Portfolio 6 month marketing plan Pull and bear | Page 20

S.M.A.R.T. Goal
The product line will be available for online purchase as well as
some items instore within six months then if sales of the product are
good it can develop to include more merchandise in store.
Specific- Within 6 months the campaign should achieve awareness
of the product range to be all over social media and by then be set
up ready for merchandise to be sold online. It would need to
endorsed by a celebrity to promote the line, preferably a current
influential athlete or sports figure to feature in a short video
campaign themed around sport activities.
Measurable- The success of the product line can be measured
through owned media where It can create a conversation on social
media with customers to insure we get first hand feedback if
Pull&Bear’s current customers like the idea or not.
Achievable- The concept of a whole new product line of
merchandise is achievable but would need to be approved by the
company by carrying out the six stages of marketing to develop the
idea. Assessment, and testing will need to measure how profitable
the products will be. The key to make this plan achievable is to start
small, with a selected limited edition of products.
Relevant - One of Pull&Bear’s most recent strategical collaborations
featured a Grand Prix star, with Spanish roots. The brand clearly has
identified with having a connection to sports which can also inspire
their customers. This marketing plan is relevant to the interests of
many their consumers of sports activities.
Timing - Realistically, a new line would take time for customers to
accept and want to go out and purchase. A lot of money would
need to be invested in the project and there will not be much time
to carry out research to ensure it is a safe option to place the
product in store. Within six months the plan should have a
foundation of a product line, and some visual campaigns to show.