Role: Marketing Advisor
Brief: To Create a Strategic Marketing Plan for new brand to increase Awareness and Market penetration.
Company Overview
Caracal Equestrian was founded in 2015 by Ailsa Reeve, a fashion graduate and accomplished horse-rider and trainer. Combining her expertise in fashion and equestrianism, Ailsa created a brand focused on transforming traditional equestrian products.
Caracal’s mission is to infuse “design and flair” into equestrian apparel, offering riders stylish and attractive alternatives to the often dull options currently available. The brand aims to give customers the freedom to feel confident and fashionable in their equestrian wear, setting itself apart in a competitive market.
Caracal Equestrian boasts a diverse range of products, impressive for a young company. The brand frequently releases new lines to stay relevant in the evolving fashion market.
Core Products:
- Stock Shirts
- Jodhpurs
- Jackets
These staple items remain consistently in demand, with only design and pattern trends evolving over time. Caracal’s strategy focuses on blending timeless equestrian essentials with fresh, stylish patterns to appeal to modern riders.
Executive Summary
Goals:
Sales Growth:
- Initial focus: Slow sales growth in the first year through strategic marketing.
- Long-term aim: Accelerate sales significantly after gaining momentum.
Market Share Expansion:
- Establish brand awareness to secure a share in the multi-million-dollar equestrian products industry.
- Aspire to become a recognized name, even as a small company.
Strategies:
Increase Awareness:
- Highest priority to drive sales and market share.
Increase Market Penetration:
- Expand beyond current reach through targeted tactics.
Tactics and Action Plans
Increase Awareness:
Collateral:
- Distribute brochures and leaflets to maximize physical outreach.
E-Marketing:
- Email campaigns and promotions to grow the mailing list.
- Keyword marketing to enhance search engine visibility.
Promotions:
- Discounts for mailing list sign-ups.
- Free gifts for purchases.
Publicity:
- Collaborate with magazines, influencers, and bloggers for broad exposure.
Social Media:
- Leverage paid social media targeting for an expanded reach.
- Special Events:
- Host product launch parties to generate buzz and awareness.
Increase Market Penetration:
- New Distribution Channels:
- Wholesale select products to retail stores.
- Showcase 2–3 key products to attract interest and drive online sales.
