People Tree Marketing Communication Plan - Dissertation Example

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People Tree Marketing Communication Plan

People tree is a fair trade certified organization, according to which, sustainable and ethical fashion market is the top priority. The organization aims to transform ethical fashion into a glamorous and desirable market. The brand is positioned as a high involvement category involving much of attraction from the consumers. The brand is placed in the mass category of apparel products for men and women. These include casuals, formals and ethnic wear. These products are medium to high prices and places with the positioning of value for money and affordable pricing. This category of apparel has the largest base of consumers and thus competition is high. Most of the other companies produce similar clothing range. The major differentiation comes from pricing and superior quality. The segmentation of customers will largely depend on the values provided by the brand as well as the psychology of the consumers with respect to the attributed provided by the brand. It is very important to segment the customers on the basis of their interests, activities and behaviour towards the organization. This is very crucial because it will help is preparing appropriate strategies and marketing programs targeting the right consumers mix. The products of People Tree are generally purchased by consumers of higher social class, since it is majorly ethical and high end fashion apparel; the people purchasing these products are more quality conscious rather than price conscious.(Pettigrew, Whittington and Thomas, 2006). ...Show more


The following paper will conduct an analysis with the objective to find out the factors of communication which can affect the overall strategies of the brand People Tree. Context analysis can be understood in two perspectives, business and consumer.

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