Your scenario for Assessment 3: Following on from your two previous consulting jobs for your chosen company, your client has now asked you to prepares a Marketing Mix Strategy to help them take their new product/service to market. You are required to prepares a 2000 word report which includes an integrated and justified plan for the product launch and first year of sales. The client is very keen to have a comprehensive understanding of why they would take one approach over another - so where possible, include discussion about why the strategies you suggest are better suited to the client than others, and/or why the strategies might be more successful than other possible options. In preparing this Assessment, you need to demonstrate you have built on your ideas and any feedback received in Assessments 1 and 2, use your research from Assessments 1 and 2 to justify decisions about your integrated marketing mix, and similarly, justify the decisions you make for your launch and marketing plan of the new product/service with this evidence. Of course, you should also bring in new research where relevant. For this assessment, as you are building on research from Assessment 1 and 2 and developing further in this assessment, you should include a minimum of 20 academic references and a minimum of 12 contemporary reputable industry sources. Also - remember we want to communicate as professional marketers would, so draw on your experiences of developing infographics from Assessment 1 to push yourself to present relevant information in figures, graphs or with iconography. Report Structure - Use the following structure to organise your report: Title page Executive Summary Table of Contents 1.0 Introduction 2.0 Scope of Report - summary of consulting work so far (i.e. a few key points from Assessment 1 + 2, and include any responses to feedback or refinements in your thinking) and purpose of report 3.0 Objectives and KPIs 3.1 Include relevant subheadings 4.0 Marketing Mix 4.1 Include relevant subheadings 4.2 5.0 Conclusion References Appendices (if applicable) . The case studies : Your scenario for Assessment 3: Following on from your two previous consulting jobs for your chosen company, your client has now asked you to prepare a Marketing Mix Strategy to help them take their new product/service to market. You are required to prepare a 2000 word report which includes an integrated and justified plan for the product launch and first year of sales. The client is very keen to have a comprehensive understanding of why they would take one approach over another - so where possible, include discussion about why the strategies you suggest are better suited to the client than others, and/or why the strategies might be more successful than other possible options. In preparing this Assessment, you need to demonstrate you have built on your ideas and any feedback received in Assessments 1 and 2, use your research from Assessments 1 and 2 to justify decisions about your integrated marketing mix, and similarly, justify the decisions you make for your launch and marketing plan of the new product/service with this evidence. Of course, you should also bring in new research where relevant. For this assessment, as you are building on research from Assessment 1 and 2 and developing further in this assessment, you should include a minimum of 20 academic references and a minimum of 12 contemporary reputable industry sources. Also - remember we want to communicate as professional marketers would, so draw on your experiences of developing infographics from Assessment 1 to push yourself to present relevant information in figures, graphs or with iconography. Report Structure - Use the following structure to organise your report: Title page Executive Summary Table of Contents 1.0 Introduction 2.0 Scope of Report - summary of consulting work so far (i.e. a few key points from Assessment 1 + 2, and include any responses to feedback or refinements in your thinking) and purpose of report 3.0 Objectives and KPIs 3.1 Include relevant subheadings 4.0 Marketing Mix 4.1 Include relevant subheadings 4.2 5.0 Conclusion References Appendices (if applicable)

Executive Summary

The following report has been prepared for Rad Eddie company including the product pitch and target market avatars in order to introduce their first ever organic denim Tote bag. In the preparation of the present report, it was necessary to demonstrate the findings of the Assessment 1, which is included in the appendix of the subsequent report. The research conducted from the Assessment 1 will be further utilized to substantiate the decisions made regarding the target market Avatars, their preferences and requirements, and similarly, to substantiate the decision made in the report with this evidence for Rad Eddie's new product/service.

The first part of this report begins with the demonstrating the purpose and scope of conducting a product pitch and the target market avatars. Here, the report discusses the company's business background to understand the current business position in the industry and the need of preparing a product pitch to introduce their brand-new denim Tote bag.

Next part of the report is mainly focused on segmentation because it is the procedure of splitting the market into identifiable, accessible, and lucrative groups based on geography, demographics, psychology, and behavior to improve Rad Eddie's market growth potential. Using the information collected from the segmentation part, the report next discusses the appropriate target market strategy to position their brand by aligning their strategies to the company's competitive advantage.

