Table of Contents<br /><ul><li>Brand Review3
Brand Identity Elements:
Brand & Product Description
Brand Objectives5
Brand Objectives
Business Opportunity
Brand Positioning
Customer-Based Brand Equity Pyramid
Future Potential & Customer Loyalty
Customer Analysis9
Target Customers
Demographics, Psychographics, Behavior Patterns & Size
Industry & Competitive Analysis12
Industry Information
Competition
Pricing Strategy
Communication & Promotional Programs18
Advertising & Media Strategy
Sponsorship, Public Relations & Endorsement Programs
Alternative Media, Viral Marketing & Marketing at Touch Points
Leveraged Secondary Associations
Bibliography21
3039745308610Brand Review
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Four Leaf Clover Final

  1. 1. Table of Contents<br /><ul><li>Brand Review3
  2. 2. Brand Identity Elements:
  3. 3. Brand & Product Description
  4. 4. Brand Objectives5
  5. 5. Brand Objectives
  6. 6. Business Opportunity
  7. 7. Brand Positioning
  8. 8. Customer-Based Brand Equity Pyramid
  9. 9. Future Potential & Customer Loyalty
  10. 10. Customer Analysis9
  11. 11. Target Customers
  12. 12. Demographics, Psychographics, Behavior Patterns & Size
  13. 13. Industry & Competitive Analysis12
  14. 14. Industry Information
  15. 15. Competition
  16. 16. Pricing Strategy
  17. 17. Communication & Promotional Programs18
  18. 18. Advertising & Media Strategy
  19. 19. Sponsorship, Public Relations & Endorsement Programs
  20. 20. Alternative Media, Viral Marketing & Marketing at Touch Points
  21. 21. Leveraged Secondary Associations
  22. 22. Bibliography21
  23. 23. 3039745308610Brand Review
  24. 24. Brand Identity Elements
  25. 25. Brand Name: Four Leaf Clover
  26. 26. Symbol: A four leaf clover
  27. 27. Motto/Slogan: Simply ECO-logical
  28. 28. Color Scheme: The palette consists of mostly beige, gray, black, white, green with splashes of pastel hues.
  29. 29. 3746500436880Packaging: Customers who spend +$50 will receive our sustainable bags, which are the best reusable totes; combining organic material (no plastic/polypropylene/nylon or any manmade materials) and assembled using fair-trade labor practices. Each bag contains a different message about protecting the planet designed with beautiful calligraphy and artwork.
  30. 30. Sensory Aspects: When you buy clothing made with certified organic fibers, you will experience the incredible softness of the clothing. By carefully selecting only the best products, we offer the finest quality in hemp clothing, bamboo clothing, 100% organic cotton clothing and other products made of eco-friendly blended fabrics.
  31. 31. Brand / Product Description</li></ul>Four Leaf Clover is a privately owned clothing store that constantly strives to find and offer highest quality eco-friendly products to our customers that will meet or exceed their expectations in comfort, fashion styles and sustainability. At 4LC, we are committed to our social responsibility and ecological accountability. In order to do so, we have pledge to donate one percent of each purchase to the “1% For the Planet” for preservation of forests program. A major goal of 4LC is to increase the economic value of sustainable clothing throughout the supply chain by enhancing market demand for such garments. We design clothes with much consideration in textiles so that when a piece of clothing reaches the end of its lifecycle, it can be reborn into a new and perhaps completely different product. They essentially design for product reincarnation and transformation so that it benefits the human race and the planet.<br /><ul><li>Business Objectives
  32. 32. Business Objectives</li></ul>Four Leaf Clover is a casual women’s clothing brand using all organic material. Our clothing line basics consist of tees, pants, denim, cardigans, etc. We are concerned about ecological trend that is very popular nowadays. Therefore, we create an organic and eco-friendly clothing line for all customers to participate in the “Go-Green” trend.<br /><ul><li>Business Opportunity
  33. 33. Four Leaf Clover wants to do our part to help the environment. We want to introduce our clothing but in a way that won’t damage our eco-system. We want hip and trendy clothes but we don’t want our customers exposed to the harsh chemicals and dyes that are in non-eco clothing lines.
