Desigual Marketing Plan For The Pearl River Delta

A marketing plan helps a company to utilize marketing strategies to achieve theirbusiness objectives. The goal of this thesis was to develop a marketing plan whichemploys marketing strategies to promote DESIGUAL’s casual wear andDESIGUAL’s brand image in Pearl River Delta in China. Foreign fashion brandshave become increasingly popular among the affluent Chinese middle classconsumers. As the Chinese economy continues to grow steadily more and morepeople are now in the position where they can purchase fashionable clothing due totheir higher disposable incomes. This vast market potential is attracting major fashionbrands across the world and it will be the company with the best marketing plan thatwill be able to outpace its competitors and obtain a good market position in China.In this study the Chinese fashion market environment was discussed and strategieswere suggested for satisfying this target market. The major market players wereidentifield and a marketing mix strategy was provided to DESIGUAL to overcome thecompetition in the fashion casual wear market. The methodology uses secondary datathat includes market research reports, interviews and fashion market related articlesthat were collected from the internet. The theoretical frame includes marketingconcepts that were written by different scholars.Finally the recommendation given in this markting plan suggest that DESIGUALshould enter the Chinese fashion market by focusing on building a strong brand nameand brand value of DESIGUAL in Hong Kong. Digital promotion and advertisementstrategies will be employed to promote DESIGUAL’s casual wear products in Chinaand to increase DESIGUAL brand awareness among the affluent Chinese middleclass consumers. Furthermore, it is suggested that DESIGUAl select the coastal citiesof Guangzhou, Shenzhen and Zhuhai to enter the Chinese fashion market.