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Marketing Plan for Scafé Fabrics’ P4DRY


Firms that want to succeed in their respective segments need to develop and implement the most appropriate business plans. Competition remains a major obstacle that can affect the overall performance of a given organization. Scafé Fabrics is a modern company relying on emerging technologies to design and develop superior fabrics that can be used to make sustainable and strong garments. The leaders at this company are focusing on key attributes that have the potential to promote performance. Some of the key ones include the innovation and production of high-quality fabrics, the concept of sustainability, and promoting the integrity of the natural environment. This marketing plan is for Scafé Fabrics’ P4DRY, one of the leading products that continue to attract attention of many customers and business partners.

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Product Description

Scafé Fabrics is a leading company in the field of innovation and research. Through the power of cutting edge technologies, it delivered its P4DRY product in the early 2010s. This product is derived from coffee grounds that have already been repurposed. Specifically, it is a print layer that is included in garments to deliver specific core functions. Some of them include controlling odor, absorbing sweat, reducing the rate of condensation, and quick drying property. In clothes with this product, users will realize that sweat goes along with the material, thereby increasing the level of comfort (see Fig 1). The company has been keen to continue completing additional studies and researches in an effort to improve the unique abilities and resilience of the P4DRY fabric.

P4DRY concept.
Fig 1: P4DRY concept (Scafé Fabrics, 2021).

External and Internal Situation

The success of Scafé Fabrics is attributable to the nature of innovation the company puts in place. P4DRY is an outstanding product that resonates with the demands of athletes, persons who complete light tasks, and manufacturers of Jerseys. Looking at the external situation, it is agreeable that competition remains extremely high in the market. However, the technology P4DRY delivers is quite outstanding and capable of meeting the demands of more customers. Another aspect of the external environment is that the global community is focusing on the issue of sustainability to protect the integrity of the natural environment (Li, Larimo and Leonidou, 2021). Some companies have also been keen to focus on this technology and deliver competitive products that can rival P4DRY. The presence of traditional Jerseys also explains why rivalry is a major external challenge for Scafé Fabrics.

Internally, Scafé Fabrics has promoted some unique aspects and strengths that can promote organizational performance. For instance, the concept of R&D continues to dictate the nature of innovation practiced internally. The leaders focus on the expertise and involvement of workers to deliver high-quality and sustainable products. The existence of different departments and continued interaction with different business partners is a strategy that has led to positive results. These aspects explain why Scafé Fabrics is able to produce P4DRY and market it successfully to the targeted customers.

Markets and Customers

Clothes are treated as a primary need in almost every society. However, Scafé Fabrics’ materials are intended to go an extra mile and meet the demands of the customers. For instance, the market is keen to identify materials or fabrics that deliver additional benefits and are capable of transforming the experience of the user. Consequently, P4DRY has become a good choice for most of the people in the market. Individuals who exercise regularly, those who want to burn calories, and those engaging in light activities identify sweat as a major problem (Za et al., 2019). The introduction of such a product appears to be the best bet for some of these individuals. The list of possible customers continues to increase. For example, school going children, people working in offices, and those engaging in sporting activities can benefit from the P4DRY fabric. A proper analysis and understanding of the possible demands and expectations of these individuals can help support the marketing process and deliver positive results.

Segmentation, Targeting, and Positioning

To have a successful marketing process, this company has segmented the market accordingly and directed the right resources and initiatives to deliver positive results. Segmentation will allow this organization to identify key groups of customers that are capable of benefiting from the P4DRY product. The first segment includes companies or small businesses that produce and market jerseys and other lightweight clothes (Gazzola et al., 2020). The second one can include individuals who are willing to purchase finished garments from the company that are capable of delivering the outlined benefits. Some of them are school-going children, athletes, cyclists (see Fig 2), and regular exercises. Additionally, the general public can form a good option for supporting the segmentation process.

Market for cycle ware.
Fig 2: Market for cycle ware (Grand View Research, 2020).

The targeting approach guides the company to consider the right group to concentrate all the efforts. For the P4DRY, the selected athletes and persons who exercise regularly would become the best option. The expansion of this model can ensure that the process is seamless and eventually ensure that timely results are recorded. Finally, a powerful positioning approach can encourage more individuals to appreciate and purchase the intended products. In this present case, the company would require a proper marketing mix characterized by competitive salaries, effective promotional approaches, and the use visible places, such as sporting events and online platforms (Boström and Micheletti, 2016). The consideration of successful markets can deliver positive results, such as the United States, the European Union, and Asia. These regions appear to have lucrative markets for P4DRY.

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Marketing Objectives and Directions

The concept of objectives is essential since it guides marketers to delineate their targets and assign duties to all key participants. For Scafé Fabrics, the first objective can be to increase awareness for the P4DRY product by around a given percentage within the stipulated period. The second one could be to increase sales for this sustainable fabric by 18 percent within the same period. The third objective could be for all team members to be aware of the most appropriate channels and approaches that will continue to drive the marketing process and eventually make the company profitable. Another unique issue that the leaders in the marketing department consider is a sense of direction (Išoraitė, 2016). Throughout the marketing process, Scafé Fabrics should identify how some of the acquired lessons will dictate future marketing decisions and replicate the same ideas for the other products. This strategy could result in synergistic marketing plans that work effectively to meet the demands of most of the customers and eventually maximize the recorded profits. Such aspects have the potential to take Scafé Fabrics closer to its goals and continue to meet the demands of its increasing number of customers.

