Integrated Marketing Mix (7Ps) for a Cultural Apparel Brand Launch (U Gyan Taikpon Mock-up Plan)

The Story: Launching a brand extension that respects a 50-year legacy while appealing to modern consumers requires more than just a good product—it demands a seamless experience. For the U Gyan Taikpon mock-up plan, I meticulously crafted an integrated 7Ps marketing mix to ensure every touchpoint reinforced our core message: "More Than Attire - A Symbol of Identity."

Product: We designed two distinct lines: the "Legacy Line" for tailored professional wear and "Casual Wear" with relaxed fits and bold cultural prints, both featuring modern wrinkle-resistant fabric technology for convenience.

Price: A value-based affordable premium pricing strategy was adopted, positioned competitively against international brands like Uniqlo while justifying craftsmanship.

Place: An omnichannel distribution approach included flagship stores in key urban markets (Yangon, Mandalay), department store partnerships (Junction City), online platforms (Shop.com.mm and a minimalist e-commerce website with AR try-on), and pop-up shops at festivals and universities.

Promotion: A 360 marketing approach emphasized word-of-mouth and referral programs, leveraging influencer collaborations with local fashion icons like Pyay Ti Oo, and digital advertising across social media (Facebook, TikTok #WearYourIdentity challenge) and Google Ads.

People: Success hinges on well-trained staff with deep knowledge of Myanmar's textile heritage, empowered artisans, strategic brand ambassadors, and an efficient CRM for personalized customer support.

Process: Operations were designed for a seamless, high-quality customer experience, from omnichannel order fulfillment with custom tailoring to digital engagement, quality assurance, and eco-logistics.

Physical Evidence: Tangible elements like flagship store designs, eco-friendly reusable cotton packaging with QR codes linking to artisan stories, and consistent digital visuals were crucial for building trust in a skeptical market.

For a detailed breakdown of each P, read the full mock-up plan at: shainwaiyan.com/marketing-plan