Silvertech 2 Underwear: Marketing Plan for Organic Basics in Australia

This report provides a marketing plan for Organic Basics, focusing on their Silvertech 2 underwear product in the Australian market. It includes an introduction to Organic Basics and their commitment to sustainable clothing, followed by a description of the Silvertech 2 product and its unique features. The plan outlines marketing goals, market research approaches, and a situational analysis using SWOT and PESTLE frameworks to assess the market environment. Key competitors are identified, and marketing objectives are defined, along with the target market segment. The report details main marketing strategies such as market penetration, market development, and diversification. It also covers the marketing mix (product, price, place, promotion, people, physical evidence, and process), budget considerations, monitoring and control mechanisms, and marketing implementation tactics. The report concludes with a summary of the marketing plan's key elements.

Running head: Marketing strategy and plan
Marketing strategy and plan

Marketing strategy and plan
Executive summary
Marketing plan is a basic and fundamental concept that helps in maximising the operating
income and revenue in the global market. Here is the discussion about the business activities
of Organic basics. In today’s era, Silvertech 2 underwear brand is becoming more popular
among the customers. This brand is highly used by male customers globally. A situational
analysis is done by the company while initiating the marketing plan in Australia. The
situational analysis includes SWOT analysis and pestle analysis that helps in identifying and
evaluating the threats, risks and issues of the market. The marketing strategies also help in
implementing the business functions in the Australian market.
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Marketing strategy and plan
Table of Contents
Executive summary...............................................................................................................................2
Introduction...........................................................................................................................................4
Product..................................................................................................................................................4
Marketing goals.....................................................................................................................................4
Market research.....................................................................................................................................5
Situational analysis................................................................................................................................5
Competitors...........................................................................................................................................7
Marketing objectives.............................................................................................................................7
Target market segment..........................................................................................................................7
Main strategies......................................................................................................................................8
Marketing mix.......................................................................................................................................9
Budget.................................................................................................................................................10
Monitoring and control........................................................................................................................10
Marketing implementation..................................................................................................................10
Conclusion...........................................................................................................................................10
References...........................................................................................................................................11
Appendices..........................................................................................................................................13
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Marketing strategy and plan
Introduction
The main aim of this task is to discuss the marketing plan for Organic Basics. Organic
Basics is an effective and sustainable clothing brand in the market. The company sets the
appropriate prices of the clothing products to uplift the profitability and returns. Along with
this, Silvertech 2 product has been taken in the task. The Australian country has been chosen
in the task that is a sovereign country. The paper outlines that how the company is using
marketing mix strategies to sustain and gain competitive advantages in a large extent. SWOT
analysis and pestle analysis also have been discussed in the task. More detail of the report is
elaborated below.
Organic Basics is a Copenhagen based multinational clothing company established in
2015. Company creates sustainable and better made undergarments (Kickstarter, 2018).
Sustainability of products is the main focus of company and the firm is working in the same
from the very beginning. This sustainability of company products means manufacturing
products like underwear, socks, and T-shirts with better quality of fabrics to make them long
lasting and more sustainable. The company has launched Kickstarter in may 2014 with
organic underwear for men in the market. The company sold around 60,000 items through
online platform (Kickstarter, 2018).
Product
Silvertech 2 is famous and well known brand in the world. It is durable and
comfortable brand in the market. The biggest characteristic of the garment is that it can
decrease the regularity of washing underwear. Along with this, this product also reduces or
decreases the growth of microorganisms such as viruses and bacteria. This underwear is more
suitable or appropriate for men in the global market (Organicbasics, 2018).
Marketing goals
The marketing goals play a vital role in attaining long term mission and vision in the
competitive market. The main aim of the company is to provide attractive and unique clothes
to the customers in the global market. Silvertech 2 is one of the attractive products of Organic
basics. Silvertech 2 is advanced underwear which is durable, odor-killing, comfortable, and
made from 100% sustainable materials (Organicbasics, 2018). Each and every step is taken
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Marketing strategy and plan
by the company after considering the profit attainment, long term value, company’s growth
and balancing a health and dynamic relationship with partners.
Market research
It is an effective and significant process that is used by Organic Basics to analyze and
identify the Australian market. Marketing survey and research is done by the firm to analyze
and determine the external challenges, threats and challenges of the market (Harrison and
Reilly, 2011).
Situational analysis
The situational analysis plays an effective and empirical role to gain competitive
advantages in the Australian market (Thompson and Martin, 2010). SWOT analysis and
pestle analysis are done by the Organic Basics to measure the challenges and opportunities of
the market. If the company wants to enlarge the business in Australia then it needs to
concentrates on the risks, challenges and threats of the foreign market (Daymon & Holloway,
2010). The pestle analysis for Organic basics is discussed below.
Political
factors
 It has been noted that political environment of the Australia is stable
therefore the company can take ample of opportunities while
expanding and exploring the business.
