2. Tantawi, Marketing Plan Part A
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TABLE OF CONTENTS
1: Situation Analysis Page 3
Business Concept Page 3
Industry Analysis Page 4
Competitors Page 4
Competitor 1 Page 4
Competitor 2 Page 5
Competitor 3 Page 5
Competitive Advantage Page 6
Audience Page 7
Target Market Page 7
Secondary Market Page 8
Branding Page 9
Personality Page 9
Colors Page 9
Slogan and Logo Page 10
Campaign Idea and Tagline Page 10
2: Campaign Planning Page 11
Campaign Budget Page 11
Planning Page 11
Objective Page 11
Goal (s) Page 11
KPI (s) Page 11
Target(s) Page 11
Campaign Duration Page 12
Campaign Calendar Page 13
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1: Situation Analysis
Business Concept
In the glamorous world of fashion and beauty, women are constantly seeking ways to stay
current with trends while standing out as an individual. Fashion jewelry trends change and grow
along with the designer fashions that are being sent down the catwalk. There is a increasing
demand to provide these designs at a affordable price. Lacey Couture Jewelry will meet this
demand by providing custom jewelry designs that are never duplicated, affordable and trendy.
What makes Lacey Couture Jewelry unique? We make one of kind pieces that are never
duplicated and that are competitively priced with off the shelf costume jewelry. Every piece of
jewelry is also a work of art and can’t be found anywhere else. All pieces are handmade with
exceptional care and quality.
Lacey Couture Jewelry will be available at Exagere’ Couture Art Gallery and Furniture Boutique
and online at exagere.com. This gallery is located in the French Quarter in New Orleans, LA and
will attract the cultured business travelers, tourist and middle to late aged professionals needed to
support the jewelry sales. Lacey Couture Jewelry is already on sale and is continuously promoted
through email mailings, special event invitations and target advertising to the surrounding hotels
and venues.
www.exagere.com Exagere’ Couture Furniture Gallery and Art Boutique (ground level)
1) Average price of a typical sale: $250 for a medium sized necklace and earring set.
2) Estimated profit per sale: Minus a 40% consignment fee and the cost of materials, the
estimated profit per sale is $100.
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Industry Analysis
Industry averages show that accessories and fashion jewelry will be increasing in sales by 3%
each year. (Profile America, 2006) Analysis of the market shows that jewelry that is presented
with the current trends and priced appropriately will continue to sell and develop brand
awareness. (Phillips, 2010) Due to this continuous growth and the location of my business, I
forecast the demand will continue to increase. As demand increases, I will expand the business to
offer specialized services such as evening gown beading, and consultations to make pieces
designed for a specific event or outfit. With these expansions, I will have to ensure that I can
meet the increasing demand and potentially hire employees. (There was no demographic data
available for ariodantegallery.com)
Competitors
Competitor 1 site: Etsy (www.etsy.com)
Strengths: This site allows you to buy and sell vintage and handmade items. It’s easy
to use and membership is free. You can browse categories from children’s jewelry, to
special event jewelry. The site offers access to thousands of jewelry designers that
sale their handmade pieces from carrying price ranges.
Weaknesses: The overall design of the site does not allude to the different styles of
jewelry and merchandise that’s available. Also, the pieces featured on the homepage
are from multiple designers that have the same design aesthetic. Therefore, a buyer
won’t be sure that they can find the type of piece they are looking for when they first
visit the site. Also, as a designer you have to consider the fact that there are thousands
of others selling from the same webpage and that your designs can be lost or not
found as easily as others.
www.etsy.com Homepage view of browsing function
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Competitor 2 site: Scoutmob (www.scoutmob.com)
Strengths: Scoutmob.com allows independent jewelry makes to sell their pieces. It
also allows you the ability to connect with local merchants through a city search
function. The site also allows designers to sell multiple sets of the same piece and sell
artwork as well.
Weaknesses: The site is not entirely focused on jewelry and it also features jewelry
items that are similar looking. The site also has many distractions such as social deals,
mobile apps for dinning and entertainment and other sponsor related links that make
the site overwhelming.
www.scoutmob.com Homepage
Competitor 3 site: Ariodante Gallery (www.Ariodantegallery.com)
Strengths: The site offers a quick snapshot of all the regularly scheduled events that
are conducted at the gallery and has links to Facebook and Twitter where customers
can stay up to date on the activities of the gallery.
