The primal objective of this Independent Study is to compose a marketing plan for “Bimbo”, a new brand of kids apparels. The author carefully develops the marketing plan with respect to the current market, industrial production, and external circumstances. And also analyze the industry competitiveness via benchmarking against competitors in the market. According to the study, the market of the children attires is trending upward with respectable continuous growth. Several factors are responsible, and support this market direction. As the matter of fact that new generation parents prefer to have less kids, this significantly increases the power of purchasing of the parent per child. Moreover, in comparison with the previous generation parents, new generation parents tend to nurture their children and willing to spend more. In addition, the year 2012, in Chinese Calendar, is the year of the golden dragon. Thai people favor and expect to have more newborn in this particular year with the belief that the golden dragon will bring luck to their children. This adds tremendous demand to the young apparels market. The objective of the marketing plan, Bimbo brand for kids apparels, is to generate 5 million baht in annual revenue within year 2013. And also conduct the brand awareness domestically throughout various marketing activities to the target market, new mother, who is also a working woman, with newborn kid younger than 6 years old. These ladies has high purchasing capacity and willing to buy quality products for their kids. Bimbo responses to this demand by positioning its selling point to be fashionable and trendy clothes with reasonable price for children younger than 6 years old. The underlying marketing strategies for Bimbo emphasize on researching and developing new innovative apparel products, escalating the confidence of the customers through the satisfaction guarantee program with exchangeable product, pricing based on value, and distributing the goods through channels tailored to the target group; for example, website, stores at Asiatique, and office area. Integrated marketing communication will be employed in the strategic implementation of the marketing plan in order accomplish the founded objective.
