MARKETING PLAN

Marketing Plan

Marketing Plan

Product Description

A man's merit is largely determined by the clothes he wears. So logically, a man's garments provide the necessary foundation for his outward appearance. Men's Jeans has not always been a fashion statement. Any kind of undergarment that did not bulge, sag, bind or shrink in the wash was deemed adequate.

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

Eleventh Commandment will be the new 'designer' of men's Jeans and sleepwear. We have designed a new brief with great design, unusual fabrics, wonderful colours and combinations, and great variety of choice made for Jeans becoming a 'fashion' item. Today men can get Jeans for sports, casual, romance, figure enhancement, warmth (thermals), humour, and with dual purposes such as the inclusion of pockets from the same store that has made their women's sleep/Jeans line the leader ahead of all the others. In addition, like the women's designs, the newest and hottest styles are almost completely seamless.

Jeans is a fashion mainstay today and what better corporation to manage that fashion than Eleventh Commandment. " Executives from the manufacturing, retail and marketing arenas agree the key challenge is learning to understand the cultural divides and how they affect different taste levels" (Monget). All manner of bikinis, briefs, thongs, strings, boxers and jockstraps are available for the modern man's tastes and preferences. The vast majority of brands employ young, lean, nearly nude male models as their selling point. Calvin Klein, Sauvage, Tommy Hilfiger, Jockey, and a myriad of others post their sex-drenched ads in magazines and on billboards everywhere. Today, sex sells just about anything, and it would be more than safe to assume that Eleventh Commandment knows sex appeal and what it takes to stand above the rest when it comes to Jeans and sleepwear.

Target Market

Eleventh Commandment markets their products exclusively through their own stores, catalogs and Internet site. Purchasers for each of the Eleventh Commandment stores as well as end-consumers will be expected buyers of the new men's line. The target market for the expansion into intimate menswear will be wide and deep. Men of all ages will enjoy the luxurious feel of the silk pyjamas and boxer shorts as well as the assortment of other garments and slippers planned for the new launch. The product assortment will also focus on comfort, fit, quality and fashion. Women who are current purchasers of the Eleventh Commandment women's line of Jeans, lingerie and beauty including fragrance and cosmetics, will soon be pampering the men in their lives.

Market Research

To ensure a successful launch of our new men's ...