In your role as a Junior Marketing Analyst at Odel, you have been working hard on preparing the rollout for the new 'Luxurious' range of your own clothing line. This product line will be positioned in a distinctive and inviting way that combines luxury, superior taste and value. Equally, the product line must sit comfortably with other regular and similar clothing lines.

You now need to develop a compelling and creative marketing plan for the new product line. It must clearly articulate a bold marketing strategy and include tactical actions that are clearly aligned with the overall organisational objectives. Your marketing plan also needs to incorporate a media plan as part of the overall marketing campaign.

In producing the marketing plan, you will need to address the following areas. 

How the strategic marketing plan links with the overall organisational mission, corporate strategy and objectives. 

Clear and SMART marketing objectives. 

Marketing research to support the new product line launch. 

A situational analysis, including:

○marketing audit, making use of appropriate analytical tools including SWOT, Pestle and 5C analysis 

○ a competitor analysis including the market segments and 

○ sub-segments covered 

○ articulation of the new product value-proposition in the eyes of the customer. 

Development of the marketing strategies applied to the extended marketing mix.  Setting of an overall marketing budget, including allocation of planned spend. 

Tactical actions. 

Identifying appropriate control and monitoring measures to ensure achievement of objectives including metrics to measure success such as Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV). 

 

A comprehensive media plan that supports the planned marketing campaign, this will include: 

a media budget 

recommendations and rationale for selected and integrated multi-media activities within the set budget that meet the marketing objectives 

appropriate digital, offline and social media channels for communication  

full justification for a multi-media plan based on quantitative and qualitative criteria