Marketing Plan for Infinity Clothing: Brand Strategy & Analysis

This marketing plan for Infinity Clothing details the brand's strategy, target market, pricing, distribution, and integrated marketing communication (IMC). The branding strategy focuses on creativity and affordability, targeting trend-conscious consumers in Kansas. The pricing strategy combines value a...Read More

INTRODUCTION
 The comprehensive plan, which constitutes the marketing and
advertising activities of a company, is known as marketing
plan.
 The purpose of this presentation is to present a
comprehensive document of the marketing plan of the infinity
clothing.
 The branding strategy will be discussed
 The target market will be highlighted
 The pricing strategy will be highlighted
 The distribution strategy will be provided
 The IMC (Integrated Marketing Plan) will be discussed.

BRANDING STRATEGY
 A brand needs to set long-term plan to achieve its marketing
objectives within a stipulated period (Armstrong, 2015).
 An effective branding strategy will address consumer
emotions, consumer needs and competition as well as
business activities will experience the impact of the
strategies (Rufaidah, 2017).
 Branding strategy for Infinity clothing should consists of the
communication objectives including the visual aspects of the
brand (Armstrong, 2015).
 Brand name is Infinity Clothing and logo will be a sign of
‘create’ with colours bursting out of it.
 Slogan of the brand will be “From the house of the creative
master”.

BRANDING STRATEGY
 Visual aspects of the brand (logo) will reflect the message ‘creating fashion
with changing trends’.
 Verbal strategy of the brand will be concentrated on the social media
communication and advertising campaigns.
 The brand story will influence the buying behaviour of the target market, as
they will be attracted towards buying affordable fashion to satisfy their
lifestyle maintenance urge.
 The video link for branding strategy is given below:
https://www.youtube.com/watch?v=IeFY0eNa0CE

TARGET MARKET AND POSITIONING
 Infinity Clothing selected the target market based on lifestyle
(psychographic segmentation), gender, age and income
(demographic segmentation) and location (geographic
segmentation).
 The clothing brand will be targeting primarily to the people
living in Kansas and secondly to women as the percentage of
trend consciousness is greater to that of men. The brand will
also target men, who constitute 48% of the population.
 Positioning statement-
For consumers who would want to be in harmony with the
changing trends of fashion with an affordable price tag, Infinity
clothing designs and sells affordable quality fashion from its
online and physical store. Infinity clothing will reflect the USP
of selling unique fashion clothing and accessories in affordable

PRICING STRATEGY
 The pricing strategy will be a combination of value pricing
and economy pricing (Nagle & Müller, 2017).
 Brand is targeting various income groups and consumers
with strong lifestyle choices.
 Mixture of the two strategies will offer a product based on
the value of the quality in the fashion items for satisfying
the lifestyle value of a consumer and economic range will be
attracting various income group.
 The video link for the various pricing strategy is given below:
 https://www.youtube.com/watch?v=mmm0ccYPliU

DISTRIBUTION STARTEGY
 Infinity Clothing will adopt a selective
distribution strategy.
 Fashion items will be made available by
selecting various kinds of effective medium.
 The store will be selling through its own
exclusive stores and will be available online.
 The brand will also be expanding its presence by
using the concept of shop-within-shop in the
future to enhance the reach.
 A video for an overview of distribution strategy
is given below:

INTEGRATED MARKETING COMMUNICATION PLAN
 Foundation stage- Infinity clothing will design and sell quality fashionable clothing
and accessories with unique styles and The brand will be offering the products for
their target customer, which constitutes women, men, various income group and
various lifestyle choices.
 Brand focus- It will depict the identity of the brand. The clothing and accessory
line will be focused on producing quality product by coordinating with the
changing trends and affordable price range.
 Consumer experience- The consumer experience will be enhanced with the
availability factor. It will be available online and in physical stores.
 Communication tools- The brand will communicate the brand message, ‘creating
fashion with changing trends’ by promoting products through local influential
personalities in social media platforms like Facebook and Instagram page.
 Content marketing by appointing local bloggers and Youtubers for promotion.
 Cause marketing will be used by utilizing a part of the sales for fulfilling the
clothing needs children below the poverty line.
 Promotional tools- The product will be introducing discounts and offers in the
initial months to penetrate in the market with full efficiency (Madhavaram,
Badrinarayanan & Bicen, 2016).

INTEGRATED MARKETING COMMUNICATION PLAN
An overview of implementing IMC plan for a
business:
https://www.youtube.com/watch?v=NzvR6zsQXiY

REFERENCES
 Armstrong, G., Kotler, P., Buchwitz, L. A., Trifts, V., & Gaudet, D.
(2015). Marketing: an introduction.
 Madhavaram, S., Badrinarayanan, V., & Bicen, P. (2016). Integrated
Marketing Communication (IMC): Conceptual and Theoretical
Lacunae, Foundational Premises, and Framework. In Celebrating
America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?
(pp. 335-336). Springer, Cham.
 Nagle, T. T., & Müller, G. (2017). The strategy and tactics of pricing:
A guide to growing more profitably. Routledge.
 Rufaidah, P. (2017). Branding strategy development based on
innovative behaviour. International Journal of Business and
Globalisation, 18(3), 396-416.

THANK YOU