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Running head: MARKETING PLAN 1

Saski Collection

Name

Institutional Affiliation

MARKETING PLAN 2

Saski Collection

Company and Product

Saski collection is an Australian label that deals with luxury athleisure. The label was

founded by Tammy Hembrow. The products produced include the gym and casual wear like

leggings, shorts, crop tops, tracks, hoodies, and sports bras. They deliver the clothing worldwide

and has partnered with some other companies such as Good American, Tammy personally

designs all the clothing and she focusses on style and strength (Saski Collection, 2018). She

aimed at inspiring women both inside and outside the gym. The clothes are designed to

complement one’s body and enhance one’s shape as one works towards achieving certain goals.

The products are created for women with a sense and passion for fashion. The Marketing

Coordinator of the company is Isabella Laws.

Target Market

As mentioned above, Saski Collection targets women. Tammy Hembrow deals with

health and fitness and thus her label inspires women to keep fit (Saski Collection, 2018). When it

comes to psychographics, the clothing label favors and targets women who love fashion.

Marketing Mix

Marketing mix refers to the set of tactics and actions that companies use to promote their

brands. The 4Ps of marketing include price, product, promotion, and place. The 4ps are a set of

tools that are used to pursue the marketing objectives in the target market (Goi, 2009). For our

case, the tools will be used to meet the goals of the firm considering the women who are the

main target for the company. Professor James Culliton of Havard University came up with the

concept of the 4Ps in 1940.

MARKETING PLAN 3

Product. A product is either an intangible service or a tangible good that a company

deals in and it fulfills the needs of the consumers. It is important that companies have a clear

definition and description of the products that they deal with (Goi, 2009). The product of a

company needs to offer the minimum level of performance to ensure that the other elements of

the marketing mix perform better. Saski Collection is a cloth line. The products that it deals with

include crop tops, shorts, tracks, leggings, hoodies, and sports bras (Saski Collection, 2018). The

founder of the label, Tammy, designs the products and ensures that they are of a strong fabric

and are fashionable. She ensures that the standards of her clothing are high. She thus considers

clothes that she would personally like to wear. This means that she designs the best products for

its customers.

Price. Upon understanding the product that a company is offering, they can thus make

pricing decisions. Determining prices impact marketing and demand strategy, supply, and profit

margins. There are various price strategies that can be adopted by companies. Premium pricing

includes fixing prices that are greater than those of competitors. Penetration pricing is used to

penetrate markets and thus involves setting low prices since the owners aim at creating

awareness of their products. Economy pricing involves setting prices that are aimed at creating

only a small profit. Price skimming is a strategy where prices are set high since there are few

competitors in the market (Goi, 2009). Psychological pricing is used to encourage consumers to

purchase products based on emotions. An example is where a price is set at $99 instead of $100.

Bundle pricing involves selling multiple prices together at a cheaper price than when sold

individually. Saski sets the prices of its products from around 45 to 100 Australian Dollars (Saski

Collection, 2018). The purchase price is posted on their website including the insurance and

MARKETING PLAN 4

delivery charges. The pricing strategy used by Saski is economy pricing which is aimed at

creating small profits. From time to time, Saski offers promotions and discount codes.

Promotion. It involves the techniques used by companies to disseminate product

information to the consumers of the products and services. It involves factors such as email

marketing, social media marketing, advertising, and video marketing among others (Goi, 2009).

For Saski Collection, social media marketing has worked for it effectively. It has more than 7.5

million followers on Instagram. Apart from Instagram, other social media sites used include

Facebook, YouTube, Snapchat, Twitter, LinkedIn, and Tumblr. Tammy tailors messages across

the platform and thus her brand is well known among various people. Tammy believes that social

media is important for building one’s brand. She says “Social media is a tool that is evolving and

more companies are embracing the opportunities it has presented.” (Saski Collection, 2018).

Tammy’s top five tips for building her brand through social media include being transparent,

passionate, creating good content, posting regularly, and engaging audiences. In one of her

messages to customers on Instagram, Tammy writes “ Track has just been restocked

@saskicollection get in quick babes.” (Saski Collection, 2018).

Place. It involves putting the right product in the right place (Goi, 2009). Customers in

more than thirty countries adore the products of Saski Collection. Saski Collection thus has

delivery services. They deliver their products worldwide and the information on delivery is

present on their website. They deliver the products within seventy-two hours during business

days. They deliver the products to the places that the buyers provide (Saski Collection, 2018).

There are various delivery methods and in case a person needs to change their delivery

information, they are expected to do that as soon as possible.

Environmental Variables

MARKETING PLAN 5

The environmental factors that affect the marketing mix or products can be internal or

external. Internal factors are those that can be controlled by a company whereas external factors

are beyond the control of an organization (Ward et al., 1995). Saski Collection is influenced by

various factors.

Competitive/Technological Variables. Technological factors involve the factors related

to machines and materials used in the production of good or services. Competitive factors, on the

other hand, are those companies in the same industry as a company and they sell goods and

services with similar descriptions as that of the company (Ward et al., 1995). During the

commencement of the business, Saski Collection faced a lot of problems with its website. There

was a lot of traffic but the founders had anticipated such issues. Social media sites are also a

product of the new and advanced technology and this has enabled Saski to promote its products

(Saski Collection, 2018). When it comes to competition, Saski faces huge competition from the

large and already established companies like Nike. Nike has developed over many years but it

obviously started from a small beginning. That fact gives hope to Tammy.

