Comprehensive Marketing Plan and Analysis for New Look Retail

This report provides a comprehensive marketing plan analysis for New Look, a UK-based retail clothing company. It begins with an introduction to marketing principles and then delves into the marketing planning process, including mission, objectives, and strategies. A PESTLE analysis examines the political, economic, social, technological, legal, and environmental factors influencing New Look's operations. A SWOT analysis assesses the company's strengths, weaknesses, opportunities, and threats. The report outlines New Look's marketing objectives, emphasizing customer loyalty and brand awareness, and utilizes the SMART framework for objective setting. The Ansoff Matrix is employed to determine strategy selection for a new menswear product launch. Market targeting and positioning are addressed, along with an assessment of the 4Ps of marketing. Finally, the report discusses implementation, control, and evaluation of the marketing plan, concluding with a summary of key findings.

Marketing planning and
control

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Marketing planning and environmental analysis....................................................................1
Marketing objectives..............................................................................................................4
Strategy Selection...................................................................................................................5
4 Market targeting and positioning.........................................................................................6
5 Assessment of the 4 p's........................................................................................................9
Implementation, control and evaluation...............................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the process through which management of business organisation able to
deliver precise information to their targeted consumer effectively and efficiently. According to
Keller and Kotler, (2016) marketing is the science and art of exploring, creating and delivering
value to satisfy needs of target market at a profit. In contrast with this statement, the present
report will demonstrate the marketing plan of New Look (retail clothing organisation
incorporated in UK). With the help of strategic tools, analyse of both internal and external
environment of the company will describe in the report. The marketing objectives of the
organisation will be described, selection of marketing strategies, segmentation, targeting and
positioning of company will be analysed. Assessment of 4P's of marketing will be made and
eventually implementation, control and evaluation of the study will be elucidating in the
assignment. Marketing planning process include:
Mission: Mission is a statements which provides basic guidelines for the different process such
as planning and setting parameters effectively (Horovitz and Webb, 2015).
Objectives: Objectives are the goals settled by firm in order to achieve them in a particular time
period effectively.
Marketing assumptions: Marketing plan which is effective is based on the customer knowledge
and understandings.
 Target Buyer Assumptions- Assumptions about who the target buyers are.
 Messaging/Offering Assumptions- Assumptions about what customers think are the
most important features of product to be offered.
Strategies: When the identification of opportunities is completed its time to develop market
strategies in order to achieve objectives effectively. Marketing strategies are formed to achieve
the marketing objectives (Järvinen and Karjaluoto, 2015).
Marketing planning and environmental analysis
Role of marketing planning in New Look: Marketing is crucial for New Look in order to reach
the potential customers in the market by selling products and services effectively. This will also
help to achieve the target consumers in the market which will help to increase the profitability
and production for the firm. This will also lead towards achieving desired goals and objectives.
Creates guide: Marketing planning services will help New Look to promote its products and
services in the market so that customers can buy them easily (Aremu, Gbadeyan and Aremu,
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2016). This will also help to increase the brand image towards customer perception and enhance
awareness of brand as well. Marketing strategies will help to increase profitability and
production for the firm.
Integrates the business: Planning marketing efforts involves more than the marketing manager.
Marketing planning integrates all of the aspects of a business, ranging from how products and
services are priced to the financials of the company. As a result, marketing planning brings upper
management and the heads of departments such as finance together.
Company products and services: An effective marketing plan will help New Look to to
promote its products and services in the market such as clothing accessories. This will attract
new customers in the market and will increase production effectively (Harrison and Lock, 2017).
This will also help to achieve the market goals of firm.
MARKETING PLANNING PROCESS
PESTLE ANALYSIS
Political: Political factors are the common factors which has an impact on New Look in terms of
financial regulations, changes in policies, tax rates, rules etc. This will affect the strategies and
plans formulated by the firm in order to increase profitability. The New Look should manage
political factors to run business smoothly.
Economical: Economical factors also affect the business of New Look in terms of price and
profits. even if the economic activity declines and people are cost cutting, they may switch away
from the luxury brands but not from brands like New Look that sell at affordable prices.
Affordable pricing strategy helps fight off some of the effects of low economic activity. The
world has recently been through a complex web of low economic activity.
Social: Business cannot stand away from societies that social trends are the main factors which
decides fashion and clothing accessories demands and requirements. Society and culture are
important for businesses has been proved by research (Miller, Boughton and Yu, 2015). Brands
that lose attention of cultural aspect of business and marketing are at the risk of losing their
customers. New Look has minded this aspect of business.
