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Marketing Plan

1. The marketing plan targets men and women ages 22-30 who are exploring their identities and looking for direction in life. 2. The Rorbanist brand concept is inspired by late 80s/early 90s culture and focuses on contemporary, deconstructed silhouettes. 3. The objective is to create a fashion line that allows self-discovery through bold yet elegant pieces. Collections will launch in September, October, and November to target back-to-school, t-shirts, and holidays.

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Duc Ng
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50 views8 pages

Marketing Plan

1. The marketing plan targets men and women ages 22-30 who are exploring their identities and looking for direction in life. 2. The Rorbanist brand concept is inspired by late 80s/early 90s culture and focuses on contemporary, deconstructed silhouettes. 3. The objective is to create a fashion line that allows self-discovery through bold yet elegant pieces. Collections will launch in September, October, and November to target back-to-school, t-shirts, and holidays.

Uploaded by

Duc Ng
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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MARKETING PLAN

1. + Heritage: rebellious, aggressive


+ Spiritual: antique
+ Nature: technology, modern, future, cyber

2. Cool men – genZ (1995 -2009)


26t - 30t & 12t – 16

3. TARGET – (22/23 & 29/30)


+ Men: lesbian, gay, open minded
Lesbian : feminism, empowering, want to be stylish whenever going out but still elegant or chic
+ Income: 7-10m to 20m
+ work and Enjoy (career is a tool, personal hobbies, college)
+ Flexible, Reliable, Responsible, Elegant
+ Average Health/Body Shape.
+ Speed (moto/ car), hand/soft music, group of friends, stimulant, drinks, tattoo,…, wealthy.
+ Communist/VN
+ Middle class
+ Occupation: creative- mkt/media, designer, artist, young(bar)
+ Religion:Christian x buddha.

4. BRAND CONCEPT
+ Based on SG culture – east x west, apocalypse, religion
+ Keyword:
a. Fresh - heritage, recover, balance
b. Flexible, versitale/functional
c. Optimistic, inspiring, enjoyable

5. CREATIVE BRIEF ( MKT)


Data depends on target:
+ family, health, income, jobs, friends, knowledge, entertainment, social status, religion, politics.
+ brand concept/ company background.
+brand voice/vision
+insight/project overview
+simple minded though/objectives

+ Execution requirement -> constraint


- Platform ( media,tv,…)
- Print (prochuse, outdoor ads, …)
- Devices ( pc, mobile – android, IOS,…)

+Budget

+Timeline
+Design/Creative notes.

Insight ( vấn đề gặp phải )

- They need purpose to be living/ working/ fighting for


- Direction

Single minded thought ( thực trạng )

- For men who don’t know direction for their lives


- Search for stimulant to escape from cruel reality

Brand voice

- Mondrian minimal
- Active/functional
- Open minded/airy

Objective ( giải quyết )

Obstacle ( khuất mắc )

SWOT

Strength

+ design- exclusive, wearable, trendy, story

+ process – data analysis

+ networking

+ communicate

+ observation

+ quality of product

+ supplier

Weakness

+ budget

+ relationship

+ supplier

+ lacking of exps. in producing


+ human resources

+ brand name

+ reputation

Opportunity

+ local brand doesn’t care of quality of fabric

+ lacking of experiment in fabric ( local brand : especially some small sporty brands )

+ almost of local brand not focusing on their brand value, window display ( same layout ), brand
awreness, as well as quality of product ( finishing ).

+ lacking for creative in product

Threat

+ compete in copycat brands, conceptual brand

+ saturate market

+ new local brand grows every day

4ps:

1 PLACE:

Facebook, Instagram, Lazada, website, tiktok

2 PRICE:

Basic item: 300 – 400k

Creative item: 500- 700K

3 PROMOTION: sale, video or image campaign, content, distribution channel ( tiktok, fb, insta,…)

4 PRODUCT: shirt, trousers, oversize tshirt, accessories, jacket

List to do:
+ Làm post schedule

+ tìm hiểu chạy ads fb & Instagram

+ marketing plan powerpoint:

1. Prism + creative brief


2. Brand concept + info
3. Customer board + info
4. 4ps
5. Competitor  mapping ( trend, quality, style, price )
6. Swot
7. .
8. .
9. .
10. .
11. Model, photographer
12.
13.
14. Distribution channel ( fb, insta, tiktok, shopee, Lazada)
1. CREATIVE BRIEF
a. Brand background
+ Rorbanist is a fashion high street brand for men and feminism, with the inspiration
from almost late 80s to early 90s culture.

