Introduction and background

You are a group of marketing consultants that has been hired by the management of a brand licensee company called CC Brands Canada (name is fictitious) to assist them with the development of their marketing plan for one of three brands that they represent in Canada: Jil Sander, Cad and the Dandy, and Ministry of Supply.

CC Brands' management is looking for growth, in terms of both sales and profit, but has yet to determine the strategy, although they believe that a menswear line under either brand name would provide the company with a competitive advantage over other brands.

According to CC Brands Canada, although these brands have strong potential in Canada, distribution is considered limited, and for some non-existent. The management company needs for you to determine the right strategy for the brand that you have been assigned and to develop the marketing plan in terms of the product assortment, the types of stores that should carry this line, the way it should be displayed, packaged, named and communicated. You need to present CC Brands Canada's management with an oral and written plan on how you intend to market the brand.

Objective

To recommend the strategy and positioning for either Jil Sander, Cad and the Dandy, or Ministry of Supply, and develop the marketing plan for the introduction of either brand's Fall 2022 menswear line in Canada in order to help the company increase sales and make profit.

Answer Q1.

Q1. Positioning of the Brand : Identify the jil sanders brand's current positioning and provide verification that the positioning for the menswear line does not deviate from the brand's current positioning, which would cause confusion in the consumers mind ?