Carter's brand Essay Example | Topics and Well Written Essays - 1250 words

Carters brand - Essay ExampleMost of the families have two wage earners. In general, Carters is focussed on three different markets namely infants, toddlers, and preschoolers. (Carters Company Profile, 2006).Strategy Statement. Be in one of the most highly rated industries for stability and success, Carters offers a high spirit costume to everyone who wants excellence for their children. It is advantage is that Carters meets the requirement of wide audience merchandise fashion made of high quality materials. The high quality materials are the important criterion for Carters. It does not want to reduce costs of production as it can worsen quality of goods (Casters Inc, 2006).Recommended Message Strategy. In order to compete on the market, Carters can implement new product line based on natural materials only for those who are health conscious and are willing to sacrifice for natural fabric and dyes. This strategy will help to create a core of loyal supporters and repeat buyers. The target audience of Carters will not be changed greatly, although Carters can attract high income market segment that can afford high quality baby clothes at high price. This new line will help to penetrate to new market and create a strong target audience. The sales strategy is to build and open new locations on schedule in order to increase revenue. This strategy will help to overcome possible demographic changes and attract new market segment in order to sustain strong brand and market image as a leader in the USA baby clothes and apparel for a la mode(predicate) youngstersSWOT ANALYSISStrengths1. Brand Recognition. Carters brand creates a complex bundle of images and experiences in the customers mind. It represents a promise almost a high quality children clothes and the latest fashion designs. Carters brand recognition helps it to differentiate the companys offering from all others. Customers integrate all their experiences of observing, using, or consuming children clothe s with everything they hear and read about it (Carters, Inc. Reuters, 2006).2. Brand Equity. Brand equity represents the added value that accrues to a product as a result of Carters prior investments in the marketing of the brand. Brand equity is estimation of as an asset representing the value created by the relationship between the brand and customers over time. The stronger the relationship, the greater the equity. For example, the value of Carters has been estimated to run in the billion of dollars (Casters Inc, 2006 Fill, 1999).3 constant Financial Growth. Carters retail value is about $17 billion, and expected to jump up to $20 billion by 2010. Also, total wholesale sales increase $8.4 million, or 9.3%, to $99.0 million in the first quarter of fiscal 2005 from $90.6 million in the first quarter of fiscal 2004 (Quarterly Report Carters, 2005.). This tendency shows that Carters is able to defend to changing economic conditions and increase sales volume which is about 17.0% a year (Casters Inc. Hoovers, 2006).4. Technological Innovations used by Carters include Internet marketing. Internet marketing has a wider possibility than traditional marketing. For instance, Carters uses bolt-on systems based on the addition of an e-business system as a value added service to existing supply chains. These types of B2C systems are commonplace among retailers like Carters and help to attract more customers and