University Marketing Report: Hionidis Fashion Boutique Strategies

This report provides a comprehensive analysis of the marketing strategies employed by Hionidis Fashion Boutique. It begins with an overview of the company and its expansion into the apparel market. The report delves into product strategy, advocating for diversification and online presence. The pricing strategy section explores value-based and competitive pricing, with a focus on customer retention and acquisition through sales promotions. The distribution strategy examines the current channels and recommends expansion through two and three-level distribution networks. Furthermore, the promotion strategy explores digital marketing, urban marketing, celebrity endorsements, social media influencers, and data-driven customer engagement to boost brand awareness and sales. The report also references key academic sources to support its arguments and recommendations, providing a well-rounded marketing plan for the boutique.

Running head: MARKETING STRATEGIES OF HIONIDIS FASHION BOUTIQUE
MARKETING STRATEGIES OF HIONIDIS FASHION BOUTIQUE
Name of the Student
Name of the University
Authors Note

1MARKETING STRATEGIES OF HIONIDIS FASHION BOUTIQUE
PRODUCT STRATEGY
Hionidis Mankind is one of the premium apparel boutiques specialized in menswear
which expanded itself into girls and women’s sections? It should include children section in
which one can find clothes, shoes and other accessories for newborn babies and grownups of age
12. It has wide product portfolio; instead, it should diversify its product portfolio with great
length and depth in each of the product categories. It should should should ensure that its
products are sold to larger retailer through personal selling .Hionidis Mankind has premium
fashion online boutique; it should adopt a brick and mortar store and lined up its product in front
of the customers to give them a real experience of a product. It should enlarge its operations into
other product segments like luggage bags, collections of sunglasses, duffle bags, portfolios,
briefcase backpack for both men and women customized jewellery, and beauty products ranging
from nail paints, eye and face makeup to face wash, face creams, lotions and many more
products according to the skin type of preferred customers (Okonkwo, 2016). Hionidis Mankind
enriches young designer and follows trends, for this the innovative feature can be introduced, a
real-time model which allows the buyer to see products and can apply to an on-screen model that
enables customers to evaluate and select the appropriate product for themselves and according
they can make a decision before purchasing it (Hvass, 2015).. As the fashion boutique faces a
problem of limited resource for production Macedonian textile association and government
should help company to adopt recycling practice and provide them with required raw material for
continues production process.

2MARKETING STRATEGIES OF HIONIDIS FASHION BOUTIQUE
PRICING STRATEGY
Price of the apparel depends on the quality of work and fabrics done on clothing. Apart
from the premium pricing strategy, Hionidis Mankind should adopt a value-based pricing
strategy so that the price of the product or service offered can be charged on the willingness of
the customer to pay (Hinterhuber and Liozu, 2017). To reduce the number of switching cost of
customers, Hoindise Mankind can also adopt competitive pricing strategy to being at the top of
competition keeping the dynamic price of the product it can allocate the price of the product
slightly below and can also help to fix the profit margin earned on every item. High-quality
product and significantly lower costs in market draws the attention of customers mainly the
youngsters and generates the company's sales play a significant role in customer retention and
acquisition (Davick and Sharma2015). The perceived value of the products should be focused
rather than the actual cost of the production. Hionidis Mankind can acquire various sales
promotion schemes, offers, discounts to keep their loyal customers happy and retain more
customers. Though it reaches its customers through an exclusive online shopping destination, it
can include specific offerings, discounts, free shipping and many more. It can also use
psychological pricing where the price of the products seems to be lower for instance, a product
worth $500 as $499 buyers would consider it to be lower.
DISTRIBUTION STRATEGY
Due to the direct impact of government rules and regulation Hionidis Mankind
established cut, make and trim system to foreign markets. It should establish huge distribution
network all over North Macedonian by exporting more number own brand production. There is a
vast scope for hoindice to grow as the market is new and its situation is stable with no threat of
new entrants (Okonkwo, 2016). The products are sold online and e-retail shops it includes zero

3MARKETING STRATEGIES OF HIONIDIS FASHION BOUTIQUE
level of distribution channel that is direct from manufacturer to customers eliminating middle
men. But in context to expand the boutique business hoindice should focus two level and three
level distribution channels that is from manufacturer to distributors then to retailer and ultimately
to customers, to make sure its product reaches at every corner of North Macedonian and cross
boarder also. In Macedonian, there is no such government rules and regulation for hoindice so it
can take the advantage of market and try to expand itself through various distribution networks.
It should focus on improving and innovating online website so that it becomes easier, more user-
friendly to use and attract more people (Robles and Hassan, 2015).
PROMOTION STRATEGY
Though Hoindice focus much more digital marketing and comes up with creative ads but
it can also adopt Urban Marketing Ideas, which includes flyers posters in local cafes, some
sidewalk chalk writings this strategy is most useful for a business situated locally. The
promotional strategy of exclusive boutique product should also engage high profile celebrity for
advertisement of a specific brand of hoindice boutique to increase more number of product
acceptance by the customers. Focusing on its latest innovative designs and generosity of high-
quality of product (Zoellner and Schaefers, 2015). It should hire social media influencer such as
bloggers to post productive content on social media page to promote hoindice mankind
fashionable boutique and make more appropriate social media posts for its target audience. It
should include search engine optimization, banners ads, and many more. The posts should also
be such that consumers are encouraged to take more action such as sharing posts with friends or
leave feedback in the form of comments. These should embed the latest trends in social media
such as hashtags, memes, etc. Hoindice should collect customer data and send them messages

4MARKETING STRATEGIES OF HIONIDIS FASHION BOUTIQUE
via email or SMS, which eventually leads to repeated customer purchases. Promo codes and
discounts should be offered during the end of season sale. The discounts to be offered on both
multi-designer boutique and online. It use above the line advertisement strategy for promotions
rather it should use through the line and 360 degree advertisement strategy (Ananda et al. 2015).

5MARKETING STRATEGIES OF HIONIDIS FASHION BOUTIQUE
REFERENCE
Ananda, A.S., Hernández García, Á. and Lamberti, L., 2015. Social media marketing in Italian
luxury fashion.
Davcik, N.S. and Sharma, P., 2015. Impact of product differentiation, marketing investments and
brand equity on pricing strategies: A brand level investigation. European Journal of
Marketing, 49(5/6), pp.760-781.
Hinterhuber, A. and Liozu, S.M., 2017. Is innovation in pricing your next source of competitive
advantage? 1. In Innovation in Pricing (pp. 11-27). Routledge.
Hvass, K.K., 2015. Business model innovation through second hand retailing: a fashion industry
case. Journal of Corporate Citizenship, (57), pp.11-32.
Okonkwo, U., 2016. Luxury fashion branding: trends, tactics, techniques. Springer.
Robles, F. and Hassan, S.S., 2015. Reaching Global Market Segments with Direct Marketing.
In Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference (pp. 140-
143). Springer, Cham.
Zoellner, F. and Schaefers, T., 2015. Do Price Promotions Help or Hurt Premium-Product
Brands?: The Impact of Different Price-Promotion Types On Sales and Brand
Perception. Journal of Advertising Research, 55(3), pp.270-283.