The later part of the report is the product pitch to discuss why pitching new product is important to understand the required strategies which effectively allows Rad Eddie to highlight its unique selling points and standout from competitors.

Last part of the report presents the market consultant's suggestions for Rad Eddie to gain a successful product launch for their new organic denim Tote bag. To sum up, this report provides a detailed plan for Rad Eddie's recovery in the new product release, so that Rad Eddie can make the right changes to stay ahead of the competition, stay on top of market trends, and win back the hearts of its audience.

Table of contents

Executive Summary.1

1. Introduction.4

2. Scope of The Report4

2.1 Environment Analysis.4

2.1.1 Micro-environmental analysis.4

2.1.2 Macro environmental analysis.4

3. Segmentation, Targeting and Positioning Strategy.5

3.1 Segmentation.5

3.2 Targeting.6

3.3 Positioning.7

4. PRODUCT/SERVICE PITCH:7

4.1 Narrative of Sustainability:8

4.2 Versatility and style:9

4.3 Distribution and pricing:9

4.4 Marketing and Promotion:9

5. CONCLUSION:10

6. Appendix.11

6.1 Appendix 1 - Assessment 1 - Sawani Peiris.11

6.1.1 Executive summary.12

6.1.2 Introduction - Get to know about 'Rad Eddie'13

6.1.3 Scope of Report - Why a market analysis?.13

6.1.4 Rad Eddie's environmental marketing analysis.14

6.1.5 SWOT analysis.15

6.1.6 Conclusion.16

6.1.7 References.17

6.2 Appendix - Assessment 2 - Lasni Dissanayaka.18

6.2.1 Executive Summary.19

6.2.2Introduction.20

6.2.3Scopeof the report20

6.2.4 EnvironmentalAnalysis.20

6.2.5 SWOT Analysis.24

6.2.6 Conclusion.25

7. References.30

1. Introduction

In the first part of this report provide overview our previous consultation for Rad Eddie's current market position and environmental analysis. Rad Eddie is introducing their new product "Denim Tote Bag". As the second part of the report, we consult them about their product segmentation, targeting and positioning strategies to success their product. Lastly, we provide them our recommendations for their product pitch.

2. Scope of The Report

In the previous report our main was to provide an in-depth analysis of Rad Eddie's current market position. We have analysis their internal and external environmental factors influence for its marketing strategies. How Rad Eddie must adopt according to changes in Covid-19 pandemic to reconnect with their customers. Moreover, we evaluate their brand's current strength, weakness, opportunities, and threads (SWOT Analysis).

2.1 Environment Analysis

2.1.1 Micro-environmental analysis

When analyzing the microenvironment of the Rad Eddie in the previous report, we were able notice that they provide a strong ethical fashion choice for customers who seek eco-conscious products. Rad Eddie has a distribution network with fashion hotspots like Paris, Hongkong, Singapore and Sydney. However due to the covid-19 pandemic restriction Rad Eddie's distribution and supply chain greatly affected. Pandemic influence the business to move their operations in to online platform. Therefore, it is vital for Rad Eddie to introduce their product line in the online platforms and involve more technological ideas to engage more with the customers and enhance their online shopping experience. Influences have become new fashion marketing trend among the young women aged 20-30. Engagement and collaborations with influences impact on brands reputation. Rad Eddies' one of the aims is to operate their business sustainably. Since the Rad Eddie committed provide sustainable product line, it's easy to them to engage with local environmental communities and non-governmental organizations. Engage in sustainability projects will enhance the brands image. Moreover, now a day due to pandemic customers are more concerned about what businesses do behalf of the environment and society.

2.1.2 Macro environmental analysis

The Covid-19 has influenced young women age between 20-30 because, due the restriction there were limited social gathering and remote working environment. Therefore, we recommend Rad Eddie to shift their potential target market. Even they must consider whether their customer willing to buy high ended fashion brand, where that covid-19 shaped their spending pattern. The fashion industry effect with technological advancement, we recommend Rad Eddie to introduce virtual try on facility and enhance their customers online shopping experience. The pricing strategy and supply chain can be impact due the changes in international trade agreements between countries and tariff. Rad Eddie might require adjust in sourcing, production, and waste management according to the government policies. If Rad Eddie able to influence cultural fashion trends, brand able to be relevant all cultural backgrounds of the customers.