  34. 34. Brand Positioning</li></ul>Four Leaf Clover provides customers to participate in the “going green” action. When customers purchase from the store or online 4LC will donate a percentage of each purchase to the “1% For the Planet”. Our mission is to help the environment and protect the trees. We are committed to using all organic materials for our clothing and to make a new lifestyle awareness for sustainable clothing.<br /><ul><li>Brand Mantra
  35. 35. Competitive Frame of Reference</li></ul>1. Saving our environment with our charity.<br />4412615971550We will donate 1% of each purchase to the preservation of the forests program. In addition, we will participate in all kinds of eco-friendly events and programs.<br />2.Using reusable canvas tote bags for the packaging.<br />All the shopping bags and packages will be using recyclable and reusable materials, such as canvas bags. We also provide one-time use paper bag to help save our environment. We will avoid using any kind of plastic bags. <br />3.Clothing is designed to be recyclable and reused again.<br />The customer can bring their old clothes that they bought from us and recycle it. The store will have a big box in front of the store for customers to drop off their old clothing for recycling.<br />d.Customer-Based Brand Equity Pyramid<br /><ul><li>Future Potential & Customer Loyalty
  36. 36. Four Leaf Clover will plan to open three stores within the next 5 to 7 years based on the fashionable and consumer’s concern about the ecological activities. We plan to expand our stores in San Jose, Sacramento and Los Angeles. We already established a great customer loyalty within the brand; therefore, we will expand our assortments with accessories, such as eco-friendly handbags.
  37. 37. Customer Analysis
  38. 38. Target customers</li></ul>Four Leaf Clover’s target customer is someone who has a passion for the environment and wants to help lower their carbon footprint by supporting eco-friendly clothing lines and products. They enjoy trendy clothing that does not use harmful chemicals, and they like their life to be as “green” as possible. Our customer wants to be provided with sustainable clothing that can fit into their everyday lifestyle at affordable prices.<br /><ul><li>Demographics, Psychographics, Behavior Patterns & Size</li></ul>2465070313055We based our data from San Francisco, CA, where our store will be located.<br />The U.S. Census Bureau 2008 tells us the following about San Francisco, CA County:<br /><ul><li>Total population is 757,604.
  39. 39. The breakdown between sexes is 385,376 male (50.9%) and 372,228 female (49.1%).
  40. 40. Median age is 39.5.
  41. 41. Predominant racial groups are White (55.5%), Asian (32.5%), Hispanic (14%), Black or African-American (7%), and American Indian and Alaska Native (0.4%).
  42. 42. Population is highly educated: 84.6% are a high school graduate or higher and 49.8% have a Bachelor’s degree or higher.
  43. 43. The average household (non-family) income is $53,966; the average family income is $81,136.
  44. 44. Demographics</li></ul>Age: 25-55<br />Sex: Female<br />Income Level: $50,000+<br />Ethnicity: All Races<br />Education: High school and up<br />Generation: Both Gen Y (people born after 1979) and Gen X (people born 1965-1979)<br /><ul><li>Psychographics</li></ul>The majority of Four Leaf Clover’s target market is eco-conscious people who prefer a better environment. They enjoy being outdoors and taking part in activities such as camping and hiking. They like to garden and contribute to their community by donating to charities and fundraisers. They often exercise, walk, and eat natural or organic foods. Some popular activities they like to do are jogging, biking, and joining in environmental issues.<br /><ul><li>Behavioral Patterns</li></ul>USAGE RATE: Moderate to Heavy usage.<br />USER STATUS: First-time buyers<br />BRAND LOYALTY: Average. Being in San Francisco, there are a lot of boutiques and stores that offer sustainable clothing and products.<br />BENEFITS SOUGHT: Good quality material that will last a long time. The customer does not have to worry about wearing harmful chemicals or dyes in their clothing. They also get a boost in their conscience and social responsibility by buying our products, because we after a percentage to forests program.<br />OCCASIONS: Four Leaf Clover’s clothing can be bought all year round on all occasions. Holidays (Christmas, New Years), Seasons (Spring, Summer), and Special Events (Environmental Causes, Earth Day) will stimulate the majority of 4LC’s purchases.<br /><ul><li>Size</li></ul>The majority of our customers will be in the San Francisco Bay Area, California, and the bulk of the west coast (California, Washington, Oregon, Arizona, and Nevada). We will also cater to customers throughout the United States and overseas through our online website: www.4LeafClover.com.<br /><ul><li>Industry & Competition Analysis
  45. 45. Industry Information
  46. 46. Size of Market
  47. 47. Global consumption levels and patterns are driven at the most fundamental level by:
  48. 48. Rapid global population growth – Population of 9 billion expected by 2050.
