Marketing Plan

Contents

1.0 Executive Summary 5

2.0 Situation Analysis 6

2.1 Market Summary 6

2.1.1 Market Demographics 7

2.1.2 Market Needs 8

2.1.3 Market Trends 9

2.1.4 Market Growth 10

2.2 SWOT Analysis 10

2.2.1 Strengths 10

2.2.2 Weaknesses 11

2.2.3 Opportunities 11

2.2.4 Threats 11

2.3 Competition and Buying Patterns 12

2.4 Product Offering 12

2.5 Keys to Success 13

2.6 Critical Issues 14

3.0 Marketing Strategy 14

3.1 Mission 14

3.2 Marketing Objectives 15

3.3 Target Markets 15

3.4 Positioning 16

3.5 Strategies 17

3.6 Marketing Mix 18

3.7 Marketing Research 19

4.0 Financials 19

4.1 Sales Forecast 19

4.2 Expense Forecast 20

5.0 Controls 20

5.1 Implementation 21

5.2 Marketing Organization 21

5.3 Contingency Planning 21

1.0 Executive Summary

Natural Curves is a start-up retail clothing store located in downtown Miami, Florida. The clothing line is designed specifically for plus-size women and is designed for three different age groups, 25-34, 35-44, and 45-54. Miami needs a clothing store that accommodates the needs of plus-size women of different ages, as the majority of clothing lines are designed with tall slim women in mind, regardless of age. The average American woman in the United States is a size 14 or larger, yet there is vey little fashion focus on these sizes. Currently, plus-size women must either order their clothes from catalogs or have them custom made. Younger plus-size women often find themselves purchasing clothing made for older women due to the lack of fashionable designs made specifically in their size. In addition, Miami offers very little options in regards to physical retail stores carrying plus size fashions at affordable prices.

Natural Cures will have an unmatched, extensive selection of fashions for plus-size women featuring built-in shape wear to accentuate their "natural curves", while shaping trouble areas such as tummy, bust, buttocks, and thighs. Although plus sizes are available through catalogs, Natural Curves will provide plus-size women the opportunity to try on clothes prior to purchasing them.

This marketing plan will identify Natural Curves' target market and will explain our strategy to help meet our customers' needs. Additionally, it will provide an in depth analysis of our competition and what steps will be taken to maintain a competitive advantage.

2.0 Situation Analysis

Natural Curves is entering its first year of operation. A comprehensive marketing plan is required to reach profitability and ensure future success. Natural Curves offers an unprecedented selection of current women's fashions targeted specifically towards plus-size women sizes 14 to 28. Our clothes are specifically designed for plus-size women in three different age groups.

2.1 Market Summary

Natural Curves has successfully identified its target market and knows a great deal about the common attributes of its customers. Natural Curves will leverage this information to better understand who should be served, their specific needs, and how Natural Curves can better communicate with them.

Target Markets

2.1.1 Market Demographics

The profile for Natural Curves' customer consists of the following geographic, demographic, and behavior factors:

Geographic

Ð'* The immediate geographic target is the city of Miami.

Ð'* A 45 mile radius is in need of the products.

Ð'* The total targeted population is estimated to be 203,111.

Demographics

Ð'* Age range 25 - 55.

Ð'* 34.4% of customers are ages 25-34.

Ð'* 36.9% of customers are ages 34-44.

Ð'* 28.8% of customers are ages 45-54.

Behavior Factors

Ð'* Plus-size women ages 25-34

o Aware of different fashion trends

o Want to feel beautiful and sexy

o Want easy travel, care

o Find shopping difficult due to limited choices

Ð'* Plus-size women ages 35-44

o Aware of different fashion trends

o Want to feel beautiful and sexy

o Want convenience and quality at affordable prices

o Have very little time to shop

o Find shopping difficult due to limited choices

Ð'* Plus-size women ages 45-54

o Fashion conscious but want to be comfortable

o Want to feel beautiful and sexy

o Price sensitive, looking for affordable prices

o Have more time to shop

2.1.2 Market Needs

Natural Curves' clothing line is designed specifically for full plus-size. Although the average American woman is a size 14, the majority of clothing lines are designed with thin women in mind. Additionally, plus-size women looking for the