GimmeGimme Marketing Plan

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My Capstone project in Emerson College

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GimmeGimme Marketing Plan

  1. 1. meet your GimmeGimme marketing team<br />Derrain Anthony – Account Manager “The Maverick”<br />Cathy Chao – Creative “The Visionary”<br />HaoQuan– Media Planner “The Dreamer”<br />Mimi Staveley– Public Relations “The Enforcer”<br />The exclusive online boutique that offers previously loved high-end designer merchandise at a fraction of the cost!<br />1<br />
  2. 2. agenda<br /><ul><li>About GimmeGimme
  3. 3. Situational Analysis
  4. 4. Customers, Market & Competitors
  5. 5. GimmeGimme’s SWOT
  6. 6. Target Audience Profile of Consignment Shoppers
  7. 7. Who are GimmeGimme customers?
  8. 8. Who are GimmeGimme consigners?
  9. 9. Our Marketing/Communications objectives
  10. 10. GimmeGimme communication strategies
  11. 11. Creative Brief, Media/Internet Strategy & PR/Promotions plan
  12. 12. Campaign Budget
  13. 13. Recommendations
  14. 14. Q&A</li></ul>2<br />
  15. 15. about GimmeGimme<br /><ul><li>start-up business that seeks to generate awareness and increase sustainability
  16. 16. online consignment boutique that sells quality luxury items at a reduced cost
  17. 17. founded by Tiffany Fuller – marketing professional and graduate of Emerson College
  18. 18. Tiffany got the inspiration for GimmeGimme from items collected in her closet
  19. 19. current database of 130-140 customers, of which 30-40 are consigners, based in New York
  20. 20. GimmeGimme customers are mostly female luxury goods lovers, ages 25 to 60</li></ul>3<br />
  21. 21. situational analysis: customers<br /><ul><li>Females 18+ believe that designer labels and exclusivityare key differentiations of luxury
  22. 22. Every racial group cares about different factors of luxury goods
  23. 23. Many consumers reported that they buy luxury goods if they are drastically reduced in price
  24. 24. Online retailers are encouraging consumers to buy luxury at a discounted price
  25. 25. Higher income, higher educated customers without children are a desirable demographic for online retailers</li></ul>4<br />
  26. 26. plain tops<br />jeans<br />heels<br />situational analysis: market<br /><ul><li>Ongoing economic downturn caused consumers to re-shift their purchasing habits to maximize savings
  27. 27. Consignment stores and resale shops have seen expanded growth due to their cost savings appeal
  28. 28. Amazon, eBay, and Craigslist have created opportunities for buyers/sellers of consignment goods without going to a store location
  29. 29. 2008 survey by Nielsen Global Online confirms clothing, shoes, and accessories are increasingly purchased by Internet consumers</li></ul>leggings<br />earrings<br />Cosmetics<br />stylish tops<br />HairProducts<br />5<br />
  30. 30. situational analysis: competitors<br /><ul><li>GimmeGimme main competitors are:
  31. 31. Primary: online consignment retailers
  32. 32. Secondary: physical consignment retailers
  33. 33. Tertiary: counterfeit designers items
  34. 34. Christabelle’s Closet and CovetShop are two popular online consignment retailers in NYC
  35. 35. Michael Consignment and Second Time Around are two examples of physical consignment retailers in NYC
  36. 36. Counterfeit designer items are sold on the street due to their illegality</li></ul>6<br />
  37. 37. GimmeGimme’s SWOT<br />Strengths<br />Weaknesses<br /><ul><li>Luxury goods at a discounted price
  38. 38. Excellent customer service
  39. 39. A one-stop shop for buyers and cosigners
  40. 40. Limited brand awareness among consumers
  41. 41. Lack of presence and marketing promotions within marketplace – particularly Brooklyn, NY
  42. 42. Ineffective positioning and placement within the market
  43. 43. Lack of interactive presence via Social Media platforms
  44. 44. Restricted financial resources
  45. 45. Ineffective method of verifying authenticity of goods
  46. 46. Company website lacks flash capability
  47. 47. Website needs to be compatible with mobile devices</li></ul>Opportunities<br />Threats<br /><ul><li>Post recession: a new interest in price-point shopping
  48. 48. Fast growth of e-commerce and online sales business
  49. 49. Market developments in a growing industry
  50. 50. Online consignment retailers
  51. 51. Physical consignment retail locations
  52. 52. Brand retail locations
  53. 53. Counterfeit luxury item retailers</li></ul>7<br />
  54. 54. concerns of experienced shoppers<br />concerns of inexperienced shoppers<br />Customer Service 2%<br />8<br />
  55. 55. target audience profile of consignment shoppers<br /><ul><li>We collected demographic data about purchasers of consignment goods through online/offline consignment retailers:
  56. 56. 64.2% of consignment shoppers are female
  57. 57. 67.7% are between the ages of 18 and 49
  58. 58. 66.1% of consignment shoppers do not have children
  59. 59. 44.1% of consignment shoppers had college degrees
  60. 60. 45.7% had an annual income of $60,000 or more</li></ul>9<br />
  61. 61. who are GimmeGimme customers?<br /><ul><li>Women between the ages of 25 and 45 (with a 5-year margin either way)
  62. 62. Live in New York City (particularly Brooklyn)
  63. 63. Household Income between $50,000 and $100,000 annually
  64. 64. Love high-end designer labels that are sold independently or at luxury retail stores (such as Neiman Marcus, Saks Fifth Avenue and Bergdorf Goodman, etc)
