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1.0 Summary
The following is an integrated marketing communications plan designed for Peter Field custom ties. This plan will include a promotion opportunity analysis, advertising plan, database programs and promotions. Additionally, a media plan and methods of evaluating the success of this plan are described. Chicago-based Peter Field is a brand of custom designed and constructed neckties made in America. The products are sold online and through their office in downtown Chicago on Wells St. Peter Field also specializes in custom made bow ties, pocket squares, custom alterations, and wedding party alterations. Peter Field provides high quality custom silk, cotton, wool, and linen ties. The competitive advantages of Peter Field come from the fact that it is 100% handmade in the USA. This fact, coupled with its other characteristics makes it very attractive to consumers that desire custom fit apparel. Our main objectives for this plan are to build a strong brand image, to develop brand awareness and to enhance the brands image in order to be able to increase market share, sales volume and to build customer traffic. As a local brand, Peter Field is looking to gain a strong foothold with new and existing customers by targeting men 25-45 years old, specifically in the Chicago-land area. Through this plan, Peter Field will actively move forward to define a thriving market within which the brand can prosper. With extensive primary and secondary research, Peter Field will accurately define and target challenges that they face. With this information, new objectives will be proposed for the Peter Field brand that will define and reflect the market trends, which will in turn resonate with the target audience. Peter Field will reach the target audience through various promotional and public relations strategies and tactics. With this campaign, Peter Field hopes to educate consumers on the benefits of Peter Field custom accessories and create a need for their products.

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1.2 Company Description

Entrepreneur Nicholas P. Monterotti founded Peter Field in 2010. After working for several years in the retail clothing industry, Monterotti bought a sewing machine and taught himself how to make a tie. Monterotti decided to develop and market a line of ties that are unique and custom designed to specifically fit each customer. Peter Field products are made of high quality materials with 100% of production in the USA. Every single order begins with a professional fitting. Peter Fields in dept process of body measurements ensures a precise, tailored fit to the shape of your body. Peter Field will guide you though the process of selecting a material that best fits your needs. Peter Field can design the perfect tie for any occasion, from everyday work wear to black tie affairs. Then, in approximately in 1-2 weeks, your custom tie will be ready for pick up at their Chicago office. If you are not completely satisfied, Peter Field will make all necessary adjustments free of charge. Peter Field ties are currently available for purchase in store or online. The high quality, trendy designs, and unique message of the ties have gained Peter Field a following among customers between the ages of 25 and 45. Sales have slightly increased in the last few months alone, and Peter Field is currently working to expand its product line.

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2.1 Market Analysis

Ties are considered as items of fashion. It is perceived that a tie can improve ones personality and fashion sense. In fact, the right necktie can provide the visual accent that completes a new outfit or makes over an old one. Ties are classified into two types, which are bow ties and neckties. Ties are made from various types of fabrics and most popular fabrics that are used for the manufacture of ties are cotton, silk, and wool. Manufacturing of ties is very easy and anyone knowing tailoring can get into this billion-dollar fashion accessory industry. Even with the economic downturn, consumers are still satisfying their need to shop by picking up that cool new pocket square or necktie. According to Dun & Bradstreets 2009 report, the mens and boys neckwear industrys 166 establishments posted annual sales of about $88.4 million and employed 2,270. Companies in this industry tend to be small, with 67 percent employing fewer than 20 workers. Apparel sales are driven by economic conditions, demographic trends, and pricing. Fashion, while important, also plays a role in overall market demand. The growth of the twentieth-century neckwear relied heavily on consumer trends. In order to survive as an industry leader in the necktie market, a company had to have the ability to stay on top of fashion trends and designs. A managerial and professional stratum emerged as the economic situation in the United States changed. The shirt and tie style of dress became mandatory for white-collar workers for much of the twentieth century, which also provided a sizable market for the neckwear industry. The industry boomed in the 1900s, peaking at $1.3 billion in 1996. Tie fashion took a turn in the late 1990s, they went from conservative to more brightly colored and bolder, abstract patters. In the late 1990s, the industry shipped $440 million worth of woven silk ties, $57 million worth of woven polyester ties, $10 million worth of woven ties made from other fabrics, and $10 million worth of other neckwear. As time progressed, the growing acceptability of casual attire in the workplace caused a decrease in total industry sales. Total industry shipmen ts declined from $607 million in 1998 to $457 million in 200 to nearly $342 million in 2002. Sales also fell to $800 million in 2002 and dropped further to 242.4 million in 2006. Currently due to the tough economic conditions in the late 2000s, the neckwear industry is facing some challenges. Skinny ties and bowties are making a comeback, as well as the use of bold colors and patterns and new textures. Tie makers are also increasing their prices significantly.

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Market Trends:
1. Custom wear and altered fits are a growing trend in the fashion industry. Retailers and customers alike advertise their products as custom fit and tailor made. The increased demand for more to fit clothing and the increased demands of the retail clothing market. 2. Current fashion trend? Who cares? Peter Field can custom make a tie or pocket square to fit your personal idea of a current trend you would like to wear, or you can choose from Peter Fields very own uniquely designed line. You can also alter your dress shirts to fit any current fashion trend. (customer personalization) CRM (customer relationship management) 3. Menswear fabrics, and tweeds plus academically inspired patterns are in style regarding mens fashion. This is relevant considering the fabrics and patterns used by Peter Field to design custom ties and pocket squares. 4. The US mens neckwear manufacturing industry recorded 2010 sales of almost $204 million, according to research from supplierrelations.com. Gross profit for 2010 was estimated at close to 26%. The US imported mens neckwear products from almost 55 different countries in 2010, with an overall value of almost $223 million. The US exported mens neckwear products to just over 45 different countries, with an overall value of more than $13.5 million. Total US domestic demand in 2010 therefore came to just over $413 million. The most common products in this category are neckties, along with mufflers and scarves. 5. Regional and International markets: Example: China is forecast to record the fastest market growth in the menswear industry among the five leading developing nations of South Africa, Mexico, India, China and Brazil, (reported by MarketLine - consumer report research). Chinas menswear industry is expected to generate sales of close to $78,000 million in 2014.

