INTERNATIONALIZATION CAMPAIGN TO PENETRATE THE BRITISH MARKET:

WELCOME to the “MADE IN SPAIN”

ESCP TEAM

Gabriela Marengo Roxana Flores Ángela Esteve

Justine Mattler David Moreno

BRIEFING

1

Internationalization plan to launch DR

in the British Market

Promote the “Made in Spain”

brand in the luxury British market

Brand Activation: Increase brand

awareness

2 3

WEAKNESS: Low

Brand Awareness

1. INTERNATIONALIZATION DIAGNOSIS

“The internationalization is a complex process that requires a strategy that helps a company to go beyond its weaknesses

and that multiplies the effects of its strengths”.

STRENGH: Only market place that

focuses on Spanish Luxury Fashion

INTERNATIONALIZATION CAMPAIGN: WELCOME TO THE “MADE IN SPAIN”

Wide range of product

categories

Various payment methods

Same day/Next Day delivery

Fashion Advisor Team

Visually Attractive Content

2. BENCHMARK

STYLISH TEAM: IMPERATIVE

PAYPAL PAYMENT OPTION:

IMPORTANT

EXPRESS DELIVERY SERVICE

PRODUCT CATEGORIES: WIDE

& INNOVATIVE

RICH & ATTRACTIVE PRODUCT IMAGES

1 2

3 4 5

3. MARKET ANALYSISBRITISH LUXURY FASHION INDUSTRY

E-commerce luxury industry in UK: Increase

by 18% by 2018

Accessories: 29% of total market share

56% of luxury retailers offer faceted

navigation

Only 50% of luxury retailers offer next

day delivery

Beauty & Make Up growing: 22% of total

market share.

Luxury industry: worth up to £54bn in the next four years

Source: Ampersand. Multi-channel retail report. Luxury Edition. (2015) and Deloitte. The luxury opportunity. (2015)

Seasonal luxury gifting growing (driven by

middle-age consumers)

Social media use: trends, pricing

information & gift ideas.

58% millennials luxury consumers in UK buy luxury through online

channels.

4. BRITISH LUXURY CONSUMERPURCHASING BEHAVOUR

Strong impulsive purchasing power

Driven less by new collections

Magazines: dominant channel to become aware of new brands

High use of search engines to find specific

products

Value of Convenient Return Policy

& Free Shipping

Value of brands that nobody else sold online

Online customer reviews and

recommendations

Source: McKinsey&Company.The opportunity in online luxury fashion (2015)

5. ENTRY STRATEGYOBJECTIVES

POSITION ‘DR' AS A TOP LEADER IN THE ONLINE LUXURY INDUSTRY

GENERATE TRUST & CREDIBILITY TO THE BRITISH LUXURY CONSUMER

ENGAGE CONSUMERS IN SOCIAL MEDIA CONVERSATIONS

INCREASE APPRECIATION OF THE “MADE IN SPAIN” BRAND

1

2

3BE ATTRACTIVE TO UK FASHION

INFLUENCERS & ONLINE FASHION MAGAZINES

4

5

6

INCREASE AWARENESS THROUGH RICH SOCIAL MEDIA CONTENT

6. WELCOME TO THE “MADE IN SPAIN”MAIN EVENTS

MAY JUNE JULY AUGUST SEPTEMBER

OCTOBER NOVEMBER DECEMBER JANUARY

MARKETING PLAN

PRIVATE DINNER LONDON

OPEN YOUR HEART TO THE “MADE IN SPAIN” SPHERE POST “MADE IN SPAIN”

ON & OFF

SPHERE POST “MADE IN SPAIN”

ON & OFF

DR UMBRELLAS STREET MARKETING

LIMITED EDITION ‘DR’ UMBRELLAS FOR FIRST 150 ELITE

CONSUMERS

HARRODS SCREENING “MADRID FASHION WEEK”16

FEBRUARYSPHERE POST

“MADE IN SPAIN” ON & OFF

HARRODS SCREENING “MADRID FASHION WEEK”17

THE “MADE IN SPAIN” JOURNEY: SHOWROOMS

LONDON LEEDS MANCHESTER

NEWSLETTER: PRIVATE SALES

WEBSITE TRANSLATION

NEWSLETTER

SOCIAL MEDIA ACCOUNTS FOR UK

OFFLINE & ONLINE EVENTS

GOOGLE ADWORDS

GOOGLE ADWORDS

SOCIAL MEDIA: FACEBOOK & INSTAGRAM

SOCIAL MEDIA: FACEBOOK & INSTAGRAM

8. OFFLINE EVENTS

6.1 PRIVATE DINNER & PARTYLAUNCHING EVENT

- Private dinner and party to celebrate Designers’ Rooms launch in the UK Market.

- Opportunity to invite important fashion bloggers, influencers and fashion media specialists from UK.

- Miguel Marinero and some other designers form DR will be present to interact with the target audience and sell the “made in Spain” brand.

LOCATION: Haymarket Hotel

(London)

ROCKLIN ROOM

GUESTS: Susie Lau

Carrie Harwood Sandra Hagelstam

Ella Catliff Adam Scotland Alex Synamatix

JUNE 25TH

6.2. OPEN YOUR HEART TO THE “MADE IN SPAIN”

Creation of a CAPSULE COLLECTION exclusively for the UK market: Premium umbrella designed by one of the iconic designers of DR, exclusively for the British luxury consumer in order to celebrate

the launching of DR in UK.

