Marketing Plan

1. Executive Summary:

We are planning to launch HollisterCo, which is a subsidiary brand of Abercrombie and Fitch. In this plan, we want to get into the fashion market of India which is a $58 billion domestic market and is growing at a rate of 20% every year. Also, we plan to increase the brand sales in the Indian market, create awareness and strengthen the brand identity in the new market. We have to overcome many other competitors like Levis Strauss and Tommy Hilfiger and also local brands who are around $100 million industry in India. The target audience was 15-35 age group, who are 65% of total population of India. We plan to launch our products in 5 major cities New Delhi, Mumbai, Bangalore, Hyderabad and Ahmadabad and these cities were chosen based on demography and target segment. The products are launched thinking in mind about the environmental conditions in India compared with other foreign countries. The Strengths, Weakness, Opportunities and Threats are discussed and can be used do proper planning. We plan to achieve revenue of $5 million, $6 million, $7 million in 2013, 2014 and 2015. To achieve the above revenue certain marketing strategies are followed. From fourth quarter of 2012, we are starting our implementation plan.

2. Company Description:

HollisterCo. is a branch of Abercrombie and Fitch, which was established in 1892. Abercrombie & Fitch Co. (“A&F”)1, was publicly listed in NYSE in 1996, through its subsidiaries (collectively, A&F and its subsidiaries, are referred to as “Abercrombie & Fitch” or the “Company”), is a specialty retailer that operates stores and direct-to-consumer operations. Through these channels, the Company sells a broad array of products, including: casual sportswear apparel, including knit and woven shirts, graphic t-shirts, fleece, jeans and woven pants, shorts, sweaters, and outerwear; personal care products; and accessories for men, women and kids under the Abercrombie & Fitch, Abercrombie...