marketing is the action and business activities uses by companies to promote their sales
including market research and advertisement. If an organization is not using marketing functions
and strategies, then it would be difficult to operate the business and affect organizational
productivity negatively. Branding is the process of giving meaning to a specific organization,
company, products, and services by creating and shaping a brand in consumers. Marketing
management plays an important role by analyzing the environment that can help to know what
kind of new products could introduce in market and how to influence the customers that can help
to manage the business effectively. In relation to AllSaints, dealing in clothing, footwear, and
accessories influence the number of customers and develops an organizational performance that
can help to attain business goals (Govindan, and et. al., 2019). The organization wants to
improve its branding and enhance the reputation of products and services that are as explained
below:
To satisfy customers – For an organization, customers are most important as they added
value to organizational activities and performance by offering kinds of products and services.
Having good knowledge and understanding about customers’ needs is effective that is analyzed
by management for the purpose of providing products and services. In case of customers are not
satisfied then it will be difficult to operate a business. In relation to AllSaints, management can
improve branding and product image by offering a quality of products and services that
influences customers and increase sales.
Communicate the brand values throughout company – This is important for
organizations to understand the needs of customers by maintaining proper communication and
knowing the brand value that can help to provide the products and services accordingly. If the
company is enough able to communicate with their customers, then it will benefit to organization
to develop sales. In relation to AllSaints, marketing management makes brand promises and
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quality promises of their products that can help to increase organizational sales and productivity
in changing environment (Koch, and Gyrd-Jones, 2019).
Recognize that first impressions can be lasting – This is very true that the first
impression is the last that attract people to make a further buying decision or not. If organization
is not able to recognise its potential customers and not provide products accordingly then it will
be challenging to operate its business effectively. In relation to AllSaints, management knows
their potential customers and leaves a good impression at the first time that can help to influence
the customers and improve the brand reputation.
Effective use of marketing channel and strategies – This is important for organizations to
analyze the environment and market what people want and how they could be influenced in
changing environment then kind of products and services are provided accordingly. If an
organization is using proper marketing channels and strategies, then it will be a good opportunity
for the company to grow business and attain business performance. In relation to AllSaints,
marketing management uses digital marketing, online websites, social media, and SEO that can
help to reach the targeted customers and improve the organizational image. This can help to
develop organizational performance and profitability in changing environment.
Better quality of products and services – To improve brand image and reputation quality
of products and services quality matters a lot as it encourages customers to make buying decision
again. If products and services of good quality, then it will be good opportunity for organization
to run business and increase product sales and productivity. In relation to AllSaints, better
quality, design, and trend of products is providing by management by analysing environment that
can help to operate the business and increase organizational productivity (Kotsi, and Pike, 2021).
Analyse how this can impact the positioning of the brand
Brand positioning refers to the place that a brand occupies in the minds of customers and
states how it is different from the products of competitors. Each organization wants to build
customer base by satisfying people and maintaining effective marketing channel that can help to
operate the business regularly. This is important for business industry to analysis the market and
comes to know how their customers would convert in to regular customers and contribute to
create a good position. AllSaints, is UK based organization that uses different marketing
strategies and ways of improving organizational brand image, impacts positively on the positions
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as it leading business continuously in changing environment and develop organizational
performance in changing environment (Li, Larimo, and Leonidou, 2021).
By using different marketing channel and strategies AllSaints is maintaining competitive
position in market where it introduces new products and services according to changing in
climate and needs of customers then provide kind of products and services which can help to
develop the organizational productivity and performance. This influence or make a positive
insight in customer’s mind that support to develop the organizational performance by managing
all functions and activities. The management is having important role as it conducts environment
analysis and bring change in their products with the help of new technology that can help to
convert in potential customers and accomplish business goals. Thus, chosen organization is
improving brand image and position in competitive market.
CONCLUSION
From the report it can be concluded that marketing is important for organization which
used by management for the purpose of influencing customers and develop organizational
productivity. AllSaints is using effective marketing strategy to introduce its product line and
managing all functions effectively that can help to maintain higher performance. To conduct
environment analysis Pest and swot analysis has been conducted by marketing management that
improve brand image.
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(Bodolica, Spraggon and Soueid 2019) (Vrtaňa 2019) (Tourky, Foroudi and Al-Zadjali 2021)
(Temjanovski 2019) (Tourky, Foroudi and Al-Zadjali 2021) (Vrtaňa 2019) (Anshari and et.
al., 2019) (Bodolica, Spraggon and Soueid 2019). (Coffie 2020) (Daulay and Saputra 2019)
(Deepak, Jeyakumar, 2019) Garachkovska, and et. al., 2021. Govindan, K.,and et. al., 2019.
Koch, C. H. and Gyrd-Jones, R. I., 2019Kotsi, F. and Pike, S., 2021Li, F., Larimo, J. and
Leonidou, L. C., 2021Mothersbaugh, D. L. and et. al., 2020. Nilufar, N., 2021Nugraha, K.
S., Astuti, N. N. S. and Armoni, N. L. E., 2020.
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