Marketing Plan for a Fashion Brand

This assignment outlines a detailed marketing plan for an unidentified fashion brand. It covers various aspects like identifying the target market, setting marketing objectives, and developing strategies across different channels such as social media, television, radio, influencer collaborations, and print advertising. A budget breakdown with specific cost allocations for each tactic is provided, along with a contingency plan. The document also includes a Gantt chart to visualize the timeline of marketing activities over 52 weeks.

UNIVERSITY NAME
Student’s name
Student’s ID
Marketing Communication
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1.0 Executive summary
This paper is a marketing communication tools that discus in detail #salty company
communication strategy highlighting major selling point of the company’s athletic beachwear
products for both male and female customers. The paper also discusses Media planning for the
promotional campaign indicating various media vehicles and target market for the company. It
also gives promotional strategy as well as a promotional schedule in form of Gantt diagram
available on its appendix. The paper is arranged in terms of specific parts with further sub-
headings to clearly explain a concept under the main headings.
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Table of Contents
1.0 Executive summary...................................................................................................................2
3.0 Assignment 1............................................................................................................................4
4.0 Communication strategy...........................................................................................................5
4.1 Key message.........................................................................................................................5
4.2 Source and source factors.....................................................................................................5
4.3Rationale for the source factors............................................................................................5
5.0 Creative strategy.......................................................................................................................6
5.1 Statement of the problem....................................................................................................6
5.2 Advertising objectives...........................................................................................................6
5.3 Target audience....................................................................................................................7
5.4Product description...............................................................................................................7
5.5 Major selling idea..................................................................................................................7
5.6 Supporting information........................................................................................................7
5.7 Advertising Execution...........................................................................................................8
5.8 Draft advertisement..............................................................................................................8
6.0 Media Planning.........................................................................................................................9
6.1 Media mix and vehicles........................................................................................................9
6.2 Target Market.......................................................................................................................9
6.3 Geographical scope...............................................................................................................9
6.4 Research frequency and objectives......................................................................................9
6.5Considerations.....................................................................................................................10
7.0 Promotional strategy..............................................................................................................10
7.1Promotional tactic...............................................................................................................10
7.2 Promotional schedule.........................................................................................................10
8.0Evaluation................................................................................................................................11
9.0 Conclusion..............................................................................................................................11
10.0 References............................................................................................................................11
11.0Appendix 1 Budget................................................................................................................12
12.0 Appendix 2 Gantt diagram....................................................................................................13
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3.0 Assignment 1
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4.0 Communication strategy
4.1 Key message
Our target market is the young adult bracket in the age range of 16 – 25 years old. In order to
effectively communicate with our target market our key message to them is that as #salty we care
about their sense of fashion and we understand that they need to make a statement with their
beachwear clothing and look good, and as such our products are trendy, always up to date with
current fashion trends in Australia with color and vibrant patterns added to the design of our
beachwear products. On top of this, our products are designed for high performance and that it’s
pricing is right and affordable to them and that our products range caters for both warmer and
cooler periods of time.1
4.2 Source and source factors
The source of our key message include the age bracket of our target customers, their sense of
fashion, purchase power of the target group, high performance and whether patterns in Australia.
4.3Rationale for the source factors
The age bracket of our target market niche will inform us the nature of the customers we are
dealing. In our case, the age brackets of 16 – 25 years old are young people with put in great
effort to look good before their peers and anyone important to them. They are mindful about
their looks because in this particular group many of them want to be seen as young people who
are up to date with current trends and set pace for others to follow in the end nearly every one is
involved in trying to outpace the other2. The age bracket also informs the purchasing power of
our target clients which calls for fairly affordable prices but which are above standard prices to
make sense when the products are said to be classy. It is important to highlight the fact that our
products are of high performance because when in beach young people get involved in sporting
activities and as such we our product must be said to be enhancing performance by giving them
comfortable wear that will bring out the best in them when swimming or doing any sporting
activities at the beach or indoor3.
1Del I Hawkins and David L Mothersbaugh, Consumer Behavior (2011).
2Graham J Hooley and others, Marketing Strategy & Competitive Positioning (1st edn, 2010).
3Jim Avery, Advertising Campaign Planning (Melvin & Leigh, Publishers 2016).
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5.0 Creative strategy
5.1 Statement of the problem
The rationale for carrying out this promotional campaign is that #salty is a new company with
new products in the market. It has to carry out a promotional campaign to make its name known
to the clients or target market in order to get sales. The need for promotional campaign is further
coupled by the fact that #salty target market niche is that of young people who are fond of
operating in “out of sight out of mind” mode. They always want to be associated with something
known or a brand in the market which is known to be classy and fashionable. Therefore, a
promotional campaign will provide and opportunity to #salty to showcase its superior design and
colorful products to the target market in order attract their attentions and in turn boost sales4.
5.2 Advertising objectives
#Salty aims to meet an objective of creating awareness for its name and product in the market.
Put differently, #Salty wants to create a brand in the market, a brand that is known for its
fashion, affordability as well as high performance. The company is aware that in meeting these
objectives, the sales will also pick up to the levels needed for the company to remain afloat in
business and make profits for growth and development/expansion.
5.3 Target audience
The company is targeting young people between the ages of 16 – 25 years for its promotional
campaign.
5.4Product description
#Salty Company has a range of athletic beachwear products that are of high quality and available
for both males and females. The products are of high performance as well as colorful and trendy
and consist of shorts and Waterboys for our male customers and one-piece and two-piece
swimwear for the females.
4Justin R Levy, Facebook Marketing (Que Pub 2010).
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5.5 Major selling idea
Our brands are trendy; they go hand in hand with latest fashion trends in Australia and also keep
an eye on the major trends across the world. They are perfect match for someone who wants to
look stylish and appealing while at the same time having high performance while participating in
athletic activities at the beach or indoor arena. Our pricing is also right, that makes the product
affordable to our customers yet they are able to get a product that will not
only make them look fashionable but also boost the performance of their athletic activities. You
don’t easily get this kind of a deal! 5.
5.6 Supporting information
Our products are eco-friendly and for every product that we sell a percentage of it goes to
funding programs that aim to preserve our natural environment and have clean air for everyone
in Australia and the world by extension. As #salty we mind about our environment we recognize
the fact that it is our collective responsibility to ensure that we have a clean and hospitable
environment for everyone in order to make athletics enjoyable as well as other activities across
Australia.
5.7 Advertising Execution
Our actual campaign message will be kept brief, on point and catchy in order to attract the
attention of our target market within the shortest time possible. These messages will be revealed
to them during strategic periods of time such as when a favorite soap opera among the age group
is running on TV. The bill boards containing our products will also be placed near schools,
Colleges or Universities in order to expose them to the largest percentage of our target market as
possible. Our promotional campaign message will occasionally appear as feeds on social media
platform such as Twitter because #salty understands that our market niche is well connected on
social media platforms and will likely meet a good percentage of them if it advertises through
these platforms.
5Jim Avery, Advertising Campaign Planning (Melvin & Leigh, Publishers 2016).
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5.8 Draft advertisement
Client/company name: #Salty
Brand/Product: Athletic beachwear
Length: 30 seconds
Step Voice Over Female (FVO) Music
1 (10 sec) Biggest sale offer!! Are you trendy and classy? And
always looking to impress?
Soft music
2 (7 secs) No Voice over Then look no more, #Salty
brings you trendy and
fashionable athletic beachwear
at affordable cost!!
Soft music
3 (13secs) Yes!! Hurry up grab a nice and
colourful beachwear for
yourself whilst stock last, like
our Facebook page #Salty
trends for more information
Soft music
6.0 Media Planning
6.1 Media mix and vehicles
#Salty intends to use a combination of media channels that will be effective in reaching its target
market. The company will use Television and Radio stations to reach out those type of clients
who like to watch TV and listening to Radio given that a good number of #salty target market
like watching TV for the favorite Soap Operas or any other TV programs or listening to Radio
mostly for good music6. More specifically, #salty will place its adverts on KIIS radio station
because the company feels that it has good share of our target market in terms of its listeners. For
TV, #salty, will use FOX8 channel as it also command a good number of viewers in Australia
The company will also use social media platforms such as Facebook, twitter and Instagram to
reach out to the young adults who are mostly found in these platforms. 7
6.2 Target Market
Our target market is the young age bracket of 16-25 years. This is a group that is still very
vibrant in terms activities like attending social gatherings such as competitions or tournaments.
They are also quite cautious about what they wear and how they look7.
6Sven Wilde, Viral Marketing Within Social Networking Sites (Diplomica Verlag 2014).
7Jenniffer Craik, Is Australian Fashion And Dress Distinctively Australian?. Fashion Theory (Books for
Libraries Press 2009).
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6.3 Geographical scope
Our advertising should majorly focus on Melbourne Australia market as this is where we have
our products available on stalls however customers in other parts of Australia can order their
items via any of our social media channels and we shall deliver to them via local courier service.
6.4 Research frequency and objectives
#salty always put into consideration the feedback we get from our clients in as we ask them to
comment on our social platforms about their experience with our products. This is a continuous
process which the company reviews from time to time in order to stay trendy and true to its
promise of offering our clients the best in terms of fashionable and high performance products.
