Marketing Question

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Writing

Rasmussen University

Description

Submit a 2-page paper in which you create the marketing persona chart and description of your target market for your t-shirt company in the apparel industry. This paper will consist of two sections: targeted market and segmentation description and a customer persona chart. Your paper needs to be in APA format, include a title page, and a reference list.

For the persona chart, you can build your own or find a free chart making resource on the internet.

Section 1: T-shirt Company Targeted Market and Segmentation (2-3 paragraphs)

Describe the targeted market and include the segmentation information. You can use the resources in from the Discussion Board to research a specific area. Be sure to include the four segmentation sections: Demographics, Geographics, Psychographics, Behavior.

Section 2: Create a Customer Persona Chart based on your research

Create a chart with 7-12 sections to describe different attributes of your targeted market and segments.

Unformatted Attachment Preview

1 Option 1: Low-cost t-shirt company Student’s Name Institutional Affiliation Instructor’s Name Course Name and Number Assignment Due Date 2 Option 1: Low-cost t-shirt company Section 1 Introduction I have chosen option 1 (low-cost t-short company). My proposed name is 'Smart T-shits Inc.' since the significant client target is the millennials, people of all economic, social, and political classes. We seek to leverage the best business practices in the process of designing, making, distributing, and sale of various t-shirts in the United States of America. We also deal in printing, distribution of top-notch t-shirts to multiple clients as per their request. We have ventured into the industry knowing that there is an aggressive level of market competition. Our niche market strategy (based in the United States of America) aims to create a conducive environment for us to gain a unique competitive advantage within the required time frame. We rely on online platforms and wallets as the best strategy to reach out to as many clients as possible and also to maximize revenue and profit-making without incurring substantial production costs. Branding and brand differentiation is an art and a science that is a detailed process to enable our venture to meet the set goals and objectives (Hitt et al., 2016). We are committed to leveraging the best strategies to propel us towards the attraction and retention of a massive client base in the United States of America. We appreciate the fact that high customer satisfaction rates are essential for us to grow and attain the best standards dominated by various and welladvanced players. We have integrated the best strategies to achieve a unique clothing brand among other players in the industry. We know that building a solid brand is an unparalleled key to attaining the best success (Hitt et al., 2016). We are premised that robust differentiation is a must requirement to build a powerful and compelling clothing brand. Section 2 The core objective of our company is to attain a high level of customer satisfaction. We cannot realize this without embracing an outstanding sales and marketing strategy. The price, product, place, and promotion are the key elements effectively fostered to promote our unique brand value. 4 Ps are necessary for us to address the stiff market competition. Customer profiling, conducting customer satisfaction surveys, and the use of artificial intelligence (the concept of big data analytics) form the concrete foundation for a top-ranking marketing strategy. The product refers to well-designed, distributed, and marketed t-shirts to millennials in the United States of America. The uniqueness of our products is aimed at satisfying customers. Concerning this, there will be a prudent use of e-commerce, effective use of social media platforms in sharing the value of our company to clients in the United States of America. Our products are cost-effective, high quality, and designed based on the needs of the clients. In sharing our message to the potential clients, we are guided by what our clients want, the feature, so the low-cost t-shirts meeting the needs of the consumers, the customer experience about our products, and how consumers use our t-shirts, such as during the social events. Smart T-shirts Inc. will also be anchored on the market penetration pricing strategy. We are aware that pricing is an art and science-based on the prevailing market data and carrying out careful calculations before resorting to the right price (Almalki, 2018). In this case, the price is about money and the 3 time and effort towards customer satisfaction. The designed t-shirts will be priced low now that we are new in the highly competitive industry. Our pricing is slightly below that of the competitors, thus, low-cost t-shirts. Our place is the internet where the clients will identify the suitable t-shirts, make orders, pay for them, and our high raking team of distributors will ensure that the products reach them within the right time. Marketing will be done through various digital platforms such as Facebook, Twitter, search engine optimization techniques, and mainstream media, among other critical online avenues (Kitchen & Burgmann, 2015). Our place of t-shirt distribution is guided by the venue of the target customers placing their orders, the technological devices used by our clients in accessing the online stores, and the culture of social media engagement. Notably, promotion is another vital marketing aspect (Kitchen & Burgmann, 2015. The customers will be informed of our products' nature and quality through public relations strategies, direct marketing, social media marketing, mail marketing, and sales promotions, among others. Indeed today's marketing environment has changed significantly; thus, the rationale for resorting to diversified communication platforms. In summary, the following are the relevant marketing strategies to be used in sharing the message of our company to potential clients: extensive use of the social media platforms, creating of video tutorials on the quality of our t-shirts, use of our website to blog our the t-shirts, embracing the concept of search engine optimization techniques, leveraging of the influencers, building a great lead magnet, use of Facebook ads, continuous of LinkedIn, creating an affiliate program, and use of email-marketing sequences (Kitchen & Burgmann, 2015. Section Three (SWOT analysis) The clothing industry is very competitive and highly diversified. The industry is associated with the design, production, and distribution of low-cost t-shirts in the United States of America and other world regions. Below are the company strengths, opportunities, weaknesses, and threats. Strengths Niche market strategy is one of the strengths of our company. We ride on the loyal customer base of the millennials who have an appetite for design products. We enjoy the industry's advanced proprietary knowledge, which places us on a higher rank in the