13-MM522_Marketing_Plan_-_Exemplary_Marketing_Plan_2

13-MM522_Marketing_Plan_-_Exemplary_Marketing_Plan_2 -...

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Meszaros Marketing Plan Final Draft MM522 MM 522 Marketing Plan Final Draft Mary Muncy Page 1 of 15
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at pennies on the dollar as compared to retail stores. Sell Maternity, Buy Maternity will ensure the highest levels of customer s Instructor – Dr Michael Vincent 2/22/2009
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Meszaros Marketing Plan Final Draft MM522 Executive Summary A new kind of store will be opening in Hilliard, OH! Sell Maternity, Buy Maternity, a resale store that caters solely to the thrifty, pregnant woman, will offer women the chance to sell the maternity clothing that they no longer have a need for and for pregnant women, looking to save a few bucks, to purchase at prices that are much lower than at a retail store. The company mission statement will be: The store will purchase used clothing that is in good condition and still in style. The store will then clean and press the items, preparing them for resale. This will satisfy two needs of the target consumer. First, women only have a use for this clothing for a few short months and do not like having to throw out or give away clothing that they spent so much money on. This store will provide a means for this consumer to get some of their money back. Second, women do not want to spend a lot of money on this type of clothing because it will only be needed for a short time. This store will enable this consumer to purchase used clothing, which is still in great shape, for pennies on the dollar of what they would spend on clothing from a retail store. There are no strong competitors to the store and Sell Maternity, Buy Maternity would fill Page 3 of 15
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Meszaros Marketing Plan Final Draft MM522 this niche market during such a needed time of economic recession where everyone is in the market to save money. Sell Maternity, Buy Maternity will target customers in the surrounding towns of Hilliard, OH within the low to middle class income range. This target encompasses over 19,000 women within a ten mile radius of the store. Two price strategies have been set for the store. The first is the price at which the store will purchase used items. Second, at what price will the store sell the used items, taking into account the purchase price as well as all of the fixed and variable costs of running the store. The cost to purchase the products will be limited to 25-40% of the sale price. The remaining costs will be allocated evenly across products sold. Sell Maternity, Buy Maternity will be a direct-to-consumer business and thus no channel of distribution will be used. The store will be located within a strip mall in the highly retail area of Hilliard-Rome Rd, just north of Interstate 70. Due to the low cost of the items, and low profit margin anticipated, Sell Maternity, Buy Maternity will have limited means for advertising and promotion. However, a large budget is not needed due to the small target market geographically. The promotion budget of $30,010 will be used to reach the target market via direct mail, web sites, fliers in doctor’s offices, and Craig’s
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This note was uploaded on 11/15/2010 for the course MM MM552 taught by Professor Vincentonline during the Summer '10 term at DeVry Denver.

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13-MM522_Marketing_Plan_-_Exemplary_Marketing_Plan_2 -...

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