Marketing Plan for Pawnshields

Marketing Plan for PawnShields

May 15, 2017

Contents

Executive Summary        8

1.0Introduction        9

1.1Market segmentation        9

1.1.1Market analysis summary        10

1.1.2Market segmenting strategy        10

1.1.3Market trends        11

1.2Financial analysis        11

1.3Marketing mix 4ps and 7ps        15

1.3.1Product        15

1.3.2Pricing strategy        16

1.3.3 Promotion strategy        17

1.3.4Place        19

1.3.5People        20

1.3.6Process        20

1.3.7Physical evidence        20

1.3.8The 4Cs        20

1.4Competitive strategy        21

1.5Implementation strategy        21

1.6competitive edge        22

1.7Cash flow analysis        23

References        25

Executive Summary

        Rubi Styles intend to venture into the market of providing consumers with Dogs socks. The company has dumped the product as PawnShields. The main market segmentation is the middle income earning women and homes in California. The product will be sold in California before is rolled out in the global market. Both online and offline media will be used for advertising and promotion of the business. Rubi Styles expect to reach to the customers and alter their experiences and perceptions of the product through quality, originality, customization and personalization. Unique selling proposition will carry the sign of excellence and commitment. Rubi Style is the main shareholder of the National Bank of California. It expects to borrow a long-term loan of 90,000 to finances the design, marketing, and distribution of the product. The company will adopt absorption pricing technique where a pair of socks will cost $6.The amount is lower than that of the main competitors. Providing affordable prices, originality, quality, uniqueness and customization the company is expecting to achieve a higher competitive advantage. Other cash to run activities of marketing and distributing the PawnShields will be provided from the company petty cash book.

1.0Introduction

        Rubi Styles specializes in dog apparels and wish to extend its operations to include dog socks. The product name is PawnShields. Dogs are pets which are highly valued in the United States. According to 2008 statistics, 63% of the residents in the United States have more than one pet (James et al., 2004).It is predicted that the dog industry is likely to experience the exponential growth.(Martin & Formichelli, 2008).PawnShields will be first rolled out in California before reaching the global market. The products will be available through the online shop of the company and also at the premises in California. The online platform will also be used to reach the global market. The main aim of the company is to sell the PawnShields Socks at California before venturing in the global markets. Personalization and customization depending on the needs of the customers will brace the organization above close competitors. Pricing will vary depending on the customers' specification; though the product will sell using absorption marketing. The company is targeting high-income earners women and children looking for luxurious dog socks.