Marketing Strategies for Organic Products Company

MARKETING STRATEGIES FOR "THE GREEN"Table of Contents1.Executive Summary……………………………………………………………………32.Introduction…………………………………………………………………………….43.Method…………………………………………………………………………………44.Summary of Secondary Research……………………………………………………...55.Summary of Primary Research……………………………………………………...…86.Target Market………………………………………………………………………..…97.Product Description, Benefit Analysis, and Positioning……………………………...108.Marketing Mix Decisions………………………………………………………..……10a.Product Decisions…………………………………………………………….10b.Place(Distribution) Decisions………………………………………………...13c.Price Decisions………………………………………………………………..17d.Promotion Decisions………………………………………………………….199.References…………………………………………………………………………….2210.Appendices……………………………………………………………………………23Executive SummaryThis project aims to focus on the marketing strategy of "the Green" company and try to see the picture in the minds of people's about environmentally friendly clothing (or organic clothing). In order to accomplish this, providing basic information about environmentally friendly clothing is essential.

"Organic clothing" is generally thought to be unfashionable. It generally leaves a feeling of shapeless tunics and burlap-like textures. But, actually, these are the trends in 1970s; organic and alternative fibers have developed a lot since then.

The early development of organic clothing can be traced back to the "organic agriculture movement" which is aimed at the nature-friend processes and the minimization of air, water and soil pollution.

Market Street

Market Square, Enniscorthy

Diversification (marketing strategy)

Thus, not only the production process should work with nature, but also materials used in the production should not be generically modified or treated with synthetic or chemical pesticides.

The focus of the project is a new brand called as 'the Green' rather than a single product, which will promote environmental friendly clothing. It will provide both clothes and accessories like any other brand such as Mavi or Colin's, however; what will be unique with the brand is the focus on environment with respect to anything. The material used in all products, the message of the design on the products and the settings in the stores will be all environmental friendly as the name suggest itself.

In our research we made surveys that are targeted to understand what organic clothing means to people, what are the perceptions in people's mind about our brand,