Maketing Phan Tien Ngoc
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Transcript of Maketing Phan Tien Ngoc
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Marketing Plan 2013 Page 1
MARKETING PLAN
Instructor: Tanya
Name: Pham Tien NgocClass : Term 3CO12
Date: May 2013
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Marketing Plan 2013 Page 2
TABLE OF CONTENT1. Research and Planning
a. Product description
i. Basic
ii. Enhanced
iii. Extended
b.
Customer analysisi. Customer survey - summary
ii. Focus group - summaryc. Competitor analysis
2. Marketing Strategy
a. SWOTb. Mission statement
c. Vision statement
d. Objectives
e. Growth strategy
3. Promotion
i.
Website design, direct mailii. Postcard design
iii. Launch party
iv. Sales promotion
v. Trade fairs, Exhibition, and Sponsor
vi. Advertisement, Press releasevii. Slogan
4. Pricing strategy
a. Premium pricingb.
Psychological pricing
c. Competitors prices
5.
Packaging materialsa. Carrier bagb. Back neck label, Hang tag
c. Hangers
d. Business cards
6. Store location and designa. Demographics
b. Competitionc. Store interior
d. Store layout
e. Window display
7.
Distribution and salesa. Business to business
b. Business to customer
8. People
9. Process
10.Physical evidence
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Marketing Plan 2013 Page 3
1. Research and Planning
a. Product descriptioni. Basic product:
My collection was inspired by Teddy boy
style. Teddy boy was a remarkable style infashion history of the 1950s and began to bein the limelight during the post-war period.
Young people, who were deeply concernedabout their looks, declined functional
clothing style, invented the Teddy boy style.Based on that, I have designed mycollection - "Teddy Boy" for autumn winter
2013. This collection includes simplifieddesign clothing, which are comfortable and
useful for every occasion. Based on astructured suit jacket design, I changedsome details, such as collar made to looklike a scarf. I believe that customers will
feel more comfortable and convenient inthat jacket.
Image 01. Product
ii. Enhanced product:
The most recognizable features of my product are the organic materials and simple design. Iused wool made tweed fabric, pure cotton and silk which are nature-friendly, suitable with
the weather and climate of Vietnam. The organic texture will give a nice feeling on skin andno harmful elements can touch my customers. My design is simple, effortless, comfortable,easy to mix and match and goes well with many situation even office wear or evening event.
iii. Extended product:
Beside the main products, I add in superior quality service such as free local delivery foreach over 1 million VND payment; careful and interesting packaging. Furthermore, aftersale system is provided so that customers can adjust the length or the fitness of the products.
b. Customer analysisi.
Customer surveysummary:
My customers are women from 25 to 30 years old, mostly working in the office. The reason
why I chose this customer segmentation as my target is because of their behaviour asconsumer. They are fashion lovers who have high income and often go shopping inshopping malls or through internet shopping. They spend a lot on clothes and aware offashion news through magazines and internet.
ii. Focus groupsummary
I held a meeting among some of my friends and acquainted people to ask what they thinkabout my product. This group of people is in the range of my customer segmentation. They
gave me comments and advices about the quality and usage of my product.
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Marketing Plan 2013 Page 4
Garment construction quality and material quality are highly considered as the strongestpoints. People said that they liked the softness, lightness and natural feel of the fabrics I used.The simple design also gave them different choices of how and when to use it. It is very easy
to mix and match with other items. It is suitable to wear as office wear but also can bechanged into event outfit such as dinner party or any special occasion.Overall, I believe that my product can be successful marketed.
c.
Competitor analysis
i.
Zara description:Zara is a Spanish clothing and accessories retailer. According to itself, Zara is one ofthe largest international fashion companies. It belongs to Inditex, one of the worlds
largest distribution groups.
The customer is at the heart of Zarabusiness model, which includes design,
production, distribution and sales. They
are 18-40 years old, work in big cities,
mid range income, interested in fashiontrends, conscious about their looks,enjoy shopping and socializing. Now
Zara also has labels for women, men,kids and home soft furniture.Zara manages all design, warehousing,
distribution and logistics functions itself.
It has 1,751 stores around the world andearned7.071 billion (2009) revenue
according to Inditex.
