Cyafi’s Closset Marketing Plan

Executive Summary

CYAFI’S CLOSSET is unisex online boutique and a show room on the Spintex road close to the Place Spermarket which deals in clothing manly from the United States of America and customized clothing using the African prints. Currently there is the need to buy quality and yet affordable cloth that will last you a long time. Most of the clothing and shoes and accessories in the market are the inferior one imported from China, which do not take time to wear out.

CYAFI’S CLOSSET will have an unmatched, extensive selection of different shoes for both men and women, ladies and gentle men’s shoes and accessories. Generally the size of CYAFI’S CLOSSET selections is cost prohibitive due to all the different clothing and shoe sizes that must be stocked per style. We have a unique business model that allows us to have an extensive selection at the cost of only stocking one size per style. This has been accomplished through the a special relationship with the wholesaler in the USA so we can receive  a customers needed size within one week or seven working days.  We do personal delivery upon request at an additional cost.

Situation Analysis

CYAFI’S CLOSSET is entering their first year of operation.  A comprehensive marketing plan is required to reach profitability and ensure future success. Passion Soles offers an unprecedented selection of current fashionable clothing shoes and accessories.

Market Summary

CYAFI’S CLOSSET has captured good information regarding our market and we know a great deal about the common attributes of the most prized customers. CYAFI’S CLOSSET will leverage this information to better understand who should be served, their specific needs, and how we can better communicate with them.

[pic 1]

Market Analysis

Market Demographics

The profile for CYAFI’S CLOSSET customer consists of the following geographic, demographic, and behavior factors:

Geographics

• The immediate geographic target is the Spintex Airport Lashibe area with a population of about7000.
• A 45 mile radius is in need of the products.
• The total targeted population is estimated to be 500.

Demographics

• Age range 23 - 50.
• 55% of the customers are housewives.
• The housewives have a household income of 5,000 - 1000.
• 45% of the customers are professionals.
• The professionals earn over 2,500 themselves.

Behavior Factors

• Fashion conscious.
• Tend to eat out at least once a week, typically more.
• Live the motto "fashion over function."
• Are always aware of the different fashion trends.
• Subscribe to, or at least read, several magazines that are fashion orientated.

Market Needs

CYAFI’S CLOSSET is providing the market with a wide range of fashionable shoes clothing and accessories with an unprecedented selection.  Currently, women must travel up to Accra, Osu, East Legon in order to come close to approximating CYAFI’S CLOSSET selection. CYAFI’S CLOSSET seeks to fulfill the following benefits that are important to their customers.