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Running head: BRAND EXTENSION MARKETING PLAN 1Brand Extension Marketing PlanMaternity Line for American ApparelMichelle FreemanPurdue University GlobalGB530M1October 12, 2020
BRAND EXTENSION MARKETING PLAN 21.0 EXECUTIVE SUMMARYClassic Designers have been in the apparels production for a long time and have managed toestablish in the American Apparel industry. Nevertheless with time and after intense market research, the company noticed a gap in the market on pregnant women. The brand extension shall hence focus in designing and sewing maternity clothes for women precisely the medium, large, and extra-large bodies. The new product line shall deal with maternity dresses and other clothes suitableto expectant mothers to ensure that they do not only look stylish at a time when their bodies takes a different shape and size but also remain comfortable at a time when comfort is critical. The new product line shall be of highest quality and different sizes as well as colors.The new product line is meant to expand the business and also benefit the target women. This is because research done proved that expectant mothers as they get big as the baby bump grows bigger do not access maternity clothes that fit them and this makes their life and experience miserable. Hence, the women will benefit since they will have a product they can rely on from earlypregnancy stages till post-delivery as the body would start adjusting to changes and getting back to normal shape and size. The company to also benefit from increased sales as a result of increased target market. The product shall target pregnant women as they would come with massive flexibility thereby allowing the baby bump to remain loose and comfortable. This is irrespective of age and other factors like race and background. The target market is highly potential because pregnant women are medically required to put on maternity dresses so as to allow smooth and quality fetus growth. The product also targets different healthcare facilities that offer maternity services because with expectant mothers in admissions, they would require the products.
BRAND EXTENSION MARKETING PLAN 3The new product line comes with a great value proposition which is “unique satisfaction andcomfort” and this is what expectant mothers needs and desires to have. Focusing of the selected value proposition, the business shall first focus on taking over the national market before approaching international market. This is to mean that the products will first be introduced in the American apparel market and after meeting local market demands and the product line becomes self-sufficient, potential international market to be approached first. Nevertheless, to capture both national and international market, it is critical to create brand awareness. The 4Ps of marketing shallbe applied which include; product, place, price, and promotion.

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