fashionista
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Fashion Marketing
Fashionable way of life
Fashion Marketing
The Concept
The concept is to introduce a fashion beverage from coca-cola
Ingredients of the beverage is same as normal coca-cola with ginseng to enhance energy
Fashionable , attractive packaging with new distribution strategies
Marketing plan
PURPOSE
• All Markets these days are saturated and competition levels
are high because of the growing number of companies
entering into the market
• Companies should be regularly innovative with strong
implementation of the ideas. This Implementation can be
done through a proper marketing plan
• Taking these things into account Coca-Cola is launching its
fashion beverage
• So the purpose of this marketing plan is to introduce a new
product from coca-cola in a refreshing new segment which is
fashion
.
MISSION , VISION and VALUE
Mission
• To refresh the world …in body , mind and spirit
• To inspire moments of optimism…through our brands and
our actions
• To Create value and make a Difference…everywhere we
engage
Vision
• People : Being a great place to work where people are
inspired to be the best they can be
• Planet: Being a responsible global citizen that makes a
difference
• Portfolio : Bringing the world a portfolio of beverage brands
that anticipate and satisfy people’s desires and needs
• Partners : Nurturing a winning network of partners and
building mutual loyalty
• Profit : Maximizing return to shareowners while being
mindful of our overall responsibilities
Values
• Leadership : The courage to shape a better future
• Passion : Committed in heart and mind
• Integrity : Be real
• Accountability : If it is to be , Its upto me
• Collaboration : Leverage collective genius
• Innovation : Seek , Imagine , Create , Delight
• Quality : What we do , we do well
MARKETING ANALYSIS
Needs and Benefit sought by the Market :
Thirst Quencher of a unique sought because of taste
Various flavors and Diverse products
Substitute to water in a way of color and taste
Liquid combination for various meals
PRODUCT USAGE
Chart from the lesson
Who :
All age groups from the age of 5 and above. Irrelevant to gender income,
lifestyle, region.
Why :
Good taste.
Regular innovation of product design.
Beverage that help balance consumers sugar levels.
Consistent quality delivered by Coca - Cola.
Brand loyalty developed by Coca – Cola over the years.
When :
Usually with meals
Discotheques
Special Events
To quench thirst
How :
With alcohol, and cocktails
Just plain coca – cola.
PRODUCT POSITIONING
0102030405060708090
100
Im
age
Pri
ce
Qual
ity
Availa
bility
CocaCola
Pepsi
PRODUCT COMPARISON
Market Size
• The market for our product is going to be a large fast consuming
market. Mainly targeting the night time consumers as that is the
maximum profit yielding market for the product.
• The market is going to spread across Discotheques and Fashion
cafe’s around the world.
• It is also going to be spread in Fashion schools around the world
for example IED in the different cities, FIDM – L.A, parsons N.Y.
• The product is going to be available in exclusive designer stores
and designer café's.
ANSOFF MATRIX
Market
Penetration
Product
Development
Market
DevelopmentDiversification
New
Market
Existing
Markets
Existing Products New product
As the product we are introducing represents a new product in a new
market ( fashion) the marketing strategy applied falls within the
diversification part of the matrix
Margin and profits
• 80 cents Production cost in Italy.
• We are considering 3.20 Euros to be the sales price to
the Distribution
• Therefore the gross margin per can is 2.40 Euros.
SWOT Analysis
• Strengths:
- Good brand image.
- Customer loyalty.
- Strong back up of funds.
- Taste with energy enhancer ( ginseng)
- Design
- Efficient distribution capacity.
- Excellent marketing strategy.
• Opportunities:
- New product line
- Enter into a new industry: fashion
- Untargeted Market
- New distribution channels
• Threats:
- Strong competition from Pepsi in the Future
- New market
- Market Acceptability
Marketing strategy
• The marketing strategy behind this product is to develop a new market of fashion beverages
• The new product which is targeted to introduce to the customers the concept of a beverage being a fashion accessory. (e.g. : Carrying a star bucks coffee)
• This new product which is targeted to customers who are interested in fashion ( new customers and existing customers)
BRAND DEVELOPMENT
LINE EXTENSION BRAND EXTENSION
MULTIBRANDS NEW BRANDSn
e
w
e
x
i
s
t
i
n
g
EXISTING NEW
C
O
C
A
C
O
L
A
Fashionista
MARKETING MIX
PRODUCT
Fashionista – fashion beverage from coca-cola
Attractive , Stylish and different packaging
The product developed due to
Opportunities
Empty market
Research
Demand
Fashionista differs from other coca-cola products in a way of places , prices and distribution
Customers loyalty towards coca-cola is an advantage for Fashionista.
Customers acceptance for new ideas encouraged the development in Fashionista
Adding ginseng to Fashionista enhance energy level in consumers.
PRICE
• We are estimating 100, 000 cans of Fashionista to be sold in
day all over the world
• The estimated cost of production of one can is .80 euros .
• The sale price of one can to the retailers will be 2.4 euros
• The gross margin per can will be 1.60 euros
• The gross margin income world wide in a day will be 16000
* These calculations have been made on the assumptions made by our
group based on information collected by us from the internet in Italy
PLACE
• Types of channel
Indirect – like Agent, Wholesaler, Retailer.
