Table of Contents

1. Your Business (start up with limited capital) ............................................................ 2

2. Your Market .................................................................................................................... 3
3. Your Target Audience ................................................................................................... 4
4. Competitor Analysis ..................................................................................................... 5
5. Brand positioning ......................................................................................................... 6
6. Marketing objectives..................................................................................................... 8
7. Customer journey and touch points / marketing channels ..................................... 9
8. Main marketing programme/campaign for one stage .............................................. 9
9. References ................................................................................................................... 11

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1. Your Business (start up with limited capital)

‘Elite’ is a sports fashion brand that manufactures and sells sportswear, sport gadgets
ensuring the brand encompasses customer expectations, without any negative
implications for the environment.

Elite is a London-based sustainable activewear brand that has a store in London and sell
products online through social media and website within the UK.

I chose this business concept because the products will be produced through recycling
of ocean plastics, bottles including fishing nets and other discarded waste and help
nature by providing better environment. Additionally, most of the customers like to monitor
their workout record and the gadget is the perfect way for it. The essential product while
exercising is a water bottle which will be hydrating the body, so the business also sells
water bottles. Thus, I concluded on the sports fashion business with this concept.

Our business goals for the first year of our operation are:

⎯ Achieve sales of £30,000

⎯ Sell a minimum of 300 sportswear
⎯ Sell 200 wearable health/fitness tracker device
⎯ Sell about 50 water bottles

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SWOT Analysis of ‘Elite’

Strengths Weaknesses Opportunities Threats

● Protect nature and ● Lack of social ● Collaborations with ● Similar ideas
environment network athletes, sports team to implementing by new
boost brand business
● Provide Quality ● Poor knowledge to
products cope up with limited ● Increase the area of ● Competition from
budget coverage other similar brands
● Sells both
sportswear and ● Single location for
gadgets/essentials in store
the same store

Our business which operates in the micro-environment are mentioned below:

Customers- The focus of our business are on both genders’ male and female customers
targeting age group from 18-50, frequently workout, health conscious, environment
conscious

Competitors- Our competitors will be stores/brands that are running business in

sportswear

Suppliers- The suppliers will be external company who runs business of recyclable
materials

Employees- Our employees will be those who are experienced in clothing business but
will be appointed as part-time workers in the beginning

2. Your Market

Our business which operates in the macro environment are mentioned below:

Economic:-

⎯ Income Level: According to the income, consumers purchasing capacity is

determined which means, if the income level is low then the capacity to purchase

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 the products that have least priority is impossible since exercising is possible while
wearing regular clothing as well.
⎯ Economic Fluctuation: Fluctuations in the real national income (GDP), inflation
rate, and unemployment rate, as well as in the levels and/or rates impacts
consumer spending. Customers spend more while the economy is growing, but
they also spend less when it is contracting. When the rate of economy is high,
customer spends more but when the rate also goes down so does the spending.

Socio-Cultural: -

⎯ Customer Preferences- The preferences of customers are not fixed as it may

change according to their taste. Customers will become disinterested in
purchasing the things they once routinely bought as their taste’s changes.
⎯ Fashion Trends- As the fashion trend changes in terms of design, style, customers
will also act accordingly.

Technological: -

⎯ Innovation- The wearable tracker market will decline as more people use mobile
apps to monitor their health activities.

3. Your Target Audience

The company earns profit by athletic apparel such as t-shirt, jacket, shorts, shoes, inner
sportswear for women’s and equipment/essentials such as wearable fitness tracker,
water bottle. Additionally, to increase revenue, as our primary audience, we target at
individuals who are preoccupied with maintaining and improving their bodies, those who
are concerned about environmental preservation, athletes, influencers, and those who
can afford to buy the items. Specifically:

Demographic: Men and women between the ages of 18 and 50, upper-middle high
income, any nationality, athletes, influencers, any education

Geography: London, United Kingdom

Psychographic: middle-upper class, fitness enthusiasm, outdoor enthusiasts,

environment conscious, health conscious, interest in extra-curricular activities

Behavioural: Preference of online service rather than physical, frequently exercising

customers, technology adopters

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● User persona for primary target audience