Weaknesses: The site is not designed well and looks very basic. It’s not attention
grabbing and does not feature the artwork or jewelry designs in a manner that keeps
your attention. There are also very limited pictures of the gallery space and there is
not a complete listing of artist or designers.
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www.ariodantergallery.com Gallery Homepage
Competitive Advantage
Lacey Couture Jewelry Designs are located at the Exagere’ Art Gallery. Exagere’ is over 13,000
square feet of multi level space located in the heart of the French Quarter. We are one block from
Bourbon Street and a few hundred feet from the Ritz Carlton and other prestigious hotel. With in
feet from our door we have covered valet parking and a public parking garage. The gallery hosts
the only VIP nightclub venue that caters to celebrities, athletes and VIPs. With exclusive contact
list containing celebrities, local athletes, we have access to high profile events and clientele. The
gallery also host events that incorporate fashion, art, music and theater and draw crowds of
thousands of people. A reality show called “Southern Couture” is currently in production and
centers around events conducted at the gallery. This show is set to air on Lifetime and Bravo and
will feature the artwork, designers and owners of the gallery.
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www.exagere.com Louisrouit radio show hosts interview Lacey Couture Jewelry designer, Lori
T, seated third from the right
The website list every artist that is featured in the gallery as well as a bio and picture. Customers
can also arrange VIP visits ad special showings. Every service offered by the gallery is listed on
the site, as well as pictures from past events and celebrations. All of our artwork and designs are
one of a kind and prints and duplicates are not made. Since we are located in the historic district,
our customers don’t pay taxes on the items they purchase from the gallery.
Audience
Target Market:
The primary target audience is females aged 24-35. The audience is educated young adults
with or without children. Alexa analytics of the jewelry website Etsy.com show that the
majority of traffic is from 24-35 year old women, who have some college education, while
they are at home. The second largest group accessed jewelry sites while at work. 49% of
this online shopping was done on Fridays between the hours of 11am to 2pm. (Pousa’,
2012) These young professional women are likely to be more financially stable and have
time and the resources to devote time to staying current in trends.
Secondary Market:
18-25 year-old females, with little to no college experience is the secondary market. 75%
of this target market shop online while they are at work, in order to pass the time. 18-25
year-old females are also the second largest group that represents site traffic of the
competitor’s sites. (Alexia.com)
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www.alexa.com/siteinfo/etsy.com#
www.alexa.com/siteinfo/scoutmob.com
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By targeting both these audiences I can get an advantage by making sure my jewelry
appeal to them. Since the majority of shopping is done at work and out of boredom, I will
make sure that the ads are exciting, compelling and offer great deals. The site is also user
friendly so it will allow the typical woman the 15-20 minutes she will need in order to shop.
(Pousa’, 2012) Due to the fact that all of my jewelry designs are not duplicated, on the spot
decisions will have to be made, or the buyer will miss out. I can target the market by offer
great deals on new items that will spur a quick purchase.
Branding
Brand Personality: The Lacey Couture brand personality is high-end couture fashion. It’s
designed for affluent and trendy women from the ages of 24-35. It appeals the beauty
queens and the every day women. Lacey Couture designs are all about being sparkly, and
over the top. Each piece makes a statement and is designed for the quiet confident woman
that carries a prestigious presence everywhere she goes. The competitor’s image is not as
high class or creative. Their image is a direct copy of current trends and doesn’t take them
to the next level by creating a new trend within the trend. Simplistic and basic, the
competitor’s image does not meet the high standards of class that Lacey Couture Jewelry
designs do.
www.exagere.com Lacey Couture Jewelry Fashion Show in conjunction with CBS
Brand Color Palette:
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Tagline: Custom Jewelry Designs
Campaign Idea and Message:
The broad idea of the campaign it to make locals and tourist know that they can get quality
couture jewelry at affordable prices in the French Quarter. I want to make customers aware
that I offer statement pieces that are designed for every season and occasion and that
nothing is every duplicated. I further want to convey the message that every piece is a work
of art and is affordable on almost any budget.
