Marketing report-QNG clothing company in Adelaide

1. Introduction

As people's living standards improve in Adelaide, people's requirements for clothes constantly changing, people are not demands to wear comfortable clothes, but also inexpensive, beautiful style. QNG Company’s clothing is known for cheap, and has a good quality and style, and wanted to enter the South Australian market set up their own clothing store in Adelaide.

The purpose of this report is to give managers a suggestion on how to operate in Adelaide are successful store. There are six aspects can be discussed, which are brand & store named, consumer groups, Adelaide's environmental analysis, site selection, competitive analysis & investment risk analysis and marketing strategy.

2. Discussion

2.1Brand & Store Named

Qnigirl is a leisure brand of QNG Company in South Korea, because prices are low, so very popular. QNG is a clothing company in South Korea, however, it sold the clothes are not QNG to manufacture, but QNG commitment to design, Dongguk door factory to manufacturing, processing. Part is specified in QNG China factory, then finished products back to Korea or sold all over.ONG insisted that the modern, simple and natural, high quality clothing to the consumer. Because they have a unique product planning, development and marketing system, in order to achieve low cost of shop operations（Qnigirl 2011）.

The brand of Qnigirl is unfamiliar brand in Adelaide, so it should take a featured name, in order to have an advantage in the competition. Therefore, the store named $ 10 girl's clothes. This name means taking all the clothes are $ 10. There are two advantages. Firstly, low price can attract customers to buy. In addition, it can save the time of asking the price by customers.

2.2 Consumer Groups

The main groups of consumers are in the 20-30 years old, extensions of consumer are in the 16-35 years old. Because there are many kinds of clothes, for example, short skirts for students, and suits for office ladies and so on.

2.3 Adelaide's Environmental Analysis

South Australia is located in south-central Australia, an area of ​​98.4 square kilometers, population 1.6 million; capital of Adelaide (population 1.08 million), a mild climate seasons. The social welfare is high, for instance, children free education, universal free medical care, retirement pensions is high and so on, so remove all the worries of the residents. Moreover, Adelaide has weekly system, wages are paid once a week and wages usually paid in the last day of week. Thus, the bars, restaurants, department stores will be a good business in the weekend（South Australia, 2011）. Therefore, we can open the extra hours on weekends and give sales discount. According to Australian Bureau of Statistics 2010 that Australia has a high minimum starting salary is $ 15 a week, but also has remained very low unemployment rate in developed countries. The situation is the same in Adelaide. This will help us develop the clothing market in Adelaide.

2.4 Site Selection

Store address should be selected in the commercial activities between the downtown, high traffic public places or near population, so the best place should be chosen in Rundle Mall. In Adelaide, Rundle Mall is a major entertainment center; there are many shops, restaurants, supermarkets and it surrounded by commercial centers and schools. For example, it has 3,000 food court seats with a wide variety of food offerings. With over 400,000 customers every week and 23 million visitors annually, Rundle Mall is the most popular shopping mall in Adelaide. In addition, it is not only convenient transportation, there a variety of ways that you can get to Rundle Mall, such as bus, car, train and tram. Thus, attracting more people to come here, it will increase revenues（Rundle Mall 2010）.

Due to the excellent conditions, there are many brands store in Rundle Mall, such as A-Mart All Sports, Borders Books, Spotsgirl, Dick Smith Electronics, Priceline, Kookai and so on. Among them, two stores can be introduced, which are Sportsgirl and Kookai.

2.4. i Sportsgirl

Sportsgirl is one of Australia's favorites young women's fashion labels, owned and operated by the Sussan Retail Group in Australia.With multiple stores across the country. The first Sportsgirl store was opened in 1948 in Melbourne. Since that time, the Sportsgirl brandset up stores in other cities, it was loved by the girls. There are two stores in Rundle Mall, one is located Shop G1 40-60 Rundle Mall Plaza, the other located 154 Rundle Mall. The stores with thousands of young and old women visiting every day for fashion clothing and get a great prices (Sportsgirl 2011).

