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312818 1
Marketing Management
Executive Summary
This three year plan for the marketing of the products of this company has been designed
by the chief executive officer and also the founder in order to be able to secure more
finances for uplifting the company and to pass information about the company’s current
status and future direction tom its employees. Though this company was started this year,
it has experienced a greater demand for its products than previously anticipated and
research has indicated that the target market is increasing with sports minded individual
consumers and retailers in sports wear likely to purchase more products that what Defre
robes currently offers (Gibbon 2002). Defre Robes is also intending to extend it product
line and probably add new lines as well. Additionally, the firm plans to venture in online
opportunities by creating ecommerce tool. The market has been very receptive of the
products offered. High quality products, designer and party robes for pets coming in
trendy colours, with logos and slogans that portray outdoor enthusiasm (Hiebing &
Cooper 2003).
Company Description
Defre Robes was established this year by Defredor Ashira, who is a young and ambitious
entrepreneur. Ashira has a degree in fashion and Design from as reputable university; he
has also worked in a designer firm for two years where at a time which he did his post
graduate diploma in marketing. This company is a reflection of Ashira’s Love for outdoor
activities and especially those that involves pets and show-offs (Westwood 2006). The
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company’s original cotton robes for pets to play in are superb and convenient in games,
Defre robes are currently stored in several retail stores across the United Kingdom; they
include areas like Camden, Warwick, Hampstead, and London. The company also intends
to increase to other place like Whitley bay and Hungerford before the end of this year.
The products have unique slogans, well coordinated colours and of greater quality. The
environmental programs. This marketing plan will outline Defre’s plan to introduce
newer products, increase distribution and venture into new markets and give back to the
Business Overview
Defer robes target individual who appreciate their pets and also like outdoor activities.
Sportswear retailers will also form the second majority clients. This is in view of the fact
that people are increasingly devoting some time to take care of their pets and going with
them out for outdoor activities like hiking, normal walks, touring recreation sites their
pets. It’s been found that well dressed pets are attractive to carry around or even take
The company intends to blend these attires by opening a sports centre for the pets’
outdoor activities and games. The pricing of the prices is relatively fair with a simple
robe for a pet (smaller size) going for $40 dollars and the most expensive one is barely $
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80. The firm is still very young and most of the dales are done directly while the rest are
stored in retailer stores and few distributors. The firm also realizes that technology is
increasing and that online services will be more convenient. And as such, the firm also
intends to open online services in future and eventually start recreation activates for pets.
The firm has another compound near Warwick where it can set up a place the people can
go to relax and have good time with their pets (Gibbon 2002)
There are few competitors who manufacture pets cloths in London an major teems in UK
but this will be overcome by Defre’s strategy which includes direct selling to the clients
and organizing events like fashion shows, exhibitions and plays for pets (Okwiya 2009).
The corporate mission for Defre Robes is to be the leading producer and supplier of
personalized robes for pets to their customers and especially those who love outdoors.
The company wants to inspire people to take good care of their pets and to go for outdoor
activities more often. In a period of three years, Defre intends to achieve a lot of financial
and non-financial goals among other things. People aged 18 to 35 are likely to love their
pets and also the very elderly ones above 55 years (Gibbon 2002). The product to be
launched is the designer and sports robes for pets. There are several pets designed for the
common pets like dogs and cats. Other types of pets are also put into consideration like
the monkeys. Tourism in UK has increased and as such even the local people are
increasingly touring local sites and would like to carry (Kotler 2003)
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Key Competencies
Defre robes will capitalize on its core competencies to deal with competition from those
firms which produce clothing for pets. In order to attain a sustainable competitive
advantage, Defre Robes will provide high quality products which will be customized as
well. Already, the firm is developing very strong key competency areas in 1). Providing
high quality customized robes (sports and designer robes) which are recognizable among
clients; 2). Encouraging specialization among customers who buy these products; 3)
established a reputable name among clients as a reliable supplier, delivering the specified
products on time. Defre intends to optimize on these factors by use of marketing efforts
that enhance the volume of products offered plus the distribution (Kotler 2003).
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Establishing good rapport with clients, distributors and suppliers, the firm will be able to
create a sustainable competitive advantage over other manufacturers. It will ensure that
no other company can offer with conviction to their customers what is supplied at Defre
Situation Analysis
The market situation for Defre Robes presents a lot of potential and overwhelming
opportunity which need to be exploited. Thought there are a number of challenges that
the firm believes can be successfully overcome. For this reason, a SWOT analysis was
conducted by the marketers of Defre Robes. The SWOT analysis is just a tip of what will
happen once the firm is established. In a period of one year, Blue Sky has established
some inspiring strengths and anticipates even more opportunities. Its committed
management, dedicated workers, and increasing number of loyal clients and good
financial planning outputs the company in a better position of growing very big(Gibbon
2002). Nonetheless, as Defre anticipates increase of its product line and spread to fresh
market, the firm will have to protect against myopia and quality slippages
Strengths
2. currently the firm has very little debt but enjoys a lot of potential for expansion
3. the products from Defre robes are receiving overwhelming acceptance in the
4. For maximum quality control, Defre Robes deals with few Suppliers
Weaknesses
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1. the founder of the business can loose focus the mission and scope of t he business
2. very few clients across the country know about the products offered by Defre
3. since the firms has just begun, its financial flow is limited
4. the firm relies on few supplies and this can greatly limit production when these
Opportunities
1. Defre Robes is slowly establishing loyal customers who are likely to frequent
2. the market demands are so dynamic that they need to be filed with new products
like the invention of Defre , customized, designer and special function robes
4. the firm can increase its client base, sales, and acquire effect transactions online
Threats
1. customers may get tired of the notion maintained by the firm for long
2. other companies dealing in clothing for pets may launch a similar product
3. sale of clothing for pets has over the years not been very consistent
4. The relationship between customers and the company may deteriorate because of
The target market fro Defre is the active clients between the ages of 18 to 45 who like
outdoor activities and value their pets going for a walk, taking a pet to places they can
play. They are in most cases not very good at what they will do but they enjoy at the end
of the day. People in this age group are very active; they could be married, single, and
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supporting families. With an average income of $ 60,000 to about $120,000 per year; the
income could be good but due to financial problems like th4e recession, people are every
conscious with pricing and consistently seek to quality in these targets. Due to age, these
clients are very active and outdoor for their pets are very suitable (Gibbon 2002).