Social/Cultural Variable. It includes factors such as the beliefs and the lifestyles of

people and the responsibility of a company to its community (Ward et al., 1995). Saski

Collection finds it easy to sell its products since today’s society is obsessed with issues of

healthy living and fitness. They thus sell their clothing to women who go to the gym. Fashion

has also evolved today and this promotes and increases the target market of Saski Collection.

Political/Legal Variables. It includes factors such as laws that regulate the operation of a

business (Ward et al., 1995). The sales laws outlined in the website of Saski collection are

governed by the laws of the Commonwealth of Australia and Queensland. They outline the terms

under which they supply their products. Saski collection operates within the business laws of

MARKETING PLAN 6

Australia. There has been a lot of changes in legislation especially in the insurance sector in

Australia are this will affect the payments and costs that Saski charges.

Economic Variables. It includes the macro-level factors that affect the production and

distribution of a company’s products and how it affects it (Ward et al., 1995). Saski Collection

made huge sales one week after it was launched. This was a good sign and it enhanced profits for

the company. There are nevertheless, some economic issues that are likely to affect businesses in

Australia and Saski is among those. Some of the economic issues that have been highlighted to

affect Australia in 2018 include unemployment and poverty. This could reduce the purchasing

power of individuals and this can affect Saski.

SWOT Analysis

SWOT analysis is a technique that is used by businesses to determine and identify the

strengths, weaknesses, opportunities, and threats that face them. These are the external and

internal factors that affect the success of a company’s product (Terrados, Almonacid, &

Hontoria, 2007). It enables a firm to have a solid plan for its activities and assist in the making of

huge business decisions. It also helps to determine the competitive advantage that a company has

against its competitors.

Strengths. It represents the internal advantages that a company has against its

competitors. This includes factors such as a strong brand and unique technology. Saski has some

strengths. The first one is that its brand is strong. Despite being a small company, the use of

social media has enabled it to be famous in more than thirty countries (Saski Collection, 2018).

Another strength is that the owner designs the products and this means that she ensures that the

products made are the best. This increases satisfaction among the customers.

MARKETING PLAN 7

Weaknesses. It includes the internal factors that prevent a company from performing at

its optimum. The firms need to correct these areas to ensure that it remains competitive

(Terrados, Almonacid, & Hontoria, 2007). One of the weaknesse of Saski collection is that it

only deals with a narrow range of products. Its clothing is only designed for women. This

ensures that firms that deals with wide ranges of products sell more and beat Saski in its

performance and rating. Tammy needs to consider incorporating more products into her line.

Opportunities. It involves the favorable external factors available to a company. Saski

has more target markets in many countries that have not initially known about it and ordered its

products. It thus has a chance of expanding its market all over the world. Saski also has

opportunities for promoting its products aside from using social media (Saski Collection, 2018).

It could venture in advertising to increase awareness of its products. Other opportunities

available is that Saski can partner with other big companies to enhance its performance.

Threats. They include external factors that have the potential of harming a company

(Terrados, Almonacid, & Hontoria, 2007). One threat that exists for Saski Collection is the target

market preferring the already established companies’ products like Nike since that has always

had a good reputation. The Australian economy also is also a threat since there have been many

cases of unemployment and poverty levels, factors which reduce the propensity to purchase

items.

Product Lifecycle

It is a sequence that a new product goes through. The first stage is the introduction stage

where the firms seek to create awareness for a product and find a market for it. The second stage

is the growth stage where the market share of the firm is increased and the reputation of the

brand is built (Levitt, 1965). The third stage is the maturity stage where the huge growth in sales

MARKETING PLAN 8

declines. Competitors produce same products. The last stage is the decline stage where the sales

decrease and the firm can decide to harvest their product. Saski Collection is in the growth stage.

Product and pricing are maintained. The distribution methods of Saski have also been increased

since more people are ordering from all over the world. Its promotion is also through social

media which is an effective method to reach a large audience.

Conclusion

In conclusion, we have looked at the various marketing issues that affect Saski

Collection. There are huge opportunities and strengths that Saski has and it needs to adopt that to

ensure that its profits and success increases. It needs to increase its market share and partner with

other good performing companies to increase its sales. It also needs to ensure that it properly

controls the environmental variables that affect it. We have also looked at the marketing mix of

Saski. To maintain its products they need to continue offering good quality products, charge fair

prices, deliver at the right time and to the right place and they also need to ensure that they

increase the awareness of their products to increase the target market.

Executive Summary

Saski Collection is an Australian company that was formed by Tammy Hembrow about

six months ago. The clothing label deals with women products such as sports bras, leggings,

hoodies, tracks, and crop tops. It targets the fashionable women and the women who go to the

gym. The label solves the problem of how to be stylish both in and outside the gym. The

company has huge opportunities and potential to perform better by increasing its range of

products and also partnering with other companies. The brand is famous all over the world and

recorded huge sales just one week after it was launched.

MARKETING PLAN 9

References

Goi, C. L. (2009). A review of marketing mix: 4Ps or more? International journal of marketing

studies, 1(1), 2.

Levitt, T. (1965). Exploit the product life cycle (Vol. 43). Graduate School of Business

Administration, Harvard University.

Saski Collection. (2018). Saski Collection. About Us. Retrieved from

https://saskicollection.com/pages/about-us

Terrados, J., Almonacid, G., & Hontoria, L. (2007). Regional energy planning through SWOT

analysis and strategic planning tools: Impact on renewables development. Renewable and

Sustainable Energy Reviews, 11(6), 1275-1287.

Ward, P. T., Duray, R., Leong, G. K., & Sum, C. C. (1995). Business environment, operations

strategy, and performance: an empirical study of Singapore manufacturers. Journal of

operations management, 13(2), 99-115.

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