Marketing Paln

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2009

MARKETING PLAN

Dominic Darbyshire
Group 12

Thai Ngoc Minh Chau-s3210023
Le Ngoc Kim Ngan-s3192837
Thai Thi Hong Nhung-s3193525
Le Anh Tai-s3192453
Le Nguyen Hong Van-s3210260

TABLE OF CONTENTS

I. EXECUTIVE SUMMARY3
II. INTRODUCTION4
III. SITUATION ANALYSIS5-10
1. Macro Environment5-7
2. Micro Environment8-10
IV. SWOT ANALYSIS11-13
V. OBJECTIVE14
VI. SEGMENTATION, TARGETING AND POSITIONNING15-19
1. Market segmentation15
2. Market targeting16
3. Market positioning16-17
* Position map18-19
VII. MARKETING MIX STRATEGY20-33
1. Product Strategy20-22
2. Price Strategy23-25
3. Place Strategy26-27
4. Promotion Strategy28-31
5. Others32-33
VIII. ACTION PROGRAM34
IX. CONTROLS35
X. APPENDIX36-37
XI. REFERENCE LIST38

I. EXECUTIVE SUMMARY
Esprit is one of the famous international fashion brand names in the world and it attracts many Vietnamese customers. Moreover, the living standard of Vietnamese people also increases since 21th Century, so their demand on fashion would be improved too. This marketing plan is designed for Esprit clothes in the next year (January 2009 to December 2009) in order to achieve their specific objectives step by step. It draws a strong logical method and strategies to help Esprit obtain two main objective such as gain 5% market share in the big cites at the South and North of Vietnam and develop customer awareness in Esprit brand. At first, the marketing plan will provide the current market situation (the micro and macro environment). Analysis the market situation, Esprit would have a best view to make good decisions in target customers. Next, strengths, weaknesses, threats and opportunities of fashion industry in Vietnam are analysis in order to reduce the risk of Esprit business in Vietnam and heighten strengths. Then, in this report the segmentation of the shop which is young and middle to high income customers. Therefore, Esprit can provide suitable products and valued for these target customers. The most effective part of this marketing plan is 4p’s marketing mix strategies that are analysised in detailed: a. Product strategy: Esprit is using Brand extension and New Brand b. In pricing strategy, because Esprit product is shopping product which the target customer is young and middle to high income people, therefore Esprit using Competition based pricing. Moreover, because Esprit also based on consumers’ perception of value and consumers’ awareness about Esprit’s products in order to know whether their target customers are willing to spend money on these beautiful and luxurious clothes or not so Esprit also apply Value-based pricing. In addition, because Esprit’s products are produced with the best raw materials, so when applying Psychological pricing and Promotional pricing concepts, both experienced and inexperienced consumers can entirely believe in their quality and also their price. c. Place: Esprit has Vertical marketing system which Esprit’s producer, wholesalers and retailers work and cooperate as an extreme unifying system so Esprit can operate its business effectively. d. Promotion: Esprit also tries to apply PULL strategy to bring image of company closer to customers. Moreover, to attract more customers and enhance their awareness, Esprit takes advantages of sales promotion (“special award”, “special discount” in week introducing new product), adverting in Television, Internet (by developed its website) and magazine (corporate with supper models), PR by build a SOS children villages. Base on the 4p’s marketing mix strategies, the action program will give a specific and detailed strategies that esprit will apply in the next twelve months. The final step of this marketing plan is the control program which contain 3 key performances indicators (Benchmark evaluation producers, Customer’s Feedback, Budget)...
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