  49. 49. The rise in global affluence and associated consumption – Global middle class expected to triple by 2030; low-income consumers represent a market of U.S. $5 trillion.
  50. 50. A culture of “consumerism” among higher income groups, who account for the greatest per capita share of global consumption.
  51. 51. Trends of Today/Future
  52. 52. Consumer attitudes and behaviors:
  53. 53. Consumers are increasingly concerned about environmental, social and economic issues, and increasingly willing to act on those concerns.
  54. 54. Consumer willingness often does not translate into sustainable consumer behavior because of a variety of factors –such as availability, affordability, convenience, product performance, conflicting priorities, skepticism and force of habit.
  55. 55. The challenge ahead and options for change:
  56. 56. To be able to lead sustainable lifestyles based on informed purchasing decisions and changes in behavior.
  57. 57. Business sees a need for further dialogue with stakeholders and between businesses to define sustainable products and lifestyles and to formulate actionable responses.
  58. 58. Leading businesses have the capacity to mainstream sustainable consumption and stakeholders welcome the opportunity to work alongside business moving forward.</li></ul>3834130334645b.Competition<br /><ul><li>EDUN</li></ul>Launched in 2005, EDUN is a socially conscious green clothing line launched by Bono and his wife Ali Hewson along with designer Rogan Gregory in Ireland. It is a for-profit business founded on the premise of trade, not aid as a means of building sustainable communities. The company works on a micro-level to help build the skill sets of factories where the clothes are produced. EDUN is currently produced in India, Peru, Tunisia, Kenya, Uganda, Lesotho, Mauritius and Madagascar. The design of the clothing is meant to be inspired by nature with floral and plant motifs and simple, clean lines. The line encourages business and fair trade in third world countries such as Africa in order to alleviate poverty, abolish sweatshops and foster economic growth that weans poorer countries off of charity. In addition, EDUN acts as a voice encouraging the fashion community to do business in Africa and thereby help bring the continent out of extreme poverty.<br />Points of Parity: Sustainable clothing line, encourages fair labor practices, clothing inspired by nature, both fashion forward and is socially responsible for the well-being of the planet. <br />Points of Difference: Focuses to alleviate poverty, abolish sweatshops, and foster economic growth towards third-world countries, produced outside of the U.S.<br /><ul><li>455930079375Propr</li></ul>In the spring of 2008, longtime friends, Grammy Award winning artist Ben Harper, actor/director David Arquette and former creative director of Original Penguin David Bedwell, decided to collaborate and launch their own clothing brand. With the first collection debuting during New York’s fashion week in September of the same year, Propr (deliberately misspelled), is classic and timeless with a quirky edge that is indicative of the three partners and their own personal style. Mostly organic and made mostly in America, Propr is personal, wearable and reaches a crossover customer from eighteen to forty. They wanted to design things for a certain psychographic, not a demographic; a man and a woman that has a great appreciation for a lifestyle that is attainable on all levels. They believe that style is in the moment, how you feel in that moment, and it can change. Propr just makes it easy. With timeless designs for both men and women, Propr has been called “new, fresh and groundbreaking and is positioned to be a crossover brand in an affordable luxury market.” Propr is available in better department stores and boutiques in the U.S. and is expected to be distributed internationally in the fall of 2009 to select retailers.<br />Points of Parity: Sustainable clothing line, both fashion forward and is socially responsible for the well-being of the planet.<br />Points of Difference: Produced mostly in America, designs for a certain psychographic instead of demographic.<br /><ul><li>Loomstate</li></ul>369189033655Launched in New York City in 2004 by designer Rogan Gregory and Scott Mackinlay Hahn, Loomstate was founded as a casual brand dedicated to creating demand for certified organic cotton using socially and environmentally responsible methods of production.