Launch a new handbag brand in the UK and Ireland

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Oral presentation for "Contempory issues in Marketing"
MA Marketing - Dublin Business School
Creation and launch of a new handbag brand in the UK and Irish market
Complete business plan

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Launch a new handbag brand in the UK and Ireland

  1. 1. Audrey JASPART - 10022021
  2. 2. 1. Handbags description 2. Market analysis : the UK and Irish market 3. Segmentation, Target and Positioning 4. Marketing projections 5. Marketing mix strategy  Ethical strategy  Value-oriented approach  Brick and click strategy  Media, digital and non media strategy 6. Conclusion and recommendations
  3. 3. Business Team composition
  4. 4. Handbags description
  5. 5. Leather certified “Rainforest Alliance” Several colors and forms Multiple pockets Double loop or strap… Handbags features
  6. 6. LED System Handbags features
  7. 7. Save time Practical Ethical Benefits to clients
  8. 8. Strengths Weaknesses -Innovative product -Patented system -Favorable access to distribution channels -Good COO effects (France) -Good quality of the leather -Ethical -Fragility handbags due to the LED system -Low brand recognition
  9. 9. Market analysis the UK and Irish market
  10. 10. Value and price-consciousness Technology developments Particular features Role of the Internet 37% population purchase online Ethics trends Handbag market trends
  11. 11. • Luxury brands • Department store • Clothing retailers • Specialist in accessories • Lot of independent designers Lot of competitors
  12. 12. Optical fiber fabric By Lumigram Lamp handbag : by Lexon Threat of substitute products
  13. 13.  According to the PESTLE Analysis • In Europe, the handbags market is expected to increase by 2015 • Non-food retail sector : increase of 15% within 5 years • The luxury sector is expected to grow over 50% by 2015
  14. 14. Opportunities Threats -Internet, Smartphones and e-commerce continue to growth up -Technology and innovation are in the trends -Ethic market -Non-food retail and luxury sector are not affected by crisis -Large segment market -Strong competition with lot of big competitors -Established competitive brands -Substitutes products at low cost -Short Product Life Cycle
  15. 15. Segmentation, Target and Positioning
  16. 16.  SEGMENTATION Segmentation by gender, age, income and purchase behavior
  17. 17.  TARGET Sell opportunities 25-50 years old Middle class Focus on practicality, originality, quality and ethics
  18. 18.  POSITIONING Handbag "Coup de Foudre" is convenient to find again his stuff
  19. 19. PERCEPTUAL MAP
  20. 20. Marketing projections
  21. 21. 0 50,000 100,000 150,000 200,000 250,000 300,000 2013 2014 2015 Sales projections per year (€)
  22. 22. Marketing mix strategy
  23. 23. Product decision: an ethical strategy
  24. 24. Pricing decision: value-oriented approach 100 -300 85- 255
  25. 25. Place decision: brick and click strategies Brick and Mortar Stores Online -Specialist retailers -Local specialist boutiques -To-end department stores -Specialist’s handbags website (Sarenza…) -Own website: www.coup-de-foudre-shop.com
  26. 26. Marketing communication decisions
  27. 27. Digital strategy To promote handbags, give information about the collection and answer questions Advertising on our website Advertising on blogs, websites and forum Search engine marketing: Google Adwords…
  28. 28. Non-media strategy
  29. 29. Marketing communication decision Guerilla marketing
  30. 30. Conclusion and recommendations
  31. 31.  Innovative concept  Ethical considerations  Active on the communication strategy
  32. 32. Recommendations:  Expand the selling in Europe  Launch a range of handbags for men GROWING MARKET
  33. 33. Thank you for your attention !

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