Marketing Plan for Radian Jeans to Enter the Australian Apparel Market

The study is about an apparel company Radian Jeans. The company deals exclusively in women
clothing. Radian Jeans wants to enter the Australian apparel market. The Australian market has a
population of 12.4 million women marking it an ideal market for the product. There are other
major players in the industry such as Premier Investment Limited and fashion brand H&M
A marketing plan is quite essential for Radian Jeans to succeed. -the marketing plan will be a
projection for six months where the company will evaluate its success. Success will be measured
by the following objectives:
1. Acquiring a market share of at least 5%
2. Create awareness of the new product in Australia, thus ensuring the market is well aware
of the product’s presence in the market and product specifications.
3. Customer acquisition which involves creating customers loyalty from customers who are
loyal to other brands
After establishing the market objectives, the next step will be market segmentation. Market
segmentation will involve subdivision of the market in a bid to understand customer specific
needs.
The market will be subdivided according to:
1. Demography –The market will be subdivided according to education and Gender. People
with higher education tend to be employed in white collar jobs where the dress code is
mostly formal. On the other hand, less educated people end being self-employed or
engage themselves in white collar jobs. As for gender, the company sells women clothing
2. Behavioral – people of different ages tend to have different tastes and preferences for
clothing attire.
3. Psychographic – the market will be subdivided into people’s lifestyle and activities.
Lifestyle is all about people dressing sense of fashion. On the other hand people’s activity
tends to influence how they dress.