The Marketing Plan

A. Mission Statement
1. Mission Statement

MISSION
 our mission is to become in pioneer
 to transform human’s lives by making them feel
good about them self-esteem, though their act
ward appearance so that it might permeare inward
to build their self-esteem so they might reach
their highest dreams and potential
 satisfying our customers by providing them best
qualitative stuff and unique designs keeping in
view their comforts and excellence
 We exist to attract and maintain customers
through creative designs and customer attention.

VISION
 to be grounded manufacturer that delivers the
most personal relevance experience
 to expand the companies so it become or largest
and most profitable

CORE VALUES
 Fairness
 be fair to all offer exceptional service and
products at fair prices, respects and
accommodate custumers wants and needs
 Integrity
 we follow through an all commitments, we do
and what we say
 Passion
 we will always have and show our passion for
using accesories as a component of an entire
outfit.

2. Review business goals and objectives as well as specific

strategies to reach them.

GOALS
 to provide best care for our custumers
 to expand our business and to produce more
products
 Major Marketing Objective
The following are the objectives of the
Victoria's Accessories business:

 to introduce a minimum of three new design weekly

 to increase the number of products sold by 20%
each year
 to develope a sustainable merchandising unit that
sells gemstone and customized accesories and out
going woman.

3. STRATEGIES TO REACH THEM

 provide relevant fashion design recommendations to
our custumers
 provide custumers with highly quality personalized
custumer service
 provide for the satisfaction of 100% of our
custumers and employees

B. Diagnosis: Where are you right now?

In order to determine how to get where you want to be,
you need an accurate, objective picture of where you are
now.
Write a brief statement assessing the current state of
the business:

Right now our business is doing well and it is gaining

profit

C. Product/Services
 1. Identify each product or service in terms of name,
trademark, color, shape or other characteristic,
including packaging and labeling

Company Name: Victoria's Accessories

Logo:

Tagline: Passion for Fashion

2. What is your competitive advantage? How does your

product/services differ from the competition in terms of
exclusive process or superior ingredients, or other
features?

- Victoria's Accessories builds strong relationship with

customers by:
o must be supported by honest and ongoing market
research.
o must hightlight the benefits to custumers rather
than boast of yourself
o to attracting customers, fans, and success. Commented [L1]: Cualteron

- (your company name)achieves efficient internal

operations by:
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- Effective human resource management

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 (your company name) use multiple/single approach(es)

in order to set apart from the competition.
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3. What are your strengths versus your competition’s?

➢ Knowing who your competitors are, and what they are

offering, can help you to make your products and services
and marketing stand out.
Gather measurable data. Collect quantifiable data
about our sales trends, customer base, and employee
retention to help identify our strengths. We might
discover an above-average customer satisfaction rate,
comparatively low employee turnover, loyal customer base,
or particularly profitable product.
4. What are your weaknesses versus your competition’s?
 Create a plan too overcome weaknesses. Most
importantly, determine how to minimize or overcome
weaknesses. Implement your plan, and then track data
to monitor your improvements.

 Compare ourself with competitors. Take an objective

look at your products, vendors, customer base,
employees, internal processes, and location, and
compare these factors with your competitors’.
Commented [L2]: Cualteron

5. Determine the cost of each product or service.

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6. Determine the price you charge for each product.

 7. What is your product’s/services’ personality?
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D. Market
1. Identify your customers (include all demographic and
lifestyle information)

Target Market:
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2. Who are your customers

- Male/female?
- How old?
- What education level?
 - What type of work? profession?
- What level of income?
- How knowledgeable about your product or service?
- What factors (e.g. price, availability, service, etc.)
influence this customer’s purchase decision?
- What other people (if any) influence the purchase
decision?
- How would you describe your customers’ personality?
- Is there anything else unique about your customer?

3. Do you have a large, homogenous customer base, or several

smaller market segments?
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4. Meeting customer needs:
a. What are your customer’s real needs?

Customers real needs are identified as:

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b. What are your customers perceived needs?

These are some examples of customer perceived needs:

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c. Are you meeting either or both of these?

