Country Strategy Report

Develop a Marketing Plan for your Country & Product

1. Define the target market(s) for your product.

Our target market for Dri Fit clothing will be young men and women who are liberally minded. Older conservative citizens wear traditional Arab garments and tend to find western products and styles to be offensive, but they make up less than 3% of the population. Marketing focus should be in major cities. Consumers who spend most of their time outside would benefit the most from Dri Fit clothing, so active citizens and the working class should be targeted specifically. Construction workers and oil rig workers in Iraq will particularly see the benefits of Dry Fit clothing. Their work outside in extreme temperatures will make them a prime target market.

A large portion of the Iraqi population still wears traditional Arab style clothing. Women especially may prefer to cover their faces in public. For this segment, we should consider starting a new line of Dri Fit clothing. Burkas and abayas can be marketed to the women, and the men can buy Dri Fit dishdashahs and thagiyahs. Research on Arab clothing traditions does not show any restrictions on the material content of the clothing, so the polyester and spandex blend of the clothing should not be a problem.

2. What positioning strategy would you recommend for your product?

As we stated in question one, our target is young men and women and those that work outside. Our strategy will be to sell them on the technology that comes with the Dri-Fit clothing. Dri-Fit is a material specifically designed to be not only breathable but also moisture wicking. The fabric goes beyond the features of its competitors by actually pulling moisture away from the skin and transferring it to an outer layer witch speeds evaporation.(3) This not only allows the skin to stay dry but also allows the fabric itself to remain dry. By keeping the fabric dry, it also...