Inspiration for Modern Men

Agenda
• Sophanarith Chun - Company Profile
• Gamze Sevinc - Situation Analysis I
• Zeynep Cancelik - Situation Analysis II
• Ilse Ungeheuer - Marketing Recommendations
• Juliana Siqueira - New Product/Service

Sophanarith Chun

About CRUZZO…
Company
• Men’s Wear
Introduction
Situation
– Design
Analysis
– Manufacturing and
Market
– Distributing Company
Segmen-
tation
Marketing
• Established by a former Turkish
Recommen-
dations
tailor Y.Sevinc in Izmir, 1980
New Product
/ Service

About CRUZZO
Company
Introduction
• 300 sales points overall
Company
Situation
Introduction
• Turkey: Retail shops in 71 cities
Analysis
Situation
• Export to:
Market
Analysis
Segmentation
– Greece: 95 shops
Market
Marketing
Segmen-
– Iran: 3 shops
Recommen-
tation
dations
– Russia
Marketing
New Product /
Recommen-
– Small companies in: Bulgaria,
Service
dations
Holland and Jordan
New Product
/ Service

About CRUZZO
Company GREECE
Introduction
Berto Lucci 35 shops chain stores
Company
Situation
Introduction
Analysis Portobello 5 shops chain stores
Situation
Market
Analysis Glue 55 shops chain stores
Segmentation
Market TOTAL: 95 shops chain stores
Marketing
Segmen-
Recommen-
tation
IRAN
dations
Marketing
Alpama 3 shops chain stores and
New Product /
Recommen-
wholesalers
Service
dations
TURKEY
New Product
/ Service Poloross 10 shops chain stores

CRUZZO’S VISION
Company
Introduction
• To establish an
Company
Situation
Introduction
– internationally recognized,
Analysis
Situation
– indispensible and permanent
Market
Analysis
Segmentation
manufacturing brand
Market
Marketing
known for
Segmen-
Recommen-
tation
– the quality,
dations
Marketing
– service and
New Product
Recommen-
/ Service
dations
– customer satisfaction.
Analysis
New Product
/ Service

The Brand Name
Company
Introduction
• Inspiration: Italy
Company
Situation
Introduction
Analysis
Situation
Market
Analysis
• Italy: Center of the suit fashion
Segmentation
Market
Marketing
Segmen-
Recommen-
tation
• Attractive & recognizable in
dations
Marketing
international market
New Product
Recommen-
/ Service
dations
Analysis
New Product
/ Service

The Products
Company
Introduction
Company
1. Classical Suits
Situation
Introduction
Analysis
2. Semi-sport Suits
Situation
Market
Analysis
Segmentation
3. Special Groom Wear
Market
Marketing
Segmen-
4. Blazer Jackets
Recommen-
tation
dations
5. Over Coats
Marketing
New Product
Recommen-
/ Service
dations
Analysis
New Product
/ Service

The Products
Company
Introduction
Company
Situation
Introduction
Analysis
Situation
Market
Analysis
Segmentation
Market
Marketing
Segmen-
Recommen-
tation
dations
Marketing
New Product
Recommen-
/ Service
dations
Analysis
New Product
Classical Suits
/ Service

The Products
Company
Introduction
Company
Situation
Introduction
Analysis
Situation
Market
Analysis
Segmentation
Market
Marketing
Segmen-
Recommen-
tation
dations
Marketing
New Product
Recommen-
/ Service
dations
Analysis
New Product
Semi-sport Suits
/ Service

The Products
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
Over Coats
New Product
/ Service

The Products
Company
Introduction
Company
Situation
Introduction
Analysis
Situation
Market
Analysis
Segmentation
Market
Marketing
Segmen-
Recommen-
tation
dations
Marketing
New Product
Recommen-
Special Groom
/ Service
dations
Wear
Analysis
New Product
/ Service

Employees
Company
• 200 permanent workers
Introduction
• More temporary employees/ factory
Company
Situation
Introduction
workers
Analysis
Situation
Market
Analysis
Segmentation
Production Amount
Market
Marketing
Segmen-
• 10.000 pieces per month – high quality
Recommen-
tation
dations
Marketing
New Product
Recommen- Convenience
/ Service
dations
• Easy to reach, 300 sales points!
Analysis
New Product
/ Service

Extra services
Company
Introduction
Company
Situation
Introduction
• Can choose the fabric & style
Analysis
Situation
Market
Analysis
Segmentation
• Size can be measured
Market
Marketing
Segmen-
Recommen-
tation
dations
• Shipment discounts
Marketing
New Product
Recommen-
/ Service
dations
Analysis
New Product
/ Service

Offered Sizes
Company
Introduction
• 46 – 56 normal
Situation
• 58, 60,62 extra large
Analysis
• 72-74 especial order -extraordinary
Market
Segmen-
•
tation
4, 6, 7, 8 drop
Marketing
Recommen-
dations
New Product
/ Service

Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen- Short & Short & Tall and fat Tall and skinny
dations
skinny fat 8 drop - 62 7 drop - 50
6 drop - 46 4 drop 50
New Product
/ Service

Gamze Sevinc

The Target Market
• Business man
Company
Introduction
Corporate, government officials,
Situation business owners, waiters,
Analysis pilots/airline hosts…
white collar
employees,
Market
Segmen-
•
tation
Grooms & friends &family
•
Marketing
Government workers
Recommen-
dations
• Professional entertainers
New Product
• New graduates…
/ Service

