Detailed Marketing Report: Strategies for Rowlinson Knitwear's Growth

This report focuses on developing an entrepreneurial marketing plan for Rowlinson Knitwear, a UK-based manufacturer of high-quality personalized clothing. The report begins with an introduction to marketing and entrepreneurial marketing, followed by an executive summary and a detailed marketing audit, including internal and external analysis using a SWOT framework. Key objectives are outlined, including increasing profitability and website traffic. The report then delves into understanding the target audience, demographic, lifestyle, and social media engagement. It explores social media zones and vehicles, experience strategies, and an activation plan. A marketing budget is presented, and the importance of managing and measuring marketing efforts is emphasized. The report concludes with references to the research conducted.

Entrepreneurial
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
Executive Summary....................................................................................................................3
Marketing Audit..........................................................................................................................3
Objective.....................................................................................................................................5
Gather insights into target audience............................................................................................5
Social media zone and vehicles ..................................................................................................6
Experience strategy.....................................................................................................................7
Activation plan............................................................................................................................7
Marketing Budget: .....................................................................................................................8
Manage and measure...................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing can be referring as all those business activities that helps in promoting
product and services (Nijssen, 2017). It includes creating awareness about good or services
which are offered by company in market area. Entrepreneurial marketing is more about
developing strategies for promoting offering of company in order to attain growth and
development. Chosen company for this report is Rowlinson Knitwear. This is UK based
company which is providing high quality personalised cloths. It is manufacturing premium
quality garments for independent retailers of corporate wear and school wear. This report
includes marketing audit in order to determine current marketing situations. It consists of social
media marketing plan which help in improving promotion of products and services of company.
This report includes social media strategies that can be used by selected for attaining goals.
Main Body
Executive Summary
Social media marketing is refers to a form of marketing that helps company to promote
its products and services by utilizing different social networking sites. This is a very effective
tool to increase awareness about offering of company. Rowlinson Knitwear is a small scale
enterprises which is located in UK. This company is manufacturing high quality school uniform
and corporate wear. Rowlinson Knitwear is not directly supplying its products to customers but it
has independent retailers who are offering its products. Aim and motive of this report is to
develop an effective marketing plan so that company can attain its desired goals. Social media
marketing plan includes different steps for starting of determining objective to successful
implantation of plan as well as measuring and evaluating performance of plan.
Marketing Audit
It refers to a term of examining and analysis environment as well as objective of
organisation. Marketing audit is very helpful in developing better plans and strategies so that
company can attain its objectives (Sethna, Jones and Harrigan, 2013). It leads to reviewing of
marketing plan, objective as well as strategies that can be executed by small business. Rowlinson
Knitwear company should conduct marketing audit so that it can have better understanding about
internal and external market area as well as strategies which helps in accomplishing desired
goals.

Internal analysis:
For internal analysis company refers to identify its strengths and weakness as well as
future opportunities and weakness of company. SWOT analysis of Rowlinson Knitwear
company is mention below: Strength– This company has developed its brand image in market area as its was
established from many years. Rowlinson Knitwear is selling personalised high quality
school wear and corporate wear products (Lodish and et.al., 2015). Its specialisation in
embroidery and knitwear can be consider as its strength. It has well trained and
developed teams which is focusing on continuous improvement and growth of business. Weakness- This includes all those areas where company is lacking and it needs to be
improved. Rowlinson Knitwear company is only established in UK where as it
competitors are providing its services to larger market area. Company is providing its
products through independent suppliers and not offering directly to customers. Opportunity– There are various opportunities available to Rowlinson Knitwear through
which it can increase its productivity and profitability. This company can offer its
products through online sources. Company should promote and market its products and
services though different social media platforms. This will help company in attracting
more customers as well as increase its sales. Threat– It is an area that can harm business and its activities. Rowlinson Knitwear
company is a small scale company so its biggest threat is from rival company. This
organization has to face huge competition in order to provide its products to customers.
External analysis:
There are several external factors that can have major impact on Rowlinson Knitwear
business. Political factor- Rowlinson Knitwear is a small scale business and government is
developing various rules and policies that will help these companies to achieves their
goals and objectives (Morris, 2015). Stability of political party is a opportunities for this
company as rules and regulation will leads to growth of business. Economical factor- Rowlinson Knitwear company is located in UK and this country has
one of the high economic growth rate in the world. Economic condition will directly

impact purchasing power of customers so it is an advantage for this business. This factor
will helps company to effectively implement its plans and strategies. Social factor- It consist of attitude, believes, lifestyle, culture, status of society.
Company needs to identify demand of customers and develop products as per their
requirements (Miles and et.al., 2015). Rowlinson Knitwear needs and wants is
continuously changing and this can have negative impact on business.
 Technological factor- UK country has one to the advance technology in market area.
Technological factor consists of new and innovative technology used by company in
order improve their performance and profitability. So it can have positive impact on
business of Rowlinson Knitwear.
Objective
Objective can be referring as a desired goals or targets of company that needs to be
achieved by business in within set time period.
Business Objective
 Major objectives of Rowlinson Knitwear company is to increase its profitability by 20%
within four months.
 To enhance sales company wants to increase website traffic by 25% in time period of
four months.
Social Media Objective
 To develop effective presence on different social media platforms in order to increase
sale 30% within 4 months.
 To develop direct relationship with customers and promote products of company.
Gather insights into target audience
It is very important for Rowlinson Knitwear company to understand targeted audience so
that they can develop their products as per customers needs and wants. Target customers are
selected and potential customers which are more profitable for company (Hallbäck and
Gabrielsson, 2013). So getting insight about target audience is a crucial parts in order to provide
better products and services to selected consumers. However, Rowlinson Knitwear can analyse
targeted audience though several ways and proper insight about targeted audience is mention
below.

