Table of contents - AAU Midpoint & Final Review …gradshowcase.academyart.edu/content/dam/Grad...
Transcript of Table of contents - AAU Midpoint & Final Review …gradshowcase.academyart.edu/content/dam/Grad...
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Table of contents
1. Business Summary
2. Footwear Industry Research
3. Market Location
4. Target Market Analysis
5. Competitive Analysis
6. Product Plan
7. Branding
8. Store Plan
9. Marketing Plan
10. Organization Plan
11. Financial Plan
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Brand Story
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“Ko: Modern Korean shoes”
Korean traditional culture + modern design
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Mission
Vision
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Keep your soul and keep your feet
We strive to be a global leader.Our vision is to embody the heart of Korean soul.Ko wants to be a part of your body.
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Our Objective and Goals
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1. To make comfortable and fashionable shoes.
2. To generate higher Ko recognition in the first year.
3. To be an inspiring company in the footwear and fashion industry.
4. To be a good company.
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Ko Business Image Board
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Footwear Industry Overview
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Global footwear industry
Asian footwear industry
Korean footwear industry
are likely to increase further.
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Global Footwear Industry Overview
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World Footwear Consumption 2014
<Source: World Footwear, Yearbook 2015>
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World Footwear Production 2014
<Source: World Footwear, Yearbook 2015>
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Top 8 Countries by Footwear Consumption, 2013
< Source: reportlinker(World Footwear Yearbook)>
Asian Footwear Industry Overview
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1975~2005 Korean Footwear Market
<Source: National Digital Science Library >
South Korea Footwear Industry Overview
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<Source: Financial News (Korea International Trade Association>
Korean Footwear Market Expert in Itemize(%) of the First Two Quarter of 2016
Korean footwear industry : $6.2 billion in 2015
316.2% growth
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• Capital City: Seoul• Language: Korean• Currency: Won• Population: 49,115,196 (July 2015 est.)• Number of births per women: 1.24
(2015 est.)• The only divided nation
<Source: Google>
Market Location: South Korea
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Korean Wave: Hallyu
K-Pop(Music)K-DramaK-MovieKorean FoodK-FashionCosmetics
UP
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Are you proud of Korean culture? Koreans said,
Yes!
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People Mindset in 2001 and 2016
<Source: Viva100.com>
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How many Koreans have and buy Footwear?
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Changes in customer purchase patterns,
<Source: DMC >
Very Complicated
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Ko Store Location:
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In-sa Dong Street
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Primary Target25-34 years old :Career Women
Lee-sle Hwang
• Gender: Female• Geographic Location: Jeonju• Age: 30• Marital Status: Single• Education: MFA degree• Occupation: CEO, Fashion Designer • Income: $10,000 per month• Living: With parents• Hobbies: Traveling, listening to music, and
watching movies• Social app: Facebook
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Secondary Target:15-24 years old: Students
Sae-rom Park
• Gender: Female• Geographic Location: Seoul• Age: 23• Marital Status: Single• Occupation: Hongik University student • Living: With parents• Hobbies: Traveling, singing, reading books and magazines• Social app: Facebook, Airbnb, delivery apps• Favorite Brands: The North Face, Reebok, Beenpole(Korean brand)• Monthly Income: $300 pocket money + part time job
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Tertiary Marget35-49 years old: Mothers
Young-eun Kim
• Gender: Female• Geographic Location: Bun-dang Gu• Age: 41• Marital Status: Married• Education: University• Occupation: Homemaker• Hobbies: Decorating house, shopping,
floral arrangement• Householder Budget: $12,000 a month• Favorite Brands: Tory Burch, Burberry
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DIR
ECT C
OM
PETITOR
S
IND
IREC
T CO
MPETITO
RS
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Competitive Analysis
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Ko Positioning Chart
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S• Made in Korea • Emotional appeal to Koreans• Fresh style products• High quality shoes• Cost advantages
W• Little brand awareness• Start-up company; New business• Lack of experience running the business
O• Strong interest in Korea worldwide• Growth in world footwear market • Income level is at a constant growth continuum • Advanced footwear technologies
T• Fashion apparel brands have expanded
footwear lines• Quickly changing trend and consumers
tastes• Large amount of competitors • Copying issues• Economic downturn
Ko SWOT Analysis
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“Product Focus Differentiation”
+ Integrating traditional details into contemporary styles
+ Giving customers footwear that is both comfortable and stylish.
+ Collectables.
+ Strong communication with our customers.
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Competitive Advantages
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The first year’s classification(SKU)
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Average: $100.82
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Ko’s signature pattern: every season carry on
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Sp
ring / S
um
mer 20
18 M
ood
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Spring / Summer 2018 Collection
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Fall / Win
ter 2018
Mood
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Fall / Winter 2018 Collection
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Tech Pack
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Detail sheet
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Cost Sheet
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Prototypes
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Prototypes
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Package Composition
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Brand Logo Development
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Brand Slogan
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Brand Message
Modern Elaborate Comfortable Pride
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Store Facade
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Floor Plan
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A section: Meeting RoomB section: Merchandising Area
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Marketing Overview
• To use a powerful visual image
• To relishes challenges to be the best design company
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Marketing Goals
• To focus on increasing the brand recognition in the first year.
• To reach over 5,000 followers on each social media platform.
• To add 50 new customers from our e-mail list every month.
• To build a socially responsible through our marketing.
• Attract 300 visitors to our store every week.