Technological: Technological changes and new innovation in the clothing industries also affect
the business activities. If New Look is being called the most disruptive new name in the fashion
industry, then it is also because New Look has been mindful at utilizing the power of technology
to its profit.
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Legal: The law is everywhere that no one can be remain affected by it. Rules and regulations
formulated by the government also affect the operational activities and policies of firm. New
Look is mainly focused on sustainability and try to cope up with regulations in order to manage
business activities effectively in the market.
Environmental: Environmental factors such as population analysis, different culture and trends,
choice and perception are also different which affect the business strategies and plans of New
Look. Environmental analysis of countries where the business is operating will help to solve this
issue effectively.
SWOT ANALYSIS
Strengths: It can be said that New Look has large variety of clothes and accessories and also
unique series abilities (Mols, 2018). The products are provided by company is of superior quality
and attracting finishing. Party wear, kids, men and women and office wear clothes are produce
by New Look for the customers. The revenues of firm are 10.07 billion dollars. Supply chain is
also very good and network area is broad. New Look is presenting clothes in low rates and high
profits. Stores are also available for the consumers in the market that they can physically check
them.
Weaknesses: New Look has lots of varieties and collection that it is affected by those customers
who are present in the market for the purpose of one thing or they are focused on one thing
effectively. Advertising is also not so attractive that not much customers are known of New Look
products and services (Naik, 2015). Low inventory and low safety stock affect the production
process of firm.
Opportunities: There are so many opportunities available for New Look in the market that
online E-commerce advantage is one of them. New Look clothes and other accessories are
available at online for customers from which they can expand their business activities. New
markets are also available for New Look in order to increase market share that the firm is not yet
achieved all the criteria it should met in the market segmentation. Another vital opportunity for
New Look is to expand into some emerging nations to raise their sales with a strong or enlarged
base of customers. Also, gearing up its own website is also referred to be a major scope of
earning more number of profits.
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Threats: Low advertising is a question raised towards the firm in the market. New Look keeps
rotating its designs and accessories that it should be introduced to customers as soon as possible.
Competition is also increasing with this modern world and changing fashion trends (Osadchy
and Akhmetshin, 2015). New Look should provide affordable price for the customers in order to
increase market position. Therefore, a rising competition in the retail industry of UK is stated to
be a major threat to New Look where it should also try expanding into some other countries to
offer its affordable range of goods. This way, it can easily consider enlarging its base of
customers and successfully expand its international presence. Beside this, adopting more
rigorous strategies of marketing is required to beat such intense state of competition in the
market with more effective policies and foremost use of digital technology.
Marketing objectives
Marketing objectives: Marketing objectives are goals set by a business when promoting its
products or services to potential consumers that should be achieved within a given time frame. In
other words, marketing objectives are the marketing strategy set in order to achieve the overall
organizational objectives. Objectives are the goals settled by firm in order to achieve them in a
particular time period effectively. Objectives also help to demonstrate roles and responsibilities
of employees and managers in order to achieve the market position. A company's marketing
objectives for a particular product might include increasing product awareness among targeted
consumers, providing information about product features and reducing consumer resistance to
buying the product.
Increase customer loyalty: The most important work is to increasing customer loyalty towards
the brand. It can be said that a happy customer tells at least three of his friends and family
members about his experience with brand (Harrison and Lock, 2017). New Look provides
superior quality and effective products to the customers which will help to achieve customer
loyalty and also enhance the brand image in the market. This way, the customers will be loyal
towards the goods offered by New look and continue buying from them. Apart from this, an
increased loyalty of customers will in turn result in an enhanced image of its brand with more
number of customers opting to purchase from New Look.
Extending New Look fashion brand: New Look is a fashion brand that it has many options to
expand its production in terms of evaluating new trends and culture etc. this will help to produce
new collection and will attract new customers in the market. This will lead towards profitability
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and will increase the brand awareness effectively. This will also provide strengthen towards
competing others in the market.
Brand awareness: Brand awareness is crucial for the firm in order to achieve target customers
and new consumer’s attraction. New Look's main corporate objectives are growth through store
expansion in large highly populated cities and maintaining a competitive advantage through the
constant release of a variety of new fashions regularly (Aremu, Gbadeyan and Aremu, 2016).
The marketing objectives to increase brand awareness and extend the New Look fashion brand
will contribute hugely towards achieving the overall objectives particularly the store expansion.
SMART analysis will be the best option for selecting the best marketing objectives for
New Look in order to achieve them effectively. This will consider specific, measurable,
achievable, realistic and time bound. This will help to settle objectives for the firm which will
help to increase the employee’s awareness as well towards their individual roles and
responsibilities. Below is an example of New Look’s SMART goals-
S- A specific goal of New Look is to increase the sale by 25% at the end of 2019.
