Marketing Implementation Retail Project
The retail store chosen for conducting this study is "UPBEAT The fashion studio". The reason for choosing this shop for the study is the uniqueness of the products and services it offers and also the support and cooperation extended by the proprietors. Before looking into the marketing implementation of this store, it becomes essential to gain understanding of the 3 C and the 4 P structures, which would give a better perspective while looking at the marketing implementation as a whole. The 3 C Analysis Customer The target segment of upbeat is the youngsters falling within the age group of 18 25, mostly men. It is the students and youngsters of the upper middle class and the higher end of the socio economic classification that the store targets. Almost all the college students in the city frequent the shop for their apparel and other requirements. There are a few lower end customers as well who are loyal to the store for the low cost T-shirts priced around Rs.100. The typical customer of Upbeat is the one who looks out for the latest in fashion and trends, and who is ready to spend money to keep himself in vogue with the hottest craze in the market, and the fact that Upbeat is constantly up to date with the latest trends, brings them back to the shop again and again. The other customers of Upbeat are the men who want to differentiate themselves from the others and carry a "funky" image about them. These are the kind of people who opt for tattooing and body piercing services provided by the shop and thus, the demand for these services have constantly been on the rise in the past two years.
Company The store was started 6 years back in 1999. It is a partnership with two partners Neil and Dhaval. Started as a small roadside shop 10* 12 in size, the store is now over 2000 sq.ft in area. The store has a reputation among its clientele as the "best" place to find the latest in fashion and all this reputation has resulted due to the viral marketing from the customers of Upbeat. Competition According to the proprietors, there is no competitor for Upbeat. Even when it was started way back in 1999, there was no competition for the store as there were no stores selling western wear in the city.
Costco company previously named Price Club has seen the first opening in 1976 in California with very challenging prices and bulks packaging. During the first 10 years they expend all around the country with huge warehouses in most of the principal destinations, located in premium location and a large economy of scale, and as well an expension in Canada with the first warehouse in British Colombia. 1992 will represent a big turn for the company with the first international opening to the first Price Club in Mexico, one year later they open the first warehouse in Europe precisely in Essex, England. The technique that Costco for the international management can be described as agressive, with a large general growth
A&F superiority in its heritage, user-friendly online website, and in-store experience such as fragrance of the store, the neat and premium store arrangements, as well as music have put A&F as one of the leading brand when retails come to mind. However, as strong as it may sound, A&F is struggling with declining revenue due to its apparent weaknesses. A&F’s simple product designs is failing to amuse the trendy world of young generation, and its lack of customer care programs to keep existing customers gives consumers no reason to come back. Therefore, I have suggested above several recommendations for A&F to improve its brand equity. In order to keep existing customers to purchase more of its products, A&F should produce loyalty programs that give consumers numerous reason to return with greater advantages. Enhancing customer service programs will also make customers feel appreciated and a sense of attachment to the brand. In addition, A&F should produce more advertisements through social media that are highly appealing to its target market. Finally, A&F should adapt to the ever-changing target customers’ opinions and fashion trends through more sophisticated product
The market in which this company operates may be considered a division of the fashion industry. This industry is known for being highly competitive and dynamic. Also for obvious reasons many companies within it concern themselves with company image.
In accordance with Porter’s diamond model, there are six elements that should be considered in learning the context of the organisation (Bakan and Dogan 2012, p.446). The factors of production are involved with labour force, capital and organisational resources. The organisation has been found for a long period. With the smooth development and sufficient experience of operation, the factors of products are kept well by the corporation. The market demand of fashion industry is kept stably. Considering that the fashionable products are capable of achieving repeated and constant consumption, the demand is maintained in a stable and high level (Topshop 2014). In current stage, Topshop is still specialised in designing, manufacturing, and selling the fashion products. The relevant industries have not been developed and covered comprehensively. The organisation has implemented differentiation strategy. That is to say, the ch...
In today’s business brand image plays an important role to market the brand. Now whenever a consumer buy a brand he always observe its image. The brand image is force which is at top of the mind and then consumer likes to buy that brand. Before buying any brand consumer are countered by many psychological situation than they select the brand according to that situation, every brand has different image in consumer mind. Brand A has good image in one consumer mind but on other hand the brand A does not create well image on other consumer it effect the behavior of every individual. The purpose of the study is to inspect the effect of brand image on consumer behavior among the people of Karachi. We will find out that the brand image has
Involving various aspects of art, graphics and marketing tools they acquired customers with great apprecieation for exclusivity, quality and values company represents. Through creating cheaper lines of cosmetics and preta porte clothes, they target different customers. Brand extension is also big deal because it broaden company 's clientele of people who normally can not afford they normal products but still want to possess something exclusive. There is a greater aspiration in the fashion world to be associated to the arts as it creates ultimate level of
Furthermore, I will explain the application of theory relating to me and my purchase. I will also review the marketing activity of the organization where I purchased from. This is to explain how the two theories have been used in the marketing strategy. In addition, recommendations regarding how the marketing strategy could have been improved by applying the 2 buyer behaviour theories are given.
During my last year in high school, I developed a desire to learn and understand the business in order to help my parents in the future. As a result, I chose to study Marketing at Thammasat Business School. In my third year of studies, I joined the 27th Marketing Trainee Programme hosted by the Marketing Association of Thailand, where I have experienced first-hand training from professional marketers and took part in marketing stra...
Marketing is a fundamental aspect of all businesses, whether they are set out to make a profit, or charitable organisations - they will have to carry out marketing research of some description. It has been described as being, “the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (Chartered Institute of Marketing) This essay will explore the role of marketing in a marketing oriented business and different aspects of the external environment that a smartphone company should be aware of. The points raised throughout will be supported using relevant journals, textbooks and newspaper articles.
Here, visual merchandising will be a beneficial tool in defining the exclusive identity of the brand and thereby increasing the sales and their market value. It is the appropriate time that the Indian retail industry understands and adopts the beneficial traits visual merchandising rather than the traditional practices of display of products and communication via sales personnel. The customers are trends aware and the stores on the other hand have managed to up the glamour quotient. Only a link of brand communication between the brand products and shoppers remains missing. (Pundir, 2007)
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all
This industry has generally always remained in brisk business despite a downturn in 2009 that led to a fall of a whooping $18 billion business globally. The growth of Fashion Accessory business in India, specially, has been generally lukewarm since then. A company which was working under this sector was considered as useless during this t...
To achieve and maintain success in such a complex system as market it is essential to every marketing person to understand clearly consumer behavior. Understanding consumer behavior is not that easy as it may seem from the first glance. The reason is that there are plenty of various factors that may influence it in one certain way or the other. When considering each of the factors it is also important not to forget that they ought to be analyzed as different parts of one whole picture, that is, in correlation with each other.
Brand offers superior quality of the service to the customer’s expectation and satisfaction. Furthermore, people are much attached to the branded products, as majority of the people purchase the branded products with the belief that brands show their status and life style in the society. And also because they believe that they are purchasing quality when purchasing branded product. As duration of stay creates impact of brand on consumer behaviour, so verification of brand image, brand loyalty and personality should be considered as the significant factors in this regard. It can also be said that there is need to improve the product of a particular brand so that the impact of brand on consumer behaviour is more effective in comparison to the existing scenario. The study also reflects that the product features are very essential for consumers. Advertising plays a very important role in achieving growth for any product or brand. The right media for advertising products and services should be chosen to gain customer attention.