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Table 1. Customer Segmentation of the US Tie Market

Segment Segment Characteristics Percent US Tie Market

Elite Executives

Brand Recognition, Quality Conscious, Price insensitive

11%

White Collar Businessmen

Conservative fashions, Moderate to expensive price range

45%

Trendies

Impulse buyers, Value style over brand name, Moderate prices

27%

School Ties

Younger buyers (age 15 24), Less expensive prices, Influenced by family and peers

7%

Eccentrics

Retro fashions, Outlandish designs, Price insensitive

10%

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2.2 Macroenvironment
P. Political Factors: There are no immediate threats to Peter Field in regard to tax policy, employment laws. No information is available concerning Peter Field employees. There is a seamstress, but not sure if she is a contractor. Peter Field environmental regulations would concern the use of anything breaking regulations in the tie, bow, or alteration process, or the toxicity of the fabric used to make materials. From research there is no environmental regulation threat. Trade restrictions would be a concern regarding the trading of Peter Field product. There is no threat here. Tariffs would concern the importation and exportation of materials used in the Peter Field product and service capacity. Little information is available concerning the source of Peter Field fabric. I suspect it is imported from another country. The political stability would regard the political message of the company. E. Economic Factors: There is a positive chance for economic growth for Peter Field. Retail and Service markets will influence consumer spending and clothing and clothing related services (see 5 industry trends). The positive for Peter Field is that they have a niche in their market, in which they offer customer shirt alterations aimed at a local market. Peter Field is not affected by interest rates, unless they pertain to loans owed by the company. Financial records are unavailable. Exchange rates and inflation rates only effect Peter Field in regard to revenue. If inflation rises, Peter Field would have to raise the prices of their goods and services. Exchanges rates would affect the value of the dollar, which would also force Peter Field to consider its pricing strategy. As the economic environment improves slowly, the global mens clothing industry will begin to pick up. However, this will likely be a slow process, and companies will therefore be obliged to look for solutions such as consolidation to survive. Companies will be obliged to step-up marketing efforts to foster and maintain consumer loyalty. Product differentiation will also remain a key element moving forward. Inflation will push prices higher, which may well have shoppers straying from their favorite brands to look for discount alternatives.

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S. Social Factors: Peter Field would be most affected by this factor. Are the materials used by Peter Field safe for the environment? Does the company promote the usage of recycled goods, or organic material in the process of creating its goods, or delivering services? This is the health consciousness element of Peter Field. Population growth rate would increase potential customers in the Peter Field demographic. The demographic: Mid 20s to late 30s tech savvy, critical of yelp feedback, men who care about their look, and resonate with look good feel good, clothing fits. The current demographic should be widened to consider the increase in population. The current demographic would also by widened by age to accommodate age distribution. Retailers and companies on the same market have a widened age distribution, i.e, men ages 20-55 are included in their demographic. The client is non-applicable in the career attitudes factor. There is no current emphasis or mention of safety regulation with Peter Field in regard to toxicity levels or hazardous materials used in their product or services. T. Technology Factors: There are questions to answer about the research and development already done on behalf of Peter Field. Will Peter Field be able to allocate funding to Research and Development activity? Is there any research already established by Peter Field to support its current market position? Peter Field is at a disadvantage in regard to R&D because it doesnt have the available revenue to support an in depth R&D campaign vs. its outside competition. Automation would involve Peter Field using innovation technology, or re-establishing a process of alteration and customization of ties and pocket squares. Currently, automation is not a factor for Peter Field, because do not have a large scale production line, nor does it use a process of equipment and systems that rely on efficiency and time to mass produce its product. Currently, Peter Field does not have the need for a technological overhaul in its production process. There are no current technology incentives for Peter Field. The rate of technological change would affect how Peter Field makes its product at volume. Intellectual property issues could affect Peter Field depending on copyright laws surrounding pattern design for ties and pocket squares.

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2.3 Target Market Analysis

Primary Target Market: For this campaign, two different target markets will be identified. The primary target market is men ages 25-45 years old. These men live in the Chicago-land area, have a college degree or higher, household income average $30,000-$100,000+, and single/engaged. These men are image conscious, fit conscious, creative, and frequently purchase formal wear for work or other. They are willing to spend money in order to satisfy their wants with a unique and stylish look.

Name: Justin Sanders Age: 28 Occupation: Financial Advisor Education: Undergraduate degree in Finance from the University of Illinois Marital Status: Single but dating. Would like to get married in a few years and possibly start a family soon after. Would like a spouse with similar demographics and who enjoys the same activities as himself. Resides: One bedroom high-rise apartment in River North with rent of $1,400 a month. He likes the proximity to great bars and restaurants and other professionals his age. Hobbies: Plays in a baseball league on the weekends. Runs 2 miles every morning and competes in a number of 5ks and marathons. Work Life: Averages 70+ hours a week working and spends most Saturdays at the office. Likes to frequent coffee ships on the weekends. He manages his workload via Iphone, Ipad, and MacBook. Brand Affinity: Highly brand conscious and insists on brand name and designer products. Tastes: Likes to shop at high-end boutique clothing stores. His firm requires suite and tie dress attire every day. On the weekends he can be found sporting jeans and a t-shirt from either Banana Republic or J. Crew. He enjoys good food wine, and craft beer.

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Secondary Target Audience The secondary target audience is women 21-28 years old. These women live in the Chicago-land area, have a college degree or higher, household income average $30,000-$100,000+, and are engaged. These women have a passion for fashion and are the typical trend followers. They are willing to spend money on themselves and others.