M- This will be measurable and will be compared with that to the previous year’s sales.
A- This is achievable where New Look will be expanding their customer base with more
affordable products and effective promotional strategies to target more number of consumers and
sale their products.
R- This is realistic where on expanding the business in any new region or diversifying the
existing products with new pricing strategies or other changes will easily enable New Look to
attain their specified goal.
T- It is time bound where this needs to be accomplished within a tenure of a year.
Thus, it can be said that marketing objectives will help New Look to determine their
potential targets from which they can achieve the market segmentation and customers
effectively. This will also help them to make a path to achieve profitability and production.
Strategy Selection
In order to determine the selection of strategy for New Look where the management desire to
launch a new menswear product, the marketing manager will use Asnoff Matrix. As part of a
larger strategic planning initiative, an Ansoff matrix is a communication tool which helps you
see the possible growth strategies for your organization. The hard work is in selecting one of the
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four Ansoff growth strategies. It is also referred as product or market expansion grid. The
description of selection strategy is described below:
 Market Penetration: In market penetration, the management focuses on expanding sales
of existing products (dos Santos and Fukushima, 2017). Market Development: As the objective of the organisation is to launch a new menswear
product for citizen of United Kingdom, the management has to focus on the other market
such as Primark, Chanel, etc. Product Development: The new product development strategy will help the management
of New Look to increase the customer base and customer attraction effectively and
efficiently.
 Diversification: In order to sustain in the competitive environment, product
diversification strategies are very useful (Miller, Boughton and Yu, 2015). The marketing
management of New Look can use the strategies by launching different types of products
in the market.
Porter Generic Strategy Theory
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Illustration 1: Asnoff Matrix
(Source: Business Jargons, 2017)

Porter's proposed generic strategy theory through which firms can gain competitive
advantages. The two fundamental types of competitive advantage combined with the scope of
activities for which a firms seeks to achieve them lead to three generic strategies for achieving
above average performance. Cost Leadership: In this strategy, the management of New Look needs to lower its price
in order to gain competitive advantages. In cost leadership firm sets out to be low cost
producer in its industry. Product Differentiation: Under this strategy, the management of New Look needs to
provide unique and quality products to custoemrs at premium costs in order to gain
competitive advantages. In a differentiation strategy a firm seeks to be unique in its
industry along some dimensions that are widely valued by buyers.
 Cost and Product Focus: In this strategy, the management of New Look needs to focus
on cost and product simultaneously so that competitive advantages can be gained. In
order to sustain in competitive environment, this strategy is optimum and beneficial for
organisation.
Thus, it is recommended to the management of New Look to focus on both cost and products so
that competitive advantages can be gained.
4 Market targeting and positioning.
New Look's segmentation, targeting and positioning have been detailed in this report.
The different needs of different consumers are essential to find out demand speed and
performances. By combining segmentation, targeting and positioning for their processing three
stages are involved. Determination is made on knowing the consumer secondly, in order to serve
the best one is selected. And finally, implement the segmentation by identifying meaningfully
different groups of consumers and communicated effectively to distinguish the way. In other
words, to identifying the needs of consumers and knowing about consumer’s kind (Strauss,
Winig and Laidler-Kylander, 2015). To meet the effectiveness there are three approaches to the
marketing, they are undifferentiated strategy, concentrated strategy and differentiated strategy
those are defined below with elaboration. The segmentation for launched product which is men's
wear have discussed in this report by segmentation.
Kinds of variables those are used for segmentation.
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 There are influences of demographic terms, such as income, education, education and
location as the location affects in terms of city, metro, village, ethnicity and size of the
family. The segment includes the lifestyle and values.
 While some consumer wants to carry things and look like others.
 The third kind of variable is segmentation is behaviour, this can be detailed to understand
as some consumer focus on the brand, heavy look, designers, or they can choose light and
simple.
 Final segment is made on the benefit sought as, consumer feel segmented as more
interesting.
Target: In the second stage New Look focus on targeting the consumers by considering and
depending upon several factors. They target men's as they produce for same by knowing about
the other manufacturers as what they are concentrating more (Bowen, Asienga and Gogo, 2014).
By this New Look get knowledge about the modifications, implementation and nuances that can
be made. Then focus is made on how long it will remain by existing the changes takes place in
needs of consumer very often. Lastly, strength of the New Look is used to boost the reputation
among the group of consumers this conveniently promote the men's apparel even by nuances.