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Marketing Campaign 1: Advertising
Type: Branding campaign Time Action: All year and changing seasonally Cost: $ 1,950
Media channel Mix: Direct mail, E-mail, Facebook and Instagram including the paid ad, Website, Magazine, Poster and search engine
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Marketing Campaign 2: Grand Opening Event
Type: EventTime Action: One day, Saturday, March 3rd 2018Cost: $ 7,780
Event program: Open 6pm – 9pmLocation: In-sa dong, Seoul
Media channel Mix: Direct mail, E-mail, Facebook and Instagram including the paid ad,Website, Poster
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Marketing Campaign 3: Knots DIY work shop
Type: Collaboration and EventTime Action: May 2018Cost: $4,230
Event program: pm 1-pm 4Location: In-sa dong, Seoul
Media channel Mix: Direct mail, E-mail, Facebook, Instagram, Website, PR, Poster
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Marketing Campaign 4: Painting on the shoe
Type: EventTime Action: October 2018Cost: $3,000
Event program: pm 1-pm 4Location: In-sa dong, Seoul
Media channel Mix: Direct mail, E-mail, Facebook, Instagram, Website, PR, Poster
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Marketing Campaign 5: Catalogue
Type: Brand campaignTime Action: per seasonCost: $ 688 / $420 for 500 catalogues (16 pages) * 2 seasons
Media channel Mix: Direct mail, E-mail, Website
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Marketing Campaign 6: Free Flag
Type: Street EventTime Action: March, June and August 2016Cost: $ 2,400
Event program: pm 1-pm 3Location: In-sa Dong Street
Media channel Mix: E-mail, Facebook, Instagram, Website
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Marketing Campaign 7: Collaboration with Halmuni
Type: CollaborationTime Action: July 2018 Cost: $ 5,712
Media channel Mix: Direct mail, E-mail, Facebook, Instagram, Pinterest, Website, PR
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Marketing Campaign 8: Collaboration with talented designers
Type: CollaborationTime Action: December Cost: $ 5,712
Media channel Mix: E-mail, Facebook, Instagram, Pinterest, Website, PR
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Marketing Campaign 9: Membership Card
Type: PromotionTime Action: All yearCost: $ 1,275
• 1 point = $10 dollars• 10 points = a 15% off reward• 20 points = a 20% off reward
• 10% discount coupon for their birthday.
• 100 points = VIP customers• : be invited to our events and a 20% off coupon on their birthday.
Media channel Mix: Direct mail, e-mail
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Marketing Campaign 10: Thank you Letter
Type: Sale PromotionTime Action: Twice a year- Once a year for our customer’s Birthday and New Year’s Day Cost: $800
Media channel Mix: Direct mail, Direct e-mail
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Marketing Campaign 11: Design Contests
Type: Branding Time Action: Once a yearCost: Free
Media channel Mix: Facebook, Instagram, Behance, Website, PR
Images from Core77and A’design Award
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Marketing Channel 01: Website
Time Action: All yearCost: $560
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Marketing Channel 02: Direct Mail
Time Action: All yearCost: $750
Example: Letter, poster card with event information, coupons, catalogues
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Marketing Channel 03: E-mail
Time Action: All yearCost: $90 per month
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Marketing Channel 04-01: Social Media- Facebook
Time Action: All yearCost: $480 per month for Ad including Instagram Ad
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Marketing Channel 04-02: Social Media -Instagram
Time Action: All yearCost: Share with Facebook Ad fee
Hashtag for Ko: #ko, #korea #korean#shoes #footwear #sneakers #fashion#traditional #conceptshoe #womenshoeso on.
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Marketing Channel 04-03: Social Media- Pinterest
Time Action: All yearCost: Free
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Marketing Channel 04-04: Social Media- Behance
Time Action: All yearCost: Free
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Marketing Channel 05 : SEO and SEM
Time Action: All yearCost: Free for Naver(SEO),
$500 per month for SEM
Key words for search: Shoes, Footwear, Beautiful shoes, Flat shoe, Sneakers, Korea, Korean shoe, Ko, Kos hoes, Pretty shoes, Trendy shoes and so on.
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SEM
SEO
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Marketing Channel 06 : PR- Supporters
Time Action: Twice a yearCost: $6,600
Cost details: $ 300 prize for thebest season support per season and 2 free samples(approximately $ 200) + $100 activity fee for each supporter
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Marketing Channel 07 : Billboard in the subways
TimeAction:6monthsfromlaunchingCost:$5,400/$900permonth
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Marketin
g Chan
nels
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Marketing Channel 08 : Magazine
TimeAction:CosmopolitanonceeverytwomonthssinceFebruary2018Cost: $12,000USD/$2,000USDpermonth
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Marketin
g Chan
nels
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Marketing Budget
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Print Media: Catalogue, Direct mailElectronic Media: Website, E-mail, Social Media, SEMEvents: Grand Opening, Free Flag Event, Photo QueenCustomer Royalty: Thank you Letters, Membership Card Poster / BillboardWorkshop: Painting Shoes and Making KnotsCollaborations: Halmuni and DesignerMagazinePR
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Organization Chart
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Financial Summary
Startup Budget: $178,678Gross Margin: 65.2%.
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Monthly Net Sales
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Three Years Sales Plan
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+The first year, focus on Ko brand recognition.
+The second year, to open the online shop for increasing sales.
+The third year, to expand our business to the global market.
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Thank you!
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