CX664801 Market Planning and Control Report: January 2019 Semester

This report provides a detailed analysis of the market planning and control strategies for the "Great Walking Apperal Division" of Excelsior Apparel. It begins with an executive summary highlighting the company's success in the New Zealand market, attributed to its product variety and market penetration. The report identifies the target market as Asian tourists, particularly from China, who prefer online shopping. It outlines marketing objectives, including increasing brand visibility and sales, and incorporates cultural awareness. A positioning strategy is developed, emphasizing aesthetic value, competitive pricing, and safety. The report includes price bands for different distribution channels, a promotional mix strategy for a six-month period, and a program schedule with a budget breakdown. Finally, a measurement and control system is established to monitor the effectiveness of the marketing plan, with metrics such as page views and referral link clicks, and tolerance limits are defined.

Running head: MARKET PLANNING AND CONTROL
Market Planning and Control
Name of the University:
Name of the Student:
Authors Note:

1MARKET PLANNING AND CONTROL
Executive Summary
Excelsior clothing attained success in market over their competitors due to its larger product
varieties and market penetration. An effective marketing strategy is developed for the “Great
Walking Apperal Division” of Excelsior Apparel Company in consideration to preferences of
target market and through acknowledging various cultures and perspectives of the product on
basis of different consumer groups involved. Observing the overall market if New Zealand it is
gathered that the travelers from the Asian nations form huge target consumer groups for
Excelsior Apparel company. The product selected will be distributed through the online medium
as the overseas visitors to the New Zealand prefer purchasing products online as they arrive the
nation without necessary clothing needed to be safe in alpine outdoors that represent a huge
market for online selling.

2MARKET PLANNING AND CONTROL
Table of Contents
Introduction......................................................................................................................................3
Part A...............................................................................................................................................3
Target Market Description...........................................................................................................3
Marketing Objective Related with Target Market.......................................................................4
Positioning Strategy.....................................................................................................................5
Price Band for Selected Product..................................................................................................6
Promotional Mix..........................................................................................................................7
Program Schedule and Budget.....................................................................................................8
Measurement and Control System.............................................................................................13
Part B.............................................................................................................................................14
Personal Reflection....................................................................................................................14
Conclusion.....................................................................................................................................16
References......................................................................................................................................17

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Introduction
Excelsior Clothing attained competitive success within the market over its major business
rivals in New Zealand because of the fact of bigger product varieties along with market
penetration (Baker & Saren, 2016). Additionally, the manufacturing process outsourcing for the
company is also helpful in decreasing production expenses long with profitability in the long
term. The objective of the paper is to analyses the market planning and control of “Great
Walking Apperal division” Excelsior Apparel along with evaluating the target market,
positioning strategy, price band for selected product, program, schedule and budget along with
promotional mix for the selected product. Moreover, the control system will also be developed
for the selected product in ensuring that the objective is attained.
Part A
Target Market Description
Observing the overall market if New Zealand it is gathered that the travelers from the
Asian nations form huge target consumer groups for Excelsior Apparel company. It is also
observed that China is the largest nation in terms of visiting tourists to New Zealand.
Considering the demographic variables, the target are of Excelsior Apparel are between the age
group of 20 to 45 years (Bhattacharya, 2016). This is because of the reason that this age group
belong to the psychographic profile of preferring travelling the New Zealand diversities
encompassing international tourists. Additionally, the target age group includes a huge
proportion of income generating individuals encompassing businessmen and professionals.
Considering genders, both male and female group will be target consumers of the company.

4MARKET PLANNING AND CONTROL
Considering income level, upper and middle class consumers will be targeted by Excelsior
Apparel as they are likely to have high purchasing power to travel New Zealand for purchasing
fashion products. Considering geographic target market selection, it is observed that most of the
middle class consumers are travelers from India and China (Blakeman, 2018).
The consumers from the Asian countries such as India and China form major and large
target consumer base for Excelsior Apparel and they prefer price and quality of products over its
aesthetic value. The purchasing pattern of these consumers is relied on utility rather than social
value. They tend to respond similarly with the way of marketing of Excelsior Apparel as the
aesthetic value of its products are added elements in value proportion for target consumers. The
target market that should be selected includes the young generation of China those are
comfortable with online mediums than attaining convenience from the physical stores. This
target market is elected as it is suitable with the brick and click distribution concepts of Excelsior
Apparel in dealing with target consumers. The purchasing pattern of international Chinese
consumers is the reason for global tourists become viable consumers (Patti et al., 2017). This
target market will be attracted through involving third party retailers those get involved in the
marketing process for attaining maximum market penetration. Moreover, competitive pricing
strategy and developing exceptional aesthetic value of its clothing will facilitate the company
developing effective promotional strategy for attracting target consumers.
Marketing Objective Related with Target Market
The marketing objective in accordance with the selected target market is indicated below that
is justified with standards and conditions explained in consideration to situation analysis.

