WooW CloClothingthing - Marketing Plan

7/26/2019 WooW CloClothingthing - Marketing Plan

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1.0) The Business

1.1. Business Overview

This marketing plan is about a new product whose name is WooW!! It is a men and women

fashion magazine which will be facing a stiff competition by Marie Claire and other magazine

brands. Our strategies are designed in such a way that in the beginning it will lead us to a

relatiely low market share where our niche will be benefited and our main idea will be to

protect that niche and then go for an untapped market. ut we will be mostly dependent on

positie word and other strategies that will be discussed in the later part of this plan. We will be

using a combination of offensie and defensie strategy" offensie strategy goals will be to shake

up the current market e#uilibrium and trap our desired marketing segment into our brand

emotionally" secondly" the defensie strategy will help to put outpost on our border where our

competitors will most likely to attack.

Offensie strategy will also allow WooW!! To penetrate a newer market segment which shows a

higher growth opportunity. Our magazine will be focusing to capture the youth market" who are

uniersity goers or high school goers" female professional and upper class women. The reason

we hae chosen this market is because youth nowadays wants change and they want a

continuous change.

$ome marketing mi% tools like & '(s" positioning" brand strategy" market segmentation and other

marketing would be designed in order to increase the share of mind and share of heart of our

brand in people(s lies. The slogan that we hae chosen is )*%perience a breath of +resh ,ir-"

which depicts that now is the time to change and update yourself. ,nother #uality of this slogan

is that we can also moe into a new segment of young professional who are into a phase of

growth and moing towards success.

1.2. SWOT Analysis

$ummary of the e%ternal and internal analysis $WOT analysis

Strengths:


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The uni#ue )WoooW!!- brand image" creates uni#ue brand image" brand awareness and

proide emotional alue to the customer.

The main strength of WoooW!! ,ustralia is their prestigious and up market image which

their readers aspire to.

The computer to plate printing technology will be used for the production as it will gie a

new e%perience to the readers and the clarity and graphics of image and words will be top of

the notch. That it can been seen from far distance and it can create a uni#ue alue for

customers as compared to its competitors.

With the help of internet we will also an e/magazine channel.

Weakness0

The main weakness of WooW!! is that it will be positioned for uniersity goers and it can

restrict our market share and growth

The lack of funding and une%perienced team is one our weakness" secondly" the strong and

established competitors are one of weakness as they will also attack on our check/post.

Opportunities:

The biggest opportunity is that our brand can proide accessories and additional products that

are well/associate and compliments well with our main product. ,t the same time it will

leerage our brand and proide additional customer alue. 1ater we can launch a product line

of clothing apparel too and send compliment products too like free coupons of other brands"

free passes for fashion shows.

The reolutions of information technology could help WoooW!! ,ustralia manages its

information and production system more effectiely and efficiently.

2ue to the increasing popularity of internet and especially" WoooW!! ,ustralia could reach

more people and create a personal relation with the people on the Internet and it can also


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send magazines and with the help of database customized email marketing and other tailored

promotional actiities can be made.

The improement in the Internet technology and increasing trust of consumers in proiding

personal information on the Internet could see WoooW!! ,ustralia receie more online

subscription and build an e%tensie consumer database for monitoring consumer needs and

proide them with the chance to create customer alue.

Threats:

The improement in the information technology could see women(s3men(s fashion"

entertainment news and gossip deliered electronically" which could force the printed media

industry undergo ma4or changes.

2ue to low entry barriers and low fi%ed cost entry of a new magazine brand is one of the

threat.

The threat could also come from the current competitors.

1.3. ro!u"t:

, product is an offering which creates alue for customer and satisfies its needs by consuming it.

It can also tangible things" serices" person" places" organization and ideas.(Gronroos, 2006)

Our core product is fashion as the magazine offers the latest information on fashion. Its actual

products are the brand name" packaging and #uality articles and all the featured stories coered

in our magazine. To support all the earlier discussed characteristics we also need a set of

augmented products which are horoscope" membership club" coupons etc.

