Launch a new handbag brand in the UK and Ireland
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Launching the new brand of handbags “Coup de Foudre” In Ireland and the United Kingdom Audrey JASPART - 10022021
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Oral presentation for "Contempory issues in Marketing" MA Marketing - Dublin Business School Creation and launch of a new handbag brand in the UK and Irish market Complete business plan
Transcript of Launch a new handbag brand in the UK and Ireland
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 !
