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DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
DORIAN BY PAUL SMITH
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DORIAN BY PAUL SMITH

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Marketing Plan, Cobranding and Licensing Project; Fashion Marketing course

Marketing Plan, Cobranding and Licensing Project; Fashion Marketing course

Published in: Business
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  • 1. Dorian by Paul Smith: licensing project Taste different. Be DorianLicensor: Paul Smith ltd.Licensee: Gruppo Campari s.p.a. Mattia Bardella Nicola Cenedese
  • 2. Dorian by Paul Smith: licensing projectTHE PROJECT  Brand extension: spirit  1 year  Licensor : Paul Smith ltd.  Licensee: Gruppo Campari s.p.a.  Product name : Dorian by Paul Smith
  • 3. Dorian by Paul Smith: licensing projectTHE BRAND: PAUL SMITH • Nottingham 1970 ( accidentally) •Art college •12 collections; 35 countries; japanese business •Licensing agreements •Fragrances •China •Rugs •Spectacles ( sunglasses) • …… •Co-branding initiatives •Triumph •Evian •£ 150 mln turnover (2009) •ROE (‘09)= 11% •ROA (’09)= 17%
  • 4. Dorian by Paul Smith: licensing projectProduct lines: man (1/2) PS MAN PAUL SMITH MAN PAUL SMITH LONDON
  • 5. Dorian by Paul Smith: licensing projectProduct lines: man (2/2) BESPOKE PAUL SMITH JEANS
  • 6. Dorian by Paul Smith: licensing projectProduct lines: woman (1/2) PAUL SMITH BLACK PAUL SMITH WOMAN PAUL X
  • 7. Dorian by Paul Smith: licensing projectProduct lines: woman (2/2) PAUL SMITH JEANS
  • 8. Dorian by Paul Smith: licensing projectProduct lines: others (1/2) FRAGRANCES SPECTACLES ALBEMARLE STREET
  • 9. Dorian by Paul Smith: licensing projectProduct lines: others (2/2) ALBEMARLE STREET PAUL SMITH & TRIUMPH PAUL SMITH & EVIAN
  • 10. Dorian by Paul Smith: licensing project ART ENGLISH MODERN STYLEDANDY STRIPES FASHIONABLE SLIM ORIGINAL
  • 11. Dorian by Paul Smith: licensing projectFLL : fashion licensing lifecycle•No chronological order•Focus on the whole brand management process•Constellation business model•Now : phase 4, new licenses • phase 1 (line extension) e.g. childrenswear collection 1991 • phase 2 (internationalisation) e.g. Watch collection 1994 • phase 3 (retail growth) e.g. “furniture and things” collection 2003 • phase 4 (new licenses) e.g. Paul Smith MINI art car 1998
  • 12. Dorian by Paul Smith: licensing project ORIGINALITY PRICE
  • 13. Dorian by Paul Smith: licensing projectTHE PRODUCT: DORIAN• Embodies brand codes•Coherent with brand identity• WHAT : Unique product, unique flavor, two different sizes, design features•WHEN: from Jan.2011• WHERE First year UK ONLY •countries in which PS is present, •specialty stores, exclusive cafès, flagships•HOW •Sweet cherry taste •Location SUCCESFUL CONSUMPTION EXP. •After-dinner or happy hour •Served chilled
  • 14. Dorian by Paul Smith: licensing project Alcoholic beverages life cycleSALES DORIAN BY PAUL SMITH launch growth maturity decline TIME
  • 15. Dorian by Paul Smith: licensing projectCompetitive SUPPLIERS Gruppo Campari s.p.acontest Dorian by Paul Smith Jagermeister SUBSTITUTES Montenegro POTENTIAL ENTRANTS Book Baileys Dolce & Gabbana Art exhibit Vodka Cavalli Giorgio Armani Theatre Sambuca Molinari Martini Vermouths BUYERS Flagships Exclusive cafes Wine and spirit stores
  • 16. Dorian by Paul Smith: licensing projectPrice levels & marketsegmentation VODKA CAVALLI Highly differentiated from 41 £ OUR PRICE DORIAN BY PAUL SMITH 35£/60£ Premium From 26£ to 40£ BAILEYS; SAMBUCA MOLINARI; JAGERMEISTER; MONTENEGRO Medium From 11£ to 25£ MARTINI BIANCO Mass From 5£ to 10£
  • 17. Dorian by Paul Smith: licensing projectTarget customer AGE FAMILY LIFESTYLE NEEDS 20-35 Single or engaged ( no Dandy Taste sth. New children) Have fun Distinguish him/herself Pleasure of drinking Relax Art and culture Socialize• Demographical and psycographical variables•The cost of a “Dorian by Paul Smith” does not weigh so much on the total daily expense• Young people, enjoy life, easygoing personality, friends•GET THE VALUE BACK
  • 18. Dorian by Paul Smith: licensing projectThe licensing strategy•Licensee: Gruppo Campari s.p.a. •QUALITY,ENJOYMENT,PASSION •6th biggest player in alcoholic beverages’ market  solid company •Worldwide distribution force (190 countries) •Over 40 brands •13 production plants •CAGR 2004-2008 was 5,8%
  • 19. Dorian by Paul Smith: licensing project THE LICENSING AGREEMENT•Right to use trademark and registered logo in alcoholic beverages class ( class 33,WIPO)•Production: licensee’s plants of Nanterre (FR);exclusive distribution•10 years;•Royalties: 5% TO; brand’n’logo fee : £30.000 per year;creative effort:£140.000•Communication: 7,5% TO (licensor responsibility)•CollaborationCOMPLEMENTARY SYNERGIES