Name: Jessica Adams Age: 27 Occupation: Accountant Education: Undergraduate degree in Accounting from the Loyola University Marital Status: She has been engaged for a year and she is just a few months away from the big day. Her and her fianc have been together for 4 years. Resides: Two-bedroom apartment in the South Loop with rent of $1,200 a month Work Life: Averages 50+ hours a week working Hobbies: She enjoys shopping and going out on the weekends. She attends movies and fashion shows. Jessica typically stays in on weeknights because of her demanding job. Work Life: She works at a large firm as an account executive she often works over time and her days are mostly spent looking at a computer. She enjoys her work but often wishes she spent less time at the office. Brand Affinity: She is not as concerned with the brand, more with the look. If the product is current and high quality, than she is interested. Tastes: She enjoys shopping on Michigan Ave and most of her work attire comes from boutique stores. She enjoys good movies and good food. She likes to try at least one new restaurant a month.
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2.4 Marketing Mix Analysis

Product In an effort to analyze Peter Field products and services we have to observe what the customer/client takes away from the product or service after or before purchase. Currently, Peter Field has the product line of custom-made ties, bow ties, and pocket squares. Peter Field will also bring color and pattern to the mens sock market buy launching a line of custom socks. Men dont have as many ways as women do to express their personality except for with ties. Peter Field now as the opportunity to capture both markets by pairing custom ties and matching custom socks together. In addition to adding a new product, Peter Field will add a new service called TieScription. Convenience offers customers an easier way to access, use or purchase a brands products or services. Convenience apps and services increase engagement, attract new customers and increase loyalty among existing customers. They can also increase sales by providing the customer with immediate and convenient ways to communicate with the brand, enjoy its services, and purchase its products almost effortlessly, 24/7. Peter Field will offer a service that gives professional men an easy way to fulfill their tie needs on a specific schedule. Men choose which style of tie they want and how often they want them delivered, then log on and set up their tie delivery schedule with a few clicks. There will be an option to add on other customizable additions such as pocket squares and socks. Established Peter Field customers will already have their measurements stored under their consumer profile. New customers can either come into Peter Fields office for a free measurement or can input their measurements during the check out process. Peter Field also engages in the product service of alterations, custom wedding alterations, and miscellaneous personalized alterations. Given the nature of Peter Field's product and services the customer should experience a personalized experience, because the product and service is personalized. In regard to personalization customers and clients should be more engaged in the product/service. There should be more product information available in regard to the fabric used to customize ties and the alterations process. Peter Field's product gets high consideration in style, but more information should be available describing its quality. The question of quality will give customers more to think about in terms of the product. For example, if the custom tie is made from a finer fabric, then higherend pricing would be justified. Elements such as packaging and presentation are important for strategic success. Peter Field's custom ties, bow ties and pocket squares come in a personalized box that helps in its branding process. How does Peter Field's product vary from his competitors, and what kind of relationship is established with customers/clients after product purchase?

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Place Where will buyers look to purchase the Peter Field product? Currently customers have the option of browsing the http://peterfieldcustom.com/ website to purchase a custom tie, bow tie, or pocket square. Today, the Internet is growing and people prefer to do online shopping than going to the actual store. Customer can also visit the Peter Field offices personally if they want to purchase a product or service. Increased circulation of Peter Field would definitely help generate awareness and revenue. What are the distribution channels for Peter Field? Peter Field has gained recognition through Yelp reviews and referrals, but placing his product in stores will increase recognition. This would mean offering a percentage of the sale to the location (store/boutique) the product is placed. As far as we know, Peter Field only has placement in two areas: in the Peter Field offices and its website. Opportunities for placement include: trade shows, store/boutique placement, other websites, collaborative placement, retailers and special events. There are plenty of placement opportunities available in this segment. Peter Field competitors (retail) have an existing aggressive placement strategy. Price What is the value of a Peter Field product or service? That answer will determine the pricing structure. According to the Peter Field website a custom tie can cost anywhere from $55 to $75 in price. Pocket squares are $25 and bow ties prices are not listed. Alterations services range anywhere from $8-$60 depending on the service. By looking at the website a person could establish Peter Field products in the high-end segment. Peter Field wants to position itself as a upscale but affordable brand as well as superior quality accessories. However, competition in this pricing segment is fierce. Any clothing retail chain such as: Macy's. Bloomingdale's and Nordstrom's can sell a nicely designed tie from $30-$300. Not only are these retail clothiers competition, but also men's retailers such as: Express, H&M, and JoS A Bank offer a fierce competitive approach. Will a slight increase or decrease in pricing help Peter Field gain profit margin? Also, what volume discounts, or discounts in general be offered to secure new customers and retain older customers? The problem is that retailers offer customers instant gratification because a customer can purchase an item and where it immediately. With Peter Field the customer has to wait 10-14 days. Price differentiation at a lower or higher price point could help Peter Field gain profits.

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Promotion In regard to promotion, the question to ask is: how, when, and where can we get our marketing messages to our target audience? There are plenty opportunities to promote the Peter Field brand, product, and service. Let's say that we have no, or a very limited budget and cannot advertise locally or nationally on TV, in newspaper, magazines, or radio. There are still opportunities to promote Peter Field. By researching the website: http://peterfieldcustom.com/ there is an absence of advertising, this is actually a promotion opportunity. Once the target demographic is selected, internet promotion opportunities can be tailored to the target demographic. There are opportunities for local (magazine/free newspaper/flyer) advertising at lower costs that national magazines and newspapers. Promotional activity should be comparable to competitors in this segment and also strategic to audience. Direct mailers, internet pop ads, store to store PR, coupons, discounts, events, workshops and give-a-ways, and contest are also low-end promotional tools that could help further promote the Peter Field brand.

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2.5 Communication Analysis

The tie market is huge, which allows most companies to invest more money in successful communication strategies. The most common communication channels are magazines, Internet, direct marketing, and fashion/trade shows. The larger companies advertise their products mainly through magazine ads, direct marketing and the Internet. Each method of communication has a different goal. Companies use magazine ads to introduce new collections and to reach new customers. Companies use direct marketing to keep their current customers aware of what they have and to remind their loyal customers to continue to visit their store. The most popular form of direct marketing companies use are catalogs, which are usually sent monthly. The Internet is very powerful in reaching and engaging consumers with a brand. The Internet allows consumers to connect with businesses through their website. Every business has an online website where they sell their products and try and turn visitors into future buyers and subscribers. The benefits to a company having online subscribers all endless. It gives the business an online database with information such as name, age, gender, zip code, phone number, and email address. This also allows customers to be aware of product promotions, sales, and new products that will be sent through emails and/or text messages. The cost of communicating with consumers is very expensive. Most small companies cant afford to advertise in magazines and/or direct mail so they utilize the Internet and other social media sites as their primary form of communication. The cheapest way for a company to promote and sell their products is through their website. The most successful way to get consumers to visit your store or website is through word of mouth.

