ContentsKatie Gavaghan

Business to Business marketing2010

Executive Summary 3

Proposal 4

Introduction 5

1. Objectives 5

2. Potential Retailers 5

3. Recommendations 10

4. Concept 10

5. Benefits 11

6. Marketing Strategy 12

6.0 A day in her shoes 13

6.1 Free trial for fashionistas 13

6.2 Introduction of Cinderella-me app 14

6.3 Discount for account card customers 15

7. Critical Pathway 15

8. Costing 16

Appendix 18

Secondary research 21

Bibliography 23

Reference List 24

2

Executive Summery

Cinderella-me have created a strong, clearly defined online brand and business, to raise

the brands profile and expand the customer base it is suggested the brand should identify

a suitable high profile retailer to collaborate with. Established department store Selfridges

would suit the brand, increase the brands visibility and introduce Cinderella-me to new

customers. This collaboration has the potential to benefit both Selfridges and Cinderella-

me, resulting in increased profits and greater customer satisfaction.

3

The proposal outlined below has been developed to offer Cinderella-me a strategic plan

designed to raise the brands profile, expand the customer base and ultimately increase

revenue and profit, achieved by marketing Cinderella-me to another brand/retailer,

highlighting the potential benefits for both brands, enabling Cinderella-me to prosper.

My services include:

Researching potential retailers Cinderella- me could collaborate with, identifying the most

suitable option.

Explore and illustrate the potential benefits to both businesses, highlighting Cinderella-

me's attributes increasing the brands desirability to potential buyers/retailers.

Develop a marketing and promotion plan to support the venture including an innovative &

cost effective solution to promote the Cinderella- me brand within the allocated £10,000

budget.

Provide Cinderella- me with a fully costed and researched plan which could be presented

to other retailers.

Develop a Apple application to support the marketing campaign.

4

Cinderella-me launched in May 2009, Alexandra Hones creation provides designer shoes

at a fraction of the retail price to ladies with more style than cash and those who simply

enjoy having a large selection of on-trend designer shoes at their disposal. This is a luxury

hire service worthy of Carrie Bradshaw (all shoes are genuine and each pair of shoes will

only be hired out a maximum of 8 times before being replaced). The concept of renting

designer accessories as a lifestyle choice is still relatively new “I haven't brought any

shoes in quite a while. Now I just rent them” (www.cinderella-me.com, Keira Knightley,

n.d), made famous by Bag, Borrow or Steal Inc. featured in the Sex and the City movie.

Cinderella-me has recently been featured in May 2010 issue of Instyle magazine as one of

the '50 Style Sites you must bookmark'. To date Cinderella-me operates solely online, a

medium favoured by most new businesses due to comparatively low overheads and

running costs.

1.Objectives for the brand.E-commerce continues to be a thriving sector in the retail market 'online expenditure grew

by 15.1% in 2009, compared to a 0.4% contraction overall in retail expenditure' (www.bi-

ineractive.com, UK e-retail 2010, May 2010) the ever increasing number of new

businesses makes it difficult to differentiate Cinderella-me from the brands competitors in a

overcrowded environment. To ensure Cinderella-me fully realises its potential and

continues to be a successful business it is essential the brand extends its platform raising

brand awareness, conveying the excellent service Cinderella-me offers. The optimum way

to achieve this is to launch the Cinderella-me brand within a established, highly visible

retailer with a large customer base, introducing Cinderella-me to new customers, elevating

the brands profile.

2. Potential RetailersDepartment stores are among the largest retailers in the market, attracting a wide sector of

consumers, offering a selection of products from a range of different brands, including

own brand within one store. Department stores are renowned for offering customers

excellent service and convenience providing in-store services and facilities which would

compliment the Cinderella-me brand. 5

Contact Details Buying Director: Averyl OatesHistory Established in 1813Product Offering Womenswear, menswear, beauty & food.Outlets 7 Stores in the UK- Flagship store in

Knightsbridge, London. Online storeSize of store/dep Average store 63,000 Sq ftPromotional Media Adverts in Taxis

New media- twitter, Facebook & HNTV.Account card Harvey Nichols Account CardProfit/ Turnover Turnover £87.46 million, profit £10.7

million.AnalysisHarvey Nichols is a luxury department store, fashion forward with a quirky British style.

The flagship store based in the center of London which would make a good base for

Cinderella-me, Harvey Nichols embraces new media and quirky advertising campaigns

operating in house TV channels which are also available online, hosting interviews with

designers and key industry figures, this seasons hottest catwalk shows and behind the

scenes footage of Harvey Nichols events. Whilst Cinderella-me and Harvey Nichols are

compatible brand, complimenting each other, Harvey Nichols target customer is less likely

to be interested in renting designer shoes as the current brands stocked by Harvey

Nichols have a high price point suggesting their target customer can afford to purchase

the brands of designer shoes Cinderella-me hires out, therefore customers already have

access to this type of designer product.

