Advanced Marketing Concepts: Valleygirl Marketing Plan Report

This report presents a comprehensive marketing plan for Valleygirl, a fashion retailer in Australia. It begins with an executive summary, followed by an introduction outlining the report's purpose and the company's background. The analysis includes a problem and opportunity statement, identifying challenges like increased competition and the need to expand the target market. Marketing objectives are defined, focusing on increasing customer numbers, sales, and satisfaction. The report details marketing strategies, including product development, generic and competitive strategies, consolidation strategies, and STP (Segmentation, Targeting, and Positioning). It then explores tactical marketing strategies related to product, pricing, placement, and promotion. The implementation section covers resource allocation, evaluation, control, and ethical considerations. The report suggests strategies like new product development (men's apparel and accessories), price differentiation, and online and offline placement strategies. The report concludes with a summary of findings and recommendations to improve Valleygirl's market position and achieve its marketing objectives in the competitive Australian fashion industry.

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Advanced Marketing Concepts
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10/12/2019
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Advanced Marketing Concepts 1
Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................3
Problem and opportunity statement.................................................................................................4
Marketing objectives.......................................................................................................................5
Marketing strategies.........................................................................................................................5
Product related strategy...............................................................................................................6
Generic strategy and competitive strategy...................................................................................6
Consolidation strategy.................................................................................................................7
STP..................................................................................................................................................7
Tactical marketing strategy..............................................................................................................9
Product strategy...........................................................................................................................9
Pricing strategy............................................................................................................................9
Placing strategy..........................................................................................................................10
Promotional strategies...............................................................................................................10
Implementation..............................................................................................................................11
Resource allocation........................................................................................................................11
Evaluation ad control.....................................................................................................................12
Ethical consideration.....................................................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

Advanced Marketing Concepts 2
Executive summary
The Purpose of the report is to assess the fashion industry in Australia in order to propose an
effective marketing plan for Valley girl. Valley girl is one of the popular fashion companies that
are offering clothing and accessories focusing over the girls as the target market.
Some of the retailing company that has been found as major competitor for the company is Zara
Australia, H & M. The strategy that the company would be consider for the product related
strategy will be new product development strategy as it is important for the company to maintain
high product range and increase the product ranges. Other than this the restructuring of stores
and online portal will be another aspect where the resources or investment will be done.

Advanced Marketing Concepts 3
Introduction
Marketing plan is one of the critical decision and activity to be performed, which will reflect the
activities that the company will be consider reaching out to the customer in the potential market
along with the strategic recommendation that will be responsible for the customer attraction,
customer loyalty and customer retention. The Purpose of the report is to assess the fashion
industry in Australia in order to propose an effective marketing plan for Valley girl (valleygirl,
2019).
Valleygirl is one of the popular fashion companies that are offering clothing and accessories
focusing over the girls as the target market. Moreover the company is majorly offering products
through offline and online mode in order to make the products easily available to the potential
customers. The company has 85 stores across Australia and has been focusing over reaching the
customer with advanced technological use. Vision of the company is to make the teen available
with new trends and make most loved teens brand. (Adam & Kotler, 2014)

Advanced Marketing Concepts 4
Problem and opportunity statement
The major problem that has been identified is the increase in competition in Australian fashion
market. Moreover, the company has been focusing over a particular customer segment, which
may have limited the scope of number of customer to be related to the company and attract more
customers. Some of the retailing company that have been found as major competitor for the
company are Zara Australia, H & M as the market share of Valleygirl is somehow within
category of higher market share. Thus the problem statement after analyzing the current
environment states that the company is targeting single customer segment and increased
competition has impacted the market share and profitability of the company (Balmer & Abratt,
2016).
Threat to new entrant is another major strategic threat for the company as the companies like
Miniso can be the disruption cause for the fashion companies that are working in this industry.
The reason being this company is Asia’s chain that has been working towards global presence
and looking towards expanding 300 stores around nation (smh, 2019). Another problem
identified is rapid change in fashion and design. One of the major challenges to sustain in the
fashion or apparel industry is that the fashion and design are expected to increase and the
customer is looking for new designs to purchase after every small time interval. This rapid
change can reflect the huge investment of the crampon in finished goods, where the previous
stock could be liability for the company which are not as per the current fashion trends.
The major opportunity that will be considered through the marketing plan is new marketing
strategy that will be supporting the financial position of the company and reflect positive impact
by increasing the number of potential customer of Valleygirl. Thus it can be said that the key