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2.6 Competitive Analysis I

Nicholas Monterotti mentioned that he found 2 to 3 outside local competitors that offered custom made ties, bow ties, and pocket squares, He also mention that there are 2 to 3 outside local competitors that offer custom alterations in his niche (demographic). However, the alterations market is wide open. Anyone and everyone can do alterations. Peter Field has taken a piece of the alterations market by targeting a specific demographic (the 20-20's style conscious male). Also, through positive referrals his alterations service has added revenue. There is a question here: Does the alterations service take away from the positioning of custom ties, bow ties and pocket squares? Peter Field operates its alterations on a low end scale, meaning that they alter shirts, and would most like engage in specialty or non-traditional alteration services: i.e., wedding alterations and special events. The biggest competitor to Peter Field is actually retail department stores. If I can buy a beautifully tailored, quality fabric, well-designed tie, bow tie, or pocket square from Bloomingdales, Macys or Jos A Bank, then what is going to make me buy one at Peter Field? This is the question posed in a market strategy aimed at generating revenue. How do we convince this customer to buy a custom made item from Peter Field? The high-end customer could pay around $75-$175 for a custom made tie from Peter Field. This is around the same price point I can buy a nice quality ties from any of the above mentioned retailers, but yet, the alterations customer is not necessarily considered high-end to Peter Field (high maintenance in regard to looks and appearance, but financially?). The biggest competitive threat to Peter Field is retailers. From low-end to highend clothing retailers fashionable ties, bow ties, and pocket squares can be purchased and immediately consumed. Customization and customer preference are the advantages that Peter Field has over its competition.

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2.7 Competitive Analysis II

Peter Field has a few minor competitors because of the similarity of the product and the target it reaches. These competitors include The Tie Bar, DIBI Ties, and Drakes London.

The Tie Bar is a Chicago-based tie company that designs their own colorful and stylish neckties available in silk, wool, and cotton, and sell them for only $15. Company was launched in 2004. Their message rather than wearing that one good tie in your closet for that special client meeting or job interview, you can now wear your good tie everyday. Major outlets such as GQ Magazine, NBC-TV, the USA Today, and the Wall Street Journal have featured them. Since then, numerous other newspapers, television programs, celebrities, and fashion magazines have showcases their products.

DIBI is an established tie and accessory company that emphasizes its commitment to a worthwhile cause, by providing school supplies to rural communities throughout the world. DIBI USA is a line made in the USA. Price range is between $27-$49 dollars.

Drake London was founded in 1977 and is the UKs largest independent marker of handmade silk ties, also colorful luxury cashmere, lambs wool, silk scarves, and throws made in England and Scotland. Their ties are more expensive than other brands.

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2.8 Consumer Behavior Analysis

Culture Factors Culture is the most fundamental determination of a persons wants, needs and behavior. American culture shows distinct brand preferences in many areas, one of which is clothing. A persons clothing can reflect income, education, social status, etc. Also, in western culture trends are rapidly changing, however dressing professionally and accurately is consistent professional, career oriented model. Pressure is forever increasing for men to look their best and wear their clothes well. A person who dresses well is perceived as detail oriented and feels strongly about their personality. Social Factors The consumer is much more influenced by the reference groups, which include family, friends, neighbors, colleagues, etcThe groups in which an individual belongs has an effect on their social position or status. The more unique and fitting a persons clothes are, the more observant people may become. The influences of media and the pressure of competition is factor that will make consumers want to stand out, or fit in to have a social presence. Personal Factors These factors include age and stage in the life cycle, occupation and economic circumstances, lifestyle, personality and self-concept. All these factors play a very important role in the purchase of clothing. A persons sense of dress tells a lot about his personality, which is why people are often very conscious about it. Psychological Factors Motivation, perception, learning, beliefs, and attitudes are key factors that can influence a need in personality. They can also be prime factors that lead to the purchase of Peter Field Ties. There is a psychology pertaining to perception of self, and perception in the eyes of others. Feeling that you are well dressed will build self-confidence and attitude in regard to self.

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2.9 SWOT Analysis

Strengths In-depth industry insights and knowledge. Strong customer loyalty. Positive online presence (yelp reviews). In-depth knowledge of customization and alterations process. Metropolitan location is good for the desired localization market niche.

Opportunity Raise brand and customer awareness through advertising and direct marketing. Increase product range, expand designs and fabric choices. Market localization expansion to increase market presence. Create a personalized product/service presence in a specific market niche. Launch a line of custom socks

Weakness The dependence on outside funds required to develop the business/ limited capital for marketing. The difficulty of developing brand awareness as a start-up company. The lack of company awareness concerning product and services. Competition among retailers is abundant. Lack of research and strategic planning for brand development.

Threats A fall in the economy that could effect on spending habits on these products. Expected competition from previously established market competitors. Changes in fashion trends and consumer attitudes could negatively affect current product model. A bad economy could stop people from buying new ties Social media could lose its impact

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SWOT ACTION PLAN By looking at the key strengths and weaknesses, along with potential opportunities and threats, this plan will capitalize on Peter Fields growing consumer base, by adding convenience and variety to existing target markets, as well as new ones. Peter Field will increase product range by breaking into the sock industry.

Peter Field will expand into the wedding industry due to existing brand awareness, which will help to stimulate expansion efforts and brand loyalty overall.

