Brand suit marketing plan

In 1998, the sales of the groom was only 30 million yuan. However, in the Weifang area, there were also red-collar, Xianxia, ​​and Jelly suit brands. The regional competition was very cruel, and the groom did not dominate the crafts and brands at that time. The whole company and brand are in a state of being separated. After a series of integrated marketing planning operations for the groom's clothing, the groom's brand equity, brand awareness, brand appeal, market foundation, etc. must be greatly improved. At present, the groom has 700 stores inside and outside Shandong Province, XX Annual sales exceeded 200 million yuan, and sales in XX exceeded 300 million yuan. The brand is in the forefront of the catalogue. For how to do a good job in the regional market and enhance the brand work, the benevolent sees benevolence, the wise sees wisdom, through this case to further exchange and integrate with the vast number of colleagues.

Investigation and analysis of Jinan clothing market

Brand survey. In the Jinan market brand status survey, the current national brands Shanshan, Youngor and local brand red collar ranked in the forefront of market sales. Consumers have a higher brand preference for the Shanshan brand. Consumers rarely have brand loyalty, and the market performs better with high brand preference: among them, Shanshan, Youngor, and Red Collar. Some consumers have a certain gap between the ideal brand preference and the actual purchase brand. Jinan consumers generally have poor perception of brand awareness in the province. They are more superstitious in Jiangsu and Zhejiang provinces and imported brands. The groom's suit must talk about consumers' perception of the place of origin.
The groom brand has a certain popularity. These consumers are mostly college, middle-aged and female, and should enter the market to pay attention to the spread of target consumers.
Consumers buy surveys. Many factors affecting consumers' purchase of suits are price, brand preference, comfortable wearing, fashion, style, color and fabric. The price of the consumer to buy a suit is about 1000~1500 yuan, accounting for 60~70% of the purchase population.
Pathway and terminal survey. Jinan City has a large urban area, a large population density, and multiple commercial centers. The channel approach of specialty stores should also consider the issue of channel coverage. In the Jinan market business environment survey, near Ginza, near the People's Shopping Center, near the city Hualian is a good location for grooms suits to establish a specialty store. The store channel operation mode is difficult. The Jinan market sells about 210,000 pieces of suit products annually.
Service survey. The free dry cleaning service is highly accepted, and the Jinan dry cleaning market is not standardized, and consumers are dissatisfied with the opportunity to establish a unique service system in the Jinan market to further lead the service.
Suit trend survey. In 1999~XX, the popular color of suits will be diversified, and it will be more personalized and lived. The popular colors are gray, blue black, earth color and brown. Fabrics are popular with "thin, light, soft, and pretty" full hair and wool. It is expected that in 1999~XX years, it will still be flat, three-button, four-button, non-opening or double-opening suits. Casual suits will be popular, accounting for 3 to 40% of sales. The popular plate type of the suit and the imported European plate are the main ones.

The groom's suit Jinan market competition sowt analysis

Advantages: brand mentions popularity; price competitiveness; product quality brand planning; market network control; customer satisfaction management; free dry cleaning first; other market success experience; serious consideration of consumer issues.
Disadvantages: enterprise scale; brand representation; product renewal, product research and development capabilities; corporate image perception; market share and market position; human resources; information management; brands lack evaluable factors in consumers' minds.
Opportunity: Consumers lack high loyalty to each brand; recognition of free dry cleaning services; service capacity can preempt; sales growth due to inflation; convenience in entering Jinan market; Jinan market population is large; The market has a major impact, and the Jinan market has fully played its role in the entire Shandong market, driving the entire market.
Problem: high competition intensity; competitive price stability; competitive product technology changes; Jinan market has higher sales costs, such as high-cost rental of outdoor advertising, staff salary levels, etc.; channel coverage is difficult, the number of stores is at least 2-3 homes.
Corresponding strategy: strengthen and consolidate market advantages; strengthen management and technological innovation to make up for disadvantages, such as recruiting professionals, strengthening information management, strengthening product research and development capabilities and market marketing control capabilities; using opportunities to enhance brand competitiveness, including product strength, Market power, image and cs system construction, increase sales and market possession, use opportunities to overcome disadvantages; commonplace, standardize marketing management, always maintain crisis awareness, find market problems, standard management and targeted problem solving, will Enterprises have repeatedly turned a blind eye to avoiding difficulties.

