PJAW Loungewear: Promotional Plan, Market Analysis and Strategy Report

The PJAW Loungewear promotional plan offers a comprehensive strategy to introduce the brand to the market, emphasizing economical, practical, and realistic approaches. The plan utilizes PESTLE, competitor, and SWOT analyses to understand the apparel industry and identify key opportunities. It focuses on leveraging social media platforms like Facebook, Twitter, Instagram, and LinkedIn to increase brand awareness and engage with the target audience, primarily female university students aged 23-38. The plan sets objectives to increase online sales by 50%, boost brand awareness by 50%, and gain 5,000 social media followers within six months. The campaign's theme is centered around PJAW Loungewear, with the slogan “Get ready in 5 minutes with PJAW.” The report outlines creative and media recommendations, including sales promotions, direct marketing, and public relations strategies. The plan also proposes building customer loyalty through various engagement tactics and emphasizes the importance of monitoring results to ensure financial success.

PJAW Loungewear
Executive Summary
This promotional plan offers an economical, practical, realistic and comprehensive
structure to introduce PJAW to the market. PESTLE analysis, Competitor analysis and
SWOT analysis will be used to understand the current situation of the apparel industry
better. The SWOT analysis demonstrates that having a strong social media presence
will yield the highest return. Based on that, PJAW should focus on expanding its
following on Facebook, Twitter, Instagram, and adding LinkedIn. These platforms, in
particular, offer the opportunity to develop high-quality content engagingly and
relevantly. Also, this plan will help increase traffic on the website and social media sites
while fostering two-way communication and engagement with customers. The plan lays
out the responsibilities and tasks for a social media manager to oversee, publish, and
manage content while additionally proposing the creation of partnerships with retailers
and non-profit organisations such as charities.
Major target audiences
PJAW differentiates itself by offering high quality low priced products, which also defines
its brand image. The primary target market consists of mainly female university students
of the age 23 to 38, as segmented from the demographical, geographical, psychographic
and behavioural point of view. To achieve recognition in the competitive apparel
industry, PJAW must look at the younger generation and find a way to convince them
that the product is a necessary purchase.
Time period of the plan
The tactics will also be carried out at intervals during the 6 months promotional period.
Campaign objectives
PJAW has established a sales goal of increasing online sales by 50%, achieving 50%
increase in brand awareness amongst the target market, and acquiring 5000 followers
on its social media sites, all in 6 months. This plan defines the strategies for meeting
these objectives.
Campaign theme/slogan
The theme of the campaign is _

PJAW Loungewear
Hence, the campaign slogan is “Get ready in 5 minutes with PJAW” / “From the sheets
to the streets in 5 minutes”
Key creative execution elements/media choices
The proposed channels of communication and tools, along with monitoring, will provide
an opportunity to improve this plan even further. Fortunately, many of these useful tools
are free and easy to manage. Because of this, the budget and time proposed are of
minimal costs. This plan will help achieve collaboration and engagement with customers,
and help foster a relationship with the local community. The results will be closely
monitored to ensure that the promotional techniques are producing the desired financial
results: sales and revenue growth, larger customer base, more shoppers converted to
buyers, increased repeat customers and return on investment that improves contribution
margins.

PJAW Loungewear
Table of Contents
Overview of PJAW........................................................................................................... 4
Brief Overview of Industry and Macro-environment..........................................................5
PESTLE Analysis.........................................................................................................5
Current Trends/Developments which may affect the promotional program..................7
Competitor Analysis...................................................................................................10
SWOT Analysis..........................................................................................................12
Target Market and Positioning Strategy.........................................................................13
Target Market............................................................................................................. 13
Positioning map..........................................................................................................14
Brand identity and message.......................................................................................15
Networking Strategy...................................................................................................15
Brand touchpoints......................................................................................................15
Promotional/Communication Objectives.....................................................................17
Creative Recommendations.......................................................................................18
Media Recommendations...........................................................................................18
Sales Promotions Recommendations (Consumer/trade)............................................18
Direct Marketing Recommendations..........................................................................19
Internet/Interactive Recommendations (including Social Media)................................19
Public Relations Recommendations...........................................................................19
Additional strategies to build loyalty, engagement, WOM...........................................20
Overall Campaign Flowchart......................................................................................21
Measurement and Evaluation.....................................................................................22
Conclusion..................................................................................................................... 23
References................................................................................................................. 23
Appendices................................................................................................................ 26