Level of marketing coverage
• Exclusive : The product is available only in selected places
which are following
• Discotheques
• Fashion cafes
• Designer showrooms
• Fashion schools
• Fashion events
• High positioned bars and restaurant
• The changes in distribution is because of following reasons
• Because its positioned as a Fashion product
• Targeted customers are related to selected points of retail.
Foreseeing the competition in the future, we will be making a
mutual exclusivity agreement with the retailers stating that
they will not introduce any competitive product in the same
segment manufactured by a company apart from coca cola.
For the first 6 months.
For the first 6 months Coca-Cola will retaining its distribution
rights of Fashionista. Coca-Cola will choose Fashionista’s
retailers and decide the price with mutual consent of the
retailers.
PROMOTION
• Launching party (inviting celebrities & important
personalities).
• Sponsoring fashion shows & events.
• Special events in the night clubs sponsored by Coca-Cola
Fashionista.
• Glow paint tatoos in night clubs
• Fashionista glasses supplied to retail points, in which
Fashionista or other beverages will be served.
• Laser lights in night clubs.
ADVERTISING
• TV Advertisements
• Billboards
• Fashion Magazines
• Fliers
• Posters in fashion schools, clubs and cafes
• Direct marketing.
Briefing for advertising
Focus on the bottle
Connect the real thirst with fashion thirst
THE IDEA
A fashion victim searching to quench her thirst and end up finding
FASHIONISTA which gives her a solution for her thirst and also
satisfaction for fashion needs
The fashion society carrying FASHIONISTA as they carry fashion
accessories
To create an image in fashion world that FASHIONISTA is a part of it
ACTION PROGRAMMS
• Initial production will be of stock of upto 4 months demand.
• next batch of production will start after 1 month of launch of
the product, and response.
• Coca – Cola sells 1.4 billion pieces in a day all over the
world.
• Fashionista will play a good role in this 1.4 billion because it
will increase the percentage of sales because its addressing an
untargeted market
Source : Article in The New York times
newspaper.
• Action plans for facing competition from Pepsi or other competitors are( counter attack )
After the launch of the product in three months co-branding with, for example, dolce&gabbana and introduce a D&G gold Fashionista which will keep Fashionista alive in market
More products from time to time like Fashionista Zero , Fashionista Light etc…
Different flavored product From Fashionista like apple flavored , orange flavored etc..
Co- branding with absolute Vodka which again positioned themselves as fashion drink in alcohols
• Fashionista will introduce their accessories in tie up with big players in accessory market
• Also introduce their limited edition clothing line in tie up with designers
• Launch the Fashionista website which in connection with fashion because of the web-browsing nature of target
Marketing objectives
• Target market objective for Fashionista is segmentation approach which is fashion
• Expecting a percentage growth in customers who are interested in fashion and were not coke customers
• Also high purchase rate by existing customers who is fashionable
• Expecting a growth in company’s image as a global market player ( by giving birth to a new segment - the Fashion Beverage segment)
• To initiate a curiosity about how a beverage can be a fashion accessory (ex: as mentioned before carrying star bucks coffee as a fashion statement)
Financial objectives
• For many organizations the ultimate goal of the marketing
plan is the effect it will have on the bottom line
• Fashionista’ s sales increase mainly in night because the main
target for the product is to increase sale in discotheques
• Also increase in sale where no other competitor is present
(new segment) is an added advantage in sales ( new market )
• Higher price positioning affects and increase the margin and
profit of the company
IMPLEMENTATION SCHEDULE
Task Time Responsibility People in charge
Pre-launch
advertising
May. 2009 Prepare for the
product launch
activity. Issue pre-
launch ads.
Marketing
director
Product launch
day - Europe
Jun. 2009 Officially launch
Fashionista at Milan,
Italy.
CEO, Marketing
director
TV and press
ads campaign
Jun-Aug.
2009
Launch ads campaign
at entire Europe.
Marketing
director
Product Launch
day – Asia,
North America,
Australia
March
2010
Officially launch
Fashionista at
Shanghai, New York
and Sydney.
Marketing
directors of
different areas
Sponsor Milan
spring fashion
show – D&G
feb.2010 Support D&G spring
fashion show at Milan.
Marketing
director, D&G
operation
director
Task Time Responsibility People in charge
Budget variance
analysis
Dec . 2009 Analyze and adjust the
budget according to the
actual performance of the
first quarter.
CFO, accounting
department
Advertising and
promotion
Jan 2009 To implement the
advertising and
promotional plan
Advertising
company /
Promotion Agency
Website design and
managing
Mar . 2009 To Manage and update
the fashion trends and
styles and also events
Web hosting
company / Web
Design Agency
Area Worldwide
T.V 40 % 16 cents per can
Magazine 40 % 16 cents per can
Other marketing
activities
20 % 8 cents per can
Total Expense 100% 40 cents per can.
MARKETING BUDGET
Marketing Cost Division for 1 can of Fashionista
Period Quarter 1 Quarter 2 Quarter 3 Quarter 4
Pieces 12000000 13200000 14652000 16703280
Price 3 3 3 3
Sales
Revenue
36 million 39.6 million 43.9 million 50.1 million
Period Quarter 1 Quarter 2 Quarter 3 Quarter 4
Pieces 12000000 13200000 14652000 16703280
Cost .40 .40 .45 .45
Total Cost 4.8 million 5.2 million 6.5 million 7.5 million
MARKETING BUDGET
SALES BUDGET