Analysis of Marketing Plan for Top Shop's Newborn Clothing Range

This report presents a marketing plan developed for Top Shop, a fashion retail company, focusing on the launch of a newborn clothing range. The report begins with an introduction to marketing principles and then outlines the specific marketing plan, including a market analysis of the target consumers (newborns aged 0-3 years) and their needs. It identifies key competitors such as Zara and Marks & Spencer. The report then details the marketing objectives, aiming to increase brand awareness and achieve a specific profit margin. The core of the plan involves the marketing mix, including product (comfortable, colorful clothing), pricing (competitive strategy), place (store and online availability), and promotion (social media and billboards). The plan also includes a budget consideration and concludes with a summary of how the plan aligns with Top Shop's overall marketing strategies and functions, referencing academic sources. The report emphasizes the importance of adapting to rival strategies and maintaining a competitive edge.

MARKETING

Cover Content
 Introduction
 Marketing Plan
 Marketing objectives
 Marketing Mix
 Marketing Plan Budget
 Conclusion
 References

Introduction
Marketing as defined by Philip Kotler is the science as well as art to
explore, create and generate value for satisfying needs of consumers. The
present study thus focuses on marketing strategies being used by Top Shop
fashion Retail Company to increase its market share. Focus will be given
on discussing role of marketing and its interrelation with other functions;
use of marketing mix to attain business objectives and development of a
marketing plan.

Marketing Plan
The present marketing plan has been prepared for Top Shop for
launching a new clothing range for new born in market. The present
marketing plan for coca cola will focus on launching a new diet coke in
India.

Contd..
Customers - These will be newborns babies of any gender who are in the
age group of 0 to 3 years. The need of this consumer set will be to have
access to brightly coloured, comfortable and not so pricey clothing.
Competitors - The top competitors for Top Shop in this section are Zara,
River Island and Marks and Spencer. There are also many local brands
that are selling clothing for the new born.

Marketing objectives
These are some objectives which has to achieve by an organisation.
 To enhance the brand awareness of clothing range by 25 percent by
end of 2018.
 To achieve net profit of 15 percent by end of 2018.

Contd..
Positioning
The new clothing range can be positioned as the one which brings comfort
to the babies and the clothing material used is also quite safe to the
skin.

Marketing Mix
Product
The product is basically a comfortable and soft clothing range for
toddlers that is available in free size and bright colors.
Price
Top Shop will focus on the use of competitive pricing strategy for
maintaining market share ans generating sales.

Contd..
Place
The clothing range will be available in all the stores of London as well as
its online website to lure more consumers.
Promotion
Promotion will be done by use of social media channels like postiing
pictures on Instagram and Pinterest and connecting with consumers on
Facebook. Other than this, big banners of the ctihies will also be placed
all around the city.

Marketing Plan Budget
Budget will depend on finance present with Top Shop and the amount it
wishes to spend for newborn clothing range.
It can be evaluated that the above developed marketing plan is most likely
to assist in increasing brand awareness and also led to profit and sales
figures. The company is however required to be careful of rival firms
who can soon launch similar product range.

CONCLUSION
Top Shop is a well-known fashion retail firm in London and has been
using marketing functions and also relating it to other departments. The
tactics applied in marketing mix are such that they have assisted in
fulfilment of its objectives. Similar strategies have further been used in its
marketing plan for toddler clothing range.

References
Das, G., 2015. Linkages between self-congruity, brand familiarity,
perceived quality and purchase intention: A study of fashion retail
brands. Journal of Global Fashion Marketing. 6(3). pp.180-193.
Morhart, F., 2015. Brand authenticity: An integrative framework and
measurement scale. Journal of Consumer Psychology. 25(2). pp.200-
218.