PJAW Loungewear
Overview of PJAW
 PJAW(pronounced “per-jaw”) was started to fill the gap in the loungewear market for
functional, stylish and affordable loungewear. Our mission is to bring a worriless life
to more students in universities. By creating PJAW, I also hope to build a community
of bold dreamers, fearlessly chasing their dreams, and being stylishly dressed for
this aspiration.
 The logo for PJAW (see appendix A) is minimalism as the brand reflects the
elements of sophistication, modernity and comfort.The colours of the logo display the
elements of warmth (brown-beige), clarity (white) and an overall soothing look.
 The slogans for PJAW are – “Be dressed for your dreams– from the sheets to the
streets.”, “PJs that you can wear out.” and“For when you need that extra 5
minutes.”PJAW is a reflection of my personality that is incorporated into the brand
that is relatable for people with a similar lifestyle. The letters J, A and W in PJAW
stands for the initials of my full name, Janelle Allysa Wong. The two letters, P and J,
come together as the abbreviation PJ for pyjamas. The reason for the combination is
because PJAW represents a reflection of me in everyone and everyone in me.
 Consumers could purchase the products from the proposed eCommerce website:
www.pjaw.com and browse for photos or reviews by searching @pjawmas on social
media platforms (see appendix B).
 PJAW-mas, the first product to be launched. I see pyjamas as a canvas for art and
express our creativity through unique prints. There will be no unnecessary cut-outs
because I believe in the essentials of functional design.Thedesignswill reflect three
core values: functionality, style and affordability.It will becomfortableand stylish
enough to live inbe it at home or in public.
 All of these are achieved while being conscious of the people and the
environment.Instead of using unnecessary plastic packaging, leftover fabric from
production will be used to create multi-purpose PJAW pouches that protect
ourloungewear.Being an eco-minded brand with sustainable and community-minded
values allow consumers to shop with a green conscience.

PJAW Loungewear
Brief Overview of Industry and Macro-environment
PESTLE Analysis
Table 1: PESTLE Analysis
Political factors
Corporate Culture and
Corporate Regulation
The ASIC Corporate Culture and Corporate Regulation stated that corporate culture is
an attitude, policy, rule, course of conduct or practice. Effective internal whistle-blower
policies are important in ensuring the right culture. A deemed ‘poor culture provision’, if
implemented, could hold the manager or firm accountable for an employee’s unlawful
conduct, unless the firm or manager could show that it had adequate procedures in
place to prevent the conduct (Medcraft, 2015).
Political influence on
fashion trends
Volatility due to political factors is not unexpected. As per the 2017 McKinsey report on
the fashion industry, “Geopolitical instability, terrorism, Brexit, and stalled trade deals
will all increase a pervasive sense of uncertainty in the global economy”. Apart from
terrorism, other kinds of political tensions have also kept affecting the world and raising
the level of uncertainty before the fashion industry.
Economic factors
Rise in production
cost and labor issues
The new computer and communications technologies will raise the pay of high-skill
workers but reduce the pay of low-skill workers (OpenStax CNX, 2016).
Consumer apparel
purchase decisions
Iwanow, McEachern, & Jeffrey (2005) stated that despite consumers possessing a high
level of awareness of ethical issues, results reveal that factors such as price, quality
and style have a more significant influence on their apparel purchase behaviour than
their concerns about the ethical practices of the supplier. A study also found that young
Australian consumers identified price as having the highest relative importance,
followed by brand, country of origin, style and ethical attributes (Jegethesan, Sneddon
& Soutar, 2012).
Income levels According to the Australian Bureau of Statistics (2018), there was a rise in income
levels on different years of the Australian Full-Time Adult Average Weekly Total
Earnings of 2.7% in May 2018 since May 2017, 2.1% in May 2017 Since May 2016 and
1.9% in May 2016 since May 2015. These data show a steadily increase in incomes
throughout the years.
Social-cultural factors
Consumers becoming
more eco-conscious
According to the Greendex country report, Australians are less likely to avoid excessive
packaging and environmentally unfriendly products (Greenpeace Australia Pacific,
2014). In 2011 to 2012, 62% of people aged 18 years and over were concerned about
environmental problems in general in Australia compared with 82% in 2007 to 2008

