Marketing Strategy for Sasha Clothing in the UK Market: Report

This report provides a comprehensive marketing analysis for Sasha, a new clothing organization in the UK. It begins with an executive summary outlining the importance of a strategic marketing plan for the company's success. The report then delves into an analysis of the UK clothing market, highlighting its dynamic and competitive nature, the importance of adapting to changing consumer preferences, and the impact of online shopping. It explores consumer segmentation strategies, focusing on socio-demographic, psychographic, and behavioral factors to identify the target market of price-sensitive female customers. Furthermore, the report examines the marketing mix, including product descriptions, branding, pricing strategies (penetration pricing), and distribution objectives, emphasizing the importance of adapting to the cultural needs of the customers and the need for effective product differentiation. The report concludes with an overview of the key findings and recommendations for Sasha's marketing approach in the UK market.

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Introduction to Marketing
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Introduction to Marketing
Executive Summary
It is quite evident for any organization performing in the international market to develop a
prolific marketing strategy that would enable the organization to have a significant hold on
the business operations which would enable to generate quality revenue and feedback. This
report significantly draws the effective need of marketing for a nonexistent clothing
organization Sasha. The report would strategically evaluate the key factors, consumer
segments and a marketing mix analysis for providing a critical evaluation about the key
concepts and issues of the organization followed by significant recommendations to
overcome the issues.
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Introduction to Marketing
Table of Contents
Introduction...........................................................................................................................................5
Analysis of UK Clothing Market...........................................................................................................5
Consumer segmentation and Target Market:.........................................................................................6
Marketing mix:......................................................................................................................................9
Conclusion...........................................................................................................................................12
References:..........................................................................................................................................14
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Introduction to Marketing
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Introduction to Marketing
Introduction
Marketing has been one of the key aspects of organizational growth and smooth operational
activities of organization performing its business on an international market. It is quite
important to evaluate the critical aspects of marketing for generating effective business
operations and revenue. Marketing contributes towards the growth of an organization, but it
is mandatory to have a strategic marketing plan which would enable to analyze the key issues
that can be a major hurdle to achieve the marketing objectives and goals of the organization.
Sasha is a brand new clothing organization of United Kingdom that basically targets to
provide high quality women apparels at a very cheap price. Being a new clothing
organization set to operate its business operations in the United Kingdom market it is quite
important for the organization to frame a strategic marketing plan that would enable the
organization to specifically evaluate the critical factors that must be taken into consideration.
This report would critically help in evaluating and analyzing the prolific marketing needs and
issues that Sasha clothing organization can face operating in the UK market. It would also
provide a conceptual analysis about key factors that would enable the organization to have
significant domination on the clothing market of United Kingdom by efficiently
implementing various marketing strategies.
Analysis of UK Clothing Market
The United Kingdom clothing industry is a sector that is quite dynamic and fast changing.
The clothing or retail industry of United Kingdom is one of the main sectors that constitute to
boost the economy of the nation. Evaluating the turnover and transactions, the clothing
industry in United Kingdom is quite sophisticated and highly competitive. The organization
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performing business in the UK market needs to be monitor the market at a constant basis for
identification of new trends and it is quite evident to keep up with the increasing expectations
and changing tastes of the customers. It is becoming quite tough for clothing organizations
performing in the UK market faces the significant challenge of keeping the consumers loyal
and satisfied as the preferences tend to change at a rapid rate.
Lowering of international barriers prolifically enabled the significant increase of various
products available to the customers. This has eventually enabled the consumers to acquire the
freedom of choice and therefore it makes the consumers less likely to keep hold of brand
loyalty. The major issue is the availability of various substitutes which are of same quality
and available in the market. Moreover with the significant advent of online shopping the
consumers are easily able to buy products of same specifications and price. This has allowed
the consumers to gain necessary information about the products at a faster rate.
