Esprit Holding Marketing Plan

The assignment requires creating a comprehensive marketing plan for Esprit Holding, a public company that manufactures retail clothing. The plan includes identifying target audiences, messaging, channels, objectives, measures of success, timescales, responsibilities, and costs. Specific product lines such as fashionable brands, sporting clothes, and colourful products are analyzed in detail. The solution provides a detailed breakdown of the marketing mix, including product, price, place, and promotion strategies for each product line.

Template: Marketing Plan
Date:
Author:
1. Aims and goals
What is the purpose of this marketing plan and what are the desired outcomes, this can be financial
results or something else i.e. increased awareness? Remember to keep your desired outcomes
SMART (Specific, Measurable, Achievable, Relevant and Time-Bound)
The aim of creating the marketing plan is to ensure that more customers remain
attracted to the company and an increase in the awareness of the brand is made
possible. The marketing plan also need to include proper analysis of the European
business market for expansion
2. Target audience and behaviours
Define your desired target customers (you can have multiple segments) and prioritise those that
have the highest potential for growth.
Women Men Children
Who are they? I.e. age, lifestyle,
disposable income, location, job title
Women of
all life style
and age
Men of all
life style
and age
Children
below 12
years
Which media channels do they use? Social
media
Social
media
Social
media
Why do they buy this
product/service?
For its
unique
designs
For the
sports
apparels
For the
design
When do the use this
product/service?
Luxurious
requiremen
t
On an
everyday
basis
Luxurious
requiremen
t
How often do they buy this
product/service? In what quantity?
On an
annual
basis
On an
annual
basis
On an
annual
basis
Are they brand loyal? Yes Yes Yes
Do they use any of your other
products/services? No No No
3. Competition
Identify your key competitors and explain why customers may choose them instead of
you.
Competitor Reason to choose them
Louis Phillipe Higher brand name
Marc O Polo Local German company and have wide range of collection
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Mavi Jeans Produces jeans for men and women
Bargaining power of suppliers is medium as Esprit have a number of suppliers in
the community
Threat from competitors is high as the competitors are well established in the
local and international market
Bargaining power of buyers is medium as the customers can easily shift from
one brand to another
Threat of substitutes is high due to the existence of stiff competition
Threat of new entrants is low as the established brands cannot be dislocated
easily by new brands
4. Unique selling proposition
Define why customer would choose your business, what makes your business and
products/services unique?
The reason for Esprit Holding being unique is the fact that it produces clothes suitable
for every member in the society. The fact that it has included clothing apparels for kids
have made the brand the unique from competitors
5. SWOT analysis
Strengths:
Strong brand position
Balanced retail contribution
Good employee strength
Weaknesses:
Limited European presence
Intense competition among employees
Opportunities:
Engage the growing population in
emerging countries
Growth in casual wear market
Threats:
Intense competition from other brands
Product substitution
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Low manufacturing and production
cost
Cheap imitations in the market
Specific Conduct proper market research and recruit talents that can help in the
progress of the company
Measurab
le
This strategy can be measurable by monitoring the improvement of the
revenue of the company
Achievabl
e
It can be achieved as most companies can aim to attain the target
necessary for the progress of the company
Realistic It is realistic as the competitors of Esprit have applied this strategy
successfully
Timeline It can be achieved within 3 months
6. Marketing channels
Identify which marketing channels may be open to you and then think about which ones would be
appropriate for your target audience. You will also want to understand how each channel’s success
will be measured and the cost of each channel. Once you have done this, create a shortlist of your
preferred 4 channels to start with.