industry. Readily availability of raw materials, the talented workforce, a diversified employee, and the trade connections make us well suited in the industry. Weaknesses We are a new company in the industry dominated by various players. We don't have enough reputation, and this is a disadvantage on our side. We are a new company without a massive customer base, and this is another weakness that we should work on to address the industry challenges and other dark forces. Even though the materials are readily available, a costly labor force is a great challenge on our side. We are entirely focused on dealing with the company's weaknesses to meet the set goals and objectives, establish our brand, and continue remaining relevant. Opportunities Threats We have access to inexpensive but high-quality There is aggressive industry competition in the fabric that can be used for the production of clothing industry. There are well-established t- 4 high-quality t-shirts. We seek to bring a highly skilled workforce onboard in meeting our set goals and objectives. Notably, there is an opportunity for continued expansion of the online sale of t-shirts, chances of developing more stores in the United States, continuous development of the proprietary products, and development of the wholesale distribution relationships. shirt designer brands that make it hard for us to enter the industry. Many clients are accustomed to specific brands; thus, it is a challenge to us. The clothing industry is crippling due to the ravaging economic effects of the Covid-19 pandemic. There are trade barriers caused by the government regulations, such as the minimum wage. We don't have a well-established supply chain network, which is likely to derail our practical product distribution efforts. The above SWOT analysis table is instrumental for the development of reliable marketing strategies. Our company will be able to move beyond the culture of using word-ofmouth referrals but resort to using the best marketing techniques such as search engine optimization techniques. By identifying the characteristics that make us attractive to the marketplace, we develop the best social media, email marketing, and industry influences to reach out to potential clients. Understanding the weaknesses is essential as it paves the way for strengthening the company message to address the stiff market competition. The company's defects will be itemized for us to position ourselves during the marketing campaign activity. We are committed to making strategic decisions as one way of differentiating a low-cost Smart Tshirts Inc. The strategic choices are relevant to the products and the business goals (Kitchen & Burgmann, 2015). Strategic decision-making is meant to help us be the most relevant and attractive clothing brand in the United States of America and the surrounding regions. Strategic decision-making will increase customer loyalty and help us grow from the bottom line. Our hybrid pricing strategy aims to attract a vast clientele base (Kitchen & Burgmann, 2015). We are after varying the price of clothing products from those offered by our competitors. In the process of doing this, we are careful to operate within the price margins. The opportunities above are vital since they indicate that we have a promising future in the highly competitive industry. The opportunities lay the foundation for planning an effective marketing strategy for the company. For example, we will focus on the key areas we intend to improve to realize the business goals. By clear identification of the threats, Smart T-shirts Inc. will scale the use of social media marketing platforms and other online avenues to increase profit-making and displace our competitors. Our sales and marketing strategy reflects the niche market. Our messages will be explicitly tailored towards the identifiable clients in the United States. The branding is guided by the sales and marketing team's expertise, who knows that millennials such as the college, university, and students in other institutions of higher learning want. We are also focused on delivering a unique point of purchase for our clients. We want to give our clients a reliable online platform where they can place orders, pay for them, and deliver the products within not more than 48 hours. We are entirely focused on using the brand mascots as one powerful strategy of brand differentiation. Other branding strategies include but are not limited to heritage and provenance, an unbeatable level of innovation, product and service convenience, and the use of a compelling story to tell clients about our brand's uniqueness. Line, extension, brand extension, and continuous research and development programs are the master key to realizing an indomitable clothing brand. Corporate/family branding is one of bran differentiation strategies explicitly aimed at reaching out to an extensive customer segment. 5 References Almalki, A. (2018). Uber Pricing Strategies and Marketing Communications. Darden Business Publishing. University Virginia. Hitt, M.A., Ireland, R.D. & Hoskisson, R.E. (2016). Strategic Management Concepts and Cases (12th Ed.). Boston, MA: Cengage. ISBN: 9781305502147. Kitchen, P., & Burgmann, I. (2015). Integrated marketing communications: Making it work at a strategic level. Journal of Business Strategy. 36: 34–39. DOI: 10.1108/JBS-05-20140052
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Explanation & Answer

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Running head: TARGET MARKET AND SEGMENTATION

Target Market and Segmentation
Name
Date

1

TARGET MARKET AND SEGMENTATION

2

A market segment is a subset of a market made up of people who have one or more
characteristics that cause them to demand similar products based on the qualities of those
products—for example, price function (Camilleri 2018). As a low-priced apparel company,
these t-shirts are used by virtually all-class people. Customers prefer wearing standard-priced
apparel. Demographic Segmentation: This market segmentation is based on age, gender,
ethnicity, race, income, and education. Demographics can be divided into several target markets
to help a firm effectively target its consumers. The needs of the consumers are categorized into
different categories. Instead of addressing the whole market, a firm focuses on the target market
and the appropriate message best suit for it. Demographic data plays an essential role in research.
From making changes to the launch of new products and services, products' success depends on
demographic elements. Male and female customers tend to have different preferential needs. The
best results are achieved when a company knows the gender that prefers each of their products.
Females are more attracted to the V-neck t-shirts, and it might be strategic to use female models
to showcase this line and style these t-shirts. All the marketing imagery for V-necks may focus
only on this gender. Age is also a distinguishing demographic that helps ...


Anonymous
Just what I needed…Fantastic!

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