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This marketing plan has been prepared for the industry partner Target Australia in response to the
to dress up their children. The purpose of this marketing plan is to communicate the overall marketing strategy for the Spring occasion range and
provide recommendations and the necessary action required to implement the strategies. The current market indicates the childrens wear market is
experiencing growth, primarily driven by an increase in the younger demographic and the target market is increasingly engaged and connected on
digital and mobile devices through social media. The recommendations provided are in consideration to addressing the issues identified with respect to
the marketing mix. The collection will be named Garden Adventure and is a 24-piece collection (for girls and boys) that draws inspiration from French
chateaus and its geometrical gardens, as well as a hint of the surrealism art movement through the combination of playful prints and patterns.
A key finding is the opportunity exists for Target to tap into a more fashionable and trend-driven product offering as there is an increased demand for
trendy and fun childrenswear and therefore it has been recommended to introduce a new sub-brand named Target Kids Co. to position the sub-brand
as a higher end of the market and addressing its better and best segments. To support the launch of the collection, an integrated marketing
communications campaign will be implemented to promote the range and generating awareness through advertising through both traditional and
online channels drive sales through and sales promotions and is budgeted to cost $398,760 to implement. Target will purchase approximately 4.2 million
across its 300 stores nationwide for the six-month period and the collection will be available at all Target stores with only the top stores stocking the full
was to develop a Spring Dressing childrenswear range for children aged between 2 to 7 years old. The purpose of the report is to communicate the
overall marketing strategy for the Spring childrenswear range and provide recommendations and the necessary action required to implement the
strategies. The main objective is to answer the brief by developing and selling the range in Target stores and achieve the financial and marketing
objectives.
Prior to this marketing plan, both primary and secondary research has been conducted. This comprised of a situational analysis of the current market
Target is operating in. In addition, market research has been performed through collecting data from 250 questionnaires developed with the aim to gain
insights into the mindset of the target market to gain an understanding of their wants and needs. The scope of the report will involve an overview of the
current marketing situation of the internal and external marketing environments, a SWOT analysis to examine the Target brand and its childrenswear
product category, financial and marketing objectives, recommendations for marketing strategies and a buying plan and promotional budget.
Based on the data collected, it should be noted that there are some limitations in the report that need to be taken into consideration when
implementing the proposed strategies. A major limitation is there was no information collected about the target markets lifestyle and interests from the
primary data. Therefore, some assumptions will be made based on existing secondary research.
The primary buyers for Target childrens wear is Australian mothers aged between 35 to 49 years old who come together to purchase quality products at
affordable purchase items for family members as gifts. Secondary buyers include fathers and grandparents.
DEMOGRAPHIC PROFILE
Currently, the demographic characteristic of the Australian mother is 37 years old and lives in local suburban areas (Smail 2013). According to the
Australian Bureau of Statistics, the employment of an Australian mother who has a child under 5 years old; 65 per cent of employed mothers worked part
time and it has decreased to 55 per cent when the youngest child was aged 6-14 years (Australian Bureau of Statistics 2013).
PSYCHOGRAPHIC PROFILE
A survey conducted by MumsNow found that 99% of Australian mothers have a Facebook account with 50% spend between 1 to 3 hours a day (Drivers
Web Design 2013). This data suggests that the target market is constantly engaged and connected on social media. Furthermore, Australian mothers are
identified to be accessible to other social media websites other than Facebook such as Pinterest (43%) and Instagram (26%) (Edison Research 2015). In
addition to that, Australian mothers are found to be connected on the internet about 8 hours a day (Cannon 2016) and mothers are now connected to
social media platforms and use them to seek advice on their purchase decisions. This is also confirmed with a study on smartphone habits by Roy
catalogues compared to average smartphone users (Roy Morgan 2015). Australian mothers are deeply influenced by word-of-mouth recommendations
from mothers groups and communities and has fast become a major influence in mothers buying habits. The study suggests that mothers primary
source of sharing information used to be face-to-face at mums groups or playgroups but now virtual communities are growing in popularity. This
suggests that for Targets target customer, recommendations from other mothers can be powerful than any other structured promotion (Collier 2016).
According to the survey conducted in our market research, it was found the majority of the target market normally shop for childrenswear through
physical stores. Therefore, while our research suggests that the target market is constantly connected to the internet, they prefer to make their purchases
in-store, suggesting the challenge for Target is how the company can use social media to drive sales by making them come in-store. Additionally, the
survey identified the target markets main reason for purchasing childrenswear was to:
The second most popular response indicates the target market enjoys dressing up their children, presenting a potential opportunity for Target to tap
POSITIONING
A positioning map is used to visually see how customers perceive brands. Shown below is a perceptual map showing where Target sits in the market
relative to its competitors. As illustrated in the map, Target is positioned towards the left and in the middle, depicting that Target is currently viewed as a
retailer that offers good quality and affordable childrens clothing. Two other brands that are positioned near at the top of the Target brand are Cotton
3.1 BRAND
Strengths Weaknesses
Iconic Australian department store known for fashion In-store layout and display is messy and inconsistent
Opportunities Threats
Introduction of innovative retail technologies Increasing competition from domestic and global players
Increase store traffic through digital marketing due to price wars and economies of scale
External Origin strategies Changes in government policies --- increase of GST to 15%
Opportunity to establish Target at a higher position in Customers reluctant to spend (deflation) and becoming
the market --- potential new target market desensitized to sales
Weaknesses Opportunities
Target will aim to purchase $4.2 million for the Spring 17 Occasion Dressing collection.
Objective 1. Product Target will launch a childrens Spring occasion dressing range in
September 2017.
Objective 2. Price Target will introduce a new price-point for its occasion range in
September 2017.
Objective 3. Promotion Target will launch an integrated marketing communications campaign for
Objective 4. Place Target will launch the new collection in all stores and on the e-commerce
store.