Table of Contents
Executive Summary3
1.1 Company Mission3
1.2 Mission Statement3
Product Offerings and Benefits3
2.1 Products and Services3
2.2 Distribution3
2.3 Benefits3
The Market4
3.1 Market Location4
3.2 Pricing4
Market SWOT Analysis5
Environmental Analysis6
5.1 Consumer and Social Factors6
5.2 Technological Factors6
5.3 Legal and Regulatory Factors7
Objectives of the Plan7
The Target Market7
7.1 Market Analysis7
7.2 Market Research8
7.3 Target Profile9
Product Analysis10
8.1 Product Positioning10
8.2 Brand Positioning10
8.3 Point of Difference10
8.4 Competition11
Marketing Communication Plan13
9.1 Marketing Objectives13
9.2 Advertising Plan14
9.3 Sales Promotions Plan15
9.4 Public Relations16
9.5 Personal Selling16
9.6 Direct Marketing16
9.7 Online/ Internet Marketing16
Performance Measurements20
Schedule and Budget21
Sources of Data and References22
1. Executive Summary
Francesca’s is one of the fastest growing specialty retailers in the United States. Retail locations are designed and merchandised to feel like independently owned, upscale boutiques, and provide our customers with an inviting, intimate, and differentiated shopping experience. The company offers compelling value with a diverse and uniquely balanced mix of high-quality,