In a competitie women magazine market" we need to be really on our edges to proide superior

and differentiated alue to differentiate our product and define a competitie. ,s discussed that

our printing #uality is one of a kind" secondly" high #uality content from the hubs of fashion i.e.

1ondon" 'aris" and Milan will deelop our prestigious brand image. Our magazine will also


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share stories about successful women or who are engaged in adenturous yet philanthropic work"

inites to arious fashion eents" horoscope" membership club" health and diet" trael section and

customer can also share their story or any other story which will be publish by their names. ,nd

a section for guest writer will be presented in the magazine. Women magazine is not a ery price

intensie market and most of the magazines hae ery small marginal difference and reducing

the price would not result in healthy outcomes. $o our positioning strategy would be to create

superior benefits than those offered by ma4or competitors. It should contain more about lifestyle"

gossip" news about celebrities and moies" issues regarding real life" photographic essays and

greater range of fashion with those targeted middle class income leels. The anticipated demand

for our magazine is likely to increase because of its ability to capture the multi/segments and the

stabilizing economic conditions in ,ustralia will also drie its demand. $econdly" with the

adent of tablets" smartphone and 5indle" our product has a great chance to boost. Our magazine

demand will increase at a drastic rate due to its innoatie strategies as we will also print a coer

of one lucky lady at the back coer along with a summary of her story and will alue it like she

is a celebrity.

WooW!! Will hae two prices" one for online magazine and other one for printed. This is due to

internal company factors along with e%ternal enironment factors. The first one will be set by

taking younger and middle class income women into consideration as they are most inclined

towards social media and internet usage and smartphone usage.

$econd pricing strategy is for those who are elegant in nature" spends well and they are the niche

target market who needs a product that satisfies their needs at any cost. They also assign great

alue to hae knowledge of latest fashion and lifestyle trends. Other factors that are affecting our

pricing strategies are increased cost of postage and paper and we hae also considered the

current ,ustralian budget and will also take upcoming budget into account. Our magazine will be

designed in ,& as it is the most common format and easiest as well as cheapest in the market and

it is easier to carry for the reader. In conclusion" price charged by the customer must alue

customer alue and their place on the benefits they receie from WooW!!


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Our pricing strategy is to proide the best oer solution for our customers. We won(t hae the

lowest prices. Instead we will come up with the correct trade/offs to meet our customers

demands.

1.3. Sales/marketing personnel


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Job Title Name Responsibilities

Marketing & Sales

Manager

[Mr Chris

Brantley]

Accomplishes marketing and sales

human resource o!ecti"es #

recruiting, selecting, orienting, training,

assigning, scheduling, coaching,

counseling, and disciplining emplo#ees$

communicating !o e%pectations$

planning, monitoring, appraising, and

re"ieing !o contriutions$ planning

and re"ieing compensation actions$

en'orcing policies and procedures

Achie"es marketing and sales

operational o!ecti"es # contriuting

marketing and sales in'ormation and

recommendations to strategic plans

and re"ies$ preparing and completingaction plans$ implementing production,

producti"it#, ualit#, and customer*

ser"ice standards$ resol"ing prolems$

completing audits$ identi'#ing trends$

determining s#stem impro"ements$

implementing change

Meets marketing and sales +nancial

o!ecti"es # 'orecasting reuirements$

preparing an annual udget$ scheduling

e%penditures$ anal#sing "ariances$initiating correcti"e actions

etermines annual and gross*pro+t

plans # 'orecasting and de"eloping

annual sales uotas 'or regions$

pro!ecting e%pected sales "olume and

pro+t 'or e%isting and ne products$

anal#sing trends and results$

estalishing pricing strategies$

recommending selling prices$

monitoring costs, competition, suppl#,

and demand

Accomplishes marketing and sales

o!ecti"es # planning, de"eloping,

implementing, and e"aluating

ad"ertising, merchandising, and trade

promotion programs$ de"eloping +eld

sales action plans


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Job Title Name Responsibilities

Marcom Manager [Mr Chris

Brantley]

-denti+es marketing opportunities

# identi'#ing consumer

reuirements$ de+ning market,

competitor.s share, and

competitor.s strengths and

eaknesses$ 'orecasting pro!ected

usiness$ estalishing targeted

market share

-mpro"es product marketailit# and

pro+tailit# # researching,

identi'#ing, and capitali/ing on

market opportunities$ impro"ing

product packaging$ coordinating

ne product de"elopment

Sustains rapport ith ke# accounts

# making periodic "isits$ e%ploring

speci+c needs$ anticipating ne

opportunities

ro"ides in'ormation # collecting,

anal#sing, and summari/ing data

and trends

rotects organi/ation.s "alue #

keeping in'ormation con+dential

1reate, de"elop and manage

content 'or organi/ations e

presence (reuires orking ith

content management so'tare)

3"ersee 'reelancers, including

riters, cop#editors and communit#

outreach organi/ers

4esponsile 'or cra'ting promotions,

email nesletters and online

outreach campaigns


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2.0) The #uture

2.1. $ission State%ent:

To enthuse and train women to touch their diine potential. It has a commitment to put women at

the center of each culture. Its idea is to answer some #uestions for women by putting fashion into

conte%t of the larger world in which we lie in" how we dress" what we eat" who inspires us. +or

all the women in ,ustralia and all oer the globe WooW!! Will be the eye of the culture"

challenging them and motiating women to see things with a different perspecties whether it is

related to themseles or the world. Our brand says that women are not only interesting but

original. 6ot only good enough but e%ception and are here for a purpose. Our brand redefines the

art of being a woman. Our brand is committed for the modern mold of women and rediscoer

beauty and be a catalyst for a positie change. Which will lead them to discoer beauty apartfrom manipulation. $tyle apart from materialism.

2.2. Vision Statement:

5oo5 Ser"es as a 'acilitator 'or omen # augmenting their #earning to

pursue their passion hile creating a euest 'or others to emrace 3ur

maga/ine o7ers great ualit# content, compelling articles that ill e

designed to arouse the desire 'or omen to achie"e more out o' li'e and

estalish a concrete position in this societ# 8he maga/ine ill also unite the

omen 'rom Australia to others 'rom "arious cultures # remo"ing ethnic,

social and economic arriers All this ill happen # addressing issues that

uni"ersall# common among all omen and share 'ashion sense o' "arious

cultures


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2.3. Long term Goals:

*ngage modern" young women in our Magazine

To increase the share of mind and share of heart in our desired segment.

To make our magazine a household brand for magazine

7eceiing at least 89: positie customer feedback regarding our serices by engaging them with

the help of our market offerings and engaging them in decision making.

Increase cooperation from suppliers and related business.

2.4. Short Ter% &oals:

9ncourage customer participation in our "arious o7ers

9ncourage larger groups to read our maga/ine

A positi"e ord o' mouth marketing # the customer


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3.0 T!e "arket

3.1. #ni$%e Selling &oint:

3ur :S is uite di7erent 'rom another and it is aout not selling maga/ine

ut aout creating a legac# 'or omen Gi"ing them a ne hope and

chances to identi'# themsel"es 4edesign their position in the societ# and e

are here to make omen 'eel "alued like no one other can "alue them ;ut

all this is done in the conte%t o' 'ashion ith the help o' other o7erings ithin

our maga/ine

:S Statement< =9mpoer >oursel', 9mpoer #our orld?

3.2. $arket Seg%ents

Aspirers:

,ge ;


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'e( )%stomers:

@or our rand, all the market segments e discussed ao"e are ke#

customers ;ut e also ha"e other clothing and omen centric rands ho

ould like to in"est in our maga/ine So e ha"e added a uniue printing

method 'or their ad"ertisement And aspiring 'ashion designers can also

ad"ertise in our maga/ine to get a road outreach at lo prices

)%stomer Ser*i+es Strategies:

,mpo-er ,mplo(ees: e"elop the right attitude to ser"e customer that

ill e the +rst moti"e o' our rand 5e ill e pro"iding the right tools that

are needed # sta7 to per'orm top*notch customer ser"ice

n*ol*e )%stomers:5e ill e tracking customers "ia our social media and

distriution, create a @A section on our esite Secondl#, e ill in"ol"ing

them in decision making, designing maga/ine and ask 'or complaints at

e"er# stage So that the# should 'eel "alued

)R" Sot-are:SA 14M Module ill e used to gather all the data on

consumers ho ill order maga/ine 'rom the esite

So+ial "eia: -t ill e used as listening posts here our anal#sts ill

anal#/e the con"ersations made on our page that hat are the# discussing

and ho their eha"iors shapes up to purchase a maga/ine 5hat good

points are discussed in that post and hat ere the loopholes discussed

3.3. )ompetitor nal(sis

arpers a5aar


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Barper.s ;a/aar has donright pursuers add up to C6D,000, aggregate

course o' E2,2F and it has the piece o' the o"erall industr# o' 6H Barper.s

;a/aar is ended up eing a og in the ;1G grid due its generall# lo piece o'

the o"erall industr# and the a# that the usiness sector de"elopment is

restricted due to its de"elopment

8heir aggressi"e method included making a maga/ine more open, ith

pro+le garments that ladies trul# ear, ith 'unn# gossip# articles and

simple to take a'ter design tips Barper.s ;a/aar.s techniue includes a high

le"el o' progress ith a speci+c end goal to IJ re"i"e a once incredile

rand that is gotten old and staleI

"arie )laire

Marie 1laire has all out pursuers add up to ED0,000, aggregate Ko o'

L,L6L and it has the piece o' the o"erall industr# o' CCH Marie 1laire is

ended up eing a 1ash 1o in the ;1G lattice due its sensil# high piece o'

the o"erall industr# and the a# that the usiness de"elopment is restricted

due to its de"elopment

Marie 1laire (a !oint endea"or eteen Bearst Maga/ines and Marie 1laireAlum SA) are as o' no coordinating high mold ith road product, tr#ing to

gi"e st#le at each "alue point 8his can e 'ound in the o"emer 2000

issue, hich included IC00 ;est ;u#s :nder NC00I Marie 1laire likeise

contains highlights aout ladies 'rame all around the gloe As indicated #

the Audit ;ureau o' 1irculations, Marie 1laire.s dissemination has ounced up

# D6H in 200C

nSt(le

-nSt#le has donright pursuers add up to 2L0,000, aggregate Ko o' 60,COF

and it has the piece o' the pie o' OH

S,


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SB9 has asolute pursuers add up to 2CD,000, aggregate dissemination o'

O0,C6 and it has the piece o' the o"erall industr# o' DH SB9 is turned out to

e a og in the ;1G 'rameork due its generall# lo piece o' the o"erall

industr# and the a# that the usiness sector de"elopment is restricted in

"ie o' its de"elopment

)leo

1leo has all out pursuers add up to O2D,000, aggregate course o' 206,OD

and it has the piece o' the o"erall industr# o' 2H 1leo is ended up eing a

1ash 1o in the ;1G lattice due its generall# high piece o' the o"erall

industr# and the a# that the usiness sector de"elopment is restricted due

to its de"elopment

; is the +rst maga/ine to present the IpocketI si/e maga/ine hich +ts into

the 'emale con"e# packs e7ortlessl# incite the com'ort "ariale -t

understands the a# that some 'emale con"e# littler satchels and the main

to ring their maga/ines ith them easil# here"er the# go are 'or the

maga/ines to +t into their totes ; has complete pursuers add up to FO0,000,

aggregate dissemination o' C2E,000 and it has the piece o' the pie o' CH

)osmopolitan

1osmopolitan has complete pursuers add up to LC0,000, aggregate Ko o'

206,C2O and it has the piece o' the o"erall industr# o' 2H 1osmopolitan is

ended up eing a 1ash 1o in the ;1G grid due its generall# high piece o'

the o"erall industr# and the a# that the usiness sector de"elopment is

restricted in light o' its de"elopment

3.4. ,n*ironmental nal(sis


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&oliti+al:

8he political situation o' Australia is reasonal# stale 8he media has rights

to pulish an#thing that the# ish to, there e 'reedom o' speech in place,

hich allos the pulishers to release in'ormation that might e

contro"ersial 8he 'reedom that the media en!o#s 'acilitates the e%change o'

in'ormation 'rom the pulishers to the pulic 8he omen mo"ement can

also ha"e come earing on the contents co"ered # the maga/ines (-nstitute

o' ulic A7airs, 20CE)

,+onomi+:

4ecent economic donturn has made operation 'or the pulishing houses

diPcult 8he increase in interest rate ould de+nitel# ha"e some e7ect on

the purchasing poer o' the households or indi"iduals ue to the increase o'

the interest rate, consumers ould sa"e more and consume less, hich

ultimatel# leads to e"en more +erce competition 'or the share o' the

consumer e%penditure e%perienced # the maga/ine sector 8he pro+tailit#

o' the pulication houses could decrease as a result o' the increase in

interest rate (8radingeconomicscom, 20CE)

So+io 6 )%lt%ral:

ue to the recent changes in omens rights, omen are seeking more

recognition 'rom the societ# 'or their contriution 8he# no longer see

sta#ing home and taking care o' the children the onl# means o' their li'e

5omen these da#s are acti"el# seeking to achie"e their dreams and +ghting

'or the eualit# 8here is a tendenc# o' integrating the gloal perspecti"e into

the maga/ines$ the articles in the maga/ines co"er a ide range o' issues

'aced # toda#s omen 8here are less and less oundaries o' di7erent

cultures around the orld -n Australia, there are man# omen ho come


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'rom di7erent cultural ackground, there'ore the maga/ines ould ha"e to

cater 'or the di"ersi+ed needs o' its readers (Australiago"au, 20CE)

8here is also a trend that emphasis on con"enience o' products, hich leads

to the introduction o' pocket si/e maga/ine # ; 8he introduction o' pocket

si/e maga/ine could trans'orm ho the maga/ines are presented as the

smaller si/e ould mean con"enient 'or the consumers to carr# in their

handags and the reduction in production costs due to its less need 'or

materials 'or production (Australiago"au, 20CE)

Te+!nologi+al:

5oo5 is operating in an e%tremel# competiti"e industr# and as such has to

maintain and de"elop the skills o' its sta7 to compete 8echnological

ad"ances ithin pulishing ha"e de"eloped rapidl# and 5oo5 ill e

Australias maga/ines some o' the +rst in Australia to e produced utili/ing

Qcomputer to plate printing technolog#, hich enhances the ualit# o' the

product 5ooo5 Australia can utili/e recent technological changes to

impro"e its "alue creation 'or the customers and +nd ne a#s to manage

the in'ormation e%change more ePcientl# (Bale#, 20CE)


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3.6. Marketing Strategies

Marketing activity/milestone Personresponsible

Date ofexpectedcompletion

Cost (! S"ccess indicator

Print advertising, onlineadvertising, mail-out,giveaway, media release,event, website, blog/socialmedia, public relations,

branding and artwork, orpublications and catalogues.

[Who isresponsible forcompletingthis task?

[When do youe!pect tocomplete themarketingactivity?

["stimatedcost ofactivity.

[What indicator/measurement resultwill need to be metbefore this activity isconsidered a

success?

Mall Acti"ation Marketing

Manager R

Marcom

Manger

C2RDR20CE C,000 umer o'

'ootprints

@ashion 9"ent Marketing

Manager RMarcom

Manger

C0RDR20CE E000 Media

3utreach

Sponsorship at

Australian @ashion

5eek and a dedicated

lounge setup

Marketing

Manager R

Marcom

Manger

CERDR20CE O000 Media

3utreach

ress release launch

and announcement o'

