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All of the marketing initially will be done on the Internet using three main media: 1) Search Engines, 2) News Groups, 3) Banner trades. The search engine positioning is the only valid method of marketing. This involves efforts at getting the site registered with the eight major search engines including Alta Vista, InfoSeek, and GoTo, as well as with the directory Yahoo/Europe and Yahoo/France. News Groups are a more subtle kind of marketing, wherein mention of the store and its products are listed as "news" items and transmitted to focused news groups. Some 1,200 of these have been identified as relevant for our market and these 1,200 reach an estimated 800,000 women around the world.
The first two media mentioned have only labor as the primary cost. After an initial positioning is achieved with these media, the Banner Trade program will begin. With such a program, banners are purchased on focused sites and the banners are then linked to the Casual-Tees website.
4. The Marketing Mix for Casual-Tees
The marketing mix consists of the 4 Ps of marketing, i.e. product strategies, pricing strategies, promotion strategies, and place strategies. These four types of strategies will be helpful for the company's Management in presenting its products to their potential target customers in the most effective and efficient way.
a. Product Strategies:
Casual-Tees aims to build its brand image as a top quality retailer in the French market. Therefore, it will only offer casual and dress Tee-shirts manufactured by renowned local and international firms. Keeping in view the increasing demand for modern and stylish clothes, Casual-Tees will have to...
Moreover, it will have to offer a wide variety of summer and winter Tee-shirts for the women from all age groups in order to maintain a steady flow of customers throughout the year.
b. Pricing Strategies:
In order to grow in the French market with a rapid pace, Casual-Tees will need to attract all income groups and social classes from the target market. Therefore, it has planned to offer Tee-shirts from different price ranges, i.e. from simple and plain Tee-shirts that cost $25-$30 to fully luxury Tee-shirts that start from $300 or above. The company can use fixed pricing as well as seasonal price-cuts for clearance sales.
c. Promotional Strategies:
Casual-Tees will use Internet as the major marketing and promotional medium for its products. The world's top search engines, news groups, and banner trades have been chosen for the initial marketing campaigns. The company will also use its own website to advertise and promote its products to the potential customers by communicating price comparisons for different types of Tee-shirts, discount offers, color and size variations, new arrivals, and seasonal clearance sales.
In addition to the online platform, the company can also use electronic, print, and social media networking sites to advertise and promote its products. In electronic media, television and radio will be used to communicate the company's message to the potential customers at the massive level. Social media networking sites will also complement the company's promotional efforts at the Internet. Moreover, newspapers and fashion magazines are also an effective medium to promote clothing business
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