After analyzing the macroenvironment, microenvironment and SWOT analysis (for SWOT analysis refer appendix 1 and 2), we have provided few key recommendations for Rad Eddie. Diversified supply chain, adaptive product designs, enhance digital presence and collaboration with influencers. Rad Eddie planning introduce their new product into the market, "Denim Tote Bag". From this Study we have consult them regarding their product segmentation, targeting, positioning strategies. Moreover, our firm provide them our guide for their product pitch.

3. Segmentation, Targeting and Positioning Strategy

3.1 Segmentation

Rad Eddie breaks down their customers into different demographic groups based on age, gender, and the disposable income. They focus on young women aged 20-30 who make a lot of discretionary money to spend on new fashion trends. To get a better idea of who they're targeting, they use psychographic segmentations like lifestyle and reasons. For an example, Rad Eddie delivers to jet setters, and trendsetters. We recommend Rad Eddie to divide their customers into different groups based on their usage habits to identify which Tote bag size gets extra love. Heavy shoppers get extra attention, and when they buy something, their info is recorded and stored. To help them stay loyal to the brand, they send them seasonal catalogues and invites to buy special collections.

Geographic

According to the client's information, Rad Eddie's target markets when it comes to geographic segmentation are Paris, New York, Hong Kong and Sydney. All are huge fashion capitals around the world. In order to promote their new organic Demin Tote bag, it is ideal to stick to these big cities where the fashion trends go viral rather than expanding their geographic segment to rural areas to analyze the purchasing patterns to avoid business failures.

Demographic

New product campaign for the Denim Tote bag is for women between 20-30. This age category best describes the trendsetters who are more likely to go beyond their comfort zone to replace an ordinary Tote bag to a Denim Tote bag. Since this is not a campaign for a necessity, Rad Eddie should focus on women who make extra money to spend on a lifestyle bag, therefore we focus on disposable income to high-income earners.

Psychographic

Individuals who desire to dress in a manner that reflects their personality are likely to purchase organic denim Tote bag for a variety of reasons, such as heavy consumption in groups, on trips, at the theatre, or with friends. These Tote bags offer a range of benefits, such as decent quality and a sense of satisfaction.

Behavioral

like the most high-end brands, we suggest our client to maintain a customer loyalty rewards program to introduce the new Denim Tote bag, because it is easy to demonstrate a new product to your existing customers than having to introduce your brand and products to an entirely new customer base to avoid extra expenses especially today's economy after a pandemic.

3.2 Targeting

The term "targeting" is used to describe the process of segmenting the market in order to enable businesses to evaluate the market and identify the areas where their products are most suitable. This is a form of marketing strategy. The Rad Eddie brand strategy is centered around the tagline, "Rad Eddie, a high-end fashion label dedicated to organic denim ranges". This tagline emphasizes how the product provides consumers with the "sustainable" or "environmentally friendly" denim bags they require to use when and where they want. Keeping up with Visual Branding is essential for fashionable people. This is the Rad Eddie target market.

Rad Eddie caters to wealthy women between the ages of 20 and 30. They put a lot of emphasis on the quality of the denim material, the designs, and the craftsmanship of their products, as a result they charge a premium price because their target audience is elite and middle-class. People are willing to spend a lot of money because the brand and their products make a statement. Rad Eddie had a unique way of offering value to their customers by focusing on product design, quality, the shopping experience, and the brand image. Therefore, it is better for Rad Eddie to adopt differentiated market target strategy promote the denim Tote bag.

3.3 Positioning

Strategy Positioning is important for Rad Eddie to create a marketing plan for their denim Tote bags to gain a competitive advantage and a large market share. Strategy Positioning is also an artistic expression to gain and maintain a customer's trust and loyalty. Usually, products are placed according to the needs and wants they frequently fulfill or the benefits they provide to their customers. Rad Eddie creates the denim Tote bag based on the latest market trends and the latest fashion trends. Clients can find the latest trend-based offerings and high-quality Tote bags because they focus on exceptional quality and long-term usage pleasure. Unlike a torn leather bag, Rad Eddie's denim Tort can be torn back without replacing the bag and the denim material is easy to clean and more convenient to use and maintain the quality of the bag. By maintaining the high-end quality of the denim Tote bag, Rad Eddie will be known for its classic and timeless designs with luxury, sophistication, and exclusivity. This is the market positioning we are offering Rad Eddie to maintained by the brand through its products, advertising campaigns, and collaborations.