Strength of the brand is the rapid
production, as well as low cost.
Image 02. Zara window display
In Business Week magazine, it is claimed that Zara needs just two weeks to develop
a new product from high fashion runway and get it to stores. One of its strategies isno advertising, which aimed to reduce the producing cost. But in my opinion, I think
Zara can do better ifbeside fast fashion, they collaborate with famous designers toproduce original fashion products.
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Marketing Plan 2013 Page 5
Image 03. Zara products - autumn-winter season
Price: (USD)
Jacket: 59 - 229
Top: 29 - 79Trousers: 35 - 89
Skirt: 35 - 90
Dress: 49 - 159
Image 04. Zara store installation
ii. French Connection description:
French Connection or fcuk
is a UK-based global retailer
and wholesaler of fashionfounded in 1972. The
company is famous for the use
of the "fcuk" acronym in its
advertising campaigns in theearly 2000s.
They have developed a brandidentity, which is sexy, stylish
and has attitude for bold andintelligent look.
Image 05. FCUK window display
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Marketing Plan 2013 Page 6
According to itself, French Connection distributes its clothing and accessoriesthrough its own stores in the UK, US and Canada and through franchise and
wholesale arrangements globally and earned 213.8 million GBP (2011). The
product assortment ranges from the low to mid - range of fashion and price.
French Connection has higher quality than Zara in term of materials, and designs. Ithas consistent and strong store image. Its customers are also 18-40 years old, work in
big cities, high income, interested in fashion trends, hectic lifestyle.
Its powerful brand building advertising combines strong with a mix of conventionalmedia, such as fashion magazines and billboards, moving projections and radio
stations
Price: (USD)Jacket: 80 - 300
Top: 30150
Pants: 35180Skirt: 70 - 300
Dress: 70 - 350
Image 06. FCUK productsautumnwinter season
Image 07. FCUK store installation
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Marketing Plan 2013 Page 7
2. Marketing Strategya. SWOT: My store is designed on the outside wall of trees, the windows are designed with large glass
plates. Entrance into spacious and airy. There is basement parking for the opening of the shop. Floor
1 +2 is the presentation of the design of the store, the third floor is the office of personnel, the roof isthe best place to watch and where to sell cafe restaurant opening, especially a place for children to
play while traveling by parents to purchase.
STRENGTHS:- Eco friendly, nature friendly materials
- High quality garment making- Reasonable price
WEAKNESSES:- New to the market
- Lack of experience
OPPORTUNITIES:- Expanding product lines-
Expanding market share
- Low priced labour
THREATS:- Various competitors-
Economy crisis, deflation
- Copyright problems
b. Mission statement
Teddy boys mission is to offer the best quality and fashionable products with reasonable price. Allthe designs are suitable with Vietnamese people body styles and shapes. Materials are sustainableand friendly with people as well as environment. All we do is to make the customers feel mostcomfortable and satisfied.
c. Vision statement- Teddy boys vision is to become a famous fashion house in Vietnam for our high qualityandorganic fabrics, making garment and best service. We will do our best to satisfy customers by
providing our best products with superior manner, and the most reasonable price. By that way, webelieve Teddy boy can develop to be a popular fashion label as well as fulfil our financial target.
- we need a large amount of money to maintain and store development. We have won some moneysaved but not enough so we had to seek help from banks to fund better.
d. ObjectivesTo ensure the implementation of the brand goals, we established the following corporate objectives:
- Establishing marketing and sales to launch the products and capture 5-10% of the localindustry
-
Creating a shopping environment toward the needs of local customers
- Earning 5-10% market share after the first year- Achieving name reorganization, good reputation after the first year- Creating customer database of at least 300 people after the first year
-
Being active in the local fashion community- Creating the trend of eco fashion, using organic and environment friendly materials.
e. Growth strategy5 objectives for marketing- Understanding customer behavior, wants and needs
- Teddy Boy Introduction to market and estimated market acceptance- Build customer relationships and loyalty- Expand market share- Gaining awareness of the Teddy Boy customers as quickly as possible.
