Principles of Marketing: Rowlinson Knitwear Brand Extension Report

This report analyzes a brand extension for Rowlinson Knitwear, a UK-based clothing manufacturer specializing in corporate and school wear. The report begins with an introduction to marketing principles and then examines Rowlinson's existing brand and values. It proposes a new product and describes the target market, including segmentation, targeting, and positioning. The report then analyzes the new market, utilizing the Ansoff matrix to identify growth directions, and considers political, economic, social, technological, legal, and environmental factors. It also assesses the competitive landscape, highlighting key competitors like IKEA. The report concludes with a summary of findings and recommendations for the brand extension, providing a comprehensive overview of the marketing strategy.

Principles of Marketing

 Introduction
 Findings
 Existing brand and brand values
 Explanation of the new product
 Description of the target market
 Analysis of the new market, including trends
 Competition
 CONCLUSION
Content

The role of marketing principles is huge in the development
of an organisation. They have the main work related to
improvement of brand image of an organisation in market
along with its usage for business expansion in different
fields
Introduction

Rowlinson Knitwear is a private organisation and having
clothing manufacturing business in UK. It is specialised in
providence of corporate and school wears. The aim within an
organisation works is caring about all of their products and
services which they offer to customers along with offering of a
comprehensive customer care programme.
Existing brand and brand values

After ascertaining the success in current organisational
operations, management decided to expand business in
new market segment. The main reason behind taking of
this decision was the usage of existing brand image and
values for entering into new market along with
persuading buying behaviour of consumers.
Explanation of the new product

 Segmentation: Furniture is specifically build to fulfil the
school requirements. So, the whole focus will be provided
over fulfilment of school requirements.
 Targeting: Two methods will be used for targeting such as
online presentation of all offerings along with presentation of
brochure in all schools.
 Positioning: Going to position in market through focusing
over quality of offerings.
Description of the target market

Ansoff is the effective model to select the direction of
business growth. This provides emphasis over four
different areas such as Market penetration, product
development, market development and diversification.
Currently, management of Rowlinson uses the same tool
to identify the growth direction.
Analysis of the new market, including
trends

 Political: Currently, political situation is stable. This creates an
opportunity in the direction of diversification as no need to
frequently change the business policies.
 Economical: The economic situation of UK is significant in all
levels. This creates an opportunity in efficient level of expansion.
 Social: There is frequent level of changes in need. This creates
difficulty in direction of attaining stability.
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 Technological: High level of technological nature in UK. This
has the opportunity regarding improvement of business
operations.
 Legal: Strict laws bounded the operations. Adherence of same is
best in direction of attaining success.
 Environment: Strict laws exist relating to environment
protection. This creates difficulty in attainment of sustainability.
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The level of competition is high in this sector but the
focusing nature of an organisation must help in attaining
competitive edge in market. IKEA is the big name in this
sector. The focus over only school furniture help to create
demand in niche market. Also, aspect of quality help to
grab the trust of parties where possible to attain success
in niche market.
Competition

Philip, K., 2017. Principles of marketing. Pearson higher
education.
Palmatier, R. W. and Crecelius, A. T., 2019. The “first
principles” of marketing strategy. AMS Review. 9(1-2),
pp.5-26.
Tuten, T. L., 2019. Principles of Marketing for a Digital
Age. SAGE Publications Limited.
References