<br />Loomstate's design approach is founded on a respect for our environment's ability to balance, shape and color itself, from windswept dunes to sun bleached stones, combined with an appreciation for nature's mathematically pure " Golden Ratios" , evident throughout our environment from nautilus shells to flower petals. Loomstate Men's and Women's collections are inspired by the roots of classic American casual style born of the positivity and activism of youth subcultures over the past 40 years. Updated through modern fits, constructions, uncompromised attention to detail, and rendered in the highest quality and most comfortable 100% certified organic materials. Each piece is created to have lived-in character and comfort, from washed and softened fabrics to tumbled and aged hardware, achieving timeless style rooted in environmental and social sustainability.<br />Beginning with the design process in its New York studio, Loomstate directly manages all stages of manufacturing, from the fabric mills, to the cut & sew facilities and finally the laundries to ensure all partners are participating in responsible manufacturing processes. Loomstate works with factories representing the " Gold Standard" or model of excellence of responsible production methods. All Loomstate factory partners are required to adhere to a code of conduct and Terms of Engagement in our company manufacturing agreement. These factories must use the highest environmental and labor standards, controlling factory pollution, and enforcing fair labor as the cornerstone of the effort.<br />Loomstate is fully committed to organic farming, which is a form of agriculture, which avoids or largely excludes the use of synthetic fertilizers and pesticides, plant growth regulators, and livestock feed additives. Organic cultivation requires managing and preserving the sensitive ecosystem as opposed to stripping the land of its resources as conventional farming does. Loomstate uses 100% certified organic cotton from various regions of the world such as Turkey, Peru, Africa, India and the USA.<br />Points of Parity: Sustainable clothing line, both fashion forward and is socially responsible for the well-being of the planet.<br />Points of Difference: Inspired by the roots of classic American casual style, committed to organic farming, uses 100% certified organic cotton from various regions of the world.<br /><ul><li>Pricing Strategy
  59. 59. Four Leaf Clover’s approach to setting prices will lean towards a value-pricing strategy. By going with such strategy, we will allow our business to thrive without much dependency of premium pricing. Consumers will see the value for themselves and will be able to judge if the price is fit enough for the product. This strategy should not be a problem because people tend to spend more when they know that certain products benefit a kind of charity. We believe that customers do not buy features or benefits but instead buy value, therefore with this kind of strategy, we may not be the cheapest but we definitely offer value. Customers are value conscious rather than price conscious; meaning that to some extent, they will pay more for a certain value in oppose to features. It is believed that customers assign a personal value to a product or service. Therefore, our customers will perceive that our eco-clothing line surely cannot be everyday low value pricing, but that it should not be premium pricing either. It makes sense to set our pricing decision at value pricing because it is reasonable and allows consumers to connect with brand without feeling intimidated by either too high or low of a price range.
  60. 60. Communication & Promotional Programs
  61. 61. 441579048895Advertising & Media Strategy</li></ul>Four Leaf Clover will advertise through magazine advertisements, outdoor advertisements, web advertisements, and newspaper advertisements. Our ads will feature various products along with our address, telephone, and web site of our company. To attract new customers we will offer a 10% discount of total purchase. All they have to do is bring in a current copy of our ad or print out a copy from our website. For online buyers, we will offer a special promotion code to enter when they check out.<br /><ul><li>Sponsorship, Public Relations & Endorsement Programs</li></ul>Not only will we advertise our company, but we will also host an annual 2-day eco-friendly fashion show on April 21st and 22nd, for it is Earth Day. On both days, will be a fashion show that will have collaborations with local and national designers and boutiques including Linda Loudermilk, Del Forte Denim, Propr, and Loomstate. They will be showing several of their spring pieces at this much-anticipated event.  