Contact Details Brand Director: Matthew CambersHistory 150 years history, acquired by Highland

consortium in 2006.Product offering Womenswear, menswear, childrenswear,

beauty, gifts, furniture & electricalOutlets 62 stores in the UK & Ireland also onlineSize of store/dep Average store 83,000 Sq ftAccount card HoF Credit card & Account cardProfit/Turnover Turnover for 2009 £578.2 million, profit

£18.8 million.Analysis

House of Fraser is a large department store chain with 62 stores in the UK and Ireland,

offering a large range of products from high end to high street brands which would suit

and compliment Cinderella-me. The shoe department stocks top end high street brands

suggesting their target customer may not be well suited to renting shoes for a one week

period as House of Frasers' products are currently positioned at a similar purchase price

point. House of Fraser achieved the largest turnover of all five potential retailers however

their profit was substantially lower than Selfridges or Harrods for 2009 (Profit & Turnover

graph's located in appendix 1&2). While House of Fraser offer an account card, in store

services are minimal indicating a full scale marketing campaign would be needed to raise

awareness of Cinderella-me's arrival in-store to ensure customers are aware of this

service.

Contact Details Buying Director: Anne PitcherHistory Established in 1909Product Offering Womenswear, menswear, childrenswear,

beauty, home, food, flowers & leisure.Outlets 4 Stores in the UK- Flagship store in Oxford

Street, London. Online storeSize of Store/Dep Oxford Street store 540,000 sq ftPromotional media New media- Twitter, facebook, You tube &

Selfridges Blog.Account card Account CardProfit/Turnover Turnover £391.8 million, profit £55.1 million

Analysis

Selfridges is a world class brand, one of the first businesses to understand the true value

of publicity, creating a theatre of new and exciting products, Selfridges quickly became a

beacon for innovation. The flagship store is located on Oxford Street a prime shopping

location, stocking a equal mix of high end and high street brands, attracting Cinderella-

me's target customer, who is fashion forward with a high street budget. Selfridges offers a

clever mix of aspirational and attainable, which is cohesive with the Cinderella-me brand.

In-store Selfridges offers a range of services that would compliment the service

Cinderella-me offers including personal shopping and beauty treatments. Of all five

potential retailers Selfridges achieved the highest profit of £55.1 million in 2009.

7

Contact Details Fashion Director: Marigay MckeeHistory Established in 1834, recently sold for £1.5

billion.Product Offering Womenswear, menswear, beauty,

childrenswear, food, home, wine & gifts.Outlets 1 store in Knightsbridge, London. Online

storeSize of Store/Dep 4.5 acres, 15 million customers annuallyPromotional media In- store events

New media- Facebook, online magazine & interviews

Account card Reward CardProfit/Turnover Profit £50.3 million, turnover £464 million.

Analysis

Harrods is arguably the most famous department store in the world offering a vast mix of

luxury products and services attracting 15 million customers a year, many of which are

tourists enjoying the 'Harrods' experience. The destination store has recently been sold by

Mohammed Al Fayed to Qatar Holdings for £1.5bn. Harrods promotes the brand online

through various forms of new media including Facebook, twitter, blogs, interviews and an

in-house magazine but is renowned for high profile advertising campaigns and events

such as an in-store exhibition of Marilyn Monroe's dress and employing 'Desperate

Housewives' star Eva Longoria to open the winter 2009 sale. Harrods stocks a variety of

brands and provides a range of in-store service which would compliment Cinderella-me

however there is a danger the brand may not be visible among other more established

brands and service. This would defeat the main objective of increasing Cinderella-me's

brand awareness and visibility. While Harrods receives 15 million customers a year a

large proportion may not be Cinderella-me's target customer although the database

established by Harrods Reward card would allow Cinderella-me to identify and target

potential customers.

Contact Details Buying Director Ed BurstellHistory Established in 1875Product Offering Womenswear, menswear, beauty, gifts,

home, fabrics & Liberty of London.Outlets 1 Store Regents Street, London. Online

storePromotional media New media- Liberty online magazine,

blogs, twitter & Facebook.

