PJAW Loungewear Promotional Plan: Target Market, Objectives, and Strategies

PJAW Loungewear
Executive Summary
This promotional plan offers an economical, practical, realistic and comprehensive
structure to introduce PJAW to the market. PESTLE analysis, Competitor analysis and
SWOT analysis will be used to understand the current situation of the apparel industry
better. The SWOT analysis demonstrates that having a strong social media presence
will yield the highest return. Based on that, PJAW should focus on expanding its
following on Facebook, Twitter, Instagram, and adding LinkedIn. These platforms, in
particular, offer the opportunity to develop high-quality content engagingly and
relevantly. Also, this plan will help increase traffic on the website and social media sites
while fostering two-way communication and engagement with customers. The plan lays
out the responsibilities and tasks for a social media manager to oversee, publish, and
manage content while additionally proposing the creation of partnerships with retailers
and non-profit organisations such as charities.
Major target audiences
PJAW differentiates itself by offering high quality low priced products, which also defines
its brand image. The primary target market consists of mainly female university students
of the age 23 to 38, as segmented from the demographical, geographical, psychographic
and behavioural point of view. To achieve recognition in the competitive apparel
industry, PJAW must look at the younger generation and find a way to convince them
that the product is a necessary purchase.
Time period of the plan
The tactics will also be carried out at intervals during the 6 months promotional period.
Campaign objectives
PJAW has established a sales goal of increasing online sales by 50%, achieving 50%
increase in brand awareness amongst the target market, and acquiring 5000 followers
on its social media sites, all in 6 months. This plan defines the strategies for meeting
these objectives.
Campaign theme/slogan
The theme of the campaign is _

PJAW Loungewear
Hence, the campaign slogan is “Get ready in 5 minutes with PJAW” / “From the sheets
to the streets in 5 minutes”
Key creative execution elements/media choices
The proposed channels of communication and tools, along with monitoring, will provide
an opportunity to improve this plan even further. Fortunately, many of these useful tools
are free and easy to manage. Because of this, the budget and time proposed are of
minimal costs. This plan will help achieve collaboration and engagement with customers,
and help foster a relationship with the local community. The results will be closely
monitored to ensure that the promotional techniques are producing the desired financial
results: sales and revenue growth, larger customer base, more shoppers converted to
buyers, increased repeat customers and return on investment that improves contribution
margins.

PJAW Loungewear
Table of Contents
Overview of PJAW.............................................................................................................4
Brief Overview of Industry and Macro-environment...........................................................5
PESTLE Analysis...........................................................................................................5
Current Trends/Developments which may affect the promotional program...................7
Competitor Analysis.....................................................................................................10
SWOT Analysis............................................................................................................12
Target Market and Positioning Strategy..........................................................................13
Target Market...............................................................................................................13
Positioning map...........................................................................................................14
Brand identity and message........................................................................................15
Networking Strategy.....................................................................................................15
Brand touchpoints........................................................................................................15
Promotional/Communication Objectives......................................................................17
Creative Recommendations.........................................................................................18
Media Recommendations............................................................................................18
Sales Promotions Recommendations (Consumer/trade)............................................18
Direct Marketing Recommendations............................................................................19
Internet/Interactive Recommendations (including Social Media).................................19
Public Relations Recommendations............................................................................19
Additional strategies to build loyalty, engagement, WOM...........................................20
Overall Campaign Flowchart........................................................................................21
Measurement and Evaluation......................................................................................22
Conclusion.......................................................................................................................23
References...................................................................................................................23
Appendices..................................................................................................................26

PJAW Loungewear
Overview of PJAW
 PJAW(pronounced “per-jaw”) was started to fill the gap in the loungewear market for
functional, stylish and affordable loungewear. Our mission is to bring a worriless life
to more students in universities. By creating PJAW, I also hope to build a community
of bold dreamers, fearlessly chasing their dreams, and being stylishly dressed for
this aspiration.
 The logo for PJAW (see appendix A) is minimalism as the brand reflects the
elements of sophistication, modernity and comfort.The colours of the logo display the
elements of warmth (brown-beige), clarity (white) and an overall soothing look.
 The slogans for PJAW are – “Be dressed for your dreams– from the sheets to the
streets.”, “PJs that you can wear out.” and“For when you need that extra 5
minutes.”PJAW is a reflection of my personality that is incorporated into the brand
that is relatable for people with a similar lifestyle. The letters J, A and W in PJAW
stands for the initials of my full name, Janelle Allysa Wong. The two letters, P and J,
come together as the abbreviation PJ for pyjamas. The reason for the combination is
because PJAW represents a reflection of me in everyone and everyone in me.
 Consumers could purchase the products from the proposed eCommerce website:
www.pjaw.com and browse for photos or reviews by searching @pjawmas on social
media platforms (see appendix B).
 PJAW-mas, the first product to be launched. I see pyjamas as a canvas for art and
express our creativity through unique prints. There will be no unnecessary cut-outs
because I believe in the essentials of functional design.Thedesignswill reflect three
core values: functionality, style and affordability.It will becomfortableand stylish
enough to live inbe it at home or in public.
 All of these are achieved while being conscious of the people and the
environment.Instead of using unnecessary plastic packaging, leftover fabric from
production will be used to create multi-purpose PJAW pouches that protect
ourloungewear.Being an eco-minded brand with sustainable and community-minded
values allow consumers to shop with a green conscience.