4. Competitor Analysis

The first competitor is Adidas because they sell high quality sportswear that offers similar
products as we offer. Adidas is a well-renowned brand which was founded by Adolf
Dassler, starting with a small manufacturing shoe company in German (Brand Credential,
2023). The company was formed with the purpose of changing the lives through sport
(adidas, n.d.). [https://www.adidas.co.uk/]

The second competitor is Nike, that offers a large selection of goods for a wider age
range, including kids as well. Nike, Inc. is a multinational corporation founded by Bill
Bowerman and Phil Knight based in the United States that designs, develops,
manufactures, and markets clothing, footwear, accessories, equipment, and services
globally (Company, n.d.). Nike's moto, "Bring innovation and inspiration to every athlete,"
was created with the intention of focusing more on athletes (Nike, 2023).
[https://www.nike.com/gb/]

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Swot Analysis of competitors

Strengths Weaknesses Opportunities Threats

- Global presence
- Membership Discount
- Sell products in
- Large Distribution - Provide quality products
expensive price - Adidas to fully adopt
Network - Support environment
Adidas - Active on various social
- Harms environment recyclable concept
due to over production
media platform

-Collaborations with world

renowned athletes
-Several branches in
different locations
-Collaborations with -Highlight the factor ‘sport
-Offers donations to - Nike to extend their
schools, community world renowned athletes gadgets(Nike does not sell
sport gadgets) business to sport
Nike -Supports environment - Products run out of
gadgets/essentials
safety by reuse and stock very fast
recyclable of customers
used products

5. Brand positioning

Product: Our products will include sports t-shirt, jacket, shorts, shoes. For women, inner
sportswear will also be made available. We will also add sports gadget/essentials such
as a wearable fitness tracker which monitors health-related metrics, a water bottle which
is a must during exercise.

Price: The t-shirt, shorts will be placed at the range of £40-60 which is far lower price than
other brands. Around £70-80 for jacket and for women’s inner sportswear will cost about £30-40.
Sport shoes will be priced about £200-150. However, gadgets will cost a little more. Around £90-
120, for a fitness belt and £130-200 for a wearable fitness tracker. The water bottle will be around
£20-25.

Place: The store is based in London, United Kingdom and includes online selling. These
days, due to the advancement in technology, online platform has provided an easy way
for customers to shop. Although, some customers prefer online there are still those who
wants to view the products in person. Thus, it is important to have both an online platform
and a store and we are focusing on both sectors.

Promotion: Due to the limited budget, we will approach traditional methods like placing
ads in newspapers, printing flyers and distributing to random people. In addition, apply
some modern techniques such as social media marketing, Search Engine Optimization,
Content Marketing. Even though we are a startup, we will employ an influencer to promote
our products on social media platforms based on our budget. We will also be active in
social media engagement such as Instagram, Facebook which helps to connect more
with our customers and viewers. To increase the connectivity of customers more with our

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brand, we will organize the social media event where the participants must tag us, post,
and share our profile on their Instagram account and winner can get prize from our store
which eventually will influence the audience to engage with our brand. To the member
who just signed up for website, will get 10% for its first purchase. During Christmas, we
will also provide Christmas off and Black Friday sale where customers will be motivated
to shop. We will stand up for the environmental awareness programs and volunteer in
those events where they clear up the beaches in support of the environment.

People: We will hire one part-time salesperson at first who focuses on customer service
and also a manager whose role involves stock management, managing store. I will be
responsible for smooth operation of overall business such as employee management,
finances, promotions. In addition, a delivery driver to deliver the products for the
customers.

Process: Select sportwear option, Select sport gadgets/essentials, Select delivery/store

pickup option, Pay. We do not include return policy, but we will accept exchange policy
which is valid within 15 days.

Physical Evidence: We will add the videos/photos of our products in our social media
platform. We will create our brand logo along with the brand motto and every product will
be manufactured with a logo. In addition, the packaging of the product will also be unique
as we will design according to our own concept which will also have a logo of the brand.

5. Brand positioning (cont.)

Brand positioning map

= ELITE

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Brand positioning statement

“Elite will support you throughout your healthy journey!”

