Marketing

plan

URBANELLA

Aidana Koshenova
Sarah Nesrala
Bakwenye Tosb
Seth Ayiku Okornoe
 EXECUTIVE SUMMARY
Urbanella is where depths of fashion can be clearly explored by anyone.
The key feature and the principal idea behind Urbanella is StyleMe, with the
help of an interactive questionnaire that all users will answer upon
registration, it can detect shapes and identify the most suitable piece of
clothing for the customer. StyleMe will use data to provide styles that best
match, through a database of fashion information from professionals in the
industry.

The purpose of this marketing plan is to have a broader look into the
operations of Urbanella, set general financial goals and growth objectives for
the present and future, a SWOT analysis of Urbanella and get rid of any
loopholes while developing a stronger understanding of the target market.
 ● Market our brand through Social Media
Your On going
● Brand Promotion, to fund the show
marketing efforts ● Advertising will be done online, via search engine
● Update the application quarterly, this way
stimulates reflective thinking
● Span to TV coverage for our show
 Situation Analysis
Number of digital buyers worldwide from 2014-2021
● 75% Share of global internet users who have
bought a product online

● 68% of Europeans shop online

● 52% Share of individuals participating in social

networks in the EU

● 70% Survey result express interest in personal

stylists for reasonable price (within our target
market)
 Urbanella is targeted at women in their teens (16) to their mid
50’s that are fashion forward and always looking for the hottest
TARGET trends. They carry many different clothing lines that include

MARKET
collections, mainline, premium,boutiques, unique and designers.
We really want to drive home the idea of being able to create
your own unique look and style. This means many of our
customers are not exactly main stream and are not afraid to be
trend setters in their own ways, as well as being passionate
about fashion in every aspect like designing clothes and styling
of other users.
Asides from that, Urbanella is also a great place for these girls to
get their basic everyday outfits.
GENDER: 100% Female
LEVEL OF EDUCATION
AGE
● 23% Dropouts
● 26%16-22
● 47% Bachelor's Degree
● 41%23-33
● 30% Masters degree
● 21%34-43
● 12%44-55 OCCUPATIONS
INCOME ● 14%Healthcare
● 12%Personal Stylist/Fashion
● 14K-17.5K
25%Marketing/Advertising
● 18K-25K
● 8%Tech
● 25K-34.5K
● 13%Financial
MARITAL STATUS ● 14%Customer service
● 14% housewifes
● 75% Married
● 25% Single
 Worries Schedules
Demography •Unsure of what to wear
•Female •Always present at fashion events
•Less time for window shopping
•BSc Information Systems •Impulse buying
•Attends lots of face-to-face
•MBA Int’l Business meetings
•33 Years Old
•€120,000 per Annum •Handles significant amount of
•Single Mother paperwork related to regulation
and compliance.

•Attends church regularly

Goals Information Source

•To clear all doubts •Fashion websites
•To be presentable Sarah Parker •Magazines
•To be beautiful •Informal chats with formal
•Always be unique International Business(MBA)
colleagues on WhatsApp.
•Invest less time shopping Project Development Officer
•After work socialization with
•To easily blend with Charter House Consultum
occasion department staff on a monthly
Role
basis.
•Reports to the CEO
•Event Planner
 BUYER PERSONA CANVAS
Buyer Persona
Young adults
Interested in feeling confident
Some experience on fashion
Areas of focus revolve around personal image
Background: Impulse buying, then not liking what they
bought, want something else to wear
Buying Process
It all starts with the need to solve a problem: what to
wear?
Customer usually is indecisive about what to pick out.
Wants to look good for the occasion
Goals
Buyers Business/Personal Goals:
Be recognized as a stylish persona and be
able to achieve this on a cost according to their
budget
Buyers Personal Goals:
Find the optimal looks that are top in fashion
industry and appropriate for the occasion they
need to attend
Buyer Thinking
The attitudes of wanting to feel confident and
secure with outfit, is what motivates customer
to use application
Customer perceives that how they dress they
will impress. Clothing defines who they are.
Initiatives
Motivation: the desire to be stylish, feeling confident
Strategy: rely on our app to deliver them with the
appropriate style
Every activity and program they have to attend to is
important to them
Dress according to the latest fashion
Timing
Our customers need us for every season, we
suggest according to the season they have
selected
Formal budget is in hand with timing clients can
choose ahead of time what they are going to wear.
They will be notified if any special offers appear
depending on their brands selected
Normal end to end buying cycle is according to the
customers budget for each season, they will be
able to choose how much to spend per 3 months.
 SWOT ANALYSIS
Strengths Weakness Opportunity Threats