The show will also have student designers taking part and exhibiting their own eco-fashion designs. <br />The first show will be a gala event at the Conservatory of Flowers, where we will have silent auctions and gifts bags to those who attend. The proceeds will benefit several foundations such as “1% For the Planet” and “Wildlife Conservation Society”. On day two, the show will be at the Golden Gate Park where the Green Apple Festival is held annually. We will also have gifts bags for our VIPs and first 100 people. The show starts promptly at 12:15 PM and will run for approximately 90 minutes. The gift bags will have samples from many of our sponsors such as Real Simple Magazine, SFGate, TheDailyGreen newsletter, cosmetic company Bare Essentials, and Elixir and Nopa, which are two of San Francisco’s most eco-conscious restaurants.<br /><ul><li>Alternative Media, Viral Marketing & Marketing at Touch Points</li></ul>4551680574040Four Leaf Clover does have an online website where our customers can purchase our clothes and find more information about us. As mention above, we will also offer discounts for online buyers. In order for them to receive the code, they have to find it on our website. <br />582930548005Along with the website, 4LC will also have website set up on social networks such as Facebook and Twitter. This will allow our customers to see what’s going on in our store and also be the first ones to hear about any special promotions that we will offer.<br />Four Leaf Clover is a sustainable retail store that will provide an amazing experience for every customer. Our sale associates will be working with every customer on a one-on-one basis, providing them with product knowledge and global awareness. At the same time, our customers will feel that they understand what our company is about and what we stand for.<br /><ul><li>Leveraged Secondary Associations</li></ul>We work with the Earth Day Network and the Green Apple Festival, for our annual fashion show, along with our sponsors of the show. We associate with “1% For the Planet” because we donate a percentage of our store profit to them. Four Leaf Clover is an active member of Organic Exchange where we “support to create and implement projects around the world that improve the environment and farmers’ livelihoods.” Another association for 4LC is the Multi-Fiber Arrangement Forum (MFA - Forum) where they promote responsible competitiveness solutions in the garment industry. All of our secondary association works with us to provide a more global awareness to our customers.<br /> <br /><ul><li>Bibliography</li></ul>1% For the Planet | Home. 1% For The Planet. 10 June 2009 <http://www.onepercentfortheplanet.org>.<br />" 5 American Eco-Friendly Bars, Clubs & Restaurants : Planet Green." Planet Green : Sustainable Living, Energy Conservation, Earth Day. Discovery Communications, LLC. 10 June 2009 <http://planetgreen.discovery.com/food-health/eco-friendly-bars.html>.<br />" About Loomstate - Loomstate." Loomstate Organic - Loomstate. 4 June 2009 <http://www.loomstate.org/about>.<br />" Bamboo clothing, bamboo towels, organic clothing for sustainable living." Bamboo clothing, organic clothing and hemp clothing for sustainable living. Eco Fabrik. 4 June 2009 <http://www.ecofabrik.com/about_us.html>.<br />Earth Day Network. Earth Day Network. 10 JUNE 2009 <http://www.earthday.net>.<br />" Edun - Mahalo." Mahalo.com: Human-Powered Search. 4 June 2009 <http://www.mahalo.com/edun>.<br />Going Green - Environmental Issues and Global Warming News - Green Living Tips. Hearst Communications, Inc. 10 June 2009 <http://www.thedailygreen.com>.<br />Green Apple Festival-America. Earth Day Network. 10 June 2009 <http://www.greenapplemusicfestival.com>.<br />MFA Forum | Promoting responsible competitiveness solutions in the garment industry. MFA Forum. 10 June 2009 <http://www.mfa-forum.net>.<br />Olney, Jennifer. " Eco-friendly clothing gaining popularity in San Francisco - 2/27/08 - San Francisco News - abc7news.com." ABC Owned Television Stations. ABC 7 News. 11 June 2009 <http://abclocal.go.com/kgo/story?section=news/local&id=5983661>.<br />Organic Clothing, Graphic Tees, Eco fashion - EDUN. 4 June 2009 <http://www.edunonline.com>.<br />" Organic Exchange: growing the global organic cotton market." Organic Exchange: growing the global organic cotton market. Organic Exchange. 10 June 2009 <http://www.organicexchange.org/benefits.php>.<br />Propr Clothing. 4 June 2009 <http://www.proprclothing.com/company.html>.<br />" San Francisco County, California - Fact Sheet -." American FactFinder. US Census Bureau. 6 June 2009 <http://factfinder.census.gov>.<br />" Sustainable Clothing Standards." LotusOrganics.com - Purely Beautiful and Healthy Organic Clothing. LotusOrganics.com. 4 June 2009 <http://www.lotusorganics.com/articles/SustainableClothing.aspx>.<br />

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