Project Description
A 50-year-old textile manufacturing company, having 27 outlets across different cities in the US, wants to run a marketing plan. The company wants to increase its profit margins and become a popular brand in the US. They also want to analyze their existing customer data and create a marketing strategy. In this project, we will create a marketing strategy that will help the company become a well-known textile brand and attract more customers over a period.
The textile manufacturing company is new to the online space and wants to make sure they are visible to potential customers. They are not sure which marketing strategy to adopt and how to run campaigns to target potential customers. The details of the company are given below
| Brand Age | Annual Revenue | Target Annual Revenue | Current Marketing Model | Brand Investment |
| 50 Years Old | 200,000,000 | 500,000,000 | 80% Offline & 20% Online | 15,000,000 |
| Product | Age Category | Revenue Contribution |
| Men’s Casual Jeans | 18 and Above | 30% |
| Women’s Saree | 18 and Above | 20% |
| Kids’ Wear | Under 5 | 50% |
Note: The brand’s customers live in tier-1 and tier-2 cities in the US (Target Customer)
Marketing Plan Components
- Executive Summary
- Situational Analysis
– Mission – Vision – Values -SWOT – Products/ Services - Industry Analysis ( PESTLE )
- Customer Analysis
– Collect & Analysis Customer Data – Segmentation – Targeting ( Customer Persona ) - Competitor Analysis
- Defining Goals & KPIs
- Strategy
– Tactics (Tasks, Task Owner, Resources, Timeframe, Budget, Media, Channel, Vehicle …… etc.)
– Customer Value Journey
– Put the Marketing MIX in your mind. - Analytics & Control ( Feedback, Report & Improve )
1- Executive Summary
- At first, we will define our current position including Mission, Vision, Values, SWOT, and our Products.
- Then we will analyze the factors in our outside environment to benefit from it and define the risks.
- Collect and analyze The Customer Data to understand and target them efficiently.
- We will analyze our competitors to easily compete with them and forecast their moves.
- Defining the Goals we want to achieve and KPIs to measure our success.
- Constructing the Strategy including all tactics, processes, and tools to reach those goals.
- Analyze and Control to measure the performance for detecting faults and improve the process.
2- Situational Analysis
Mission
We are a 50-year-old textile company in the US. Using our skilled employees and high technology, we provide high-quality clothes for men, women, and kids. We aim to achieve the highest level of customer satisfaction through enhanced quality products and timely deliveries.
Vision
To be an innovative world brand that is respectful to humans and compatible with technology.
Values
- Quality
we strive to utilize our employees and resources to create high-quality products. - Respect
everyone is respected in the company. We have a good working environment for employees and customer service for our clients. - Innovation
we are open to change. We seek continuous improvement through using the latest technology and creative research and analysis team.
SWOT Analysis
| Strengths: Old and reputable brand. Big Financial Resources. Advanced Machines & Tools. High Quality Products. Good Customer Service. Speed Delivery Time. | Weaknesses: Low Online Presence. Low Skills in Digital Marketing Team. High Turnover. |
| Opportunities: Increasing Demand in Saree. Governmental Support. Income Level Increase. | Treats: New Competitors. Small Numbers of Suppliers. Increase Shipping Cost. |
Products & Services
| Men’s Casual Jeans | 18 years old and above USP: High Quality and Stylish Design | 30% of Revenue |
| Women’s Saree | 18 years old and above USP: High Quality, Colorful Design and Medium Price | 20% of Revenue |
| Kids’ Wear | under 5 years old USP: Medium Quality and Low Price | 50% of Revenue |
3- Industry Analysis
Here we collect and analyze data about all factors in the company environment that can affect our business. There are 6 factors:
- Political Ex: Safety, Wars, Rebellions and Stability. (Syria is not good for business now)
- Economical Ex: Interest rate, Inflation, and Unemployment. (Poverty level in Nevada State is high)
- Social Ex: Cultures, Religion, and Festivals.(Muslim Women Don’t wear Saree)
- Technological Ex: Be updated to the latest technology tools and concepts. (Using Agile to Improve Work)
- Legal Ex: Plastics, Animal-based, and Heavy metal materials are illegal in us for fashion.
- Environmental Ex: Toxic and heavy chemical fashion is forbidden in the US.
4- Customer Analysis
Customer Analysis process consists of three steps:
A- Data Collection and Analysis
Collect and analyze our customer data to understand them well. Data Sources can be Website Visitors, Social Media Followers, Google Ads, Meta Ads, Emails, Customer Agents, Sales Teams, and CRM Software.
B- Segmentation
Divide your customers into groups with similar characteristics. We do this based on factors like:
- Geographic: County, City, Zip Code, and Location.
- Demographic: Age, Gender, Income, Job, Family Cycle, Nationality, Religion, and more.
- Behavioral: Search History, Interests, Hobbies, and buying habits.
- Social: Cultures & Traditions.
