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Transcript
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M A R K E T I N G
g u n j a n g o e l
g u n j a n g o e l
P a r s o n s T h e N e w S c h o o lD e s i g n a n d M a n a g e m e n t ‘ 1 1
e m a i l : g o e l g u n j a n 1 1 @ g m a i l . c o m
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CONTENTS
EVENT PLANNING 1
MARKETING 17
BUSINESS MODELS & PLANNING 25
Discovered, Conde-nast
ZH Collection
Boutique Hotel
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SPECIAL EVENTS PLANNING TEAM OF CONDE-NAST.
GUNJAN FUMI DOMINIQUE
EVENT PLANNING
1
Discovered, Conde-nast
OUR IDEAS
In the Special Events planning
sector of the Marketing department of Conde-nast. DISCOVERED is a
business proposal to the Executive Marketing
Director of Conde-nast.
IDEA A IDEA B IDEA C
New product of a well-reputed
publication house- Conde-nast..
Accountable to Conde-nast for our actions and events
Independent Event
Management com-
pany coordinating with
different magazines to
fund and publish our
stories.
This was a group project, where I worked with two other girls. I have a deep passion fro plan-ning events and thus guided my team to take up a project that required event planning. After a good amount of brainstorming,we decided that we wanted to be the head team of the Special Events planning sector in the Marketing depart-ment of Conde-nast. DISCOVERED, would be a business proposal to the Executive Marketing Director of Conde-nast, as an expansion scheme.
I suggested Conde-nast because I was doing an internship at the fashion closet at Teen Vogue, a part of Conde-nast. Through the process of asking ‘why’ and ‘how,’ we hit upon interesting analogies. We also en-gaged in a profound analysis and reflection of our team process in terms of how we worked together as a team of 3- looking at the medi-ums we used to communicate and how effective those tools and mediums were.
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NEW DESIGNERS
WHY?
We started by asking ourselves Why our scheme is relevant and How we should go about it.
HOW?
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A SWOT analysis helped us to find out how we could get a competitive edge with our scheme.
- venture out further
-become a stronger link between the seller and customer.
-enhance editorial content
-cost saving
- distraction
-not enough funds to host upscale events
-CFDA strengthening their model
-other magazines might invest in similar schemes.
- create a whole new competi-tion
-stronger ties with potential adver-tisers/designers
-become a magazine by itself
STRENGTHS OPPORTUNITIES
WEAKNESSES THREATS
NEW DESIGNERS
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ADVANTAGES TO THE DESIGNER PARTICIPANTS
NEW DESIGNERS
Sanaa Hyder, ZH Collection
“A company that hosts upscale shows for up and coming designers may be a great idea.
There is definitely room in the market for a more open-minded, nurturing event host.”
Shaineal Shah, Xocolatti
“Great idea!
Getting high net worth, affluent, or trendy people to actually come to this event is really helpful to make a strong network.
I think everything boils down to who you know in any business, or anything that you do.“
They will enjoy numer-ous advantages of be-ing sponsored by such a popular magazine house than starting out as a completely new individu-al business enterprise.
By asking new designers in the field, we wanted to make sure that our scheme is relevant and would be beneficial to them. Also listing the advantages for the participants was important to our success.
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THE PLAN
FALL SPRING SUMMER
The magazine would be a three part issue according to the seasons shown below. The story could be published in any of the magazines under the Conde-nast publication house.
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face book, posters, word of mouth, advertising on the Conde-nast web site
SUBMIT YOUR WORKFOR A CHANCE
TO APPEAR IN
GET DISCOVERED
The next step in our plan would be to advertise to reach out to the designers who we wanted to par-ticipate in our scheme. The selection committee would comprise the chief editors of all the Conde-nast magazines.
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After short listing about 11 designers only, we will pick a venue with a runway set up, to showcase the work of these designers. With intensive advertising, we also mean to attract sponsors for our venture since we want to make the event grand as possible.we will be inviting celebrities to this event to further pull up its popularity level. In this way, a major part of promoting each of these designers would already be complete.
This endorsement will be a win-win situation for the designer participants as well as to the reputation of the Conde-nast publication house.
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EVENTS
Celebrating Fashion’sFresh New
DesignersA new platform for the novice has emergered and the fashion world has a keen eye on the 11 designers chosen by DISCOVERED. Celebrities and all top fashion editors were out for the event that showcased the designers work.
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Advertising would be a crucial part of our venture, so we would design big banners in various media to try and attract as much attention as possible.Also we designed a prototype of how the magazine spread would look featuring a story.
REFLECTION ON OUR TEAM PROCESS
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OUR TIMELINE
Week 1 Week 2 Week 3 Week 4
12-08-2010 12-15-201011-24-201011-17-2010
-nal revision of materials-mock up of presentation (agenda, sequence)paper
-revision of material-host the eventfeedback
-revision of material-Finalize pamphlet/invitations/visuals for press
Send out invites
Visit the Grand Central Holiday Fair. Identify the team structure through observations and interviewsinterview magazine editors
Have interviews on designers and event organizers (all members) and compile a list of magazines and galleries to partner-co-ordinate with other teams required fot the nal event like technicians, broker, caterer. - Create a letter to forward to magazines.
