Implementation Evaluation Control

My fashion show will hypothetically be taken into action and will serve the communities low-income teenagers with clothing that they need. it can be easily realistically taken into action by holding a fashion of the arts club meeting and taking the steps listed in this assignment.

"Marketing implementation The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives." (Kotler G6)

“Guided by marketing strategy, the company designs an integrated marketing mix made up of factors under its control—product, price, place, and promotion (the four Ps). To find the best marketing strategy and mix, the company engages in marketing analysis, planning, implementation, and control. Through these activities, the company watches and adapts to the actors and forces in the marketing environment.” (Kotler page 50) 

Price

For the fashion show Dress the Juvenile is free to attend. Meaning it isn't going to take money out of your pocket. it is only asked that you bring a donation of clothing for the charity. if you would like to donate money you wont be stopped. any moneys donated will be used to buy more second hand clothing from second hand stores. 

The cost of the fashion show is really just the cost of the volunteer's time and anything they use to use in their second-hand creations. All other supplies needed for the fashion will be provided by the Art Institute of Las Vegas, and already on hand so it is not creating any extra expenses. 

"Break-even pricing (target return pricing) Setting price to break even on the costs of making and marketing a product, or setting price to make a target return." (Kotler 279 C9)

“Price is the amount of money customers must pay to obtain the product. Ford calculates suggested retail prices that its dealers might charge for each Escape. But Ford dealers rarely charge the full sticker price. Instead, they negotiate the price with each customer, offering discounts, trade-in allowances, and credit terms. These actions adjust prices for the current competitive and economic situations and bring them into line with the buyer’s perception of the car’s value.” (Kotler Page 53)

Promotion

To promote the event Dress the Juvenile, the initial email will be sent out to gain attention on the fashion show. As mentioned everyone who wants to participate can. Artists will be asked to create posters to put up in the school and will gain flashy attention to the event. A Facebook page will be created with an event date so Facebookers can mark it on their event calendar, and it also helps spread news and awareness of the cause. The event will also be tweeted about by the fashion of the arts club members. 

"The major marketing mix tools are classified into four broad groups, called the four Ps of marketing: product, price, place, and promotion. To deliver on its value proposition, the firm must first create a need-satisfying market offering (product). It must decide how much it will charge for the offering (price) and how it will make the offering available to target consumers (place). Finally, it must communicate with target customers about the offering and persuade them of its merits (promotion)." (Kotler 122-133 C6)

“Retailers use any or all of the promotion tools—advertising, personal selling, sales promotion, public relations, and direct marketing—to reach consumers. They advertise in newspapers, magazines, radio, television, and on the Internet. Advertising may be supported by newspaper inserts, catalogs, and direct mail.” (Kotler 357)

Distribution

The clothing that is donated at the fashion show will be distributed to local community organizations that have contact with the teenagers and their families. The Facebook page for the Dress the Juvenile fashion show can also be contacted for requests of clothing. Bulletins will be posted at government Goodwill stores.

“Channels of distribution within countries vary greatly from nation to nation. There are large differences in the numbers and types of intermediaries serving each country market, and in the transportation infrastructure serving these intermediaries. For example, whereas large-scale retail chains dominate the U.S. scene, much retailing in other countries is done by many small, independent retailers.” (Kotler 501)

“A long-standing charge is that greedy channel intermediaries mark up prices beyond the value of their services. Critics charge that there are too many intermediaries, that intermediaries are inefficient, or that they provide unnecessary or duplicate services. As a result, distribution costs too much, and consumers pay for these excessive costs in the form of higher prices.” (Kotler 512-513)

Product

The product is the fashion show Dress the Juvenile. It is a free fashion show all is asked is that you make a donation of clothing to help the cause of supporting teenagers that need clothing. The product in this situation cant be bought and taken home but designers who enter the fashion show and create a look will have the chance to have their clothing put on display at the school. Student photographers will be invited to take photos of the fashion show, which will add to their portfolio. If a participant of the fashion show takes advantage of the opportunity to help teenagers in the community, it can help them out in some way as well. 

