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Marketing Plan

Marketing Plan. Part II . Customer, Conditions, & Competitor Analysis . Image. Replay aims to be seen as a boutique retail store for the frugal and green conscience family consumer. Target Market. Families, specifically moms, with young children. Pregnant women. Frugal shoppers.

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Marketing Plan

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  1. Marketing Plan Part II. Customer, Conditions, & Competitor Analysis

  2. Image Replay aims to be seen as a boutique retail store for the frugal and green conscience family consumer

  3. Target Market • Families, specifically moms, with young children • Pregnant women • Frugalshoppers • Corvallisresidents

  4. Why Replay? • High Quality Products • Name Brands • Economic Benefit • Recycling • Family Centered

  5. Product Breakdown * Main focus is children’s clothes which account for 70% of inventory and sales * 20% of inventory is maternity clothes, but these are harder to sell - women are pickier - no suitable dressing room * Kid’s furniture, toys, and books is remaining 10%, but space is an issue

  6. Informational Sources Pregnancy Classes Magazines Mailings School Circles Parenting Classes Internet PTAs Flyers Billboards

  7. Demographic Conditions Corvallis: * Average family size: 2.91 members * 5% of the pop under 5 years of age * 27% of households have children under 18 * 4.6% are single moms w/ children under 18 * 41.2% of households earned $50,000/yr or less * 27.3% earned $35,000yr or less * It is estimated that 11% of households in Corvallis fit in Replay’s target market

  8. Economic Conditions * Recession provides opportunity for secondhand store * Families are looking to enact cost saving measures, especially on kids’ clothes which can be seen as short-term purchases * Families can also make money consigning clothes, which encourages repeat visits

  9. Social Conditions * Social stigma of “secondhand” • Especially detrimental for • children’s clothing since it’s • so often given as gifts * Inventory must stay current and be “in season” or it may be considered obsolete

  10. Regulatory Conditions * Clothes and toys must comply with Federal and State regulations * Replay is connected with website that gives email updates on recalled products * www.cpsc.gov is comprehensive site for product safety

  11. Technological Conditions * As technology improves, so does the opportunity for marketing and networking - e.g. social networking is becoming a popular way for families to share pictures of kids * Computerizes inventory system makes tracking consignments easier (but only once products are in the system)

  12. Supplier vs. Buyer Power * As a buyer, Replay holds most of the power - decide which products to accept - sets prices * As suppliers, consignees have limited donations and compete with other donators

  13. Competitors * Goodwill, other secondhand stores * Target, Fred Meyer, and department retail stores * Online venues such as Craigslist * Mother Goose and Jack & Jill’s – both in Albany

  14. Competitors * However, Replay doesn’t see any of these places as true competition: - Goodwill is too unorganized and lesser quality - Retail stores offer new clothes which are not direct substitutes - Replay doesn’t have enough online presence to be competitive • Albany stores, like Replay, are too small to worry about being • rivals. Instead they help each other out: •  e.g. Mother Goose and Replay coordinate on trying to • solve inventory intake problems

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