Rowlinson Knitwear: Brand Extension and Marketing Principles Report

This report provides an executive summary and detailed analysis of Rowlinson Knitwear's brand extension strategy, focusing on the introduction of school furniture. It begins with an introduction emphasizing the crucial role of marketing principles in brand development and business expansion. The methodology relies on secondary research to evaluate the existing brand values, target market, and competitive landscape. The findings highlight Rowlinson Knitwear's current brand strength, market position, and revenue trends. The report then details the new product (school furniture), target market segmentation, and the application of the STP (Segmentation, Targeting, and Positioning) model. Furthermore, it includes a PESTLE analysis to assess the political, economic, social, technological, legal, and environmental factors influencing the new market. A competitive analysis identifies key players like Ikea. The conclusion emphasizes the importance of marketing principles in building brand image and expanding business operations. The report references relevant academic sources to support its findings and recommendations.

Principles of Marketing

EXECUTIVE SUMMARY
The role of marketing principles is prime in branding if an organisation. Rowlinson is
selected as the brand. Management having the aim to diversify business operations in new
market through using of existing brand name. In this regard, decided about the providence of
school furniture. STP is used for determination of target market. Here, they target the schools of
UL to meet their different furniture’s requirement in accordance to their need. PESTLE and
completive analysis also aid building possible future strategies along with trend in market.

Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
Methodology....................................................................................................................................1
Findings...........................................................................................................................................1
Existing brand and brand values..................................................................................................1
Explanation of the new product...................................................................................................2
Description of the target market..................................................................................................2
Analysis of the new market, including trends.............................................................................2
Competition.................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
The role of marketing principles is huge in the development of an organisation. They have
the main work related to improvement of brand image of an organisation in market along with its
usage for business expansion in different fields. The exercise of marketing help in building
differential identity of an organisation in market where it will be recognised on the basis of its
logo and specific brand name. The positive benefit of this ascertained as competitive edge in
market along with existence of large number opportunities regarding business expansion (Philip,
2017). The main of aim of this report is also to understand that how principles of marketing help
in building brand along with its further contribution in diversification of business operations in
different areas. The brand selected in this report for carrying whole analysis is Rowlinson
Knitwear. It is a medium sized organisation that has specialisation in providence of different
norms clothing like corporate and school wear. Management further decided to use its brand
name for extension of operations in diversified field. In this regard, decided about the
introduction of school furniture’s.
The aspects cover in report includes description of methodology and findings related to
different aspects such as existing brand and brand values, market share, market size and trend in
sales, target market, new market, including trends, new product and competition.
Methodology
The whole research is based upon secondary information in consideration to the
achievement of project’s aim and an organisation objective. In the regard of this report,
information is gathered upon different aspects such as competition level, existing market share,
size and trend in sales and analysis of new market including trends. All the data gathered is from
the effective sources that further justifies the conclusions and findings presented in report.
Findings
Existing brand and brand values
Rowlinson Knitwear is a private organisation and having clothing manufacturing
business in UK. It is specialised in providence of corporate and school wears. The aim within an
organisation works is caring about all of their products and services which they offer to
customers along with offering of a comprehensive customer care programme. There is
continuous increase in the revenue of an organisation where it attained the mark of $14million in
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second quarter of year 2020. This continuous level of increase in revenue over the period of time
is clearly depicting the positive trend in sales generating ability of an organisation.
Day by day an organisation getting higher level of success in market and simultaneously
creating differentiated brand image. This is possible only because of the effective application of
marketing practices. In this regard, an organisation uses every aspect of promotion i.e. online and
offline. Official website and presence on social media platforms help to attract large number of
people along with spreading awareness among different consumer segments of society at
worldwide level. Organisation also effectively uses advertising campaigns and sponsorship
activities in promotion of products and services. Here, all the tactics are using like discount
offers, location based promotion etc.
Basically, brand is defining as name, term, design and symbol that presents sellers good
and service distinct from others in market. On the other hand, brand extension is concept related
to diversification of business in new market through usage of brand identity in existing market
(Palmatier and Crecelius, 2019).
Explanation of the new product
After ascertaining the success in current organisational operations, management decided to
expand business in new market segment. The main reason behind taking of this decision was the
usage of existing brand image and values for entering into new market along with persuading
buying behaviour of consumers. As new product, Rowlison wants to provide the school furniture
of different types according to the requirement of various schools.
Description of the target market
Segmentation: Furniture is specifically build to fulfil the school requirements. So, the
whole focus will be provided over fulfilment of school requirements.
Targeting: Two methods will be used for targeting such as online presentation of all
offerings along with presentation of brochure in all schools.
Positioning: Going to position in market through focusing over quality of offerings.
Analysis of the new market, including trends
Ansoff is the effective model to select the direction of business growth. This provides
emphasis over four different areas such as Market penetration, product development, market
development and diversification. Currently, management of Rowlinson uses the same tool to
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identify the growth direction. In accordance to the brand image in current market, approach of
product development is selected where school furniture’s will be developed to meet diversified
requirement of various schools.
To ascertain success and build positive strategies also needed to analyse trend and
environment. PESTLE is best in direction and presented below;
Political: Currently, political situation is stable. This creates an opportunity in the direction
of diversification as no need to frequently change the business policies.
Economical: The economic situation of UK is significant in all levels. This creates an
opportunity in efficient level of expansion.
Social: There is frequent level of changes in need. This creates difficulty in direction of
attaining stability.
Technological: High level of technological nature in UK. This has the opportunity
regarding improvement of business operations (Tuten, 2019).
Legal: Strict laws bounded the operations. Adherence of same is best in direction of
attaining success.
Environment: Strict laws exist relating to environment protection. This creates difficulty
in attainment of sustainability.
Competition
The level of competition is high in this sector but the focusing nature of an organisation
must help in attaining competitive edge in market. Ikea is the big name in this sector. The focus
over only school furniture help to create demand in niche market. Also, aspect of quality help to
grab the trust of parties where possible to attain success in niche market (Tomczak, Reinecke and
Kuss, 2018).
CONCLUSION
It has been concluded from the above report that there is huge importance of marketing
principles in development of brand image of an organisation. Marketing aid in spreading
awareness about the product from where possible to create distinctive image in market.
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REFERENCES
Books and Journals
Palmatier, R. W. and Crecelius, A. T., 2019. The “first principles” of marketing strategy. AMS
Review. 9(1-2), pp.5-26.
Philip, K., 2017. Principles of marketing. Pearson higher education.
Tomczak, T., Reinecke, S. and Kuss, A., 2018. The Information Basis of Marketing Planning.
In Strategic Marketing (pp. 19-48). Springer Gabler, Wiesbaden.
Tuten, T. L., 2019. Principles of Marketing for a Digital Age. SAGE Publications Limited.
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