Account card Liberty loyalty cardProfit/Turnover Turnover £31.76 million, a loss in profit of

-£9.08million.Analysis

Liberty is a quintessentially English department store, a destination for tourists and the

discerning customer, stocking a selection of the finest luxury goods. Libertys' Tudor

building was designed to feel like a London town house and remains the brands only

outlet apart from online. The Liberty brand is renowned for its eclectic mix of innovation

and heritage, available online 'At Liberty' magazine features inspirational fashion and

design, while in-store Liberty of London offers customers a range of pieces & fabrics

encapsulating the brands Art Nouveau heritage. Fashion brands stocked at Liberty's are

a mix of high end designer and bespoke individual brands however currently there is only

a small selection of shoe brands sold within Liberty's and the brand is not renowned for

footwear. Financially Liberty increased turnover to £31.76 million for the year ending 2009

but continue to report a loss in profit overall, in a bid to address their financial situation

Liberty sold the freehold to the flagship London store on 15th March 2010 during the same

period Liberty announced approaches had been made to buy the company. These are

undoubtedly exciting and uncertain times for Liberty providing the opportunity to

transform the business however this level of uncertainty is a high risk prospect for

Cinderella-me as a small brand.

3. RecommendationAnalysis of each of the above companies strengths and weaknesses highlighted each

retailers potential compatibility with Cinderella-me, of all five retailers Selfridges presents

the best opportunity for a successful partnership beneficial to both brands. However all of

the above retailers have been selected as each posses genuine potential to strengthen the

Cinderella-me brand and raise the brands profile despite any difficulties outlined which

would need to be resolved/rectified to ensure the collaborative venture achieves the

optimum result.

Introducing Cinderella-me at Selfridge's

4. The ConceptTo create a Cinderella-me pop- up store within Selfridges, initially temporary with a view to

becoming a permanent store/service, opening in September 2010 to take advantage of

increased footfall within Selfridges during this period leading up to Christmas and New

Year(footfall figures for department stores available in appendix 3). Many of Selfridges

customers consider the store to be a destination store, a place where they can find and

purchase everything and anything they need, many visit to select an occasional outfit

including shoe's to complete the look, with Cinderella-me customers will now be able to

obtain luxury shoes for a fraction of the RRP. Shoes can be hired there and then or

reserved and delivered to the customer at a later date, this is the service Cinderella-me will

offer. Ideally the pop-up store should be located near the luxury shoe department to avoid

conflict of footwear being sold at a similar price point as Cinderella-me's rental fee.

Potentially this would capitalize on customers who after wearing luxury shoes decide to

buy a pair, introducing new customers to luxury brands. The pop-up store will stock limited

lines to minimise the floor space needed, only the top 20/25 products will be stocked (a list

of Cinderella-me's top products available in appendix 4).

Selfridges target customer is ideally suited to Cinderella-me, fashion forward, aspirational

and conditioned to seeing luxury shoes advertised and in-store but only a small

percentage can afford to buy them, with Cinderella-me Selfridges will be able to offer their

customers a product that would have previously been unattainable.

Fig. 1 Pop-up store concept board.

5. Benefits Cinderella-me will bring to Selfridges

• Selfridges offers a innovative shopping experience complimented by in-store

services such as beauty treatments, hair salon, delivery service and shoe repairs,

introducing Cinderella-me as an additional service will enhance the customers

experience.

• This will be the first Cinderella-me store, unique to Selfridges differentiating the

store from its competitors and potentially increasing footfall.

• Selfridges will retain a percentage of the profits from sales (the percentage is yet to

be determined) increasing Selfridges turnover.

• Introducing high street customers to luxury shoes, after experiencing wearing a

luxury product some customers maybe inclined to purchase their own pair of

designer shoes. Cinderella will be located near the luxury shoe department to

capitalize on customers who choose to buy after renting from Cinderella-me,

boosting sales in the luxury footwear department.

6. Marketing Strategy

6.0 A day in her shoesSocial media is the fastest growing form of communication, connecting people across the

world, Facebook 'has announce it has 300 million users worldwide' (www.telegrapgh.co.uk,

Facebook reaches 300 million users, September 2009) and Twitter has 'more than

700,000 UK businesses across all industry's with active twitter accounts'

(www.drapersonline.com, World at your tweet, 10th April 2010). Social networking sites

provide brands with the opportunity to create a platform to interact and communicate with

customers informally, building brand loyalty. Cinderella-me's website lacks an area for

customers to interact socially with the brand and other like minded customers by setting up

a area on the Cinderella-me website customers can upload pictures, video's and blogs of

themselves enjoying the service Cinderella-me provides (beautiful shoes), adding another

dimension to the Cinderella-me website encouraging users to spend more time browsing

the website. With each rental a gift tag will be prominently nestled inside each shoe box

promoting 'A day in her shoes' to customers (designed below in fig.2), encouraging each

customer to contribute, sharing her experience of Cinderella-me.

