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Jeansland's marketing business plan

2020-06-19 来源: 51Due教员组 类别: 更多范文

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下面为大家整理一篇优秀的essay代写范文 -- Jeansland's marketing business plan,文章讲述由于主要目标客户是对衣服的质量和风格有特定要求的人,因此,Jeansland将首先在顶级时尚杂志上广泛刊登广告,例如:ELLE;雷利时尚; BAZAAR,与此同时,有关时尚的文章也将放在时尚网站的首页上。此外,为了达到目标客户,我想在中央商务区的高端商场举行大型时装秀,在那里,有名望的人们不可避免地会经历娱乐,购物或工作。在一系列有效的先前广告之后,Jeansland将创建其VIP系统,在该系统中,首批客户将成为Jeansland的终生VIP,并且该VIP身份将为其提供一定的折扣以及定制的牛仔裤款式特别的日子。

 

Jeansland's marketing business plan

 

1. Methods to Accomplish Marketing Objectives

² campaign ideas & conceptions

Jeansland’s brand positioning is toward an “upper-class, exclusive, fashionable, and diversified” jeans brand for female from 18 to 44 years old, and the target customer will be expanded to male from 18 to 40 years old in order to grow market share and keep development in the fierce competition in Chinese clothing market.

Since the primary target customers are people who have specific requirements on clothes’ quality and style, Jeansland will first launch widely advertisement on top fashion magazines for example: ELLE; Rayli; Vogue; BAZAAR, meanwhile related fashion articles will also be put on the front page of fashion websites. Besides, in order to reach the target customers, i suppose a large fashion show in the high-end mall in the CBD, where prestigious people would go through unavoidably no matter for going for entertainment, for shopping or for work. After an effective series of previous advertisement, Jeansland will create its VIP system in which the first batch of customers will become the life-long VIP in Jeansland, and this VIP identity will offer them certain discount as well as the customized exclusive jeans style during their special day.

 

² ways to communicate brand image/personality, competitive advantage, and other information to consumers

 

The brand personality of Jeansland is mainly in the following aspects: fashion, rich brand choice, high quality, exclusive wearing experience and so on, while the competitive advantages are high quality service, high brand discriminability and rich brand choice. To communicate these information to target customers, i suppose to launch TV advertisement, and the supposed spokesman are Emma Watson & Tom Cruise since they have a good popularity in Chinese youth. Besides, Micro-blog advertisement by popular and reliable star in China is also a good way with the great influence that Micro-blog has in Chinese people. For example, Sina Weibo is popular in China, and it is also a preferred way.

2. Tools for campaigns

The proposed media channels will be TV, Micro-blog, Billboards and magazines. Primary advertisement will be launched through TV, meanwhile Jeansland fashion show will also be reported by TV channel. Micro-blog is mainly used to send and spread signed stars’ personal evaluation as well as photos for clothes in Jeansland. Billboards will be put in two places: the mall where the brick store is in and main business street. Magazine is used to put advertisement as well as some fashion articles about Jeansland. Flyer and posters will not be used, since it is not suitable for the brand image. While VIP promotion will be advertised also in Micro-blog, since it is fast and efficient in transmitting information.

3. Timeline for Marketing Campaign

Chart for timeline

 

 

 

Time

Activity 

Beginning

September-November, 2014

Preparation; negotiation for media channels, spokesman

First period

December, 2015

Advertisement shooting & edition

Second period

January-March, 2015

Advertisement release; magazine article& photo release

Third period

April, 2015

Fashion show

Ending

May, 2015

Evaluation for marketing campaign

 

As the chart shows, the marketing campaign mainly last for five periods: the beginning period is for preparation, for example, the invitation and negotiation for spokesman; the negotiation of media channels for TV channel, magazines & pop-star in China. Then in the first period, advertisement will began, and pop-start in China will wear the jeans wear supported by Jeansland, for example, we can support free jeans wear for popular entertainment program in Chinese TV channel. In the second period, the TV and magazine advertisement will be launched, besides, stars and presenters will also wear Jeansland’ clothes to start their program. With preliminary received popularity, a great fashion show will be host in the third period in the central mall of CBD. Then, the overall efforts will be evaluated in the ending part in order to get drawbacks and achievements.

 

3. Budget Details

 

Items

Estimated Cost

Beginning period

Traffic cost, meal cost for negotiators

$500

First period

Endorsement cost & cost for TV Channel and magazine

$500,000

Second period

Advertisement shooting cost & edition

$100

Third period

Fashion show cost

$500

Ending period

Evaluation cost

$50

 

As the above chart shows, the largest cost should be for the spokesman, and it will also be negotiated to reduce by supporting free jeans wear for the two big stars, even though i think it is very significant to invite influential spokesmen, the cost should also be reduced to the minimum. For TV, magazine, the cost will be controlled within $50,000, even though it is also a large sum. The other cost for advertisement shooting, fashion show and evaluation, the cost will be controlled within $1000, except for additional cost for inviting models. Besides, the decoration of new store will also cost, but most of the work could be done by ourselves, since IAPM’s original decoration is already wonderful.

 

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