  65. 65. Love collecting special edition and seasonal designer items
  66. 66. “Treasure hunters”, looking for the best deal on the labels they love</li></ul>who are GimmeGimme cosigners?<br /><ul><li>Women between the ages of 25 and 45 (with a 5-year margin either way)
  67. 67. Live in New York City (particularly Brooklyn)
  68. 68. Household Income between $50,000 and $100,000 annually
  69. 69. Love high-end designer labels that are sold independently or at luxury retail stores (such as Neiman Marcus, Saks Fifth Avenue and Bergdorf Goodman, etc)
  70. 70. Love the ownership aspect of acquiring designer labels (which is the reason they need to sell their items, more closet space!)
  71. 71. “Treasure Keepers”, looking for ways to capitalize on their current merchandise in order to acquire more recent merchandise</li></ul>10<br />
  72. 72. 11<br />
  73. 73. GimmeGimme communication strategies<br /><ul><li>GimmeGimme has three main marketing and communications objectives to achieve within the next six months:
  74. 74. Establish brand awareness in the Brooklyn area
  75. 75. Enhance loyal connections with consigners and increase consigner database by 60%
  76. 76. Increase customer database by 50%
  77. 77. How do you define GimmeGimme, Consignment, and LuxFashion?
  78. 78. Consignment – process of exchanging goods/products between the consignor/consignee for a return of investment on both parties
  79. 79. GimmeGimme– a treasure hunter that is consistently on the search for high end luxury gems that is sold at an affordable price from Me to You
  80. 80. LuxFashion– is the art of taking high-end luxury items and accessories to create your own unique individual style – it is what “fashionistas” crave – Desirefrom Me to You</li></ul>12<br />
  81. 81. creative brief: brand materials<br /><ul><li>Perceptions/ Tones/ Guidelines
  82. 82. Reputation + Consistency
  83. 83. Black + Pink and same typography</li></ul>creative brief: packaging, customer service<br /><ul><li>Print on high-quality material
  84. 84. Build on current marketing and brand efforts</li></ul>13<br />
  85. 85. creative brief: event materials<br /><ul><li>Easy to find information and navigate</li></ul>creative brief: business cards, brochures<br /><ul><li>Stylish, high-end, trendy
  86. 86. Fresh, conversational and friendly tone</li></ul>14<br />
  87. 87. creative brief: giveaways or employee<br /><ul><li>From Me to You
  88. 88. Build on Brand Efforts</li></ul>15<br />
  89. 89. media strategy<br />Goal: To utilize social media to build brand awareness and to generate online buzz<br />16<br />
  90. 90. media strategy<br /><ul><li>Facebook: “Like Me” Ad Campaign
  91. 91. Twitter: Be “Proactive” – not only “Reactive”
  92. 92. Forums: Media buying & Thread Creating similar to “PurseForum”
  93. 93. Blog: Link building to spread the word about GimmeGimme</li></ul>17<br />
  94. 94. Facebook: “Like Me” Ad Campaign<br />18<br />
  95. 95. Twitter: be “proactive” – not only “reactive”<br />19<br />
  96. 96. media buying and thread count creating similar to “PurseForum”<br />20<br />
  97. 97. blog: link building to spread word about GimmeGimme<br />21<br />
  98. 98. Internet strategy<br />Goal: We are going to use SEO and Paid Search to drive traffic and increase page ranking<br />Internet strategy<br /><ul><li>SEO: Onsite and Offsite Optimization Strategy
  99. 99. Paid Search: Google Ads Campaign
  100. 100. Email Marketing: Personal and customized to build loyal connections</li></ul>22<br />
  101. 101. SEO+PPC<br />23<br />
  102. 102. GimmeGimme media plan<br />Twitter, Blog Influencers Pitches and Follow-ups<br />SEO+PPC Search Campaign<br />“Facebook Insights” Tracking<br />Email Marketing Report<br />Facebook “Like Me” Campaign<br />Media Buying: PurseForum<br />Blog Link Building Report<br />timeline<br />September 2011<br />October 2011<br />November 2011<br />December 2011<br />January 2011<br />February 2011<br />24<br />
  103. 103. public relations<br /><ul><li>Me-to-You Tour Campaign
  104. 104. Customers
  105. 105. Cosigners
  106. 106. GimmeGimme Street Team
  107. 107. Associations
  108. 108. Online Connections
  109. 109. Website launch and fashion show</li></ul>25<br />
  110. 110. promotions<br /><ul><li>Price Promotions for Holidays, Events & FW
  111. 111. Random Giveaways
  112. 112. Facebook Fan Page Likes
  113. 113. GimmeGimme Fan Photos</li></ul>26<br />
  114. 114. campaign budget<br />27<br />
  115. 115. recommendations<br /><ul><li>Connect with NYS – Small Business Development Center which helps position clients for success with their small businesses – FREE of charge
  116. 116. Discover source of funding
  117. 117. Prepare for eCommerce
  118. 118. Comply with licensing and regulations
  119. 119. Develop marketing plans
  120. 120. Assess an inventions liability
  121. 121. Become a member of American Business Women Association - great resource and networking tool for professional women
  122. 122. Sell current inventory through “justsellitstore.com” – until website is up and functional as this site specializes in “selling high-end luxury” items
  123. 123. Postpone release of Website until September 2011</li></ul>28<br />
  124. 124. www.gimme-gimme.com<br />29<br />
  125. 125. final thoughts<br />Passion<br />People<br />Personal<br />30<br />
  126. 126. Q&A<br />31<br />
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