Marketing Plans

Final Marketing Plan and Presentation

MKT/421

Stephen Grothe

Final Marketing Plan and Presentation

What makes a woman want to shop for lingerie? The answer is how it makes them feel. Beyond Dreams will provide that feeling through close attention to the customer, the product, the pricing, through distribution channels and through promotional marketing strategies. Beyond Dreams is a lingerie store that will be both in store, on the Internet and in catalogs. The goal is to become a brand recognized and competitive to Victoria’s Secret. The Lingerie industry is huge and Beyond Dreams can be the competitive force that customers are looking for. Beyond Dreams will focus on the fabrics, styles, different sizes for every body type, quality, store décor, and pricing that will make customers want to switch and become loyal to only Beyond Dreams.

An overview of the organization

Beyond Dreams is a company that produces intimate apparel that makes women feel amazing while combing comfort, and trending style with great customer service. The Goal? To obtain women’s brand loyalty starting with college aged women and then into their adulthood by offering products that appeal to all kinds of women and that make them feel special. The company will not be targeting middle school or high school aged girls because of ethical issues. Beyond dreams will offer any size woman the option of getting playful prints and comfortable fabric that will make each woman feel special and unique. This means that the launch of the products will offer a variety of cuts, sizes, and styles to support the different taste of every woman.

Beyond Dreams plans to open in New York and Los Angeles and then move into suburb cities once the brand is established. It is complicated to start in such large urban areas but the store is willing to take a financial hit order to build a customer base. There are higher taxes in big cities as well as higher rent so the stores will have to prepare and budge...