The Merchandising & Marketing Strategy
The Three Year Marketing Plan will be designed as the ultimate marketing strategy for the RMG Factory products. RMG Factory has its long term vision of entering the international market by capitalizing its expertise and experience in retail marketing. By keeping this in mind we are going to design the marketing plan as a “Three phase marketing plan”. The plan will look like this: aaa
Marketing plan for RMG Factory
- Executive summary
- Industry analysis
- SWOT analysis
- Customer characteristics
- Competition analysis
- Marketing objectives
- Financial objectives
- Product positioning
- Marketing mix: product, price, place, promotion & people aspects of the program
- For the year 2003
- For the year 2004
- For the year 2005
The Components of Strategy
Strategy: Identifying small geographic locations and being reactive toward the competitor’s vital moves.Objectives: By segmenting at geographic locations we will be able to have our strong market presence systemically and homogeneously. By virtue of that there will be some “Pocket markets”; we will start to shoot “Shop in shop” in those areas.
Consequence: Snatching market share from the current competitors and encouraging repeat purchase by the existing consumers.
Cost factors: By keeping national and regional level advertisements at the least we will be able to design and develop small scale but highly effective promotional campaigns with a better out put.
Promotional programs: The programs will have to be carried out totally on a micro level, but with keeping a macro view of market capitalization in mind.
Fashion shows: RMG Factory will offer well designed and planned fashion shows in some of the leading (in the sense of number of students) kindergartens and schools. The shows will be duly approved by the principals and the authority of the respective school management committee.
Being the principal buying decision maker parents will be the prime audiences of the shows.
A small but fashionable and significant number of clothes will be in display as the fashion show goes on. An interested customer can make the purchase during and after the shows. (
To make the presence enjoyable and entertaining small numbers of gift items will be offered to the young kids as a gesture of our “Good will”. The items can be pencils, erasers, calendars, book binders, posters, car stickers etc
We will make some café stickers to be posted in some of the leading café shops and restaurants which play a prominent role in influencing young kids and teen agers in shaping their urban personalities.
A few newspaper advertisements will be published emphasizing our “Executive Wear”. The ads will be in air in and around the religious festivals like eids, poojas, budhist days and x-mas days. There will also be news paper ads declaring “Festival discounts” and “Special social and national occasions “ like Day of independence, ekushey February, and pahella falgun etc. By taking these new steps potential customers of RMG Factory will be able to identify the brand as a “Local brand with an international horizon”.
RMG Factory will create “Opinion leaders” for its brand. In each school there are at least ten classes with two to three sections. In each section there are ten top positions. RMG Factory will offer 15% discounts to the top ten students of any school on its products. This promotion will highly encourage the parents of the good students to become a repeat buyer of RMG Factory while mediocre students will start to covet the brand and will seek access by buying at the usual price.
A standard full feature flyer will be designed and circulated on a regular basis through the daily widely popular newspapers in each operating areas of the RMG Factory showrooms. Although this will be very monotonous task for the sales people still it will keep up the “Message Hammering” among the existing and potential customers. At the same time this step will also ensure the wider coverage on our special product promotions.
“Image Building Campaigns is one of the most popular marketing techniques used in western societies. In RMG Factory we would like to introduce this technique. As a part of this small groups (2 to 3 sales person in each group) will be formed and they will knock from door to door in and around their showrooms adjoining geographic locations and offer information and flyers to the parents and buying decision makers exclusively for the kid’s collection, boys by RMG Factory and girls by RMG Factory brands. An especially designed flyer will be in their hands with all the product, price and outlet information for circulation. Although this method sounds crude within the perspective of Bangladesh yet we believe –“A smiling sales girl can make a world of difference to a caring mother in making garments purchase decisions for her children.”
For the first phase of our promotional campaigns we will over look the emphasis on billboards as they are expensive and concentrate on banners at a large numbers. As banners are cut down by Dhaka city corporations we will use banners for our “Good students benefit program” and other sales programs in front of the entire major schools and colleges.
RMG Factory will also co-sponsor concerts and other major cultural events with other companies. The concept of co sponsoring will strengthen our corporate collaboration which may lead to a profitable institutional sale as well as building liaison and in the long run reaching to a larger target segments at a less cost.
RMG Factory will also explore institutional sales on a formal basis. We will develop a data base in which all the corporate information of all the leading companies, banks, financial institutions and Government organizations will be stored and updated. As institutional sale is a lengthy process with all the formal knocking, prospecting, negotiations, and completing deals we need to follow a well organized and persistent manner in cultivating an institutional sale. As these sale are usually hold high image value and the profit margins remain high we need to be dedicated and explore all our available formal and non ormal channels in doing one.
Observation
Key findings: Being the newly appointed Marketing Manager I personally visited in disguise and without mentioning my identity of an official person I found out:- Cleaners doing the selling functions….funny thing he succeeded in one case
- Lack of product knowledge among sales people
- Mis-use of valuable floor space with redundant non-related products…ultimately jeopardizing the brand image and reputation
- Little or no orientation of the sales people in handling customers
- Improper care of the products
- Most of the sales people are not well groomed or smart
About Author:
He is top ranked RMG Digital Marketing Consultant. He is Open Source Software Implementation Expert. He is certified professional from NCC, Aptech and New Horizons .Completed B.Sc.and M.Sc.in Software Engineering from London Metropolitan University. You can Hire Him.
Contact:Cell#+8801792525354 Email:apparelsoftware@gmail.com
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