A MARKETING PLAN TO LAUNCH THE NEW BESPOKE COLLECTION BY HEEL THE WORLD, TO INCREASE SALES AND BRAND AWARENESS

Executive Summary Founded by Fred Deegbe in 2011, Heel the World is a privately-owned company which provides bespoke and ready to wear luxury shoes and accessories for its cherished clients. The company also prides itself in inspiring other entrepreneurial start-ups to grow and go for their dreams. To determine the gap between Heel the World’s current position and its desired position, an in-depth interview was conducted to discover the root cause of the gap. Also, internet research helped provide more information about the company’s position and competition. From the interview and internet research, the company realized a need to increase its brand awareness and sales through the launch of a new bespoke collection. The company seeks to enter and make a name for itself in the European market specifically, the United Kingdom and/or Paris. They therefore require a marketing plan to help spur brand awareness and sales of the new collection. The plan encompasses an analysis of Heel the World’s internal and external environment, an overview of the company’s needs as well as a brief of its goals and objectives. The marketing tactics to be implemented were then based on the internal and external factors in addition to reviewed literature. Using the experiential framework model as the primary model for creating a solution along with the key success factors to launch a luxury brand provided by the literature, a marketing plan was created. The plan if strategically implemented, seeks to increase brand awareness in Africa and Europe by 10% among its target market every quarter in 2017 and 2018. The launch also hopes to realize an increase in the product prices and sales by 60% and 50% respectively.