Demographics: Rowlinson Knitwear targeted market is customers of UK area of age
group between 5 to 45 year old. This company is producing school wear and office wear cloths
for both male and female. Geographical area of targeted audience is UK country and these
customers belong to middle to upper class income group. They have potentials to purchase high
quality branded clothing product and maintained standard of living.
Lifestyle: This company is targeting customer who have build strong social life and
actively participate in social trends of society (Jones, Suoranta and Rowley, 2013). These
customers are using different social networking site and purchase products as per their living
standards. This will help company to promote their products and increase sales.
Social media zone and vehicles
Social media is a effective tool for marketing and promoting products and services
offered by Rowlinson Knitwear. It is a strategic move of a company which will help in gaining
competitive advantage and growth of business. There are four different social media zone and
vehicles that help in developing effective relationship with targeted audience as well as
increasing sales of company.
Relationship: This includes social media channels which helps in building and
developing effective relationship with customers. This social communities channels provide two
or multiple way of communication. So this will help Rowlinson Knitwear company to inform
and communicate with customers. This types of social media includes Facebook, Twitter and
other networking sites.
Publishing: These sites are related to publishing content so that customers can get read
and understand about it. Rowlinson Knitwear can use social publishing channel by posting
different and creative blogs and post about company's products and services in order to provide
better information to customers. Different publishing sites includes Tumblr, BlogSpot and so on.
Entertainment: Zone of social entertainment includes different channels and vehicles
that provide enjoyment to customers (Whalen and et.al., 2016). It includes different games sites,
MySpace, uGame etc that are developed to provide entertainment to customers. Rowlinson
Knitwear can use this channel by providing information about products with entertainment to
customers

Commerce: This zone of social media include various online sites that offer social
shopping and different deals to customers. Rowlinson Knitwear can use social commerce zone to
directly offer its products though different websites in order to increase sales.
Experience strategy
This can be refers as a collection of all those strategies that helps in developing better
relationship with customer by providing better experience. Customer experience with company is
an very effective way to build positive impression on customers (Hartsfield, Johansen and
Knigh, t2017). Experience strategy company is focusing in providing best possible experiences
to customers. This can be done be various ways which are mention below.
Provide personalised experience to customers- Rowlinson Knitwear can provide better services
to customers by offering personalised experience. This strategies will help in satisfying
customers and providing products as per their individual needs. Respective company can create
support chat box so that they can answer all quires of customer and get proper feedback from
them.
Develop effective content- Company needs to develop effective content in order to promote their
products and services. Rowlinson Knitwear can provide better experience to customer if they
regularly post appropriate and creative content. This will help in engaging customers with
organisation and their activities.
Activation plan
In order to develop an effective social marketing plan company needs to build activation
plan. This includes each and every detail about customers and plan so that social media
marketing plan can be established with minimum errors (Lam and Harker, 2015). It is very
important for Rowlinson Knitwear company to develop activation plan after analysing all aspects
of market area. Respective organisation is responsible to evaluating all social media platforms
and identify which is the most appropriate social media zone or vehicle for this company. This
will help in analysing targeted and potential customers of company and build a successful
activation plan. Different aspect that needs to be consider by Rowlinson Knitwear company
while developing activation plan is mention below:
 Proper analyse and determiner objective that needs to be timely achieved.
 Communicate aim and objective within different teams of organisation so that each and
every member work with same goal.

 Identify different social media platforms and select most suitable or appropriate for
promoting company's products.
 Effectively utilize company's profits and sites as well as provide accurate information.
 Provide instant reply to customers quarries and solve their issues.
 Identify strategies used by rival company as well as different factors that can have
influence decisions of customers.
Rowlinson Knitwear company needs to develop a proper marketing budget so that they
can be idea about finance requirement (Kwak and et.al., 2013). In order to identify all activities
and cost that is required to successful implement plan.
Marketing Budget:
Jan 19£ Feb 19£ March 19£ April
19£
Market Research 10000 15000 20000 15000
Owned Media (Blog) 9000 20000 16000 26000
Video Adverting( Youtube) 35000 2500 20000 4500
Social Media ( FaceBook) 30000 4500 17000 14000
Marketing Platform 45000 7500 30000 5500
Creative Design Software 5000 8500 10000 6500
Recruitment 15000 9000 15000 20000
Hardware 10000 1500 12000 11500
Total 159000 68500 140000 103000
Above mention is a proper marketing budget that is required by Rowlinson Knitwear
company. This marketing budgets include all activities with their amount so that company can
have proper understanding about budget.
Manage and measure
Controlling is a very important function of business as it helps in managing and
measuring all task completed (Simba and Ndlovu, 2014). This can be refers as a process which
can be used by Rowlinson Knitwear company to evaluate actual performance with set standards.
In this step of social marketing plan respective company will measure all activities and task
conducting in this plan as well as evaluate it with set objectives.

CONCLUSION
From the above report it can be concluded that social media is a very effective tool that
can be used by company for promoting its products and services. This tool will be very helpful in
increase sales and profits of company as well as developing effective relationship with
customers. Organisation needs to identify and analyse various social media and create proper
marketing budget plan. This will helps in attaining desired goals of organisation as well as
increase its market share.

REFERENCES
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