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Marketing Plan 2013 Page 8
3. Promotional materials
i. Website design, directmail
We provide shopping
online service so
customers can enjoypurchasing our products
without long distanceinconvenience. We
inform our new
products, discount news
and events throughdirect mail through
customer database. We
keep our customer
database on track by
taking questionnaire atstore.
Image 08. Website
ii. Postcard design
Postcards for specialoccasion such as
customers birthdays,New Year, Christmas,
new collection pre-launch, private sale
event will be given to
customers to get theirattention and remind
them of Teddy boy label.
Image 09. Post card
iii.
Launch partyI invite Teddy boys friends and
customers to the launch party to
introduce the brand as well as newcollection for the season.
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Marketing Plan 2013 Page 9
Image 10. Launch party
iv. Sales promotion
I give discount at the end of each season and notify
customers not only by direct mail but also throughnewsletter, promotion bill board
Image 11. Sales promotion
v.
Trade fairs, Exhibition, and SponsorTo gain public awareness of Teddy boy,I participate in annual domestic and
international trade fairs. Along with that,
I look for sponsorship from investors to
help me launch exhibition to show thelatest works.
Image 12. Fashion exhibition(from http://www.flickr.com/photos/40515937@N06/5606391740/)
vi. Advertisement, Press release
Instead of advertising on newspaper, magazine and
television, I make lookbook for each
collection and give it to
press, friends andcustomers. I believe
this is the most finance
benefited and efficient
way of advertising my
products.
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Marketing Plan 2013 Page 10
Image 13. Press release Image 14. Look book and slogan
vii. Slogan
Slogan for Teddy boy label is Its your second skin. This is the motto of making
garment in Teddy boy collection. I consider my clothes as the best friend ofcustomers skin, or the second skin. Organic materials are used to create the most
human friendly, environment friendly feeling. Customers comfortableness is my
best regard and I always try my best to make my customers feel effortless whileputting my products on. That is why I design the most sophisticated yet simple
outfits with the most natural materials.
4. Pricing strategy
a. Premium pricing:Teddy boys price is not low but reasonable because I add in competitive advantages, which are
superior and more special than competitors.We also want customers to think that they get morethan what they pay, so we add in interesting and beautiful packaging, superior service, discount andmembership benefit.
Besides, price is one of the most important elements that help customers to decide whether or notbuying some products. We price our products based on the cost and marketing research.
For example:Jacket from 100 USD
Top from 25 USDTrousers from 30 USDDress from 50 USD
Skirt from 25 USD
b. Psychological pricesWe charge different price in different time of the year. Discount price is applied at the end of the
season and in some special occasions such as national holidays, New Year and Christmas Weprovide 10% discount voucher for the next shopping to customers who spend more than 5 millionVND at one time in our store. Besides, membership card is given to customers to collect the pointsand get voucher.
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Marketing Plan 2013 Page 11
5. Packaging materialsa. Carrier bag:
I use brown paper as carrier bag material. The reason is itgives the environment friendly, young and unique look
contributes to the brand.
Image 15. Carrier bag
b. Back neck label
Image 16. Back neck label
c. Hang tag
Simple and bold design, brown colour are used on hang tag to be consistent with my brand essence.
Image 17. Hang tag
d.
Hangers
I use natural wooden hangers which are sustainable andsuitable with my clothing design.
Image 18. Hanger
e. Business card
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Marketing Plan 2013 Page 12
Image 19. Front side of business card
Image 20. Back side of business card
6.
Store location and design
a.
DemographicsI open my first flag ship store in Nhat Chieu street. This is a very peaceful street lying next to WestLake of Hanoi. This place is very easy to access,and near the Hanoiliving foreignerscommunity. Foreigners
who live in Vietnamreally enjoy the raw,exotic culture ofVietnam through eco
fashion products, that iswhy I expect a number of my customers are foreigners. This
location is ideal for this reason. At Tay Ho area, I can rent abeautiful house to make it my store, which I cannot do if Ichoose expensive old quarter area.
Image 21. A view at Tay Ho street
(From http://www.panoramio.com/photo/71954260)
b.