Campaign Slogan: “A Reason for Every Season: Couture Jewelry Designs Created with
Confidence and Elegance in Mind”
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2: Goals and Objectives
Campaign Budget
$4,000
Planning
Objective Statement: Increase brand awareness of Lacey Couture Jewelry designs by
implementing a digital marketing campaign that will entice customers to come to the store
and share information about the brand.
Goal (s)
Goal for Channel 1 (Social Media)
Use Facebook and Instragram to increase awareness by creating pages that showcase
pictures and updates
Goal for Channel 2 (Digital Promotion/PR)
Use special promotions for all National and major local holidays to increase awareness by
bringing in more customers
Goal for Channel 3 (Digital Advertising)
Use electronic billboards throughout downtown New Orleans to increase brand awareness
by featuring new pieces of jewelry
Goal for Channel 4 (Email Marketing)
Use an email subscriber list to increase awareness by sending email mailers to current
contacts, past and potential customers
Goal KPI (s)
KPI for Goal 1 (COUNT): The amount of fans on the Facebook page and the
number of followers on Instagram
KPI for Goal 2 (PERCENTAGE): The percent increase of in-store jewelry sales
during national and major local holidays
KPI for Goal 3 (RATIO): The ratio of billboards showcasing Lacey Couture
jewelry designs versus the ones showcases other jewelry lines
KPI for Goal 4 (COUNT): The number of email subscribers
Goal Target(s)
Target for KPI 1(prior to start of campaign): 100 Facebook fans and Instagram
followers made up of current family and friends.
Mark of success for KP I (at the end of the campaign): Increase Facebook fans and
Instagram followers to 1,000 people
Target for KPI 2 (prior to start of campaign): 10% sales increase during national
and major local holidays
Mark of success for KP 2 (at the end of the campaign): 50% sales increase during
national and major local holidays
Target for KPI 3 (prior to start of campaign): 1/15 Exagere’ owned billboards
feature Lacey Couture jewelry designs
Mark of success for KP 3 (at the end of the campaign): 8/15 Exagere’ owned
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billboards feature Lacey Couture jewelry designs
Target for KPI 4 (prior to start of campaign): Email subscriber list of 150 people,
which will be composed of current Exagere’Art Gallery email subscribers, past Lacey
Couture customers, business associates, friends and family
Mark of success for KP 4 (at the end of the campaign): Email subscriber list of 800 or
more people
Campaign Duration
One year will be needed in order to achieve the target as defined in the goals and objectives. This
is due to the fact that the advertising relies heavily upon local and national holidays, as well as
special event seasons such as prom and wedding season.
Channels Selected
Social Media
Digital Promotion/PR
Digital Advertising
Email Marketing
Campaign Calendar
See next page.
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December
December
November
November
October
October
September
September
August
August
July
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July
June
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June
Stop
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May
May
April
April
March
March
February
February
January
January
2013
SEO
SocialMedia
DigitalPR
PaidSearch
Digital
Advertising
Email
Marketing
Affiliate
Marketing
2014
SEO
SocialMedia
DigitalPR
PaidSearch
Digital
Advertising
Email
Marketing
Affiliate
Marketing
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References
Alexa. (2013). [Traffic stats and audience demographics]. Etsy.com. Retrieved from
http://www.alexa.com/siteinfo/etsy.com#
Alexa. (2013). [Traffic stats and audience demographics]. Scoutmob.com. Retrieved from
http://www.alexa.com/siteinfo/scoutmob.com
Ariodante Contemporary Craft Gallery. (2013). [Homepage and gallery information] Retrieved
from www.Ariodantegallery.com
Etsy-Your place to buy and sell all things handmade, vintage and supplies. (2013). [home
page and site information] Retrieved from www.etsy.com
Inspired goods by independent makers/ hand made jewelry/ t-shirts/ unique gifts- Scoutmob
Shoppee. (2013). [Home page and basic site information] Retrieved from
www.scoutmob.com
Phillips, Aurthur. (2013, July 14). Fashion Jewelry Trends for the Souvenir Market. National
Association of Retail Buyers- June/July 2010 edition. Retrieved from
http://web.ebscohost.com.oclc.fullsail.edu:
Pousa’, Maria. (2012, September 28). Women-Retail Study. Retrieved from
http://www.slideshare.net/mpousa/women-retailstudy
Profile America. (2013). Industry IQ: Key Statistics Market trends and Business Practices.
Retrieved from http://www.industryiq.biz
