SassyBB Marketing Plan

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Fashion MarketingFAS 223
American Intercontinental University Professor
Kerry Szymanski, MBA November 24 , 2004
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Agenda

• Review Chapter 8
• Review Mid-term exam
• Marketing Plan

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Chapter 8

• What are the different definitions for the term
  market?

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Chapter 8

• Name 3 market centers
• What is a mart?

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Chapter 8

• What happens during Market Week?

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Chapter 8

• Review schedule of trade shows
• What are the major cities for market?

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Chapter 8

• What is the difference between corporate selling
  and a sales rep?
• What are the advantages and disadvantages of a
  corporate showroom v. a multi-line sales
  representative?

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Chapter 8

• Name some of the job functions of a sales
  representative.
• What other job is beneficial to understand before
  becoming a sales representative?

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Chapter 8

• What are some reasons why orders get canceled?

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Chapter 8

• List some of the factors in the Terms of Sale

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Chapter 8

• What is the difference between an
  Open-Distribution policy and a Selected-Distributi
  on policy?

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Chapter 8

• What are some of the ways to market apparel
  products internationally?

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Chapter 8

• Name some forms of sales promotion strategies.
• Define co-op advertising

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Chapter 8

• Find an apparel company on the internet and
  determine if they are marketing to a retailer,
  consumer or both?

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Parts of the Marketing Plan

• Business Concept 1-2 pages
• Target Market 1-5 pages contingent upon the of
  target consumers
• Market Potential 1-3 pages
• Competition 1-4 pages
• Product 1-4 pages
• Pricing 1/2 1 page
• Place 1-5 pages contingent upon the number of
  channels)
• Promotion 1 5 pages contingent upon the of
  advertising/promotional venues)

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Websites for research

• Demographic info www.americandemographics.com
• Market Potential
• US Census bureau
• Competition
• www.hoovers.com and general shopping sites
• Promotion
• www.adage.com
• www.thedma.org

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Marketing Plan - Addendum

• Additional info could include
• SWOT Analysis
• Research
• Photos of your products
• Marketing Calendar
• None of these items are mandatory for this
  project. Just an FYI for your future use.

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Homework

• Read Chapter 13
• Complete the product, price, place and promotion
  section of your marketing plan. This assignment
  will be turned in on Weds, Dec 1