Competition
There is not many fashion stores around that area so the competition level is not high.
c. Store interior
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Marketing Plan 2013 Page 13
Image 22. Store and installation ( from http://www.dezeen.com/2007/12/26/ann-
demeulemeester-shop-in-seoul-by-mass-studies)
d. Store layout
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Marketing Plan 2013 Page 14
Image 23.. Store layout ( fromhttp://www.dezeen.com/2007/12/26/ann-
demeulemeester-shop-in-seoul-by-mass-studies)
e. Window displayI use wooden decorative panels at the main entrance beside a big tree. This display is suitable with
West lake sightseeing and create the feeling of craftsmanship, organic materials which are my strong
point. At night, I hang a lot of rounded decorative bolts to lighten up the store.
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Image 24. Window display
7.
Distribution and salesa. Business to business
b.
Business to customer
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Marketing Plan 2013 Page 16
References
1. Store location and design:Ann Demeulemeester Shop in Seoul
by Mass Studies- http://www.dezeen.com/2007/12/26/ann-demeulemeester-shop-in-seoul-by-mass-studies
2.Zara informationhttp://www.zara.com/webapp/wcs/stores/servlet/category/us/en/zara-nam-S2013/11112/Company
3. Inditex informationhttp://www.inditex.es/es/quienes_somos/tiendas
4. FCUK informationhttps://www.frenchconnection.com/content/marketing/licensed-products.htm
5. FCUK informationhttps://www.frenchconnection.com/content/marketing/fashion-is-our-business.htm6. West lake imagehttp://www.flickr.com/photos/40515937@N06/5606391740
7. Exhibition imagehttp://www.panoramio.com/photo/71954260
http://www.dezeen.com/2007/12/26/ann-demeulemeester-shop-in-seoul-by-mass-studies/http://www.dezeen.com/2007/12/26/ann-demeulemeester-shop-in-seoul-by-mass-studies/http://www.dezeen.com/2007/12/26/ann-demeulemeester-shop-in-seoul-by-mass-studies/http://www.dezeen.com/2007/12/26/ann-demeulemeester-shop-in-seoul-by-mass-studies/http://www.zara.com/webapp/wcs/stores/servlet/category/us/en/zara-nam-S2013/11112/Companyhttp://www.zara.com/webapp/wcs/stores/servlet/category/us/en/zara-nam-S2013/11112/Companyhttp://www.zara.com/webapp/wcs/stores/servlet/category/us/en/zara-nam-S2013/11112/Companyhttp://www.zara.com/webapp/wcs/stores/servlet/category/us/en/zara-nam-S2013/11112/Companyhttp://www.inditex.es/es/quienes_somos/tiendashttp://www.inditex.es/es/quienes_somos/tiendashttp://www.inditex.es/es/quienes_somos/tiendashttps://www.frenchconnection.com/content/marketing/licensed-products.htmhttps://www.frenchconnection.com/content/marketing/licensed-products.htmhttps://www.frenchconnection.com/content/marketing/licensed-products.htmhttps://www.frenchconnection.com/content/marketing/fashion-is-our-business.htmhttps://www.frenchconnection.com/content/marketing/fashion-is-our-business.htmhttp://www.flickr.com/photos/40515937@N06/5606391740http://www.flickr.com/photos/40515937@N06/5606391740http://www.flickr.com/photos/40515937@N06/5606391740http://www.panoramio.com/photo/71954260http://www.panoramio.com/photo/71954260http://www.panoramio.com/photo/71954260http://www.panoramio.com/photo/71954260http://www.flickr.com/photos/40515937@N06/5606391740https://www.frenchconnection.com/content/marketing/fashion-is-our-business.htmhttps://www.frenchconnection.com/content/marketing/licensed-products.htmhttp://www.inditex.es/es/quienes_somos/tiendashttp://www.zara.com/webapp/wcs/stores/servlet/category/us/en/zara-nam-S2013/11112/Companyhttp://www.zara.com/webapp/wcs/stores/servlet/category/us/en/zara-nam-S2013/11112/Companyhttp://www.dezeen.com/2007/12/26/ann-demeulemeester-shop-in-seoul-by-mass-studies/http://www.dezeen.com/2007/12/26/ann-demeulemeester-shop-in-seoul-by-mass-studies/