Campaign Pitch for Attic Stores - Essay Example

CAMPAIGN PITCH FOR ATTIC STORES by + CAMPAIGN PITCH FOR ATTIC STORES Attic is a similar store to Heals. It specializes in the sale of leisure/sportswear. This paper is going to outline a six-month campaign pitch that Attics will employ in order to change consumer perceptions and make Attic attractive again to high-street shoppers across the South of England. This campaign pitch is intended to have a stand out publicity stunt and it is intended to be launched in autumn 2015. This paper shall equally outline a properly structured and comprehensive plan as regards to Attic stores’ business of manufacturing and dispensing leisure/sportswear across the South of England. This campaign pitch is designed to work under a strategy known as market-differentiation and through the use of the resources that are available in the Attic stores. The growth of this business as well as the consumer awareness/loyalty will be attained through the use of the resources provided by the three principal partners of Attic stores. The marketing mix to be used by the Attic stores will be centered on the emphasis of the high quality of their products and the fast customer service accorded to the clients by the staff of Attic stores. It is definitely probable that various risks will be involved in this type of a marketing mix. As a solution to this, Attic stores will consider structuring this campaign pitch into four segments. The first segment of this campaign pitch will focus on the instantaneous and responsive business environment accorded to Attic stores. In utilizing the immediate and responsive business environment, the Attic stores shall make use of a campaign slogan to be referred to as ‘fashion mania’. ‘Fashion mania’ can be given wide-meaning showing obsessions that people have for up-to-the-minute clothing and more specifically leisure/sportswear. We shall therefore change our business name to Attic Stores Fashion Mania. As part of our change, we shall encompass various modes for the distribution of our products. That means that we will not rely only on the traditional methodologies that are used by other retail outlets in the distribution of their products. As such, we will employ the use of other methodologies for example mail orders so as to address the clothing needs of our clients who are very busy and do not have free time at their disposal to come personally to the stores (Adcock, 1998). We will also use the internet and the social media like Facebook and blogs sell our products. The use of the social media is particularly important because at this digital era, most of the people have sufficient access to the internet. This is important as we will be able to acquire a wide customer base for our products and help us to outdo our principal competitor, Heels. A store catalogue shall equally be established for the same purpose. Our mission statement is quite clear to our customers. We want to offer our consumers a wide variety of high quality, properly designed and eye-catching clothing at an affordable and realistic price. When we initially opened our stores, our focus was on clothing as well as footwear for sports. As time has gone by over the years, we have been able to understand that there is a fundamental difference between the clothing and footwear for sports. We have therefore decided to differentiate the two in order to lay emphasis on the importance that the sporting sector has in the business market. Most of the stores in the cities have not been able to do this type of differentiation. This is mainly due to the fact that the demarcation between active sportswear and leisureliness sportswear is not absolutely clear among the people (Branssing & Pettit, 2000). This is the reason as to why you can identify people putting on any type of sportswear whether they are attending a sports event or even having a holiday. Despite the fact that the sports clothing industry has not witnessed a magnificent growth over the previous three years, studies indicate that that the industry has a steady growth (Kotler & Armstrong, 1996). Its sales have increased to a percentage of 52 and its total market share is estimated to be 7%. We are equally aware that most of the palpable trends in the 1990s have become more pronounced in today’s world. The youth are quickly being fascinated by fashionable clothing that reflects their perceived or real sophisticated lives. It is for this very reason that our campaign pitch has to be one that targets a wide-variety of markets and taking care of the needs of each. We have noticed over the years that the youth would be more than willing and desirous to put on an active sportswear whether or not they are participating in sports. The older people are also increasing embracing sportswear meant for outdoor activities in a bid to engaging in sports and keeping healthy (McDonald, 1984). The sportswear has a very high potential for growth and it is for this reason that we need to differentiate both our products as well as our prices in order to attain our target market. We can employ the use of another campaign slogan such as ‘be sporty…be healthy’. This will increase the curiosity of our consumers who will throng into our stores to buy these products that will supposedly keep them healthy. It is common knowledge that people want to live longer and healthy in this world. A promise of good healthy by buying sportswear and engaging in sports will definitely catch the attention of the consumers. The following is a SWOT analysis for our store. This will help our clients to choose us over our chief competitor, Heels. The analysis will offers our esteemed customers our stores’ strengths and weaknesses and how these relate to the threats and opportunities presented to us by various external factors. First and foremost, we are considering a variety of distribution methodologies to our products as we have earlier stated. Among these methodologies is the delivery of our products to our consumers’ doorsteps. This is our main strength. Studies indicate that home-delivery of products across South of England has risen over the years as the consumers are able to obtain