This report analyzes the marketing plan for the launch of ‘Matches fashion’ in East London, utilizing green marketing and guerrilla marketing strategies. It includes a location proposal, STP analysis, Porter’s 5 Forces, and a logo proposal. The project management section outlines a GANTT chart, team management with the STAR framework, and a risk log. It also proposes launching 12 sustainable brands, a green café, and enhancing the in-store consumer experience, along with marketing strategies such as AIDA, RACE, and visual merchandising.
The research incorporates surveys, focus groups, and secondary sources like WGSN,articles and SimilarWeb.
SKILLS APPLIED: Project Management and risk assessment, strategic marketing and consumer engagement, leadership and team management, retail and location strategy, Problem solving and risk mitigation.
Objective:
The aim was to create a comprehensive marketing and project management plan for the launch of a new ‘Matches Fashion’ store in East London. This group project focused on utilizing innovative marketing strategies, such as green marketing and guerrilla marketing, while proposing sustainable brand offerings and enhancing the consumer experience. The goal was to establish Matches Fashion as an ethical luxury retail leader in an emerging market.
Duration: April 2023- June 2023
Project type: Group Project.
Challenges Faced:
How We Overcame Them:
Result:
The group project culminated in a comprehensive marketing and project management plan that established Matches Fashion as a green retail pioneer in East London. The strategies and consumer experiences were praised for their creativity and effectiveness, highlighting the brand’s potential to attract eco-conscious consumers while standing out in a competitive market. The project demonstrated the team’s ability to work collaboratively, manage resources, and align with the sustainable luxury trend.