Briefly describe the company.

Pumpkin Patch began in 1991, with a mail

order catalogue and the opening of one retail
store. Over the next few years stores
continued to open in New Zealand. Then in
1994 the mail order catalogue was released in
Australia followed by the first Australian
store in 1997. Today, Pumpkin Patch is the
largest specialty kidswear retailer with more
than 80 stores across Australia and New
Zealand.
Paragraph 2 Describe the target market.
Product planning and presentation
Outline the products available.

How does the use of text and graphics

enhance the product description and display?

Clothing and accessories are designed for

each segment of the 0–14 year old target
market — baby, kids, teen girls — as well as
maternity wear and linen.

Designs are colourful, trendy and funky but

more importantly, they’re well designed and
made from good quality fabrics. This makes
them easy care and machine washable.

Product graphics and text are clearly and

simply presented using a basic purple, white
and red colour scheme that is not gender
oriented.
Paragraph 3 What distribution channels are available?
Place and distribution
How easy is it to view, select and purchase
the product from the web site?

Pumpkin Patch distributes products

exclusively to their branch stores or directly
to customers after they have made purchases
online or via mail order. Online purchases are
made easy because of the clear catalogue
photographs and the simple selection and
payment processes. 
Paragraph 4 Outline the price structure.
Price structure
The price of products is determined by the
break-even point, market demand for the
product and the prices being charged by
competitors. Pumpkin Patch has identified a
niche in the market between expensive, high-
end designer kid’s gear and the low-end mass
produced gear.
Paragraph 5 What promotion strategies are used to grab
Promotion strategies your attention and interest and entice and
persuade you to purchase?

Promotional material is photographed in an

appealing manner with catchy messages
providing information on seasonal themes
and clothing details. Children are wearing a
range of co-ordinated Pumpkin Patch
clothing and accessories whilst actively
playing and having fun. Similar messages are
conveyed to online, retail and mail order
customers.

Online customers are also contacted via email

for new season product releases and sales,
whilst mail order brochures are distributed to
clients who have made in store purchases.
Summary paragraph How effective is the marketing of the
company?

Pumpkin Patch has successfully combined

unique, quality products, marketing expertise,
a strong customer focus, enthusiastic people
and innovative technology to create a unique
brand. The brand is seen as a leader in its
market.