the products that they need through the use of the credit system which happens to be convenient for most customers (Thomas, 1989). We are equally launching the sale of our products via the internet. All of us know that in England, at least a third of the population have an appropriate access to the social media and the use of the internet. Due to this accessibility, the use of the social media as well as the internet offers a perfect medium for reaching a wide range of customers in a very short span of time. We equally have a website for our Attic stores in which our customers can sample the variety of products that we offer before making a decision of which ones to buy. This will make them have an informed choice as well as save time when doing their shopping. The other strength that we have is the use of our campaign slogan ‘Fashion Mania’ and subsequently the change of our business name to Attic Stores Fashion Mania. This enables us to acquire the youth target market as well as other busy people who find it extremely challenging to visit shops in order to shop. They are also present with a myriad of clothing choices from which to choose from. We are also ideal and convenient for our variety of consumers as we work twenty four hours seven days a week. This means that the consumers can easily reach us any time that they wish to and we will be there ready to help them with their shopping needs. Our chief weakness is the prices. Since we offer both high streets shopping as well as home shopping, our prices tend to be slightly higher than those of our competitors. Nonetheless, we still have the reputation of selling quality products at fairly reasonable prices. This can help to cover up for our weakness. Our principal weakness is compounded by the fact that we fix our catalogue prices prior to their release and they are usually designed for a specific period either the period characterized by spring/summer or the period characterized by autumn/winter. Since we issue the said catalogues in advance, this can be quite challenging. However, since we encompass both a high street shop and a home shop, we can effectively meet these challenges and increase our profitability. We can equally beat this challenge by the use of our internet strategies. We are also focused on only one brand of clothing which is the sports clothing. This helps us to put our full determination and resources into this venture to ensure that it succeeds. Success means that we will get good returns and at the same time increase our reputation and the profitability of our business. The social media and internet platforms will give us a perfect avenue to use few resources in the advertising while at the same time gaining more in terms of the revenue that we will be collecting from our business. Our Attic shop faces a myriad of threats. The first one is that there are a myriad of novel entrants into the ports clothing market. This offers external competition and it is important that we develop mechanisms for dealing with it. The differentiation of our products as well as our prices is the only sure methodology in which we will be able to keep up with this external competition. The second and emerging threat that we are facing is that of the foreign market. The foreign market is increasing expanding its territories and it is now in South of England. We need to therefore act fast and come up with strategies and will help us deal with the foreign market threat. It is also notable that nowadays the consumers that we have do not spend a lot on clothing. The impulse purchasing that used to happen previously does no longer exist. To make the customers do impulse purchases and spend more, our campaign slogan of “go sporty…go healthy” will come in handy. This is as I have mentioned earlier that most consumers are concerned more about their health than anything else. If there is a way to make them believe that Attic stores will not only give them the required gear to use in keeping healthy but also teach them how to use it, then we will achieve our target market and customer loyalty. The fact that most of our competitors do not have their own websites for the companies will also be an advantage for us. This is because we will be able to benefit from the market that we will get online and therefore beat our competitors by taking more clients. This means that at no one time will we be left lagging behind. That accounts as both an opportunity as well as strength for our store. In order to achieve our objectives, we shall make use of other tactics. First of all, we will be specific in the types of products that we offer. As indicated earlier, our major focus is on the sports clothing industry. With this, our customers will know that the only types of products that we sell are the sports clothing. They can then be assured that they will get all their sports shopping requirements at one stop. We can use the tag “one shop for all your sportswear” in order to increase the awareness of our consumers that they can get all these products with just one stop. The consumers will also have a feeling that this is a convenient store as all their needs are met at once. They will not need to move from one store to another to get the products that they require. Secondly, the consumers of our products can be assured that the products that they will be obtaining will match up to the prices that they have paid. Our store lays emphasis on quality and no customer will want to compromise on the quality of the products that they sell. I have also mentioned earlier that our prices are reasonable. With the use of all these methodologies that I have explained above, I am sure that we will attract more customers to our stores. References and Bibliography Adcock, D. (1998). Marketing principles and practice. London: Pitman publishing Branssing, F. & Pettit, S. (2000). The principles of marketing. London: Pitman Publishing Kotler, P. & Armstrong, G. (1996). The principles of marketing. London: Prentice Hall McDonald, M. (1984). Marketing plans: How to prepare and use them. London: Butterworth & Heinemann. Thomas, M. J. (1989). Marketing handbook. London: Gower Publishing Company. Read More