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)

Week 8 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” 

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” 

Week 5 EOC: Super Bowl Commercials

Owning a Volkswagen Beetle myself I found this commercial funny and real. I have always liked Volkswagens and their commercials. When I drive my beetle down the street and I pass people walking I can always rely on looking back in my rearview mirror to see someone getting slugged. This commercial advertisement showed that there are a lot of people out there that play the slug bug game. The most important thing in this super bowl commercial is that Volkswagen opened up the game of slug bug. They are now saying to give the person next to you a punch whenever you see a Volkswagen, and not just the beetle but also any one of the 13 models that they have to offer. They didn’t focus on just one Volkswagen model, but all of them. Doing so opened up a larger market for the advertisement verses other Volkswagen commercials that tend to focus on just one model. For example there is a commercial for the VW Touareg model, which focuses on targeting expecting mothers or women who want to get pregnant just so they can get the new Touareg. This was a good advertisement for Volkswagen to show during the famous super bowl commercials because a lot of people can relate to it. There are many different types of people in the commercial such as young and old, men and women, and different ethnicities and cultures. They also showed hummer in the characters that were giving the punches. They showed a little boy slugging his grandpa in an area that shouldn’t be punched, and also a pregnant woman in labor out of nowhere punched her husband who is driving them to the hospital. There is always time to play slug bug and now the game has opened up to more Volkswagen lovers.