Paper Example on Marketing: Creating Product Awareness & Attracting Consumers

MARKETING

Marketing is an approach for creating product awareness and attracting consumers to purchase a company's product. It is an instrumental function in meeting the company's bottom line, brand positioning, and developing a value proposition for the corporation in the target market. Social media platforms have revolutionized marketing today. People visit social sites to review products they wish to purchase. Besides, online purchasing is growing at an increasing rate. Hence, corporations have shifted their marketing strategies to incorporate social media platforms such as Facebook and Instagram to attract and engage consumers. This article aims to develop marketing strategies for sophisticated evening wear "Glam Me" on Instagram.

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Industry

The fashion apparel industry is one of the largest sectors globally. It is traditionally segmented into clothing for men and boys, and women and girls. It encompasses the production of clothing from different textiles for different uses, shoes, and accessories (Jang et al., 2012, p. 62). The fashion apparel industry has also been divided based on economic factors such as investment, wholesale and retailing. However, as the industry evolved, these sub-sections merged to enhance the profitability of the corporations, increase value for customers and dictate how products reached the end consumer.

Introduction

The fashion apparel industry operates based on various market drivers. First, corporations have to focus on consumer demands and set trends for the industry. Consumers choose various clothing items for different reasons. For instance, corporations have developed clothing for outdoor activities, extreme activities, for the workplace, casual and simple, as well as elegant and sophisticated evening and ball wear (Jang et al., 2012, p. 62). Such categories mirror the needs of consumers in the market. For corporations, they set trends by adopting new designs and fashion trends to pull consumers.

Competition is also a significant driving factor in the fashion industry. Corporations in the fashion industry, both international and local, offer clothes for various uses and at different income levels (Jang et al., 2012, p. 62). Companies choose to offer premium fashion clothes for middle class and low budget trendy apparel. However, in some cases, companies provide clothing for different income classes and different uses. Competition, therefore, requires companies to be innovative and become fashion trendsetters. Other corporations have developed new ideas that meet different needs and serve specific market niches. Hence, competition and changes in consumer demands and lifestyles have necessitated the evolution of the fashion industry.

Product

The fashion industry serves different consumer needs and lifestyles. The proposed product, "Glam Me," is a sophisticated evening wear for women. "Glam Me" targets the lavish lifestyle of celebrities and other high-end consumers that seek to have a glamorous look (Singh,2012, p.40). The sophisticated eveningwear can be worn on various occasions and events. The target market is women of all ages that desire to look chic in different events. For instance, the sophisticated eveningwear can be worn to dates, birth parties, galas, prom among other glam events that people want to attend. It seeks to ensure that women feel confident in what they wear, look fashionable and glamorous while achieving the look as pocket-friendly prices.

As noted, the sophisticated evening wear targets women of all ages. The marketing strategy will focus on different elements of the products. First, the evening dresses will be made from various textile materials and in innovative designs that meet the fashion lifestyle of different people. Secondly, "Glam Me" will be tailor-made according to consumer demands to ensure that the product offered includes the needs of the target market. Finally, it will offer different products based on the income level of consumers. It will ensure that it can penetrate a diverse market and meet the demands of consumers for the products (Jang et al., 2012, p. 62). Therefore, the designs, material, and pricing of "Glam Me" are elements that the marketing strategy will focus on to add value to consumers.

Market Opportunity

The target market includes women from different ages and income levels who seek sophisticated looks for different occasions and evening wear. This target market presents a significant demand for the company. First, since clothing is purchased regularly, the market offers an opportunity for the company to achieves a high stock turnover during the operating year (Jang et al., 2012, p. 62). An increase in stock turnover and sales during the year will contribute to the profitability of the company. Besides, the market has a large number of consumers that seek to embrace a sophisticated look in their fashion style. "Glam Me" can meet these needs and develop a loyal consumer base that enhances the company's profitability and survival in the market.

Secondly, based on the appeal of "Glam Me" to consumers, the target market provides an opportunity for the product to establish a superior brand position in the industry. The sophisticated evening wear is a product offered by local and global corporations. The market is highly segmented, and the market share of companies diluted (Jang et al., 2012, p. 62). However, the sophisticated eveningwear seeks to create a value proposition by developing products that enhance the confidence of women and enable them to achieve the glamorous look they desire at a pocket-friendly price level. "Glam Me" has an opportunity to attract consumers as the fashion lifestyle is highly evolved, and consumers are always seeking products that are unique to their tastes. It will enable the company to capture this market niche and improve its brand position in the market.

