Place, Product, Price, and Promotion Essay

Fashion companies are often more determined to target the youth. It is, however, practical to focus on the niche of older women in the 40-60 age bracket. This idea is based on the fact that these women know what they are looking for and most of them are employed and receive a steady income. With this reality, it is crucial to analyze Moschino as a brand strategizing to cater for older women. The marketing approach based on 4P's is critical for underlining the profitability and viability of the concept.

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Sice the target is older women, it is necessary to choose suitable activities to make the product available to customers. In this case, Moschino's channels, inventory, locations, transportation, and inventory have to be evaluated. The existing stores act as the primary places for product access but to accommodate those older women who cannot spare time to visit the shops, an online store has to be used. This means that Moschino has to find top retailers for their products and enroll in online reselling websites. This approach ensures access by a majority of the concerned population.

The product is a crucial tool when it comes to ensuring successful marketing. In this case, Moschino's strategy is to provide a suitable product design. The design is based on the description of needs and the fact that the older women targeted are at the peak of their careers. Such women need a variety of clothes in their wardrobes and to match the changing bodies as they age. For this reason, the designs should be many and accommodate the women who are willing to accentuate their looks (Saricam, Aksoy, & Klaoglu, 2012). The product needs to be categorized as either leisure or official based on the occasion of use. Nevertheless, Moschino identifies itself with comfortable and fitting products for the older women.

The price of products for the older women needs to be considerate of the financial ability of the older women. In this case, most of them being career women implies that they have a large spending capacity, but at the same time, they have responsibilities and commitments as most of them have children and families. The prices set ought to be premium in comparison to youthful markets because the career women desire the best quality (Holmlund, Hagman, & Polsa, 2011). There is no need to provide cheap products but with less class because they will not be appealing to the consumers. When it comes to means of payment, flexibility is vital to allow for diverse modes including cash payments, credit cards, and bank transfers.

When having the product and proper avenues of distribution, it is still necessary to promote it to the target consumers. In this case, understanding the interests of the older women is essential. For instance, promotions and ads should run in the magazines read by the business class career women. The adverts should also be brought up during prime time business news for the target of official career women. As much as advertising through the print and online means are favorable, Moschino should prioritize gaining promotion through word of mouth. This is by getting salespeople in stores as well as to guide online shoppers. Another critical and indirect advertising by way of mouth is through the consumers. For this reason, proper after sales services and relations are needed to encourage the consumer to come back with friends and recommend the brand. This is in addition to product quality described above.

Conclusion

Conclusively, it is evident that older women are a potential market for the profitability of the Moschino brand. It is then necessary to do adequate planning based on the 4 P's as discussed and to put a lot of emphasis and dedication to guarantee product success. With the implementation of a suitable marketing strategy, then it is possible to deal with competition.

References

Holmlund, M., Hagman, A., & Polsa, P. (2011). An exploration of how mature women buy clothing: empirical insights and a model. Journal of Fashion Marketing and Management: An International Journal, 15(1), 108-122.

Saricam, C., Aksoy, A., & Kalaoglu, F. (2012). Determination of the priorities of customer requirements and quality in apparel retail industry. International Journal of Business and Social Science, 3(16).