Ans.:- Promotional Strategies used by the Peter Alexander are same as used by the other companies. They promote their product through advertising, public relations and direct marketing also. There are different new concepts in the marketing that is used by the Peter Alexander to promote their product in the market. They are planning to launch their products in new markets also. They had made a plan to launch their brands in US, China, Japan & other parts of the world also.
Target Market for the Women Wears
Target market for the women wears presently is the women’s that are belongs to the age group of 19 to 39 of Australia and New Zealand. Products of Peter Alexander are designed by keep in mind of this age group. Promotional objectives for the women wears are discussed as follows:
Market Exposure: – One of the major objectives for the marketing plan is to get maximum reach and reception at minimum cost. If you can able to formulate the plan in proper way, you can easily create the demand for your product among the customers and earn good profits. For the products of Peter Alexander they had make a strong marketing plan through which they had a strong marketing image for their brands. If Peter Alexander wants to launch there products in new markets then they have to survey the culture of that country also.
Processing of the Promotion Mechanism:- Promotional mechanism for the Peter Alexander brands is clear and they used some different concepts of marketing to promote there products.
Communication Effects:- In Communication effects we just study that how to communicate the image of the product to the ultimate consumers. Peter Alexander had created a strong brand image in the mind of the consumers by their good quality and designable products.
Target Audience Action:- The need of the audience that is targeted for the product is also studies. The requirements of the consumers, income level of the consumers are keeping in mind.
Available Resources: – Whenever we are concentrating on the promotional strategies we have to concentrate on the available resources by which we have to present the product in the market. Major resources are the money that has been spends by the Peter Alexander to advertise their product.
Target Markets for the Kids Wear.
Target Market for the kids wear is presently is the kids that are belongs to the Australia and New Zealand. The products of the Peter Alexander are more fashionable. Following are the promotional objectives for the kids wears:
Market Exposure: – In kids wear of Peter Alexander customer reach is targeted by keeping in mind the minimum cost.
Processing of the Promotion Mechanism:- Promotional mechanism for the kids wears is to make the product popular in the mind of each and every child of the Australia and New Zealand.
Communication Effects: – Products of Peter Alexander are communicated to the kids by concentrating the requirements and interest of the kids. Their main objectives is to create the popularity of the products in the minds of the consumers
Target Audience Action:- The need of the target audience is considered as kids can be attracted through the different designs of cartoons that are recently popular in the market.
Available Resources:- availability of the resources is same as for the women wears.
By concentrating on these strategies there are some promotional objectives of the Peter Alexender.
To expand the market for the existing to products to increase the popularity and profitability also.
To create the demand for the products in the market marketing plans should be clear.
The features or actual products should be clearly communicated to the consumers.
To enter in the new markets there should be a little bit amendments in the products are required according the culture of the country.
Question 2:- Analyze the marketing mix fro the same two specific products, target markets and objectives for Peter Alexander and also identify and explain its implications on the promotional strategies.
Ans.:- Peter Alexander is one of the leading brands in sleepwear and night wears market in New Zealand and Australia and whenever we are discussing about the Marketing Mix it is a blend of four P’s i. e Product, Price, Place and Promotion. So, without these four p’s there is no marketing mix.
Following are the details for marketing mix for the Peter Alexander brands in Women Wears.
Products: – Products of Peter Alexander basically are night wears and sleep wears. This brand is basically known for its pyjamas, they have a nice variety in pyjamas and in women wears they have a different variety of night wears, gift cards, bags & accessories.
Price: – Peter Alexander tries to keep their process consistent according to their catalogues and competitors. But sometimes prices may be slightly different due to special promotion activities.
Place: – As far as the place is concerned Peter Alexander is a leading brand in Australia and New Zealand and the company is hoping to open few more stores in some other countries also.
Promotions: – Next part we will discuss about the promotional activities are usually done to promote the products or to increase the sale of a particular product. So, whenever we are talking about the Peter Alexander they are spending huge some of money in promotional activities for example we can see the ads of the women wears of this brands everywhere in Australia.
