About the company

• Coriolan – biggest wedding rings and jewlery producer in Romania

• 3 well placed stores in Iasi – 70 distributors in Romania

• Average consumer profile:

• Young people 25- 40

• People that want to buy wedding rings / gifts

• Need for a single Coriolan branded product

Market overview

• Jewelry produced in Romania: 1,5 -2,2 tons/year which represents 10-

15% percent of the entire sales on jewelry market

• Imported jewelry : 80% of the total imported jewelry come from Turkey

• Jewelry sold in pawn shops

• Jewelry sold on the black market: the sales on the black market are 3

times higher than the entire national production (75% of the total sales)

Jewelry sales - Products

Market overview

• The total value of the market is estimated at 500 millions of Euro. There

is 1 ton of gold jewelry sold every month.

• The growth potential: PBR estimates an annual increase sales rate of

10%-20%.

• Per capita consumption: 1,4 grams/inhabitant

• Typical promotional activity: radio, magazines, flyers, catalogues and

internet

• Distribution: Malls or own shops, online

Core value statement

For the parents that want to buy a special gift to their

daughters, Coriolan Beautiful Memories Bracelet is

the perfect option, by offering an unique

personalized product.

Memories bracelet

• Memories bracelet - similar to a “charm bracelet”

• At 18th birthday (age of maturity) tradition is for parents to give “valuable”

presents, mostly golden jewelry or other things that the person will keep all its

life.

• Something a parent (a mother) would buy at the birth of her baby girl and give

it as a present on its 18th birthday

• It has pendants that are relevant for the events in the person’s life till that

particular moment

Evolution of the product

• When it is bought, it is a simple bracelet made out of flat golden links

that hook together

• With time, parents can buy and add different symbols to it:

a dancing shoe pendant - for first dancing lesson

a book pendant for the first day of school

camera pendant – if it has photography at a hobby

• The symbols are bought separately whenever the parent feels the need• All the pendants can be personalized or engraved on demand

The product

Consumers of Beautiful memories bracelet

Primary target market• Business woman with age over 29• Mothers of baby girls• Active women with lots of responsibilities• They are very organized and plan carefully their life• They don’t like mainstream products and search for unique ones

Secondary target market• Well educated people that want to buy a special gift• Income above average

Marketing objectives (6 months)

• Within 3 months 70% from the target audience will be

aware of the existence of the product

• Within 6 months 10% of the decision takers (mothers)

will buy a Beautiful Memories Bracelet

• Increase the overall awareness on the Coriolan brand

with 10%

Marketing strategies

Product strategy

• Packaging - dark red velvet box with satin inside

• Each pendant bought will come in a small different box.

• The box will include: certificate of warranty, a guide on how to proper take care

of the product, small catalogue, restrictions about proper use age

• Ensure a constant demand on the product

Price (depending on the gold market)

• Unique product with a higher price

• Discounts after the 3rd pendant bought by the same person

• Loyalty card that can gather points

Distribution

Traditional distribution

• Distributed in 3 their own stores (Piata Unirii, Moldova Mall and Nicolina)

– monitor if the product is being accepted by the market

• Separate part of the stores, specially designed and decorated with pop

displays and other materials.

• In the stores outside Iasi there will be promotional materials

Online distribution

• Online store with information about the product

• Designed for people from another city or that don’t have time

Promotion

Role: •increase awareness on the product in order to increase the volume of sales

Key benefits transmitted: •Best way to store the memory of special events – it never lets you down

•Special gift from a mother or parent to its daughter

Communications channels •Media: Ziarul de Iasi, Kiss FM, IS24FUN or Oops media

•Online: banners

•Inside companies – product presentation

•Events: Tara lui Piticot , Kidsland (the ones that involve children with parents)

Print

Element Cost per insertion ($) Number of insertions Expenses ($)

Video production 30 000

Media space 5000

Pro tv / Local 100 50 5000

Public space rent 40/day 7200 / 6 months

Print production (24 magazine prints

and 9 outdoors)

30 000

Contracts with the magazines 1780

Ziarul de Iasi 150 6 900

Cityscape 70/spread 6 420

IS24FUN 70/spread 6 420

Samplings 3000

In-store displays 1920

Malls /ppl stoppers & prints 50 / week 24 1200

Restaurants/ Bars Restroom 30 / week 24 720

Total Expenses 78900

Budget

Measuring objectives

The main things that need to be tested after the 6 months

1. Do people from the target market know about the product?

2. Have they ever bought the product?

3. What is the recognition of the brand?

Methods• Questionnaire, brand recall test• Feedback through the website – cost effective

Thank you for your attention!