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Strategic Marketing Plan – Amante


Strategic Marketing Plan – Amante

Word count – 5721


“Formulating A Strategic Marketing Plan”


Select a company where you can obtain internal and external data as to its products, markets, competitors, customers etc. Preferably it should be a medium scale or a largescale company. Volume of sales should be at least Rs. 24 million per annum.
Assume that you are given a consultancy assignment to write a comprehensive marketing plan for one of their products or category of their products and write a marketing plan in the given format below for a period of one year.
The format is only a guideline and the page length of content stated therein could change as per the merits of the case. However, you may not deviate plus or minus 20% of the page length given. You can make assumptions, but it should be logical.
Your arguments and forecast should be supported by relevant data/information and if possible, it should be included to the appendix.
Executive summary should be written after completing all other parts of the report and it should describe the whole marketing plan in a nutshell. A special practical session will be held during the classes to coach students on how to write an executive summary.

1. Executive Summary
a) Summary of Situation Analysis
b) Summary of Marketing Objectives
c) Summary of Marketing Strategies

2. Situational Analysis (Marketing Audit)
1) The Company
1. The products and services that the company is offering, product life cycle and USP etc
2. Sales (last 05 years)
3. Revenue and revenue growth (last 05 years)
4. Current market share
5. Current distribution systems
6. Pricing methods
7. Promotional activities in last two years
8. Positioning & Branding strategies etc
9. Description of the characteristics of target customers
10. What do they buy?
11. Why do they buy?
12. When do they buy (are there any special situations/movements to buy)?
13. How do they buy?
14. Buying decision process
15. Total sales, revenue & growth (industry)
16. Market Trend/s Opportunities & Threats

2) Competitor Analysis
a) List of Primary competitors
b) List of Secondary competitors
c) Possible new competitors
(Describe following details of top two players in the market or any
other competitor that would pose a threat to you or that you would be
fighting with to enter the market)
e) The products and services that the company/s is/are offering, product life cycle and USP, etc
f) Current market share
g) Current distribution system
h) Pricing methods
i) Promotional activities in last two years
j) Positioning strategies
k) Branding strategies
l) Mind and heart share for the competitor’s products
m) Technological leadership

3. SWOT Analysis

4. Marketing Objectives

5. Marketing Strategies
1. Target Marketing Strategies
2. Positioning Strategies
3. Overall Marketing Strategies (Growth strategies, Overall Competitive
strategies etc)
4. Marketing Mix Strategies (7ps)

6. Marketing Activities & Budgeting
i. Action plans to achieve marketing mix strategies
ii. Sales forecasting
iii.Setting Marketing Budget

7. Monitoring and Evaluation

Additional information

Table of Contents

Executive summary
1.0 Situational analysis
1.1 Company background
1.1.1 Revenue
1.1.2 Current market share
1.2 Product offerings and unique selling proposition (USP)
1.2.1 Product life cycle
1.3 Current distribution systems
1.4 Pricing method
1.5 Promotion activities in last five years
1.6 Positioning and branding strategies
1.7 SWOT analysis of Amanté.
2.0 Customer analysis
2.1 Market segmentation
2.2 Consumer behavior
2.3 New trends of the industry
3.0 Competitors analysis
4.0 Marketing objectives
5.0 Marketing strategies
5.1 Target marketing strategies
5.2 Positioning strategies
5.3 Growth and competitive strategies
5.4 Marketing mix
5.4.1 Product
5.4.2 Price
5.4.3 Place
5.4.4 Promotion
5.4.5 Physical evidence
5.4.6 Processes
5.4.7 People
6.0 Marketing activities and budgeting
7.0 Monitoring and evaluation


Executive summary

The main objective of this study is to provide a marketing plan to Amanté which is an international intimate wear brand, offering comfort, fashion, and sensuality to the modern South Asian women. Amanté currently successfully operates in India and Sri Lanka. This marketing plan focuses on Sri Lankan market and the market plan is developed for a period of one year. This marketing plan covers situational analysis, SWOT analysis, marketing objectives, marketing strategies, action plan and budget to achieve marketing strategies, monitoring and evaluation process.
Amanté’s product range covers everyday wear, lingerie for special occasions, night wear, swim wear, active wear etc. While, everyday wear category reaches to maturity level, other products are in growth stage of product life cycle. It follows a hybrid strategy by offering premium products for affordable prices. Its pricing strategy is value based pricing strategy. Amanté has its own exclusive stores, an online store and a network of retail partners. Amanté targets four key market segments; socialists, corporate women, modern mothers and teens.
This report sets marketing objectives to be achieved with in the year. Key marketing objectives are to increase the market share up to 25% by attracting customers from the market leader and the become the leader in the market, increase sales by 50% through the online store and increase brand awareness about value proposition among target customer segments by 75%.
This report evaluates marketing strategies comprehensively to achieve marketing objectives. It is recommended to deploy two different targeting strategies for different types of customer segments. A,and B in which socialists and corporate women are the largest and the most profitable customer segment of the company. In this segments, company needs to gain customers from competitors while retaining existing customers. In C and D (modern mothers and teens), company should focus to increase the purchasing frequency while attracting new customers and retaining existing customers. E commerce platform should be further improved in order to target teens. Further, Amanté should position two different ways in different customer segments. Further, this report suggests different growth strategies and marketing mix which are marketing tactics to achieve objectives.

1.0 Situational analysis

Situational analysis refers to the marketing audit which focus on internal and external environment of the organization. Here, different tools are used to evaluate organization’s capabilities, business environment, customers and competitors.

1.1 Company background

Amanté is a brand of MAS Holdings. MAS Holdings is the largest apparel and textile manufacturer in South Asia. MAS Holdings is also the largest intimate wear and lingerie manufacturer of South Asia who is a manufacturing partner of renowned global brands such as Victoria’s Secret, PINK, La Senza, Calvin Klein, M&S, Athleta, Gap, H&M, Triumph etc. Started as family business, Currently MAS is the largest non-listed conglomerate in Sri Lanka in term of revenue which exceeds USD 1 billion p.a. (MAS Holdings, n.d).
With over 25 years of excellence in the field and experience of suppling intimate products to world’s renowned brands, MAS developed its own brand called Amanté to especially tailor to South Asian woman and launched in India in 2007. Amanté is the Sri Lanka’s first brand of world class intimate wear. With the success of Indian market, in 2012 Amanté was unveiled in Sri Lanka. Amanté has crafted a range of intimate wear offering range of fashionable lingerie, nightwear, swimwear, active wear, shape wear etc. There are approximately 1200 employees out of 99,000 total employees of the group (MAS Holdings, n.d). Amanté mainly operates in India and Sri Lanka and also brand has presence in other South Asian countries too.

1.1.1 Revenue

80% of total revenue of Amanté are generated from the Indian market. Overall annual revenues over the last five years are illustrated in figure 1. Overall annual revenue was gradually increased in the period from 2016 to 2019, however, in 2020 revenue was decreased by 6% compared to 2019 (Amanté, n.d). There was significant increase of revenue once launched the brand in Sri Lanka in 2012. However, in last five years, growth of the revenue has been reduced. Annual revenue of the Sri Lankan market is approximately 15% of total annual revenue (MAS Holdings, n.d).