PJAW Loungewear
(Australian Bureau of Statistics, 2012).
Working conditions at
factories
Claudio (2007) stated that fierce global competition in the garment industry translates
into poor working conditions for many labourers in developing nations. As Robertson,
Brown & Dehejia (2011) quote Elliott and Freeman (2003), harsh working conditions in
apparel factories are at the centre of a large and growing debate about globalisation
and labour standards.
Increase in female
consumers
A study revealed that women are more likely to impulse buy than men and promotions
have a stronger effect on female consumers who are university students. Female
consumers’ buying intention is easily affected by advertising, displays of goods,
atmosphere, promotions and sales. Also, female impulse buying intention can increase
because of the performance of salespeople and recommendations from other
customers (Yang, Huang, & Feng, 2011).
Technological factors
Innovation Digital innovation goes behind the scenes: digitisation is a key to supply-chain
efficiency, lower procurement costs, and enhanced sourcing opportunities, as stated in
“The State of Fashion 2017”report.
New Technology ICAS (2018) stated that the risk from new technology involves the issue of digital
disruption as well as big data. More specifically, examples of risk include peer-to-peer
lending and, in industry’s case, peer-to-peer insurance. Digitisation, the growth of the
internet and explosion in the use of smartphones have allowed for the creation of
platforms such as aggregators and price comparison sites. In other countries, such
developments have had a negative impact on profitability (Sheedy, 2017).
Reputation or Brand
Value
According to Sheedy (2017), the rise of social media has played a role in the
prominence of this risk. With social media and the increased ability to utilise websites
such as change.org, which allows people to run petitions against businesses, a great
deal of traction can build around a grievance felt by an individual or a small group. It
can get to the point where it spills over and attracts the attention of traditional media,
which can introduce serious PR problems. In the last decade, these risks were not as
high, but now the individual has enormous power to hurt a business’s reputation.
Legal factors
Child labor and
minimum wages
allegations
Some Chinese workers make as little as 12-18 cents per hour working in poor
conditions, and it gets worse with the fierce global competition that demands ever lower
production costs (Claudio, 2007).
Tax and export
restrictions
The key taxes affecting businesses are Company (income) Tax, Capital Gains Tax
(CGT) and the Goods and Services Tax (GST). These taxes are all set by the
Australian Government (Australian Trade and Investment Commission, 2019).

PJAW Loungewear
The Competition and
Consumer ACT
The Competition and Consumer Act ensures that fairness and protection are
implemented in the business environment handling a variety of different parts of the
marketplace from supplier to competitors. Ultimately, this act enforces a just and
competent marketplace within Australia (Australian Competition and Consumer
Commission, 2018).
Environmental factors
Cotton production Conventionally grown cotton, one of the most popular clothing fibres, is one of the most
water- and pesticide-dependent crops (Claudio, 2007). These hazardous compounds
soaked in the cotton along with the toxins found in factories can negatively affect the
environment as well as humans during the production, usage and disposal (Guner &
Yucel, 2005).
Ecological production
and “eco-fashions”
With the increasing consumer awareness about less toxic and sustainable products,
businesses are switching to alternative fibres such as bamboo and hemp in developing
environmentally friendly apparel (Claudio, 2007). Since then, retailers large and small
are taking different steps to appeal to the environmentally conscious consumer and the
approaches include using fibres that require fewer pesticides, irrigation as well as
polymers created from plant-based materials (Claudio, 2007).
Transportation of
products
An increase of supply and demand leads to higher volumes of product shipments, and
those methods of transportation such as cars, jets and trains release harmful gases and
smoke that pollutes the environment (Rodrigue, 2017).
Climate change
awareness
In the CSIRO survey in 2014, the proportion was 78%, and in Climate Institute polling in
2016 it was 77% (Riedy, 2017). A substantial majority of Australians think climate
change is happening, and support a wide variety of initiatives to both mitigate and adapt
to the potential impacts (CSIRO, 2015). Likewise, the report by the Climate Institute on
Australian attitudes to climate change in 2016 found that 77% of Australians believe
climate change is occurring (Riedy, 2017).
After assessing all these concerned factors, both internal and external, some key
information prevailed that play a crucial role in deciding the future action of this
promotional plan. The apparel marketplace is becoming more eco-conscious due to the
increasing pressure from apparel companies to reduce their carbon footprint and create
eco-friendly products. Consumer trends in the apparel industry include fashionable
(looks attractive to wear) and lifestyle integration (use at home and public). The
recession and increase in raw material prices are major threats to companies in the
industry. The biggest opportunities come from the trend of more active lifestyles and e-
commerce. Overall, the economic factors are the most important to companies in the
apparel industry.