6.5Considerations
#salty has contingency measure in place in the event of unexpected turn of events in this
promotional campaign. We envisage that the would be feedback from clients and our own
observation in the way promotional campaign will run that we may need to make adjustments in
order to continue improving on our marketing strategy and reach more target clients. In view of
this we have budgetary allocation for this purpose set at 30% of the total budget of the initial
campaign8
7.0 Promotional strategy
7.1Promotional tactic
#salty intends to use a number of channels to reach out to its target clients as follows;
(a) Facebook, twitter and Instagram These channels would be the most effective considering
the age bracket of our target market. They are tech savvy and mostly have at least one
form of presence in social media if not all of them. This is therefore a key marketing
channel to us in reaching our target market.
(b) TV and Radio – These two channels will reinforce our primary strategy of advertisement
which is social media. In case there are youths who do not have any presence in social
media and they like listening to music on Radio or watching favorite program on TV,
then this strategy will enable #salty to reach to such customers and let them know about
our products.
(c) Persons of influence – The company will also use one of the celebrities in Melbourne
Australia to help drive up numbers in sales because we know they are capable of
influencing the kind of decisions youths make while purchasing trendy clothing. This is
also a way of promoting local talent and thus gives youths a sense of belonging in #salty
products.
(d) Website – The company will also put up all it products on its website and direct clients to
visit its website by indicating the address on its social media pages and fliers.
8Yasuharu Fujiwara, 'The Influence Of Clothings On The Perception Of Personal-Traits And
Personal-Traits On The Perception Of Clothings' (2008) 40 Sen'i Kikai Gakkaishi (Journal of the
Textile Machinery Society of Japan).
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(e) Fliers – This will be distributed in activations that would be staged in Melbourne City
Australia. The fliers will contain such information as our location, prices, selling points
and address for our website and social media accounts.
7.2 Promotional schedule
Please find this information on appendix page 13
8.0Evaluation
The company will focus on specific deliverables that will inform the success of the promotional
campaign to determine the effectiveness of the campaign. For social media platforms #salt will
look out for increase in sales leads generated from these platforms compared to previous
numbers.9 It will also assess the increase in the number of likes it’s for Facebook page and
followers for Twitter and Instagram (IG) handles. The same measure will be used to evaluate
success of fliers’ distributed as it contains links to our pages and website10. The links are specific
to the fliers such that the company would be able to know social media or website visits
originating from fliers. The performance of the celebrity chosen will be measure through crowd
he/she is able to pull when conducting promotional gigs for #salty11.
9.0 Conclusion
In conclusion, promotional campaign is one of the fundamental aspects of the any successful
company. Given that #salty products follow fashion trends closely and are of high performance
we have no doubt that our products will be a success in the market and be able to compete
favorable with the competition in the market. The company will asses the performance of this
campaign and come up with necessary additions or subtractions in its continued endeavor to be
the company of choice for the athletic beachwear products.
9Kurt W. Rothschild, 'Trends And Fashions - A Note On Changing Research Patterns' (2009) 219
Jahrbücher für Nationalökonomie und Statistik.
10Markus Stahlberg and Ville Maila, Multichannel Marketing Ecosystems (2013).
11Sven Wilde, Viral Marketing Within Social Networking Sites (Diplomica Verlag 2014).
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10.0 References
Avery J, Advertising Campaign Planning (Melvin & Leigh, Publishers 2016)
Chaffey D, Internet Marketing (Prentice Hall Financial Times 2011)
Craik J, Is Australian Fashion And Dress Distinctively Australian?. Fashion Theory (Books for
Libraries Press 2009)
Ferrell O, Marketing Strategy (Cengage Learning 2016)
Fujiwara Y, 'The Influence Of Clothings On The Perception Of Personal-Traits And Personal-
Traits On The Perception Of Clothings' (2008) 40 Sen'i Kikai Gakkaishi (Journal of the Textile
Machinery Society of Japan)
Hawkins D and Mothersbaugh D, Consumer Behavior (2011)
Hooley G and others, Marketing Strategy & Competitive Positioning (1st edn, 2010)
Levy J, Facebook Marketing (Que Pub 2010)
Rothschild K, 'Trends And Fashions - A Note On Changing Research Patterns' (2009) 219
Jahrbücher für Nationalökonomie und Statistik
Stahlberg M and Maila V, Multichannel Marketing Ecosystems (2013)
Wilde S, Viral Marketing Within Social Networking Sites (Diplomica Verlag 2014)
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11.0Appendix 1 Budget
Tactic Timing Other costs
($)
Production
cost ($)
Media costs
($)
Total
($)
Social media
advertisement
FB, twitter, IG
Week 9- 52
TV and Radio Week 6 -52
Person of
influence
Week 8-52
Fliers Week 11-52
Contingency
budget at 30%
of the total
Totals
Note; The budgetary allocation for advertisement through website is already catered for as a
recurrent expenditure of the company.
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12.0 Appendix 2 Gantt diagram
Attached to this paper
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