Launching the new brand of handbags

“Coup de Foudre”

In Ireland and the United Kingdom

Audrey JASPART - 10022021

1. Handbags description

2. Market analysis : the UK and Irish market

3. Segmentation, Target and Positioning

4. Marketing projections

5. Marketing mix strategy

Ethical strategy Value-oriented approach Brick and click strategy Media, digital and non media strategy

6. Conclusion and recommendations

Business Team composition

Handbags description

Leather certified “Rainforest Alliance”

Several colors and formsMultiple pocketsDouble loop or strap…

Handbags features

LED System

Handbags features

Save time

Practical

Ethical

Benefits to clients

Strengths Weaknesses

-Innovative product-Patented system-Favorable access to distribution channels-Good COO effects (France)-Good quality of the leather-Ethical

-Fragility handbags due to the LED system-Low brand recognition

Market analysis the UK and Irish

market

Value and price-consciousness

Technology developments Particular features

Role of the Internet

37% population purchase online

Ethics trends

Handbag market trends

• Luxury brands• Department store• Clothing retailers• Specialist in accessories• Lot of independent designers

Lot of competitors

Optical fiber fabricBy Lumigram

Lamp handbag : by Lexon

Threat of substitute products

According to the PESTLE Analysis

• In Europe, the handbags market is expected to increase by 2015

• Non-food retail sector : increase of 15% within 5 years

• The luxury sector is expected to grow over 50% by 2015

Opportunities Threats

-Internet, Smartphones and e-commerce continue to growth up-Technology and innovation are in the trends-Ethic market-Non-food retail and luxury sector are not affected by crisis-Large segment market

-Strong competition with lot of big competitors-Established competitive brands-Substitutes products at low cost-Short Product Life Cycle

Segmentation, Target and Positioning

SEGMENTATION

Segmentation by gender, age, income and purchase behavior

TARGET

Sell opportunities

25-50 years old

Middle class

Focus on practicality, originality, quality and ethics

POSITIONING

Handbag "Coup de Foudre" is convenient to find again his stuff

"Put the light in your bag!”

PERCEPTUAL MAP

Marketing projections

2013 2014 20150

50,000

100,000

150,000

200,000

250,000

300,000

Sales projections per year (€)

Marketing mix strategy

Product decision: an ethical strategy

Pricing decision: value-oriented approach

100 -300 85- 255

Place decision: brick and click strategies

Brick and Mortar Stores Online

-Specialist retailers-Local specialist boutiques-To-end department stores

-Specialist’s handbags website (Sarenza…)-Own website:

www.coup-de-foudre-shop.com

Marketing communication decisions

Fashion magazines, e-mail, newsletters to seduce the target

Digital strategy

To promote handbags, give information about the collection and answer questions

Advertising on our website

Advertising on blogs, websites and forum

Search engine marketing: Google Adwords…

Non-media strategy

Guerilla marketing

Celebrity endorsement

Product placement in fashion TV show

Events and fashions show

Buzz and Word-of-Mouth

Marketing communication decision

Guerilla marketing

Conclusion and recommendations

Innovative concept

Ethical considerations

Active on the communication strategy

Recommendations:

Expand the selling in Europe Launch a range of handbags for men

GROWING MARKET

Thank you for your attention !