PJAW Loungewear
Current Trends/Developments which may affect the promotional program
The Retail Value RSP of the apparel industry market size in Australia is predicted to
have a gradual incline over the next five years, currently standing 14,559.7 in 2018 and
expected to reach 16,167.8 in 2023, as stated on Euromonitor (2018).
Figure 1: Sales of Womenswear in Australia
As shown in Figure 1, Womenswear is
projected to record a retail value CAGR of
2% at constant 2017 prices over the
forecast period, to reach AUD10,242 million
in 2022.The category's steady performance
can be attributed to the growth of fast
fashion brandssuch as Cotton On and H&M,
appeal to consumers through affordable
price points, frequent new product launches
and regular price promotions(Euromonitor,
2018).
Figure 2: Sales of Womenswear in Australia by
Category
In the competitive landscape of both
company and brand shares of
womenswear, private label holds the
leading positioning of the highest
increasing share of 14.6%, beating all fast
fashion brands (Euromonitor, 2018). As
shown in Figure 2, women’s nightwear has
the lowest growth percentage and a
significant lower Retail Value RSP
compared to women’s outerwear which
recorded the most substantial growth. However, Figure 3 shows that although the sales
of women’s nightwear have been fluctuating throughout the years, it is foreseen to have

PJAW Loungewear
a steadily increase in the coming years. As such, PJAW needs to be position itself
according to the modern consumers’ needs to achieve the highest success rate.
Figure 3: Sales of Women’s Nightwear in Australia
Besides the current growth trend of the womenswear market in Australia, population
growth is another important aspect that will influence economic development and affect
businesses. The steady growth of population numbers foreseen as indicated in Figure 4
means steady flows of new consumers and a growing population brings growing supply
and demand in equal proportion benefiting businesses.

PJAW Loungewear
Figure 4: Population Growth Index

PJAW Loungewear
Competitor Analysis
Table 2: Competitor Analysis
Competitor Peter Alexander Gingerlilly Jasmine and Will Hello Mello
Positioning Trendy, youthful
and vibrant brand
Latest Fashion Excellent shopping
experience
Style and Affordability
Target
Market
Men and women
who has a keen
eye for fashion and
trend, as well as
quality products.
Affluent individual
who seek for status
and quality products.
Middle to upper income
class individual who seek
for social status, exclusivity
and high quality products.
Working class
individual who lead a
humble lifestyle and
seek for affordable
fashion.
Pricing RRP AU $69.95-
99.95
RRP AU $59.90-
109.90
RRP AU $75-349 RRP AU $12.99-
29.99
Brand
elements –
logo, slogan
etc.
Logo:
Slogan/s:
 Shop Pyjamas,
Sleepwear,
Gifts &
Candles
Logo:
Slogan/s:
 Designer
Sleepwear,
Pyjamas,
Loungewear
Logo:
Slogan/s:
 Luxury Sleepwear,
Personalised Pyjamas
& Loungewear
Logo:
Slogan/s:
 Unwind in Style
Value
offering
Being a part of a
community and
building loyalty.
Timelessness and
heritage in every
designer product.
Craftmanship, outstanding
quality and creativity.
Innovation, comfort
and sustainability.
Promotional
tactics
 Print and
Social Media
advertising
(Facebook,
Instagram)
 Sales on
seasonal items
 No sales on
classic items
 Social Media
advertising(Faceb
ook, Twitter,
Instagram,
Pinterest,
YouTube)
 Sales on
seasonal items
 No sales on
classic items
 Social Media
advertising(Instagram,
Facebook, Pinterest)
 Sales on seasonal
items
 No sales on classic
items
 Social Media
advertising(Faceb
ook, Instagram)
 No
sales/discounts
Strengths
and
Weaknesse
s
Strengths:
 Wide range of
products
 Internationally
Strengths:
 Serves best and
quality products
 Strong website
Strengths:
 Strong celebrity
endorsement
 High brand image and
Strengths:
 Products are
affordably priced
 Low cost with

