Business Administration Project - Hip Design

Domeniu: Economie

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Publicat de: Nechifor Dumitru

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CONTENTS 2
1. MARKETING AND IT’S ENVIRONMENT - APOSTOL SORIN 4
1.1 COMPANY AND ITS DESCRIPTION 4
1.2 SITUATION ANALYSIS 4
1.3 MARKET SUMMARY 5
1.4 MARKETING PLAN 5
1.5 MARKET DEMOGRAPHICS 5
1.6 TARGET MARKET 5
1.7 MARKETING MIX 6
1.8 MARKET NEEDS 6
1.9 MARKET GROWTH 6
1.10 OPPORTUNITY 6
1.11 THREATS 7
1.12 STRATEGIC FOCUS AND PLAN 7
1.13 POSITIONING 7
1.14 SOCIAL RESPONSIBILITY 8
2. THE COMPANY AND ITS CUSTOMERS - CERNATESCU MARA 9
2.1 BUYER BEHAVIOR AND TARGET MARKET SELECTION 9
2.2 CONSUMER BUYING BEHAVIOR 9
2.3 ORGANIZATIONAL MARKETS AND BUYING BEHAVIOR 10
2.4 TARGET MARKETS: SEGMENTATION AND EVALUATION 11
3. THE COMPANY AND ITS PRODUCTS - ANGHEL CLAUDIA 12
3.1 INTRODUCTION 12
3.2 PRODUCT DEVELOPMENT 12
3.2.1 Idea generation 12
3.2.2 Screening 12
3.2.2.1 Reviewing ideas 12
3.2.2.2 Choosing printing methods and fabrics 13
3.2.2.3 Choosing designs 13
3.3 BETA TESTING 14
3.4 PRODUCTION 15
3.4.1 Product Characteristics 15
3.4.2 Cutting and sizes 15
3.4.3 Packaging 15
3.4.4 Hangtags 15
3.4.5 Production Process 15
3.5 TEST MARKETING 17
3.6 PRODUCT BRANDING 17
3.7 PRODUCT LIFE CYCLE 18
3.7.1 Predicted Product Life Cycle 18
3.7.2 Product Elimination 18
4. PRICING - FATEH YAZAN 19
4.1 INTRODUCTION 19
4.2 PRICE OF THE PRODUCT DURING THE PRODUCT LIFECYCLE 19
4.3 PRICES 20
4.3.1 Custom Design Art Charges 20
4.3.2 Printed T-Shirts Delivery 20
4.3.3 Custom T-shirt Screens 20
4.3.4 Printed T-Shirts Quantity 21
4.3.5 Custom Printed T-shirt Types & Colors 21
5. DISTRIBUTION - POPESCU MIRCEA 22
5.1 GENERAL ITEMS 22
5.2 TRANSPORTATION 22
5.3 STORAGE 23
5.4 RECEPTIONS 24
5.5 DELIVERIES 24
5.6 INTERNAL HANDLINGS 25
6. PROMOTION - GARBASEVSCHI OANA 26
6.1 INTRODUCTION 26
6.2 BRANDING 26
6.2.1 Image vs. Identity 26
6.2.2 Building the brand 26
6.2.3 Objectives 27
6.3 PROMOTIONAL TACTICS 27
6.3.1 Advertising and Publicity 27
6.3.1.1 Online advertising 27
6.3.1.2 Printed press 28
6.3.1.3 News release 29
6.4 SALES PROMOTION 29
6.4.1 Promotional Activities 29
6.4.2 Marketing Collateral 29
6.5 PROJECTED COSTS 30
6.6 MONITORING THE PROMOTIONAL PLAN 30
7. CONCLUSIONS 31
8. ATTACHEMENTS - CERNATESCU MARA 32
ATTACHMENT 1. SURVEY QUESTIONS AND CONCLUSIONS 32
9. REFERENCES 34

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1. MARKETING AND IT’S ENVIRONMENT

1.1 Company and its description

Hip Design was started this year by a group of 6 people, each one of them bound to produce and distribute a quality piece of merchandise. Since we have not yet been introduced to the local market, we will start at ground zero, Bucharest, and from here on, only the future knows where we will expand to.

1.2 Situation Analysis

Marketing is the process of creating, distributing, promoting and pricing goods, services and ideas to facilitate satisfying exchange relationships in a dynamic environment.

The general market is always in need of a good T-shirt. The main problem is that good t-shirts are either hard to find, or very expensive.

After 20 years since we have opened our borders and our minds to the western influences , our country has come a long way, and so has its market. We have developed a sense of taste and quality, so today’s citizen knows very well what he wants. And the same thing goes for a T-shirt. If we look around we will see all sorts of firms, each one of them trying to spread as much as possible on the clothes market, but this attempt to satisfy as many clients as possible, is undoubtedly leaving much more customers is the very unpleasant situation of having to choose from a small number of articles. That’s why the guideline under which we are making our products, is to have the client choose from an excessively large range of models.

Another problem, of same magnitude that many buyers have complained about is the lack of quality in the products. Since we are speaking of T-shirts, the typical T-shirt buyer will always look at the material from which is made, and the thickness. As a lesser criteria, the stitching is very well taken into consideration. The disappointment of the typical client is that since he has nothing good to choose from he is forced either to give much more money on a quality product, or he will have to choose from a lesser evil: either a thinner T-Shirt, or a synthetic one. The idea that has risen from these unsatisfactions is that, if a company where to emerge on the market with well made t-shirts, and an appealing design, it would be a sellout.

Being established that the market is open to such a product, we should focus on the marketing strategy.

1.3 Market Summary

Hip Design possesses good information about the market and knows a great deal about the common attributes of our most sought after customers. Hip Design will leverage this information to better understand their specific needs, and tastes and how Hip Design can better reach with them.

1.4 Marketing Plan

The marketing plan will consist of a mix between a proactive and a reactive approach. We will take our products to the big businesses presenting our merchandise as the latest trend that it is, and we will use media, internet and promotions to ensure the publicity that it deserves. Since the market is cruel to those that are aware of the changes, we will conduct periodic surveys to ensure that our t-shirts are considered to be one of the first choice our customers will go for.

1.5 Market Demographics

The profile for Hip Design customer consists of the following geographic and demographic factors:

Geographic

- Our immediate geographic targets are the cities of Bucharest, Timisoara, Iasi, Constanta and Pitesti with a summed population of 4.2 million.

- A 625 km2 geographic area is in need of our services.

- The total targeted population is estimated at 220.000.

Demographics

- Male and female.

- Ages 14-32, this is the segment that makes up 40% of the market in the cities stated above.

- Students or fresh graduates.

- Sport lovers.

- Rock/Hip-hop music lovers.

- An monthly income/allowance of at least 300 Ron

- Buy at least 2 t-shirts per month.

- Are cognizant about the fashion trends.

1.6 Target market

The target of our products will be the categories of people of the first and second age to which lively and nonconformist patterns and designs appeal. For them we have designed a marketing mix which best suits them.

1.7 Marketing Mix

- The products will mostly be black, but with abstract art that comes as a novelty in the teen ranks.

- The distribution will mostly be done in the urban area where people are known to be less conservative than in the rural areas.