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3.0 Market Research

Survey and interview results Interview segment #1 - retail men's clothing employee (Macy's, Bloomingdale, Nordstrom, or other - downtown location) Brad Koperski- 22- Banana Republic 1. From your experience, what is the average price range for tie purchases? Around sixty dollars. 2. What do men or women who purchase ties from your store generally look for? (style/design? fabric quality? length? brand?) They mostly look at the colors and the fabrics. The pattern on the tie says a lot about the person and so typically they spend the most time looking at the ascetics. 3. What is a latest or existing trend for men and women that purchase ties? I dont really know about trends, but solid colors and stripes are most popular. Joe Handzik- 26- H&M 1. From your experience, what is the average price range for tie purchases? 10-15 dollars 2. What do men or women who purchase ties from your store generally look for? (style/design? fabric quality? length? brand?) We are fast fashion and so its usually about what is sleek and in style. People who shop here are looking to look good on a budget. 3. What is a latest or existing trend for men and women that purchase ties? The skinny tie seems to be doing really well; dark blues, greys, and blacks are popular. Interview segment #2 - working class executive male (annual income $30,000 $100,000+/frequently shops for clothes)

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Matthew Janosek- 23- Union Pacific Railroad 1. When purchasing a tie, what are your expectations in regard to price, quality and design? I dont buy ties. If I have to wear one. I just wear whatever my girlfriend buys me. 2. How much are you willing to pay for a custom made tie? (range $30-50 / $50-75 / $100-300) I spend about fifty on a hat, so somewhere in that range. 3. Are well made custom pattern or custom fitting ties essential to appearance in regard to wearing a suit or professional attire? I dont really know how custom made would affect a tie. John Keller- 23- Lakewood Security 1. When purchasing a tie, what are your expectations in regard to price, quality and design? What I expect depends on what Im buying. If Im buying a ten dollar tie from Sears, Im going to expect a basic piece of fabric that should last for a few months, but If Im buying a hundred dollar tie from a specialty store I am expecting silk, I am expecting no fraying edges- ever The higher the price the higher the expectations. 2. How much are you willing to pay for a custom made tie? (Range $30-50 / $50-75 / $100-300) No matter what, a tie is a tie. It is scraps of fabric. I wouldnt pay mo re than 50 for a tie. 3. Are well made custom pattern or custom fitting ties essential to appearance in regard to wearing a suit or professional attire? No, as I said before a tie is a tie. Ive never had a custom made tie, but I dont see how it would be much different from a tie I bought in a store. Interview segment #3 - male or female working in the custom alteration industry Jenny Le- 19- One Alteration 1. What are some of the more popular requests or issues with men's clothing alterations? (pertaining to business professional wear) The most popular request is to fix the length of pants. 2. What are your impressions on custom made ties? In your experience and opinion is there a demand for this kind of product? Ive never heard of a custom made tie before, but Im sure theres some sort of market for it.

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3. What are the attitudes of a client that seeks alterations for clothing? Are clients concerned about fit? For what reasons? Weight gain or loss, or really what a custom fit? If they are coming in to get the alterations done, then they or their significant other cares about fit. Most of the time people who come in here bring in new clothes and have them altered to fit. Some people come in for weight gain or loss, but thats not as popular. Rachel Zordani- 26- Hi-Way Cleaners 1. What are some of the more popular requests or issues with men's clothing alterations? (pertaining to business professional wear) The most common thing we have for males is jacket sleeves. Often they are to long so we just take them in a bit. 2. What are your impressions on custom made ties? In your experience and opinion is there a demand for this kind of product? Ive seen a few before, they are not for everyone but certain types of people would really go for them. 3. What are the attitudes of a client that seeks alterations for clothing? Are clients concerned about fit? For what reasons? Weight gain or loss, or really what a custom fit? A person going in to get their clothes altered cares about fit, or they wouldnt be coming in. Most of our customers bring in the same type of clothes; some people bring in every pair of pants that they have because pants just dont fit them, others have problems with shirts, it all depends on the person.

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Survey Monkey Segment:

Answer Choices 18 to 24 25 to 34 35 to 44 45 to 55+ Total

Responses 19.18% 14 35.62% 26 19.18% 14 26.03% 19 73

Answer Choices Female Male Total

Responses 19.44% 14 80.56% 58 72

Note: Q1-Q2 and Q11-Q13 contain location and psychographic data discussed in R&D Insight

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Single Living with partner Married Married with children in home Total

63.01% 46 19.18% 14 12.33% 9 5.48% 4 73

Answer Choices Single Living with partner Married Married with children in home Total

Responses 63.01% 46 19.18% 14 12.33% 9 5.48% 4 73

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Answer Choices I do My Significant Other A family Member Total

Responses 95.89% 70 2.74% 2 1.37% 1 73

Answer Choices $50-$100 $100-$300 $300-$500 $500+ Total Respondents: 73

Responses 24.66% 18 46.58% 34 26.03% 19 10.96% 8

Answer Choices

Responses

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Answer Choices Style Fit Design Brand Total

Responses 52.86% 37 37.14% 26 7.14% 5 2.86% 2 70

Answer Choices Under 1 month 1 to 6 months 6 months to 1 year Not sure Total

Responses 43.06% 31 36.11% 26 9.72% 7 11.11% 8 72

Answer Choices $40

Responses 20.83% 15

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Answer Choices $80 $150 $300 Total

Responses 41.67% 30 31.94% 23 5.56% 4 72

Answer Choices Don't care for them I am aware, but never purchased them before I am aware and have purchased a custom made tie, bow tie or pocket square before I have not purchased a custom made tie, bow tie or pocket square before, but would be in interested in purchasing one Total

Responses 2.78% 2 30.56% 22 47.22% 34 19.44% 14 72

Final Survey Monkey tally: 72 responses (74 total: 2 did not complete survey)

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Summary of Research Insight:

Interview Segment For our research we elected to interview two people from three different segments: a retail employee segment, a purchaser/buyer segment, and an alteration/custom segment. These segments were designed to get an opinion about the market of custom ties and purchase habits. The retail segment leads us to believe that style and design are trends that trigger purchases. This is the advantage retailers have. They can mass produce many different patterns, and style designs that appeal to buyers. Buyers have the advantage of making a quick and inexpensive purchase for ties. In the second interview segment the buyer segment, we found that buyers did not pay too much attention to ties. The responses remained consistent with the findings in the first interview segment that suggest ties are in available everywhere, and that finding a suitable tie at a reasonable price (under $50) is not difficult. In the third interview segment the alteration segment, we found that alterations mainly focus on pants, shirts, and jackets. This interview segment validates the belief that a customized personal fit is important to appearance and clothing preference. The findings in the third interview segment do not support the popularity of custom ties, bow ties and pocket squares. However, the findings in this segment are encouraging because Peter Field has a small market share in the mens wear custom alterations and custom wedding alterations market. Survey Segment In the survey segment we created a list of 16 questions to ask respondents. We positioned the survey as a mock research session being hosted in the local Chicago market. We posted an anonymous ad online offering an incentive of $125 for those who would be invited to participate in a mock research session for one hour, and that they should respond with their answers so that we could invite them to participate in the mock research study. The questions gave no information about Peter Field. This was done for two reasons: 1. No bias or opinion can be formed by people who may know Peter Field, or form a bias based on the name or brand 2. No respondent could research Peter Field before submitting their responses, and thus forming an opinion based on the website or online reviews. This ensured that responses were as truthful as possible.

