M plan C

Final Pangea Clothing Marketing Plan

Read the following work. Condense your Goals and Strategy discussion into two-page double space section that addresses your marketing goals and objectives, your target market, and your value proposition.

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 around the idea that your purchase of clothing or apparel is giving back to refugees to natural disasters. We want to be the social change without company to show that we give a way for people to give back while obtaining fashionable and stylish clothing. There are other companies that have the same idea as Pangea Clothing, but with every package our customers will see where their donation goes to. Whether it is the latest tsunami or hurricane, our customers will have the satisfaction of knowing which part of the world they helped out.

Pricing and Incentives

As a company, we will make use of two pricing strategies so that we can maximize the sales and the profits. These strategies are penetration pricing and temporary discount pricing. The main aim of using this pricing strategy as a company is to garner a wide range of customers through low prices and then employ a variety of marketing strategies to assist in the retention of the customers attracted. On the other hand, in the temporary discount strategy, we will make use of the temporary discounts to increase the sales volume. Examples of the discounts that we will use are sales, coupons, reductions of prices seasonally and also when one purchases in bulk. The other incentive that we will give as a company is the moral incentive, and this will be offered to the employees does the right things as they are required to them. For instance, all the employees who handle the customers with respect when they are selling to them will be offered this incentive to applaud them for doing the right thing. This is because the employees are comfortable and satisfied when they are handled with care and respect.

Communication and Distribution

Our model is loosely based off of the give one get one model that some other companies are currently using to raise awareness and funds for a certain cause. Because our model is focused on this, social media is going to be one of our primary ways to communicate with our customers and reach new potential customers. Our website and social media will be key channels for us to communicate our message and ideals through. 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 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 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 even lower costs for the clothing that we will be selling. Collaboration with large retailers is also important because if a large and unfortunate event happens, these retailers may promote our product more drastically. 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.