0+-+NEW+MARKETING+PLAN+SECTION

Based on our thorough analysis of Ukamaku’s operations, we propose the following marketing strategies to be implemented in the order they are presented here 1- //Reduce the target market by eliminating the male sector//: this will allow the company to focus its promotional initiatives for females only. (time frame – immediate). 2- //Clean website content//: Eliminate all pieces that are from longer than one season ago (start as soon as mle section is separated). Possibly re-categorize items? Eliminate ‘handbag section’ since there are few options and include it with accessories. 3- //“Perfect Fit” - Incorporate a more personalized and detailing profile system//: allow users to upload their measurement to their profile, and create a system/chart that will automatically determine their sizes (S,M,L) for each designer. 4- Generate promotional material: Promotional material will be composed of one online and one offline initiative, both of which can begin being made at the same time (starts once the whole website is in order) //a.// //Online: Viral Video Advertising campaign// Short video commercial uploaded to youtube that can also be used in banners and general online advertisements. This video will help raise brand awareness and incite curiosity in viewers, instigating the target demographics to explore the site. The content should be young, interesting and “cool” – relevant to the target audience. The main purpose of this initiative is to drive traffic to the site and create ongoing (viral) interest on the brand at minimum cost. //b.// //Offline: Promotional kit// We recommend that Ukamaku creates a small promotional kit that includes a tape measure, informational release and a discount coupon, to distribute to potential customers at fashion shows and industry events in general. The kit can be packaged a little handbag that everyone else at the show will see being carried around. This will act as a relatively inexpensive promotional tool to improve brand awareness. It will also inform to Ukamaku’s “perfect fit” initiative that is a big differential and ads value to its products. //5-// //SEO// - Ukamaku's SEO implementation is fairly weak. They don't have a meta description or descriptive title on their homepage. Since their homepage consists of mostly images, it is difficult for Google to index it unless each image has an ALT tag (which they do not). Ukamaku needs to label each image with ALT tags so Google can understand their content better. They also need to identify keywords which "cold callers" will find on the internet when looking for online goods. Ukamaku should create a "Canadian Made" strategy and target those keywords on Google.ca. In addition, Ukamaku should issue a press release or create a big news event so Google sees their link on major news sources. These "quality" sources of links will improve Ukamaku's search rank. 6- //Digital Closet- Creating a brand community:// create an online software on the Ukamaku website allowing users to create their personal digital closet. Customers will be able to create a closet of items they purchase, or want to purchase, and share the additions on Facebook. That way, their friends can see their digital closet of have/have nots, drastically increasing the exposure to the brand. In terms of the customer relationship, it will give the customer a reason to come back and “complete” their wardrobe/closet. Furthermore, this will help create a community of Ukamaku costumers, increasing customer loyalty. MEASUREMENTS OF SUCCES: Monitor traffic to the website, specific amount of increase in sale? Cuppons are numbered – keep up on how much are used? Number of views and feedback on video? All strategies proposed for Ukamaku are marketing oriented. They focus on getting new customers but also in retaining them by attending to their every need. Getting new customers will come as a result of a better-managed brand awareness and site composition. The customer retention will come as a result of a personalized profiling system with the new Perfect Fit program and the Digital Closet software that will increase the cost of change to consumers (since the competitors won’t have all their details on record). This system will also allow for a future strategy of allowing the tailoring of any clothing (through outsourced seamstresses) purchased through ukamaku.com, increase the brands aura of exclusivity and high-fashion. The total time expected for the implementation of the strategies should not exceed 1 year (2 seasons in the fashion business). OUTLINE TIME FOR EACH PROCESS!!