This document discusses a marketing plan for an Australian fashion brand. It outlines expanding the brand into new product categories like a country road line, pursuing brand extensions, and enhancing brand equity through customer empowerment and experiences. It also examines the brand's competitors and opportunities to improve their packaging.

1. MARK5821 Group 5
Feihong
Nikita
Shivani
Yanwen

2. part one- Country Road
part two - Brand Extension
part three - Competitors
part four - Enhancing Brand Equity
● Physique
● Brand experience
● Consumer agency
● Self concept
● Empowerment
MARK5821 Group 5

3. Brand Introduction
● icnonic Australia brand
● stelish & simply merchandise
design
● Australian everyday style
● Witchery, Trenery, Politix,
Mimco
● mid-to-upper customer
(Australia, New Zealand,
South Africa)
● iconic Australia way of life
MARK5821 Group 5

4. MARK5821 Group 5

5. Unique values:
● sunshine
● freshness
● simple
● innocent
● carefree
MARK5821 Group 5

6. MARK5821 Group 5
COMPETITOR
S

7. MARK5821 Group 5
PACKAGING

8. MARK5821 Group 5
COMPETITOR
S