Assignment 3: Part C: Your Marketing Plan

Introduction

Business is not complete without marketing the products. Human beings also market themselves to employers as brands that can be trusted with the company infrastructure and resources for a desired result (Riel, & Fombrun,2007).Deli-Wear is known for its robust and continuous production of different forms of wear from men’s clothing, women clothes and protective gears such as gloves. The most important aspect to note is that not only this company is in the textile industry; there are other competitors in the market that have to be beaten in terms of the brand sold out there.

Branding strategy for Deli- Wear shirts

Branding involves creating a very unique name and image of shirts produced by in the mind of the consumer through advertising campaigns with a theme considered consistent. The product chosen in this case are shirts produced by Deli- Wear. The logo chosen for this product. This brand management is meant to involve the whole company and not just a bunch of people who belong in the marketing department (King, 2010). All employees at Deli-Wear are designed to obtain relevant training of branding so that this practice is not just rested on the shoulder of three or four members of the marketing department. The brand name chosen for the shirts produced at Deli –Wear will be Easton-men’s shirts.

The name Easton symbolized high performance, style and design and high protection. The strategy developed here also embraces advertising as a mechanism to improve market awareness. One of the reasons why the company Nike has enjoyed a huge market share in the purchase of their products is the fact that they share great market awareness (Mooij, 2004). The strategy addresses the right audience for the shirts and in this case the men. The strategy revolves around the key information about these shirts that our customers need to understand.

Brand extension can be described as using the same logo and brand name designed for these shirts for other products in the firm. This is a marketing and branding strategy that is essential in spinning off the new product. The other products that will be covered by the above given brand name are the men’s jeans produced by Deli- Wear. They are durable, affordable, smart, and suits the casual wear needs of men from different classes of the society. The brand logo designed for these shirts will be a company executive exuding confidence in a board meeting with a well- branded Deli shirt. The slogan for these shirts, is designed in such a simple but captivating sense. The slogan chosen is meant to be a powerful marketing tool that are meant to encourage the customers appreciate and motivate the customers support the brand of shirts described above. For the shirt brand, the slogan will be; Quality and affordability never runs out of style.

Marketing strategy for the product

Many companies produce men’s wear especially shirts and therefore this paper designs a robust marketing strategy for the shirts to ensure that at the end of production chain, there is a continuous flow of the product into the market and therefore its ability to reach the target market. The Deli shirts are specifically designed for office wear though other casual official shirts are also in the textile chain to enhance variety. Firstly this strategy will partner with other allies producing the same product. Marketing partnerships have increased the volume of sale since collaboration leads to production of better content. Secondly, this strategy is to embrace user generated content (Solomon, 2003).

Having clients comment on the quality of the shirts produced by the company enables a better production in the future. Sometimes, positive critique enables companies to make adjustments into areas of operation that they have not done well to make better productions in their subsequent operations. Customers can share personal experiences with the shirts and exchange ideas. Additionally, a platform can be created where the clients give feedback on the quality of the shirts produced by our company and this is very essential in product marketing (Solomon, 2003). Thirdly, the company must accept that there are other influences who have been in the game before the entry of Deli and therefore learning from their rich database of experience and information is a way to appreciate competition and embrace it. This strategy also involves experimenting the shirts produced at the company with new channels and platforms.

A positioning statement and perpetual maps.

For men who are interested to but best shirts, durable, classic, outstanding shirts are a men’s wear that will bring out the confidence in you. Our shirts are not only the best in the market but also pocket friendly to all people in different classes of life. Whether form a high class or from the middle class, Deli-Shirts are available to you. The company will not only go ahead with giving you the best shirt but also create an image that exhibits high level of confidence and pride. Our shirts are custom made, cotton and well-knit to accomplish a desired outcome, that is, to achieve the client’s smartness needs.

Unlike Nike and the similar companies who give shirts at very exorbitant fees, our shirts are affordable and market friendly. The shirts are custom made to men from all over the world regardless of the weather patterns. The company critically selects its material for making the shirts and releases the best product for the current season. The shirts that are produced by Deli- Wear can be suitable in all weather conditions winter during winter of summer. The company’s brand difference is the nature at which they cater for all pockets regardless of the position in the society. Unlike its competitors, the shirts produced by the company are as cheap as can be afforded by all members of the society.

Consumer behavior for the target markets

Customer behavior is usually accepted to imply decision making process that is employed with the target consumer audience when choosing and especially in this case the target customers are the men who are expected to buy these shirts. The market segmentation is an important aspect to be considered when looking at customer behavior. For the shirts produced by Deli Company, the target audience are men working in offices and casual shirts for weekend’s parties and off duty attire. Men usually like classic and long lasting products since they do not frequently visit market stores as the women do. Usually, in a single shopping, men are less likely to buy as many shirts as a woman would purchase clothes or footwear in a single shopping.

Therefore, there is need to develop a brand that will capture their buying power while ensuring that the prices are fair and the quality given is unquestionable. In this regard, the slogan captures affordability and quality. When quality is tailored with affordability, the purchasing power is likely to increase amongst the men. Studies have shown that women frequent the tailor shops to order for new outfits and this is the exact opposite of the men. Therefore there is need to give out a product that is needed by all of the men since most men work in an office environment. Additionally, the brand logo depicts an executive in a board meeting with an outstanding shirt, this is meant to give the customer an impression of how the product will give out his image once the product is purchased and put on.

Company’s mission statement and company introduction.

Deli-Wear was incorporated into the business fraternity in 2003 and has since strived to become the number one producer of clothes. The company has embraced itself in the market and stamped its authority in the production chains by being at the advanced chains in the production of organic fabrics. The products produced at the company are not only meant to answer the questions of affordability, durability and quality that have always been demanded by the customers, but also addresses the issue of timeliness. Our product are cost effective and able to stand the test of time. The shirts withstand various forms of washing designs, from washing machines to hand wash. The fabric used in making these shirts is not only organic, but synthesized in a manner to meet environmental concerns. The mission of the company is to meet the customers’ needs while appreciating the different gaps existing within the society nod that’s why the products are pocket friendly. Conclusion

Branding is essential in marketing. The marketing strategies and branding mechanism exploited by this paper are designed to make the company achieve its organizational goal. With a proper brand name, the shirts are able to sell itself without much aggressive marketing. Furthermore with the interests of the consumers at heart, the products the production is not only ripe but also timely.

References

King, B. (2010). Bank 2.0: How customer behaviour and technology will change the future of financial services. Singapore: Marshall Cavendish Business.

Mooij, M. K. (2004). Consumer behavior and culture: Consequences for global marketing and advertising. Thousand Oaks, Calif: Sage Publications.

Riel, C. B. M., & Fombrun, C. J. (2007). Essentials of corporate communication: Implementing practices for effective reputation management. London: Routledge

Solomon, M. R. (2003). Conquering consumerspace: Marketing strategies for a branded world. New York: AMACOM.