Textile Marketing Campaign

Project Description

A 50-year-old textile manufacturing company, having 27 outlets across different cities in the US, wants to run a marketing campaign. The company wants to increase its profit margins and become a popular brand in the US. They also want to analyze their existing customer data and create a marketing strategy. In this project, you will create a marketing strategy that will help the company become a well-known textile brand and attract more customers over a period.

The textile manufacturing company is new to the online space and wants to make sure they are visible to potential customers. They are not sure which marketing strategy to adopt and how to run campaigns to target potential customers. The details of the company are given below

Brand Age	Annual Revenue	Target Annual Revenue	Current Marketing Model	Brand Investment
50 Years Old	200,000,000	500,000,000	80% Offline & 20% Online	15,000,000

Company Products Details

Product	Age Category	Revenue Contribution
Men’s Casual Jeans	18 and Above	30%
Women’s Saree	18 and Above	20%
Kids’ Wear	Under 5	50%

Note: The brand’s customers live in tier-1 and tier-2 cities in the US

Marketing Plan Components

1. Executive Summary
2.  Situational Analysis
   – Mission         – Vision            – Values           -SWOT             – Products/ Services  
3. Industry Analysis ( PESTLE )
4. Customer Analysis
   – Collect & Analysis Customer Data               – Segmentation           – Targeting ( Customer Persona )
5. Competitor Analysis
6. Defining Goals & KPIs
7. Strategy
   – Tactics (Tasks, Task Owner, Resources, Timeframe, Budget, Media, Channel, Vehicle …… etc.) 
   – Customer Value Journey
   – Put the Marketing MIX in your mind.
8. Analytics & Control ( Feedback, Report & Improve )

1- Executive Summary

• At first, we will define our current position including Mission, Vision, Values, SWOT, and our Products.
• Then we will analyze the factors in our outside environment to benefit from it and define the risks.
• Collect and analyze The Customer Data to understand and target them efficiently.
• We will analyze our competitors to easily compete with them and forecast their moves.
• Defining the Goals we want to achieve and KPIs to measure our success.
• Constructing the Strategy including all tactics, processes, and tools to reach those goals.
• Analyze and Control to measure the performance for detecting faults and improve the process.

2- Situational Analysis

Mission:

We are a 50-year-old textile company in us. Using our skilled employees and high technology, we provide high-quality clothes for men, women, and kids. We aim to achieve the highest level of customer satisfaction through enhanced quality products and timely deliveries.

Vision: 

To be an innovative world brand that is respectful to humans and compatible with technology.

Values:

• Quality
  We strive to utilize our employees and resources to create high-quality products.
• Respect
  Everyone is respected in the company. We have a good working environment for employees and good customer service for our clients.
• Innovation
  We are open to change. We seek continuous improvement through using the latest technology and creative research and analysis team.

SWOT Analysis

Products & Services

Men’s Casual Jeans	18 years old and above     USP: High Quality and Stylish Design	30% of Revenue
Women’s Saree	18 years old and above USP: High Quality, Colorful Design and Medium Price	20% of Revenue
Kids’ Wear	under 5 years old USP: Medium Quality and Low Price	50% of Revenue

3- Industry Analysis

Here we collect and analyze data about all factors in the company environment that can affect our business. There are 6 factors:

• Political: Ex: Safety, Wars, Rebellions and Stability. (Syria is not good for business now)
• Economical: Ex: Interest rate, Inflation, and Unemployment. (Poverty level in Nevada State is high)
• Social: Ex: Cultures, Religion, and Festivals.(Muslim Women Don’t wear Saree)
• Technological: Ex: Be updated to the latest technology tools and concepts. (Using Agile to Improve Work)
• Legal: Ex: Plastics, Animal-based, and Heavy metal materials are illegal in us for fashion.
• Environmental: Ex: Toxic and heavy chemical fashion is forbidden in the US.

Read more about PESTLE Tool for Industry Analysis.

4- Customer Analysis

Customer Analysis consists of three steps:

A- Data Collection and Analysis

Collect and analyze our customer data to understand them well. Data Sources can be Website Visitors, Social Media Followers, Google Ads, Meta Ads, Emails, Customer Agents, Sales Teams, and CRM Software.

B- Segmentation

Divide your customers into groups with similar characteristics. We do this based on factors like:

• Geographic: County, City, Zip Code, and Location.
• Demographic: Age, Gender, Income, Job, Family Cycle, Nationality, Religion, and more.
• Behavioral: Search History, Interests, Hobbies, and buying habits.
• Social: Cultures & Traditions.