+ Contemporary is one of the main elements that go along with the brand concept. With
the sophisticated detail and elegant silhouette through textile, printed pattern, and
tailored finishing.

b. Objective
+ create a fashion line for men & feminism that require to be bold but elegant, in a
period of discovering themselves

c. Target
(22/23 & 29/30)
1. MEN: in the middle of millennials and genZ ( 20 – 25 ), they can be straight or gay
with open minded though, want to try on something that fit their lifestyle but not
too basic.

2. LESBIAN & FEMINISM : feminism, empowering, want to be stylish whenever going


out but still elegant or chic
__________________________

+ Income: 7-10m to 20m


+ work and Enjoy (career is a tool, personal hobbies, college)
+ Flexible, Reliable, Responsible, Elegant
+ Average Health/Body Shape.
+ Speed (moto/ car), hand/soft music, group of friends, stimulant, drinks, tattoo,…,
wealthy.
+ Communist/VN
+ Middle class
+ Occupation: creative- mkt/media, designer, artist, young(bar)
+ Religion:Christian x buddha.

d. Brand identity
+ rock 80s – early 90s
+deconstruction detail
+ contemporary
e. Insight
+ they are lost, mess and confuse
+ they need to be guided back on their track
+ they truly want to change but don’t know where to start

f. Single minded thought


+ for both men and women, who are on the way finding themselves, having mess and
experience in life, know how to transform from extremes to positive, sometimes
escaping the reality because it’s too cruel

g. Execution requirement ( billboard, brochure, fly, distribution channels,…)

You have to make somenoise if you want to be happy


PROBLEMS:
+ nếu như ôm đồm hàng hóa thì giải quyết ntn
+ nếu hoàn lại đc vốn thì nguyên nhân nào hoàn lại được
+ nếu lỗ nhiều thì nguyên nhân dẫn tới việc lỗ
+ nếu làm collection này thì nên cân nhắc làm áo thun only, hay thêm items khác như quần,
khăn, etc…
+ nếu làm thêm đồ fashion thì sẽ chạy commercial ntn, và mục đích social media để làm gì, cần
bao nhiêu tiền cho nó.
+ nếu trong trường hợp chỉ làm áo thun thì số vốn cần dự trù khoảng bao nhiêu để đạt đc doanh
thu đề ra. ( áo thun đem wash, xử lý, printing…) ( packaging, vải, producing, quantity, colors,
photoshoot, boost ads )
+ áo thun + fashion: ngoài dự trù áo thun ra, bên fashion sẽ làm số lượng bao nhiêu
+ từ idea và sản phẩm thì cần làm plan marketing ntn, present hình ảnh phù hợp và trong chi
tiêu cho phép nhưng phải đem lại hiệu quả ntn, nếu những yếu tố trong mkt có những cái ko cần
thiết có thể skip, coi kênh nào reach ổn thì tập trung kênh đó ( thử nghiệm để hiểu đặc thù từng
kênh )
+ SERVICE: làm những gì??( packaging, shipping,etc…) dịch vụ đi kèm vs collection concept
+ customer service: trả lời cmt, tin nhắn customer

Tháng 9 – first collection – back to school


Tháng 10 – áo thun collection
Tháng 11 – holiday ( Christmas, tet,etc…)

1. + research những thời điểm các brand hay sale để tránh, post trước 7 hoặc sau 7 ngày
+ tìm hiểu những ngày sale shopee, tiki, Lazada, các local brands.

2. xem phản ứng audience khi thấy sản phẩm trên các platform, tổng hợp data, độ reach các
kênh.

3. Research những dịp xảy ra trong năm, độ tiêu thụ sản phẩm theo tháng, mùa trong năm.

4. Tìm hiểu tỉ lệ dân số, sống ở đâu nhiều, demographics, người trẻ sống ờ đâu nhiều.

5. Test vải in, wash ( sau khi giặt có bị gì ko, rút vải, dãn vải,etc…)
6. Tìm hiều về giá sp.

7. Budget marketing, photoshoot, models, posing, chạy channels ntn.

COLLECTION – 7 LOOKS
+ trendy item mix DNA of rorbanist
+ textile – printing

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