Course Hero Logo

Assessment 3_Marketing Management.docx - Case Study...

Course Hero uses AI to attempt to automatically extract content from documents to surface to you and others so you can study better, e.g., in search results, to enrich docs, and more. This preview shows page 1 - 5 out of 11 pages.

Case Study Insights Report and Marketing Plan ofBec & Bridge after COVID-19BUMKT 5902Marketing ManagementAssessment 3Name: Sarobar GhimireStudent ID: 30377014Due Date: June 18th, 2020Submitted to: Dr. Suzanie Adina Mat SaatExecutive Summary
Bec & Bridge is a famous brand started by two Australians Becky Cooper and Bridger Yorsten in2004. It has quenched the thirst of many fashion enthusiasts not only in Australia but also slowlygrowing in the international world partnering with many famous European brands. Bec & Bridgehas been favored by all the environmental marketing factors and is making a huge business profitin Australia and the global world. But now due to the COVID-19, a huge shift in customerbehaviors has brought attention to every businessman to change their marketing strategy tosustain during and after this pandemic. There is a fear of customer loss because of this pandemicso Bec and Bridge have brought updated marketing strategies to retain its customers keeping upwith their trends. They are also keeping because of their sustainable marketing which has beenshifted to the only couple of months past but affirmed in their mission to protect theenvironment. Keeping in view about the financial crises brought by the employment loss amongtheir potential target girls of age group 20-30, Bec and Bridge have brought installment pay aswell as a huge reduction in their prices with the sale of 10 % to 50 % depending upon products.As numerous people don’t like to visit offline outlets with the fear of contagion of the virus, Bec& Bridge is strengthening its online stores with huge digital promotion by trendy means. Bec &Bridge focuses only on their major target group of 20-30 age girls to bring out new productsduring summer but not to all the age group and sex due to financial loss brought about bypandemic. Furthermore, considering the summer, swimwear is also targeted and is a focus forsummer 2020-21.With the huge digital promotion, Covid-19 is also considered duringmarketing as every 5% from the sale is invested for the good cause of Covid-19 helping in itseradication which gives good vibes and a good reason to choose for Bec & Bridge.Contents
1. Introduction..................................................................................................................................12. Insights Report.............................................................................................................................22.1 SWOT Summary....................................................................................................................22.2 Consumer Behavior................................................................................................................32.3 Sustainable Marketing............................................................................................................43.Marketing Plan – Recommendations and strategies.....................................................................53.1 Marketing Mix (4Ps)..........................................................................................................53.1.1 Product.............................................................................................................................53.1.2 Price.................................................................................................................................63.1.3 Place................................................................................................................................63.1.4 Promotion........................................................................................................................74.Conclusion....................................................................................................................................7References........................................................................................................................................8
Marketing ManagementSarobar Ghimire1. IntroductionBec & Bridge is an iconic fashion brand of Australia started by Becky Cooper and BridgetYorsten. Upon graduation from University technology Sydney in Bachelors of Arts in Fashionand Textiles, they started this brand since 2004. They have quenched the thirst of every fashionlover releasing new and unique products than brands that are taking them to great success sincetheir establishment. To compete in the global markets, they are also working with several world-famous brands like Harver Nichols, Luisa Via Roma, Shop bop, and Farfetch. They are alsoinvolved in humanitarian cause helping One Girl, a non-benefit association in Sierra Leone andUganda.

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 11 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
One
Professor
N/A
Tags
Marketing, Bec and Bridge

Newly uploaded documents

Show More

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture