Marketing Management

Project

TOPSHOP

• A well known British multinational retailer brand

• Affordable High-Street Fashion• Innovation and style• Fast Fashion• Clothing• Shoes• Make-up• Accessories • Operations in 37 Countries and Online• Owned by ARCADIA group, 92% ownership of

Philip Green• Sister Concerns: Burton, Dorothy Perkins,

Miss Selfridge

INTRODUCTION

• Founded in 1964 as “Peter Robinson’s Top Shop”• A youth Fashion brand• First stand alone store opened in 1974• Transformed from a down market outfitter in the 1990s

to a seriously cool trend setting brand – HUGE GROWTH IN SALES

HERITAGE

• Biggest supporter of British design talent• Sponsored internationally recognized

NEWGEN scheme since 2002

PERSONALITY, ACHIEVEMENTS AND ACCOLADES

• Career booster for known designers & new ones

• Christopher Kane, Jonathan Saunders, Marios Schwab

• Brand associations with Kate Moss, Barbara Hulanicki

• “A dream factory that initiates and innovates, and creates its own fashion“ – The Face

STRATEGIC BUSINESS UNIT

• Clothing & Accessories for Working Individuals

• One Stop Solution for all needs pertaining to the look at the office

• Men & Women Clothing

• Modern Eastern wear & Western wear for Women

• Modern Western wear for Men

• Ties, Belts, Shoes, Cuff Links, Wallets, Money Holder, Mobile Covers, Laptop / Tablet Holders, Bags, Daily Planners

Working Woman

Cotton&Cotton

Chester Bernard

JafferJees

Hub Leather

COMPETITORS

PESTLE findings:• Unstable Political Climate• Electricity Crisis• Apparel Manufacturing Industry is

largest industry in Pakistan and highest share of GDP (but mostly for import)

• Low Threat of New Entrants in Fast Fashion

• No Local Market Leaders• Fashion Consciousness in Pakistan

SITUATION ANALYSIS

• Evolving Fashion Trends• Family Structures have

changed• Social Media and Cable TV

has increased exposure / changed mindsets

• Labor Laws are comparatively lenient and labor is cheap

• Environmental laws are close to non existence.

Internal Analysis:• Fast Fashion• Affordability• Accessibility• Variety & Turnover of stock• International Brand Image• Convenient and Tech Savy brand• Brand positioning as socially responsible (charity work w/

PETA)• Awards and Accolades (mention in VOGUE, association of

top names in fashion industry)• Additional services (Student discounts, Style Advisors,

café, Nail Salon)

SITUATION ANALYSIS

PORTER’S FIVE FORCE MODEL:

1. Threat of Substitute Product – Moderately Favorable

2. Threat of New Entrants - Moderately Favorable

3. Bargaining Power of Buyers – Favorable

4. Bargaining Power of Suppliers – Favorable

5. Competitive Rivalry – Moderately Favorable

SITUATION ANALYSIS

Strengths:• Wide Variety• Latest catwalk styles at

affordable prices with the shortest possible lead times

• Free personal style consultants

• Global name• Competitive pricing• Experience of marketing in

diverse cultures.• Specialist Collection –

Maternity, Baby wear, Tall, Petite, Vintage

SWOT ANALYSIS

Weaknesses:

• Minimal advertising.

• Low in store inventory.

• Pakistani people are unaware about the brand.

• High end quality retailer - so it will be appealing to those who are willing to spend.

Opportunities:• Scarcity of good quality

apparel & variety.• Fast growing demand from

Asian markets.• TOPSHOP can further

franchise for different cities.• TOPSHOP with all its

financial muscle has the ability to become a market leader.

• With evolving fashion trends and fashion forward culture of target market in Pakistan, it can prove to make its mark.

SWOT ANALYSIS

Threats:

• Political conditions in Pakistan are not stable.

• Economic Conditions are not welcoming with currency depreciation & volatile interest rates.

• Strong competitors like Debenhams already entered Pakistani Market

• Competition from Chinese manufacturers in Pakistani market.

• Build Brand Presence in key metropolitan cities of the country within 6 months to a year

• To open 8 outlets all over Pakistan within a span of 2 years.• To acquire 25% of market share within a span of 2 years.• Associate brand with young entrepreneurs & executives and

High Street Fashion through digital media, for highest brand loyalty, within a year.

• Make it an office name. Working Class H2T should be the talk around the office. Customers can sometimes be the best brand ambassadors.

MARKETING OBJECTIVES

Segmentation & Target Market:• Homogenous market segment of Upper, Upper-Middle & Middle

class• Working Class (White Collar)• Receptive to Change & Want to fit in (Leaders & Followers in

trend setting)• Urban area (50% populace lives in towns)• Market potential from 24-40 yr olds (white collar workers) M/F• Independent purchase decisions • Earning and Spending hand is the same.• Income Bracket: PKR 25,000 – PKR 250,000• Executive, Managers, Artists, Media Personnel• Ambitious, Talented, Go-Getters, Socially active, Fashion concious• Look for Quality & Convenience

MARKETING PLAN

Positioning and Differentiation:• Hip Fashion Forward Brand• Colors, Cuts, Designs, Affordability• Renowned trademark• R&D for competitive edge• Fashionable & Decent but trendy line for women• Conservative but good quality product for older age bracket

(MEN)• Accessories for all tech savvy professionals (Mobile cases, laptop

cases, wallets, bags, shoes etc)• For Tech Savvy, easily influenced professionals moving from

university to work life• Psychological queues: Stylish, Trendy, Fast Fashion, Comfortable,

Affordable, Top Quality

MARKETING PLAN

“Work, but look good doing it”

“Don’t just work the part, look it”

“Seal the deal, with a kick in your heels”

MARKETING PLAN

Product• A Fast Fashion, up to date brand that is unique with highest quality,

designed for professionals. 

Price• Affordable prices, regular sales and discount cards.

Promotion• Awarenes through hoardings, magazine shoots, event sponsorships,

fashion shows, articles, mobile masked sms and social media. • Association of young and exceptional personalities in the corporate

world with the brand as brand ambassadors – Brand Endorsement

Placement• At retail outlets of Working Class H2T – Commercial areas of

Metropolitan cities 

E-Business:• Social Media will play a vital role in promotion and advertisement• Interactive website for TOPSHOP Pakistan, available for online

shopping and customer service with semiannual SEO for the website.

MARKETING MIX

Heads Expense (USD $) Duration

Market Research 1000 Per year

Shop Fascia 200 Yearly

Website & SEO 850 Upgradeable

Print & Magazine 4000 Yearly

Hoardings 1000 Varying Durations

Social Media Marketing 3000 Per Year

Mobile SMS 1500 Per Year

Event Sponsorships 8500 Once a year

Agency fees 8000 Yearly

Creative Design 4500 Yearly

     

Total Expense 32,550 Approximate figure

PKR @ 98.27 3,198,689 Approximate figure

     

     

     

MARKETING BUDGET