About innovation

Groom suit Jinan market brand competition positioning analysis and brand preference analysis: the high-quality advantage of the groom's suit mid-range price, coupled with other advantages such as service, occupy a large market space in the Jinan consumer market. According to the survey, consumers in Jinan market are rarely highly loyal to buy a certain suit brand. In many cases, they choose between several brands with better performance. According to the data, the brands with better performance in the market have a high degree. Brand preference, the premise of brand preference is that consumers have more evaluable factors for the brand. Consumers lack evaluable factors for groom suits and show brand preferences. The following issues need to be addressed: popularity, quality perception, customer satisfaction, market Possession of coverage, corporate image building, and innovation.
The influence of the future groom's suit brand value: the satisfaction of the purchase as the future brand value goal of the groom suit, its realization requires the product basic function, interest segmentation, especially the support of the brand for the consumer's psychological impact, that is to say the value realization is Step by step.
According to the analysis: the competition of modern suit brands gradually shifts from quality competition to brand connotation, individuality and culture competition, no longer the competition of physical quality; modern suit brand competition has the characteristics of timeliness, that is, consumer cognitive products are sometimes effective, Can conform to the trend; the highest embodiment of the brand is a culture, the enterprise must seize the consumer through these, and stand in the market without losing; the life of the clothing is popular, the main line of the 21st century: personality, comfort, environmental protection, multi-function. Suitable areas for application can include: individualized single-volume single-cutting, introduction of new fabrics, color partnership with upstream companies, and development of popular fabrics and multi-functional fabrics such as easy-washing, ironing-free, rain-proof Oil, anti-fouling, anti-static and other fabrics...; the difference between brands of suit branding degree is small, Jinan market consumers are different in terms of occupation, time progress, personality, etc. Therefore, no brand can lead the trend for a long time, no brand has long been in absolute leadership; Jinan market consumers buy a suit price of about 1000-1500 yuan, accounting for 60%-70% of the purchase population; 1999-XX Jinan Market suits tend to be more diversified and will be more personalized and life-oriented; Jinan market casual suits will be popular, accounting for 3-4% of sales...

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Conclusion: The so-called innovation is to combine the actual development of the enterprise, grasp and create the market trend from time to time, maximize the search and meet the needs of consumers, break the routine, focus on the future market development, and start to build the market competitive advantage and create suitable The groom suits his own brand style and product structure system, product price system and so on.

Groom suit product strategy

The core strategy of the product: 532 strategy, that is, the formal suits in the general sense account for 50% of the product structure, the casual suits account for 30% of the product structure, and the single-quantity single-cuts account for 20% of the product structure. Forming a pattern of dressing, leisure, and individuality, and diluting the simple meaning of the "groom".
Support for single-quantity single-crop product strategy: Focus on the development of the future market, establish a “single-quantity single-cut product strategy planning team”; play the role of information system, grasp the market trend, and grasp the product structure change information intelligence information of market leading brands Collecting image information such as style design and fabric color selection of alternative suits at home and abroad, and applying it to the single-piece single-cut design for sale, and applying it to product development; recruiting professional designers to communicate with consumers and develop consumer demand and Products that are willing to buy; policy support for strategy promotion, equipment, technical support; nothing can be done in the world, innovation can survive; not only single-quantity single-product sales, aiming at future market development, creating market differentiation, guiding brand competition A higher level of extension, accumulate brand advantage, win consumer identity and brand preference; single-size single-cut product strategy, the future will become the basis for the groom brand to extend to the high-end suit brand; single-quantity single-cut products still continue the mid-range price Strategy, that is, the price strategy of 500-1200 yuan, additional design fee.

