Implement and monitor marketing activities
Assessment Task 2: Project – Plan promotional activities
Summarized marketing plan for DABC company:
DABC is one of the biggest clothes manufacturing located in Melbourne, Australia. The first DABC clothes store was established in 1990 in Collingwood under the name AB Clothes with only 4 staffs. After almost 30 years operating, DABC has become one of the fastest growing Australian brands with now over 80 stores throughout Australia and 3 flagship stores located in 3 Melbourne largest shopping centres. DABC has provided the outfit solutions and is famous with its sharp tailoring, top quality, high competitive model and shiny accessories. It is one of the most searched fashion stores for metropolitan
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A brief overview of your company’s Marketing Plan, including marketing objectives and performance targets to staff.
DABC company’s marketing objectives:
- To be the leader in fashion industry.
- Focus on how to build a brand loyalty through the service offering and by a heavy promotion through local communication media and attract new customers.
- To get sales maximization, through our promotions and efficient operation, to increase revenue and share market in return.
- To expand the business all over Australia and New Zealand in future.
Performance targets to staff:
In general, DABC staff need to produce their work and perform their daily duties accurately and thoroughly without reminder. They are expected to work in relation to neatness, clarity, professionally and presentation in which they not only need to listen carefully to clients but also with co-workers and managers with effective communicational skills. Moreover, DABC employees are expected to use judgment in making decision as it is a part of business operating procedures. This includes handling customer enquiry and feedback or processing returned and exchanged products. Staff must also show their respect in interactions with customers both over the phone and in person. For example, greet customers pleasantly, provide accurate product information and listen carefully to identify customers’
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Pricy clothing accessories including hats, scarves, necklaces, socks, belts, etc also need to come with information tags about the source of the products
Price Small gift items and clothing accessories will be priced under $30 and displayed near the check-out area of the store. Most styles of clothes in the store are priced similarly to our competitors. Some items have a range in price. For example, skirts are marked from $40 to $140 due to the differences in cost of manufactured. Items that are hand-crafted by a famous designer will be priced 100% to 130% higher.
Promotion Company can advertise through mass media, brochure, Teenager fashion magazine, TV, local radio and online media such as company website, Facebook and Ebay. Company can also launch a Referral program that encourages DABC loyalty customers to bring friends or family members with them on shopping. When a member brings at least 3 guests to DABC store, both the member and the guests receive 10% off listed
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DABC is one of the biggest clothes manufacturing located in Melbourne, Australia. The first DABC clothes store was established in 1990 in Collingwood under the name AB Clothes with only 4 staffs. After almost 30 years operating, DABC has become one of the fastest growing Australian brands with now over 80 stores throughout Australia and 3 flagship stores located in 3 Melbourne largest shopping centers. DABC has provided the outfit solutions and is famous with its sharp tailoring, top quality, high competitive model and shiny accessories. It is one of the most searched fashion stores for metropolitan men and women.
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