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The responses received were successful. We received a total of 72 validated responses. The age responses where fairly even in percentage. Respondents in the 24-35 age bracket accounted for the majority of responses at 36%. The 45-55 age bracket was second with 26% of total responses. 80% of the respondents were male, and 60% were singe, while 20% were living with a partner. 95% of the respondents were responsible for buying their own clothing. 52% felt that style was most important over design, fit and brand. Fit was important to 37% of respondents in this category. In regard to spending habits, 47% of the respondents spent $100 - $300 a month on clothes, and 43% purchased a tie within one month. 41% of our respondents felt that $80 was a willing price to pay for a custom made tie. 32% of responses would spend $150 on a custom made tie, and 21$ would spend $40 or under. Only 6% would pay $300 for a custom made tie. 47% of responses have purchased a custom tie, bow tie or pocket square. 30% were aware of custom ties, but never purchased them, and 20% would never purchase a custom tie, bow tie, or pocket square. Income: Income results were evenly distributed, and did not have a significant impact in purchase habits. Answer Choices Responses Less than $25,000 23.29% 17 $25,000 $35,000 13.70% 10 $35,000- $50,000 16.44% 12 $50,000- $75,000 23.29% 17 $75,000+ 23.29% 17 Total 73 The distribution in income responses was beneficial. We were able to illicit responses at 23% for both $50,000 - $75,000 income range and $75,000. There was also an equal 23% response rate in the $25,000 income range. The fewest responses came in the $25,000 - $35,000 income range. The responses income are able to help determine whether we can position Peter Field products and services as a high-end product or mainstream.

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Q1 and Q2 were omitted from research insight because they pertained to information such as: name and contact information. Q11 Q13 contained psychographic questions in which we asked respondents to give information about their personal appearance ego related questions. 66% of responses to a high scale of 10 answered that in the range of (low 1 high 10) that looking their best was the highest (10 on scale) priority. 47% of responses gave a high 10 response that it is important that others see them well dressed and give them compliments. Only 27% of responses gave a high 10 that stated that their appearance was most important them over everything else. We estimate that family, food and shelter are factors related to this question, but 27% of high 10 responses are encouraging to our research. Key Findings: The key findings we can gather from our research is that there is an emphasis on appearance, style, price and fit. Buyers are willing to pay $80 - $150 dollars for a custom tie (our research sweet spot). Around 50% of respondents spend $100 - $300 a month shopping for clothes. The buying and spending habits are positive for Peter Field to gain a bit of local market share in the tie market. However, the problem is that the retail presence in the Chicagoland market is very competitive. The objective would be for Peter Field to create brand awareness. 47% of respondents are purchases a custom tie, bow tie or pocket square before (these responses could be bias for those who felt answering yes to this question would qualify them for the study). Even though we have 47% that may not be completely accurate we actually have 30% of respondents who have heard of custom ties, bow ties and pocket square who may be persuaded to purchase one in the future. The negative aspect is that 20% of respondents didnt care for custom ties, bow ties, or pocket squares. This may be due to the strong influence and saturation of the clothing retail market.

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Conclusion:
The major problem hindering Peter Fields growth is sufficient capital to increase inventory and products, hire more employees, and creating brand awareness most importantly. Peter Field already has fulfilled enough orders to gain a small customer base and a small clientele base, but it is time to expand into the local market and expand the Peter Field brand - tie industry. Peter Field has a quality product and a mission to provide the best customer service. These are keys to becoming an industry competitor. Currently, they have exceptional feedback on both product and customer service. Peter Field has a near perfect yelp score and current customers are happy, the next step is to show the rest of Chicago-land what Peter Field has to offer. Peter Field still must get past a few hurdles such as low brand awareness, limited capital, and close cutthroat retail competitors. The next step is to build the brand awareness and to show the general local market population what Peter Field has to offer young mid range professional males, looking to put their best fashion foot forward. Peter Field has potential to become successful as long as he gets past current marketing obstacles, such as: lack of promotion/lack of awareness.

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Table of Contents:
Executive Summary -------------------------------------------------------------------------------------------------------32

Target Marketing Communication

----------------------------------------------------------------------------------33

Brand Positioning

-------------------------------------------------------------------------------------------------------34

Primary Marketing Objectives: --------------------------------------------------------------------------------------------36

Audience

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Primary Strategy/ Message

--------------------------------------------------------------------------------------------39

Primary Strategy/ Message

--------------------------------------------------------------------------------------------44

Schedule Timeline

-------------------------------------------------------------------------------------------------------47

Budget

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Creative Strategy

-------------------------------------------------------------------------------------------------------49

General Suggestions

-------------------------------------------------------------------------------------------------------51

Conclusion

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Executive Summary
Introduction of Peter Field:
This integrated marketing communications campaign presents a marketing plan that outlines strategies and tactics that will enable Peter Field custom ties to penetrate the Chicago market. Research insights of the Chicago market provide the rational for the overall marketing strategy presented in this campaign.

What Insights did our Research reveal?

82.2% of people who took the survey were either single, or living with their partner The average consumer spends 100-300 dollars per month on fashion 43.1% of responders have purchased a tie within the last month These insights prove that there is a significant market for custom ties, bow ties, and pocket squares in the Chicago Market. The next step is to get the brand known and convince buyers to choose Peter Field over all competitors.

