Marketing Planning and Strategy
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This document provides a marketing plan for a custom t-shirt sublimation business called MY T-Clad. The plan outlines the company's mission to offer customized apparel at affordable prices while providing an enjoyable customer experience. It discusses trends in the printing industry, competitors, and the company's strengths in graphic design and printing quality. The marketing strategy will focus on flexibility, cost advantages, delivery options, and customer service. Key objectives are to become the premier custom shirt provider and achieve break-even in 12 months.
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Marketing Planning and Strategy
- 1. Marketing Planning and Strategy Group members PGDM(11-13) •Aditya Singh Chouhan •Anjali Joshi •Barkha Agarwal •Vinod Kumar Chouhan
- 2. Marketing plan Make yourself different
- 3. Product description • MY T-Clad (synonym of Cloth) • custom design a shirt • power of computer sublimation • ultimate form of expression
- 4. Mission • To offer the finest in custom shirt sublimation production • Offer customers the best product at the best price • Uniqueness of each of our Customer • Make the whole creation and customization process an enjoyable, affordable and ultimately fulfilling experience for our Customers.
- 5. Vision • Our vision is to offer our Customers an opportunity to express themselves in their own uniquely creative ways through our apparels, not by being a printing company but by being a print services company • Being transparent in all our dealings
- 7. Current situation and trends • Printing in India • Size and growth rate of overall market (valued at INR 20000 million as per IMAGES-KSA Technopark Survey 2009-10)
- 8. Competitors Performance Review • Impression print services in Jaipur at C- Scheme (exceptional knowledge and collaborations) • Dilsebol.com (web based, door step) • 99 prints (digital printing with inbuilt machinery and technology)
- 9. Key issues • Opportunities (consumer preference ) • Threats (online market place) • Strengths (Enormous catalog of graphic, High quality of sublimation offered) • Weakness (High bank loan )
- 10. Objectives • To become known as the premier custom shirt sublimation service. • Achieve break even within 12 months. • To make available T-Shirts for those who want to be different and unique
- 11. Marketing Strategy • Flexibility in Quantity • Cost Advantage • Flexibility in Delivery • Excellent Doorstep Service • Prints on both light and dark garments • fastest turnaround time • high grade cotton shirts and state-of-the-art sublimation printing materials.
- 12. Action plan • Segmentation (graphics and artistic) • Targeting • Marketing mix - Product and product mix - Price - Place - Promotion
- 13. Projected Profit and loss • Not to extend credit to the customers • Uses just-in-time lowering overhead cost • Financed by debt • Using the power of computer technology, labor costs will be significantly decreased increasing the gross margin • Advertisement expenses
- 14. Controls • Full time managers for controlling the activities at stores and at website • Daily or weekly sales report • Close check on the turnaround time for each order
- 15. Contingency plan • We sell a classic range of clothing and then on any two days of every month we will release a new design, which we will only sell a limited amount of. • Youth events -- Many different events will be sponsored as a means of increasing visibility. These include but are not limited to music festivals and sporting events along with the new genre of extreme sporting events. Expected expenses.
- 16. Thank you