Fig.2 A day in her shoes tags.

12

6.1 Free trial for FashionistasTo promote Cinderella-me at Selfridges fashionistas considered to be influential within the

online fashion community including bloggers, E-zines and twitter users will be gifted one

months free membership and one week free trial of Cinderella-me (detailed list below fig.

3). This promotion will coincide with Fashion Week S/S 2011, to which members of the

online fashion community will be likely to attend, requiring suitable attire including this

seasons hottest shoes for the week long event. Luxury fashion house Chanel recognized

the positive effect editorial coverage in social media could potentially bring to the brand

inviting BryanBoy.com to report backstage from the Chanel S/S 2010 fashion show.

Editorial coverage is preferable to advertising as consumers view editorial as unbiased as

opposed to advertising which purposefully persuades the viewer to purchase the

advertised product. Editorial in social media can be very effective at increasing the number

of unique users and sales when links are created within articles directing users to the

brands website 'the proportion of traffic that online retailers receive from social networking

sites such as- Facebook, twitter, my space and YouTube- increased from 5.2% in March

2008 to 7.1% in March 2009' (www.drapersonline.com, Social networking is on the rise,

23rd May 2009).Compared to advertising this strategy is a cost effective solution to

promote Cinderella-me launching at Selfridges.

Fig.3 List of influential fashionistas to receive free trial.

Name Media Outlet Reachwww.catwalk Queen.tv- created byGemma Cartwright

Website, Facebook and twitter

Twitter-89,278 followersFacebook-109 friends

www.feelslikewhitelightning.com- Elizabeth Spiridakis

Blog Blog- 25,668 views

www.gemmacatwright.com

Website, edits The Nod shopping site, runs Big Girls blog, twitter

Twitter-1,865 followers

www.gofugyourself.com- Jessica Morgan & Heather Cocks

Blog/website, twitter and Facebook

Twitter- 25,699 followersFacebook- 3,988 friendsWebsite has an average 4 million readers per month.

www.redcarpet-fashionawards.com- Catherine Kallon

Blog and twitter Twitter- 15,507 followersFacebook- 2,722 friends

www.stylebubble.com- Susanna Lou

Blog and twitter Twitter-5,570 followers

www.thelovemagazineblog.worldpress.com- Katie Grand

Blog, twitter and Facebook

Twitter-10,662 followers

www. whatkatiewore.com

Blog, twitter and Facebook

Twitter- 2,876 followersFacebook- 3,812 friends

www.discothequeconfusion.blogspot.com- Stevie Mackenizie Smith

Blog, twitter Blog- 137,60 viewsTwitter- 620 followers

www.gemfatale.blogspot.com

Blog, twitter Twitter- 532 followers

www.shoewawa.com Shopping and blog site, twitter and Facebook

Twitter- 1,152 followersFacebook- 545 friends

www.seaofshoes.typepad.com- Jane Aldridge

Blog, twitter and Facebook

Twitter- 26,163 followersFacebook- 2,750 members

(list compiled from Telegrapgh Online '20 Best fashion blogs' available at www.telegrapgh.co.uk).

6.2 Develop a Cinderella-me appO2 reported sales of Apples' iphone 'have surpassed 2 million handsets' in the UK, users

enjoy the unparalleled features Apple provides which enables them to create a device that

suits all their technological needs by choosing from thousands of applications from the

Apple online store. The creation of a Cinderella-me application would enable users to

directly access the Cinderella-me website, check stock availability and offer users an

exclusive same day delivery service within Greater London. Unexpected after work event,

impulse lunch time purchase and no matching shoes? The Cinderella-me app is the

solution for women with bags of style but little time to spare, simply use the Cinderella-me

app on your iphone or ipad, select the perfect pair of shoes and Cinderella-me will have

them delivered to any address, work or home within Greater London by 5pm the same

day, a essential service for today's busy working woman. The Cinderella-me app will retail

at £20 which will enable members to use this service, to facilitate this service Cinderella-

me will need to establish a system were requests are dealt with immediately and picked up

by a reliable and reasonable priced courier, the price of delivery will be added to the

customers bill as is standard with most delivery services. Cinderella-me and Apple are well

suited brands, both innovative leaders within their chosen industry's, focused on

exceeding their customers expectations. Customers who purchased the iphone are

required to register the phone online to make use of Apples' facilities such as the App and

itunes stores, on registration customers provide an email address and further details

enabling Apple to notify customers of new applications which would suit them, the

Cinderella-me app could be promoted to the brands target customer within the Apple

database. Further information on developing a Apple app is available at www.apple.com.