"Glam Me" aims to meet three consumer needs that offer an opportunity for the company to venture into the target market. First, "Glam Me" seeks to provide a sophisticated and glamorous look for its clientele. Women want to feel special on different occasions and have a confident attitude in life. "Glam Me" seeks to provide evening wear that accentuates these qualities. Secondly, consumers need trendy fashion styles that make them stand out and are aligned with their personalities. Through consumer engagement, "Glam Me" will meet these needs and attract a loyal consumer base. Thirdly, "Glam Me" understands that achieving a glamorous look can be costly. It will offer unique, quality and trendy clothing at pocket-friendly rates. This need allows the product to penetrate the market and attract a substantial market share easily.

Message to Customers

"Glam Me's" message to customers seeks to communicate the value proposition to its clients. Its slogan on the Instagram advertisement and promotions will be 'Glamorous, quality brand products for every woman and affordable prices." The promotion and marketing strategy on Instagram aims to attract consumers who need outfits that can improve their confidence. Also, it gives them a glamorous look for every occasion they attend. The product aims to ensure that consumers feel acknowledged and their needs incorporated in developing various products (Jang et al., 2012, p. 62). In communicating this message, "Glam Me" will present itself as a product that acknowledges differences in women's body shapes, sizes, skin color, age, lifestyles to create an all-inclusive product. It will help meet the dreams of its target market, add value and ensure that these women face life with confidence and have a positive and new outlook in life.

Secondly, "Glam Me" is not like other premium brands that offer similar products and at high prices. The product's message seeks to ensure that consumers understand that they can achieve what they desire for low prices. First-hand sophisticated evening wear has often been associated with high rates that are unaffordable to customers with low incomes. These customers either choose to rent or seek second-hand products to achieve the looks they want. However, these options, while providing a pocket-friendly alternative, fail to create a unique experience for clients. Hence "Glam Me" will ensure that consumers have exclusive wear at low rates. "Glam Me's" message to consumers, therefore, holds that the product will actualize their fashion lifestyle dreams at economical prices. It gives them a unique experience and boost their confidence.

Satisfying Customer Needs

"Glam Me" offers a category of products that aims to meet the fashion lifestyle of customers. The marketing strategy will communicate the features of the product that makes it unique to the market. The offers propose providing consumers with evening wear that is elegant and sophisticated. It seeks to ensure that clients feel confident in what they wear. It will offer products that articulate the fashions sense of individuals, as well as ensure that their personalities are communicated (Jang et al., 2012, p. 62). Secondly, the category of products meets the fashion sense of customers with small budgets. It guarantees that these clients can afford unique and elegant wear at their preferred budgets. Hence, the value proposition involves actualizing fashion dreams and taste without creating a strenuous budget for clients, thus satisfying their needs.

Strategy to Acquire New Customers

"Glam Me" seeks to conduct its marketing strategies on social media, specifically the Instagram platform. "Glam Me" will run a referral program to help acquire new consumers. Through Instagram marketing, the product will create awareness of the product to potential consumers. Clients who choose to purchase from the company will be enrolled in a referral program. The program offers them awards and discounts if new customers buy the product using their referral code. This tactic will ensure that existing customers become brand ambassadors (Singh,2012, p.45). They will encourage other potential clients to purchase "Glam Me" products. Also, the product will utilize the optimization of the search engine and the landing pages to attract more clients. These strategies will ensure that "Glam Me" has a high viewership that turns clicks into actual purchases.

"Glam Me" will use crucial key performance indicators to measure its performance through online marketing. These KPIs include clicks, brand mentions, profile visits, followers and likes. Since the primary marketing platform for "Glam Me" will be Instagram, the KPI include the number of followers and fans for the company's products. This indicator signifies the extent of brand and product awareness in the market (Singh,2012, p.43). It also develops a comparison measure with other competitors. Secondly, "Glam Me" will post images of its products. The number of likes will show that the consumers appreciate the company's products. Finally, brand mentions, clicks and profile visits will signify the number of potential clients, customer brand engagement and loyalty. These indicators are essential for measuring the success of the marketing strategy and creating brand awareness.

Marketing Mix

The product strategy focuses on the features of the product that differentiate it from competitors. "Glam Me" is a category of sophisticated evening wear for women of all sizes, skin color, and age. The product seeks to offer consumers will elegant wear that is...