Individuals in Society Project 3: Rowlinson Knitwear Marketing Mix

This project report analyzes the marketing mix strategies for Rowlinson Knitwear, a UK-based clothing company, considering its potential expansion into the Chinese market. The report begins with an introduction to the importance of a marketing plan and the marketing mix, including product, price, place, and promotion. The 'Product' section discusses the company's offerings and the potential benefits of entering the Chinese market, highlighting the large employed population and increasing demand for clothing. The 'Price' section examines pricing strategies, considering consumer behavior and the competitive landscape, particularly the presence of rivals like Alibaba. The 'Place' section focuses on distribution channels and the importance of complying with Chinese standards and utilizing online platforms like Tmall Global and JD. The 'Promotion' section emphasizes the use of digital technologies, such as WeChat and paid advertisements, and the potential of celebrity endorsements. The 'People' section discusses the need for employee training and recruitment of skilled Chinese personnel to effectively serve the Chinese market. The report concludes by summarizing the key findings and recommending that Rowlinson Knitwear conduct thorough market research and implement appropriate strategies to succeed in China.

Individuals in Society project
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Table of Contents
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
Marketing Mix............................................................................................................................1
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing plan is an essential need of every organisation in order to reach their business
products to their targeted customers and achieve their loyalty as well. It includes marketing mix
which consists of product, price, place, process. Promotion, people etc. It assist selected
company i.e. Rowlinson Knitwear to attain strong position in market and achieve huge customer
base which in results increasing their sales as well as revenue (El-Haddadeh, Weerakkody and
Peng, 2012).
TASK
Marketing Mix
It refers to set of actions or tactics which are implemented to promote brand or
products/services in the market. It includes several elements such as product, price, place,
promotion, people etc. Therefore, such tactics are more useful to adopt by Rowlinson Knitwear
in order to attract customers and increase its sales and brand value (Zhou and Wang, 2014). It
can be further understood under the below:
Product: It refers to the offerings on the basis of which an organisation facilitates
customers in getting maximum satisfaction level. Rowlinson Knitwear is clothing company of
UK which deals in offering school and corporate wear garments to the people of UK. The
decision of expanding business to China will may bring profitable result company due to having
high employment rate. According to the statistics, China have attained 1,390.08 million as total
number population out of which 774.51 million people are employed. This will help Rowlinson
to increase its sales figure through manufacturing corporate wear garments according to the
needs and requirements of employed people. Apart from this, the demand of clothing products
in china is always increasing thus reaching business to China with corporate and school wear
garments having different and attractive design and pattern help in attracting maximum number
of targeted people in China (Khurshid and et. al., 2013).
Price: It refers to amount value which is charged on products and services offered by an
organisation. It is most crucial factor which can influences the interest and buying behaviour of
targeted customers which indirectly affects company's sales figure as well. Therefore, it is
important for an organisation to set an effective pricing strategies which can be done through
conducting market research in which the preferences and willingness of customers to pay for
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products and services are easily identified. According to data collected from research, In China
the people spends more on clothing products. They mainly focuses on brand at the time of
purchasing instead of price. Therefore, it may difficult for Rowlinson Knitwear to sell its
products but it can be possible through adopting an effective marketing tools and techniques
which are later on discussed in “Promotion” element. Apart from this, Alibaba is become
toughest rivals in China among Rowlinson Knitwear due to which it is important to maintain
price of their clothing products as well so as to attract maximum number of targeted people (Hutt
and Speh, 2012).
Place: It refers to the location where the company decide to sell its products and services
in order to generate huge revenues. As Rowlinson Knitwear is decided to reach their clothing
products and services to the people of China in order to attain huge customer base. For this, it is
essential for company to comply with Chinese national GB standard which applies to textiles and
clothing. Such standard ensures safety, quality, labelling, usage etc. in order to facilitate Chinese
people to get maximum satisfaction level. Apart from this, China is become more and more
digitalized and is well ahead than other countries. Therefore, to distribute their clothing products,
using online platform is beneficial for company. For example, Tmall Global (Tianmao) and JD
(Jingdong) are such two popular online platforms which is more helpful for Rowlinson Knitwear
to sell its clothing products and services to the maximum number of targeted people (Lee and
Carter, 2011).
Promotion: It is related with promoting brands and its products and services towards the
targeted people or nation with an objective of helping them in acquiring proper knowledge about
their offerings. As China is much far ahead than other nations in using digital technology
therefore it will be beneficial for Rowlinson Knitwear to promote their clothing products using
online technologies. It includes social media platform such as WeChat where approx. 750
million users of china are active online. Along with this, google paid advertisement, hiring
Chinese celebrities etc. are some other promotional techniques which brings awareness among
Chinese people and create interest among them to purchasing clothing products and services of
Rowlinson Knitwear. For example hiring any celebrities of china to promote clothing products
through playing role in advertisement help in grabbing an attention of large number of Chinese
people. It will directly make positive impact on the brand image as well as revenue of company
(Tan and Sousa, 2013).
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People: It is related with the individuals engaged in doing various business activities in
an effective and efficient manner so as to achieve desired goals and objectives within pre-
determined time period. To expand business to China, the management of Rowlinson Knitwear
are required to trained their existing employees so that they can effectively work on using digital
platform so as to attract targeted people of China. Along with this, it is also important for
Rowlinson Knitwear to recruit and fill their workforce with Chinese skilled people so that an
organisation can able to deal with customers living in china in more effective and efficient
manner. A Chinese individual understand the culture of china along with the interest and
perception of Chinese people towards clothing products thus it will help in getting support from
recruited Chinese employees and performs according to the their direction (Marketing Mix,
2018).
CONCLUSION
It has been concluded from the above project report that Rowlinson Knitwear can
diversify its business to China if proper plans and policies related with price, product, promotion,
selection of distribution channel, recruitment and development of employees etc. are properly
implemented. For this, the company need to first conduct research through using online platform
and according to which implement corrective action plans in order to sustain their products and
services in China market.
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REFERENCES
Books and Journals
El-Haddadeh, R., Weerakkody, V. and Peng, J., 2012. Social networking services adoption in
corporate communication: the case of China. Journal of Enterprise Information
Management, 25(6), pp.559-575.
Hutt, M. D. and Speh, T. W., 2012. Business marketing management: B2B. Cengage learning.
Khurshid, M., and et. al., 2013. Marketing capability and export performance: The moderating
effect of export performance. South African Journal of Business Management, 44(3),
pp.59-70.
Lee, K. and Carter, S., 2011. Global marketing management. Strategic Direction, 27(1).
Tan, Q. and Sousa, C.M., 2013. International marketing standardization. Management
international review, 53(5), pp.711-739.
Zhou, L. and Wang, T., 2014. Social media: A new vehicle for city marketing in
China. Cities, 37, pp.27-32.
Online
Marketing Mix. 2018. [Online]. Available through:
<http://www.marketingteacher.com/marketing-mix/>.
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