C- Targeting Specific Segment (Create Your Customer Persona)
Let’s Create a 3 Customer Personas for our project
Customer Persona One (Named: Ali) (Men’s Jeans)
Demographics: Geographic:
Age – 25 to 35 years old US – New York
Gender – Man Behaviors:
Job – IT Engineer Follow Men’s Clothes Brand on Social Ex: Adidas
Status – Married Sign Up for Forbes.com and CNN News.
Income – 70 to 85K Dollars He is a Fan of Real Madrid Football Club
Challenges:
– He wants jeans pants that are stylish and comfortable because he spends a lot on work.
– He is willing to pay a premium price for good quality products.
Customer Persona Two (Named: Alice) (Women’s Saree)
Demographics: Geographic:
Age – 20 to 30 years old US –Nevada
Gender – Women Behaviors:
Job – Nurse Follow Women’s Clothes Brand Ex: Quince
Status – Single Sign Up for Medical Blogs Ex Penn Medicine.
Income – 65 to 75K Dollars She is a volunteer at the Red Cross.
Challenges:
– She wants a comfortable Saree with good design and colors.
– She wants an economical price product.
Customer Persona One (Named: Soma) (Kids’ Wear)
Demographics: Geographic:
Age – 30 to 45 years old US – Kentucky
Gender – Women Behaviors:
Job – Part-Time Teacher Follow Kids’ Clothes Brand on Social Media Ex: Babe
Status – Married Sign Up for Cooking Blogs Ex Pinch Yum.
Income – 40 to 60K Dollars She follows Parenting Blogs Ex Scary Mommy.
Challenges:
– She wants good design clothes for her kids that are made from healthy materials.
– She prefers low-priced products with medium quality.
5- Competitive Analysis
- First, we identify our competitors.
- Then, we use all tools and resources available to analyze and understand our competitors.
Ex Pricing Strategy, Channels They Use, Advertising Budget, Offers and Discounts. - Knowing your competitors makes it easy for you to win the market share and predict their strategies.
- We also can make a SWOT Analysis for our competitors.
Competitive analysis is vital for successful Marketing Plan. Learn more about How Do You Conduct Competitive Analysis.
6- Defining Your Goals & KPIs
Our Goals must be SMART (Specific, Measurable, Attainable, Relevant and Time-bonded)
For Our Textile Company, We Will Have Three Goals:
- Goal One – Increase Our Revenue By 10 % In the Coming 6 months. (Goal One)
- Goal Two – Double Subscribers on the Company’s Social Media and Website in The Coming 3 months.
- Goal Three -Increase Engagement by 50% on the Company Website for the coming 4 months.
Creating KPIs based on our defined Goals to measure your success.
- Goal One KPIs – Conversion Rate || Number of Sales || Average Order Value.
- Goal Two KPIs – Lead Generation || Subscribers Number.
- Goal Three KPIs – Comments, Likes and Shares || Visitors Number || Visit Time || Video Watch Duration || Bounce Rate.
7- Marketing Strategy
We defined the current situation and the goals we would like to achieve.
The Strategy shows what to do to reach those goals.
Our Strategy for The Textile Company will be of 3 stages.
# For Increasing Awareness
| Task | Task Owner | Timeframe | Budget | Comment |
| Write Blogs on the Website talking about the Company’s History and Our Products. Use Search Ads to Increase The Traffic. | Content Marketer Copywriter SEM Specialist | 2 Blogs every Week. | 250$ For every Blog. | |
| Create Short videos on Instagram and Facebook to show our latest Designs. Use Meta Ads for Promoting Videos. | Graphic Designer Videographer SMM Specialist | 2 Videos every week. | 200$ Per Video. |
# For Increasing Engagement
| Task | Task Owner | Timeframe | Budget | Comment |
| Write education and Funny blogs Ex How to match your clothing colors. Ex Celebrities Saree Trend. | Content Marketer Copywriter | 3 Blogs every Week. | 100$ For every Blog. | |
| Also create Funny and useful Videos. Ex Fashion Trends For New Years | Graphic Designer Videographer | 4 Videos every week. | 100$ Per Video. |
# For Increasing Conversion
| Task | Task Owner | Timeframe | Budget | Comment |
| Send Emails with offers and Discounts for our Customers. | Email Specialist Graphic Design | 1000 emails every week. | MailChimp 200$ / Month | |
| Create Short Ads on Social Media With Offers and Discounts. | SMM Specialist Graphic Designer | 4 Videos every week. | 300$ Per video. |
Note) We should analyze 4Ps (Marketing Mix) for our business and keep it in mind while construct the strategy
8- Analytics & Control
We should always track our results to find our mistakes and areas of improvement.
Control Steps will be:
- Measure the Performance
- Compare it With Standards
- Find The Gaps or Deviations from Standards
- Analyze the Reasons for Those Gaps
- Compare it With Standards
- Taking Corrective Actions
If you want help in your project feel free to contact me.