With face coverings mandatory in shops in England from July 24 fashioned giants could jump on this creative brand opportunity.
Online fashion retailer BooHoo have certainly got some interesting offerings on their home catalogue. It includes some funky designers putting their designs on these new masks. I have to take my hat off to this quick and easy marketing initiative.
THE MARKETING TEAM
So where does the marketing team start? Do they go straight into elements of the core marketing mix and introduce low price mass production for instance.
PRICING & PRODUCT STRATEGY FOR FASHIONABLE FACE MASKS
The pricing strategy would be easy at low affordable prices for the current already savvy consumer. Product is somewhat completed in principle with caution around supply chain management.
PLACING STRATEGY FOR FASHIONABLE FACE MASKS
Placing is probably easy to execute with eCommerce at its peak for decades. The research has already been done in terms of market need as per COVID-19. So what advice would I give to the marketing team.
I think the answer lies in analysing competitors and creating a competitive advantage.
" Satisfying customers is central to the marketing concept, but it is not enough to guarantee success. The real question is whether a firm can satisfy customers better than the competition."
(Jobber and Ellis-chadwick, 2019)
For example, many firms producing clothing lines will attempt to make fashionable face masks and give customer satisfaction in terms of appearance. Which would be the obvious requirement in order to compete. Consumers choice, however will depend on creating a more unique brand value than the competition.
WHAT DO THE MARKETEERS NEED TO DO?
Marketeers need to understand their competitors as well as their customers. If marketeers respond well to competitor marketing initiatives then they can sustain a competitive advantage. However, this success can only be achieved through understanding how firms are currently structuring the new fashionable face mask industry.
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