Advanced Marketing Concepts 5
opportunity for Valleygirl that the company could consider is to increase the global presence,
retaining customer by increasing the customer loyalty, international expansion, or increasing the
customer segment to be target (valleygirl, 2019).
Marketing objectives
The key marketing objective that this marketing plan would be directed for valleygirl include
 Increase number of customer by 10 percent which could be measured from customer
database within next six months. This objective will work towards increasing customer
segment so as to reach to more number of customer by the company.
 Increase in sale by 12 percent by next one year, which can be measured through financial
report of the company for next financial year. This will reflect the financial growth of the
company.
 Increase customer satisfaction by 20 percent, which can be measured by analyzing the
customer review, rating, and feedback on feedback form or social media website. The
customer behavior can be analyzed through these sources which would eventually reflect
satisfaction level among the customer along with the expectation of the customer that will
be helpful for future strategic decision of the company (Safari et al., 2016).
Marketing strategies
The higher level marketing strategy includes integrate strategy based on four concept that is
product market strategy, generic strategy, competitive strategy, and consolidated strategy. These
strategies include

Advanced Marketing Concepts 6
Product related strategy
Product is one of the major constraints that are tangible good which will reflect the major impact
on the customer satisfaction. The strategy that the company would be consider for the product
related strategy will be new product development strategy as it is important for the company to
maintain high product range and increase the product ranges in order retain the existing customer
and increase number of customer (Balmer & Abratt, 2016).
Generic strategy and competitive strategy
Figure 1: (Source: (Aksoy, 2018)
As per the porter’s generic strategy, the model reflects the competitive advantage and
competitive scope that must be consider by the company in order to sustain in the competition.
This include differentiation strategy, as the company objective is to target broad market in order
to increase customer segment to be targeted and the key constraint that may be acting as the
competitive advantage include differentiation. This will include the generic model reflecting the
competitive strategy of the company (Song, 2017).

Advanced Marketing Concepts 7
Consolidation strategy
The consolidation strategy that seems to be suitable after analyzing company’s environment, it
can be said that in order to expand the work and target another customer segment, merger and
acquisitions strategy is considered through this marketing plan. This may include merging with
another company in order to target other customer segment like men’s apparel and accessories.
The reason for being this strategy to be useful for Valleygirl is to increase the number of
customer to target and increase the growth scope by increase in investment opportunities and
increasing customer satisfaction (Sun et al., 2018).
Among the above discussed strategies the strategies that are selected for Valleygirl in order to
work towards the marketing objectives are merger strategy, which would include to invest in
new product range that is also include the diversification strategy of the company as generic
strategy (Ryan, 2016).
STP
The segmentation targeting and positioning is one of the strategic decision to be made as this
may reflect the brand image of the company.
Considering the current targeting segment include female consumers and teenage or young girls
for the marketing or product offering. However, the target segment to be targeted through this
marketing plan includes the customer segmentation based on
 Demographic basis
This includes gender as one of the major basis. male and female both will be targeted as
per the gender basis which was not considered currently as the company is only targeting

Advanced Marketing Concepts 8
female by now which is found as one of the major problems for the company as a tactical
customer number decreases along with the opportunity to increase the number of
customers.
 Psychographic basis
This include the lifestyle of consumer, for which the target customer segment is college
girls and boys, as this group will be more interested into fashion and changing clothes
and accessories every day as they are socializing among friends and family in college
And parties. Other than this office going population will also be targeted, the reason
being they are looking for more formal apparel and accessories, which increases the
customer loyalty as they would be using formal products every day and looking forward
to words fashion pertaining to the same (Sharma & Gautam, 2017).
Considering the positioning that the company is willing to perceive among the consumers
through this marketing plan include changing product range, quality product, latest
fashion product and design. Through this it can be said that the company is willing card
customer to perceive that the brand that is the valleygirl is working to words latest
fashion and best designs for the customers which may provide a unique identity to the
customer and reflect their own attitude and style. Considering the industry, fashion and
designing is one of the major element that is looking forward by the customer that needs
to be improved or enhanced by the brand through this marketing plan and offered to the
customer so as to increase the customer retention (Schlegelmilch, 2016).

