Textile and Morocco Craftsmanship Inspired by Culture EdVenture National Case Study Competition...
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![Page 1: Textile and Morocco Craftsmanship Inspired by Culture EdVenture National Case Study Competition Richard Blackwood, Xavier Vavasseur, Kjetil Waggestad And.](https://reader030.fdocuments.us/reader030/viewer/2022032702/56649ca35503460f94963def/html5/thumbnails/1.jpg)
Textile and Morocco
Craftsmanship Inspired by Culture
EdVenture National Case Study Competition
Richard Blackwood, Xavier Vavasseur, Kjetil WaggestadAnd Tammi Wooten
Faculty: Dr. A. Cudmore
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Introduction• Textile industry
– Basis of industrialization for 250 years– Important for developing countries– Morocco already established– New industry structure
Morocco has a comparative advantage!
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Background Summary
• Melting pot of different cultures• Thousands of years of history• Highly homogenous population• Secular Islamic country • Long standing U.S. ally
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Situation Summary• Ascension of new king• Focus on development
–Political reform–Economic reform
• Newly signed FTA with the U.S.• Strong ties to France and the EU• Establishment of 16 investment
centers
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Secondary research• Issues with counterfeit goods and
protection of intellectual rights• Transportation costs:
– Sea much cheaper than land
• Trend towards lean manufacturing, quick turn around, and small batch production
• Government incentives for textile producers
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Competitive Overview
• End of the Multi Fibre Arrangement• Increased level of offshoring
-Especially to low cost countries• Squeezed from the top and below:
– Low cost countries such as China, India– High quality producers such as U.S. and
Italy
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SWOT-analysis
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Target Market Profile
• U.S. textile manufacturers • Producing branded garments• Willing and able to invest or
purchase• Low awareness• Unfamiliarity possible source of
wrong or negative beliefs
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Brand Image and Equity
• Create an image of Morocco as exotic and tradition of craftsmanship
• Closeness to the U.S.• Appeal to American spirit of
adventure• More reformed than the competition• Modern infrastructures and textile
industry
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Marketing Messages
• Morocco,
Craftsmanship inspired by culture
• Morocco, Closer than you believe
• Morocco, Land of opportunity
• Morocco, Your gateway to the world
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Marketing Messages
• Morocco, Your lean production partner
• Morocco, Much more than Casablanca
• Morocco, A safe investment
• Morocco, The time is now
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“Pull Message”
• Reach US textile manufacturers• Keep the target audience informed• Repeated exposure to advertising • Create “Buzz” and mental association• Create a feeling of lost opportunity if one
forgoes investing in Morocco’s textile industry
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Primary research• Methodology
– Online survey with rank and scale questions– List of executives from databases– Contacted via e-mail and phone– Over 260 executives of which 40 answered
• Results– Internet most important information source– Location and labor cost most important– Far East most preferred offshoring location
• Followed by North Africa!
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Marketing tactics• -Internet most important for
information• Creation of website – MoroccoTextile.com
-Current and extensive information-Information on Morocco in general-Links to resources-Success stories-eTraffic-Newsletter sign-up-Free consulting
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Marketing tactics
• eZines – TextileWorld.com, apparelmag.com-Online based magazines-Continuously updated-Qualified visitors -Place banner ads-First advertisement
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Marketing tactics• Second most important source of
information• Printed magazines – Textile World, Textile Intelligence
-Print ads-Inserts-CD carriers-Read by industry participants-Concurrent with eZines
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Marketing tactics• Wide reach and informative• eNewsletters
– eNewsletter distributed by Textile World– Measure response– Create in-house eNewsletter from those
who sign up– Cheap and high impact– Timed after on- and offline magazines
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Marketing tactics
• Direct marketing• Buy databases of key executives• eFlyers
– Ads embedded in e-mails
• Information packages in postage mail– Brochures with highlights– Booklets of more extensive information– Include a prize for assured reading
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Marketing tactics• Trade shows
– Important for decision makers• Trade organizations
– Getting in “the know”• Publicity
– Sponsoring events• Public relations representative
– Speak on behalf of Morocco
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BudgetWebsite $3,289.00Leaderboard advertising $7,188.00Banner advertising $5,988.00eNewsletter campaign 1 $10,0000eNewsletter campaign 2 $619eFlyers $850eTraffickiing $10,188Magazine print ads $24,021Magazine inserts $29,580Magazine CD carriers $55,200Magazine print ads $21,000Tradeshows $82,400Direct Marketing $4,597Trade Associations $4,800Publicity $435,280Employment costs $255,000Total $1,000,000.00
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Conclusion• Trend away from low cost focus
– Morocco is not the lowest cost country
• Trend towards lean manufacturing, on time delivery, small batch production etc.– Morocco possess these abilities!
• Reaching the target audience is cost effective and easier than most think
• Some examples of creative execution:
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Examples of execution
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Examples of execution
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Examples of execution
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