Marketing plan of Ecoalf

Abstract

Ecoalf is a Spanish slow-fashion company, with a mission and values that differentiate it from other clothing brands, since all its products are ecological, high quality and highly durable. All the raw materials used are 100% recyclable: waste from the bottom of the sea, recycled polyester, recycled tires, etc. Ecoalf obtained in 2018 the B-Corp Certificate, becoming the first Spanish brand to receive it. This certificate identifies the company that creates a positive impact on society. In recent years, society and companies have become aware of environmental problems and a greater environmental concern has been perceived. This has affected people's consumption habits, which consider the environmental impact of the products and the ethics of the company. Therefore, many companies have had to adapt to this change. In this marketing plan, we have carried out an internal analysis to study the resources and capabilities of Ecoalf and external analysis of the micro- and macro-environment, as well as the analysis of the main potential competitors of the company. Subsequently, the objectives to be achieved and the actions to be carried out to achieve them have been established. 12 actions have been proposed, most of which focus on promoting the company. Finally, these actions have been assigned a budget and a schedule to determine their duration. Control methods have also been established for monitoring the objectives.