Marketing Report: Canterbury Clothing Company Customer Plan

This marketing report provides a comprehensive analysis of Canterbury Clothing Company's (CCC) current market position and proposes strategies to improve brand perception and recognition among rugby players. The report addresses the client brief, which highlights declining sales and brand perception issues, and aims to drive year-round saliency, shift brand perception, and increase purchase consideration. The research methodology involves both primary and secondary data analysis, including survey research with UK rugby players aged 5-30. The report outlines a timetable for actions and presents a Gantt chart for project management. The findings and recommendations are designed to help CCC connect with its target audiences, including junior and adult players, and to effectively utilize a 200k media budget to achieve its marketing objectives. The report emphasizes the importance of understanding the target audience's engagement activities and explores ideas for future engagement.

Running head: MARKETING
Marketing
Name of the student
Name of the university
Author Note:

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MARKETING
Table of Contents
Proposed Data Analysis Techniques..........................................................................................3
Timetable for actions..................................................................................................................4
Table No 1: Timeline Table...................................................................................................4
Figure No 1: Gantt chart........................................................................................................5
References and Bibliography.....................................................................................................6

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Proposed Data Analysis Techniques
The following research will consider both the primary and the secondary data analysis
techniques to complete the research. The selection of the primary as well as the secondary
research analysis is highly important for the research as it helps to collect both the primary as
well as the secondary data (Agresti 2018). The use of both the primary and secondary sources
of data can help make the research on finding the key marketing objectives in the most
efficient manner. An individual research can be conducted through a number of different
kinds of the strategies. There are four different research strategies that can be used in a
research which includes the likes of case study, action research, interview and survey
(Chambers 2017). All these different strategies are important as because each of them have
the capability to implement the exact methods and processes needed to find out the research
results.
The research here will be using the survey research strategy which will provide an in-
depth analysis by specifically considering how UK rugby players aged 5-30 engage with
brands, and also explore the engagement activities that work. Lastly it will explore ideas for
future engagement activities. 60 people will be selected for the primary research. The data
will be analysed by creation of informative graph and charts with the use of the responses
received from the research participants on the selected topic. On the other hand, the
secondary research on the other hand will provide an idea on how the junior players in
between 5-18 year old and the adults in between the age 18-30 years old have an interest for
news related to Rugby and engage in buying the rugby themed clothing.

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Timetable for actions
Task Name Duration Start Finish
Project new
Planning
70 days Thu 06-
02-20
Wed 13-
05-20
Selection of the
main problem
10 days Thu 06-02-
20
Wed 19-
02-20
Identification of the
key issues
5 days Thu 20-02-
20
Wed 26-
02-20
Setting up a data
collection team
2 days Thu 27-02-
20
Fri 28-02-
20
Starting to collect
the primary data
1 day Mon 02-
03-20
Mon 02-
03-20
Selection of the
research participants
for primary data
collection
5 days Tue 03-03-
20
Mon 09-
03-20
Completion of the
primary data
collection technique
24 days Tue 10-03-
20
Fri 10-04-
20
Start of the
secondary data
collection technique
1 day Mon 13-
04-20
Mon 13-
04-20
Completion of the
secondary data
collection technique
16 days Tue 14-04-
20
Tue 05-05-
20
Analysis of the
primary and
secondary data
5 days Wed 06-
05-20
Tue 12-05-
20
Submission of the
report
1 day Wed 13-
05-20
Wed 13-
05-20
Table No 1: Timeline Table
Source: (As created by the author)

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Figure No 1: Gantt chart
Source: (As created by the author)

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References and Bibliography
Agresti, A., 2018. An introduction to categorical data analysis. John Wiley & Sons.
Chambers, J.M., 2017. Graphical methods for data analysis: 0. Chapman and Hall/CRC.
Grazia. (2020). Kendall Jenner Makes a Strong Case For Bringing Back The Rugby Shirt.
[online] Available at: https://graziadaily.co.uk/fashion/trends/kendall-jenner-rugby-shirt-
trend/ [Accessed 6 Feb. 2020].
ssense. (2020). Tough Love: Everyone Is Wearing Rugby Shirts. [online] Available at:
https://www.ssense.com/en-us/editorial/fashion/tough-love-everyone-is-wearing-rugby-shirts
[Accessed 6 Feb. 2020].