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  1. 1. Fashion Marketing Fashion Marketing Fashionable way of life
  2. 2. 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
  3. 3. Marketing plan
  4. 4. 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 .
  5. 5. 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
  6. 6. • 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
  8. 8. 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
  10. 10. Chart from the lesson
  11. 11. 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.
  12. 12. When : Usually with meals Discotheques Special Events To quench thirst How : With alcohol, and cocktails Just plain coca – cola.
  14. 14. PRODUCT COMPARISON 100 90 80 70 60 CocaCola 50 40 Pepsi 30 20 10 0 y y e e lit lit ag ic Pr ua bi Im ila Q a Av
  15. 15. 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.
  17. 17. Existing Products New product Existing Markets Market Product Penetration Development New Market Market Diversification Development  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
  18. 18. 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.
  19. 19. 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.
  20. 20. • 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
  21. 21. 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)
  25. 25. 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.
  26. 26. 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
  27. 27. 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
  28. 28. • 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.
  29. 29. 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.
  30. 30. ADVERTISING • TV Advertisements • Billboards • Fashion Magazines • Fliers • Posters in fashion schools, clubs and cafes • Direct marketing.
  31. 31. 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
  32. 32. 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.
  33. 33. • 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
  34. 34. 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)
  35. 35. 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
  37. 37. Task Time Responsibility People in charge Pre-launch May. 2009 Prepare for the Marketing advertising product launch director activity. Issue pre- launch ads. Product launch Jun. 2009 Officially launch CEO, Marketing day - Europe Fashionista at Milan, director Italy. TV and press Jun-Aug. Launch ads campaign Marketing ads campaign 2009 at entire Europe. director Product Launch March Officially launch Marketing day – Asia, 2010 Fashionista at directors of North America, Shanghai, New York different areas Australia and Sydney. Sponsor Milan feb.2010 Support D&G spring Marketing spring fashion fashion show at Milan. director, D&G show – D&G operation director
  38. 38. Task Time Responsibility People in charge Budget variance Dec . 2009 Analyze and adjust the CFO, accounting analysis budget according to the department actual performance of the first quarter. Advertising and Jan 2009 To implement the Advertising promotion advertising and company / promotional plan Promotion Agency Website design and Mar . 2009 To Manage and update Web hosting managing the fashion trends and company / Web styles and also events Design Agency
  39. 39. MARKETING BUDGET Marketing Cost Division for 1 can of Fashionista Area Worldwide T.V 40 % 16 cents per can Magazine 40 % 16 cents per can Other marketing 20 % 8 cents per can activities Total Expense 100% 40 cents per can.
  40. 40. MARKETING BUDGET 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 SALES BUDGET Period Quarter 1 Quarter 2 Quarter 3 Quarter 4 Pieces 12000000 13200000 14652000 16703280 Price 3 3 3 3 Sales 36 million 39.6 million 43.9 million 50.1 million Revenue