By keeping records of past purchases, magazines, and demographic variables consumers
can be targeted effectively by New Look. Also, candidate is appointed to specific areas or
locality to let know about the latest manufactured products and services. These targets can also
be performed with help of email, and more sale are made to competitors by which increment in
production can be explored. These are merged for the purpose of removing duplicates and any
other kind of cheating that can harm reputation of New Look. This on analysing the targeting
strategy of New Look which is purely to target on men’s and is hereby referred to be beneficial
where most of the clothing brands are rich in terms of serving the needs of women rather than
focussing on men. However, it is together known to have a drawback of less response where men
are hardly concerned about the changing sense of clothing with a very rare change in their taste
and clothing preferences.
Positioning: The process of implementation of targets can be called as positioning. As
organisation have executed the production of men's apparel and sold at large to their competitors
by which sales are boosted. And their categories got fulfilled.
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 Operationally excellent firms: The advantage of competition is maintained by
exceptional efficiency which enables New Look to provide trustworthy consumers to
meet the competitors by providing the products at lower cost (Pecotich and Shultz, 2016).
 Customer intimate firms: The specific needs of the consumer are considered by New
Look to create less emphasis on efficiency. Here instead of meeting the wants of the
consumer New Look provides more reliable things to consumer by sacrificing the terms.
 Technologically excellent firms: By maintaining the leadership and innovation in this
phase most of the advanced products test is apparel of men are produced by New Look.
As, they understand the need of technology to make changes in terms of variations.
Repositioning: In this phase New Look concentrates on changing the perception of consumer
from brand. Though is very difficult to accomplish, as existing position of brand New Look have
become less attractive the process of repositioning has been considered. These are explored and
executed by making efforts in terms of promotions of apparel and advertising art large or making
brand ambassador as any of popular celebrity.
5 Assessment of the 4 p's.
Popular Spanish clothing store named as New Look concentrates cleverly on the
strategies of the market in order to achieve the goal of business that are framed earlier. It is
commonly and best known brand in Spanish. They are considered as then fastest growing
manufacturer at the affordable fashion clothing’s, who efficiently focused at present on the
production of men's clothing. The following are the four p's of New Look marketing strategy that
have detailed in this report as follows. Her the four p's indicates about the price, product,
promotions and place of New Look that are made effectively by meeting the modernism of
consumers.
 Product: The needs and demand of the consumer ate considered by New Look very
rapidly to meet effectively. The development of craze among the consumers are made by
New Look efficiently. It carries full control on the production of the products and service
to meet the needs of the consumers Mols, (2018). All the new styles that are produced by
New Look are made available in the new store within two to four weeks of production
process. Also, any of particular product doesn't sell from stores they are pulled back from
store effectively without waiting for their sale. To mete the modernism, New Look focus
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on reaching the consumer effectively with upcoming designs that can be highly
integrated.
 Pricing: The concept of New Look enable sot provide products at reasonable price by
meeting the needs of the consumer. Also, some stores are at premium and others at
affordable price these differences are maintained according to the location of New Look
store. This product and variable pricing are made possible by optimising development
and cost of training. The price of the product is designed in such a way, to make available
to all the consumer by which they can easily get in the price of affordability.
 Promotion: There is zero investment made in the cost of marketing by New Look. It
sounds strange but it is the fact that are executed by the organisation Naik, (2015).
Instead of cost spending on advertising or any other kind of promotions, companion uses
this price to launch a new store which is fabulous marketing strategy (Segmentation,
Targeting, and Positioning, 2018). Consumers recognise New Look by word of mouth.
And the framing of strategy is made by exclusivity, experience, differentiation and
affordability. Group of age between 18 to 40 are targeted by New Look tin order by
framing the marketing strategies. As the consumer also gets conscious. Men's apparel by
New Look that are launched recently are explored without spending advertising and any
other marketing cost.
 Place: The establishment of produced men's wear designed band distributed by New
Look effectively and efficiently. They have established leading fashion brand globally by
successfully promoting the approaches of distribution of products and especially new
launch of men's wear Bowen, Asienga & Gogo, (2014). Around and nearly 30 different
countries New Look has promoted and presented its stores to run the businesses and
make the fashion available to meet needs of consumers. Apparently, 90% of the stores are
owned by the company of New Look whereas, others are examined as Joint ventures or
either franchises.
Also, there are 30 different countries including India where the process of expansion of
New Look is ongoing by meeting needs and demographic trends of the consumer. The strength
of the organisation lies in culture as that could not be replaced by anything. There is not even
presence of close substitute to the products of New Look. Also, the designers are hired rapidly
and decision are made by training then effectively. In ordered performing well good decisions
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