Marketing Leadership: Boutique Retail Marketing Consultancy- Marketing Plan Assignment

Internal Code: 5ID

Marketing Plan Assignment:

Scenario: Shaver Shop has approached your boutique retail marketing consultancy and is seeking recommendations on developing its first larger format store. Rather than being in a shopping centre this will be a free-standing store with a much bigger footprint. Consequently, Shaver Shop is seeking input on new store location, product adjustments and a launch plan.  Task: Specifically, your recommendations are to cover: Location - the actual location you recommend for this first larger format store [a specific street address not just a suburb]. You will access an online database [ABS Quick stats] to support your recommendation. Customization of the ‘Total Product’- as this store has a much larger footprint [i.e. it is much bigger] there is much More scope to make a more substantial product offering. Given this extra space, the various adjustments and Augmentations you suggest are made to the Shaver Shop’s standard product offerings to ‘better’ meet the needs of the target market in this new location and further differentiate them from online offerings such as Amazon. Launch Communications Plan- a bullet point launch communications plan for the first 100 days of this new outlet. This Plan recognizing that for a new outlet ‘priming the pump’ of the sales pipeline by attracting lots of ‘first time’ customers is a key task. What offers will reduce risk and encourage trial? Given that this is a national group, you have been asked to present your recommendations in an 8-minute podcast that will be viewed by Shaver Shop’s head office staff in Melbourne and key staff in different states. You will not be present at the viewing, and to make a good impression your presentation needs to have a logical flow, be clear, and concise, and of a Professional standard.