Maga/ine aunch

Marketing

Manager R

Marcom

Manger

C0RDR20CE C0,000 9nhanced

rand image

and impro"ed

rand "isiilit#

1ustomer ill

get knoledge

o' our product

;rochure design Marketing

Manager R

Marcom

Manger

CCRDR20CE C,000 9nhanced

rand image

and impro"ed

rand "isiilit#

1ustomer ill

get knoledge

o' our product

5omen a# and

Mother a#

Marketing

Manager R

DR0FRC6

and

E000 Share o' Beart

and Share o'


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3.7. *ertising/Sales Te+!ni$%es:

3ne o' the ke# a#s to sell ad"ertising is to e 'riendl# hen doing

usiness

A sales rep must moti"ated enough hen going through its client list andthe# must make sure one thing in mind that the# ha"e ought clients

e%cuse instead o' selling an ad

8hen e ill e using an old sales techniue o' stor#telling ith a

"ariation ie Fd rops -t ill reak the pattern o' hat is e%pected and

can make the prospect to glued to the chair and pa# attention

-n e"er# stor# there is a hero and our sales has to make sure instead o'

making our rand hero the# should ork on making the customer hero

ho needs to sa"e the da# 3ur role is o' a mention 5e ill help customer

to see hat has changed in their orld and ho the# can adapt and

sur"i"e and thri"e in a etter a#

Planned promotion/advertising type

Promotional strategy #xpected b"sinessimprovement

Cost (! $arget date

[Print media advertising,online advertising, #$#,mail-out, giveaway,media release, socialmedia campaign orevent.]

[Why have you decided touse this

promotion/advertising type?%ow and when will you useit? What is your strategybehind this? Who willupkeep your social media

presence?

[%ow do you e!pect itwill improve yourbusiness success?]

["stimated cost ofactivity.

[e.g. &ec '(]

9mail Marketing Altered email

marketing as

segments 9mail is

still one o' the mostpoer'ul internet

tool

1reation o'

customer

perception

E00 Aug CE


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Planned promotion/advertising type

Promotional strategy #xpected b"sinessimprovement

Cost (! $arget date

Social Media

Marketing

o is the time to

connect "ia@aceook and 8itter

-ts usage has made it

mandator# 'or e"er#

usiness

1onnecting ith

customers andrecogni/ing their

needs

E00 1ontinuo

usprocess

rint ads in malls,

stores

eople "isit these

regularl#

9nhancement in

;rand -mage

E00 Aug CE

Mall acti"ationromotional

campaign at

Gloria !eans and

Starucks

eople should kno

aout our rand

image as much as

possile

9nhancement in

rand image

and perception

E00 Aug CE

@or Sales and istriution e ill e using c*stores and nes agents to sell

our products Secondl# e ill e using suscription plans to lure customers

as the# can use 5oo5 ithout an# intermediar# WoooW!! does not forget to

choose supermarkets as one of its distribution channels as it offers WoooW!! ,ustralia great

e%posure.

$tarbucks and ?loria @eans could be considered as potential distributors. ,s younger generationtends to hae a isiting ration to these ration. In addition" both coffee shops young trendy feeling

that echoes with our brand and it will help in appealing younger ,ustralian generation. We will

also use internet as a distribution tool due to its increasing popularity. ,nd it will be also

aailable on 5indle with a separate */$hele for its olumes.


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4.0 T!e 8inan+es

4.1. "arketing

%get:

STA*T+ *e,uire%ents

$tart/up *%penses

1egal AB9


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4.2. &ri+ing Strateg(:

8he 5oo5 Maga/ine ill sell 'or N6LE per single issue on the nes stand

and other place And on internet it ill e a"ailale N LE

A one*#ear suscription is N26LE

A to #ear suscription is NFLLE

3nline Suscription is N CD per #ear

1ustomers can also design their pa#ment plans and schedule as per their

needs too as a part o' Ke%i*pa#ment


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-.3. SA/S #O*/AST

H*,7 H*,7 ;

H*,7 Hear ; Hear >

Enit $ales

Mag $ubscript $ales Hr 8


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Mag $ubscript Whsl A;.&< A;.&< A;.&

Documents

WooW CloClothingthing - Marketing Plan