All of the marketing initially will be done on the Internet using three main media: 1) Search Engines, 2) News Groups, 3) Banner trades. The search engine positioning is the only valid method of marketing. This involves efforts at getting the site registered with the eight major search engines including Alta Vista, InfoSeek, and GoTo, as well as with the directory Yahoo/Europe and Yahoo/France. News Groups are a more subtle kind of marketing, wherein mention of the store and its products are listed as "news" items and transmitted to focused news groups. Some 1,200 of these have been identified as relevant for our market and these 1,200 reach an estimated 800,000 women around the world.
The first two media mentioned have only labor as the primary cost. After an initial positioning is achieved with these media, the Banner Trade program will begin. With such a program, banners are purchased on focused sites and the banners are then linked to the Casual-Tees website.
4. The Marketing Mix for Casual-Tees
The marketing mix consists of the 4 Ps of marketing, i.e. product strategies, pricing strategies, promotion strategies, and place strategies. These four types of strategies will be helpful for the company's Management in presenting its products to their potential target customers in the most effective and efficient way.
a. Product Strategies:
Casual-Tees aims to build its brand image as a top quality retailer in the French market. Therefore, it will only offer casual and dress Tee-shirts manufactured by renowned local and international firms. Keeping in view the increasing demand for modern and stylish clothes, Casual-Tees will have to...
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We can use this opportunity to establish loyalty among our existing customers, develop referrals among our customers to their colleagues, and establish our brand and credibility as local suppliers of organic fertilizer of high quality and at a good price to our market. With this in place, it will be difficult for any new market entrants to displace us in our local area as the main suppliers of organic
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