Korra Dancewear

In: Business and Management

Submitted By zlakhani
Words 3245
Pages 13
Marketing Management Report: Korra Dancewear
Student Name: Zahra Lakhani
Student Number: 250796989
Instructor Name: Caroline Forbes
Section Number: 531
Date: December 3, 2014

Executive Summary:
As a consultant to Karolina Swietoniowska, my role is to develop a comprehensive marketing plan to ensure Korra Dancewear meets its objective of increasing sales of $1000 to $2000 in monthly revenue as of January 2014. The following decisions have been made:
* Target females ages 7-12
* Incorporate ballroom designs and put six of the seven current designs on discount
* Lower price range from $40-70 to $20-35
* Advertise using Facebook ads and Google ads
* Stick with online distribution

The following will now be discussed in detail.

By targeting a young female audience, Korra will be able to form brand recognition within a newly developed market in the dancewear industry. The competing companies have been established for quite a while now therefore are faithful to specific brands already, making children an appropriate audience so they can come to be long-term customers overtime. Korra apparel uses high standard material and has reasonable pricing which are things parents search for when purchasing products.

When the ballroom designs are released, the glitter and neon colors are expected to appeal to the young target market. Television dance shows like ‘So You Think You Can Dance’ have become popular due to ballroom dancing and parents want their children to become more active. If a young female feels confident in what she is wearing, she is more likely to pursue the activity. By keeping The Kai Bodysuit, sales are increasing, as it is already a popular item. The discount on the other six designs could help bring awareness to the company.

Decreasing the cost range from $40-$70 to $20-$35 will make it more…...

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