Marketing Plan

Mission Statement: Making Cheryl Cole a global brand; by combining her image of a fashionista with business to create a powerful brand. Over the period of two years Cheryl Cole will be a trend amongst the mass audience.

SITUATION ANALYSIS:
SWOT ANALYSIS:

COMPETITOR ANALYSIS:
Analyses of Cheryl Cole competitors state that Nicole Scherzinger is her biggest competitor at present as she comes from same background as Cheryl Cole that is she started her career with girl band, she is also judge on X-factor where she had replaced Cheryl Cole. Nicole Scherzinger’s biggest USP is that she is in the eye of the masses unlike Cheryl Cole. Other strong potential Competitors of Cheryl Cole are Rihana,Kim Kardashian and Victoria Beckham when it comes to achieving global fan support through fashion retail industry and later in order to come up with an entertainment-show. Others like Taylor Swift and Katy Perry are a kind of competitors when it comes to endorsing and style statements which though Cheryl Cole is a fashionista she has not established her style statement (Based on findings stated in APPENDIX A).

    GLOBAL RECOGNITION
PERCEPTUAL MAP: The map helps us to understand where Cheryl Cole ranks and which area she has to improve on in order to become a Global Brand. (See Appendix A)

VICTORIA BECKHAM

TAYLOR SWIFT
NICOLE SCHERZINGER
KIM KADARSHIAN

KATTY PERRY
RIHANA

FASHION
INDUSTRY
SINGING



MAKING CHERYL COLE GET GLOBAL RECOGNITION THROUG FASHION
CHERYL COLE



LOCAL


OBJECTIVES:
Based on situation analysis and competitor analysis below are three major objectives in order to achieve the mission to make Cheryl Cole a global brand. The objectives are as follow:
  * MAKING HER A GLOBAL STYLE ICON THROUGH RETAIL CHANNEL.
  * Becoming a powerful brand ambassador.
  * Launching a fashion based INTERNET TV Show and Cheryl Cole BOUTIQUE.

TARGET MARKETS:

In order to achieve the objectives of the market plan and to gain...