5MARKET PLANNING AND CONTROL
 Performance Statement: To attain increased visibility and sales among international
consumers that can increase brand value and revenue for “Great Walking Apperal
Division” products in the long term. This marketing objective is deemed to be suitable in
making its online advertisement strategy successful that is intended for the foreign
visitors arriving at New Zealand of adventure sports purposes.
 Standards Statement: Excelsior Apparel will be happy when it will be taken to make to
develop global brand image through catering increased international consumers base
from China.
 Conditions: The conditions those are considered in developing an effective marketing
objective for “Great Walking Apperal Division” of Excelsior Apparel includes budget,
time duration or deadline, acceptable and unacceptable events taking place in the
marketing strategies implementation process (Patti et al., 2017). The budget will be set
for six months duration and will be aligned with the marketing objective of increasing
visibility among consumers. The inacceptable event considered will be decline of tourist
visits due to external factors that can affect the marketing objective. The acceptable event
from attaining this marketing objective is deemed to be increased aesthetic value of
apperal as demanded by target consumers increasing potentiality of the products.
Positioning Strategy
An effective positioning strategy is developed for the “Great Walking Apperal Division”
of Excelsior Apparel Company in consideration to preferences of target market and through
acknowledging various cultures and perspectives of the product on basis of different consumer
groups involved. The target consumer market for “Great Walking Apperal Division” of Excelsior

6MARKET PLANNING AND CONTROL
Apparel will be the young generation of China those are comfortable with online mediums than
attaining convenience from the physical stores (Paley, 2017).
The purchasing pattern of these consumers is relied on utility rather than social value.
They tend to prefer benefits such as aesthetic value of the products along with added elements in
value proportion such as competitive pricing and high safety assurance. Based on the benefits
needed by the target consumers, the brand positioning statement for the adventure sports apperal
offered by Great Walking Apperal Division” of Excelsior Apparel will highlight its low priced
and safety aspects. As this target consumer belongs mostly to middle income group and
adventure lovers, they look for aesthetic value and utility within affordable ranges.
The positioning statement of the Excelsior Apparel Company will be “An aesthetic wear
brand with world class performance within your means”. This statement will elucidate its
positioning strategy as an adventure sports apperal brand with a belief that every person is an
athlete and live athletics lifestyle (McDonald & Wilson, 2016). The company will position its
“Great Walking Apperal Division” as quality, safe, durable, stylish and comfortable products
with enhanced performance while tramping on New Zealand’s famous walking tracks.
Price Band for Selected Product
The price band for the selected product “Great Walking Apperal Division” in various
distribution divisions is indicated below:
Apparel for Retail Division
 Break Even analysis = fixed costs/ (sales price per unit – variable cost per unit)
= 460,000 / (46 – 18.50)
= 16727 units

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 Contribution analysis = (total revenue – variable costs) / No of units sold
= (769442 - 18.50) / 16727
= $ 45.9
Corporate Apparel Division
 Break Even analysis
= 320000 / (60 – 19.50)
= 7901
 Contribution analysis
= (474060 – 19.50) / 7901
= $ 59.5
Online Sales
 Break Even analysis
= 365000 / (125 – 60)
= 5615
 Contribution analysis
= (701875 - 60)/ 5615
= $ 124
Promotional Mix
The promotional mix strategy is developed for “Great Walking Apperal Division” of
Excelsior Apparel in order to promote the brand to the target consumers over a six months period
is indicated below:
 Product: “Great Walking Apperal Division” products are selected to be offered and
promoted to the target consumers. This clothing product includes apperal those are

8MARKET PLANNING AND CONTROL
required for getting engaged in tramping or walking on one of the famous walking tracks
of New Zealand (Kotler et al., 2015). The clothing products under this division includes
jackets, tops, blouses and jumpers trousers those are alpaca and merino fiber based
clothing most suitable for adventure activities.
 Price: The price selected for “Great Walking Apperal Division” products is negotiated
for each US dollar after keeping a base price for the products. The price for the product
on the apperal online sales division will be in the range of competitive prices in between
$115:00 to $120:00.
 Place: The product selected will be distributed through the online medium as the
overseas visitors to the New Zealand prefer purchasing products online as they arrive the
nation without necessary clothing needed to be safe in alpine outdoors that represent a
huge market for online selling (Li et al., 2016).
 Promotion: The promotional strategy for this product will be through search engine
advertisements. This is for the reason that the target visitors research and book their New
Zealand travels online, so advertising in conjunction with the inbound tourism websites
along with making sure that their website shows increased visibility if right keywords are
used on search engines.
Program Schedule and Budget
The program schedule and budget is prepared or six months duration that will encompass
promotional activities, expected sales by month and resource estimates needed.
Programme and Schedule

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Objective: To attain increased visibility and sales among international consumers that can
increase brand value and revenue for “Great Walking Apperal Division” products in the long
term.
Step Description Start Finish Budget
1
Developing product related content
for social media platforms
1st April 15th April $ 1200
2 Standardizing lead management
processes
16th April 30th April $ 1400
3
Creating roadmap to align sales and
marketing strategies
1st May 15th May $ 1500
Implementing marketing strategy of
search engine advertisement based
16th May 31st May $ 1600

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4 on performance measurement
metrics
5
Developing online website for
product sale
1st June 31st July $ 1700
6
Implementing technology such as
“personalised call-to-action” for
increasing visibility and sales
1st August 1st
September
$ 1800
Budget Summary (Estimates of Results)
Month Product Gross
Sales ($)
Cost of
Sales
Contributi
on
1
Great Walking Apperal
Division
$ 701875 60 $ 124

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2 Great Walking Apperal
Division
$ 701875 60 $ 124
3
Great Walking Apperal
Division
$ 701875 60 $ 124
4
Great Walking Apperal
Division
$ 701875 60 $ 124
5
Great Walking Apperal
Division
$ 701875 60 $ 124