1. Marketing Plan
K.H.A.N
By Igor Dukhnovskyi, Urandorjpurev Natagdorj, Louis Soto,
Jane Wu

2. History Behind.
Mongolia
 The Mongolian Empire (1206-1378)
 Founded by Genghis Khan
 Conquered 12 million square miles of land; from
Poland to Korea
 Khan. Rebirth of the Legend K.H.A.N
 Mongolia has evolved with the rest of the world
 Click for video

3. K.H.A.N
 Line of fashion clothing for young adults.
 The inspiration for design comes from the customs and culture of the country
of Mongolia; sharp looking eagles, horses, snow covered mountain tops,
crispy clean fresh air, lakes filled with blue water etc.
 Product is unique and will be essentially different from the ones that are
already offered.
 Committed to produce quality, fashionable products that will satisfy the market
niche of young professional adults.
 Clothing market needs and will accommodate our company of affordable
brand that will offer unique design backed by thousands of years of the history
and traditions.
 Not just be “another clothing company” but rather the company with a soul,
spirit and cultural history and diversity.
 It is believed that every 200th man on Earth has Mongolian roots.

4. SWOT Analysis
Strengths Weaknesses
Presence on Facebook, Instagram,
Twitter
Online Website Available (E-Commerce)
Revealing Mongolian Art and Culture
Affordable Prices
CSR and green marketing initiatives
Location
Online inventory is limited
Absence of accessories
No physical stores at launch
Absence of brand awareness
Lack of experience in fashion business
Limited funds
Opportunities Threats
Increase online inventory
Develop investment opportunities
Launch advertising campaigns
Start retail operation stores
Market expansion
High competition from other fashion
brands
“Just another startup” reputation
Supplier dependent
Increasing material cost
Predatory pricing from competitors

5. Target Markets
Demographics
 Age
 16 to 21
 21 to 35
 Gender
 At launch T-shirts will be
unisex
 Men’s and women’s lines will
be designed and distributed at
later date
 Location
 Online store with shipping
nationwide
 Physical store will be opened
in New York City at a later date
 Will cater to greater NYC area
and tourists from around the
world
 Income level
 25,000 to 45,000
 45,000 to 80,000
 Education level
 High school, some college
 College graduate, post grad
 Occupation
 Students
 Young professionals

6. Psychographics
 Personality
 Entrepreneurs: full of passion and
energy, complimented by a rational, if
sometimes distracted, mind.
Inspiring, convincing and colorful,
they are natural group leaders;
pulling everyone along the path less
traveled, bringing life and excitement
everywhere they go.
 Adventurers: flexible and charming
artists always ready to explore and
experience something new. Fond of
extreme sports and following riskier
behaviors.
 Entertainers: spontaneous, energetic
and enthusiastic, recognize value and
quality. Poor planners, focused on
leaping opportunities rather than long
term planning. Spontaneous buyers.
 Attitudes as expressed through
 Acceptance, Confidence,
Satisfaction, Generosity, Happiness
 Values
 Entertainment, Popularity, Adventure,
Confidence
 Interests/hobbies
 Photography, Street sports,
Skateboarding, Dancing, Singing ,
Blogging/social networking
 Lifestyles
 Active, Travel, Social
 Behavior
 Prestige, Quality

7. Positioning
 Fashion market is oversaturated
 There are a lot of cheap/low quality and very
expensive/better quality products in the
market
 Therefore the price/quality of the product will
be focused on higher quality but lower price
than the completion.

8. K.H.A.N

9. Positioning
 K.H.A.N clothing line is to be perceived by
customers as a new trending fashion line
in which K.H.A.N is a competitor to
 Supreme
 Stussy
 Staple
 A Bathing Ape
K.H.A.N will be successfully competing with other
producers by focusing more on the quality of material
and design on our graphic tees, shirts and tank tops
(refer to the graph above). Prices will be adjusted
accordingly to find an Equilibrium level of demand and
supply. However, prices at launch will be:
 Graphic T-shirts - $35
 Shirts - $50
 Tank tops - $25
K.H.A.N will offer the best product with focus on best costumer service:
• Highest quality at a lower cost than our competitors.
• 24/7-customer service (outsourced).