Advanced Marketing Concepts 9
Tactical marketing strategy
The marketing strategies would include the strategy pertaining to products, promotion, placing,
and price of the products offered by valleygirl. Through this marketing plan, the marketing
strategies will be prepared related to the
Product strategy
As discussed in previous section, one of the major product related strategy is new product
development strategy. Considering the product strategy, and target market, through this
marketing plan of valleygirl the new product to be developed by the company is a complete new
range of men’s apparel and accessories.
Other than this the company Can work to words increase in accessory category by offering
Footwear, watches, perfumes and make up products as new product development range. This
would also be applied to product differentiation strategy considering the genetic and competitive
strategy discussed above. Other than new product development company will also be working to
words increase in designing and changing stock among each product category as Fashion
industry is changing very quickly which needs to be adapted repeatedly by the company and
offer latest design to the customer in order to retain them (Skudiene et al., 2015).
Pricing strategy
Price is one of the major element as the company is targeting college going girls in boys and
office going people which reflect that they are purchasing variety of products, customer may
prefer to purchase medium price range for each product due to increase in quantity of purchase.
This reflects that Price differentiation strategy will be most suitable as the customers from high
to low range can be approached by valleygirl and the price strategy can also be reflected through

Advanced Marketing Concepts 10
one of the promotional strategy that is sales discount or sales promotion as the young customers
are looking for discounts and offers while making purchase decisions through various fashion
stores.
Placing strategy
Placing strategies include a flying and online mode, where the off-line mode includes increase in
stores availability within the nation so as to increase brand recognition and is f File making
purchase decision through various fashion store.
Placing strategy replacing strategies include off-line and online mode, where the off-line mode
includes increase in stores availability within the nation so as to increase brand recognition and
easy for customers to reach to the brand in order to purchase special purpose. The only mode
include website development and offering online option for the customer through website and
mobile application customers that I’ll be targeted to this marketing plan Must be looking forward
convenient options to purchase through their smartphones (Thomson, 2016).
Promotional strategies
Some of the traditional promotional tools that the company must use through this marketing plan
would be social media advertising as the target group is generally young girls and boys who are
spent most of the time on social media every day. Other than this the major traditional element
will be saved police is offering discounts and offers through off-line and online mode which can
induce purchasing decision of the customer. Events and sponsorship is another to that must be
used by the company in order to increase brand awareness and brand recognition which includes
college events and sponsoring various activities within educational centers.

Advanced Marketing Concepts 11
Implementation
In order to implement the marketing strategies developed in above section. The major action to
be taken by the company in order to implement the marketing plan developed, the valleygirl
must include steps like brainstorming activities, increase in fashion designers, increase in
production process and manpower. These activities would reflect to words the new product
development and product design innovation. Next step would be to implement the brand
positioning strategies through promotional and marketing campaigns implemented by including
post, images and video marketing through social media websites. The next step and
implementation plan building dude designing the store of value girl as per the increase product
category so as to increase the experience of customer within the store. Along with the store
designing, online website designing would also be changed and designed as per the new product
categories. The last step in implementation plan will include evaluation and control so as to take
corrective action in case of any deviations (Tiago, 2014).
Resource allocation
The resources must be allocated as per the preference in the marketing strategies, maximum
resources and located through these marketing strategies that include development of new
product categories which may include you want investment. Other than this the restructuring of
stores and online portal will be another aspect where the resources or investment will be done.
That’s it can be said that the resources will be allocated as per the requirement and optimum
utilization of each resource will be considered in order to minimize the cost and maximize the
benefit out of the investment (Adam & Kotler, 2014).