Professional Documents
Culture Documents
Planning Proposal
Brittney Warner
March 6, 2009
I request permission to spend one month testing, interviewing, and implementing the
introduction of a new organic tee-shirt line. This tee-shirt line will be integrated into the
current product mix in order to increase sales. This integration will promote increased
profitability, create consistent repeat customers, decrease new product introduction
backlash, and promote brand awareness of the new line to customer market.
Present System
At present, Aldo Group consists of men and women’s shoes, accessories, and shoe care.
These categories have produced a maximum profit value, but due to the economic
recession, sales have decreased. The new tee-shirt line will be a remedial approach to
solve the decrease in sales.
The present system worked adequately until the current economic recession. The present
system must be revised in order to spark an increase in sales, customer recognition, and
repeat customers.
Objectives
To solve the decrease in sales for Aldo Group, the company needs to implement this new
organic tee-shirt line into their product mix. This will do the following:
• Provide a new product category that customers will purchase
• Create customer loyalty to the Aldo brand
• Promote consistent repeat customers
• Increase awareness of sustainable materials in clothing and the beneficial
environmental impact.
Proposed Solution
I propose to solve Aldo Group’s decrease in sales by developing and integrating a new
product line into their existing product categories. The new product line will be an
organic casual tee- shirt line, which will be the beginning of Aldo offering casual, staple
clothing items. I will research two other similar companies who have successfully
integrated a new product line and one who failed to do so. Furthermore, I will interview
two Aldo store managers and the district manager in the Midwest. This will allow me to
gather their insights of the new product line and if they believe it will be successful to
increase profits as well as promote customer acceptance. Another research method I will
use is a survey completed by the customers in order to find out how they interpret the
new line.
Method for Developing the Program
I propose to create and implement the new product line in three steps: testing it,
interviewing and research, and implementing the new product line into the existing lines.
Testing the new line will occur by using the survey to gather information from Aldo
customers. By conducting this survey, I can eliminate reasons why the new line with be
successful or fail. I can gather recommendations from customers as well as their true
feelings towards the new line of tee-shirts.
Which of the following Aldo products do you tend to buy once a month?
(Please check the boxes)
Handbags
Men’s shoes
Women’s Shoes
Please indicate your feelings on Aldo products by scoring them on a scale of 5 down to 1
(i.e. 5= excellent, 1= poor) on the criteria listing below. Circle the appropriate score on
each line.
Please indicate your views on Aldo Products by checking the appropriate responses
below:
Excellent Very Good Fair Poor
Good
Secure
Attractive
Less Concerned about
Appearance
Trendy
Confident
Please indicate below how aware you are of Aldo Products by scoring below.
______ Very Aware ______ Aware ______ Somewhat Aware _____Not Aware
If Aldo introduced an organic tee-shirt line into their existing market, would you buy the
tee-shirts? Why or why not?
What is the chance of your purchasing the new organic tee-shirt product if the price was
less than $20?
Definitely Buy Probably buy Might buy Probably not buy Definitely not buy
______ ______ ______ _______ ______
Do you think that Aldo would benefit from this tee-shirt line?
_________YES or ___________ NO
Even if you did not begin to buy the tee-shirts, would you continue to shop at Aldo?
Implementing the program will come from the recommendations I gathered from my
interviews, survey, and comparison of companies. These recommendations will allow me
to implement the new product line into Aldo existing market or make some changes in
order to implement.
Schedule
Task:
Qualifications
Conclusion
I am optimistic about the possibilities that I can improve Aldo’s sales. I believe that by
conducting this project, I can evaluate what will help Aldo improve their sales and
customer loyalty.