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INDIVIDUAL MARKETING PLAN ASSAIGNMENT.pptx

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INDIVIDUAL MARKETING PLAN ASSAIGNMENT.pptx

  1. 1. Marketing plan BY : Omar Elnaggar
  2. 2. 1-Situational analysis: 1.1 PESTEL (macro environment) Item Factor Opportunity Threat Political Tax policy (14% value added tax) Increase price on consumer Political stability Egypt is politically stable (constant buy and sell process) Economical Inflation rate expected to increase 11% in 2022 than 2023 Buying ability of consumer may decrease unemployment increases because of inflation rate Purchasing ability of consumer may decrease Disposable income is decreased due to inflation rate Purchasing ability of consumer may decrease Social Universities reopened again Increase demand on buying clothes male population in target segment 16 M. New year / black Friday
  3. 3. Technological Increase traffic on online shopping Increase buying through  Online website  application Environmental Cold weather Purchasing of heavy waterproof jackets Egypt is a good producer for cotton Expansion to international market with good quality Legal Consumer protection law Increase consumer’s safety to return and exchange
  4. 4. 1.2 Market analysis •Market type pure competition 1.3 Competitive analysis TOWNTEAM PATROL RAVIN U-TURN OVER ALL & PROFILE TOWN TEAM was founded in 1998. TOWN TEAM is one of most popular men’s fashion brands in EGYPT specialized in casual wear and is constantly growing and spreading nationwide across the EGYPT located in the most Central high-end locations, malls, street retail. PATROL was founded in 2000, the brand was originally aimed at men’s fashion specialized in casual wear RAVIN jeans wear is a fast- growing retail clothing brand focused on offering the finest trends in fashion for unbeatable prices. Founded in 2004 by 2006 16 branches were successfully running with fast growing popularity and a dedicated team U-turn founded in 1999 with more than 10,000 model with more than 15 branches all over provides different types, styles for men COMPETITV E ADVANTAG E A lot of offers throughout the year  A lot of branches in Egypt  Specific in men wear  All what men wants  3.5m follow in fb  Hot line Well organized website (easy to use)  Design your t shirt  2 branches in china  New branches in middle east in2021  Exchange within 30 days  Formal wear TARGET MARKE T Men age from 16 to 40 years looking for affordable casual wear Men age from 16 to 40 years looking for affordable casual wear Family looking for affordable price clothes Men age from 16 to 40 years looking for affordable casual wear
  5. 5. MARKETIN G STRATEGY Overall cost leadership strategy Overall cost leadership strategy Overall cost leadership strategy Overall cost leadership strategy PRODUCT & SERVICE Men & boy’s clothes Hot line Shopping app in android & ios Men clothes Family clothes Shopping app in android & ios Ravin reward program Men clothes Online shopping Promo codes PRICIN G & COST Penetrating price Penetrating price Penetrating price Penetrating price DISTRIBUTIO N CHANELS  Stores  Online website  Stores  Online website  Stores  Online website  Stores  Online website
  6. 6. 1.4 SWOT analysis Helpful (for your objective) Harmful (for your objective) internal Strengths  A lot of branches about 50 branches (urban and rural)  Well organized online app (easy to use)  Covering different taste and needs for men  Hot line  A lot of offers all over the year  Google push ads  SMS Weakness  No classic or formal men’s wear  No TV ads  No branches outside Egypt external Opportunities  Increase demand on purchasing affordable high- quality casual wear  Increase traffic on online shopping Threats  Intense competition  Competitors invading international market
  7. 7. 2-Marketing Objectives(SMART) Financial Objectives Non-financial objectives To increase market share by % by the end of 2022 To expand and open a new sewing factory for men’s clothes by the end of 2022 to decrease the cost of raw material used in manufacturing To increase the sales Increase the employees to more than 2000 by April 2022 to open line for classic and formal men’s wear by the end of august 2023 To start penetrating the gulf market by April 2023 Vision Our vision is to be the pioneer Egyptian male wear brand globally, where men can come to find and discover anything they want in their everyday wear and occasion either online or offline Brand vision on their website OUR VISION TOWN TEAM Vision is to become the menswear market leader in Egypt and expand the business across the borders Mission To supply male youth with different wears that satisfies their tastes with affordable prices Brand mission on their website OUR MISSION TOWN TEAM mission is to bring the latest fashion styles and offering wide product selection at affordable prices through the largest chain of stores in Egypt located in high– end street locations and malls to easily connect with the customers
  8. 8. 3- Marketing Strategies 3.1 STP Market Segment Geographic Region All over Egypt Density Urban – class B Demographic Age 16 - 40 Gender male Life cycle stage Generation 2004 - 1980 Income 4000 – 10000 Occupation Employed – students Behavioral Benefits sought Cost-good designs Personality Active/ ambitious / searching for quality with good price User status Heavy -medium Psychographic Social class Class B Lifestyle Compulsive
  9. 9. Positioning statement: To casual active youth, TOWN TEAM is casual wears store that give high quality imaging affordable clothes with widely spread stores because of using Mix of high-quality Egyptian cotton and imported raw materials. 3.2 Strategy type (generic strategy) Overall cost leadership
  10. 10. 4-Tactics 4- Marketing Mix 4.1-Product: (Product specifications) Goods men wear from age 16 to 40 years Shoes Accessories Shirts t-shirts Coats & blazers Knit wear Hoodies & sweatshirts pants Moccasins Belts Polo shirts Coats pullover sweatshirt shorts Boats Perfumes Jackets Slim fit jeans Sneakers bags coats Comfort fit jeans casual Vest Skinny fit jeans Ankle Basic blazer Regular fit jeans Sport Fashion blazer Slim fit jogger pants Boot Melton sweatpa nts Smart Slim fit sweatpa nts 27 items
  11. 11. 4.2-Price: Public price Discounts Distribution channels Producer Retailer Distribution strategy Consumer Fraction price 0.99 not 1 Quantity Promotional price “loss leader” Pricing strategy Penetrating price 4.3-Place: Selective
  12. 12. 4.4-Promotion: Promotional Tools Advertising  Billboards  Tv ads  Radio Direct marketing  Social media (Facebook and Instagram)  SMS  Call center  Direct response advertising  E-commerce 5-Actions Time What where Who Budget How KPIs(Control) Jan Feb Mar Apr May June July August Sept Oct Nov Billboards Delta Mohamed Hamaky 2 Million Okaz marketing agency  Increase sales by 10 % by end of December 2022  Increase customer data base by 5% by end of December 2022 Dec
  13. 13. Thank you

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