MRKT11029 Term 1 2019: Radian Jeans Australian Marketing Plan

This report outlines a marketing plan for Radian Jeans, a women's apparel company, aiming to enter the Australian market. The plan begins with establishing marketing objectives, including acquiring market share, creating product awareness, and customer acquisition. It then details market segmentation based on demographics (education, gender), behavior (age), psychographics (lifestyle), and geography (urban/rural). The target market is defined as less educated, young, urban females who prefer casual wear. The marketing strategy focuses on promotion (advertising) and place (physical and online stores, direct supply). The report also emphasizes adherence to Australian marketing ethics and legal requirements. The plan projects for six months, with success measured against the stated objectives.

The study is about an apparel company Radian Jeans. The company deals exclusively in women
clothing. Radian Jeans wants to enter the Australian apparel market. The Australian market has a
population of 12.4 million women marking it an ideal market for the product. There are other
major players in the industry such as Premier Investment Limited and fashion brand H&M
A marketing plan is quite essential for Radian Jeans to succeed. -the marketing plan will be a
projection for six months where the company will evaluate its success. Success will be measured
by the following objectives:
1. Acquiring a market share of at least 5%
2. Create awareness of the new product in Australia, thus ensuring the market is well aware
of the product’s presence in the market and product specifications.
3. Customer acquisition which involves creating customers loyalty from customers who are
loyal to other brands
After establishing the market objectives, the next step will be market segmentation. Market
segmentation will involve subdivision of the market in a bid to understand customer specific
needs.
The market will be subdivided according to:
1. Demography –The market will be subdivided according to education and Gender. People
with higher education tend to be employed in white collar jobs where the dress code is
mostly formal. On the other hand, less educated people end being self-employed or
engage themselves in white collar jobs. As for gender, the company sells women clothing
2. Behavioral – people of different ages tend to have different tastes and preferences for
clothing attire.
3. Psychographic – the market will be subdivided into people’s lifestyle and activities.
Lifestyle is all about people dressing sense of fashion. On the other hand people’s activity
tends to influence how they dress.

4. Geography – division of market according to rural and urban sectors. Urban residents
tend to have a taste for what's trending and are also likely to spend more on clothing than
their rural counterparts.
Having done marketing segmentation, it was established the target customers were:
1. Females – company only produces female apparel
2. Less educated – have no formal wear and prefer casual clad and hard material clothes
as most of them engage in manual labor
3. The youth – target will be young people aged between 13 to 28 years who like casual
wear and a particular taste for jeans
4. Urban dweller – are into fashion which changes rapidly hence are likely to buy
clothes on a regular basis.
The next step will be to do a marketing position which will be intended to wade off competition
from rival firms and also ensure that Radian Jeans is relevant in the market.
The strategies the company will use will be:
1. Promotion – creating awareness of the product
2. Distribution – this will be the sales channel to be established
3. Branding – differentiating radian jeans from similar products
The marketing strategy will be the next step which involves turning potential customers into
actual customers. Marketing strategies involves the 4p’s, that is; place, promotion, price and
product. However Radian Jeans will use the place and promotion strategy.
1. Place – the company will set up stores where customers will access the company’s
product. The company will establish physical stores and also supply directly to
supermarkets in a bid to cut on costs related to running. Directly supply also cuts off
middlemen and the costs involved thus making the product price competitive. The
company will also introduce online stores and delivery services.

2. Promotion – creation of awareness of the product via advertisements on radio and
television during peak hours such as between trending programs. The company will also
advertise on billboards along busy traffic routes and also on social media to reach its
youthful target.
In the course of its operations the company will be sure to follow all the marketing ethics and
legal issues as required in the Australian market. Legal obligations for corporations in the
Australian market are outlined in the Corporations Act 2001