MKT 431 WEEK 4 Marketing Plan Addition

Marketing Plan Addition

MKT/431

Marketing Plan Addition

A business can produce anything but if that business can’t get the product from the wholesaler to the front door of the customerthan it means nothing for the business. We are going to cover the way Pickyourstyle.com will reach the customers and be able to offer the great deals that they do. This will include how Pickyourstyle.com will sell to the consumer and the different ways the consumer will be able to purchase their products. This will include the pricing and positioning they will conduct while going over the ways they are better than their competitors. With all of the technology right at the fingertips of anyone with as much as a cell phone will be able to utilize the social media and the website that has been created for Pickyourstyle.com.

Distributing Plan

A distribution plan must fit within the 4 Ps of marketing that includes product and service, place, price, and promotion. It is essential that Plus-Size, pickyourstyle.com comes up with the right distribution plan for selling their variety of lingerie products. In order to get the right product to the end user on time, the distribution channels must be proficient. According to Furey& Friedman (1999) in their book, “The Channel Advantage”, there are four key questions you must answer for picking the right distribution channel for selling your products. Do steps in the distribution channel result in lower cost to consumers? Does the channel fit the brand positioning? Is the channel a good fit for the organization? Can the company achieve the economic goals through the channel? The answer to these questions is yes for the distribution channels of Plus-Size, pickyourstyle.com.

There are several distribution channels to choose from such as, direct, wholesale, retail or an agent that would accommodate the sales of lingerie products from Plus-Size, pickyourstyle.com. For optimal and feasible solution for satisfying customer’s demands and providing the best customer service in the marketplace, Plus-Size, pickyourstyle.com will employ a multichannel distribution system. The channels will consist of selling direct from the company website to consumer, direct sales to retailers, and utilizing air freight delivery services such as FedEx or UPS to reach our target audience. These channels are important for reaching the company target market because they are cost effective in reducing cost from utilizing other distribution channels. Cutting out other distribution channels such as wholesalers will help the company to past on the saving to customers and increase the company’s level of sales revenue.

To further reach theconsumer and widen the customer base, Plus-Size, pickyourstyle.com will negotiate contracts with well-known plus-size companies in the clothing industry like Lane Bryant, and Catherine.Plus-Size, pickyourstyle.com will make extensive use of search engine optimization, search engine marketing, e-mail marketing, guerrilla marketing, mobile marketing, and viral marketing (word of mouth) to draw customers.The companies above will help Plus-Size, pickyourstyle.com establish their brand. The company’s lingerie will gain recognition because of the frequencies of target audienceshopping at plus-size retail stores for women. Also, the placement of the product in plus-size stores will help customers become familiar with the different style of lingerie’s that are available online. The online website will afford the customer opportunity to buy their lingerie products 24/7. The company website will be user-friendly so that consumer can complete their transaction without problems.

Position Supported by Pricing (The second half of bullet point 3)

The company is committed to providing the best possible fashion shopping experience. Pricing is important, especially in the fashion world. In the eyes of the consumer, the quality of the product is determined by the price. Pickyourstyle.com has two separate lines that will have two different pricing points. Our everyday line will feature quality plus-size fashions at an affordable price. We will also have a couture line for our customers who prefer high-end fashion. For the couture line, pickyourstyle.com will utilize premium pricing. When offering a high-end line the customer will expect to pay a premium price.

Pickyourstyle.com will occupy three separate positions and our pricing will reflect those positions. Our company will provide the latest fashions and styles for modest incomes, premium items for those with higher incomes, and custom items for those who can afford to spend a little more. Pickyourstyle.com will strive to have our pricing determine our position; however, the reality is our position may determine our price. The goal is to be profitable; if our strategy is not generating a profit, our company will adjust to meet the needs of our target audience. We will not abandon the other fashion lines however; we will re-focus the marketing to maximize our profit.

Reference

Furey, T., & Friedman, L. (1999). The Channel Advantage.