By: TMC ConsultantsTazhji Lewis, Mary Cummings & Christine

Brown

Coach Inc.

The History of…

Original name: “Manhattan Leather Bags”

Founded as a family-run workshop

In a loft in Manhattan (where the headquarters now stand)

Six artisans handcrafted

leather goods

New technique for leather

handbags

Based off of worn-in baseball gloves

Est. 1941

NOW: Over 500 stores in North America

Market share is steadily falling

Much of this share has been grabbed by competitors such as Michael Kors, Kate Spade and Tory Burch.

Stock is down 40%

In 2014: gross profits fell by 10 %

Michael Kors: increase of 24%

Current Status

Problems

Coach is too old fashion

Coach needs to become relevant

Coach does not know how to compete

Results

Coach upgrades its look

Make Coach less monotonous

Create Competing Strategy

The In’s & Out’s

Our Objectives

Objectives cont.

Coach App

NFC tags, Beacons & Hijack Notifications

Native Advertising in People magazine

Programmatics on “travel” websites

Gamification/Top 5 Design

Introduce Customization for products

Use Social Media (Twitter) to update customers

Create new sections in-store (Coach, “Travel Edition/Travel In-style”

Our general Target Audience is women ages 25-35

The reason we chose this age range is because: This is the target of our competitors

We Believe that everyone wants to be young so older women model the younger women when it comes to style to keep themselves up to date. Therefore if we reach the younger adults the older ones will follow suit.

Jessica, 28

Traveling, she is a daily tweeter, she extremely tech savvy, a loyal Starbucks drinker, she keeps up

current events, loves fashion, She is a professional graphic designer,

Her boyfriend’s name is Brian, she has a steady well-paying job

but she is not rich, she lives in an apartment in Manhattan, NY.

Overall when she shops she is looking for a sweet deal

Our Target

TMC plans to the use the old coach brand to better the new one. We will then rebrand and

implement the redesign of Coach to our upgraded advertisement

of coach’s new sales.

We plan to do this by creating a 1-year campaign that will put

Coach back on the market with this new brand.

Plan of Action

“The Look You Want, At The Price You Need” Why this message?

Michael Kors best selling bag price:

$200-$300

Coach’s number one bag: $378

In order to compete, they need to

lower their prices

How do we provide the look

you want?

By modifying and updating our look!

Central Message

Campaign for Coach

Spring

“Top 5 Design” Gamification

Customized Gift Sale

Timeline:

Summer Native Advertising in

People Magazine Twitter Posts

Fall Sample sale for

retail owners NFC tags placed

in retail stores Winter

Gift Sales & Bundles

Hijack notifications

Data GatheredAge

GenderHobbies

Designs/Products

TMC is Committed to this project.

We are Confident that the plan that we have laid out will work.

WHY?

By studying the reasons for the competition’s success, we have a strategy that will increase sales, modify the brand and beat out the competition.

Why Choose Us?