| Strategies |

Product 

Starlight Moon has to decide whether to : 

• create a product and then market it to target customers ( product-oriented ) 
• find out what the market wants and then provide it ( market-orientated )

To achieve both , the company produces a wide product range that appeals to all its target market segments . The range includes casual clothes , formal wear , denim , footwear and lifestyle accessories such as watches , handbags , belts and fragrances for women only :)

Price

Starlight Moon has to assess which markets its products are aimed at and set a price to match . There are a number of pricing strategies that a business can use for its products including: 

• cost based pricing where the selling price is set to cover the cost of manufacture.
• the market orientated pricing .

The price of a product relates to its perceived value . Lower priced items will expect a higher volumes of sales , whilst fewer sales of luxury products may achieve the same revenue through higher pricing .

Starlight Moon produces mostly medium-price range products . 

Place

This refers both to the places where Starlight Moo products may be bought ad to the channel of distribution used to deliver the products to these places .

Starlight Moon works in close partnership with department stores , creating 'shop-in-shops' a unique concept where the customer feels that they are in a Starlight Moon store .

Starlight Moon also has its own stores around the world and opens new ones each year . It has a long term commitment to expanding globally . Although the stores represent a big investment , they are important to the company in controlling its own sales environment and increasing profit .

Starlight Moon also uses newer channels of distribution . It relaunched its website starlightmoonboutique.blogspot.com in February 2007 to provide a more interactive experience for customers to encourage them to spend more time on the site and shop :

• The site provides an online ordering service
• It offers new updates for customers on the latest Starlight Moon products
• The website helps to create an online ' community ' of people who like Starlight Moon products .

Promotion

• Direct mail - catalogues , newsletters you may receive by post or email .
• Exhibitions ore events - Starlight Moon has a high profile at fashion events and music festival , for example , sponsoring a series of live concert or fashion show . 
• Sales promotions - such as discounts , money-off coupons or competitions.
• Public relations - perhaps through press conferences or by participating in charitable events .