The Strategy:
Target young professional males between the ages of 25-50 Put the Peter Field name into the wedding fashion industry and create a new trend for customized grooms fashion Create an interactive business to consumer strategy

The Execution:
Peter Field will have a heavy presence in the Chicago Wedding industry, custom ties, bow ties, and pocket squares will be the newest trend seen in all of the Chicago bridal expos Revamping all of Peter Field online presence will allow for a more interactive raptor with the young professional community

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Primary Target Marketing Communication

Peter Fields main objectives for this plan are to develop brand awareness, to reach our main target market, and to introduce a new line of custom socks . In order to do this effectively we will be implementing strong and inexpensive marketing strategies. Advertising is the primary component to our approach. We will also supplement with customer promotions, direct marketing, and various public relation strategies.

Creating brand awareness and enhancing the Peter Field brand image is the main goal for advertising. Through consumer promotions and direct marketing we will

encourage our customers to continue buying our products and introduce them to new products. We will utilize various forms of public relations to help generate brand
awareness.

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Brand Positioning Strategy:

Primary Target:

Message Shapes Rituals Traditions Symbols Sight Sound Taste Smell Touch/Texture Tag Line

White Collar: This message would focus on professionals who are focused on their careers and appearances. This message is tailored to men. Angular and fresh Office structure Look good, feel good Pens, papers, laptops Greys, blacks, whites Classical Music Coffee Cologne Smooth Sleek Fit to be tied

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Secondary Target:

Message Shapes Rituals Traditions Symbols Sight Sound Taste Smell Touch/Texture Tag Line

Young fun weddings with a classy elegance, there would be a focus on customization Flowing and rounded out There is several bridal fashion rituals, we will add the groom to that ritual Focus on matching groomsman with customize groom Wedding rings Blues and Greens focusing on spring colors Fun and upbeat while still being elegant Wedding Cake! Spring scents: Citrus, flowery Smooth and Sleek Its not just her day, its your day

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Primary Marketing Objectives:

Peter Field primary marketing strategy is to create

brand awareness in the beginning

of the first launch. We want to position Peter Field as the number one custom tie, sock and alteration company in the consumers mind. We want to make sure that our main target understands Peter Fields unique business concept. By doing so, Peter Field will be able to

build loyal customers that will start the word of mouth throughout this powerful
market and that will continue to spread into new markets. The following marketing plan will help us achieve our goals.

Media Plan:
Our primary objective in this media plan is to create brand awareness. In order to develop a successful brand awareness campaign we will focus on frequency and continuity. Our main goal is to establish Peter Field as a quality high-end custom tie, sock, and alteration company. We also want to

inform future customers about Peter Fields line of products and

services. Ties are not purchased on a frequent basis, so it is important to make Peter Field their first choice when contemplating a purchase. To reach our goals we will be placing repetitive ads in several media outlets such as catalogs, direct mail, Internet, mail, newspapers and out-ofhome advertising.

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Primary Target Audience:

We will be targeting professional males 25-50 that are focused on appearance.

Primary Target Media Strategy:

Media Objectives

Geography Seasonality

Newspapers Peter Field will place print ads in local newspapers such as the Red Eye, The Chicago Reader, and the Onion. Internet Initially, Peter Field will place banner ads on a local Chicagoland website, TheMidWasteland.com Out-of-Home Peter Field will use nontraditional ways to advertise by placing mystery boxes around the Chiagoland area with the logo and store information to create hype of the new brand. The focus of this campaign will be in the city of Chicago, focusing specifically on the SOUTH LOOP. Between the months of October- December

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Secondary Target Audience:

We will be targeting women ages 21-28 that are currently engaged and are in the final stages of planning a wedding.

Secondary Target Media Strategy:

Media Objectives

Bridal Show: The objective for this medium is to gain awareness in the bridal industry and to obtain a list of information on current engaged couples. Bridal Fashion Show: The objective of this medium is to have an opportunity for current brides looking at groom fashions to see the quality of work Peter Field has to offer. Partner with small bridal shops: We would place flyers and advertisements in boutique shops so when brides go to see bridal fashion, they can begin to also look at grooms fashion. The focus of this campaign will be in the city of Chicago, focusing specifically on the SOUTH LOOP. June and September are the most popular wedding months so EARLY SPRING will be the main focus of the campaign.

Geography Seasonality

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Internet Website:
Peter Fields website peterfieldcustoms.com is an important piece for our communication strategy where our main purpose is to draw more customers into our business. It is a content and ecommerce website. We want to make sure we provide our visitors with the necessary information about our company since it our main source communication. We will redesign the website, making it easy to navigate. The website will contain a Flash video that will show customers the proper way to tie a tie and the process of making a custom made tie. We will also change the layout on how the ties are displayed. Instead of showing a piece of fabric we will now display the whole tie. The website will also have new fonts and background images to make it look more appealing.

Peter Fields e-commerce site will allow us to sell products online to make it more convenient for shoppers. It will contain an appealing catalog that will show a presentation of Peter Field products by looking at photos, description of the fabric, and customer ratings. There will be a shopping cart to assist customers as they shop. The site will continue with a payment page where customers will also be asked if they want to sign up for the TieScription service. The website will also provide customer service. Customers can send e-mail or use the FAQ for further information about their order status.

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Primary Target Promotional Strategies :

Peter Field will incorporate various promotional tactics in order to meet the objective of brand interaction with new and existing customers. Promotions will offer incentives to increase customer satisfaction and brand loyalty. The Face of Peter Field Contest: One of the smartest marketing tactics a company can do is hold a contest. Peter Field will promote itself by conducting a model search to be the face of Peter Field. Our panel of judges will chose the Top 50 entrants, and their photos will be posted online for public voting through the Peter Field website, Facebook, and Instagram. The winner will receive $1,000 and join Peter Field on a photo shoot for their new advertising campaign. Birthday Gift: Each month birthday gift cards will send out to our subscribers who provided their birthday information. The gift card will have a personalized birthday message on it as well as a special offer to take 10-50% of their purchase. The discount amount will be based of their loyalty to the company. For each year they are a customer, they get 10% of their purchase. Friends and Family Coupons: Peter Field will send special friend and family discount cards to subscribers around the holiday seasons. These coupons will give customers 15% of any alteration or tie purchase during the months of October December. Peter Field gets Instafamous: Its time for Peter Field to get Instafamous! Social media offers a low-cost way for businesses to get more engagement with customers; one of the best ways is through Instagram. With 130 million monthly users as of 2013, the sheer scale of the photo-sharing service makes the idea of boosting your image in the Insta-World somewhat overwhelming, so lets target those who have master the concept. Peter Field will reach out to the Insta-Famous (a person with more than 15k followers) users in the Chicago-land area that promote fashion. Peter Field will send that user a custom tie in exchange for them to share photos of them wearing the ties in their posts. This is a low cost way for Peter Field to get their name out there to over 15,000 people.

