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Enhancing the Marketing Plan

Enhancing the Marketing Plan

This activity is part of your marketing plan. Prepare a 4-5 page report, addressing the following:

1.Discuss the company's competitors, and the strengths and weaknesses of each.

2.Discuss how you plan to differentiate your company from the closest competitor.

3.Discuss the company's intention to be a leader or follower within the industry.

4.Assess the macro-environmental issues (legal, technological, social, and economic) trends with which your business must contend.

5.Identify the most significant trend to impact your business and discuss how the company intends to minimize or capitalize on this trend.

Use at least 2 references to support the discussion on enhancing the marketing plan.

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Please see the attached word document for tables and formatting
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Enhancing the Marketing Plan

Our Brand "Mother&Me" deals into maternity wear and is fulfilling following needs of our customers:
Functional- The brand will satisfy functional needs of customers which arise when they want to buy a garment that is stylish and fashionable and also comfortable as it is not easy to find such kind of apparels
Emotional -The Brand will make the customers feel special and different from the rest. The emotional quotient would be high as compared to other competing brands. As it will provide the blend of both fashion with comfort for mom to be , the Indian customer after wearing our product will look modern and trendy but at the same time the prints on the garments will make the customer feel happy in her new phase of life.
Self-expressive - The customer today wants to wear what depicts their own personal style. The customer is knowledgeable, experimental and knows what he wants. They like to wear what shows what they are. Brand will make them feel more confident, positive, smart and modern and at the same time closer to their traditions and values.

1. Discuss the company's competitors, and the strengths and weaknesses of each.

There are two major competitors (Indian Brand):
The major player in the market, with similar products are:
1) Mother care:
SO.NO PARAMETER DESCRIPTION

1 Consumer Profile Targets the middle to upper income group of populations that seeks "value for style".
2

Product Mix Maternity clothing(skirts, dresses, tops, trouser), bathing products, toys , kids clothing, toys, bedroom
3
Pricing Average pricing as it caters to consumers from middle income group also.
4
Retail Format EBO & MBO(SHOPPER STOP; SHOP IN SHOP )
5 Payment terms and Distribution These products are sourced and coordinated from across the globe. Have distribution channels all over India
6 Margins 54-68% is usually the margins that are earned by this company on most of its products.
7

Promotion
The promotion tools include print media in form of catalogs & advertisement in newspaper, radio, outdoor and internet. They provide discounts during sales seasons

Strength:
1) Promotion- Good Brand loyalty
2) Pan India Distribution
Weaknesses
1) Low on style and fashion

II.

SO.NO PARAMETER DESCRIPTION

1 Consumer Profile Targets the middle to upper-middle income group of populations that seeks "value for style".
2

Product Mix Maternity clothing(skirts, dresses, tops, trouser), bathing products, toys , ...

Solution Summary

Enhancing the Marketing Plan

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