Marketing Strategies, Programmes, and Support

The success of Scafé Fabrics’ marketing strategy currently depends on the nature of initiatives, programmes, and efforts put in place. The selected product is new in the market and might not be understandable to most of the targeted customers. The consideration of appropriate initiatives will make the process sustainable and eventually deliver the intended goals (Rao, 2019). A number of considerations are critical to ensure that positive results are realized. First, evidence-based strategies would be appropriate to support the marketing process and make it more sustainable. For instance, the company can begin by formulating and developing the best team to support the process, identify some of the right Internet-based channels and platforms, and consider emerging tournaments to inform more people about the available P4DRY product (McNeill et al., 2020). Collaboration with some of the identifiable business partners will streamline the process and help sensitize more people about the products.

Second, proper programmes would be essential to ensure that Scafé Fabrics is on the right path towards achieving the intended business goals. Some of the most appropriate ones could include sponsoring sporting activities and entering into new agreements with brand ambassadors. Additionally, the company can identify websites and social media platforms with more subscribers to maximize information sharing. These programmes will ensure that more people are aware of the available products and be interested in their benefits. Third, Scafé Fabrics can identify some of the successful companies and leaders to support the marketing strategy for the P4DRY fabric (Rao, 2019). The use of experiential circumstances and games will maximize the confidence of more potential customers and eventually encourage them to try the product.

Measuring Progress and Performance

A marketing manager at Scafé Fabrics will be tasked with measuring progress and the recorded performance. Specifically, the professional will create a time-plan for pursuing the anticipated goals. he or she will offer insights for identifying how different programmes are implemented and deliver the outlined objectives. A metric system would be appropriate for comparing the deliverables vs. the achieved milestones. The involvement of all key partners and departments head will guide the manager identify areas whereby positive results are being recorded (Boström and Micheletti, 2016). Sales agents and all other key participants will report to their respective leaders. This plan for measuring progress will dictate whether improvements and further adjustments would be needed to support the marketing plan and eventually deliver the outlined goals.

Implementation, Control, and Evaluation

Currently, P4DRY remains a unique brand or product that is already being marketed. The appointment of an able team characterized by competent members will support the implementation of the proposed plan. Key leaders can make timely decisions, provide the relevant support, and solve emerging problems. In terms of control, the company can compare the implemented strategy with the current marketing process for the P4DRY. The emerging information will tend to dictate how to transform or improve the marketing strategy for this product (Gazzola et al., 2020). The marketing manager is the one required to evaluate the nature and success of the plan. He/she will provide the relevant insights and for improving the process continuously. Such measures are evidence-based and capable of guiding the company to continue improving the quality of its P4DRY while at the same time marketing it successfully.


The above discussion has identified Scafé Fabrics has a successful company that takes the concept of marketing seriously. The formulated plan is evidence-based and focuses on the demands of the targeted clients. The marketing approach for P4DRY is sustainable and resonates with the demands of the customers. The consideration of some of the key gaps from the implemented control can continue to help the marketing officials consider superior programs and plans that can support the delivery of timely results.

Reference List

Boström, M. and Micheletti, M. (2016) ‘Introducing the sustainability challenge of textiles and clothing’, Journal of Consumer Policy, 39, pp. 367-375. doi:10.1007/s10603-016-9336-6

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Gazzola, P. et al. (2020) ‘Trends in the fashion industry. The perception of sustainability and circular economy: a gender/generation quantitative approach’, Sustainability, 12(7), pp. 2809-2827. doi:10.3390/su12072809

Grand View Research. (2020) Report overview.

Išoraitė, M. (2016) ‘Marketing mix theoretical aspects’, International Journal of Research – Granthaalayah, 4(6), pp. 25-37. doi:10.29121/granthaalayah.v4.i6.2016.2633

Li, F., Larimo, J. and Leonidou, L.C. (2021) ‘Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda’, Journal of the Academy of Marketing Science, 49(1), pp. 51-70. doi:10.1007/s11747-020-00733-3

McNeill, L.S. et al. (2020) ‘Fashion sensitive young consumers and fashion garment repair: emotional connections to garments as a sustainability strategy’, International Journal of Consumer Studies, 44(4), pp. 361-368. doi:10.1111/ijcs.12572

Rao, A.S. (2019) ‘A novel approach of coffee ground fiber towards environment friendly textile’, IMPACT: International of Research in Humanities, Arts, and Literature, 7(12), pp. 29-32. Web.

Scafé Fabrics. (2021) P4DRY.

Za, R. et al. (2019) ‘Innovation and marketing strategy for Batik Products in the industrial age 4.0’, International Journal of Recent Technology and Engineering, 8(2S9), pp. 554-561. doi:10.35940/ijrte.B1116.0982S919

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