Marketing Question: You are a marketing consultant hired by a fashion brand that

Marketing Question:
You are a marketing consultant hired by a fashion brand that primarily targets Generation Z consumers (individuals born between the mid-1990s and early 2010s). The brand has been experiencing a decline in sales recently and wants to revamp its marketing strategy to appeal to this younger demographic effectively. Develop a detailed marketing plan outlining your strategies and tactics to rejuvenate the brand’s image and regain its competitive edge in the fashion industry among Generation Z consumers.
Rubric:
Criteria for Assessment
Market Research and Consumer Insights (25 points):Did the student conduct extensive research on Generation Z’s preferences, values, and shopping behaviors?
Were insights into what this demographic values in fashion and brands incorporated into the plan?
Brand Positioning and Messaging (20 points):Did the student provide a well-defined brand positioning strategy that resonates with Generation Z?
Were messaging and communication strategies aligned with this positioning?
Product and Collection Strategy (20 points):Did the student suggest product offerings or collections that cater to the preferences and needs of Generation Z?
Were recommendations made for product innovation or sustainability, if relevant?
Marketing Mix (15 points):Did the student outline a marketing mix (Product, Price, Place, Promotion) tailored to the target demographic?
Were specific tactics and channels mentioned for each element of the marketing mix?
Digital and Social Media Engagement (15 points):Were recommendations for enhancing the brand’s digital and social media presence and engagement strategies included?
Did the student discuss influencer marketing, content creation, and other relevant strategies?
Sustainability and Ethical Practices (10 points):Were suggestions made for incorporating sustainability and ethical practices into the brand’s marketing strategy?
Did the student address Generation Z’s concern for environmentally and socially responsible brands?
Budget and Resource Allocation (10 points):Did the student discuss budget considerations and allocation of resources for the marketing plan?
Was the allocation of resources justified and realistic?
Measurable Objectives (10 points):Were clear and measurable marketing objectives presented?
Did these objectives align with the overall strategy and target market?
Creativity and Innovation (10 points):Did the student demonstrate creativity in their marketing strategy?
Were innovative approaches or ideas included to captivate Generation Z consumers?
Clarity and Organization (10 points):Was the response well-structured and organized?
Were ideas and concepts presented clearly and coherently?
Grammar and Presentation (10 points):Were there minimal grammar and spelling errors?
Was the document visually appealing and easy to read?
Total Points: 155