The brand’s approach to ESG (environmental, social and governance standards)

Environment: The materials will not be of any harm to the environment. Moreover, it saves
the environment as the products are made through recycling of waste which our suppliers
collect from recycling centers, landfills, sea, beaches. The packaging of the products will
also be made of recyclable materials. We will organize programs twice in a year, to clean
the beaches where most of the materials are thrown and also take part in events managed
by other companies which is for environmental awareness. Furthermore, raise awareness
programs through our social media page about the waste materials affecting our health.

Social: Our brand will make sure to follow with the Human Rights Act. In addition, we will
volunteer in events organized by other companies where we can build social connection.
We will be fair among the suppliers and employees as they will not be discriminated on
any aspects such as race, ethnicity, country, work adequate hours, fair pay.

Governance: We will follow legal document processes for our business operation which
includes to perform audit annually, pay accurate mentioned taxes on time, providing the
rate identified by government to staff members to make sure there are no issues with
finance and government policies.

6. Marketing objectives

The marketing objectives that will support your business goal(s) based on the SMART
principles are mentioned down below:

⎯ Increase promotional events by 20% in the upcoming year

⎯ Over the following two months, raise the average engagement per post on
Instagram by 12%
⎯ Within the next five months, raise the website conversion rate by 10%
⎯ Achieve a score of at least 89% of customer satisfaction in the next year
⎯ In next two years, increase the sales through both store and online by 30%
⎯ In next three years, take part in endorsements, sponsor athletes with our
products
⎯ Within five years, promote and sell our brand products globally
⎯ To provide a PR package for influencers in a year

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7. Customer journey and touch points / marketing channels

The marketing channels prospects and customers engagement with business at each
stage of the customer journey

Social Media Website Store Free Delivery Events

Website Search Engine Sites Social media such Loyalty programs Rewards
Distributing Flyer Customer reviews of as Instagram, such as exclusive Social media
(Print) other brands Facebook, Offer, Discount Referral Programs
Advertisement WhatsApp Customer Feedback
Website

8. Main marketing programme/campaign for one stage

○ The customer journey stage it aim to influence is

Retention Stage

○ Retention stage channel involvement are:

Free Delivery, Customer Feedback, Loyalty Programs such as exclusive offers,

Discount

○ The activities to set up in retention stage are as follows:

Special Offers- Since current clients are valuable, we ought to concentrate on giving them
a unique experience to win their loyalty. Regular consumers should be given special deals
on a regular basis such as buy one get one free deal or buy one and get other at half
price.

Discount- The loyal customers should be provided with discounts on a product whether
10% or 20%.

Delivery- Free delivery service should be made available for the regular customers.

Customer Feedback- Regular consumers' feedback is important since it allows us to

understand their opinions about the goods and services we offer, and we can improve on
that. The feedback can be gathered by the customers who visits the store by giving them
to fill the feedback form whereas for the online customers their comments on social media
post or messages in the account can be collected. Website can also have the feedback
form or a separate section for comment on the products.

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○ Running period is:

Initially for six months

○ The goal of retention stage are as follows :

⎯ Increase repeat sales by 30%

⎯ Increase the number of customer feedback by 10%
⎯ Increase the loyalty programs participation of repeat customers by 8%

○ The steps to monitor and measure success in retention stage are mentioned below:

⎯ Customer satisfaction rate through surveys

⎯ Calculate number of repeat purchases from customer
⎯ Gather and count customer feedback
⎯ Calculate number of repeat customers those who obtained and used loyalty
offers

● The content to use to address the buyer’s different needs at each stage of the
customer journey

Social media Video about the Guarantees, Guides on how to Updates on the
posts that sportwear Exchange policy use the wearable referral programs,
present our products and fitness tracker rewards
brand gadgets
demonstrating its
Blogs which features and
pass the benefits
message of
environment
conservation

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9. References

• Anon., n.d. Brand Credential, 2023. Adidas Marketing Strategy: Blending Innovation
With Heritage for the Win. [Online] Available at:
https://www.brandcredential.com/post/adidas-marketing-strategy-blending-innovation-
with-heritage-for-the-win?utm_content=cmp-true
• adidas, n.d. [Online] Available at: https://www.adidas-group.com/en/about/profile/
• Company, N., n.d. Company Profile. [Online] Available at:
https://nikecompanyblog.wordpress.com/about-us/
• Nike, 2023. [Online] Available at: https://about.nike.com/en

Awareness Consideration Purchase Retention Advocacy

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