INTERNATIONAL MARKETING PLAN STRUCTURE

International Marketing Plan Structure

International Marketing Plan Structure

Marketing is a crucial part of any new merchandise line. Awell studied, innovative trading plan is a must when planning a thriving merchandise launch. This final marketing plan for Milton Lil' Devil's line of men's-wear incorporates all the necessary steps involved in a successful marketing plan and product launch.

Currently, Milton offers a large assortment of products that are not only lingerie based. In the store part of the association, there are also beauty and fragrance goods that encompass cosmetics and skin care. In the Milton catalog and Web, the assortment varies even further with lingerie, fragrance and beauty, swimwear, apparel and shoes. Within the Milton brand, there are sub-brands or collections. These sub-brands have also constructed recognition. The sub-brands are Pink, Very Sexy, Body by Milton and Angels. These sub-brands have their own persona but offer and deliver quality, latest trend and sexy that the mega-brand is known for.

Product Description

Aman's merit is largely determined by the apparel he wears. So logically, a man's undergarments provide the necessary base for his outward appearance. Men's underwear has not always been a latest trend statement. Any kind of undergarment that did not swell, sag, bind or shrink in the clean was regarded adequate.

Milton knows that a man's desires are more than the classic long-handles with the posterior two-button flap that were worn many decades ago. "one time the mainstay of sense and respectability has long been silently lost, that is that the back of a man's undergarments should be a large buttonable rectangle of material, which could flap comically if left undone" (Graham). In reference to the modern-day boxer shorts, Milton realizes times have changed dramatically and is ready to launch the Milton Men's line.

S.W.O.T.T. Analysis

Milton proposed new product line is not without endless opportunity and boundless challenges. Identifying these opportunities and challenges will help our trading team in their conclusion efforts. The last conclusion will undoubtedly carry on the custom that Mr. Raymond envisioned of a cozy-inviting atmosphere similar to that of a Miltonn boudoir.

Strengths

A leader in the industry for over twenty years, Milton transition into a men's line would provide potential customers with an opportunity to purchase garments for men from a name trusted in the intimate apparel industry. Also, Milton does a great job of putting their apparel catalog in the hands of millions of shoppers. According to www.yahoo.com "Milton Direct, meanwhile, mails about 395 million of its sexy catalogs per year, offering intimate apparel, women's clothing, and footwear". The 395 million catalog holders are a large start for promise customers.

Weaknesses

 The Milton brand name can be considered a brand specifically made for women. A male shopper may be more apt to shop for a female than purchase items for himself in a Milton store. The female shopper has been marketed since the Milton inception. The proposed men's line may take years before shoppers consider Milton for male under garments and sleepwear.

Opportunities

The opening to get new shoppers to buy the new product line ...