 Australia is one of the biggest and significant markets for MNC’s in
the Asia pacific region. Along with this, skilled and well educated
employees can be used by the company in the Australia (Pannell,
Roberts, Park, Alexander, Curatolo & Marsh, 2012).
Economic
factors
 A decline in the economic market situations across the Australia has
influenced the performance and productivity of Organic basics.
Along with this, fluctuations in the currency exchange rates, interest
rate, unemployment rate and weakening of Australian dollar have
also adversely impacted Organic Basics operations and activities.
Social factors  The social factors such as customs, values, beliefs, attitudes and
behaviour of the people could also affect the sales volume and
market share of the company widely. The company can increase its
market share and profitability in the Australian market by providing
various organic clothing clothes and other products to the customers.
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Marketing strategy and plan
Technological
factors
 Advanced and innovative technology can be used by Organic Basics
in Australian market to stand out against the competitors.
Environmental
factors
 The environmental factors such as climate changes and weather
could put direct adverse impact on the growth and success of the
business.
Legal factors  The legal factors play a imperative role in attaining the desired goals
and objectives. The legal changes in the Australian country may
affect the company’s costs and demand of the customers. Changes in
regulations and norms also affect the operating income of the
company.
SWOT analysis for Organic Basics has been discussed below.
Strengths Weaknesses
 It is stated that Organic basics
products are quite different from the
other products. The company
provides silvertech 2 underwear with
excellent quality and features to the
customers.
 Organic basic’s clothing brand has
become an effective and unique
symbol of sustainable development
and expansion.
 The team size of the company is
smaller. Effective and unique
communication is maintained by the
team members in the workplace.
 Due to lack of staff, the company is
unable to focus on the needs and
demands of the customers.
 The underdeveloped areas of the
network could also affect the sales
and income of the brand.
 Lack of team personnel and funds is
another weakness of the company.
 There is high and intense competition
could also affect the growth and
progress of the firm.
Opportunities Threats
 The quality of the brand is unique and
effective thus the company needs to
expand the functions and activities in
European country.
 It is noted that consumer demand is
increasing but the supply side cannot
produce ample of products that will
lead to a vital and significant decline
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Marketing strategy and plan
 The progress of technology is very
interesting to the investors hence, the
company can get ample of
opportunities in the Australian
market.
in the brand.
 The pressure from the competitors is
highest therefore, it affects the
objectives and goals of the company
adversely.
 Shortage of raw material is another
weakness of Organic basics.
Competitors
There is high and intense competition in the market. Some of the competitors of
Oragnic basics include Calvin Klein, Emporio Armani, Hugo boss, Danskin and Nike. These
competitors may affect the growth and operating income of the company adversely
(Thetrendssporter, 2018).
Marketing objectives
The marketing objectives of Organic basics include:
 Making up 10% profit rate each year in an effective way by providing value to the
stakeholders and workers while maintaining trust and reliability of the customers.
 By maximizing the sales percentage by maximizing the manufacturing rate of primary
brands.
 Introduction of new clothing produces in global markets through innovation in
research and development.
 Spending the noticeable part of the budget on marketing and advertisement of core
brands across the globe.
Target market segment
It is stated that target market segment plays a primary role in enhancing and
increasing the revenue and returns of the firm. The target market of the company is men,
women and kids who want attractive and unique clothing products. The large amount is paid
by the customers on clothing products. The company is using organic materials. The people
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Marketing strategy and plan
have been buying wide range of brands of underwear by shops and the expansion of the
internet is more conducive and effective to their sales today. Organic basics focuses on the
needs, demands and expectations of the customers to struggle with rivalries across the globe.
It uses effective and unique strategies to accomplish the long term goals and targets (Grose,
2011).
The company uses segmentation strategy to build and develop a dynamic image in the
minds of the customers in Australia. Segmentation is a process of divided the entire market
into the different segments. Organic Basics divides its market on the basis of geographic,
demographic, psychological and demographic basis. It has been found that the company also
uses positioning strategy to overcome the competitors in the competitive market.
Main strategies
It is stated that Organic Basics uses ample of marketing strategies to strive with
competitors in the global market (Van Velsen, 2017). The main strategies that can be used by
the company while implementing the business internationally have been discussed below.
Market penetration: The Company uses market penetration strategy to capture the entire
market globally. The market growth may be done by stimulating the entire market with
product modernization and therefore market diffusion (Aaker & McLoughlin, 2010) .
Market development: It is stated that Organic Basics uses market development strategy to
produce innovative and unique clothing products in the competitive market. As the market
development for any firm becomes more incorporated with the company’s acquisitions,
partnerships and expansion thus Organic Basics is also focusing and concentrating on these
attributes (Baker, 2014).
Diversification strategy: The diversification is one of the unique and effective marketing
strategies for the firm to accomplish the desired objectives and targets. By using
diversification strategy, the company wants to expand its business in Asian market (Grant,
2016).