PJAW Loungewear
Brief Overview of Industry and Macro-environment
PESTLE Analysis
Table 1: PESTLE Analysis
Political factors
Corporate Culture and
Corporate Regulation
The ASIC Corporate Culture and Corporate Regulation stated that corporate culture is
an attitude, policy, rule, course of conduct or practice. Effective internal whistle-blower
policies are important in ensuring the right culture. A deemed ‘poor culture provision’, if
implemented, could hold the manager or firm accountable for an employee’s unlawful
conduct, unless the firm or manager could show that it had adequate procedures in
place to prevent the conduct (Medcraft, 2015).
Political influence on
fashion trends
Volatility due to political factors is not unexpected. As per the 2017 McKinsey report on
the fashion industry, “Geopolitical instability, terrorism, Brexit, and stalled trade deals
will all increase a pervasive sense of uncertainty in the global economy”. Apart from
terrorism, other kinds of political tensions have also kept affecting the world and raising
the level of uncertainty before the fashion industry.
Economic factors
Rise in production
cost and labor issues
The new computer and communications technologies will raise the pay of high-skill
workers but reduce the pay of low-skill workers (OpenStax CNX, 2016).
Consumer apparel
purchase decisions
Iwanow, McEachern, & Jeffrey (2005) stated that despite consumers possessing a high
level of awareness of ethical issues, results reveal that factors such as price, quality
and style have a more significant influence on their apparel purchase behaviour than
their concerns about the ethical practices of the supplier. A study also found that young
Australian consumers identified price as having the highest relative importance,
followed by brand, country of origin, style and ethical attributes (Jegethesan, Sneddon
& Soutar, 2012).
Income levels According to the Australian Bureau of Statistics (2018), there was a rise in income
levels on different years of the Australian Full-Time Adult Average Weekly Total
Earnings of 2.7% in May 2018 since May 2017, 2.1% in May 2017 Since May 2016 and
1.9% in May 2016 since May 2015. These data show a steadily increase in incomes
throughout the years.
Social-cultural factors
Consumers becoming
more eco-conscious
According to the Greendex country report, Australians are less likely to avoid excessive
packaging and environmentally unfriendly products (Greenpeace Australia Pacific,
2014). In 2011 to 2012, 62% of people aged 18 years and over were concerned about
environmental problems in general in Australia compared with 82% in 2007 to 2008

PJAW Loungewear
(Australian Bureau of Statistics, 2012).
Working conditions at
factories
Claudio (2007) stated that fierce global competition in the garment industry translates
into poor working conditions for many labourers in developing nations. As Robertson,
Brown & Dehejia (2011) quote Elliott and Freeman (2003), harsh working conditions in
apparel factories are at the centre of a large and growing debate about globalisation
and labour standards.
Increase in female
consumers
A study revealed that women are more likely to impulse buy than men and promotions
have a stronger effect on female consumers who are university students. Female
consumers’ buying intention is easily affected by advertising, displays of goods,
atmosphere, promotions and sales. Also, female impulse buying intention can increase
because of the performance of salespeople and recommendations from other
customers (Yang, Huang, & Feng, 2011).
Technological factors
Innovation Digital innovation goes behind the scenes: digitisation is a key to supply-chain
efficiency, lower procurement costs, and enhanced sourcing opportunities, as stated in
“The State of Fashion 2017”report.
New Technology ICAS (2018) stated that the risk from new technology involves the issue of digital
disruption as well as big data. More specifically, examples of risk include peer-to-peer
lending and, in industry’s case, peer-to-peer insurance. Digitisation, the growth of the
internet and explosion in the use of smartphones have allowed for the creation of
platforms such as aggregators and price comparison sites. In other countries, such
developments have had a negative impact on profitability (Sheedy, 2017).
Reputation or Brand
Value
According to Sheedy (2017), the rise of social media has played a role in the
prominence of this risk. With social media and the increased ability to utilise websites
such as change.org, which allows people to run petitions against businesses, a great
deal of traction can build around a grievance felt by an individual or a small group. It
can get to the point where it spills over and attracts the attention of traditional media,
which can introduce serious PR problems. In the last decade, these risks were not as
high, but now the individual has enormous power to hurt a business’s reputation.
Legal factors
Child labor and
minimum wages
allegations
Some Chinese workers make as little as 12-18 cents per hour working in poor
conditions, and it gets worse with the fierce global competition that demands ever lower
production costs (Claudio, 2007).
Tax and export
restrictions
The key taxes affecting businesses are Company (income) Tax, Capital Gains Tax
(CGT) and the Goods and Services Tax (GST). These taxes are all set by the
Australian Government (Australian Trade and Investment Commission, 2019).

