Marketing Strategy (White Swan brand)

Brand website: http://www.whiteswanmeta.net/
For the big idea, required to prepare marketing strategy to introduce White swan Brands for medical scrubs to Saudi Market. This should reflect the market Mix and the the barnd eqiity should be emphesise in the assignment. The assginement should link the brand to the Saudi market,
Why this selection? Currently I have franchise shape with Cherokee Scrubs, and welling to expand the business.

1. Executive Summary
2. Brand Overview

Describe the current status of the brand with a brief historical background. Also define the brand’s current and future state on the Product Life Cycle. (the brand is mature) – objective of each product life cycle. Finally discuss the universe of brand performance market mix and market equity.

3. Competition Overview –
– Define competition
– How is the Competitors: Cherokee Scrubs, Gray’s Anatomy, Barco, Kio, Wonder wink (all in KSA available) Beside some local tailor shops ( Meshmar, Al- Khamis, Lab Coat)
– Link it with brand equity, macroenvironment, and value concept and exceptions.
– discuss the customers

4. Target Market –
Define who is being targeted, specify the target market.
Discuss the successive sets involved consumer decision making
Why we chose the target?

5. Segmentation
Geographic, Demographic, Behaviour, Psychographic
Which of these did you use to segment the market? How? Why?
Show how you would use these marketing tools