Toexperience marketing you have to assess situations and make recommendations to change marketing strategies when necessary. What would you do in the following situation?

Alex MacLean started East Coast Lifestyle, a line of casual clothing and accessories, as a project for his entrepreneurship course while at Acadia University. His idea for the business started as a hunch that east coasters would get behind a brand meant to show off their regional pride, especially if it promised to give back to the community. Alex did some research and found that there was not a clothing line specifically aimed at the east coast market . . . yet.

Product development involved selecting core products as well as developing a logo. The brand's stylized anchor logo, which MacLean designed on a flight home from a family vacation, evokes memories of summer days spent on the water. "The brand stands for more than just a logo, more than just a company. It represents where we're from. If you wear it, you wear it proudly if you're a Maritimer," explains MacLean.

Alex borrowed $800 from his father to produce the first 30 hoodies. While waiting for them to arrive, he prepped his social media channels and posted East Coast Lifestyle stickers all around campus to create some buzz. The first 30 hoodies were sold mostly to friends, but the next orders sold swiftly to strangers. Photos of Sidney Crosby and Ed Sheeran wearing the brand have been posted on Instagram, giving East Coast Lifestyle the type of publicity that usually costs big money. The company isn't all about sailing and surfing, thoughit's about giving back, too. Alex has donated money to Acadia's S.M.I.L.E. foundation and to support shelters for the homeless.

Now a graduate, Alex is devoting all his time to the business and is looking for ways to increase sales. What marketing recommendations do you have for East Coast Lifestyle? Your recommendations should consider concepts from the chapter, including attracting new markets, creating line extensions, and/or adopting new marketing mix strategies.

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