memo C

Read the following This memo is 1) evaluate your team's proposed sustainability opportunity for both its strengths and weakness; 2) propose at least three action steps, based on our class, that would help address the weaknesses of your team's opportunities; and 3) propose at least three action steps, based on our class, that would help you accentuate the strengths of your team's opportunities. Your memo should be no longer than 2 pages 1.5 line-spaced (with Times New Roman 12pt font). Here’s some additional guidance for how to craft this memo:

1. Start with a paragraph evaluating your team's sustainability opportunity and the marketing approach that has been chosen. Offer your personal assessment of whether the opportunity can be successful or not and why. Please comment on and provide examples for at least three strengths and three weaknesses for your team's sustainability opportunity and marketing decisions. (Worth up to 25 points)

2. In a paragraph, discuss and provide details about three steps you could take to address the weaknesses present in your team's sustainability opportunity and marketing decisions. Make sure to tie in class-related concepts to explain your approach. (Worth up to 20 points).

3. In a paragraph, discuss and provide details about three steps you could take to take advantage of the strengths present in your team's sustainability opportunity and marketing decisions. Make sure to tie in class-related concepts to explain your approach. (Worth up to 20 points)

4. Make sure your memo meets the space and formatting requirements, and communicates clearly, concisely, and professionally throughout (worth up to ten points).

No outside resource / Reference.

Final Pangea Clothing Marketing Plan

Executive Summary

Pangea Clothing has been created with the purpose of selling high quality clothing in major retailers and dedicating a portion of the revenue received to creating care packages. These care packages will be filled with different items that people need for basic survival, such as clothing, food, water and similar products. These packages will be sent to different areas of the world that have been damaged by natural disasters and given to people that need them most.

We hope to help people in need in ways that current charitable organizations have not been doing by supplying resources that are scarcely given out together. Typically, the people that have been negatively impacted by natural disasters must go to several different locations to get all of the supplies that they need. The care package that we have developed was made with the intention of being the only thing that people affected by the disasters need. This will make the experience that they have gone through a less stressful time for everyone affected.

The most important tactical decisions that we have come up with involve complete transparency with our shareholders, which would mean always showing how our money is being spent in a way that goes towards our core values. Partnering with other corporations could potentially allow for co-branding of our package supplies, lowering the costs that come with developing and shipping these packages.

Primary Market Goals

We are committed to developing a company that sells clothing and donates a portion of the proceeds to people affected by social issues or natural disasters. The first primary goal that our company has is a projected five-year sales target of selling 15,000 articles of clothing by the year 2022. This means that we need to raise product awareness in our selected target market. Another way that we can increase sales to reach our projected goals is by displaying our products in large retail clothing stores such as Macy’s. The second primary market goal we have is that we would like to collaborate with a variety of nonprofit and for-profit organizations. This will help to lower unit costs by receiving some type of donation or collaboration from these companies, with the possibility of co-branding the items within the package.

Target Market

The demographics that we are hoping to obtain market share from are men and women of any age, preferably from the middle class. Products will be directed towards people who are looking for a stylish brand and one that helps different social causes and natural disasters. For example, if a natural disaster occurs, it would be worth pushing the line of clothing that we have more aggressively to a broad, all-inclusive demographic. The value that we will provide to our customers will come from both the product that we sell and through the work we do to provide everyday necessities to people in need around the world. The premium clothing we sell will be of high quality and represent a brand that everyone knows is working to better this world. As for collaboration, our brand will strive to provide a premium product to customers who support our cause which requires us to work with manufacturers who are capable of producing such products. Also, co-branding or just plain goodwill donations from companies could be an effective way for us to reduce the overall cost of the packages that we will distribute to relief efforts. For competition, we will have to compete with already prevalent clothing producers such as Nike, Sonoma, American Eagle, along with the value brands that are offered by large retailers. With the value that we provide by donating a portion of the proceeds received from sales to social issues and natural disaster relief, we also make the brand ideal for purchase around unfortunate world events to gain an advantage in times that are directly relevant to the causes that we support.

Value Proposition

Our brand is a way for people to not only be involved in supporting a brand, but also supporting a social cause that our company is built on. The clothing that we sell will be of a high-quality fabric, that way people will be more likely to purchase it. People are inclined to purchase something if it benefits them and with our product it gives the satisfaction of knowing what they did is positive to the world. Other companies that have the same ‘one for one’ business style are TOMS shoes, Warby Parker glasses, and Blanket America. People enjoy and are willing to spend their money supporting organizations that benefit others because we are all affected by unfortunate events and helping one another spreads happiness among the world.

Introduction

Pangea Clothing is a company centered on the idea that your purchase of clothing or apparel is giving back to refugees of natural disasters. Our main product offering will be premium hats that are branded with our logo and stand for the idea of creating social change in the world. For every hat that is purchased, a care package including necessities for everyday life will be funded and sent to a region that is currently struggling with a natural disaster. There are other companies that have the a similar “give one get one” idea, but Pangea Clothing will give let the customer know exactly where their donation will be going, what disaster it will be helping, and what exactly the aid is that we will be providing.

Pricing and Incentives

As a company, we plan to maintain our image as a premium brand by establishing our intended premium price from the start. However, we will offer a promotional discount for the launch of our company in order to get the word out about our new brand. The incentives that our company offers consists of a level of positivity, helpfulness and social status. Buying our brand leads to helping people in need, so that inherently makes the people that purchase our product feel good about it. Along with that, the brand is going to have the characteristic of it helping people, so if someone wears a hat with the brand logo on it, they carry a type of status with them that shows people that they have spent their money in a humanitarian way.

Communication and Distribution

Our model is loosely based off of the give one get one tactic that some other companies are currently using to raise awareness and funds for a certain cause. Social media is going to be one of the primary ways that we can communicate with our customers and reach new prospects. With social media, we can show our shareholders the positive impact that we are having on the world through our care packages. Our online presence will be the primary method for us to communicate our messages to our shareholders. We can share the impact that our company is having around the world on both our website and on social media in order to create additional publicity. As for distribution, we plan on working with retailers, such as Walmart and Kohl's, to get our products featured there. This will help our product reach a larger audience than we would be capable of getting it to. In addition, we will sell from our website and ship from our own warehouses so that we can take advantage of the trend in mobile sales.

Transparency

Transparency within a company is important in making sure that the stakeholders understand where their investments are going to. Here at Pangea Clothing, we will be as transparent as possible in showing how our profits are going to philanthropic causes. We will be sure to frequently show the number of packages delivered, the money spent per hat the goes to the care packages and which cause the packages are being sent too. Showing the stakeholders where their money is going is imperative in showing that they are truly making a difference and helping someone.

Engagement

While we are focusing on international causes and doing what we can to help people there, people will always need help in their communities as well. We will host different charitable events, such as food drives and clothing donations to send resources to people that need them. Along with that, spending time at highway cleanups and animal shelters will be ways that people can help the inhabitants of a community in a more hands on way. We will also give company sponsored time to our employees so that they are able to help out with all of these causes if they would like to.

Network

Part of our strategy is to connect with large corporations in order to get some level of cooperation and potentially even partnerships. Teaming up with a large corporation, such as Proctor and Gamble for necessities or Hanes for clothing, would help to lower costs of the packages that we will be supplying people if the product that we are shipping them is branded with their logos. Giving the partners that we collaborate with positive publicity could lead to more branding and greater margins for the clothing that we will be selling so that we can extend our reach even further. Collaboration with large retailers is also important because if a large and unfortunate event happens, these retailers may promote our product more enthusiastically. This would get us a boost in sales, the retailer the benefit of supporting a cause and give more people that could use the packages what they need.