2. Executive Summary
Caka T-shirts is an exciting new business that allows people to
custom design a t- shirt with caricature of their own with a
message (specifically the design on the front or back) any way
that they would like too. Imagine the ability to create a
totally custom t -shirt. You choose the material and style of
the shirt, and then the caricature or any other graphic you
want on the front and/or back. This is the ultimate form of
expression. There are no limits to what you can communicate.
The two sustainable competitive edges to assist them in
market penetration. The first edge is the uniqueness of the
product and the other is the quality. The t-shirt will be 100%
success.
6. Marketing Vision
Caka T-shirts seeks to make a cumulative impact on the
minds of SNGIST students through the viral effect of its
marketing and there by increasing the visibility in the SNGIST
campus. The marketing of the business will focus on creating
a brand awareness through marketing campaigns and
information provided by direct marketers.
Goals –
a) Maintaining steady work on marketing after launch, including
1 hour each morning, 6 days a week.
b) Establishing personal relationships
7. Marketing Vision Contd…
• Purpose - we hopes to raise awareness of the
damaging effects of globalization and empower
individuals to consider that their individual buying
habits have an important, cumulative effect in
bringing back the Mahatma Gandhi’s concept of
sustainable development.
• Picture - Caka means quality clothing which is unique
and makes the customer feel good about their effect
on the local economy and its social impact aspect
also.
8. Ideal Customers
The ideal customer is a SNGIST students. The student
desires to redefine themselves over the course of their
college time. The fashions of their teen years no longer
feel relevant on campus or perhaps their wardrobe
requires an update simply due to age. Furthermore, the
student develops an interest in social and political
issues and will have an urge for activism. This
movement proposes purchasing locally produced goods
and have an social and economic impact side .
9. • Market description –
a) 18 to 30 yrs male and female students (Primary Market)
b) Can be used a campus activism tool – words are mightier
than sword
c) Believes that individual decisions can make cumulative
effect on the preferences.
d) Secondary market – Staff and young faculty (under the
age of 35)
10. Core Strategy
• The positioning goal for the business is to be seen as
a business which is better for the nations sustainable
development.
• The results expected from this marketing:
a) Brand awareness
b) A steady ability to charge prices which are
significantly higher when compared to production
cost and can gain high profit.
c) A number of loyal followers can be expected
d) An ability to source unique items
e) Sales to a significant portion of SNGIST
students.
11. Core Branding Elements
The visual look of the Caka brand will be supported by
the following:
a)A simple, but striking logo
b)Colour theme black and white to show the dark side
c)Use of this logo and colour theme on all advertising
materials, business cards, product description cards,
and the exterior and interior sign boards.
d)A Facebook page and email newsletter sharing the
same logo and colour theme
e)Customer testimonials will be published.
f)Utility products will be provided as part of brand
awareness.
12. Pricing Strategy
• Skimming pricing strategy
Price range of T-Shirts
Size Material
Nylon Polyester Cotton Linen
Small 300 450 650 1000
Medium 300 450 650 1000
Large 300 450 650 1000
Extra large 300 450 650 1000
01/17/13
13. Lead Generation Plan
• Print Advertising – posters
• Flyer Advertising
• Competitions
• Video ads – motivational ads
• Kiosk
• Public awareness drama.
• Group SMS
14. Lead Conversion Plan
• Maintaining customer data base throughout the
promotion activity for follow up.
• Checking whether the expected impact has taken place or
not.