C- Targeting Specific Segment (Create Your Customer Persona)

Let’s Create a 3 Customer Personas for our project

Customer Persona One (Named: Ali) (Men’s Jeans)

Demographics:                                                           Geographic:
Age –  25 to 35 years old                                             US – New York
Gender – Man                                                             Behaviors:
Job – IT Engineer                                                         Follow Men’s Clothes Brand on Social Media  Ex: Adidas
Status – Married                                                         Sign Up for Forbes.com and CNN News.
Income – 70 to 85K Dollars                                         He is a Fan of Real Madrid Football Club
Challenges:
– He wants jeans pants that are comfortable because he spends a lot on work and stylish.
– He is willing to pay a premium price for good quality products.

Customer Persona Two (Named: Alice) (Women’s Saree)

Demographics:                                                           Geographic:
Age –  20 to 30 years old                                             US –Nevada
Gender – Women                                                       Behaviors:
Job – Nurse                                                                  Follow Women’s Clothes Brand Ex: Quince
Status – Single                                                             Sign Up for Medical Blogs Ex Penn Medicine.
Income – 65 to 75K Dollars                                         She is a volunteer in the Red Cross.
Challenges:
– She wants a comfortable Saree with good design and colors.
– She wants an economical price product.  

Customer Persona One (Named: Soma) (Kids’ Wear)

Demographics:                                                           Geographic:
Age –  30 to 45 years old                                             US – Kentucky
Gender – Women                                                       Behaviors:
Job – Part-Time Teacher                                             Follow Kids’ Clothes Brand on Social Media  Ex: Babe
Status – Married                                                         Sign Up for Cooking Blogs Ex Pinch Yum.
Income – 40 to 60K Dollars                                         She follows Parenting Blogs Ex Scary Mommy.
Challenges:
– She wants good design clothes for her kids that are made from healthy materials.
– She prefers low-priced products with medium quality. 

5- Competitor Analysis

• First, we identify our competitors.
• Then, we use all tools and resources available to analyze and understand our competitors
  Ex Pricing Strategy, Channels They Use, Advertising Budget, Offers and Discounts.
• Knowing your customer makes it easy for you to win the market share and predict their strategies.
• We also can make a SWOT Analysis for our competitors. 

6- Defining Your Goals & KPIs

Our Goals must be SMART (Specific, Measurable, Attainable, Relevant and Time-bonded)
For Our Textile Company, We Will Have Three Goals:

• Goal One – Increase Our Revenue By 10 % In the Coming 6 months. (Goal One)
• Goal Two – Double Subscribers on the Company’s Social Media and Website in The Coming 3 months.
• Goal Three -Increase Engagement by 50% on the Company Website for the coming 4 months.

Creating KPIs based on our defined Goals to measure your success.

• Goal One – Conversion Rate. Number of Sales. Average Order Value.
• Goal Two – Lead Generation. Subscribers Number.
• Goal Three – Comments, Likes and Shares. Visitors Number. Visit Time. Video Watch Duration. Bounce Rate.

7- Marketing Strategy

We defined the current situation and the goals we would like to achieve.
The Strategy shows what to do to reach those goals.

The Strategy for Textile Company

# For Increasing Awareness

Task	Task Owner	Timeframe	Budget	Comment
Write Blogs on the Website talking about the Company’s History and Our Products. Use Search Ads to Increase The Traffic.	Content Marketer Copywriter SEM Specialist	2 Blogs every Week.	250$ For every Blog.
Create Short videos on Instagram and Facebook to show our latest Designs. Use Meta Ads for Promoting Videos.	Graphic Designer Videographer SMM Specialist	2 Videos every week.	200$ Per Video.

# For Increasing Engagement

Task	Task Owner	Timeframe	Budget	Comment
Write education and Funny blogs Ex How to match your clothing colors. Ex Celebrities Saree Trend.	Content Marketer Copywriter	3 Blogs every Week.	100$ For every Blog.
Also create Funny and useful Videos. Ex Fashion Trends For New Years	Graphic Designer Videographer	4 Videos every week.	100$ Per Video.

# For Increasing Conversion

Task	Task Owner	Timeframe	Budget	Comment
Send Emails with offers and Discounts for our Customers.	Email Specialist Graphic Design	1000 emails every week.	MailChimp 200$ / Month
Create Short Ads on Social Media With Offers and Discounts.	SMM Specialist Graphic Designer	4 Videos every week.	300$ Per video.

Note) We should analyze 4Ps (Marketing Mix) for our business and keep it in mind while construct the strategy

8- Analytics & Control

We should always track our results to find our mistakes and areas of improvement.
Control Steps:

• Measure the Performance
• Compare it With Standards
• Find The Gaps and Analyze the Reasons for Those Gaps
• Taking Corrective Actions

I hope you enjoyed reading the project. If you need any help with your project Feel Free to Contact Me.