“Carry a narrow product line with a deep assortment, such as apparel stores, sporting-goods stores, furniture stores, florists, and bookstores. A clothing store would be a single-line store, a men’s clothing store would be a limited-line store, and a men’s custom-shirt store would be a superspecialty store.” (Kotler 346)

“Product means the goods-and-services combination the company offers to the target market.”(Kotler Page 54)

Marketing Strategy

The dress the Juvenile fashion show will be targeting fashion students, local fashion designer, or anyone else who would like to participate in creating redesigned second hand clothing. I will also be targeting people, who would like to donate clothing or even money donations. This will initially be done by sending out mass emails to all of the students and factuality on campus as discussed in the objectives section earlier. This will then start a chain and the email will be forwarded to other contacts if the initial recipient would like to share, which they will be urged to spread the word.

“Marketing strategy development, Designing an initial marketing strategy for a new product based on the product concept. The marketing strategy statement consists of three parts. The first part describes the target market; the planned value proposition; and the sales, market share, and profit goals for the first few years.” (Kotler 249)

“Customer-driven marketing strategy. In the first two steps, the company selects the customers that it will serve. Market segmentation involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. The company identifies different ways to segment the market and develops profiles of the resulting market segments. Market targeting (or targeting) consists of evaluating each market segment’s attractiveness and selecting one or more market segments to enter.” (Kotler 175)

Objectives

BUS121

Objectives

The overall objective of Dress the Juvenile is to help support teenagers with clothing. In the process of doing so, the charitable fashion show will display second hand clothing that is transformed into new fashionable items that can be created with ease from tools and supplies found around the house. 

The fashion show is going to be at the Art Institute of Las Vegas presented by the Fashion for the Arts fashion club. The members of the fashion club will each be assigned a position of action to put together the fashion show. The members of the club will also be participating in creating the refurbished second hand clothing that will be worn in the show.

To get things started there will be an email sent out to all factuality and students of The Art Institute of Las Vegas about the Dress the Juvenile fashion show, which will create the initial buzz of the charity event. The email will contain information on what the charity of the fashion show is for and when and where the fashion show will be held. The email will also contain information on inquires for the charity such as how to donate, participate, and volunteer assistance. Following the first email, there will be posters made and posted around the school to gain public awareness of the fashion show and its cause.

"A public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives." (Kotler Page 69 C3)

"The first four steps of the marketing process focus on creating value for customers." (Kotler Page 30 C1)

Business Mission Statement

The mission statement, “A statement of the organization’s purpose—what it wants to accomplish in the larger environment,” (Marketing An Introduction Page 39) for this cause is about helping teenagers from low income families feel more comfortable wearing secondhand clothing.

The mission of Dress the Juvenile is to provide clothing for teenagers that cannot afford to buy clothing. The fashion show will assist in this problem. This fashion show can help growing teenagers that are having a hard time with wearing old clothing see that it can be cool to wear second hand clothing. Dress the Juvenile will surface the problem that it can be hard for teenagers to wear pre owned clothing while friends they go to school always wear new clothing. 

Week 7 EOC: The Pitch

To make a difference in the community I would like to produce a fashion show to raise money and take in donations of clothing for teenagers of low-income families or homeless teens in the Clark County Las Vegas area. Taking second hand clothing that has been handed down from generations or from siblings or clothing that was purchased at second hand stores and getting creative with it and making a re-creation of the garment can show that you don’t have to buy new clothing to be stylish.

The fashion show will consist of garments that are redesigned second hand garments. Aspiring designers or anyone who would just like to create a “look” to help the cause will enter the fashion show and create a new style out of old clothing. This will be done by cutting, dying, sewing, embellishing, or any other creative re-creation of second hand garments.

The name of the fashion show will be “Dress the Juvenile”