Post on 22-Nov-2014
description
Marketing Strategy
Learning Team – 1A- Darshak S J
- Dianne Sison
- Madhuranath R
- Tanmoy Dey
- Vincent Bermejo
MA
RK
ETING
STR
ATEG
Y FO
RC
HO
CO
LATE
Positioning
Issues & Recommendation
Analysis for Marketing Mix
Product Strategy
Placement Strategy
Promotion Strategy
Pricing Strategy
Customer Profile Analysis
Summary of Recommendations
SITUATION ANALYSIS
PO
SIT
ION
ING BRAND
PERSONALITY- Couture
- International
IMAGE- Stylish
- Non-exclusive
Loca
lIn
tern
atio
nal
Mass Niche
LowH
ighP
RIC
E
BR
AN
D
MARKET
STR
ATEG
IC R
ECO
MM
END
ATIO
NS
I S S U EMismatch in Brand Projection & Perception
R E C O M M E N D A T I O N S Enhance Brand Awareness & Brand Equity
Enhance Consumer Experience
Improve Brand Positioning
T A R G E T P O S I T I O N I N G
B O U T I Q U E C H A I N
Target Niche Markets
International Mix
High pricing
PRODUCT STRATEGY
PRODUCT PROFILECurrent Situation
5:95 Product Portfolio; 5% In-House Designs: 95% Imported Australian Designs
Season UtilitySpecial
OccasionStyle
Size Range(Australian)
Age Price
E-Winter Party Wedding For Home 6 - X-Small 14-18 Budget
L-Winter Corporate Funeral Casual 8/10 Small 18-25 Better-To-Budget
E-Spring Outerwear Christening S-Formal 12/14Medium
25-30 HIGH END!!!
L-Spring Sportswear B-Day Formal 16/18 Large 30-35
E-Summer Daily Anniversary
Special 20 X-Large/!X
35-40
L-Summer Street Promotions Haute Couture 22 1X/2X Plus 40-45
E-Fall Swimwear For Gifts Pre-a-Porter (RTW)
22 2X 45-50
L-Fall Lingerie Others Mass Market 24/26 3X 50-60
Rainy/ Sunny
Accessories Contemporary 60-70
PRODUCT STRATEGYThe Retail Shopping Experience
• Enhance the fashion literacy of the sales personnel, not only
focusing on courtesy but product knowledge
A personal shopper for established clientele; A brand Ambassador must be
established to showcase Chocolate
Create a comprehensive database of customers not only focusing on contact
details & demographics, but include purchase history for style, season, vital
stats, & utility.
• Extend customer service through alterations, if required for free
for a minimum purchase requirement; since most are made in Australia that
cater to mid to plus size customers eliminating mid to petite sizes
• A chocolate for every customer program w/ strategic alliances w/
chocolate vendors, capitalizing on the choco name. In addition to the anti-
depressive state of chocolate stimulants.