The entire scenario provides a detailed analysis about the need for clothing retailers to be
innovative and creative. For having a significant positioning within the market the clothing
retailers performing in UK market needs to be interesting and provide quality features and
also keep a close view on the demographic changes for understanding and predicting the
consumer behavior of the United Kingdom clothing market.
Consumer segmentation and Target Market:
In order to increase their reach to the customers, Sasha must implement the most effective
market segmentation strategy according to the preferences as well as expectation of the
customers. Sasha is one of the fashion related brand and opening their new businesses so that
at first they mainly target the lower-middle class and the middle class customers of the UK
who are price sensitive in nature. The target customers of Sasha are mainly the female. The
designer at Sasha develops some amazing designs for the female fashion apparel as well as
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accessories. Moreover, Sasha also has some exclusively designed dresses for the female to
wear in some special occasion.
As new fashion organizations, Sasha mainly follows the socio-demographic, psychographic
as well as behavioral segmentation. According to (), segmentation of any organization mainly
divides the target customers based on some variables. Socio-demographic segmentation has
different types of variables such as occupation, income, status in the society, size of the
family and the education. Sasha has products of different range so that following this
segmentation strategy is effective for them. Based on the Socio-dynamic segmentation
strategy, Sasha has divided customers in lower and the middle income group. Sasha has
developed their products for the price sensitive customers. Sasha has developed their fashion
apparel for both the employees (formal shirts, suits etcetera), students (casual t-shirts and
different dresses, skirts, tops, different sleep dresses and inner wear for their female
customers). Along with that, by dividing the customers into socio-demographic factors they
developed their products mainly for the lower and the middle class people. Along with that,
Sasha also develops their product for different types of family such as nuclear, extended
families as well as single individuals. This is because, Sasha keep products for all of the ages
that helps them to provide services for all of the families.
Along with that, Sasha also divides their target customer based on their personality as well as
lifestyle. Sasha has the fashion product range that can satisfy the needs of the traditionalists
as well as the contended conformers. Sasha has developed some unique products ranges that
can satisfy the need of different customer groups that follows different types of lifestyle.
Along with that, Sasha also segmented their customers based on the easy going as well as
determined customers. It has been observed that easy going customers mainly attracted to
different products that are good inequality and best in prices after visited any store.
Therefore, it is highly important for the Sasha to attract these kinds of customers to their
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stores. Sasha must keep some attractive products in the checkout point that can provide some
effective deal to the customers. Along with that, Sasha can utilize some effective promotional
channel to attract those customers. In that way, Sasha can attract these easy going customers
and achieve huge profits from them. Along with that, It is also important for the Sasha to
develop some strategy such as providing some attractive discounts can attract those
determined customers. Therefore, by segmenting the customers based on the psychographic
segmentation strategy, Sasha must develops some attractive communication and marketing
strategy through effective medium that can attract the customer with different personalities.
Along with the socio-demographic as well as psychographic segmentation strategy, Sasha
also follows the behavioral segmentation variables. There are mainly two different types of
variables in the behavioral segmentation strategy that are the occasions as well as benefit
sought. Customers mainly wants high quality product in the lowest possible pricing strategy,
therefore, it is highly important for the Sasha to provides an effective cost advantage to those
price sensitive customers. Along with this, Sasha must generate huge product varieties so that
they can attract customers with their exclusive range of fashion apparel. In order to attract
more number of customers, it is very much important to Sasha to have an effective product
differentiation strategy. Sasha should develop those products that are effective for the regular
wear because they are the start up company so that it is really hard for them to get customers
for selling products that are intended for the special occasions such as the marriage. The main
reason behind the development of the regular wear fashion products is this kind of products is
highly used by the customers. Therefore, if Sasha can develop regular wear products, then
they can achieve huge success in terms of profit that can help them to achieve effective return
of investments. However, in order to gain the attraction of the customers, Sasha must sell the
dresses for the marriages.
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Marketing mix:
Marketing mix can be describes as the combination of different factors that are mainly
controlled by different companies for influencing the customers for purchasing their products.
