Treasure Box Kids Marketing Plan
Executive Summary:
Treasure Box Kids is known for its ethically made and high quality clothing. TBK is segmented into two different lines: The U.S.A. line and The Little Maisha line. The U.S.A. Line has outfits for all occasions for babies to young girls.The Little Maisha infinity scarves are a fashionable and exceptionally constructed product made in Nukuru, Kenya that also supports women empowerment. The strengths greatly outweigh the weaknesses and opportunities overshadow our threats, with potential for tremendous growth. Both Treasure Box Kids lines will be promoted and purchased through the existing platforms and relationships TBK has available. Online platforms include: social media, events, blogs, and email marketing.
Strengths
Superior Quality Fabric/Workmanship
Custom made in the United States
Ethically manufactured
The designs are original and cannot find it anywhere else
Unique custom made garment bag for unique packaging presentation
Classically designed clothing for Babies to Little Girls
Sold domestically and internationally
Small production inventory
Outfits can be custom made
Can be passed down or consigned
Design for comfort
The price point is sitting correct for the U.S.A products
Weaknesses
Security and Fraud
Manufacturing price point to high to wholesale
Sales price point are high for people that are not use to U.S.A. products
The online presence of the line
Only available to younger girls
A small variety of clothing
The clothes are only available online
Lack of high quality graphics
Opportunities
Trunk shows, pop up shows, country clubs, and homeowner
Designer Girl Parties
Celebrity influencers
Increase Treasure Box Kids media with the Little Maisha project and future events
Future boy clothing line
The ability to partner with local organizations
Placing our products to different websites/ clothing lines
Expanding the product line offering for girls (shirts, shorts, etc.)
Threats
Designer brands can overcome with sales
Production not keeping up with sales.
Great competition of online kid retails and kid boutiques
Only sold online
Many consumers are not familiar with our brand
Target Market:
Family Life Cycle:
Upper middle class mothers and grandmothers.
Girls between the ages of 0 months and 10 years’ old.
Young women in their careers
Middle-aged mothers
Retired grandmothers.
Geographic:
U.S.A and other countries.
Demographic:
Age: 30+
Gender: Female.
Income: 50,000 and higher.
Mom and Grandmother.
Behavioral Factors:
Mothers and Grandmothers focused on kid’s appearance and style.
Their motives are that the quality is great and is U.S. made.
Enjoy exclusivity and uniqueness
Like higher-end products
Like to support a social causes
Like to stand out from their peers
Fashion forward women
Market Needs:
The need to stand out among their peers with high quality clothing items.
The need to support a cause, be fashion forward, or only purchase high quality clothing.
Market Trends:
The target audience are willing to pay money for great quality children clothing.
Unique Selling Proposition
Finest fabrics and trims
Ethically made in the U.S.A
Custom made
Line supports women in Kenya
Made with 100% chiffon fabric
Unique patterns
High quality trims
Extension of the brand
Offer up-to-date information on TBK
Allows for two-way communication
Pricing and Positioning Strategy:
USA
The pricing for the U.S.A. Line should reflect the quality of the fabric and manufacturing practices. The clothing line should be featured in stores that sells high-quality children’s clothing made in the U.S.A. The clothing line can also be placed in online shops or magazines that sell children apparel with the same prices and probably a coupon added to the line.
Price range: $49.95 - $130.00 (treasureboxkids.com and Amazon)
Little Maisha
The pricing for the Little Maisha infinity scarves should reflect the quality of the product and the fact that it is a handmade imported product. The scarves should be placed in upscale boutiques and shops, and online shops or magazines that sell women’s apparel and accessories. In any store or online outlet, the price should not be lower than the price on the Little Maisha website (with the exception of Amazon and Overstock).
Price range: $28 -$65 (treasureboxkids.com, Amazon and boutiques)
Wholesale profit range: $13.50-$17.50
Social Media
Use Facebook, Instagram, YouTube, LinkedIn and Twitter as social media platforms to keep TBK’s audience up-to-date on what we are doing.
Encourage followers.
Encourage traffic to the website.
Encourage sign-ups for email marketing.
Encourage two-way communication.
Email Marketing
To keep the TBK audience up-to-date on sales, promotions and new things that the company is doing.
Encourage traffic to the website.
Influencer Marketing
Find new relations and use existing relationships with local bloggers to promote our new product and/or favorite products.
There will be different influencers for the U.S.A. Line and Little Maisha.
Partnerships
The goal of potential partnerships would be to bring awareness to the Little Maisha brand by expanding our reach into our target market and increasing the sale of products.
Referral Strategy
Referral marketing would be key in bringing awareness to the brand by “word-of-mouth”. Women are more likely to make a purchase if the product is suggested to them by a friend/family member.
Conversion Strategy
The goal of conversion marketing would be to entice customers to move from simply browsing the website to actually purchasing products.
Promotional Strategy
Feature discounts and new products on our various marketing platforms.
Beautifully packaged items.
Present the brand to organizations that support various social causes.
Feature discounts and new products on our various marketing platforms.
Beautifully packaged items.