-Also come up with content for the pamphlet-Design posters, pamphlets, invitations
Brainstorming
KEY
Strategy/Planning
Interviewing
Co-ordinating
Designing
Press release
Final putting together everything
Presentation
Paper
GUNJANFUMIDOMINIQUE
DIVIDING TASKS
OUR TIMELINEOUR TIMELINE
Week 1 Week 2 Week 3 Week 4
12-08-2010 12-15-201011-24-201011-17-2010
-nal revision of materials-mock up of presentation (agenda, sequence)paper
-present to the class-get feedback
-revision of material-host the eventfeedback
-revision of material-Finalize pamphlet/invitations/visuals for press
Send out invites
Visit the Grand Central Holiday Fair. Identify the team structure through observations and interviewsinterview magazine editors
Have interviews on designers and event organizers (all members) and compile a list of magazines and galleries to partner-co-ordinate with other teams required fot the nal event like technicians, broker, caterer. - Create a letter to forward to magazines. -Also come up with content for the pamphlet-Design posters, pamphlets, invitations
Brainstorming
KEY
Strategy/Planning
Interviewing
Co-ordinating
Designing
Press release
Final putting together everything
Presentation
Paper
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THE MEDIUMS WE USED
14
Looking back at how we worked as a team was equally important as creating the project. It helped us analyze how well we worked, the mediums we chose, the mistakes we made.
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MARKETING
ZH Collection
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MARKETING
ZH Collection
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MARKETING ASSISTANT INTERN
I assisted designer, Sanaa Hyder in marketing and promoting her new brand, ZH Collection, a line for handbags.
My work included detail-oriented research work and emailing blog editors. I even indulged in photo-shoots with her collection, to help her with product placement, which she used in her blogs and web sites. I also assisted her with her stall on trade shows.
Making sample sheets on excel, writing to editors, researching-all added up to be extremely valuable in terms of learning. My detail-oriented skills, com-munication and organization skills were enhanced.
I would also actively make recommendations to her, when she asked me for my suggestions on nu-merous matters.
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BRAND POSITIONING PHOTOSHOOT
SAMPLES OF EMAILS AND BLOG LISTS I CREATED
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Dear Whoever it may concern,
I believe that word of mouth and meaningful writing always carry the supreme power of creating legends of its own. I think your blogs are extremely expressive. We would appreciate having the opportunity to speak with you personally and discuss some of our ideas for promoting ZH Collection.
Sanaa Hyder, cofounder of ZH Collection, believes in whimsy and in doing things her way. ZH Collec-tion is a real reflection of lighthearted and fun-infused handbag line. In a time when our closets are filled with either black patent leather luxe must-have bags or beige canvas shopping totes, this eclectic collec-tion is a refreshing in-between that does not skip on style or functionality to bring customers bold, useful pieces for travel, work and play.“ZH Collection goes back to the essentials : youth, fun and curiosity,” says Sanaa. She tries to keep her eyes open and a loose grip on the ‘grown-up’ world.
ZH Collection creates unique, hand-drawn prints that are chic as well as fun. We also allow licensing of our original artwork. We have a large set up for the manufacturing process, which enables us to supply our printed textiles and bags to both US and international companies.
All the designs on the fabric bags are hand-drawn and created in limited batches. Bold, fun and playful- our pieces are for an unconventional, modern woman who wants to make a statement.
Please email me at [email protected] if you are interested in discussing this scheme in your blogs, which I think are incredible.
This was another group project I did for my Busi-ness Models and Planning Class. We were a group of five and ivested our time in itensive statistical research to find out industry data of the hospital-ity industry. With looking at the entire industry, to competitor pricing and even details of pricing mod-els for external services that we needed to make a boutique hotel work.
Our Mission Statement: F. Hotel offers the best combination of location, in-room features and ser-vices, to fulfill the need of love/belonging to our fashion enthusiast customer, among all luxury bou-tique hotels in Manhattan, New York.
Value Proposition: Among other Boutique Hotels, our features and services are specifically designed to cater to the hectic schedule of our customer. They are able to attend multiple fashion and net-working events within the hotel proximity, an es-sential aspect of our customers’ profession.
We created customer personas, maps and made features and benefits maps to find out what the best strategy for our fashion boutique hotel would be.
BUSINESS MODELS & PLANNING
The F. Hotel
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Crosby Street 60 Thompson The Standard F. Hotel
Price Range $450-4,500 $479-950 $295-1,800 $250-2,000
Avg. Price for a night $555 $379 $375 $300
Total sq. feet for the room 350 350 375 300
Price per square feet $1.58 $1.08 $1.50 $1.00
Average Starting price point per season $555 $379 $375
Would vary according to the season and how much in advance the booking is
made. Would be considerably higher during peak seasons of the fashion shows
and shopping seasons.
COMPETITIVE ANALYSIS
PROFIT AND LOSS STATEMENT
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Product /Service
Primary Features Problem Solved
Value of solution
Customer Value Added Cost
Room Fashion-themed décor Customer in a setting that feels familiar. Love/Belonging
Walk-in Closet
Full length mirror
This theme-specific feature solves the target customers problem of not being
able to properly view their entire outfit, which is a key characteristic of their lifestyle. Love/Belonging
Spotlights It enhances the details of their outfit and creates a familiar environment Love/Belonging
Extra hangers Allows space for their large amounts of clothing. Love/Belonging
Shoe rack Allows apropriate space for their large amounts of shoes. Love/Belonging
Bathroom Multi-angle mirror
Provides multiple views of customer which allows them a complete view of
themselves and their outfit. Esteem and Love/Belonging
Conceirge Knowledgable
Easy, quick, accessible, reliable and up-to-date information. Ability to provide information and make reservations. Esteem
Location
Accessibility to
stores/events
Solves the problems associated with location, also allows quicker access to
the places customers would want to go. Avoids problems of commuting. Safety
Cost to the business
High
Medium
Low
FEATURES AND BENEFITS
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CUSTOMER PERSONA
• Mary Kate
• 45-64 years old
• Fashion business and leisure travelers
• Shopping and night-life is work related priority
