Company Background
ImHisPriority is a small line of clothes for females who understand themselves regarding fashion. The printed statement from the T-shirt firmly announces to the public that God values the clients and cares for them (ImHisPriority®, 2023). Besides, for this organization to grow, it must have a marketing plan. S
carborough and Cornwall (2015) back up that “A marketing plan focuses a company’s attention on the customer and recognizes that satisfying the customer is the foundation of every business” (p. 275). The statement denotes that businesses should prioritize the clients in all their activities, thus developing a compelling value proposition and an efficient, cost-effective marketing strategy that will assist them in achieving their business goals. Scarborough and Cornwall (2015) add that “a marketing plan identifies a company’s target customers and describes how it will attract and keep them” (p. 274). This marketing plan for the brand (Im His Priority) will entail four key parts: a one-year advertising budget and plan, marketing mix, research strategies, and the targeted market audience.
Target Market: Their Wants and Needs Research
ImHisPriority primarily aims at women and girls who desire to express their faith and individuality through fashion. The business is intended to serve all age groups, emphasizing Christian communities who recognize God and could be willing to buy online (ImHisPriority®, 2023). The company’s site is not intended for minors; they do not wish to have their personal information. The company encourages parents or guardians who suspect their children have shared personal information with the company to request deletion, since the company does not target minors.
The company will use different methods to determine the customers’ needs and wants. Sofi et al. (2020) support that “Improved organizational performances can be witnessed only when the organization determines, understands, and satisfies the various needs of the customers” (p 6). This suggests that a corporation’s success relies on its ability to identify and meet customer needs. Due to this, the business will establish a customer-centric culture, making the firm more outstanding than its competitors, thus making more sales and profit.
Other approaches the company will adopt are competitor analysis, monitoring social media, and conducting online surveys from viewers. Regarding the survey, the firm will provide questionnaire forms online for the (potential) clients to fill out. The columns in the form will include preferences in terms of T-shirt color, size, font size, font color mixture, and design. Nevertheless, social media monitoring will emphasize tracing the most trending T-shirt designs.
In addition, the company will post some of its samples and follow the feedback and comments from the viewers. ImHisPriority will retain the positive comments and rectify the critiques from the viewers to ensure the best quality is released to the market. The last strategy will be on competitors’ analysis, where the company will focus on the market’s weaknesses, gaps, or complaints. The company will offer customized designing, printing, and eco-friendly printing services, such as water-based inks.
Marketing Mix
The marketing mix is the blend of Placement, Product, Promotion, and price tactics that a business applies to effectively target its desired market and attain its marketing objectives. Dally et al. (2021) confirm that marketing mix is the key “to open all the gates of success” (p 242). This shows that the marketing mix is a potent instrument that can aid organizations in their marketing efforts. Starting with the product, the organization will produce high-quality T-shirt materials with customized services in terms of font color and sizes. The writings on the T-shirts will remind them of God’s love.
Next is the pricing method; the firm will establish competitive prices in the market by considering the production cost to ensure proper pricing. ImHisPriority will similarly consider competitors’ prices and the targeted audience’s purchasing capacity while protecting a sustainable profit margin. Promotion is another key marketing mix that the firm will consider. This element is essential since it will be the point of contact between the company and its audience. In the marketing mix, ImHisPriority will borrow from the top companies in marketing.
Dai et al. (2021) elaborate that, compared to Coca-Cola, the Pepsi brand may have done a better advertising job. Zhou expounds that (2020) Pepsi typically hires the music entertainer Beyoncé Knowles to conduct full-calorie Pepsi promotions and Selena Gomez to post the product on Instagram. Therefore, ImHisPriority will also use celebrities’ endorsement, partnership, collaboration, and social media adverts. On the placement factor, the company will embrace its already created website as the key channel for sales. Moreover, the company will collaborate with well-established Christian organizations, online sellers, and boutiques.
One-Year Advertising Budget
First, the firm will have digital advertisement: the company will have two divisions: advertising through social media and influencers. The company will set aside $10,000 for social media for Instagram, YouTube, and Facebook adverts. On the other hand, for influencers, the company will allocate $20,000 to reward Christian institutions that market ImHisPriority in their adverts. Second, the company will maximize publicity: this will involve announcing offers and discounts on Television, Radio Stations, and YouTube channels.
The company will budget $40,000 for periodical ads on radio and television; this will be crucial since even people with disabilities will be able to understand the ads. For YouTube channels, $10,000 will be allocated for video production, especially client testimonies and product displays. ImHisPriority will not forget partnerships (sponsorships), which will entail sponsoring female-empowering groups and Christian missions at a budget of $50,000. The partnership will equally include the competitors willing to cooperate with ImHisPriority.
References
Dai, Y. (2021). Comparison of Emphasis Points Towards Marketing Strategies Between Pepsi & Coca-Cola. In the 6th International Conference on Financial Innovation and Economic Development. Atlantis Press. Web.
Dally, D., Sinaga, O., & bin Mohd Saudi, M. H. (2021). The impact of the 7Ps of marketing on the performance of the higher education institutions. Review of International Geographical Education Online, 11(3), 236-250. Web.
ImHisPriority®. (2023). Let’s Shop: Best Seller. ImHisPriority®. Web.
Scarborough, N. M., & Cornwall, J. (2015). Entrepreneurship and Effective Small Business Management (11th ed.). Pearson. 274-275.
Sofi, M. R., Bashir, I., Parry, M. A., & Dar, A. (2020). The effect of customer relationship management (CRM) dimensions on hotel customer satisfaction in Kashmir. International Journal of Tourism Cities, 6(3), 1-13. Web.
Zhou, M., Rincón‐Gallardo Patiño, S., Hedrick, V. E., & Kraak, V. I. (2020). An accountability evaluation for the responsible use of celebrity endorsement by the food and beverage industry to promote healthy food environments for young Americans: A narrative review to inform obesity prevention policy. Obesity Reviews, 21(12), 1-13. Web.