PJAW Loungewear
recognised
brand name
 Celebrity brand
endorsements
 Delivers
internationally
Weaknesses:
 Brand image
closely tagged
to competitors
 Only Australia
and New
Zealand sites
and social media
presence
 Product range –
price and variety
 Distributors in
7countries
Weaknesses:
 Higher prices on
its products
 Products only
available in
selected stores in
Australia, NZ and
Canada
 Being inactive on
social media
platforms
high value perception
 Premium quality
products
 Upscale brand
 Exclusivity
 Delivers internationally
Weaknesses:
 Luxury priced products
 Narrow target market
 Lacks stores worldwide
 Brand only provides
womenswear, no
menswear
innovative and
fashionable
designs
 Delivers
internationally
Weaknesses:
 Little to no
promotions
 Only target below
high end
customer
 No physical
stores
 Lower brand
awareness
 Brand only
provides
womenswear, no
menswear
The Australian monopolistic loungewear market consists of four leading companies,
Peter Alexander, Gingerlilly, Jasmine and Will, and Hello Mello. These competitors sell
similar products and target fashionable young consumers. Other competitors to PJAW
would be Bras N Things and Sheridan because they position themselves in the
loungewear market and Uniqlo because they target consumers who are conscious of
sustainability and ethically sourced products.

PJAW Loungewear
SWOT Analysis
Table 3: SWOT Analysis
Strengths Weaknesses
 Digital presence is abundant in ecommerce
 Eco-conscious and community-minded brand –
products are made up of recycled materials
 Focus on sustainability initiatives strengthening
the brand image
 Cost advantage
 High quality products
 Well defined niche market
 High exposure, low cost advertising
 Good ethos – be yourself, self-expression,
diversity
 Against animal testing
 Support charities
 Target market becomes limited as it has less global
presence
 Private company – difficulty in acquiring funding
 Limited products means users with specific needs will
switch to alternatives
 New to Australia online markets compared to
competitors Peter Alexander, Gingerlilly, Jasmine
and Will, and Hello Mello
 Lack of awareness –emerging new brand
 Marketing – accessibility to the public (e.g.
magazines)
 Consumers’ preferences and fashion trends are
changing rapidly
 No reputation
Opportunities Threats
 To expand its market by including men’s style
 To use the digital revolution to its full advantage
 Expand its presence in emerging countries
 Continuous innovation and support
 Digital market
 Capture the younger generation consumers
 Global market penetration and utilisation of
online marketplace
 Growing presence to shop online
 Expanding advertising in being more socially
responsible in the environment
 Plus-size consumer market growth
 Customer loyalty interfaces with profitability
 New brand in the market will take time to build brand
loyalty
 Competitors pricings will have constant comparison
between customer’s choices
 Increased competitioncan potentially impact sales
 Economic conditions and significant fluctuations in
exchange rates
 Sustaining brand image and value
 International economic instability affecting the supply
chains
 Digital disruption
 Price of cotton has increased globally which causes
higher raw material costs
 Obesity problems in the world – need to extend sizes

PJAW Loungewear
Target Market and Positioning Strategy
Target Market
Table 4: Target Market
Millennials Demographic
factors
Geographic factors Psychographic
factors
Behavioural factors
Image via Ariel Skelley
on gettyimages
Gender: Female
Age: 23 - 38
Income:$65,000+
Occupation:
Students
Social
class:Middle to
upper
Education:
University, TAFE,
High School,
Certificate,
Bachelor’s Degree,
Master’s Degree
High Socioeconomic
Regions
Urban/suburban:Trendy
areas
City size:Moderate to
big, Densely populated
capital cities
Climate:Subtropical
Australian Climate
State size:Nationally
focused on Queensland,
Victoria, New South
Wales, Larger East
Coast States
Lifestyle:
 Spend a lot of
time studying
 Trend setting
 Active on Social
Media
 Always on-the-go
 Environmentally
conscious
 Socialising in
outdoor venues
Motives: Looking for
multipurpose clothing
that suits different
occasions
Personality:Driven /
Motivated / Confident
/ Egoistic / Outgoing /
Proactive
Volume of
usage:Daily or
every other day
(medium to high)
Benefit
expectations:Cost,
Convenience,
Comfort, Style,
Quality, Durability
Brand
loyalty:Lowto
Medium (due to
constant
comparison and
they are
experimentative)
Price
sensitivity:Low to
Medium
Occasion: At
home or school, in
public
The educated young adults are in a position of their lives where they are aware of and
up to date with changes within their environment, like to keep up with current trends and
lead a busy lifestyle. Their daily routine consists of mostly studying and working part-
time jobs. They mainly reside in high socioeconomic regions of densely populated
capital cities such as Queensland, Victoria, New South Wales, Larger East Coast states
with a subtropical climate. They have a high social media usage and are constantly
exposed to advertisements on those platforms. They tend to have median brand loyalty
as they are experimentative and compare different brands. They also have median price

PJAW Loungewear
sensitivity due to the willingness to pay for a quality product, and especially if they
resonate with the brand’s values.