Demographics
Company
• Age: Over 16
Introduction
•
Situation
Gender: Male
Analysis
• Social class: Middle and Upper class
Market
Segmen-
• Employment status: White collar
tation
• Income: Average and high income
Marketing
Recommen-
(Can afford 120TL = 72$
dations
175TL=105$)
New Product
/ Service

Motivations
• Special occasions
Company
Introduction
– wedding, career, interview for jobs,
Situation
special celebrations…
Analysis
Market
• Lifestyle continuity (business man)
Segmen-
tation
– replace the old ones
Marketing
Recommen-
dations
• Fashion & image improvement & PR
New Product
– Make better first impressions
/ Service

Feelings
• To be attractive/impressive
Company
Introduction
Situation
• Women are attracted
Analysis
Market
Segmen-
• Even to look sexy
tation
Marketing
Recommen-
dations
• To be respected
New Product
/ Service

Geodemographics
Company
Introduction Where are the customers located?
– Turkey,
Situation
– Greece,
Analysis
– Switzerland,
Market
– Russia and
Segmen-
– France
tation
Marketing
Recommen-
dations
New Product
/ Service

Psychographics
• TR people who live in the large cities
Company
– have a similar culture to Europeans,
Introduction
– Exclusive clubs & designer shops selling the latest
Situation
fashions. (Istanbul)
Analysis
• Fashion is similar
Market
Segmen-
– dress similarly as European or American people
tation
concerning men's suit.
Marketing
Recommen-
• Mostly: Muslim
dations
New Product
/ Service

Modernization in 1920s
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Zeynep Cancelik

What is trend?
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Customer Buying Trends
Company
Introduction 1. Summer
2. Elections
Situation
Analysis
3. Ramadan
4. New year- December 31
Market
Segmen-
5. Textile fair
tation
Marketing
Recommen-
dations
New Product
/ Service

Trends: Summer
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
• Weddings
Recommen-
dations
Special Suites For The Grooms
New Product
/ Service

Trends: Summer
• Engagement Parties
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Trends: Summer
• Graduation Parties
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Trends: Summer
• Concerts
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Trends: Summer
• Openings
Company
– New businesses: hotels, restaurants, buildings…
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Trends: Summer
Company
• Galas
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Trends: Elections
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Trends: Ramadan
Company
• Moon calendar – No specific time
Introduction
• Family dinners
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Trends: New Year
Celebrations
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Trends: Summer
Company
• Preparation for the “business year”
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Trends: Textile Fair
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Culture / Ethnicity
Reflections
Company
• Italia
Introduction
– Center of the fashion/man suits
Situation
– Mafia subculture
Analysis
Market
• Belgium
Segmen-
tation
– Sells are up/ personal success
Marketing
Recommen-
• Russia
dations
– Cold climate: Over coat is very popular
New Product
/ Service

Ilse Ungeheuer

Marketing Plan
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Marketing Plan
Company
• 3 year marketing plan with long term goals
Introduction
and constant evaluation of the success
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Marketing Plan
• Integrated Marketing Communications (IMC)
Company
Introduction
Slogan: “Inspiration for Modern Men”
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Marketing Plan
Company
• Customer-focused and market driven
Introduction
strategies
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Marketing Plan
Company
• National and international campaigns
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Marketing Plan
Company
• Improving customer relationships / research
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Marketing Mix
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Promotion
Company
• New slogan: “Inspiration for Modern Men”
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Promotion
Company
• New slogan: “Inspiration for Modern Men”
Introduction
Situation
• IMC Advertising Campaign
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Promotion
Company
• New slogan: “Inspiration for Modern Men”
Introduction
Situation
• IMC Advertising Campaign
Analysis
Market
• Product Placement
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Promotion
Company
• New slogan: “Inspiration for Modern Men”
Introduction
Situation
• IMC Advertising Campaign
Analysis
Market
• Product Placement
Segmen-
tation
• Sponsoring
Marketing
Recommen-
dations
New Product
/ Service

Promotion
Company
• New slogan: “Inspiration for Modern Men”
Introduction
Situation
• IMC Advertising Campaign
Analysis
Market
• Product Placement
Segmen-
tation
• Sponsoring
Marketing
Recommen-
dations
• Prizes for the best college graduates
New Product
/ Service

IMC Advertising Campaign
A modern face for the new campaign:
Company
Tarkan (a very popular singer in Turkey)
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Product Placement
007 -- James Bond will wear CRUZZO next time
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Sponsoring
Official suits for the Turkish National Soccer Team
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Sponsoring
Prizes (suits) for the best College Graduates at
Company
Universities in Istanbul, Ankara, and Izmir
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Juliana Siqueira

Advertising
Putting the name Cruzzo on people’s mind
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Diversification
• Ties Bow tie
Company
Introduction
Situation
• Long sleeves shirt
Analysis
Market
Segmen-
tation
• Different color of shirt
Marketing
Recommen-
dations
• Costumer measure at the retail store – Partners
New Product
/ Service

Marketing Research
Company
• Survey
Introduction
– Loyal costumers to know them better
Situation
– Retail stores to know what to do to sell better
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

Women
• Blazer for women for the other country where
they have retails
Company
Introduction
Situation
Analysis
Market
Segmen-
tation
Marketing
Recommen-
dations
New Product
/ Service

www.cruzzo.com.tr
www.cruzzo.com.tr/eng.html