Marketing channel Pros Cons
Appropriate
target
audience
Measurement Cost
Social media Can be
accessibl
e by all
people
People
may find
it to be
rumours
All groups of
people
By regularly
updating the
social media
platforms
$450
Television Reaches
a wide
range of
people
Need to
find the
appropri
ate time
and
show
Women and
children
By creating
television
advertisements
$320
Newspapers Reaches
a wide
range of
people
Most
people
ignore
the
advertise
ment
section
All groups of
people
By checking for
responses
$300
Hoarding Can reach
every
people
Cannot
be
placed at
a
strategic
place
All groups of
people
From the
responses of
the people
$500
Shortlisted Marketing channels
1. Social media
2. Television
3. Newspaper
4. Hoarding
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7. Messaging
Based on the information you have gathered so far, you should now be in a position to come up
with the desired messaging and calls to action for your campaigns. You will also want to think
about any imagery or content you might need.
The message for the people can be to use the clothing brand and ensure that the
people in the society can be reached. The corporate mission of the company includes
aiding the local community in terms of attaining proper education and remaining
updated with the current fashion norms of the society
8. Collaboration
To get your campaigns running you will need the support of other departments such as sales,
operations, digital. Create a list of all the departments you will need to work with to make sure
your campaigns are a success.
The marketing department can be used for the collaboration with the company. This can
help in creating proper marker research for the international market
Supplier: The suppliers of the company are mainly the local manufacturers of raw
materials.
Government: The support from the Singaporean Govt for the establishment of the
company is high and it provides the company with excess support to continue its work.
Clients: The clients are both local as well as international
9. Budget
Identify how much is available to spend on your campaigns.
The amount that may be available to spend in the campaigns include $25000
Item Cost
Advertisement $4000
Purchase of raw
materials
$5500
Payment of debt $5000
Payment to
employees
$3000
Purchase of
equipments
$2250
Loan to bank $3000
Training of employees $2250
Total budget $25000
10. Responsibility and timescales
Define roles and areas of responsibility both within your team and with other departments. You
will also need to agree on specific deadlines for different activities and plan in time to review your
activities.
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The roles and responsibilities of the team and other departments are to work together
so that the organisational objective can be achieved. The deadlines for achieving the
objectives need to be within the end of a financial year so that predictions can be made
in a fresh manner for the next year
Marketin
g Mix
Marketing Activities Responsibility Timescale
Product Esprit Holding is a public
company that manufactures
retail clothing. The products of
the company comprise of men
and women accessories along
with footwear and cosmetics.
This helps the company to
provide for best quality of
clothes to every gender and
type of people in a society.
Quality Managers Quarterly review
Price The price of the products is
always important for an
organisation. People want the
best quality of products with
the minimum price. In the
case of Esprit Holding, the
prices of the product are
pocket-friendly for the
customers.
Sales account
Managers
Quarterly review
Place The place of an organisation is
important so that it can be
easy for the customers to gain
access to the organisation.
Esprit Holding consists of a
physical store that needs to
be of convenience to the
customers.
Marketing
managers
Quarterly review
Promotio
n
The promotion of the products
of Esprit Holding needs to be
based on the revenue of the
company. Esprit Holding need
to analyse the most effective
promotional method to ensure
that the organisation gain
success. In this case, Esprit
Holding can use social media
for the promotion of the
products.
Advertising
department
Quarterly review
11.
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12. Put it all together
Now you can bring all the information you have gathered together to form a comprehensive marketing plan.
Activity Target
Audience Messaging Channel Objective
(SMART)
Measure of
success Timescale Responsibilitie
s Cost
Develop
fashionable
brands
Women Use of social
media and
television
Television
media
To ensure
that
fashionable
brands are
designed
Continuousl
y update
social media
platforms
and monitor
the
feedback of
the
customers
Within 3
months
Marketing
managers
and
designers
$1400
Develop
sporting
clothes
Men Use of social
media and
television
Social and
television
media
To include
more sports
apparels
Continuousl
y update
social media
platforms
and monitor
the
feedback of
the
customers
Within 6
months
Marketing
managers
and
designers
$1600
Design
colourful
products
Children Use of social
media and
television
Social
media
To design
products to
attract
young kids
Continuousl
y update
social media
platforms
and monitor
the
feedback of
Within 7
months
Marketing
managers
and
designers
$2000
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the
customers
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