4. PRODUCT/SERVICE PITCH:

Presenting the Rad Eddie Denim TOTE BAG, a real representation of fashion and sustainability. Thedenim bag makes a statement instead of merely being an accessory. Each bag comes with quality and environmental awareness because it is made from only organic denim Invalid source specified..

Key characteristics include:

• Premium Organic Denim: Carefully picked for durability and a lower environmental impact.
• All Size: The TOTE Denim Bag strikes the perfect balance between space and design, providing adequate capacity for theessentials without sacrificing elegance. It has three different sizes i.e. Large Medium and Small.
• Timeless Aesthetics: Its classic style fits every outfit, elegantly transitioning from casual to sophisticated situations.
• Robust Straps: With reinforced stitching and comfy handles, it's designed to resist the rigours of everyday living. Invalid source specified.

4.1 Narrative of Sustainability:

We take sustainability very seriously at Rad Eddie. The TOTE Denim BAG displays thededication to environmental preservation.

a) Eco-Friendly Materials:

• Organic Denim: Unlike conventional denim,organic denim is free of hazardous chemicals and pesticides.
• Responsible Sourcing: We support ethical farming techniques that provide fair salaries and safe working conditions.

b) Ethical Production Processes:

• Small-Batch Production: We make thebags in small quantities to reduce waste and overproduction.
• Zero-Waste Design: Thepattern-making method reduces fabric waste, helping to make the world a greener place.

4.2 Versatility and style:

The TOTE Denim BAG is more than simply a bag; it's a reflection of thepersonality. It effortlessly combines elegance and utility to respond to the changing needs of young women.

• The transition from Day to Night:

From the office to a night out, this backpack adapts to theever-changing schedule.

• Suitable for Any Occasion:

The TOTE Denim BAG enhances theoutfit, whether going to the gym,the beach, or attending a formal function.

4.3 Distribution and pricing:

We are determined that environmentally responsible decisions shouldn't be prohibitively expensive since we are committed to democratizing sustainability. To do this, we have carefully planned theprice to be competitive and maintain the accessibility of theproducts to a broad market. We enable clients to choose ecologically friendly options without putting an impact on their financial resources by doing this. Thegoal is to remove the obstacles that frequently come with sustainable living so that people from all backgrounds can take part in creating a future that is more environmentally friendly.

We have devised a multi-channel distribution strategy to ensure maximum accessibility. Selected retail partners, Rad Eddie stores, and theonline store all carry the TOTE Denim BAG. Whether clients prefer to purchase at real stores or online for convenience, this varied distribution network ensures that they can readily locate theproducts there. In keeping with thefundamental purpose of promoting affordability and sustainability side by side, we try to make sustainable options as practical and accessible as possible by providing a variety of channels for purchase.

4.4 Marketing and Promotion:

We're creating a movement, not just selling a bag. To reach thetarget demographic, we use social media and recommendations from influential people as part of thedigital marketing approach. Join the conversation with Rad Eddieon social media sites like Facebook, Instagram, and TikTok for fresh fashion ideas every day. We may promote the DENIM BAG by collaborating with influencers who have similar ideals to our own.

Customers are choosing to join a community that values both fashion and ecology when theychoose the DENIM BAG by Rad Eddie. Let's make a statement while also making a difference together. Pick the DENIM TOTE BAG by Rad Eddie to combine fashion with ethical living.

5. CONCLUSION:

Following the difficulties presented by COVID-19, Rad Eddie is expected to have a strategic rebound with the introduction of the TOTEDENIM BAG. This launch represents a new product as well as a renewed commitment to sustainability, a fundamental principle that is highly valued by theaudience. We have the chance to engage thetarget audience and establish Rad Eddie's status as a trendsetter in the fashion industry through accurate targeting, intelligent placement, and an engaging narrative. We can have a significant impact going forward, not just in the area of fashion but also in the more general context of ethical and sustainable living. We'll travel this journey to a better, more enlightened future together.