So, these are the marketing mix strategies for the women wears that is used by the Peter Alexander.
Target Market: – Peter Alexander basically target the women’s ranging in age between 19 to 39 and these women’s are basically belongs to the high income class group of Australia.
Following are the details for the marketing mix for the Peter Alexander brands in Kids Wear:-
Products: – In Kids wear Peter Alexander has a different variety of sleepers, short pants, night wears & gowns also.
Price: – Pricing strategies for the kid’s wear brands are same as for the women wears. On festivals or on special occasions they prices are slightly high as compared to the normal.
Place: – For placing strategies kids wear products are very popular in Australia and New Zealand. They are planning to open new stores on other countries of the world like China, India & US also.
Promotion: – Peter Alexander spend a huge some of money on to increase the popularity of their products. They used the ads and Personal selling strategies to promote their products. But the company is also looking to expand its market size and they already doing some survey and they are planning to launch their products on other part of the world also.
Q 4. Explain three promotional elements that are balanced and selected to optimize the promotional mix for the same two specific product, target market and objectives of Peter Alexander. The Promotional element may include.
Ans : – Promotional Mix are basically the elements or tools that are selected to promote the product in the market. There are different tools to promote the product in the market which are explained as follows:-
Advertising: – Advertising is basically a presentation and promotion of ideas, goods or services by an identified sponsor.
Personal Selling: – Personal Selling is basically an oral presentation to promote a product in the market.
Sales Promotion: – Media and Non-Media marketing communication are employed to increase the consumer demand for the product.
Public Relations: – Favorable presentation for the product in the media.
Direct Marketing: – Promotion by the direct contact to the customer i. e by Messaging, E-mail
As Peter Alexander is basically dealing in sleep wears as the target market for the women sleepwear is basically the women’s that are belongs to the younger age group and those are crazy for the night wears also. These women’s are basically from the high income group. The objectives for the Peter Alexander are discussed as follows:
To make the stores for the Peter Alexander the most desirable place to work in Australia and New Zealand.
To create the need of the products of Peter Alexander in the life of the consumers.
To launch their products in new markets also.
To provide the maximum satisfaction to their consumers.
Promotion of the product is done by concentrating on the following factors:
Products Factors:- In product factors we just concentrate on the products of the particular organization. If we are talking about the products of the Peter Alexander their products quality and variety is very good.
Budget Constraints:- Available resources are the main thing that is concentrated while advertising the product in the market. We had make some financial planning about our each and every product and company like Peter Alexander that is dealing in no. of products they had make the budgets for their products. The promotional constraints are like that is matching the budget of the organization also.
Customer factors: -In customer factors we had concentrated on the target customer factors. Peter Alexander mainly concentrates on the customers by providing them different and variety of products.
Sales Factors:- Peter Alexander’s all products are like that they provide the good sale figure and they had launch the products according to the need and generate a good sale.
Media Factors: – In media factors we had considered the media that is used to promote the products in the market. Peter Alexander had used a TV, Radio & different popular magazines to promote their product that is also according to the needs of the consumers.
Market Expectations: – Markets expectations are also considered in which we concentrate on the competitor’s product and price related strategies.
In case of kids wear the promotional strategies are different as compared to the women wears because kids want some attractive products.
Product Factors:- In products factors especially for kids wear products are attractive and used designs like cartoons and that designs are also required according to the needs of the trend.
Budget Factors: – Budget factors include the factors in financial terms. Promotional strategies are used by Peter Alexander according to the available resources.
Customer Factors: – In customer factors we had concentrated on the target customer factors. Peter Alexander mainly concentrates on the customers by providing them different and variety of products.
Sales Factors:- Sales factors are the important factors and should be considered by each and every organization. Promotional strategies are like that it can generate the sale for that particular product.
Media Factors:- Media factors used by the Peter Alexander for kids wears is different as kids watch TV in their free time. Whenever kids are the targets then concentration is on TV.
Market Expectations:- Markets expectations are also considered in which we concentrate on the competitor’s product and price related strategies.
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