150 “Made in Spain” Umbrellas: given to the first British ELITE customers or those who spend

more than £800

CAPSULE COLLECTION

JULY 2016

6.3 OPEN YOUR HEART TO THE “MADE IN SPAIN”STREET MARKETING

- STREET MARKETING action in Carnaby Street (Soho, London) showing our limited edition umbrellas made by DR.

AUGUST 2016

- Due to the high investment of this marketing action, a collaboration with ICEX-Marca España has to be taken into account.

6.4 THE ‘MADRID FASHION WEEK’ ARRIVES TO LONDONHARRODS

- To see the whole fashion show, customers will have the possibility to scan a QR code redirecting them to DR’s website.

- During the Madrid Fashion Week, two DIGITAL MEDIA WALLKS at Harrods’ ground floor will broadcast live the highlights of Madrid’s fashion show.

SEP 2016 & FEB 2017

6.5 THE “MADE IN SPAIN” JOURNEYDESIGNERS’ ROOMS SHOWROOMS

Designers’ Rooms arrives to UK to share with you a touch of Spanish sophistication, celebrating with you - beauty, optimism, and confidence. A world-premiere retrospective pays tribute to the most

influential fashion icons of the Spanish Luxury Industry featuring best piece collections.

Great Titchfield Street - Flexible Space

LONDON LEEDSTrinity Leeds 3.29

MANCHESTERThe Coal Store

OCT 25th-26th NOV 12th-13th DEC 3rd-4th

7. ONLINE EVENTS

SPHERE MAGAZINE: Both online and in print, it curates the world’s finest experiences and products for its discerning, high-end audience.

DISTRIBUTION: Orient-Express Hotels, Trains & Cruises, on board all British Airways First and Club Class long-haul flights, in five-star London hotels.

One full page publication in the print version + banner in online version, three times per year.

7.1 SPHERE MAGAZINE

JUNE 2016

Discover the exquisite “Made in Spain”

Discover the exquisite “Made in Spain”

SEP 2016 NOV 2016

7.2 INSTAGRAMMY STYLIST

MAY 16-FEB 17 SHARE & WIN

7.3 FACEBOOK

MAY 16-FEB 17

ATTRACTIVE DAILY POSTS:

Spanish Designers Trends

Outfit ideas, DR events in UK

JUNE CAMPAIGN: Facebook Ads

to promote the DR Limited Umbrella

for the first Elite customers.

SEASONAL CAMPAIGNS: According to

National Bank Holidays to drive sales

OPEN YOUR HEART TO THE “MADE IN SPAIN”DISCOVER THE MOST ICONIC ITEMS FROM DESDIGNERS’ ROOMS

SHOWROOM- LONDON-Great Titchfield Street nº4- Flexible Space October 25th- 26th

8. ONLINE BUDGET

ADWORDS CAMPAIGN (10 MONTHS) 10X500= 5.000 €

DATABASE WITH QUALIFIED LEADS FOR NEWSLETTERS (E-MAIL MOVERS)

800 €

FACEBOOK CAMPAIGNS 950 €

ONLINE SPHERE MAGAZINE 4.166 €

WEBSITE IMPROVEMENTS 1.000 €

TOTAL 11.916 €

8.1 OFFLINE BUDGET

LAUNCHING EVENT: Dinner, Decoration, Photocall, Invitations

4.500 €

OPEN YOUR HEART TO THE “MADE IN SPAIN” Street Marketing Action 21.500 €

OPEN YOUR HEART TO THE “MADE IN SPAIN” 150 umbrellas: capsule collection 150 umbrellas X 15 € = 2.250 €

50/50 DISEÑADOR + DR

1.125 €

MADE IN SPAIN JOURNEY: London 22.602 €

MADE IN SPAIN JOURNEY: Manchester 1.549 €

MADE IN SPAIN JOURNEY: Leeds 829 €

OFFLINE SPHERE MAGAZINE 8.331 €

HARRODS 6.000 €

TOTAL 66.436 €

TOTAL ONLINE & OFFLINE: 78.352 €

9. CONCLUSSIONS

BRAND ACTIVATION:

THROUGH OFFLINE BECAUSE OF THE NEEDS OF THE

INDUSTRY

1 2

MADE IN SPAIN: CONVERTING

A WEAKNESS INTO A STRENGHT

“BEING EXCLUSIVE”: COMPETITIVE

ADVANTAGE IN THE UK LUXURY MARKET

3THROUGH

EXCLUSIVE ACTIONS (ON&OFF), DR WILL BE

ABLE TO DIFFERENTIATE ITSELF

FROM LUXURY RETAILERS

4

Add new categories, such as beauty.

Permanently improvements of visuals & website

interface

Powerful SEO strategy

Affiliate program on luxury related

websites (e.g.blogs)

Earned media growth: e.g Business of

Fashion, blog

Stylist Advisor Team

Showrooms in Department Stores to promote loyalty

Packaging Innovation

ONLINE

OFFLINE

10. RECOMMENDATIONS

THANK YOU & GOOD LUCK!