● Exclusive partnership with ● Limited visibility in the ● Expanding into the ● Economic
designers international market international market downturn; leading
● Higher quality and ● Lack of control over ● Partner more to reduced
innovative products product production international brands purchasing power
● Huge variety of customers ● Dependent on a main and collaboration ● Competition;
● Update with latest looks of competitive advantage; with more luxury adopting the
users favourite fashion designers business idea
icons/ influencers ● Brand expansion into ● Negative word of
● Regularity of deals . makeup and hair mouth by
products consumers
● Enhance efforts to be ● Unforeseen
more environmental business
friendly expenses
 7P’s Marketing Mix
STYLE APP, SOCIAL PLATFORM,
Product IDENTIFY FASHION TRENDS,
PROVIDE NEW LOOK, FASHION
GUIDE

Product
CONTEST (SHOW), SURVEYS,
Physical 1 MONTH FREE ACCESS,
evidence
ONLINE SUPPORT, STYLISTS INFO Physical Price Price 6 MONTHS FOR 9.99$,
(TRUST), SOCIAL NETWORK evidence SPECIAL YEARLY SUBSCRIPTION 12$
7 PS
MARKETING
APP STORES, SOCIAL MEDIA,
ACTIVITIES, PROCEDURES, MIX
Process
PROTOCOLS GATHERING DATA Process Place Place
FASHION MAGAZINES,

People Promotion WEEKLY GIVEAWAYS, RECOGNITION

STYLISTS, HOST OF THE SHOW, OF TALENT, DISCOUNTS FOR ACTIVE
People CUSTOMER SERVICE EMPLOYEES, IT Promotion
USERS, COLLAB WITH BRANDS,
SPECIALISTS
1 MONTH FREE ACCESS,
SPECIAL OFFERS ON SUBSCRIPTIONS
 Core competencies
INNOVATION ● Implementing of body scanners on the app that allow our
customers to try clothes on Virtually
● Stylist on deck 24/6 which caters to every users personal style
● Allows users to shop from different brands ranging from everyday
brands to high class brands

CUSTOMER ● Ability to design a “customer interface” that personalises online

SERVICE shopping and makes it more efficient
● Reliable and efficient delivery infrastructure (eg; next day delivery)
● An open dialogue with the customers to help improve the
application.

MARKETING ● A clear distinctive brand proposition that focuses on a defined

customer group.
● Influence marketing- interesting, timely and useful content
● Direct marketing, digital marketing. Database management,
direct-mailing campaign and social media marketing
Channels
Main channel customer uses is social media
Online buying
Occasional store visiting
Buyers have an active social life
Influencers, Stakeholders, Fashion Team
Stakeholders: Main european brands
Ex: mango, zara, bershka, pull and bear, massimo dutti
External Influencers:
Celebrities, famous fashion bloggers, high end brands
Why Buy?
Customers buy depending on how they feel clothes will
make them feel
Main motivator is external social approval
App provides them with different options to wear for
event they need to attend
Content and Information
The customers rely on the references the app pick for
them. The app will be updated each day with the latest
fashion on the sponsored brand.
According to customer profile, app picks different clothes
to the different customers]Buyers seek for good quality
clothes, that are in their budget
 ○ Increase positive app ○ Expand globally for
awareness more trends
○ Focus on feedbacks ○ Keep ahead of
Objectives and customer
satisfaction ○
deadlines
Grow social media
○ Position Urbanella as a presence
clothing brand ○ Optimize App for
○ Development of Joint positive user
ventures experience
(Designers/clothing ○ Emphasize creativity
brands/Icons) to our team
 FINANCIAL GOALS
● Decrease variable costs by at least 3% after 1st year of
launch
● Increase and Maintain Advertising spend by 10% for 2 years
● Increase Customers per every 3 months
● Increase revenue from our inbound Marketing Efforts
● Offer products and service packages that are priced
appropriately for each segment of our Market
 Budget
○ Registration of Brand: 800 Euros
○ Cost of App Development: 50,000 Euros
○ Legal, accounting, and Service Fees: 80,000 Euros
○ Cost per month, team of four: 12,000 Euros
○ Social Media Posts (Internet Advertising): 8,000
○ Timeline to build an app is 4-6 months
○ Apps designed to be used by a smartphone have a
higher cost due to the added robust back-end server,
which sums up to at least 80,000 Euros more
○ Total: 230 800 Euros
THANK
YOU!!!