Developing the Cinderella-me app will support the marketing campaign launching

Cinderella-me in Selfridges.

6.3 Discount for Selfridge's Account Cards CustomersSelfridges has established a large database of account card customers, the majority of

whom will have submitted an email address on application to Selfridges, an introductory

offer comprising of a 10% discount on membership and their first rental will be sent via

email to all customers to celebrate Cinderella-me's and Selfridges collaboration. The email

will inform Selfridges customers of the new service available at the flagship London store

and will include a link directing readers to Cinderella-me's website. Raising awareness of

Cinderella-me and the service offered is essential to the continued success and expansion

of the brand. E-mail is a cost effective and efficient form of promotion. Future promotions

can also be sent to targeted customers selected by the information provided on

application, using customer purchase history Cinderella-me can produce a highly targeted

and focused promotional campaign 'direct marketing is a powerful tool for building

customer relationships. Using database marketing, today's marketers can target small

groups or individual consumers and promote their offers' (Kotler, P et al 2008 page 825).

In conclusion Selfridges has been identified as the optimum retailer to introduce the

Cinderella-me brand into, the benefits include increased profit, increased customer

satisfaction and the creation of a stronger, more distinct brand profile for both retailers.

To support the venture a marketing and promotions plan has been developed including

opening a pop-up Cinderella-me store within Selfridges London store, offering Selfridges

account card customers an introductory sales promotion, a strategy designed to generate

editorial coverage in new media, launching a Cinderella-me app and creating an area

where Cinderella-me customers can interact with the brand.

15

7. Critical Pathway

Aug Sept Oct Nov Dec JanSet up pop-up store

Last wk in Aug

Email Selfridges A/C customers

Last wk in Aug

A day in her Shoes

Set up website

Launch 1st

SeptOpen pop-up store

1st Sept

Send out free trials to fashionistas

5th Sept, 2 wks prior to LFW

Develop Cinderella-me App

Launched in time for party season

8. CostingItem Cost Total CostDirect e-mail 10% discount to Selfridges account card customers on membership and 1st rental.

Est. 150 customers take up the offer

Lost Revenue£1 per membership

£150

£5 per rental £750.00Emails sent <£1

Cinderella-me Apple app Development package £99.00 £99.00Same day delivery Cost paid by

customerCost paid by customer

Installing a Check and reserve service to Cinderella-me website.

Already offer this service

Profit from sales of the app (Est. sales 50 min)

Retail at £20 per app

Income £1,000.00

A Day in her shoes Add facility to website Website already established

Creating tags to be sent out with each pair of shoes

Producing tags £200.00

Free trial for fashionistas Free trial for 15 fashionistas

15x £10 per membership

£150.00

15x Est. £50per trial

£750.00

Pop-up store Fixtures and fittings Wire, Perspex panels, chair, mirrors and Signs.

£4,00.00

Fee for developing marketing plan.

£2,500.00 £4,900.00

Fee for developing Cinderella-me app

£1,400.00

Fee for setting up 'A day in her shoes' social space on Cinderella-me's website

£1,000.00

Total Cost of for marketing plan = £10,000

AppendixAppendix 1

RetailerKey:1= Selfridges2= Harrods3= Harvey Nichols4= Libertys5= House of Fraser

Appendix 2

Retailers

Key:1= Selfridges2= Harrods3= Harvey Nichols4= Libertys5= House of Fraser

18

Appendix 3Footfall

Appendix 4Cinderella-me top 20 StylesChristian Louboutin= Alti pump, Atladama, Very Prive Satin, Pigalle 100 and pigalle 200.Jimmy Choo= Elazer, Clue, Stay, Solar and SpellAlexander McQueen= Fucshia, Lucy Nude, Hendrix Black and charlstonDior= Karenine Flowers, Fur Black, Fur Nude and VendomGuiseppe Zanotti= Taz and Semiane

Appendix 5Target customerVisual Portrait

Pen PortraitSex FemaleAge 20-50Demographic ABC1/2 Pre family/familyShops Topshop, ASOS, Designers @ Debenhams, Karen MillenReads Daily MailListens to Laga GaGa, Lily Allen, Kings of Leon.Social media Facebook, ASOS Life, My SpaceMagazines Grazia, Elle, You MagazineOnline Elle.com, Style.com, Stylebubble, bbc.co.uk

20

Secondary informationRetail Position for department stores from Verdict.

Verdict report: www.bi-internactive.com.

22

Market Share from Verdict

w ww.bi-interactive.com

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