Macys has been selling in stores clothing for newborns and infants under the brand First Impressions. In competition to that, I have identified new products which will target infants and newborns once again but in this case under the brand name Bright Days.
Bright Days’ Mission Statement
Bright Days will offer diversity and an outstanding experience to the desire of every young one. It will bring to every infant and new born an experience that not only makes them glitter at the color and the touch on their skin but also bringing a stare to every adult as they watch them take every learning step covered with brightness. The products will be distributed through Dillard’s. The production department strives at training the employees to have a mind set to give children an awesome experience and do this by considerate use of raw materials including energy.
The target market will be Dillard’s existing and new customers. In this case, the young couples will be probable customers as they will be convinced that Bright Days will be the best selection for their children. In addition, the young ladies and women will be targeted with more intensity in measures to win their taste and preference as they are key decision makers when it comes to what their newborns and infants wear. For the same reason, the young ones will be targeted by displaying the brightly colored clothes for them to see and note their reactions which will most probably influencing their parents buying decision.
The micro-environment factors that will play a key role in this strategy are the customers, employees and the funders. The consumer market who will buy the clothing from the organization will determine the image of the Bright Days brand depending on the experience they get. They will determine quality. The quality and the attitude with which customers will purchase this brand will be influenced by the knowledge on fashion and motivation of employees. Lastly, the funders of the brand will shape the marketing by determining the amount that will be provided for marketing strategies such as advertisements.
The marketing will be influenced by politics, culture and the economy. In politics, the US government always adjusts the economic policies which will then impact on the amount customers are willing to spend. For culture, lack of information about the new brand will keep them purchasing from Macys as they have done in the past. The economy of the nation will influence the amount available that the consumers will be willing to spend in a store.
The penetration pricing strategy will be adopted. The prices for the clothes will be low to attract customers to gain the targeted market share. After the market has been gained, a market-oriented pricing will be adopted in which a research on consumer behavior and the competitors will be conducted. The prices will then be adjusted accordingly with the intention of maintaining the customers, the business and making profit.
The promotional activities by Bright Days will target to inform customers on the new brand, the diversity and the wide range of infant and new born fashion in addition to shedding some light on the prices. One critical promotion strategy will be to advertise. Bearing in mind the competition offered by Macys, advertising will require high intensity. Internet marketing on all social media networks will come in handy as pictures will be provided to speak more than a thousand words. Billboards will be erected as well in major Dillard’s stores to communicate to the consumers on the awaiting selection and diversity of infant and newborn wear.
The image of the restaurant and persuasion of quality and how diverse the clothes are will be achieved through monthly offers and daily unique and special price cuts that will have capture the consumers’ attention. This will let the consumers have a taste of the wide range of the diverse children wear and they will thus develop their favorites.
Physical Evidence and People as an Extended Aspect of the Marketing Mix
Summation of the Business Plan
This plan has been structured in consideration that this is a new brand that is seeking to get its share of the market. The pricing, advertisement and the target market identifies the brand as a new venture that has identified its competitors. The competitive edge of the marketing plan bearing in mind the competition is the fact that the distributing agent and the retailer will be Dillard’s who have the experience to compete with Macys over various products. This marketing plan is thus well position to succeed.
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