Analyzing a T-Shirt Business Brand: MKT/431 Report

This report provides a comprehensive analysis of a t-shirt business, addressing key marketing aspects to develop a strong brand. It starts by identifying the unique qualities of the product, which is the high-quality fabric and competitive pricing to attract diverse customer groups, and then defines the target market niche as youth aged 23-35 in the USA, emphasizing brand loyalty. The company's core value is delivering high-quality t-shirts, aiming to compete with established brands. The report stresses the importance of a strong social media presence to engage the target demographic. It outlines the desired consumer perception of the brand as a premium, cost-effective option. The report identifies competitive rivalry, customer bargaining power, and substitution of the fabric quality as the main challenges. To overcome these, the company plans to leverage brand partnerships and maintain its cost-effective pricing strategy. It compares the company's brand to competitors like Pima Apparel Inc. and Terry's Tees, evaluating strengths (high-quality fabric, appealing designs) and weaknesses (small target segment, low price strategy) to provide a comprehensive overview of the brand's market position and suggest ways to improve its position. The report then concludes with a detailed bibliography to support the analysis.

Running Head: MARKETING 0
Marketing
Student’s Details

MARKETING 1
Contents
What makes your product or service unique?..................................................................................1
What is your market niche?.............................................................................................................1
How would you describe your company?.......................................................................................1
How strong will your presence be on social media?.......................................................................2
Outline the perception that you want consumers to have about your brand when they first see it
and explain your reasoning..............................................................................................................2
State the top three specific challenges to your business..................................................................3
Describe how you plan on meeting and exceeding potential challenges to the creation of a good
brand for your business....................................................................................................................3
Explain how your closest competitor's brands are similar or different...........................................4
Evaluate how effective your brand is against your competitor's brands through an analysis of
strengths and weaknesses................................................................................................................4
Bibliography....................................................................................................................................5

MARKETING 2
What makes your product or service unique?
The quality of T-shirts, manufactured by the company is superior quality. The fabric of
the T-shirts is a high-quality fabric and quite different from other brands that are rivals and
potential rivals of the company. The material or fabric of the product is also suitable for all skin
types with its premium quality. Besides, the company is keeping competitive prices of the
product by offering a high-quality product to attract customers from a diverse background
economy. Thus, the quality of the fabric of T-shirts makes the product unique in its competitive
segment. The company is offering this unique quality of the product at a competitive price to
attract diverse customer groups (Keszey & Biemans, 2016).
What is your market niche?
The quality of the product is premium, yet the company is charging moderate prices for
the product. The company is targeting youth population groups aged 23 to 35 years in the USA.
To target the psychographics niche, the company is also seeking for brand loyalty and repetitive
customers who are quality conscious and makes the purchases with buying experiences. Because
of the high quality of the product at cost-effective prices creates brand loyalty (Toften &
Hammervoll, 2013).
How would you describe your company?
The organization is manufacturing premium quality t-shirts by targeting diverse
economic background people. The core value of the company is the quality of the product to be
compatible with well-known brands such as Marvel, Disney and Michael Godard which have a

MARKETING 3
larges customer pool in the USA. The US market is full of competitors, but what creates an
opportunity for the company and saves it from various threats is the high quality of the product at
competitive prices. Because, other t-shirt manufacturing companies in the US market are
charging high prices for such quality (Sheehan, 2019).
How strong will your presence be on social media?
In today's technology advancement business and marketing environment, social medial is
a powerful tool to promote a business and developed an image in people's minds for the product.
In a country like the US, there are a good number of people’s pools who are active on social
media. Therefore creating a strong presence of the company on social media will be very
effective for the company. Since the company is targeting youth audiences with the age group of
23 to 35 years people, social media is an effective mode of marketing for this group of people.
Because the youth audience group of people in the country is very active on social media such as
Facebook, Twitter, Instagram, and YouTube. This youth group is responsive to social media
websites. Thus, for the marketing and promotional strategies role of social media will be very
influencing (Chen, 2020).
Outline the perception that you want consumers to have about your brand when they first
see it and explain your reasoning.
I want customers on this product to perceive a worth buying, premium quality product at
very cost-effective prices. Customers may perceive this product as equal the other quality brands
such as marvels and Disney t-shirt brands. As the quality of the product is high thus customers
will perceive it as a high-quality product in the US's t-shirt market. Although there are many