PJAW Loungewear
The Competition and
Consumer ACT
The Competition and Consumer Act ensures that fairness and protection are
implemented in the business environment handling a variety of different parts of the
marketplace from supplier to competitors. Ultimately, this act enforces a just and
competent marketplace within Australia (Australian Competition and Consumer
Commission, 2018).
Environmental factors
Cotton production Conventionally grown cotton, one of the most popular clothing fibres, is one of the most
water- and pesticide-dependent crops (Claudio, 2007). These hazardous compounds
soaked in the cotton along with the toxins found in factories can negatively affect the
environment as well as humans during the production, usage and disposal (Guner &
Yucel, 2005).
Ecological production
and “eco-fashions”
With the increasing consumer awareness about less toxic and sustainable products,
businesses are switching to alternative fibres such as bamboo and hemp in developing
environmentally friendly apparel (Claudio, 2007). Since then, retailers large and small
are taking different steps to appeal to the environmentally conscious consumer and the
approaches include using fibres that require fewer pesticides, irrigation as well as
polymers created from plant-based materials (Claudio, 2007).
Transportation of
products
An increase of supply and demand leads to higher volumes of product shipments, and
those methods of transportation such as cars, jets and trains release harmful gases and
smoke that pollutes the environment (Rodrigue, 2017).
Climate change
awareness
In the CSIRO survey in 2014, the proportion was 78%, and in Climate Institute polling in
2016 it was 77% (Riedy, 2017). A substantial majority of Australians think climate
change is happening, and support a wide variety of initiatives to both mitigate and adapt
to the potential impacts (CSIRO, 2015). Likewise, the report by the Climate Institute on
Australian attitudes to climate change in 2016 found that 77% of Australians believe
climate change is occurring (Riedy, 2017).
After assessing all these concerned factors, both internal and external, some key
information prevailed that play a crucial role in deciding the future action of this
promotional plan. The apparel marketplace is becoming more eco-conscious due to the
increasing pressure from apparel companies to reduce their carbon footprint and create
eco-friendly products. Consumer trends in the apparel industry include fashionable
(looks attractive to wear) and lifestyle integration (use at home and public). The
recession and increase in raw material prices are major threats to companies in the
industry. The biggest opportunities come from the trend of more active lifestyles and e-
commerce. Overall, the economic factors are the most important to companies in the
apparel industry.

PJAW Loungewear
Current Trends/Developments which may affect the promotional program
The Retail Value RSP of the apparel industry market size in Australia is predicted to
have a gradual incline over the next five years, currently standing 14,559.7 in 2018 and
expected to reach 16,167.8 in 2023, as stated on Euromonitor (2018).
Figure 1: Sales of Womenswear in Australia
As shown in Figure 1, Womenswear is
projected to record a retail value CAGR of
2% at constant 2017 prices over the
forecast period, to reach AUD10,242 million
in 2022.The category's steady performance
can be attributed to the growth of fast
fashion brandssuch as Cotton On and H&M,
appeal to consumers through affordable
price points, frequent new product launches
and regular price promotions(Euromonitor,
2018).
Figure 2: Sales of Womenswear in Australia by
Category
In the competitive landscape of both
company and brand shares of
womenswear, private label holds the
leading positioning of the highest
increasing share of 14.6%, beating all fast
fashion brands (Euromonitor, 2018). As
shown in Figure 2, women’s nightwear has
the lowest growth percentage and a
significant lower Retail Value RSP
compared to women’s outerwear which
recorded the most substantial growth. However, Figure 3 shows that although the sales
of women’s nightwear have been fluctuating throughout the years, it is foreseen to have