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d. If not, where do you fall short?

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e. What resistance do people have to buying your product

or service?

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5. Identify market trends-include information about market

studies and test marketing.

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6. List factors that affect purchasing such as:

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Write a brief paragraph that synthesizes all the factors that

affect the purchase of your product:

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E. Distribution
1. Identify the most effective methods for getting
products/services to customers in the target market.
o Do customers come to you?
o Do you go to the customers?
o Do you use dispensers, racks, etc.?
 o Do you mail out samples, use trial offers, or
premiums?
o Do you use internet?

2. Do you make it easy for customers or potential customers

to get to your product/service?

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3. Have you made it easy for customers or potential

customers to get more information about your product/s or
service/s?

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4. Identify the need for warehousing of products and

distribution channels (for example internet) if not sold
direct to buyer.
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F. Promotional Strategy
1. What is your current image in the marketplace?
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o How are you perceived by your customers?

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o Is this accurate?

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2. What would you like your image to be in the workplace?

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3. Will everything in your organization consistently
represent the image you want to project?

o Employee behavior

o Place of business atmosphere

o Printed communication

4. What type of customers are you targeting with current

marketing efforts?

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5. How are your leads followed up?

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6. Where/How do you get new business?

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7. Where/How do you get repeat business?
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8. What is the source of your most productive referrals? Are

you doing everything you can to manage that source/s?
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9. Review the message:

Is your message written in terms of what the customer

needs and wants to hear, or in terms of what you want to
say about your business, product, and service?

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Your Promotional Strategy consists of blending and

using each of the following components to the same end —
that is, with the same message.

• Advertising
• Personal Sales
• Sales Promotion

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Publicity and Public Relations: Does your advertising

message follow the AIDA model?
That is, does it:

• Attract Attention?
• Create Interest?
• Arouse Desire?
• Call for Action?

10. List the promotional activities you are currently

using:
A. Advertising
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B. Personal Selling
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C. Sales Promotion (coupons, freebies, name

recognition, etc.)
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D. Publicity and Public Relations

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11. Are the benefits you offer being communicated

effectively? (Indicate yes or no for each of the
activities listed above)
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12. Review of Advertising: Does the audience for the media

selected match your target market profile?
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13. Review public relations activities

• What are your plans?
• Can you generate any product publicity? How?
• Special programs?

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G. Competition (Direct and Indirect)

A. Identify competitors by divisions, product lines and

markets.

By Division
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 By Product Lines
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By the Market
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B. Compare your marketing techniques with those of your

competitors.
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H. Pricing
1. Review product/service costs for accuracy, including all
variable and fixed expenses.
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2. Be sure all products/services carry their share of overhead

expenses plus provide for profit. Commented [3]: Ka ate booc na part
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3. Compare prices for your products/services with similar
products/services in the industry.

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A. If your prices are higher, do they provide the

necessary “added value” to justify the higher price?
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B. If your prices are lower, do you know why they are,
and is the lower price part of your marketing
strategy?
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4. How price sensitive is your market -- in other words, how

much change occurs in buying behavior when prices rise or
fall?
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 5. Do your prices position you as "top of the line" or
"bargain basement?" Are you happy with your position?
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6. Does your current marketing strategy support this price

position?
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I. Action Plan

A. Goals
Identify your goal(s) for each segment or market. Your
goals and objectives should be concrete, measurable and
realistic.

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B. Strategy
A strategy is the general approach you will take to
achieve a goal. The following list of common marketing
strategies may help your thinking:
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Don't try to implement all possible strategies at once.

Choose one or two strategies to achieve each of your goals. In
your selection, consider what you know about your product,
competitors and customers, based on your information above. Also
keep in mind your resources of time, budget and staff. For
example, although a major television campaign might increase
visibility for your business, can you afford the production and
airtime costs? Is television the most cost efficient way to
target your customers?

Develop a tactical plan for each goal:

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Strategy A:

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Strategy B:

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 Strategy A:

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Strategy B:

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Strategy A:

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Strategy B:

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Strategy A:

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Strategy A:

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Strategy B:

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