PLACEMENT STRATEGY
LOCATIONS
Shop-in-Shop @ Rustan’s
Makati
Alabang
Shangri-La Plaza
Robinsons Place Ermita
Standalone Stores
Trinoma Mall, Quezon
Cebu
Davao
ISSUES
Single aisle outlet – alongside non-boutique designer labels
‘Truckie’ does not complement boutique perception – mass
stationed at public locations
Co-existence of shop-in-shop & standalone stores – positioning
dilution
In store ambience & layout not conducive to expected customer
experience
Website placement channel – ineffective virtual store
RECOMMENDATIONS Widen aisle space to:
Accommodate more brands
Design boutique positioning in a shop-in-shop model
Focus more on standalone boutiques for brand positioning
‘Truckie’ to be strategically placed at target residence or public
hubs
Develop store layout and ambience in line with brand theme
Chocolate to
create value-driven customer experience
Develop virtual store – updated catalogs, customized & trial
options to customers to create a virtual shopping experience
PROMOTION STRATEGY
CURRENT PROMOTIONS
Awareness Activities- Facebook / YouTube
- Website / Blog
Brand Building Activities- Sponsorships for TV Shows
- Newspaper features
ANALYSIS
ISSUE ANALYSIS
Expected Brand Projection & Promotion are not aligned
Value Proposition of the Brand is not being conveyed
Brand Positioning is not clear for the customer
ALTERNATIVES ANALYSIS
Provide a clear brand message
Utilize appropriate channels
Possess right product mix
RECOMMENDATIONS
M E D I A Ads & Features in
Fashion Magazines
Fashion Events
Ads in selective OOH Media
O N L I N E P R O M O T I O N Enhance website to promote fashion
Leverage Blog to develop credibility
Create exclusive YouTube channel
F A S H I O N T R U C K Personalized consumer experience
Awareness in exclusive locationsBOUTIQUE-on-WHEELS
CURRENT WEBSITE
PRICING STRATEGY
STRATEGIES IN PRICING
Cost Based pricing
Competitor based pricing
Value based pricing
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Chocolate People arePeople
Top Shop Bench Kamiseta Mango
995
1,399 1,395
899
599
1,950
4,995
1,799
2,495
1,999
2,699
2,950
DRESSES
Mean:
2,486
Mean:
1,336
Current Strategy
0
1,000
2,000
3,000
4,000
5,000
6,000
Chocolate People arePeople
Top Shop Bench Kamiseta Mango
2,995
1,599
1,199
799
1,099 1,190
5,295
1,9992,099
999
2,199
1,790
DENIMS
NA
Mean:
1,747
Mean:
1,172
Current Strategy
PRICING RECOMMENDATIONS
Promote CHOCOLATE as boutique store
Use a combination of Value Based & Competitors Based Pricing
Change competitors now to boutique stores –
Tango, M)phosis, Bayo, Plains and Prints
Maintain the same price
Differentiation & customer experience will justify the high price
PRICING STRATEGY MAP
Designs
High
Retail
Low
Boutique
Tango
T&M
CUSTOMER
CU
STO
ME
R P
RO
FIL
E
I S S U E S
- Fragmented
Market
- High threat of
substitutes
- Low Frequency
CURRENT P R O F I L I N G STRATEGY
A-B segment
20s – 30s
YOUNG MOMS
single wealthy non-working women
YOUNG FAMILIES
married entrepreneurs with children
WORKING WOMEN
single and married working women
PROFILE COMPARISON
CURRENT A-B
Functional
Occasional
Trend aware
Home to work
Online, TV
PROPOSED A-B
Fashionable
Habitual
Trend conscious & trendsetter
Outgoing
Magazines, Billboards, Online
DEMOGRAPHIC
PSYCHOGRAPHIC
SHOPPING PATTERN
BEHAVIORAL
LIFESTYLE
MEDIA
STRATEGY SNAPSHOT
SUMMARY
Enchance CHOCOLATE CLOTHING retail shop brand awareness & equity
K R A K P I
Establish alliances w/ local & foreign chocolate manufacturers.
Sign-up at 3 local & 3 foreign chocolate vendors that resonates with the store image
Out-of-Home main road billboards & in-mall posters to drive customer curiosity ; magazine; social media & internet
1 billboard per rain/shine season for 1 month each @100k per month. 15 seconders in movie ads in movie houses in mid-season events.
Enchance Customer Shopping Experience
Migration from a purely Retail to a more focused Boutique business model
KRA KPI
Introduce Authentic Designs by Chocolate
Tilt the balance from 5:95 to 50:50 within 24 months by
introducing fresh designs at least 2x to at most 4x /year
K R A K P I
Stimulate loyal customer purchases 50% visit to 100% visits; 2x a month to once a week
Increase conversion rates of new customers
100% seasonal trainings of sales personnel, especially personal shopper & brand ambassador
THANK YOU