PJAW Loungewear
Positioning map
Figure 5: Perceptual Map (Quality and Price)
Figure 6: Perceptual Map (Design and Marketing Approach)
High in Price
Premium Quality Loungewear
Standard Quality Loungewear
Low in Price
Effective Marketing Approach Limited Marketing Approach
Modern Design (Fashionable)
Traditional Design (Classic)

PJAW Loungewear

PJAW Loungewear
Brand identity and message
Figure 7: Brand Identity Prism
Physique
From sheets to streets,
always comfortable. Soft
and cosy feeling: “white”
and “brown-beige” colours.
Personality
Chic, refined, modern yet classic,
casual.
Relationship
Embrace and drive
change, the adventurous,
creative and open minded.
Culture
Aestheticism, easy, affordable
luxury, Australian.
Reflection
Young women (Millennials
Generation Y, Gen Next),
style, individualism,
trendsetter.
Self-Image
Quality-oriented, environment and
ethically responsible, confident,
inspired, fashionable.
Networking Strategy
Objectives
 Get 1,000 Facebook, Instagram, Twitter followers
 Evolve as a market leader (first-to-know, purchase influence, trendsetter)
 Listen and engage in conversation with prospects, customers and industry
leaders
 Share brand information, industry news and “personal” information
 Strategic partnerships with retailers and non-profit organisations (charities etc.)
Tactics
 Offer special deals
 Share news and interact
 Find and follow relevant people
 Tweet and retweet regularly
 Post photos and stories daily
 Google AdWords campaign
 Social media Ads (Facebook, Instagram etc.)
PICTURE OF SENDER
PICTURE OF RECEIVER
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

Product Packaging, Postal/ Shipping Packa
After sell service, Customer Support, Newsletters, Billing, Refund Policy, Feedback, Follow up, Initiatives & Promotion.
Websites, Landing Pages, E-Commerce, Mobile Websites, Mobile Apps (e.g. www.pjaw.com)
Event design, TV Ads, Billboards, Promotional Products, Email Marketing, Affiliate Advertising, Blogs, Display Ads, Printed A
Profile Images, Advertising, Post Images, Video(e.g. Facebook, Instagram, Twitter @pjawstyle)
Business Cards, Custom
Purchase Rewards, Referral Programs (e.g. Cash Bac
Satisfaction Surveys, Online Re
Community, Emotional Engag
Social Media Sites
Advertising
Website
Product Packaging
Receipt
Sales Reps
Customer Service
Loyalty Programs
Product Quality
PJAW Loungewear
Brand touchpoints
The visual brand identity of PJAW is exhibited through three touchpoint categories: Pre-
Purchase Experience, Purchase Experience and Post-Purchase Experience. Figure 8
also shows examples of brand-consumer touchpoints that will heighten the brand
experience and value. Initiatives to be taken during Pre-Purchase includes SEO/SEM,
Affiliate marketing, PR, partnerships, Social Media Marketing, Online deals and offers.
Likewise, initiatives during the Purchase stage comprises of Customer service,
Customer relationship management, Customer satisfaction program and surveys. Lastly,
initiatives during Post-Purchase are Customised direct marketing, Loyalty program and
benefits.
Figure 8: Brand Touchpoints
PurchaseExperiencePost-PurchaseExperiencePre-PurchaseExperience

PJAW Loungewear
Promotional/Communication Objectives
Table 5: SMART Strategy
Objective Specific Measurable Attainable Realistic Time-bound
Achieve an
increase of 50% in
direct sales from
the website within
6 months
Monthly sales
generated in retailers
Balance Sheet/
Income Statement
Demand of
replenishing the stock
Monthly reports
Aim for a profit
in sales of
16.7% every 2
months,
totalling a
return on
investment of
50% by 6
months
Sales team
Marketing
departmen
t
If sales have not reach
16.7% by 2 months,
consider increasing
promotional exposures,
i.e. through TVAds
keeping up a sound
social media presence,
and look at
implementing
Billboards domestically
within Australia
Review at 2
months, 4
months and 4
months
Check in weekly
to see progress
of sales
Increase brand
awareness
amongst the target
market by 50% in
6 months
The click-through
rates (CTR) to
measure the number
of visits to the
website (through
Google AdWords),
email and advertising
campaigns
Increase
brand
recognition by
25% at 3
months and
50% by 6
months
ITteam/
Website
manager
Marketing
departmen
t
Provided that the
website visits reaches
less than 25% by 3
months, consider
optimising keywords to
increase the number of
potential customers
who find the website
Review click-
through rates at
6 and 12
months
Acquire 5,000
followers to social
mediasitesin 6
months
Analyse Social Media
Insights:
Activity - Interactions,
Profile and Website
visits
Discovery - Reach
and Impressions
Audience - Followers
and their locations,
age range, gender
Reviews on customer
feedback (comments
on posts) and how
they are responding
Aim for 2,000
Instagram
followers
every 2
months,
totalling 5,000
by 6 months
Aim for 10,000
reach and
impressions
on Social
Media
activities
Marketing
departmen
t
Social
Media
manager
Presuming that the
social media analytics
have not reach the aim
by 2 months, consider
increasing Social
Media
(giveaway/contest) and
in-store advertisements
(posters in retailers)
Review of
Marketing
success at 6
months to allow
time for
advertising
campaigns to
gain a
reasonable
level of reach to
the consumer
market

