Wk 5 Marketing and Operations - Assignment Example

The Five F’s Keeping the Five F’s in mind, describe the message you are trying to convey to s about your product or service.Functions; Spanx shorts reduce the rough grip on the body, reduce visibility of excess skin, give a sexy & sporty figure to the body, are comfortable and supportive to the body, convey a slimmer look and require no muffin tops. Ultimately the Spanx shorts increase self confidence.Finances; Spanx shorts are long lasting, resistant to wear & tear and are available at pocked friendly prices.

Freedom; we have numerous stores in New York City, new jersey, Connecticut and plan to expand even more. One can visit our stores and purchase, make a phone call and place an order from a convenient store or remotely make orders on our online customer portal.Feelings; Spanx shorts boost self confidence by reducing visibility of excess skin, reducing grip on the body giving comfort, a sex/sporty look, supporting the body and conveying a slimmer look. Moreover, our sales persons are readily available to make deliveries and assist with any product issues.

Future; we make follow up to ensure customers are satisfied with their orders, replace if the customer is not satisfied, give after sales service for three months and a one year warranty.Which of these messages is the most important in motivating your target market to purchase? The message on functions is the most important to our target market.How will you express this message to your customer in the areas listed below?Business Name: CassWear offers the Spanx short which meets the needs of a modern sporty and stylish woman.

Slogan: Empowering women through fashion, comfy, and convenience.Key Words in Marketing Material: Sexy, Sporty, Slimmer body shape, Confidence, Support and Comfort.Product Design: carefully designed through a combination of technologies to give multiple elements of sport, style, fashion and comfort to the modern woman.Logo: three young adult women in shorts; one running, one on the tennis court and the other with a tennis ball.Web design: the website contains photos of women playing tennis, golf, running and others partying and holiday making.

Blog language and Design: use of key marketing works such as supports the body, comforts, gives a sexy, sporty and slimmer look and boosts self confidence in women. The design involves different colors fancied by women, fashions and also uses the language of sport, fashion and style.Choice of Social Networking Sites: social media popular the young adults such as twitter, facebook, LinkedIn and instagram are chosen to drive awareness.Other Graphic Images/Design: Sports events.Packaging: packed in a nice, hard and transparent paper for the customer to see what is inside.

Décor: lovely colors, images of sports, young & adult women on parties/holidays and learning institutions.Style of Clothing Worn by Employees: Our employees dress smart casual and on Fridays all are encouraged to dress descent Spanx Shorts.Merchandising/Displays/Presentation Material: our brochures, posters and bill boards showcase women in Spanx shorts and outline the key functional benefits of the product.Marketing Vehicles.VEHICLESPECIFICSFREEQUENCYCOST PER YEARProfessional AssistanceMarketing/PR ConsultantsWe contract the services of Marketing Eye New York.

Once in two years$ 1500Advertising AgenciesBlue Fountain MediaOnce every year$ 2,000Social Media SpecialistsPCG Digital MarketingOnce offSEO SpecialistPCG Digital MarketingOnce off$ 5,00Graphic/Web DesignPCG Digital MediaYearly$1,000Brochures/Leaflets/FliersProduced internallyUsed throughout the year.Signs/BillboardsBillboards in major locations and signs on every outletOnce per year$ 5,000Merchandising DisplaysFree merchandises given to customers who visit our outlets.Every end months$ 1,000Sampling/PremiumsWe issue coupons for discounted products on quarterly basis.

Once every quarter$5,000Media AdvertisingPrint (newspaper, etc.)Ads in major news papers and magazines every December. Once every year$ 3,000Television and radioCampaigns on TV and Radio every quarterEvery quarter$ 7,000OnlinePaid ads on different websitesDuring major sports events and festive seasons.$ 1,000Other mediaPhone DirectoriesCalls to customers to obtain feedback and advice on product features.Every month$ 1000Advertising SpecialtiesCalendars, and desk sets issued to customers every first quarter of the yearOnce per year$900Direct MailDirect emails to customer lists informing on improvements and available offers.

Every quarter$ 5000WebsiteDevelopment/programmingDeveloped by FatCowOnce off$10, 000Maintenance and HostingMaintained throughout the yearContinuous$ 2,000Trade showsFees and SetupAt least four trade fairsFour trade fairs$ 400Travel/shipping$ 1000Exhibits$ 600Public Relations Activities/MaterialsFree news items in all broadcast mediaEvery quarter$ 1000Informal Marketing/NetworkingMemberships/MeetingsMemberships and other meetings with stakeholder every end of year.Once$ 1,400EntertainmentOtherTotal.

Online Marketing Tactics.Website: how will your website promote your products or services or add credibility to your business? The website is developed with the target market in mind and thus has the features that attract the targeted audience. We will continuously maintain and update the site in order to for it to have current information at any time. Customers will be able to make orders online, sign up for updates on products, listen to or stream our videos, chat with us live and access our micro blogs.

What are the primary objectives of your website in marketing and, selling your products and services? Main objectives are to drive traffic, collect customer feedback, avail product information to customers, give real time solutions to customer enquiries, and collate customer contact details and ultimately to communicate.SEO/SEM: Will you drive traffic to your website using either unpaid/paid search engine marketing? If so, how? We will use SEO and SEM to grow traffic through graphic displays, mobile device marketing and integrating social media.

We will grow sales through sales generation and nurturing of the leads and optimization of conversations. SEO and SEM will also be used to generate results and analyze and evaluate results.Email Newsletters: Will you create an email newsletter to connect with your customer and prospects? YesWhat type of content will you include? How often will you send the newsletter out? How will you build your mailing list?The newsletter will contain such as appreciation to the customer as a business partner, explanation of the companies mission and values that are behind our products.

Customers will also be given opportunity to know the persons behind the products and also request for their feedback on products. We will send the newsletters every time we have launched a new product and at the end of quarters just to engage customers and get suggestions for improvement. The mailing list will be built by software that collects data of all customers who visit the website and also from follow-up activities after purchases.Social Media: Will you use social media such as micro-blogging sites and social networking sites to spread the word about your products and services, and engage customers and prospects?

We will use social media to engage customers and increase product & brand awareness. Micro blogs, twitter, facebook, LinkedIn, online chatting and other popular social sites like Instagram will be used.Other online advertising: will you use paid advertising on other websites or portals? If so which ones?Yes, Google, LinkedIn and many others.Other online tactics: will you use other online vehicles such as podcasts, video, or review sites? If so how will you use them? Podcasts including files, video presentations will be available for download by customers visiting our site and we shall have review site for posting product features, new entrances as well as content on trending topics in the fashion industry.

Start-Up Costs.COSTFacilitiesLand$ 250,000Building Purchase$ 100,000Initial Rentper year $ 50,000 Deposits (Security/Utilities/Etc.)$ 10,000Improvements/Remodeling$ 100,000otherOtherEquipmentFurniture$ 10,000Production Machines/Equipment$ 20,000Computers/Software$ 7,000Cash Registers$ 1,000Telephones/Telecommunications$2,000Vehicles$ 30,000OtherOtherMaterials/SuppliesOffice Supplies$ 3,000Stationery/Business Cards$ 2,000Brochures/Pamphlets, Other Descriptive Material$ 1,000OtherOtherFees and Other CostsLicenses/Permits$ 500Trade or Professional Memberships$ 2,000 Attorneys$ 5,000Accountants$ 5,000Insurance$ 5,000Marketing/Management Consultants$ 4,000Design/Technical Consultants$ 3,000Advertising/Promotional Activities$ 3,000OtherTOTAL