Marketing high performance, designer active wear
This question contains 5 parts. You must answer ALL questions in this section.
You have been employed as a marketing consultant by a boutique Sydney athletic wear company to develop a marketing campaign for a new line of high performance, luxury designer active wear (gym and exercise clothing) made from organic and recycled fabrics and materials. The range is designed for women and menand is available online and instore.
B1. Identify two potential target market segments for the active wear. Explain and support your answer. (4 marks)
Target Market 1:
Target Market 2:
B2. For oneof the target markets you have identified above in question B1, describe how the consumer would proceed through the decision making process for purchasing an active wear outfit from the new activewear line. Explain your answer. (10 marks)
B3 Explain two different internal influences that would impact the decision making process for the chosen target market and support your choice (4 marks)
B4 Explain two different external influences that would impact the decision making process for thechosen target market and support your choice (4 marks)
B5Based on your answers above, recommend and discuss two marketing strategies that you think could ensure success of the new active wear line for thechosen target market. (8 marks)