2.4. ii Kookai

Kookai is a French fashion label founded in 1983 by Jean-Lou Tepper, Jacques Nataf and Philippe de Hesdin. It purposes is to search that to provide the clothes can be paid for young women. It has many stores in the world, such as Europe, Australia, America and Asia. Its clothing line is generally characterized by French fashion trends. The brand of Kookai is a highly creative and energetic brand, the color combination of the most colorful, eye-catching design, unconventional style, leading the trend. In fabrics, innovative, high-tech post-processing is essential, there is pre-washed and washed the effect of the use of enzymes. In the multi-style design and can see the way the new mosaic combination effects. The store located 5 Adelaide Central Plaza Rundle Mall in Rundle Mall, every day has a lot of customers and rich revenue (Kookai 2011).

Therefore, according to the above two success cases, the company of QNG should choose the store in Rundle Mall.

2.5 Competitive Analysis & Investment Risk Analyses

2.5. i Competitive Analysis

According to the survey, Adelaide's cheap clothes are imported from China, although cheap, style and quality are not good, and those styles from Europe or America, although there is good quality, there is a high price, such as Gucci, the price is $ 1000, which is the high consumption level, while there is the prices reasonable in Qnigirl, substantial and sustained to provide a simple and stylish clothing. Therefore, thorough implementation of low-cost operation, with the fastest, lowest way directly connected to production and sales efforts to achieve the most comprehensive customer service.

Take the above two brands we have to analyze, one is Sportsgirl, the other is Kookai.

Compared with the QNG (Qnigirl), there are three aspects can be analyze of two brands, as follows,

Bands   Aspects	PRICE	QUALITY	STYE
QNG (Qnigirl)	$10	Cotton	Leisure & sport
SPORTSGIRL	$29.95-129.95	Cotton & Silk	Leisure
KOOKAI	$120-290	Cotton & Silk & Nature fabrics	Leisure

(Sportsgirl & Kookai 2011).

By comparison with the two companies, we can see that QNG (Qnigirl)'s advantage is its low price and rich styles. However, the low price only not enough, in order to be successful in the competition, QNG Company should be able to predict the risk.

2.5. ii Investment Risk Analyses

There are two kinds of risk in the investment. Firstly, industries risk. As the clothing brand more competitive, there are many counterfeit products and similar brand names.

In addition, advertising risk. Advertising investment is large, if not a good advertising plan, publicity is not enough, investment will have the possibility of failure. Therefore, a good marketing strategy is essential.

2.6 Marketing Strategy

2.6. i Product Strategy

To achieve the diversity of clothing styles, and to ensure adequate supply and sizes, each item comes with a proprietary shopping bags.

2.6. ii Sales Strategy

I came up with the following solutions:

·         Mobile advertising to take a bus advertising, fashion magazine advertising

·         Publicity through the Internet

·         Send printed logo and design of small souvenirs

·         Launch promotional activities: over $100 gifts to one clothes

3. Recommendations 

The company wants to enter new markets successfully, it should be fully prepared and investigated. Through this report, I suggest that QNG Company should:

3.1 Take an attractive shop name

A good store name has a great influence on the customer, the named of $10 girl's clothes is a good way to attractive people.

3.2 Determine the appropriate target

According to clothing styles and characteristics, young people and students should be selected for the main purchasing power.

3.3 Understanding of local environment

QNG Company wants to invest in Adelaide, must have good understanding of local culture, population, income and so on, it is helps to better jobs in the future.

3.4 Correct location

For profitability of the shop, address selection is very important, so there are a lot of people, convenient business center is the most appropriate selection.

3.5 Ready to compete and risk analysis

Only by understanding good information between the industries, it will better improve their own, only to predict the risk in advance, in order to minimize the loss.

3.6 Good marketing strategy

Good marketing strategy is the key to open the market successfully, the company should use good ways to attract customers to gain recognition.

4. Conclusion

In conclusion, in relation to the QNG clothing company marketing report in Adelaide, six points can be discussed, which are brand & store named, consumer groups, Adelaide's environmental analysis, site selection, competitive analysis & investment risk analysis and marketing strategy. This report is to prepare for entering markets in Adelaide successfully, only under the fully prepared, it will make the investment to obtain the maximum benefit, so that QNG Company in the new area to be successful.