Horseed, Marketing Plan Example

Horseed is a non-profit making organization which is formed with a mission to support the local Somali efforts financially so as to attain reconstruction of education services and infrastructure in Somalia. This has a long-term effect in improvement of their life standards due to the opportunities of high quality education offered. Horseed has established several projects whose aim is to raise funds so that they can develop Somali by implementing the idea they have of building schools and homes for orphans. Some of the ways identified on how to raise this money is through putting aside a certain percentage of the sales of the clothing business they have in the United States. The problem is how to bring the new African fashion to America so that one percent of the profit can be donated to build schools for orphans in Somalia.

First, the target audience needs to know where the proceeds of the clothing will go to. Just as they have already started doing, the information about the percentage that goes back to Somalia to build schools needs to be highlighted because it can be used as a selling caption. This is important because this kind of information will woo more people into buying the clothes because they will be buying them not just to get a new outfit but to assist someone in need. The calendars are also a brilliant idea because they not only help to raise more money but also to build trust with the potential donors or customers in the United States. However, there is need to come up with more options on how to sell the idea which in this case they are using African fashion as an avenue.

Africa fashion might not be everybody’s personal favorite in the States so Horseed needs to create a wide range of tastes and preferences for different people. These clothes can be made in terms of age, sex and other aspects that might bring about differences in taste and preferences. Remember the objective here is to make sure that the main product, which in this case happens to be African clothes, is accepted by Americans so that they buy more clothes leading to more profit hence more contribution towards building schools in Somalia. The task again is to make these outfits as attractive as they can be so that the target audience can love them.

One thing that would really work would be consulting with two designers, one from Africa and another from America. The one from Africa would make something that would totally fit an African, something that totally shows the African spirit. The American designer would help in modifying African fashion so as to become more American so as to fit the taste of most Americans. The first lot of clothes would be sold to check if the Americans like them and an analysis would be made on which of the two designs sell more. This would help in identifying which designer to use for the rest of the clothe line.

Besides the design, there are other things that could be used in marketing the African fashion like using a line such as ‘buy this cloth and help in building a school in Somalia.’ A good way of creating awareness on the African fashion would be by use of media to advertize. For instance, a documentary made in Somalia could be broadcasted in the most popular stations and at the end they would discuss about the possible solutions that could help these orphans and that’s where the clothes business would get good publicity. Other forms of advertising would be by newspapers, television or radio commercial breaks, common meeting places for example churches and cinemas, among others.

If the above ideas are implemented, more people would get the desire to buy these clothes to help the kids and eventually get into liking African fashion if the designer keeps changing the designs to what most people would prefer. Horseed should also open a forum for questions from the public so that they can build more trust with them.