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Peter Alexander Promotional Plan - Essay Example

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This essay presents the promotional plan that aims to increase the awareness of the brand to potential customers that may not be aware and create interest towards the brand for new adopters or people who are not used to wearing trendy sleepwear…
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Peter Alexander Promotional Plan

It is evidently clear from the discussion that target audience is subdivided into three categories. Differing products are to be designed for each target market. The markets include teenagers, young adults, couples, and kids. Members of all of these audiences shall be satisfied via product differentiation. The marketing mix of the Peter Alexander shall be representative of its overall strategy. Products shall be designed in ways that are differentiable and aimed towards the specific target market. Placement shall be done strategically and strong third-party ties with distributors shall be ensured to ascertain the timely distribution of products to customers all across the country. Promotion shall be done through ATL and BTL. The cost-effective medium of internet shall be the key communication strategy as it can attract customers immediately online and does not add much to the costs. The firm shall use creativity by using the image of Peter Alexander as the brand persona and exploiting the internet for this purpose. Peter Alexander is an exclusive brand of nightwear that has operations centralized in Australia. Peter Alexander, the man himself, personifies the brand and serves as a symbol for the company. The company has a high brand equity with its followers due to the exclusivity showcased by Peter Alexander. The brand idea came into being when Peter bought a pair of Pajamas in Hong Kong. He was startled by the way in which he was attracted towards them and wanted to identify ways to make these products appeal to other people around him. Today Peter Alexander is one of the top sleepwear brands in Australia and from an online business, it has expanded into stores and continues to operate online. ... Read More
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