Marketing mix
The marketing mix plays an empirical role to cope up with rivalries in the
international market. The marketing mix for Organic Basics has been detailed below.
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Marketing strategy and plan
Product: Product is one of the significant strategies that can be used by the company while
providing clothing products to the customers across the globe. The organization provides
innovative and dynamic silvertech underwear to the customers in the international market.
New product development strategy shall be used by Organic Basics to produce unique
clothing products for the customers widely (Mangold & Faulds, 2009).
Price: It is stated the Organic Basics can use innovative pricing strategy to distinguish its
products from the competitors. The income of the customers is high in Australia. Thus, the
organization can use premium price strategy for its premium products to keep its price rates
suitable and affordable.
Place: Organic basics is well known brand in the market. Thus, the company needs to make
dynamic place strategy to capture wide range of clients in the global market.
Promotion: Silvertech underwear is a famous brand that is used by everyone. Organic Basics
has launched various campaigns and sessions to promote the clothing products in the market.
The organization has started both outdoor and indoor campaigns and programs in order to
attract fashion conscious customers (Kenny, 2009).
People: Unique and effective team is maintained by the company to run the business actions
in a large extent. The company uses social media channels such as Twitter, facebooks and
television. Furthermore, the organization can also use advertisement and promotional strategy
to increase and enhance the sales volume of the firm (Gordon, 2012).
Physical evidence: Physical evidence is collected by the customers while purchasing
Silvertech underwear and clothing products in the international market.
Process: Organic Basics should use attractive and effective process and procedure to build a
dynamic image in the minds of the customers. Effective process will help the company to
flourish and explore the business in the international market (Christopher, Payne &
Ballantyne, 2013).
Budget
The significant part of the budget is being used by the firm in marketing campaigns,
programs and approaches. The budget approx 1, 00,000 $ should be set by Organic Basics to
attain the desired mission and vision in the Australian market.
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Marketing strategy and plan
Monitoring and control
The monitoring and control is done by the company with the help of balance control
card method. This method focuses on the four viewpoints including customer perspective,
financial perspective, interior perspective, and innovation and learning perspective. If there is
any variation find then effective and unique measures can be taken by Organic basics.
Marketing implementation
After setting the budget and all the goals, Organic Basics needs to implement or initiate the
plan in the given time period.
Conclusion
On the above mentioned analysis it is concluded that Organic Basics is the biggest
and leading brand in the market. The company identifies and focuses on the quality and
environmental protection. The company uses different marketing strategies to expand the
business operations in Australian market. The above mentioned analysis shows that how the
company is making marketing plan to promote the Silvertech underwear and other products
in Australia. It is recommended that the company should focus on the target market and
business level strategies to stay in the rivalries market.
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Marketing strategy and plan
References
Kickstarter.,(2018). Silvertech 2.0-The world’s most advanced underwear [Online], Retrieved
from https://www.kickstarter.com/projects/organicbasics/silvertech-20-comfortable-
and-anti-microbial-under
Organicbasics.,(2018). Our story [Online], Retrieved from
https://organicbasics.com/pages/our-story
Harrison, R. L., & Reilly, T. M. (2011). Mixed methods designs in marketing research.
Qualitative Market Research: An International Journal, 14(1), 7-26.
Daymon, C., & Holloway, I. (2010). Qualitative research methods in public relations and
marketing communications. Routledge.
Van Velsen, J., (2017). The extended-case method and situational analysis. In The craft of
social anthropology (pp. 129-150). Routledge.
Grose, V. (2011). Basics Fashion Management 01: Concept to Customer (Vol. 1). A&C
Black.
Thompson, J.L. & Martin, F., 2010. Strategic management: Awareness & change. Cengage
Learning EMEA.
Pannell, D. J., Roberts, A. M., Park, G., Alexander, J., Curatolo, A., & Marsh, S. P. (2012).
Integrated assessment of public investment in land-use change to protect
environmental assets in Australia. Land Use Policy, 29(2), 377-387.
Aaker, D. A., & McLoughlin, D. (2010). Strategic market management: global perspectives.
John Wiley & Sons.
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Marketing strategy and plan
Baker, M. J. (2014). Marketing strategy and management. Macmillan International Higher
Education.
Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley &
Sons.
Kenny, G. (2009). Diversification Strategy: How to grow a business by diversifying
successfully. Kogan Page Publishers.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the
promotion mix. Business horizons, 52(4), 357-365.
Christopher, M., Payne, A., & Ballantyne, D. (2013). Relationship marketing. Routledge.
Gordon, R. (2012). Re-thinking and re-tooling the social marketing mix. Australasian
Marketing Journal (AMJ), 20(2), 122-126.
Thetrendssporter.,(2018). 15 Best men’s underwear brands [Online], Retrieved from
https://www.thetrendspotter.net/17-best-mens-underwear-brands/
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Appendices
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