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to advertising

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Creative Recommendations Message Strategy
The message that is being communicated by the organization is based on
the mitigation of the issue faced by women while getting dressed. The
offering of PJAW is to provide women with PJAW loungewear, which will
reduce the time required for dressing up. The tag line of the campaign
“Get dressed in 5 minutes with PJAW loungewear.” will be helping to
attract the attention of the customers more proficiently.
 Message Appeals
The advertisement will stimulate the interests among the customers
relating to convenience and confidence through the enumeration of PJAW
loungewear, which will help the customers in minimizing the dress up time. It
appeals to the psychology of most of the women who face issues in managing
their time while getting dressed.
 Rationale for Creative Recommendations
The creative recommendations will be helping the organization in maintaining the
efficacy of the promotional activities while adhering to the needs of the customers.
-
 Executions
The execution of the creative recommendations will be facilitated through the
utilization of Storyboards.
Media Recommendations IMC Strategy
The strategies chosen are Influencer Advertising, Sales Promotion, Word
of Mouth, Social Media. The organization might also utilize magazines
which are primarily targeted towards women whose age ranges from 25-
49 years. The sales promotion and different marketing initiatives of the
organization will be helping in targeting the wide range of customers in
the different international markets. On the other hand, the social media
promotions of the organization will help the same in maximizing the
promotional activities as per the needs of the business.
(brief overview of these strategies)
- Media Mix Recommendations and Rationale
o Geographic Scope
o Scheduling Pattern (flowchart e.g. GANTT)
o Reach and Frequency
Sales Promotions Recommendations (Consumer/trade) Objectives
-The objectives of undertaking the sales promotion in the organization is
to increase consumer demand, to receive potential buyers, increasing the

PJAW Loungewear
size of purchases and improve product availability in the different market
sections.The maximization of the sales is dependent on the awareness
that is created by the organization as per the objectives of its growth in
the international markets. Sales Promotion Plan/Timing
-
Goal Strategies Timeframe
Increase the
engagemen
t of the
customers
Emails,
newsletters,
sharing of
facts through
social media
3 weeks
 Rationale
The AIDA model will be helping the organization in enforcing the
operations of the same as per the objectives of the business. The model
will be enumerating the different steps in order to maintain the efficacy of
the sales promotion in the aspects of understanding the needs of
customers relating to Attention, Interest, Desire for justifying the Actions
of the organization.
-
Direct Marketing Recommendations Objectives
-The primary objective of undertaking a digital marketing campaign is
based on the organizational needs of building awareness among the
customers. The mass awareness of the customers in the organization will
be helping the same in maintaining the efficacy of the promotional
activities as per the needs of achieving sustainable objectives. DirectMarketing Plan/Timing
Goal Strategies Timeframe
Making the mass
aware of the
propositions
Utilization of CRM
in order to
communicate with
the target
customers
3 months
- Rationale
The direct marketing initiatives of the organization help the same in maximizing the
sales even without the influence of campaigns. The direct marketing initiatives assist an

