Marketing essay on: Marketing Campaign

The marketing campaign for an entry level T-Shirt has been highlighted in this section of the write up. While designing the marketing campaign, the 4P’s of the marketing mix shall be kept in mind. The 4P’s are Price, Product, Promotion & Place.Product: The product which is being talked about in this write up is a T-Shirt. It must be taken into consideration that, a good product makes its marketing on his own as it will benefit the customers. While the product is being launched within a particular city or a brand, the level of competition shall be kept in mind (Lamb, Hair & Daniel, 2009). It must be taken into consideration that, when the competitor offers the same kind of a product, you need to differentiate your product in terms of design, quality, price; safety & the packaging for the same shall be kept in mind. There would be wide range of T- Shirts offered by “Indian Men Clothing Retails”. Some of them would be Polo T-Shirts, Graphic T-Shirt, Nautical Tee, Grandad Tee, and Sports T-shirt & Deep V-neck T – Shirt. The centre of attraction for this retail store refers to the Golden Color Embroidery Logo which would be embedded over the T-Shirts. Keeping in mind, the Indian culture, Indian Men Clothing Retails has decided upon the color of the logo (Parthasarathy, Stansifer & Kumra, 2010). Over the next five years, Indian Men Clothing Retails plans to expand the product line to include customized clothing items.  Customers may select a logo that represents their style as well as attitude.  Then they can add a slogan to match the logo, which would suffice their style & attitude.Price: Price refers to the second P within the marketing mix which shall be taken into consideration by the marketer while launching a product. The price attached to the different types of T-Shirts has been done by keeping in mind the competition factor. The price list for the newly manufactured men’s T-Shirts could be as under:

Place or Distribution Strategy: One of the crucial decisions which need to be fulfilled within the marketing mix while promoting a particular product would be to identify the various distribution channels. The main question which shall arise in the minds of the marketer it to “how to reach the target audience”. Some of the distribution channels which might be used would be as under:

Þ    Selling to the customer directly: The first distribution channel which shall be used by the marketers to make the T-Shirts readily available to the customers can be done with the help of employing a sales force (Parthasarathy, Stansifer & Kumra, 2010).

Þ    Selling to the retailers: The second distribution channel which shall be used by the marketers would be by employing retailers. For example, if a company manufactures T-Shirts and sell them to a retailer which will entail in the direct selling of the same. Involving a retailer within the entire process can be a complex activity (Lamb, Hair & Daniel, 2009).

Þ    Selling to the wholesalers: Lastly, the distribution channel which shall be used by the marketers would be by selling the T-Shirts to the wholesalers. The trail will go as follows:           Manufacturer            Retailer           Wholesaler          Customer

Some of the places where the presence of the newly launched Indian Men Clothing Retails will be inaugurated are as follows:

• Delhi
• Mumbai
• Hyderabad
• Navi Mumbai
• Pune
• Bangalore
• Gurgaon

The locations so selected are either metropolitan cities or are the cities which are equivalent to metro cities. It has been seen that, within such cities the population of the younger generation is quite high. And hence, promoting T – Shirts in such cities will be a better option (Schnaars, 2000).Promotion: The last P of the marketing mix which shall be taken into consideration would be to choose the best promotional tool for the same. The main promotional tool which shall be used in order to target the Indian population would be by opting a celebrity. It has been seen that, the Indian Population gets highly influenced by the celebrities who are aired in the advertisements for the same. Therefore, Indian Men Clothing Retails shall use either John Abraham or Arjun Rampal or Salman Khan for the advertisements of the same. The use of these Indian male actors will provide the Indian population with a ray of motivation to buy t newly launched men’s wear by the same. Advertisements regarding the product in the form of Television, Radio, Yellow Pages, Online marketing, newspapers etc will help to increase the reach, frequency as well as provide message to the target audience (Walker, 2006).

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