10. Product Distribution
For product distribution K.H.A.N will maintain a high
influence on social media by having popular “accounts” to
promote on:
 Instagram
 Twitter
 Facebook
These social media personals will be the leading faces in
our campaign and will boost our product sales.

11. Online Advertising
 Online advertising through: Facebook, Google and Bing
networks.
 Budget and details will be discussed in a separate
document.
Reasons to buy from K.H.A.N
 Mongolian art in street wear is untapped, therefore
exclusive.
 Unique design.
 Limited supply.
 Low price for a quality merchandise.

12. Product Strategy

13.  Packaging
 Renewable packaging materials for merchandise
(both for shipping and in store) to stay in flow with
CSR initiatives.

14. Product’ life cycle strategies by phase for the first 12 months
 Introduction phase
 High promotional and advertising activity to raise
awareness of the product.
 Build costumer base with “early adopters”.
 Penetrate the market by pricing low.
 Growth phase
 Expending the target markets.
 Opening physical store in NYC.
 Adjusting prices according to sales
 Expanding the product family.
 Introducing refreshed merchandise (color, sizes) within
the flow of the given collection.

15.  Maturity phase
 Starting product design and development for next
collection ex. Winter collection.
 Lowering advertisement activities.
 Decline phase
 Zero marketing activities, if inventory is not sold launching
“Sample Sale” (further discussed in Promotional
Strategy).
 Adjusting marketing strategies for the next collection.

16. Promotion Strategy
 The global apparel industry - encompassing clothing,
textiles, footwear and luxury goods - reached
approximately $2,560 trillion in 2010. The apparel,
luxury goods and accessories portion of the market,
which accounts for over 55% of the overall market, is
expected to generate $3,180 billion in 2015, with a
yearly growth rate in excess of 4%.
 Product giveaways to:
 Fashion blogs.
 Photographers.
 YouTube reviewers.

17.  Costumer referral incentives program
 10% off coupon for costumers who refer their friends to our
store (name, email, sex, age).
 CSR
 “Buy one and give one away” - to give back to children of
Mongolia in struggle (for 14 days after launch)
 10% of sales proceed to Red Cross Mongolia
 Ensuring safe and fair working environment for people
working on all levels of production.
 Use of renewable resources and non-toxic materials in
manufacturing process.
 Celebrity Style
 Use celebrities to promote our merchandize
 Celebrities are trendsetters

18.  Samples Sales
 Promotional online events called an “Sample Sale”.
 Increase Inventory Turnover Ratio.
 Exclusive to members only.
 Up to 60% discounts.
 Social Media / Advertising
 Theme/color scheme for online presence
 Blue/White colors (think Mongolian “The Eternal Blue
Sky”, clear air)
 Use of social media to increase nationwide brand
recognition via regular and promoted posts.
 Advertising in magazines.
 TV shows and PR with focus on CSR.

19.  After-sale email costumer survey
 Gather important information about product and
service.
 Be perceived as the company that cares about
its customers.
 Partnership
 New York City Fashion Week

20. Distribution Strategy
 Direct Internet sales to end-user
 E-commerce website (already developed and
working).
 Works on all devices and browsers.
 Ability to register or shop as a quest.
 Accepts PayPal and all major credit cards.
 In-store direct sales

21. Nothing is ever perfect

22. Review and evaluation of marketing
strategies
 K.H.A.N is a young company on its pre-production and
pre-sale stage of development. Therefore we
developed guidelines for evaluation once the company
is in operations.
 ROI
 Evaluate ROI on online advertisement and promotions
 Acquisition analysis.
 Users behavior.
 Cohort analysis.
 Engagement with products.
 Impressions.
 Dropout rates, dropout pages.

23.  Costumer response to marketing strategies through
analysis of:
 Traffic behavior.
 Online chat support.
 After-sale email costumer survey.
 Evaluation of CSR in its current iteration and adjusting if
needed.
 Fixing of any technical and logistics related problems
(problems with ordering, shipping, payment etc.)
 Evaluation of customer satisfaction with product.
 Sales numbers
 Did the sales expand along with the market reach?
 If not, complete restructure of the plan is needed focusing
on: target markets, promotional and price strategies.

24. K.H.A.N

25. Website Walk-through
K.H.A.N on Web

26. Thank you for your time
K.H.A.N