  • 20. Dorian by Paul Smith: licensing projectTHE CREATIVE PROCESS INNOVATIVE IDEA • Cherry flavored spirit •Freshness •Versatility COHERENCE WITH PS PLATFORM •Easiness to drink = Easiness to wear •Sweet cherry taste = pleasure + dandy •Not drunk = socialize •Innovation + freshness = originality + young style
  • 21. Dorian by Paul Smith: licensing project POWERED BY AUTOCAD 3DProduct design (1/2)
  • 22. Dorian by Paul Smith: licensing project POWERED BY AUTOCAD 3DProduct design (2/2)
  • 23. Dorian by Paul Smith: licensing projectDorian’s key features:•Recipe(DEVELOPED BY CAMPARI): •cherry taste, freshness, 25% alcoholic volume, medium density, dark red color.•Bottle design: •Tall & Slim; •hexagonal basis, but blunted surfaces; •red (Victorian Age typical velvet color), glossy, transparent glass; •Paul Smith’s typical colored stripes all over the cork; •gold writing: “Dorian by Paul Smith”.•Glasses design: •truncated hexagonal pyramid; •transparent; •red writing “Dorian by Paul Smith”; •colored stripes; •heavy and thick bottom.
  • 24. Dorian by Paul Smith: licensing project PRICEDorian’spositioning Dorian by Paul SmithBITTER SWEET OVERCROWDED ZONE
  • 25. Dorian by Paul Smith: licensing projectConsumption experience(1/2) DEDICATED POP
  • 26. Dorian by Paul Smith: licensing projectConsumption experience (1/2) POWERED BY MATTIA BARDELLA
  • 27. Dorian by Paul Smith: licensing project THE OPERATIONAL PLAN TURNOVER & BUDGET APR-10/APR-11 75 cl. 150 cl. TOTALVOLUME 75000 25000 100000UNIT RETAIL PRICE £35,00 £60,00TURNOVER £2.625.000,00 £1.500.000,00 £4.125.000,00ROYALTIES (5% TO) £206.250,00BRANDS & LOGOS FEE (per year) £30.000,00CREATIVITY EFFORT REMUNERATION £140.000,00TOTAL GROSS REVENUES £376.250,00PRODUCT DEVELOPMENT £0,00CREATIVITY £138.278,60OPERATIONS £220.657,34COMMUNICATION £309.375,00TOTAL COSTS £668.310,94TOTAL NET REVENUES (LOSS) -£292.060,94
  • 28. Dorian by Paul Smith: licensing project•Turnover (of the licensee) and costs of the first part of thelaunch, ending with UK’s distribution of the product• First year’s loss: •Exclusive product + short span of sales’time  low volumes •creativity costs, being for the majority fixed costs, won’t be present in the next years •Economic loss BUT image return and brand awareness•LONG-TERM PERSPECTIVE
  • 29. Dorian by Paul Smith: licensing project PAUL SMITH LTD GRUPPO CAMPARI S.P.A. DORIAN ORGANIZATION DORIAN ORGANIZATION TOP MGMT (Paul Smith) CEO long term idea development supervisor of all coherence Bob phases strategy Kunze- Concewit z Licensing managermanages relations with the licensee takes care of the contracts clauses CO-OPERATION Brand manager Product manager Sales & Mktg;coordinates processes towards the gives hints to the various members of Production; final product the operating line Distribution DORIAN WORK TEAM People involved
  • 30. Dorian by Paul Smith: licensing projectSchedule PHASE ACTION START DATE1 Concept definition: general idea and business plan 01/04/2010 Negotiate and sign contract 07/05/2010 Concept briefing with Campari 07/06/20102 Bottle and glasses design (packaging) 15/06/2010 SIMULTANEITY Spirits recipe briefing with Campari 15/06/20103 Adv campaign plan 01/09/2010 Press presentation: trade magazines,specialty press 07/10/20104 Finalize last details of Dorians production and packaging 15/11/20105 UK distribution plan 01/12/2010 Event: Dorian at Albemarle street Christmas 20106 Official presentation Jan. 2011 Available at retail 15/01/20117 Export plan 15/03/2011
  • 31. Dorian by Paul Smith: licensing projectTHE COMMUNICATION PLAN• Taste different. Be Dorian •Taste: to SAVOUR & to BE different •Dorian: dandy, fun, relax, pleasure •Linked to brand identity •Unique framework of reference for communication COHERENCE •Incentive for co-operation with the licensee
  • 32. Dorian by Paul Smith: licensing project Graphic solutions and logos Colors BackgroundsSTYLE Taste different. Be Dorian.GUID WWW.PAULSMITH.CO.UKE
  • 33. Dorian by Paul Smith: licensing projectCommunication tools1. PRESS • Fashion & Lifestyle magazines • Trade magazines ( since October 2010)2. PR • Flyers • People selected coherently3. POP • Customized display • Differentiation strategy • Both in specialty stores & flagships
  • 34. Dorian by Paul Smith: licensing project4. EVENT: DORIAN at ALBEMARLE ST. • PS antiques and furniture shop • Christmas period (before effective launch) • Opinion leaders: young artists and musicians5. WEB TOOLS • Facebook group • Twitter account • Dorian’s website: forum  improve the community issue • PS blog • THE COSTS ARE RELATIVELY LOW
  • 35. Dorian by Paul Smith: licensing projectCOMMUNICATION PLAN COMMUNICATION PLANTOOLS apr-10 may-10 jun-10 jul-10 aug-10 sept-10 oct-10 nov-10 dec-10 jan-11 feb-11 mar-11 apr-11PRESStrade pressfashion-lifestylemagazinePRPOPEVENTSWEB TOOLSPaul Smith blogFacebookTwitterDorian website
  • 36. Dorian by Paul Smith: licensing projectThank you for the attention!

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