Diamond Rose Collection Marketing Plan

Goodys

MARKET SUMMARY
Market: Past, Present, and Future
Market share: 5%
Leadership: Mr. Michael L. Glazer, 67, Chief Exec. Officer, Pres. and Director
Players: Stage Stores Inc., J.C. Penney Corporation, Inc.
Competition: Worthington, Liz Claiborne, Calvin Klein
Market shifts: Downward Market Shift
Costs: Stage Stores Operating Income/Loss $8572
Pricing: $20-$150

Product Definition
Diamond Rose is a private label brand for Stage Stores Inc., and it is to be exclusive to our Goodys
division. The grand unveiling of the brand will be in May 2016. The brand will be focused towards
women.

PRODUCT COMPARISON AND POSITIONING

Positioning of Product or Service
Diamond Rose is in the womens clothing market; our competition includes Worthington, Calvin
Klein, Democracy, and Liz Claiborne. Calvin Klein, and Democracy are sold in our stores, while
Worthington, is a private label brand from our competition, JC Penney. Liz Claiborne is a brand that is
sold throughout many department stores. All four are very well known brands; all three of the brands
are designer brands. While Diamond Rose isnt a designer label yet, our goal is to make Diamond
Rose a designer label with time.
Diamond Rose Collection Marketing Plan

Calvin Klein
Price

Worthington

Performance

Consumer Promise
The benefits of the product to the consumer is that it is made of some of the highest qualities, so they can
get that designer look, and feel at a dramatically cheaper cost, than our competitors. We offer the most up
to date fashion merchandise, which will allow our customers to get the best, while saving money.

COMMUNICATION STRATEGIES
Messaging by Audience
Women
Age 35-45: We have the most fashionable merchandise at valuable prices.
Achievers & Experiencers Lifestyle: We have designer clothes at valuable prices.

Targeted Consumer Demographics

State: Florida
Zip Code: 32091
City: Starke, Fl.
County: Bradford County, Fl.
The location is mainly a rural area; the store location is centered in the small city of Starke, Fl., which
based on the 2010 census has a population of 5,449. Starke, Fl., is the capital of Bradford County, Fl.,
which also based on the 2010 census has a population of 28,520. The physical location itself is in a
shopping strip, off of Highway 301.

LAUNCH STRATEGIES
Launch Plan
The brand will be launched in May 2016. Promotions for the brand will be several months before the
brand launch. The plan is start promotions for the brand in March 2016, with radio, and magazine ads.
We will not do flyer, and postcard promotions till April 2016. The plan is to do a collection sale on the
Diamond Rose Collection brand.

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Promotion Budget
Supply backup material with detailed budget information for review.
Advertisement: Jacksonville Magazine
Cost: $3,425.00
Advertisement: 95.1 WAPE
Cost: $65.00

Advertisement: Flyers & Postcards

Cost: $4000
Promotional Schedule

Phase 3

0 20 40 60 80 100
Number of Days

PUBLIC RELATIONS STRATEGY AND EXECUTION

PR strategies: Charity Sales Event, Trunk Show
PR plan highlights: Trunk Show will be held for a select group of customers, and sales staff. The
event will be held locally, in Jacksonville, Fl.
Backup PR plan:

ADVERTISING STRATEGY AND EXECUTION

Our advertising strategy is to use radio and magazines, since we are only currently targeting the local
area. We will also be using our local social media, for example we will periodically post videos, or
pics of some of the merchandise on our local Goodys Facebook page. Our strategy is advertising
locally, in the local magazines, and local radio shows. For timing most of our advertisement will be
done between the months of March, and April. We will also be advertising during the month of May,
since that is the launch date. We have a budget of $10,000, most of our budget will go to ad spending,
mainly radio and magazine. We are currently thinking of possibly doing a television advertisement.

OTHER PROMOTION
Direct Marketing

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For our direct marketing, we will be focusing our efforts on postcards, flyers, and sales papers. The
postcards, and flyers will be sent out in the month of April, and also May. For our sales papers, they
will be sent out on the first week of May, and periodically throughout the month of May. Our response
targets will be the women of Starke, Gainesville, and Jacksonville, FL. Our goal is to get at least a
minimum of a hundred customers to the event in May, and on the launch date; which is the first of
May. Our budget for printing is $10,000.

PRICING AND POLICIES

Pricing
Our pricing strategy is to price the collection a little bit cheaper than our competitors. Our
competitors prices usually run between $50 to $250. Our prices will run between $20 to $150. Our
strategy is to have cheaper prices than our competitors, allowing us to draw in the customers who are
still indecisive.
Policies
Return Policy

If you are not completely satisfied with your purchase, simply return it to us within 180 days and we
will gladly issue a refund or store credit to you. Return options and terms vary depending on the
method of purchase. Please see below for details.

Please note that if you receive a free gift or a bonus gift (GWP) when purchasing an item, you must
return the GWP when returning or exchanging the item that qualified you to receive the GWP. If you
choose to keep the GWP, we will charge you for the value of the GWP when processing your return.

Additionally, unless the item is defective, the items that you return must be unused and in the original
box and/or packaging. All Social Dresses have special tags that indicate the dress cannot be returned
once the tags have been removed; Social dresses must have the original tags attached when you return
them.

Shipping fees are not refundable. However, if your order is damaged upon arrival or the wrong item
was shipped to you, you may call Customer Service to request a refund of the shipping charges.

Returns and Exchanges at Our Stores

(applies to all merchandise)

Merchandise purchased in one of our retail store locations or online may be returned or exchanged at a
store. To find the store location nearest to you visit: www.stage.com/store/findyourstore

You will receive a refund for the full amount of your purchase when you bring your original receipt or
the packing slip received with your online purchase. Refunds will be issued in in the original form of
payment. Credit card refunds can only be applied to the card used to make the purchase.

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Refunds for items purchased with a gift card will be made in the form of a merchandise
credit. Merchandise credit will also be provided for gift returns, including gifts purchased
online. Merchandise credit is redeemable in store and online.

If you do not have your original receipt, you may still be eligible to receive a full refund if we are able
to locate your purchase transaction. If you do not have your original receipt and we are not able to
locate your purchase transaction, we will issue you a merchandise credit for the returned items at their
lowest selling price within the past 30 days.

Returns of Online Purchases by Mail

(for merchandise purchased online only; no exchanges by mail)

To return any item purchased online, you need to locate the packing slip sent with your order. That
packing slip is both your receipt and a return form. If an item that you are returning was damaged
when you received it, you must write damaged on the return form. Repackage the item(s) that you
want to return along with the completed return form and send the package to us and send it to the
following address:

Stage Return Center

1237 East Rusk

Jacksonville, TX 75766

You may choose the shipping method for your return. USPS, FedEx, and UPS are all acceptable
shipping methods, but you should make sure that you receive a tracking number. We will not be
responsible for any packages that are lost by the shipping carrier in transit. Carefully repackage all
items as we will not accept returns of items that are damaged during return shipping.

Once your return is received, we will process a refund to the credit card that you used to make your
purchase. If there are any issues with your return, we will contact you. Otherwise, you should expect
a refund to the credit card used to make the purchase within 5 days from the day we receive your
return package.

Please note that Return by Mail is not available for the following transactions:

In Store Purchases. Merchandise purchased at a store must be returned in store and cannot be
shipped back to us for a refund.
Exchanges. At this time we do not offer exchanges by mail.

SUCCESS METRICS
First year goals: $500,000 in Revenue
Additional year goals: $50,000 in Revenue in First Month
Requirements for success: $300,000 in Revenue
Measures of success/failure: Meet Revenue Requirements

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SCHEDULE
18-Month Schedule Highlights
November 2014:
Come up with idea
December 2014:
Go over finances to determine cost
January 2015:
Finalize finances (Set Money Aside)
February 2015:
Discuss Merchandise/ Design Ideas
March 2015:
Finalize Merchandise/ Design
April 2015:
Begin Manufacturing Process
May 2015:
Research Locations, or branches
June 2015:
Come up with Advertising Campaign
July 2015:
Determine Locations, or branches
August 2015:
Send out Email to the Branches to let them know about Diamond Rose
September 2015:
Design Advertising
October 2015:
Set aside Floor/Inventory Space in Stores
November 2015:
Discuss Trunk Show
December 2015:
Finalize Trunk Show

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January 2016:
Set up Competition for Customers over Trunk Show
February 2016:
Inform Sales Team
Trunk Show
March 2016:
Begin Ad Campaigns (Magazines, Radio, & Direct Mail)
Put out In-Store Signage
April 2016:
Send out Flyers
Send out Postcards
Ship out Merchandise
May 2016:
Grand Unveiling of Diamond Rose

Timing
Timing dependencies critical to our success are our advertisements, whether our advertisements get
out or not. That would be through direct mail, or even radio, or magazine advertisements.

MARKETING SCHEDULE

Phase 3

0 20 40 60 80 100
Number of Days

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