This section mainly describes the marketing mix of Sasha, which is one of the UK based
clothing stores that mainly creates fashion items for the females. The marketing mix of the
Sasha can be described below:
Description of the products:
A product is one of the items that are mainly established in order to satisfy the needs of the
certain group of people. Therefore, in order to achieve the competitive advantage in the
organization, Sasha must develop the capability so that they can respond effectively with the
changing needs of the customers. The main product range of the Sasha is different fashion
apparel along with the fashion accessories. They sell both the casual, professional as well as
formal apparel for women. Sasha mainly sells the regular wear products but they also
develops the fashion related products for some special occasion too. In order to achieve the
success, it is very much important for the Sasha to analyze the current trend and then they
must develop their products. Along with that, Sasha should imitate the products from the
other big organization so that they can develop the product according to need of the
customers. In order to achieve huge success in the market, Sasha must have the capability to
cope up with the cultural need of the customers. Moreover, Sasha must follow a modernized
approach in their products according to the culture of people so that their products can be
widely accepted by the customers.
Brand image of the company:
As Sasha is one of the new organizations, therefore, they do not have any effective brand
image that can attract the customers towards the brand. In order to attract more customers
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towards the organization and increase their brand image, Sasha must develop quality product
for their customers and provides it by following extensive pricing strategy.
Strategy regarding the pricing objective:
The pricing strategy of the Sasha is developing the effective pricing strategy that can help the
organization to reach wide range of customers. As Sasha is one of the startup organizations,
therefore, it is very much effective to provide their product at the reasonable costs. As the
target customers of the Sasha are the customers belonging from the lower middle as well as
middle customers so that it is very much important for the organization to follow the
affordable pricing strategy. In this case, Sasha must follow the penetration pricing strategy
because only this pricing strategy can help them to achieve the competitive advantage.
According to (), penetration pricing strategy is one of the pricing strategy where prices are
mainly set in low level so that any organization can reach to the wide range of customers.
Therefore, by following the penetration pricing strategy, Sasha can reach to huge number of
customers. Therefore, penetration pricing strategy can help the organization to satisfy their
pricing related objectives.
Distribution and retail related objectives along with strategies:
The main distribution related objective of the Sasha is developing the effective distribution
strategy by which Sasha can reach to more number of customers. Sasha is one of the initial
start up organization so that the organization has the stores in only one place. Therefore, in
order to increase the reach into huge number of customers, Sasha can utilize both the offline
and online mode. Sasha must create an effective relationship with their stakeholders so that
they can get the continuous flow of the raw materials in their organization. Effective
relationship with the stakeholders can help the organization to handle the emergency
situations. Along with that, in order to deliver the products to the customers who buys
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products in online mode, Sasha must create an effective relationship with the courier service
related organizations. Moreover, development of effective logistic and supply chain with the
development of big warehouse is very much important.
Objectives and strategies of the integrated marketing communication:
The objective of the Sasha is creating awareness among more number of customers. In order
to increase their reach, Sasha must invest medium amount of money. It is costly to advertise
products in the television so that Sasha must advertise their products in the newspaper. Social
media is one of the effective medium that can attract more number of customers because
huge number of individuals utilizes the social media. Therefore, Sasha must utilize social
media as the effective medium because it advertises products with cost efficiency. In order to
increase their reach to the customers, Sasha must provide some promotional coupon or some
additional discounts to the customers. Along with that, they can provide some attractive offer
in the first purchase of the products.
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Conclusion
The entire report prolifically analyzes the key concepts of marketing for Sasha. Sasha being a
new clothing organization in the United Kingdom Market, it is evident for the organization to
strategically evaluate the key factors that can have a significant boost on the organization’s
business activities. It is the need of the hour for Sasha to evaluate the prolific factors so that
the organization can have a long lasting impact on the market. The report significantly
highlights the key concepts and theories on which Sasha can depend and have an effective
business on a competitive nation like United Kingdom.
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