Adorable Annie’s: Adapting to the Times.

(Marketing Plan)

Researcher: Jeffery Joseph Professor: Dr. Bobra Crockett-Hoggard

Course: Principles of Marketing Research ADVA208Institution: The Art Institute of Atlanta- Decatur.

Date: May 12th, 2015

Table of Contents

1. Introduction2. Purpose3. Industry Analysis4. Problem Statement5. Research Results6. Objectives7. Hypothesis8. Null Hypothesis9. Limitations10. Conclusion

Introduction

• Client: Adorable Annie’s• Adorable Annie’s is a small boutique-clothing

store ran by business partners and friends, Sally Jefferson and Allison Thompson.

• Adorable Annie’s specializes in high quality children’s apparel and accessories.

• The store is located in a small strip mall in Fairfax, Virginia near a GNC, a small coffee shop, a florist and pizza place.

Purpose• I chose this company because of its smaller size and the fact that it

is located in a fairly wealthy suburban college town, which is Fairfax, Virginia

• Adorable Annie’s is currently not generating the profits they desire and they do not think their company name is well known locally.

• Adorable Annie’s need more revenue and more brand exposure to survive as the leading high end children’s wear boutique in Fairfax, Virginia.

• Adorable Annie’s is not very active online and has failed to adapt with the times.

• The method of market research that will be conducted will be primary research via a questionnaire for Adorable Annie’s.

Industry Analysis• Current market conditions: Increasing market value for

housing, Job market is good and the Crime rate is low.• Demographic information:

– Age: (18-20 = 8.33%) .(21-29 =33.33%) (30-39= 41.67%) (40-49=16.67%)

– Race: (White = 60.8%) (Hispanic=16.1%) (Asian=14.8%) (African American=4.8%) (Other/Mixed = 3.4%)

– Income: $124,316 median, 49,000 per capita.– Education: (High School= 16.67%) (Some College = 25%) (College =

25%) (Some Graduate School=16.67%) (Graduate School = 16.67%)– Gender: 83.33% Female, 16.67% Male

Industry Analysis (Continued)• Trends and conditions related to the client :• The Children's and Infants' Clothing Retail industry will

experience steady growth over the next five years as revived sentiment boosts overall sales.

• Children’s apparel will always be in demand and be relevant as long as children are being born and raised in Fairfax, Virginia

• Some trends related to the client would be having an online shop and using social media as a shopping platform.

• Another trend is using alternative methods of payment such as bit coins, and mobile payments such as PayPal, Google Wallet, Apple pay etc. when in store or online.

Problem Statement• Adorable Annie’s is in need of Online Advertising, Social

Media presence and an online retail store.• Right now, Adorable Annie’s have not advertised much but

currently have a Facebook page which is updated only weekly.• They do not have a website and do not offer online sales at

this time nor have a email database to keep up with clients• A total of 12 submissions were received from the respondents

to us for the questionnaire• All of the submissions were accepted and included because all

submissions were appropriate and met all criteria for primary research.

Research Results• The purpose of the questionnaire was to identify the Target Market

for Adorable Annie’s and learn more about the online activity of consumers, social media consumption and how consumers like to shop currently.

• 60% of Adorable Annie’s consumers are under the age of 45.• Only 35% of of Adorable Annie’s consumers are male, 65% of them

are female.• 66% of consumers use social media multiple times a day daily.• 95% of consumers have children under 3 years old.• 77.33% of consumers spend less than $20.00 on outfits for their child.• 51% of consumers prefer to shop online or both rather than just

physical brick and mortar stores.

Data Graphs

Research Objectives

• Identify the target market and Demographics of Adorable Annie’s and the consumer behavior of it.

• An understanding of how many consumers of Adorable Annie’s use social media.

• An understanding of how many consumers of Adorable Annie’s shop online.

Hypothesis

Consumers want to be reached through social media and prefer to shop online, Being active on social media and setting up an online retail shop will bring relevance and another outlet for income for Adorable Annie’s.

Null Hypothesis

If the use of social media and online shopping increases then consumer spending and profits for Adorable Annie’s will also increase ." Based on the survey conducted, this hypothesis will be either accepted as correct or rejected as incorrect.

Limitations

• There were influences and limitations that I, the researcher cannot control such as:

- the lack of sufficiently large sample size- the amount of questions answered by certain

group - Lack of long duration for the questionaire

conducted.

Conclusion• Based on the research conducted, A conclusion would be

that Adorable Annies would benefit from being more active online.

• According to the data collected, Most of our consumers or potential consumers are females who have children but will usually not spend more than $20 on a single garment for their children.

• 51% of consumers prefer to shop online or both online and brick/mortar and majority of consumers spend more than 75% of their time online using social media on either their web browsers or their mobile apps.