MARKETING 4
players in the t-shirts market of the company, yet high quality will develop a positive perception
in customers for the product. Besides, the price of the product is also very cost-effective, so
people will perceive it as quality buy at low prices. The product designing is also appealing for a
youth audience, thus people may perceive as a company for youth t-shirts manufacturer (Garrido,
González, & Martos, 2016).
State the top three specific challenges to your business.
Although the demand for the product or t-shirts, produces by the company is very high in
the USA market yet, many competitors in the USA market give the biggest threats to the
company. Therefore the Competitive rivalry rate in the USA t-shirts market is high.
In the USA market, there are many manufacturing organizations in the T-shirt segment,
which provides an abundance of options for the customers. Thus, the market for t-shirts in the
US creates high bargaining powers for the customers.
The unique element in the company is the quality of the fabric, thus substations of the
fabric quality for other competitive organizations may lead to a threat for the company
(Trivikram, 2016).
Describe how you plan on meeting and exceeding potential challenges to the creation of a
good brand for your business.
The biggest challenge for the company is a vast line of t-shirt manufacturers in the
country. To compete for these challenges, the company is givving all hard affords to work under
the big franchise name of Marvel, Disney, and Michael Godard brands. These brand names will
help the company to save potential competitors.

MARKETING 5
Providing high quality of the product on cost-effective prices will decrease the bargaining
powers of the customer because customers will have fewer options of premium quality at low
prices.
Although substitution in the market for the quality of the product is a challenge for the
company, its cost-effective prices strategy will help the company to reduce the threat of
substitution (Wilkinson, 2012).
Explain how your closest competitor's brands are similar or different.
In the t-shirt market of the US, I perceive Pima Apparel Inc and Terry's Tees as a closet
competitor of my company. Both t-shirts brands are providing high-quality products to the
customers in the US market. The Pima brand is providing Ring-Spun Cotton Yarns fabric to the
customers at quite cost-effective prices. Besides these t-shirts companies also dealing with shirts,
hats, jerseys and other apparel products to give verity to customers. Both the companies are
targeting kids and men with the youth audiences to create a large customer pool (Manta, 2020),
(Manta, 2020).
Evaluate how effective your brand is against your competitor's brands through an analysis
of strengths and weaknesses.
Strengths
The t-shirts produce by my company have high-quality fabric. The fabric quality of the t-
shirts is also suitable for all skin types which creates huge demand. The t-shirts have been
designs for the youth audience of the country, thus t-shirts have very attractive and appealing
designs to attract the youth audience.

MARKETING 6
Weakness
The target segment of the company is very small. The company is only seeking the youth
audience while another competitor of the company also targeting kids and senior population. A
low price strategy reduces the revenue of the company as per the comparison of the competitor.
The center focus of the company is the only quality of the fabric. Apart from quality, design,
fabric variation, and unique shades variation will helpful for the company to create the demand
for the product (Kandybin & Michaels, 2013).

MARKETING 7
Bibliography
Chen, J. (2020). Social media demographics to inform your brand’s strategy in 2020. Retrieved
January 31, 2020, from Sprout Social: https://sproutsocial.com/insights/new-social-
media-demographics/
Garrido, M. Á., González, B. Ó., & Martos, P. M. (2016). Influence of Customer Quality
Perception on the Effectiveness of Commercial Stimuli for Electronic Products. Frontiers
in Psychology, 1-15.
Kandybin, A., & Michaels, A. (2013, August 13). How to Make a New Product Unique.
Retrieved January 31, 2020, from strategy-business:
https://www.strategy-business.com/blog/How-to-Make-a-New-Product-Unique?
gko=1be54
Keszey, T., & Biemans, W. (2016). Sales–marketing encroachment effects on innovation.
Journal of Business Research, 3698-3706.
Manta. (2020). Pima Apparel Inc. Retrieved January 31, 2020, from Manta:
https://www.manta.com/d/mm4b3wb/pima-apparel-inc
Manta. (2020). Terry's Tees. Retrieved January 31, 2020, from Manta:
https://www.manta.com/d/mxj11yb/terry-s-tees
Sheehan, A. (2019, June 28). Finding Your Niche: 8 Niche Market Examples to Inspire You.
Retrieved January 31, 2020, from Shopify Blog: https://www.shopify.in/blog/niche-
markets

MARKETING 8
Toften, K., & Hammervoll, T. (2013). Niche marketing research: Status and challenges.
Marketing Intelligence & Planning , 271-285.
Trivikram, S. (2016, November 28). How To Overcome The Threat Of Substitutes. Retrieved
January 31, 2020, from My venture pad: https://myventurepad.com/overcome-threat-
substitutes/
Wilkinson, J. (2012, July 13). Threat of Substitutes (one of Porter’s Five Forces). Retrieved
January 31, 2020, from Jim Wilkinson: https://strategiccfo.com/threat-of-substitutes-one-
of-porters-five-forces/