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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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    Marketing Plan 2013 Page 15

    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/

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