Basically the marketing mix will involve the concept of the 4 P’s (i.e. Price, Promotion,
The Product- Defre offers high quality robes fro pets specially designed fro outdoor
activities. For instanced in case of playing basket ball, or talking a walk. The firm has
established the best colour coordination (grey, cactus green, jungle green, and river rock).
The robes bear a slogan chosen by the client and the firm’s logo. Over the year to come,
Defer robes intend to expand business by introducing another production likely. This will
see the customer’s selves the loge they like fro their pets based May be based on the type
of sport the clients like of the massage he/she wasn’t to convey to the rest (Kyle 2009)
Place- this is basically related to selling of the product, the product has to arrive at the
correct place in time. Currently, Defre does its dealings with marketing stores. Several
specialty salts are found almost everywhere across the country. Currently the products of
this firm have not gone on national level or even international. Its products are not stored
by other stores apart from the ones in contract with Defre Robes. The changes in seasons
and climatic conditions are great determinants of the way people engaged in the outside
activities and also on how often they go out on vacation or play (Kyle 2009).
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Defre plans to increase supply over the next three years to retail specialty stores all over
the nation. Concentrating on the regions that are attractive to tourists like the Warwick
areas. In order to reach a wider base of customers, the firm intends to ensure that it opens
and runs an online marketing program that will offer customized products. Eventually the
firm will be able to establish internet kiosk at the critical store outlets to allow customers
to place orders for their products specifying all the details plus making sure that the firm
Promotion- communication with the clients is done in several ways, since the company
is still young, direct mailing has been central in the communication processes. However,
the company has placed some information on the internet and it’s currently planning to
launch its website that will comprehensively cover all the details about the company.
Promotion, advertising and marketing are more less the same thing and the firm has
utilized direct mailing, phone, flyers, posters and ads in the news papers to differentiate
its product from that of the other firms. These strategies have proved to build
relationships and to establish confidence in the new products that are bout to be launched.
Currently, public relationships and sales promotions constitute the bulk of Defre’s
The Price- just as identified earlier, the firm is very sensitive to competition in its
approach to setting up prices. Defre Robes is not basically concerned about making the
firm very expensive or look luxurious neither is it trying to achieve objective of offsetting
low prices by making large volumes of sales. Rather value pricing is the method used
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here. This type of strategy has allowed people to access very comfortable robes all
The Budget
The firm is expected to enjoy increased sales for year it begun and this year. The
following table shows last year this year and the projected three years for which this
300,000
Prices in $
200,000 Sales
100,000
0
2008 2009 2010 2011 2012
Years
The Timeline for expansion and introduction of new lines will be according to the
following table. The process of implementing every activity will be closely monitored
products
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Defre Robes anticipates to proceed with its operations into the future, with no intentions
whatsoever for quitting the market. Rather, the firm looks forward to enhancing its
presence in the market. Presently there are no plans for mergers or acquiring public stock
Communication Plan
Several means will be used to communicate both internally and externally. Internal
information will be conveyed by use of Data sheets, sales guides, business seminars, and
presentations. On the other hand, External communication will be effected via press
releases, customer case studies and product announcements (Changchien & Lin 2005).
In order to gauge whether the marketing efforts are fruitful, the established goals like
trade shows will be evaluated under success merits. For instance if there is no benefit
from the trade show, then the firm will change tactic and focus on conferences while it
tries to improve the manner of presentation. Progress reports will also be analyzed used
and published and copies made to the CEO, workers. Each marketing effort will be
Defre has is far been able to penetrate about 1% of the market segmentation having
opened several stores over the past one year. The launch of this new product will enable it
to get a wider audience and inspire hope for future as this is expected to translate into
sales as already indicated (McDonalds 2007). Nonetheless, the firm has been
References
Changchien S.W & Lin M (2005). Design and Implementation of. A Case-Based
Reasoning System for Marketing Plans. Expert Systems. With Applications, Vol.28…
Issue 1 pp 42 – 54
Hiebing R.G & Cooper S.W. (2003).The Successful Marketing Plan. McGraw-Hill
Professional.
Kyle B (2009). Developing a Marketing Plan Outline and Writing the Plan.
http://www.websitemarketingplan.com/marketing_management/5steps.htm
Okwiya R (2009). How to Write a Successful Marketing Plan. Business and Finance.
http://www.associatedcontent.com/article/1966798/how_to_write_a_successful_marketin
g.html?cat=35