Free Business Plan On The 4 PS And STP For Clich Clothing Lines

Cliché seeks to be the market leader in clothing lines in our target market demographic. Through the implementation of a strategic marketing mix, we intend to reaches our target market through various efforts.
1. Product
Cliché products are designed to be unique, versatile and affordable. We employ trendy designs with quality fabric and manufacturing that produce an end-product similar to high-end clothing lines. Our primary marketing focus is on delivering an affordable product line to our target market.
Our product line includes: jeans, shorts, dresses, skirts, t-shirts, and polo shirts. Each item in our product line is clearly branded, packaged and labeled with our unique and recognizable logo which serves to relate to our target market the quality and affordability of our products.
Cliché items are versatile because they can be used in multiple social situations. That feature of our product allows consumers to purchase fewer items for multiple situations. The versatility of our products complements our target market’s needs by providing affordable pricing and unique but versatile clothing. Further, Cliché offer customers the opportunity to design their own clothing.
Cliché marketing utilizes both relationship and mass marketing efforts specific to the geographic location. Our relationship-based marketing efforts include our social media campaign aimed directly to our target market. Our mass marketing efforts are geared to specific geographic locations which are densely populated with our target market.
2. Pricing
The Cliché pricing strategy is cost-plus pricing. Our focus is on our target market which is unable to afford high-end clothing brands like Ralph Lauren but who want quality clothing. Our primary focus is delivering quality products at affordable prices.
As a major point of our pricing strategy, it is crucial to our success that we maintain appropriate margins from our manufacturers and take advantage of bulk discounts where appropriate.
With our cost-plus strategy, we do offer additional add-ons for our customers which include the opportunity to design their own clothing for an additional cost. However, we do not foresee changing our pricing strategy based on seasonal fluctuations in the industry.
As a demonstration of confidence in the quality and versatility of our products, Cliché offers a money back guarantee for customers which backs our affordable prices.
3. Place
Our target market will find our products in our main retail outlet located in Atlanta. We also employ a dedicated website which extends our product nationally. Additionally, our products will be placed in various trade shows that will serve to access our target market and increase the Cliché brand awareness.
Our long-term goal is to penetrate major retailers in the Greater Atlanta area with a heavy emphasis on store presence during the peak back-to-school shopping season of mid to late summer.
Our sales goals are aligned with our distribution efforts. We intend to sell primarily through our own retail outlet and website. Future efforts include penetration of major retailers within the Greater Atlanta area with eventual expansion to the entire Southeast United States.
4. Promotion
Cliché focuses on promotional activities that increase brand awareness in the Greater Atlanta area and, eventually, in the Southeast United States, and to develop stakeholder relationships which promote economic success for Cliché and satisfaction for its suppliers and customers.
Cliché promotional efforts seek to attract customers which include young adults and teens in middle class families. Although Cliché is focused on that particular target market, Cliché products are available to all customers regardless of demographics.
Cliché also seeks to build brand awareness and image while highlighting our distinctive offerings and the value our clothing provides to our customers. Two major areas that influence the purchasing decisions of our target market are television and radio. As such, our promotional activities include television and radio advertisements featuring athletes and celebrities touting the Cliché clothing line.
Cliché will offer promotional discounts on various product lines relative to the seasonality of certain lines. And Cliché will launch an awareness campaign highlighting the social responsibility of Cliché while promoting positive actions to the specific groups that our target market deems important.
Lastly, Cliché seeks to attract a quality sales force with a focus on developing strong relationships with suppliers, customers and potential customers. We will expand our sales force as we expand our business.
5. STP
We segment our target market into young adults and teens in the middle-class socioeconomic status. Members of this segment are interested in fashion and believe that what they wear is important to them because of the social impact associated with clothing. While fashion and their clothing are important to them, they are unable to regularly afford high-end fashion lines and these segments need more affordable options. We focus on this particular segment because of its need for quality fashion clothing that is unique, versatile and affordable. We define middle-class families as those whose annual incomes range from $35,000-$65,000 and include a family no bigger than five members.
Our strategy for market penetration is to deliver unique designs at affordable prices. One primary strategy for reaching our target market is through a dedicated, grass-roots marketing campaign. Cliché will utilize: Facebook, Twitter, Pinterest, YouTube, and Instagram with an eye toward social media trends that attract large audiences of our target market. Social media plays an important role in our grass-roots marketing campaign because Cliché can advertise and connect directly with our target market while increasing brand awareness and knowledge of promotional activities.
When integrating various social media platforms for marketing and advertising, the most important component is the consistent delivery of our brand message and value proposition which consumers can identify with and connect to.
Additionally, our target market utilizes television and radio. We will utilize television and radio advertisements geared toward specific media that demonstrates a dense population of our target market as their respective audiences.
Cliché provides unique products to a target market whose needs require quality and affordability. Through our various marketing efforts, Cliché seeks to become the market leader in our target market.