PJAW Loungewear
organization in enhancing the availability of the products in the market and sales
maximization through creating awareness among the group of consumers.
Internet/Interactive Recommendations (including Social Media) Objectives
The major objective of undertaking the Interactive marketing is dependent on the
identification of the rééquipements and concerns of the target group of audience. The
delineation of the needs of the customers helps an organization in enhancing the
marketing operations as per the needs of the customers. The assessment of the market
dynamics helps the organization in upholding the efficacy of the marketing operations as
per the concerns of the customers. Strategies/ Executions/Timing
-
The common strategies that might be utilized by the organization is social media
integration and digital media communication for making the customers aware of the
propositions.
 Rationale
The organization might undertake Internet/Interactive marketingto makemajority of the
customersaware of the different propositions through the utilization of digital and social
media platforms. The utilization of the digital and social media platformswillbehelping the
concernedorganization in upholding the efficacy of the operations as per the needs of
the business.
Public Relations Recommendations Objectives
Creating a launch event for PJAW Strategy/ Execution
-The organization might utilize the social media platforms for making the target audience
aware of the launch event for PJAW. Utilization of the social media platform will be
helping the organization in maximizing the promotional lines and making most of the
target audience aware of the different propositions. Scheduling/ Plan
Held during the _ month of the 6 months promotional period. Rationale
-The rationale for undertaking the PR is to establish strong bonds of communication with
the target audience of the business. It will be helping the organization in maintaining the
efficacy of the operations as per the needs of the venture.
Additional strategies to build loyalty, engagement, WOM

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 Actively participate on awareness and CSR activities
 Increase efficiency with advance and new technology
 Introduce wide range variety with several design and price
 Provide special offers and sales on occasion
 Cope with dynamic environment
 Understand the customer more in depth
 Frequent exhibitions and events
 Meet competition with advance design and promotional activities
 Introduce new design with quite lower price than competitors
 Actively gather information of customer changing trend and preferences

PJAW Loungewear
Overall Campaign Flowchart
A one-page summary diagram showing the timing of the major elements, events, and activities of the campaign.
Table: Gantt Chart

PJAW Loungewear
Measurement and Evaluation
The objectives in this promotional plan all revolve around two essential elements:
increasing sales and increasing interest, both in the retailers' stores as well as online.
These elements are the measurable criteria on which the plan will be evaluated. There
will be testings throughout the 6 months to gather information about the specific aspects
of the plan as well as pre- and post-testing to assess the plan as a whole. The
measurement and evaluation plan will include a variety of methods and will gather both
qualitative and quantitative data.
PJAW will gather people into focus groups to show material from the campaign as well
as the direct marketing and sales promotion ideas to collect feedback. Some qualitative
data collected includes, whether the message is clear, do the direct marketing, and sales
promotions motive the consumer to purchase from PJAW and shortlist the preferred
ideas.
Feedback surveys will be used after purchases, with links to online surveys being printed
on the receipts and emailed to PJAW loyalty club members. Additional qualitative data
will be gathered from questions that focus primarily on how the consumer know about
the brand, how content they are with various aspects of the shopping experience, and
how likely they are to recommend the brand to friends.
Social media metrics will be used throughout the campaign. Measuring the reach,
engagement, acquisition, and retention of consumers will particularly useful given that
the majority of the campaign will be delivered using social media channels like
Facebook, Twitter and Instagram. Not only with the data collected provide insight into
who the consumer is, but how many of them exist and where they are.
The methods used to assess the brand’s exposure includes reviewing the visits, views,
followers, fans, subscribers, and brand mentions. Likewise, the aspect of influence is
measured by the share of voice, sentiments, and top influencers report. The
engagement rate is determined from the number of clicks, retweets, shares, @replies,
DMs, wall posts, and comments.

PJAW Loungewear
Conclusion
The purpose of this promotional plan is to help promote PJAW brand recognition and
enhance product selling. This plan analysed existing trends in the apparel industry and
identified the competitors’ strengths and weaknesses to improve its position in the
marketplace.
The target market is segmented as educated young millennials, specifically female
university students who reside in high socioeconomic regions with a subtropical climate,
based on the demographical, geographical, psychological, and behavioural aspects. A
typical PJAW consumer is looking for an easy choice and wants to have worry-free days
hence PJAW products are created which would be a useful product for the targeted
consumers and profitable for the brand.
The information gathered about the brand, its customers, its markets, and its competitors
are then utilised to provide measurable goals. If the strategies and tactics are followed,
the brand community, sales, awareness goals can be achieved within the 6 months.
(key elements of your strategy)
To sustain in a very highly competitive world, PJAW should continuously keep an eye on
its pricing policies and promotional strategies. Finally, more research should go forward
to identify and test the global market segment for future opportunities to expand its
consumer base.

PJAW Loungewear
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Appendices
Appendix A: Logo
Appendix B: Instagram page

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Appendix C: Storyboard
-