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Jenny’s Closet Party LLC: Marketing Plan

Summer 2014 Sample Assignment 2

Presented By: Jennifer Smith

Dr. Karen Mountain

Marketing Management (MKT 500)

Strayer University

Thursday, June 5, 2014

Executive Summary

Branding Strategy- Name, Logo, slogan and product extension:

Jenny’s Closet Party LLC is a local clothing exchanging company. Our exclusive features which gives us competitive advantage, is that we create a new trendy way to enjoy shopping and recycling by creating the ultimate shopping experience with fashion, food, fun and friends. Our events are held at the Porter County Expo Center centered around unique themes, for example: we have the summer theme where we ask ladies to bring tropical and vacation items (bathing suits, sandals, sun hats and sundresses) and as we approach colder weather we have winter themes when ladies are asked to bring items for winter (Boots, snow pants/coats, hats and scarves). Our slogan is Jenny’s Closet, “A great excuse to clean out your closet”. The picture represents our logo:

Having an array of high end fashionable clothing, accessories and shoes to choose from is the treasure you can receive just by donating. Our goal is to extend this concept to other cities in the area as we grow our appeal.

Brand Strategy

Jenny’s Closet Party goal is to change future shopping by providing an unparalleled swapping experience; whether a customer is budget-savvy or a shopper with disposable income. From the moment our customers come through the door, they will feel that wave of excitement, boasting our passion “Fashion, Food, Fun and Friends”. As they enter the event, they will be warmly welcomed by the soft silhouette of jazz, and greetings of the hostesses, as they walk around offering Champagne or sparkling cider. Around the room there will also be a banquet of cheeses, fruits, and cakes, which are highlighted by the cascades of a chocolate fondue fountain. The shopping area will be decorated with racks of items to choose from, centered with mirrors and dedicated fitting areas. Jenny’s Closet Party goal is to create an indulging environment of “Fashion, Food, Fun and Friends” in hopes that our customers will spread the word and others will too be inspired and have “A great excuse to clean their closets”!

Develop a Marketing Strategy with execution timeframes:

First and foremost before we begin to promote Jenny’s Closet Party LLC we must have capital. We will work with the Small Business Association and advisors on our Business Plan. Our goal is to seek investors and sponsorships donations for the start-up company. Once we have achieved this we will do the following:

Promotion

Jenny’s Closet Party will implement the following processes within the first 30 days to formulate our brand image and create brand awareness:

· Since we trying to ignite a different way to shop, we will start by introducing ourselves to the community so that they can become familiar with Jenny’s Closet Party LLC, know who we are and what services we provide and ultimately formulate relationships.

· Advertising will be done with the help of social media: Facebook, YouTube, Twitter and on our website Jenny’s Closet Party.

· We will also place an ad weekly in the local newspapers (classified section/near garage sales). We will submit a press release and send out newsletter and fliers through direct mail of our targeted audience on a weekly basis in the local community.

· We will have an elegant pre-launching party one week before the scheduled party. We will send invitations via: press release, text, direct mail, and electronically. Those invited will be: the press, newspapers, the charity that we will be donating to (women’s shelter), sponsors, local officials, family, friends and targeted customers in hopes that they will spread the word of the great function they attended

Additional promotional efforts will be implemented within the next 5 years:

· Open the opportunity to have Jenny’s Closet Party host events by religious and other non-profit organizations to give remaining items to their cause.

· Join the Chamber of Commerce and other local organizations to network and serve as a walking endorsement for Jenny’s Closet Party.

· Extend our targeted audience to teenagers and young (15-20). We will visit the local high schools and colleges encouraging them to swap and donating the remaining to charity.

· Submit Jenny’s Closet Party success stories to magazine companies, newspapers and television station throughout the nation highlighting the good we are doing within our community and for the environment.

Developing a Positioning Statement

Although there are so many thrift stores in this region (approximately 10), Jenny’s Closet Party offers a shopping experience like no other, without any cost associated. It is important that Jenny’s Closet Party LLC is identified and recognized as the imminent and most practical way of shopping. We are strategically positioning ourselves as being the number one choice for reducing, reusing and recycling of women clothing, by giving them “A great excuse to clean her closets”. Our competitors cannot provide these services, an engaging “Girls Night Out” experience with shopping. While resale shops offer you a bland atmosphere and require you to spend money, Jenny’s Closet does not, we only ask:

Clean out your closet, donate your items to Jenny’s Closet Party LLC, attend a delightful evening with friends as you shop, and the leftovers will be given to a local charity; a win-win scenario right? Jenny’s Closet Party LLC the ultimate “Girls Night Out” experience, combining fashion, food, and fun while mingling amongst friends; so what’s in your closet?

Relevant Consumer Behavior

We are strategically positioning ourselves as a bartering service. Understanding the definition of bartering as it relates to consumer behavior has helped Jenny’s Closet Party LLC reach our goals:

“Bartering is defined as the process of obtaining goods or services by direct exchange without the use of currency. In times of economic instability or currency devaluation, it can be a great way to ensure the flow of necessary items and services into your household without using precious funds. The lingering effects of the recession, 2008 financial crisis and high consumer debt are having a lasting impact on consumer behavior (The Fish, 2013).

(Analysis Project, 2014)

(The Barter Quest Team, 2011)

(This Fish & Ecotrust Canada, 2013)

(Analyst Project, 2014)

These illustrations show that economics, psychological, socio-cultural, demographics factors play major roles in consumer buying decisions. And they also show how swapping (bartering) is fastly growing in popularity.

Develop your company’s mission statement and company introduction.

Mission Statement

To transform consumer shopping experience by being the pioneer exchange company in the industry, offering fashionable clothing and accessories in a sociable and pleasurable atmosphere while creating awareness of recycling and giving back to the community by swapping.

References

Tully, Jessica. (2012). Recession has many looking thrift store chic. Retrieved from