This campaign pitch is designed to work under a strategy known as market-differentiation and through the use of the resources that are available in the Attic stores. The growth of this business as well as the consumer awareness/loyalty will be attained through the use of the resources provided by the three principal partners of Attic stores. The marketing mix to be used by the Attic stores will be centered on the emphasis of the high quality of their products and the fast customer service accorded to the clients by the staff of Attic stores.
It is definitely probable that various risks will be involved in this type of a marketing mix. As a solution to this, Attic stores will consider structuring this campaign pitch into four segments. The first segment of this campaign pitch will focus on the instantaneous and responsive business environment accorded to Attic stores. In utilizing the immediate and responsive business environment, the Attic stores shall make use of a campaign slogan to be referred to as ‘fashion mania’. ‘Fashion mania’ can be given wide-meaning showing obsessions that people have for up-to-the-minute clothing and more specifically leisure/sportswear. We shall therefore change our business name to Attic Stores Fashion Mania.
As part of our change, we shall encompass various modes for the distribution of our products. That means that we will not rely only on the traditional methodologies that are used by other retail outlets in the distribution of their products. As such, we will employ the use of other methodologies for example mail orders so as to address the clothing needs of our clients who are very busy and do not have free time at their disposal to come personally to the stores (Adcock, 1998). We will also use the internet and the social media like Facebook and blogs sell our products.