Textile and Morocco

Craftsmanship Inspired by Culture

EdVenture National Case Study Competition

Richard Blackwood, Xavier Vavasseur, Kjetil WaggestadAnd Tammi Wooten

Faculty: Dr. A. Cudmore

Introduction• Textile industry

– Basis of industrialization for 250 years– Important for developing countries– Morocco already established– New industry structure

Morocco has a comparative advantage!

Background Summary

• Melting pot of different cultures• Thousands of years of history• Highly homogenous population• Secular Islamic country • Long standing U.S. ally

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

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

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

SWOT-analysis

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

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

Marketing Messages

• Morocco,

Craftsmanship inspired by culture

• Morocco, Closer than you believe

• Morocco, Land of opportunity

• Morocco, Your gateway to the world

Marketing Messages

• Morocco, Your lean production partner

• Morocco, Much more than Casablanca

• Morocco, A safe investment

• Morocco, The time is now

“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

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!

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

Marketing tactics

• eZines – TextileWorld.com, apparelmag.com-Online based magazines-Continuously updated-Qualified visitors -Place banner ads-First advertisement

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

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

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

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

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

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:

Examples of execution

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Examples of execution

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Examples of execution

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