The conception of groom suit service strategy

1. The service strategy of “free dry cleaning” should start from the basics in Jinan. First, there are more than 700 dry cleaners in Jinan market. According to the survey, the dry cleaning industry is mixed, the quality of dry cleaning is poor, and the adverse reactions of consumers are strong. Jinan Consumers Association has recently targeted This issue, specifically set up a washing industry branch, the company can take advantage of this opportunity, and through collaboration with the media, announced the current "Shandong Province suit dry cleaning consumer market survey report" related content, thereby causing consumers to pay attention to the company's service strategy.
2, "free dry cleaning" service as one of the company's market advantages, according to the survey, welcomed by the majority of Jinan consumers, have expressed their acceptance, but consumers also believe that: free dry cleaning if it can improve its convenience, the effect will be better, Therefore: set up a special line "after-sales service phone" in the store; purchase two small vans, as a "free dry cleaning" special service vehicle, in the corresponding area responsible for the dry cleaning service process in the suit from the customer ê store and from the monopoly The operation of the store ê customer's hands; the service car design and the current service identification system design are unified, and can also play a publicity effect; on-site service, should also consider the customer's consideration of security factors, thereby launching "special line service", that is, service When the staff is on the door, they must wear special clothing. After knocking on the customer portal, they must return to the distance of more than 1 meter from the door to provide services to the customers and reassure the customers. The establishment of the service system is the establishment of the service system. Consumer database to achieve the future value of the groom suit, that is, the satisfaction of the purchase, to strengthen the management and processing of information, decision-making, transportation .

Groom suits Jinan market into integrated communication

1. Communication goals and tasks: improve the brand's spread in the target group and mention the popularity; strategy wins, customer satisfaction as the center of product strategy, price strategy, channel terminal management enhancement, service strategy integration, and improve consumers The quality of cognition and the evaluable factors of the brand, cultivate the relationship between the brand and the consumer; stimulate sales with sales promotion and public relations communication; highlight innovation and strengthen the core competitiveness and advantages in the future.
2. Summary of communication tool selection and dissemination content:
· Summary of TV, media and communication content: brand image articles, corporate image feature films.
· Summary of newspapers, media and communication content:
a. One of the series, "Customer Satisfaction", the main contents of the appeal include: 1 highlighting the emotional appeal and creative advertising performance, reflecting the special care for the Jinan consumer groups. 2 The business philosophy is submerged. 3 The groom's suit market has four major advantages in competition. 4 The groom suits the customer satisfaction with the eight promises.
b, the second series of "free dry cleaning first" articles, the main contents of the appeal include: 1 free dry cleaning service content. 2 innovative service strategy.
c. The third series of “Design for You” or “Design for Personality”, the main content of the appeal: 1 single and single load. 2 innovative product strategy.
d, the fourth series of "opening celebration" articles, the main content of the appeal: 1 148 ~ 150 chain stores opened. 2 promotional content.
Note: The above series of advertisements can be considered for the countdown to publish the release form, such as “4 days from the opening of the 148~150 stores of the groom suit”.
In the 2 series of advertisements, a design recruitment notice can be created, which is aimed at professionals in the province's recruitment and marketing, information management, and fashion design.
· Public Relations Action - Elegant Music Party at Quancheng Square. The interest of this party: Quancheng Square is located in the bustling downtown of Jinan City. It is a large entertainment place that people like. Since the square was put into use on October 1, 1999, there have been no events, and the event can be held. The social sensation effect will bring the media's competing reports; consumers are very important to the first concept of the brand. Although the groom suit is positioned at the middle and low price, the effect of public relations will also form a “grade choice” among the target consumers. "The impression; integrated action cut into the market, with strong influence and penetration.

Preliminary conception of the groom's "window project"

The Jinan market does not enter for entry, its task is not just to sell products. The entry of the Jinan market should be a key step in the development of the groom's suit in the 21st century. It has two important missions:
First, the establishment of the marketing center will break through several key obstacles for the groom to become stronger and bigger, including the limitations of market understanding, the limitations of clothing needs and clothing concepts, the limitations of marketing management, talent limitations, and geographical limitations. Planning and supporting limitations. The marketing center has a marketing department, an information center, a design center and other departments to manage products, prices, networks, distributors, sales personnel, terminals, information, etc., and formulate and organize sales plans and expenses for profit. Projects, manpower projects, etc., guide, coordinate, and audit the brand integration marketing communication plan, thereby establishing a stable base market.
Second, continue to cultivate professional talents in output marketing, design, information management, etc., and use them as the backbone to make necessary front-end human resources reserves for expanding the market outside the province. The support of information resources is also for the grooms who are coming out. The basis for accurate timeliness in management and investment decisions..., the groom company must implement this key strategy for the future, including the base market, must go through this key step.