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Primary Target Public Relations Strategies & Tactics:

The messaging and positioning component of this campaign will drive the public relations to align with the Peter Field company brand, while incorporating new tactics. These tactics will be incorporate innovative ways to get the consumer more involved in the brand.

Media Coverage: Peter Field will release various press releases informing the public
about the brand and products and services offered.

Social Media: Peter Field will enhance its social media presence on Facebook, Twitter and
Instagram. The company will integrate blogs and promote them on Facebook and Twitter.

Blogs: Peter Field needs to constantly update their blog with news from around the world
regarding different topics relevant to the brand. Whether its fashion trend updates, pictures and information sent in from loyal customers, Peter Field will need to make sure this information is available to their customers.

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Database Programs:
Collection: Through the process of data collection, we will be provided with information for direct marketing and Internet marketing. All information that will be collected will be available from an online database program on the Peter Field website. Information such as birthday, gender, lifestyle, and email address will be collected. Outside Database: Peter Field will use the data from outside companies to target customers through direct marketing that meet the demographics and psychographics of our primary targets. Direct Marketing: We will implement a new direct marketing campaign to reach our customers. We will create a unique and creative way to stand out from typically direct mail pieces. We will send different pieces of direct mail at various times in the year. We will use e-mail as our primary form of communication to minimize cost. Permission Marketing: Peter Field will update the subscriber tab on their website which allows them to obtain information by asking customers for their email address to get future information about their products and promotions. Peter Field will need to create a thank you email that confirms they received the information. Frequent Shopper Program: We will encourage customers to continue buying Peter Field products by offering a rewards and incentives of being in the frequent shopper program. We will include three levels of membership status that come with different perks. Silver (Any purchase)Gold ($250+ a year)Platinum ($500+ a year)Special discount coupons Free express shipping, special discount coupons, and birthday gift Free alternation pick up and drop off, free express shipping, birthday gift, exclusive deals and free gifts.

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Creative Strategy:
Big Idea: All Peter Field accessories are individual for each customer. The Peter Field brand is more than just a tie or sock, its a lifestyle. When customers purchase anything from Peter Field it is representative of who they are and what they stand for. Thin is turn, will turn the Peter Field brand into a culture and lifestyle.

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Secondary Target Media:

Bridal ShowThis show takes place in early spring in the city of Chicago. The most popular wedding month is in June. Brides who are having a June wedding will be going to a late March Bridal show in order to piece together the remaining parts of their wedding such as grooms fashions. We also suggest using this specific show because it is in the city of Chicago and it is the closest bridal show to where the target audience resides.

Fashion ShowThis fashion show takes place during the bridal show. At two PM the bridal show makes an announcement for all guests to attended the fashion show, at this time hundreds of brides in charge of choosing the grooms fashion will all be watching Peter Fields custom ties walk down the run way. This will be exposure beyond the booth because the futures brides will be able to see the craftsmanship and not just photos and advertisements.

Partnering with Local Bridal Shops:

This is essential, when a bride goes to purchase her wedding gown; she is not just thinking of her own fashion she is thinking about the general fashion of the wedding. Being able to advertise in store will allow for Peter Field to be the first thought that comes to mind when choosing grooms fashion.

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Bridal Shops in Chicagos South Loop to place advertisements in:

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Timeline: Secondary Target:

Month Activity Order Advertisements for the Bridal Show and February Fashion Show Attend the Bridal Show and Fashion showMarch keeping a detailed list of e-mails Send out thank you notes to bridal show April attendants

Primary Target:
Month October Activity Place Banner Ads Sending discount e-mails to established November customers Place News Paper Ads and Send out Holiday December Greetings

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Budget:
Bridal Show Fashion Show Advertisements Newspapers Birthday Cards Loyalty Card Banner Ads Total 600 2,000 254.85 439.73 60 99 To be determined 3,453.58***

Bridal Show: 600 for a booth Fashion Show: 2,000 to be included on the runway Advertisements: 16.99 for 50 Loyalty Cards: 60 for 1,000 Birthday Cards: 99 for 1,000 Newspaper Ad: 439.73 for one column in the Red Eye Banner Ads: Price will be seen in the final doc.

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Primary Target Creative Strategy:

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Secondary Target Creative Strategy:

Fliers handed out at the bridal expo and in boutique bridal shops will resemble a wedding invitation.

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Suggestions:
We suggest re-naming the Peter Field ties. We see confusion between trying to focus on locally made products and also having British themed names. We suggest naming the ties after Chicago staples such as The Red Line The Bean and Michigan Avenue

We suggest a revamp of the Peter Field Website. We think that the background of the website should be simpler, such as a plain black backdrop.

We also suggest having a professional photographer taking the pictures of ties for the website. We suggest showing the ties on a person rather than a photo of just the fabric. This will give the consumer a better idea of the product available.

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Conclusion:

The major problem hindering Peter Fields growth is sufficient capital to increase inventory and products, hire more employees, and creating brand awareness most importantly. Peter Field already has fulfilled enough orders to gain a customer base and a small loyal clientele, but it is time to expand into the local market and expand the Peter Field brand - tie industry. Peter Field has a quality product and a mission to provide the best customer service. These are keys to becoming an industry competitor. Currently, they have exceptional feedback on both product and customer service. Peter Field has a near perfect yelp score and current customers are happy, the next step is to show the rest of Chicago-land what Peter Field has to offer. Peter Field still must get past a few hurdles such as low brand awareness, limited capital, and close cutthroat retail competitors. The next step is to build the brand awareness and to show the general local market population what Peter Field has to offer young mid range professional males, looking to put their best selves forward. Peter Field has potential to become a nationwide industry standard as long as they get past current marketing obstacles (lack of promotion).

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