Marketing Strategies for Thunderpants: Product, Promotion, and Pricing

RUNNING HEAD: Marketing 0
thunderpants
Marketing

Marketing 1
Contents
Target market and Positioning Statement..............................................................................................2
Marketing strategy recommendations..................................................................................................2
Marketing Mix Strategy 1: Product....................................................................................................2
Marketing Mix Strategy 2: Promotion...............................................................................................4
Marketing Mix Strategy 3: Price........................................................................................................5
Conclusions...........................................................................................................................................6
References List......................................................................................................................................7

Marketing 2
Target market and Positioning Statement
Value
Proposition:
Thunderpants is a family owned and operated company based in New
Zealand. The company was started with underwear in 1995 now it
manufactures kids’ clothes, yoga pants, swimwear, leggings, tops and
camis. The company also customizes the products. The customers can add
motifs to the clothes. Customization works as a value proposition for the
company.
Target Market
Profile:
The company produces more than 30,000 pairs of Thunderpants each year.
The company targets people in the age group of 18-30 who prefer to wear
colourful and organic clothes.
Positioning
Statement:
Thunderpants prefers quality over quantity philosophy which is
positioning statement of the company. The company has gained
differentiation in terms of quality which helped the company to gain a
competitive advantage.
Marketing strategy recommendations
Marketing Mix Strategy 1: Product
Analysis of the company’s current product strategy
The offering of the Thunderpants includes features and benefits for the customers such as
comfort and the organic cotton stuff. The company also offers customised products as it
customises the products with motif and the colour they want. The company usually targets
the people in the age group of 18-30 who prefer to wear comfortable and organic cotton in
order to avoid irritating stuff by offering the best quality of the products. The company
focuses on the lifestyle and the personality of the target group to modify the products
according to them (Wei, Samiee and Lee, 2014). It helps in attracting customers to produce
products according to their interest. The company focuses more on the quality of the products
which assists in creating customer loyalty. It also has the Global Organic Textile Standard

Marketing 3
(GOTS) to proof the quality. The value proposition is set by the quality standards and
customer satisfaction about the aspects like price and services. The quality variation helps the
company to attract more customers. The lifestyle greatly influences the variation in the
products.
Recommendations
Thunderpants can introduce a new range of the products other than the comfort wear such as
casual clothing and formal clothing. The variations in the products help to attract customers.
The customers prefer to choose products where they get various options. The company can
also modify it’s portfolio from time to time to target new segment. It can add products
according to the season and can make variations in the quality and colour (Šerić, Gil-Saura
and Ruiz-Molina, 2014). The company can also introduce sub-brand comprising different
features. It can use innovative techniques in producing products and can use different stuff
other than cotton. In the case of Thunderpants, the actual product is chosen out of the three
levels of a product incorporating. It comprises developing product quality, features, plan,
brand name and packing. When the product is purchased, packaging and utility are add-on.
All of these factors relate to the core customer value. The product’s quality, features, packing
and other qualities combined deliver the core customer value. The levels of the product are
built on each other.
The product development can also be used by Thunderpants for designing, developing and
marketing of new products. The objective behind product development is to increase the
share of the company by satisfying the demand of the consumers. The company should keep
in mind the target market for the product development (Gutierrez-Gutierrez, Barrales-Molina
and Kaynak, 2018). The product development includes the aspects like identification of
design and idea analysis. The individual product decision making can also be used by the
Thunnderpants for the development and marketing of the products. This decision includes
five categories such as product qualities, branding, packing, labelling and product support
services. The product features comprises the assistances offered to the customers such as
quality, design, features and design. The product attributes includes various aspects of the
products like quality, features and design of the product. The second stage of individual
product decisions is branding. Nowadays people focus on buying brand than product (Petty,
2018). The company need to focus on the value proposition that is quality to identify itself as
a worldwide brand. The third stage of the individual product decisions to be followed is